DALLAS--Texas Instruments Inc. has reorganized its analog and mixed-signal business, retaining the group's dual management structure but realigning to better address key end-equipment markets and deepen ties with the company's DSP efforts.
TI has placed its analog business under the direction of Syrus Madavi, the former chief executive of Burr-Brown Corp., which was acquired by TI last year, and C.S. Lee, who had been serving as vice president in charge of mixed-signal products. Madavi now has responsibility for TI's high-performance analog business, and Lee is overseeing the company's high-volume analog and logic efforts.
Within the two analog business units, key operating areas have been aligned along end markets that TI believes will more closely match specific DSP product plans.
"We're getting ready for our future in terms of putting our key technologies and organizations under umbrellas and consolidating so they can focus better, rather than having disjointed efforts going across multiple organizations," said Harry Davoody, vice president of TI's digital audio and video (DAV) business.
In addition to overall advanced analog products, groups under Madavi's purview include the DAV unit and certain segments of the company's mixed-signal operations, including gigabit transceivers, optical, and RF. Lee will concentrate on established high-volume products, including standard linear and logic and military and storage devices, as well as display solutions.
"We're fine-tuning the types of products we're developing for the off-the-shelf mass market," Davoody said. "This has been going on for many years, but we're now accelerating this effort to get our analog side of the house more in line with our DSP brethren, and to better match available resources to bring more robust solutions to market."
Alun Roberts, director of worldwide marketing for advanced analog products, said the effort is part of TI's push to strengthen the link between its DSP and analog sales, or what the company refers to as the "attach rate" of analog products sold to DSP customers.
In 1998 that attach rate was less than 10%. Last year, however, TI increased the rate to 50%, and Roberts said that judging by current design wins, the attach rate could grow to 80% this year.
"Previously, we've had separate standard products and vertical products, and it has been a challenge that although largely overcome, we felt could be improved," he said. "We're now picking up the challenge of going vertical very fast and developing the selling of standard products into specific end applications so we can provide complete solutions."
At the time of the Burr-Brown acquisition, Madavi said he planned to continue with TI on an interim basis during the corporate transition.
"I think TI saw that [Madavi] could make a substantial contribution to the company, and I think he has become attracted to the challenge and believes he can make a strong contribution as well," Roberts said. "I believe his intentions now are long term."
Madavi and Lee could not be reached for comment.
The reorganization was triggered by the departure of two TI veterans: Del Whitaker, senior vice president of analog and logic products, who retired last year; and Keh-Shew Lu, senior vice president of analog and mixed-signal products, who retired earlier this month. Whitaker and Lu had shared management of TI's industry-leading analog efforts, although Lu assumed full responsibility for the business last year.