Brian Krzanich, chief executive of Intel, the world’s largest semi-conductor company, intends to intensify the firm’s efforts in the fast-growing smartphone and tablet markets, according to a Reuters report.

Speaking at Intel’s annual shareholders’ meeting, Krzanich, who has taken over from Paul Otellini, admitted that the semi-conductor company had been slow to jump onto the mobile bandwagon.

“Yes, we missed it,” he said. “We were slow to tablets and some of the mobile computing.”

Intel, which has seen demand for its high-powered processors decline in the PC market, has struggled to make up ground in the mobile device market where the more battery-friendly chip designs of Arm Holdings, a UK company, dominates.

Krzanich added that Intel was going to make adjustments in its architecture and product choices as the company focuses more on what the consumer wants.

Last week, Intel unveiled an extensive overhaul of its Atom mobile processors, the range of chips it is counting on to make its push into smartphones and tablets.

Under Otellini, Intel had only started to make inroads into the mobile market, striking deals with France Telecom for Orange-branded devices, as well as other partnerships, including ZTE and Lava International, a small feature-phone manufacturer serving the Indian market.

Intel also formed multi-year strategic alliances with Motorola Mobility and Lenovo, a Chinese PC giant and smartphone maker.