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Maxim ready to take on IoT space, says CEO

Posted: 14 Mar 2014     Print Version  Bookmark and Share

Keywords:Maxim  sensor  analog  mixed-signal SoC  supply chain 

The CEO of Maxim Integrated Products Inc. since Jan. 1, 2007, Tunc Doluca, has revealed his company's building block and application specific approach to the electronics market.

Q1) How would you characterize the differences between Maxim under your predecessor Jack Gifford and under yourself?

Tunc Doluca: I worked with Jack Gifford for many years and respected him greatly. An effective teacher, he had passion, intellect and brilliant ideas. He drove people hard to deliver results, but he also rewarded them. I became CEO in 2007 and, although we have made several changes (such as centralizing our supply chain to better serve our customers and reorganizing to focus on end markets), we continue to execute on Maxim's vision of creating highly integrated products. That started under Jack; it is not new for Maxim Integrated. In fact, we modified our company name in 2012 to underscore that focus and expertise. We accelerated the changes to adapt the company to our strategy.

Q1a) Is it a move away from analog building block products and towards mixed-signal and digital solutions including software?

TD: Maxim has built a leadership position in analog and mixed-signal integration. We continue to grow operational excellence and revenue in areas such as multichip system-in-packages and fully integrated mixed-signal SoCs. While highly integrated products, which now comprise about half of our revenues, are our differentiator, we continue to create great building-block products. That will never change. Over time, we have built a rich portfolio, which grows to this day. These ICs showcase our innovation, are successful in the market, and help our customers differentiate their systems. Ultimately, many of our standalone products will emerge as candidates to be integrated with others onto a chip. However, some of these products will remain clever, best-in-class discrete components.

Tunc Doluca

Q2) Is it more application and market oriented? In which case what are Maxim's markets and what characterizes them in terms of volumes, average selling prices, etc.?

TD: In 2011, we reorganized to focus on end markets so, yes, I would say we are market-oriented. Driven by demand for smartphones, mid-range phones and tablets, our mobility business grew the fastest. It is currently the largest segment in terms of revenues. As smaller form factors and power efficiency become more critical, we target other applications that can benefit from our expertise in analog integration. These include smart meters, automotive infotainment and portable medical equipment. However, we value and target the broad market, too, primarily small and medium-sized customers in the industrial space. Our business model effectively balances high-growth mobility with the stability and long term annuity of the industrial and communications markets.

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