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The hustle & bustle that is China

Posted: 12 Mar 2007 ?? ?Print Version ?Bookmark and Share

Keywords:IC design? chip design? IC verification? system design? chip verification?

Atmel demonstrated how its various solutions work in an automobile.

"I just love the buzz here, everyone is so eager, so energetic," said a first-time visitor at the China.iicexpo.com">12th Annual International IC-China Conference and Exhibition (IIC-China). Indeed, the design industry of China continues to be enveloped with fervor as local companies and the big names in the electronics field come together to deliver new products, technologies and solutions to a captive audience worldwide.

"Two, three years ago, things were not like this [in China]look what we have now," said Julieanne Dibene, Director of Marketing Communications, Micrel Inc.

The packed Hall 2 of the Shenzhen Convention and Exhibition Center shows more than the eagerness of Chinese engineers to know about the latest product or solution available. It speaks of a country's eagerness to step up its design expertise.

The rich brew of solutions exhibited at IIC-China ranges from wireless communications to personal and mobile solutions to industrial. For example, at Texas Instruments' booth, a mobile TV solution centering on China's TD-SCDMA standard drew a huge crowd. Its recent effort to enter the medical devices sector was also underscored with a demo of an ECG device running with a TI instrumentation amplifier and CMOS operation amplifiers.

Over at NXP Semiconductors, the digital living room concept was highlighted with demos of solutions targeted at digital TVs, PCs, STBs, personal video recorders, digital media adapters and mobile phones.

More than 200 exhibitors presented their products to China engineers.

STMicroelectronics meanwhile has the mobile communications sector in mind for its IIC-China exhibit. "We are picking up from the success of the GSM Congress," explained Joanne Tan, corporate communications director, greater China, STMicroelectronics (Shanghai) Co. Ltd. The Nomadik multimedia applications processor was the central piece of the company's exhibit.

Demos on automotive electronics drew huge crowds as well. Atmel, Silicon Labs and Renesas were among the companies that presented solutions for the next smart vehicle. With China's growing middle class, interest in cars is on the upswing. "China will be a huge market for the automotive electronics sector," remarked Keung Hon Ming, senior sales and marketing manager, MCU Sales and Marketing Division, Local Business Group, Renesas Technology Hong Kong Ltd.

Although there is still a couple of things to address such as deeper knowledge in electronics design and stronger R&D capability, there is no doubt that China is well on its way to build up further its design expertise. The continued success of IIC-China is a testament to this.

-Celeste dela Torre
EE Times-Asia




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