Intel Japan president Kaz Yoshida has told Pocket-lint that, despite dominating the PC market over the last couple of decades, the company is treading new ground with its move into the mobile arena and admitted that Intel is playing catch up to its rivals.

"We have competition in the PC market, but we now have more competition when it comes to new devices such as tablets," he stated at a CEATEC briefing in Tokyo.

"I think it's a new challenge for us because the PC is an established market, where we lead in terms of innovation, but in new areas such as tablets, smartphones and things like that, we are the latecomers. We are learning how to compete with the competition."

Yoshida said that the biggest challenge was to get onboard with a platform that has already evolved and moved forward without its involvement.

"The challenging part is the alignment in an environment created by Google. We have to work very, very hard to catch up with that," he said. "We still need to catch up with the Android ecosystem."

In terms of specific components, the Intel Japan boss said that there was a clear plan but admitted that this may have to be flexible to meet Android's, and also Windows 8's, demands: "We do have a roadmap but we have to prepare the user interface to show off that the Intel technology has specific advantages over other solutions," he said.

"We hope to be number one for performance. There are more demands now for tablet applications that require performance and so our strategy is very clear; to provide a better user experience."

In September, Intel and Google launched a development partnership to get Android running on Intel's lower-powered Atom chips. Android devices packed with Intel chips should be available in the first half of next year.