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SmartPlay aims to be No.1 design services firm

Posted: 12 Nov 2012     Print Version  Bookmark and Share

Keywords:design services  digital design  wireless software solutions  analogue design  wireless 

SmartPlay Technologies is a design services company founded in 2008. Rated as 2nd largest semiconductor services company in India by Cybermedia Research, SmartPlay has over 600 employees in India and eight design centres spread across India and the U.S. region.

"We have witnessed a CAGR of more than 200 per cent year to year, for the last four years," claims SmartPlay Founder and CEO Pradeep Vajram. He spoke to Arti Singh at EE Times India about the company's operations, target markets, and expansion plans.

EE Times India: Brief us about SmartPlay's India operations. Tell us about SmartPlay's engineering offices in India.

Vajram: SmartPlay provides design services to three broad categories—digital design services, wireless software solutions, and analogue design.

We have eight design centres spread across India and the U.S. region. In India, we have offices in Bangalore, Hyderabad and in Noida. Our Noida office will be a 'centre of excellence' for turnkey solutions and software development, serving the needs of our local and worldwide customers.

EE Times India: Which are the different verticals that you cater to? Are you looking to enter new market segments?

Vajram: In terms of technology verticals, mobility is the largest segment followed by computing, and networking. Majority of semiconductor consumption and hence services opportunities are in these three segments. However, we are continuously exploring unique verticals opportunities in these segments.

EE Times India: Which are the regions or segments offering the highest growth?

Vajram: We are witnessing growth in both domestic and North America regions across wireless and semiconductor segments.

EE Times India: What are the opportunities and challenges that you see for semiconductor/mobility design services in India?

 SmartPlay' Pradeep Vajram

Vajram: The challenge we face is to balance raising engineering cost versus projects budget constraints.

Vajram: As per the recent ISA report, the semiconductor services industry in India has witnessed 17 per cent of cumulative growth. We see good growth in terms of number of design starts as well as ownership by India design centres. Today, Indian services industry is more matured and have built a strong partnership with local MNC captives as well as their global counterparts. For SmartPlay, this provides a unique opportunity to strategically partner and provide more solutions based services to our customers.

In mobile segment, the opportunities are in providing technology support in connectivity and modem protocols and serving need for Android platform in the ecosystem. While in semiconductor segment there is significant growth in ownership model and providing SoC implementation services.

Given the above changes, we see the need for more experienced team to deliver high quality services. Key challenge is to balance the overall cost of the project and getting high quality experienced engineers.

EE Times India: Specify the target customers for SmartPlay.

Vajram: Our customers include IDMs, fabless, and start-ups in semiconductor segment. In mobility, we cater to prominent OEMs, system design, and wireless companies.

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