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Top executives to address challenges faced by China's engineers

Posted: 19 Feb 2007 ?? ?Print Version ?Bookmark and Share

Keywords:EDA chip design? IC design verfication? NXP Atmel TI? IIC-China 2007?

Atmel's Steven Laub will discuss how ICs are improving the lives of China's emerging middle class.

Top executives from leading semiconductor companies will share their views with China's industry visionaries, design innovators, media and industry analysts during next month's 12th International IC China Conference and Exhibition (IIC-China).

In Shenzhen, Giel Rutten, senior VP and general manager of NXP Semiconductors' Home Business Unit, will introduce the concept of "connected living." Entitled "The next consumer experiences: connected living," his keynote will tackle China's role in digital media developments, and will address the semiconductor challenges faced in the local digital home market.

In Beijing, Atmel President and CEO Steven Laub will discuss how technologically-advanced ICs are improving the lives of China's emerging middle class. With China's semiconductor market expected to grow 20 percent faster than the industry as a whole in the next three years, the country's middle class is also increasing at a rapid rate. However, this poses a challenge to IC designers. Aside from smaller, faster and cheaper IC products, Chinese consumers are also looking for smarter, safer and more secure silicon devices.

Terry Cheng of Texas Instruments Asia will discuss the role of analog in multimedia handset performance.

Analog of the future
Analog chips are an essential element of almost all applications in today's digital world, and when it comes to hot consumer products, analog technology is critical in delivering high performance on the go. The growing global demand for mobile communications and entertainment devices means an ever expanding need to move vast amounts of data quickly, improve sound and image quality, and increase battery life. In their quest for greater functionality, consumers have put the spotlight on analog innovation and the vital role it plays in keeping the digital revolution moving forward.

Terry Cheng, president of Texas Instruments Asia, will tackle the role of analog in multimedia handset performance in his keynote entitled "The next analog frontier" in Shanghai. He will also discuss new digital innovation and the opportunities, the trends in consumer demand around mobility and performance, and the role of analog innovation in meeting the needs of the future.

Additional information on IIC-China is available online.

- Margarette Teodosio
Electronic Engineering Times-Asia

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