Chip behemoth Intel appears to have finally stirred from its shambling strides forward and realised that a few people might be interested in mobile chips.
For a while Intel has tried to plug the mobile hole in its dossier with Atom chips, which have largely not been up to the task. Now it admits that mobile requires a special department all of its own and has hired a bunch of suits who can set one up.
Chipzilla sent around an internal memo outlining how the company is combining four divisions to create a new Mobile and Communications group that will help it better compete in the fast-growing tablet and smartphone spaces.
So far mobile had been looked after by tablets and netbooks, mobile wireless and ultra-mobility. The merged super division will be headed by Mike Bell, a former Palm and Apple bod who came to Chipzilla from Palm in 2010.
Also leading the group is Hermann Eul, who was brought into Intel after the acquisition of Infineon Technologies' wireless chip business.
One of the things the new division will have to look at is the readying of Medfield. This should be under the bonnet of smartphones and tablets next year.
It will also oversee the Ultrabook development, which Chipzilla has high hopes for.
Inte wants lots of Ultrabook designs based on its upcoming 22-nanometer Ivy Bridge chips, which will feature the company's 3D Tri-Gate transistor architecture that promises greater performance and energy efficiency than the current Second Generation Core Sandy Bridge chips.
Given that many companies are taking mobile very seriously now, it is a little odd that Intel waited so long before creating its new super division.