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Philips plays a higher, broader role at IIC-China

Posted: 30 Mar 2005 ?? ?Print Version ?Bookmark and Share

Keywords:iic-china? mms? Nexperia? cellular systems?

Tony Lear, SVP, general manager, Philips Semiconductors China

The global electronics design landscape has been rapidly changing and demand for more innovative solutions has been rising as well. With design starts growing in China, Philips Semiconductors is looking for a bigger role in the country starting off with at year's International IC China Conference & Exhibition (IIC-China).

In previous years, Philips concentrated primarily on what it called MMS, the multimarket segment of the company's business. Due to the evolution of technology not only in China but throughout the world, a call for improvement in technology development and strategies is essential.

"China is changing and IIC-China is evolving with the times as well", said Tony Lear, SVP, general manager, Philips Semiconductors China.

In this year's IIC, Philips' presence will be divided into four main areas: Entertainment at home, on the move and in the car; Embedded systems in media processors and microcontrollers; Technology that enables the connected consumer such as wired and wireless connectivity; and Essential design ingredients that include Philips multimarket MMS products, GA, power products and IP.

Nexperia solution
Philip's response to technology advancement is the Nexperia cellular systems solution. The cost-effective solution is designed to help manufacturers climb the value chain by embedding multimedia features and next-generation connected multimedia appliances, such as digital media adapters, home media servers, media players, TV products and DVD recorders.

Lear commented, "Nexperia is a key technology that enables the developer to speed up time-to-market based on a combination of characteristics. First, Nexperia is extremely flexible, allowing it to be re-used for a vide variety of applications. Second, it's easy-to-use software is also a major advantage, simplifying the task of engineers seeking to create new products, cutting still further the time required to bring a product to market."

Prospects in China
According to Lear, China is especially important to Philips being a source for talented people.

"Universities like Tsinghua University and Fudan University are producing tens of thousands of intelligent, highly motivated and capable graduates in electrical engineering. A key component of our people strategy is hence to localize by attracting local talents and setting up systematic ways to train and develop these professionals."

Philips constantly focuses on creating solutions that design around the local customers. "One of the ways we are doing that in China is through the Consumer Business Innovation Center (CBIC) in Shanghai, a development center focusing on three main consumer business domains: Display Solutionsdisplay processing and display drivers; TV Systemsmainstream, digital, and standard; as well as Connected Multimedia Solutionshome, personal and car entertainment. I think the results of these approaches are visible in the nature and scale of our participation at IIC-China in the future," Lear emphasized.

For Philips, IIC-China has grown tremendously over the years. Since the company's first participation, the scope of the forums and seminars now spans a much greater range of subjects and specialized areas than ever before, says Lear. He also said that the organizers are doing a great job responding to a demand that is never ending and constantly changing.

Kathryn S. Gerardino
Electronics Engineering Times-Asia

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