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Fujitsu Semi welcomes changes under Spansion management

Posted: 27 Nov 2013 ?? ?Print Version ?Bookmark and Share

Keywords:analogue? memory? MCUs?

Three months since Spansion finalised its acquisition of Fujitsu Semiconductor's microcontroller and analogue businesses, about a third of the U.S.-based memory chip maker's employees consist of those from Fujitsu. Some forty to fifty per cent of Spansion's business is now MCU and analogue, with the balance generated by the company's flash memory work.

For older-generation engineers accustomed to the Japanese corporate tradition of life-time employment, this sort of sudden employer change is more than traumatic. For Japanese customers for whom a Japanese chip vendor was considered a trusted partner, this abrupt introduction of an unfamiliar supplier could be troubling. Spansion Innovates board member Takeshi Fuse describes the situation as "a bolt from the blue."

Speaking last week at the Embedded Technology 2013 conference, Fuse (pronounced Foo-say), vice president of the Microcontroller and Analogue Business Group at Spansion, laid out what the future holds for his company. In doing so, he reassured current and future customers of Spansion (and formerly of Fujitsu Semiconductor) about what to expect from the consolidated company.

Fujitsu Semi welcomes changes under Spansion management

Fuse: New mantra is to make the new Spansion 'a one stop shop' for all three product lines.

Three welcome changes Fuse pointed out for the MCU and analogue businesses now under Spansion are a more global footprint, a horizontal embedded approach (analogue, flash, and MCU), and the adoption of Spansion's proprietary embedded Charge Trap (eCT) technology in embedded MCUs.

While the MCU and analogue businesses had "a solid foothold in the Japanese market," and "even to some extent in China" under Fujitsu Semiconductor, Fuse acknowledged, "We had not been able to crack either the North American or European markets very well." Under Spansion, "We will gain a much bigger marketing presence in the global market."

Fuse also acknowledged, "In the past, we were much more accustomed to vertically selling MCUs and analogue products." Now, the new mantra is to make the new Spansion "a one stop shop" for all three product lines, while promoting "modules" consisting of three and "driving the platform approach" for newly designed SoCs integrating them, Fuse explained.

Fuse, however, believes the biggest and the most tangible technology advances will come from the adoption of Spansion's proprietary eCT technology in embedded MCUs. "Expect us to release the new product in 2015," he said.

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