Freescale held its Freescale Technology Forum (FTF) China, August 26-28, in Shenzhen, China. The technology forum is aimed at demonstrating the company's latest products and technologies, and providing participants (developers and engineers working in China) with the most suitable solutions to develop their products and systems. Rich Beyer, CEO of Freescale, delivered the keynote speech in which he highlighted the latest strategies, development directions and products tailored for the highly demanding China market.
Beyer pointed out that Freescale has revised
its strategy and has transformed into a more focused company,
concentrating on its "core strengths" such as embedded processors,
microcontrollers and DSPs, RFs, analog and sensors, which - according
to Beyer - are expected to deliver "clearer, more competitive
advantages" to customers. The company plans to invest in its core
automotive and networking businesses, as well as to focus more on
R&D and customer support.
The company is placing added emphasis on specifically selected "focused" markets. "At our heart, we're an embedded processing company," said Beyer. "Looking forward, we see a world where Freescale's embedded technologies will be the drivers of automotive innovations, which will be the keys to cleaner, safer transportation."
Another area of focus for the company is networking. Beyer believes the company's embedded networking expertise will help create a new industrial scenario, based on characteristics such as intelligent and energy-efficient material control from the company's sensors, analog, RF and embedded processors, to provide a new generation of entertainment/communications devices.
A number of products targeting the above markets were launched during the event. VortiQa software, for example, is production-ready application-level software aimed at dramatically reducing the time required for the development of multicore processors. Meanwhile, the Freescale Tower System is a modular development platform with reconfigurable hardware, enabling developers to mix/match MCUs and peripheral boards for faster prototyping and lower costs. And the Sensor Toolbox - a unified set of development software, customizable boards and sensor algorithms - allows developers to maximize the potential of sensors.
The CEO said that under the current tough economic conditions, it would be easy to become "internally focused", losing sight of the opportunities ahead. Freescale however continues to look towards the opportunities that lie in the future. "For the past several years, we have concentrated on three major trends that represent the engines of our future growth. The continued convergence of these trends is creating demand for new applications."
The first trend is the Net Effect, which Beyer describes as the emergence of user-created content, and the enhanced multimedia experiences that are driving demand for higher network bandwidth. The rapid development and increased maturity of social networking applications, and user-generated content, are leading to the formation of new social communities and new consumer/business behavior. With wider broadband, enhanced connectivity, and the dramatic growth of mobile devices, these new applications are pushing the consumption and distribution of multimedia content through the web.
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