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Beyer: 11 reasons why Freescale is viable chip vendor

Posted: 25 Nov 2009     Print Version  Bookmark and Share

Keywords:Freescale Beyer interview  semiconductor industry  automotive 

Staying profitable

1. Improving and positive financial performance: We turned profitable and cash flow positive in the third quarter and now we believe we are on a very healthy trajectory. This allows us to continue to buy down the debts as well as to build the cash reserve that we would need when we would have to finally pay down the debts in three or four years.

2. Increasing design wins: We have won this year designs in automotive that are very significant. We took those designs away from competitors who had those designs for several years. We have won a series of designs in wireless base stations, an area that is booming. These are designs in Europe, North America, China and Japan. These are designs that we would not have won one year ago. We brought the products to market faster and the products are highly differentiated.

3. Stronger customer confidence: When I joined Freescale we had customers that really liked us and some who were very sceptical about us because of lack of commitment or who felt we were not paying attention to them. Today, they are telling us they feel more confident about what we are doing for them.

4. A new and truly talented management team: We brought in Reza Kazerounian from STMicroelectronics to head the microcontroller solutions group, moved Lisa Su from the chief technical officer position to become general manager of the networking and multimedia group and Tom Deitrich, who used to run the wireless business, now runs the remainder of that but also other parts of the business.

We promoted internally to fill the CTO position and named Henri Richard to head sales and marketing. It's a blend of new ideas and new approaches, together with a talented group of people who know what our company can do and how to make it better.

5. An improved set of new products: We are introducing a new set of products on a regular basis in various market segment and getting a lot of positive feedback from customers.

6. A more efficient new product development/introduction system: We have focused our energies on a very simple proposition. We need to bring good products to market faster than we have been doing in the past and faster than competitors. So, we are attacking this problem. Some of these products take two years to develop so we are reviewing every element of that process to find out how we can do it more efficiently.


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