Intel is sending a clear signal to the outside world through a key personnel appointment: in the competition for foundry services, the ability to win customers is as important as technology itself.
According to Wccftech, Intel Executive Vice President Naga Chandrasekaran announced on LinkedIn that Shawn Han will join Intel this May as Senior Vice President and General Manager of Foundry Services, reporting directly to him.
The event has attracted market attention because Shawn Han's background aligns perfectly with Intel's most urgent pain point—he spent over 30 years at Samsung, where his most recent role was leading sales for Samsung's foundry business.
This personnel change reflects the structural dilemma facing Intel's foundry business. Intel has long relied on its own fabs to serve its internal chip design divisions, but internal design business alone can no longer cover the high costs required to maintain and expand these facilities.
To break through, Intel must also bring chip design companies that compete with it into its foundry customer base, which requires not only technical credibility but also customer resources and business development capabilities.
<h2>Sales Shortcomings Are the Core Challenge for Foundry Breakthrough</h2>
This recruitment directly reflects Intel's urgent need to expand its external customer base.
This is not the first time Intel has introduced foundry talent from outside, but unlike previous hires focused on process and operational experience, this time the focus is clearly on senior executives with frontline sales leadership experience, marking a significant shift in strategic orientation.
Intel's foundry business currently still faces the dilemma of insufficient external customers.
In recent years, Intel's competitive advantage in process technology has weakened, making it more difficult to attract external semiconductor design companies as contract manufacturing clients. In the foundry industry, winning competitors' trust to hand over chip production to Intel requires technological leadership as a prerequisite, but a promise of technology alone is not enough.
<h2>Customer Trust and Long-Term Relationships Are the Other Half of Foundry Competition</h2>
Hiring core talent from Samsung is a strategic move by Intel to strengthen its customer network and deepen market insights. In the foundry business, the importance of customer trust and long-term partnerships is no less than technical capability itself, and executives possessing global customer resources and sales management experience are seen as key variables for enhancing competitiveness.
Shawn Han's thirty years of experience accumulated at Samsung spans two dimensions: logic process node technology and sales management—participating in technical work for multiple logic nodes since 1996 and later leading foundry sales.
This composite background gives him strong bridging capabilities between technical dialogue and business negotiations, exactly the type of resource-integration talent needed by Intel's foundry business today.
For Intel's foundry division, which is still striving for market recognition, this personnel appointment is more like a strategic statement: in this marathon-style competition in semiconductor foundry services, building capacity is just the starting point; securing orders is the key.

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To address weaknesses in customer resources and business development capabilities, Intel has recruited Shawn Han, a foundry sales executive with 30 years of experience from Samsung. In the foundry business, the importance of customer trust and long-term partnerships is no less than technical capability itself, and executives possessing global customer resources and sales management experience are seen as key variables for enhancing competitiveness

- Intel signals a strategic shift by appointing Shawn Han as Senior Vice President and General Manager for foundry services, emphasizing the importance of customer acquisition alongside technology.  
- Han, with over 30 years in the semiconductor industry at Samsung, specifically addresses Intel's need to expand its external customer base amidst rising operational costs and a competitive landscape.  
- This personnel change reflects a deeper understanding that client trust and long-term relationships are as critical as technological prowess in the foundry market, highlighting Intel's intent to bolster its competitive position.

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Intel Hires 30-Year Sales Veteran from Samsung: The Biggest Challenge in Foundry Business Is Not Technology but "Unable to Sell"