Melani Warod

Intelligent Pu's business reorganization of kindness, leading high-performance composite signal products

Subdivide three before entering the whole world of market in all

Pay close attention to the Chinese market

Capturing market share with SoC scheme in the fields of low-cost mobile phones, digital televisions etc. of semi-conductive manufacturer of Taiwan constantly, SoC draw low constantly too in profit of field these, many the intersection of America and Europe and large factory give up digital chip business of field these gradually, and transfer to put emphasis on having high expectations for design and craft, profit more high simulation and semi-conductive business of composite signal.

Kindness intelligent Pu's semiconductor (NXPSemiconductors) Industry, forward direction of Japan, announce and explain by the intersection of kindness and brand-new " the high-performance composite signal (HighPerformanceMixedSignal of definition Pu intelligently in an all-round way, hereafter referred to as ' HPMS ') " Technology, exhibit his RF, simulation, power, digital handling,etc. and innovate the semi-conductive solution in an all-round way. This kindness Pu go on new tactics after the integration again to business segments behind selling the intersection of family and product line, SoC of amusement, intelligently too, new organizational architecture divide into four major Divisions, it divides as follows:

High-performance composite signal: High-performance radio frequency, forward end of the TV, interface products, microcontroller, logic, power and illumination;

Car electron: Car AMS, sensor and vehicle carried amusement system;

Intelligent identifying: Intelligent identifying

Standardized product: Discrete device, sound solution and discrete power

Compare some semi-conductive manufacturers and emphasize high-performance simulation (HPA) Technology, kindness what difference tactics of Pu have intelligently? Kindness is represented on the Pu 's intelligently: "The composite signal is the simulation and optimization mixing of digital signal, simulation and digital ability of NXP come from from the constant accumulation of times of Philip. The lower RD resources of developement strategy in the past were too dispersible, so consumed too much when DTVSoC develops before this, the support to customer is uncomplete too. Carrying out new strategy contributes to being centralized constantly RD resources in company's inside, thus reduce the development cost, and promote the speed of response. " Mei RunPing still reveals, will transfer more development to China in the future, thus realize the support better to Greater China regional customer.

Sell the intersection of DTV and product line, mean kindness Pu give up the intersection of TV and market intelligently, kindness TVSiliconTuner of Pu in global the intersection of market and first position still intelligently, in addition can also see kindness a plurality of business of Pu in the intersection of market share and position of the top three intelligently, including the microcontroller market first of the 32-bit microcomputer ARM flashing memory, the logic product market second, the discrete device market second of dwarf signal, on-vehicle network (CAN, LIN, Flexray) First in market, the intelligent identifying market first of the public transport Mei RunPing points out: "We think one product can enter Top3, must face possibility that is eliminate from in the long run in semi-conductive industry, because fine in great demand to have too loud influence in market in year's harvest, if the year's harvest is not good and is extremely eliminated probably, so we strive each products enter top3, the products above 80% of us are all within the range of top3 at present. In addition, not only seeing market share in development in the future, we put emphasis on better than what the rival did even more, for example the rival takes 10% of speedup, we will accomplish 20% of speedup soon. "

Besides those market share leading application, kindness Pu also carry on the positive overall arrangement in some new developing fields intelligently, Mei RunPing shows, it is E-meter and CFL lighting market that pay close attention at present. The semi-conductive manufacturer of almost all the analogue technique pays close attention to green lighting field very much at present, and majority aim at LED, light, kindness Pu piece pay close attention to LED and the intersection of CFL and the intersection of lighting and market at the same time intelligently, devoted to, make the intersection of energy consumption and low, the intersection of life time and long, the intersection of size and compact revolutionary lighting solution for customer.

Face semi-conductive trade to be depressed last year, kindness Pu make huge success in the intersection of 3G and the intersection of base station and the intersection of radio frequency and market still intelligently. Show this by RunPing Mei and kindness Pu separate to the intersection of China's Mainland and attention of market intelligently, kindness Pu will pay close attention to the intersection of Chinese market and demand of customer constantly intelligently future, put out, meet the intersection of customer and innovative product of demand more.