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Atmel expands presence in China's chip market

Posted: 15 Mar 2007 ?? ?Print Version ?Bookmark and Share

Keywords:Zigbee? GPS? MCU? ASIC? PicoPower?

Atmel Corp. is expanding its investment in China's semiconductor market with the introduction of products and technologies designed for Chinese consumers.

"We have shifted our R&D investments toward the company's 'core' technologies: MCUs, security and ASICs, RF/automotive and nonvolatile memories, and we are emphasizing time-to-market, design-for-cost and power dissipation," said Steven Laub, Atmel president and CEO. "These investments directly support the work already being undertaken by our design centers in Beijing, Shanghai and Shenzhen along with our new offices in Nanjing and Chengdu."

Among Atmel's technology offerings for the China market include its latest generation of AVR MCUs that incorporate PicoPower power-saving technologies. PicoPower enables multi-year battery life in portable consumer products, lighting control, security, home automation, Zigbee and other battery-powered applications.

Moreover, Atmel is addressing the growing need to protect digital content, such as voice, data, video and audio, with a complete line of electronic and biometric secure products. Atmel's security focus includes products for secure financial transactions, identity protection, PC security, automotive safety and security and easy-and-secure access to personal records.

Capitalizing on its experience as an established supplier of automotive semiconductors to the European market, Atmel also eyes to establish itself in China's growing automotive industry. For this segment, Atmel will focus on under-the-hood control, GPS, convenience and entertainment, and safety and security applications.

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