Missing the long term problem
Sure, they are now near copying ARMs approach and try to appeal to handset makers in that way, but that's not the long term problem. We are now in the "home computer" age of mobile computers. Every manufacturer has a totally different platform. If you are lucky you get some dedicated port of some operating system (i.e. Android) which won't be supported and which you will be stuck with.
In the home computing age the IBM-compatible PC arrived, sweeping away its competitors. Suddenly you had a machine that could run different operating systems, where you could upgrade the operating system just by booting from a different diskette.
If Intel wants to succeed in the long run, they must bring real advantages over ARM. For example they could create a SoC with a little boot ROM which allows booting from an SD-card. That ROM could also have routines to access the hardware, kinda like a BIOS. (But please not as complex as UEFI)
One of Intel's strengths in the 1970s and early 1980s was that they provided full developer support. For example you could buy their development system and it would include a full Pascal compiler, while the other vendors still required you to hand-assemble your code. Intel should try to do the equivalent of that today. Make it easy to build a mobile device and slap your software onto it, just like it's easy to slap a new operating system onto a PC.
They wouldn't be successful with it at first, but once all those tiny Chinese manufacturers get a hold of this they will have conquered the mobile devices market.