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Beyer: Freescale is a viable IC vendor

Posted: 25 Nov 2009 ?? ?Print Version ?Bookmark and Share

Keywords:Freescale Beyer interview? semiconductor industry? automotive?

Set for growth

7. A powerful long-term growth strategy: It starts with this picture that I painted of embedded processing solutions surrounded by these other elements. We studied lots of different products and applications to go after and we picked about 20 to go after with a vengeance.

We are focused on them, we've put more investments in them and we are reviewing them more frequently than we have in the past. We made sure as we developed this strategy that we have enough of these vectors that are going to grow faster than the overall semiconductor market.

8. A more motivated employee base: There was a perception in the company that we were losing market share and a sense of "what happens to us?" Employees were getting used to this and they just accepted it as something they could not do anything about. What we've now done is outline for the employees how we are going to start winning. And winning means turning each of these product areas and the whole company around.

We are starting to get our employees energized. It's still a work in progress but I am seeing much more energy in different areas. There's a team that got a product to market nine months sooner than expected. Two years ago they wouldn't have thought that was possible.

9. Strong support of the board of directors: This cannot be taken for granted because sometime the board of directors can look at what you are trying to do and have some disagreement.

The second point on this is that they are all in agreement this company is now on the right path to grow, be successful and ultimately to do an IPO. If we stay on that path, they know this is going to turn out to be positive for them and the investors so they support the strategy, the management and are patient in staying the course with us.

10. Stronger relationships with customers: when I joined we had customers that really like us and we had some that were really skeptical because of lack of obvious commitment or because they didn't see us paying attention to them. Today, they are telling us "we really feel more confident in what Freescale is doing." It's an awful situation if the customers don't believe in us.

We also have the strong support of our partners. There were partners who were saying to us "I am concerned about doing business with you because if I make investments in support of you and you go out of business that investment would have been completely wasted." Now, they are helping us a lot and their support is very important.

11. A streamlined organization: Over time, any organization over a period of time would develop ways of doing business. Those things can slow you down in terms of dealing with customers and getting things accomplished. What we've tried to do is streamline the organization. Sometime we have too many people, for example, defining the products around the world.

It doesn't enhance the process. It slows it down. A certain number of people helping to define a product is good; five times that many is too much. So, we've streamlined the organization to be more responsive.

- Bolaji Ojo
EE Times

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