Intel/Ruckus Collaberation

By Sean CornilliacProfessor Qutub Bakhtiar

December 10th, 2014

Strategy

• To integrate the Intel’s knowledge about CPUs with Ruckus advanced wireless technology to create a stronger, faster wireless LAN for enterprises.

• Use a launch strategy called coat tails which Ruckus would use endorsement support from Intel to quickly bring awareness of the partnership new innovation technologies.

• New collaboration would concentrate on making both products extremely compatible with each other new innovation products

• Collaboration of products would work with competitors products but can’t promise the same type of wireless LAN speed if organizations integrated different brands

• Pricing strategy for innovations would be penetration pricing to maximizing market share. Both products would be set at the lowest price possible to rapidly attract customers

Strategy

• Selling to manufacturers using ingredient branding strategy to promote advertising for Ruckus/Intel technologies infused with both innovation technologies

• Intel’s alliance with distributors and manufacturers should lead to rapid deployment to the technology innovations of the partnership to add to intel already massive installed base

• Bundling Intel microprocessors with new innovations to manufacturers will piggyback the product to become successful because of Intel’s large installed base

• Intel’s large installed base with HP will lead the new innovations to be used in schools like at DeVry, the product will likely to adopted through the rest of the school communities that use Intel microprocessors.

Core Competencies- Ruckus/Intel• Ruckus focuses on creating more reliable, affordable, and flexible wireless solutions and

Intel focuses on building better CPU engineering

• The innovations use principles from both core competencies to use Intel microprocessors to deliver faster communication in Ruckus products and devices and integrates Ruckus smart technology into desktops and laptops.

• Collaberation would enhance principles that Intel had in 2000, when they developed the Intel PRO Wireless Adapter and Access Point, which was discontinued due to saturation of market

• Innovative products would be difficult to imitate because it based off of Ruckus’s Smart technology only engineered by their organization.

• Intel’s installed base and reputation of engineering quality products would encourage manufacturers to invest in Ruckus/Intel’s advanced innovations.

Core Competencies- Ruckus/Intel• Collaboration covers a range in integration including full understanding of how both new

and old product work from the two companies

• Both companies have dynamic capabilities where they develop breakthroughs for new products and production processed.

• Ruckus’s products are constantly coming up with ways to adjust to peak congestion in wireless LANs. Intel is innovating into bringing processors to automotive

• Strategic intent for this collaboration would be to integrate all products in wireless LANs to achieve a faster connections both through the user (smartphone, tablet, laptop, desktop, etc.) and the wireless infrastructure.

• These core competencies would develop two core products that definitely span across several business creating several end products that would benefit both organizations.

Industry Dynamics • The demand for bandwidth increasing and data traffic growing approximately 50 time it is now and it

only expected to grow 25 times that.

• Integration of wireless infrastructure should addressed on a user level connecting devices faster that respond quicker because it knows the mechanical components better its competition.

• With the saturation of low end and high end products and the complications between software, various platforms, and wireless infrastructure a universally based system would take wireless communication to another level.

• Communication between access point can sometimes become congested during peak time of the day. A integrated system with faster processors could be beneficial to access points in wireless LANs

• Most products from competitors build their devices and adapters to “scream as long as they can”, with Ruckus capabilities could find innovative ways to make less noise even between user wireless adapters

Technology sourcing and Internal Innovation

• Collaboration gives both organizations the ability to move quickly because Intel wouldn’t have to develop access points or wireless adapters in house

• Collaboration means less cost or risk to both organization and achieves more at a faster rate.

• Collaboration with mean that both Ruckus and Intel would from a joint venture, where they would create products that combined the benefits of both companies.

• This would be an individual alliance with transfer capabilities. Intel needs product technology about wireless capabilities and Ruckus needs a larger install base where they product can be rapidly adopted.

Product Strategy • Using Ruckus’s Smart wireless technology, designing a wireless

adapter that function the same way on access point does with Intel microprocessor capabilities. This will design a faster processing and more efficient wireless range that will change its beam depending on where the access point is located

• Using Intel’s fast CPU engineering, designing a faster processing access point that dictates and respond better to peak congestion points to ensure that access point don’t drop packets.

• With Ruckus Smart Wi-Fi, users can also use other users to connect to access point as long as user has advance wireless adapter to actually increase the range of connectivity even further.

• Both products will increase revenue because both companies will concentrate on their core competencies and blend them together to create better products that are out in the market.

• In the future, new product development would be gauge though a series of question that would calculate the percentage of development projects that were in budget and met deadlines

Strategy to protect innovation• Architectural control would be based around the structure between

devices from both organizations.

• A utility patent would need to be granted because the of the type of wireless adapter and access point that will be created.

• Because the performance levels will be changed and both organizations will have their names on the product, both companies will have the rights of both products.

• Collaboration for faster processing and smart technology innovations for wireless LANs will probably spark competition, its important that utility patent process is started early.

Video to share • http://www.intel.com/content/www/us/en/automotive/research-drives-automotive-innovati

on.html

• https://www.youtube.com/watch?v=pCJ1Cy-w_0k