Can a small fabless analog vendor compete with the top five analog IC vendors in global markets? This question is being asked often, especially in the context of emerging Chinese end-system OEMs. Europe used to have many small analog IC specialists – most but not all have by now been acquired. In this case study, we will compare one such small but well-established company competing with the world’s largest analog company.
The challenge for small companies is to anticipate market needs and develop products that will be ahead of and differentiated from the competition. A competitive comparison can show how relatively similar products are introduced by one big (Texas Instruments) company and one small (Systemcom) company. In principle, their products function in the same way, but use different approaches regarding their target application-- IC products for photometry, electrochemical and radiation sensing with current input sensors.
Systemcom Ltd., a fabless IC design house with 16 employees and $1M revenue, launched in July 2012 an analog front end (AFE) IC -- with current input and 13-bit ADC. Their AFE is developed as a family of modular products, designed as IP modules, as well as a standalone ASIC solution.
• The solution in the form of an IP module is used when a customer builds a larger system (SoC) from proven and characterized building blocks. IP modules with different characteristics allow more flexibility in the design of an electronic system, resulting in the system optimized for the particular application. The IP modules are designed for an extended temperature range, so together with a consumer and industrial temperature range, the application field is quite broad.
• The product as an ASIC solution is developed for customers who want a complete system ready for production. The application of the AFE family is based on an electronic system having a sensor with the current input, as in photometry, electrochemical and radiation sensing.
Systemcom’s product targets broad general applications but is supported by the flexibility to allow customization of IP modules according to the customers’ needs.
In January 2013, Texas Instruments (TI) introduced at CES2013 the industry’s first integrated analog front end for photometry applications. TI, with over 35,000 employees including many from the former National and over $13B in revenue, is the largest analog IC vendor.
TI’s AFE IC also targets photometry applications, including clinical and home-use pulse oximeters, blood glucose meters, and heart rate monitors. Since actual trends are leading toward portable electronics for health monitoring and diagnostics for home use, with options for communication and control from a distance (telemedicine), it was predictable that TI would develop such a product. This particular IC represents a case of dedicated ICs with a known application and customer base in the medical device industry.
So how should the two companies have approached the same application? In this example, the difference is a laser-like focus on identified large volume OEMs versus a broader and more flexible offering to potentially more diverse customer groups.
Such approaches were expected and predictable but are very challenging for a small vendor which can’t afford many product misses. It requires a small team of design and application experts who are able to make a more general synthesis of diverse customer requirements. Once again, TI’s product line is sharply focused but it is also more limited and less flexible. Systemcom’s product line is very broad and flexible -- covering a range of market segments.
The most pronounced product line differences are shown in the table below. Brief comparison of AFE features
Agree much. Just a handfull of startup with good product structure and understand products specific need and deep well market understanding will success to become turnover generating companies. Not a companies that just throwing some random power up with full spectrum add on. Thanks
Front-end (of development) opportunity is all
well and fine, but moving it to production by
convincing some major player to take a chance
on your shoestring startup, is a remote fantasy.
Almost every major company has handcuffed itself
to a raft of internal and external specs and
required vendor certifications, which would bury
a startup in paper and make-work. And as soon as
you, the shoestring guy, adopt this ever-heavier
tortoise shell as required, there goes your once
Transitioning from a "content creator" to a
product revenue based company is a long, hard
So what????Where is they now? For the competition sake, what this Systemcom doing now with their solution, is they start selling its, how well this product fair, how about major players reaction etc. other than some products specification you show there. Can you obtain me some data or news to show me clearly and lastly I'm like to see small companies thrive. Thanks.
I am intrigued by the article and by the discussion it has stirred up.
I obtained the datasheet for Systemcom’s product (at its web, through registration). Article’s point was that there are approaches where there are opportunities for small companies in competition with very capable and competent giants….
I noticed that AFE44xx with the gain of 4 and 1Mohm gain of TIA gives 4Mohm in total. SC-I-AFE-180F110 on the other hand provides 64kohm (in TIA) and 1296 (PGA) which gives 80Mohms in total. It means bigger and, as it seems, more programmable gain for SC-I-AFE-180F110, giving quite adaptable solution, while TI's is sharply focused to the specific application.
In summary, one would highly welcome both approaches from the customers' point of view -- it offers them vendor choices and flexibility. Also, note, the SC-I-AFE-180F110 datasheet states that the chip I/O accepts 3.3V logic levels.
There are several other dimmensions of the product that was not considered, what makes this article, more marcom than technical. Doing the product focused to specific applications, it is a strong trend in analog. Why offer more than the application requires ????? That´s why TI is at US$ 14 billion level and this startup will take some time to double the current revenue.
Prove please and what this upcoming companies doses that TI or ADI or other well established companies cannot do if they found its important and will make money. They can incorporate the many of the best system in their one products if needed but not do so because of specific needed (referring to Systemcom solution to TI).
If we are talking about treat no need to mention those Chinese specialist even a number of US small analog companies alone can become treat to the giants in specific applications. Thanks.
Well, neither TI and ADI apparently agree with you -- they both see the threat from fast growing analog specialists in China, for example...
One can also look into who is that "unknown" Petrov Group.... In 2012 they published a seminal 400+ pages strategy analysis of TI - this time post-National acquisition. They posted extensive in-depth excerpts from that report on their Web page.
They have also published numerous strategy reports on Linear, Maxim, National, Intersil, TI, etc.
@sranje, we are not talking about some trivial digital stuff this is serious analog, you cannot beat TI or ADI for performance, These folks have invested plenty to get to this level, be it proprietary process development or design...
hmmm - I found it useful and interesting.
Are all four of you above working for TI? TI is a GREAT company - we agree but -- do I detect a pro-TI bias?
I actually checked on "little un-known start-up company" - it has been in business for 20+ years and its customers included Intel, Digital, Bosch, etc....