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How small vendors compete in analog IC market

Strategy
4/29/2013 09:56 AM EDT
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52634
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re: How small vendors compete in analog IC market
52634   4/30/2013 8:06:50 PM
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Temperature range of AFE4490 is -40 to +85C and the lower cost AFE4400 is 0 – 70C. AFE4490 programmable gain range is from 10k to 1000k in seven steps for the TIA and a further gain of 1 to 4 in five steps. Furthermore, the TIA has programmable feedback capacitors (5 to 250pF in six steps), which allow for tailoring of the bandwidth. The ADC in AFE4490 is 22bits versus 13bit ADC for SC-I-AFE-180F110 (that is what the product brief says. Pity there is no full datasheet on-line to enable a full comparison). AFE4490 splits the analogue and digital supplies to allow interface to a range of micro I/O voltages over the SPI. The SC-I-AFE-180F110 states that it has a single supply requirement of 1.6 to 1.8V. How to interface that? Probably need level translators. Broad application ICs can end up being a jack of all trades and a master of none. AFE44xx is primarily for pulse oximeter, but is successfully used in other applications where the integration of both the Tx for the LED and the Rx photodiode portions make sense. For interfacing to other types of sensors then different AFEs are required; LMP91000 / 2, LMP91050 / 1, LMP91200, LMP90100 etc.

truekop
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re: How small vendors compete in analog IC market
truekop   4/30/2013 8:27:50 PM
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why is eetimes publishing junk ?

Simon7382
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re: How small vendors compete in analog IC market
Simon7382   5/1/2013 8:16:07 AM
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This whole piece looks like an advertisement for this little unknown start-up company from Croatia packaged as a product "evaluation" by an unknown consulting company. If anyone believes that they can compete with TI in anything he/she needs his/her head examined. Why would EETimes lend its name and credibility to something like this is a mystery.

aktion99
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re: How small vendors compete in analog IC market
aktion99   5/1/2013 2:44:08 PM
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I agree. Thanks

sranje
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re: How small vendors compete in analog IC market
sranje   5/1/2013 9:35:47 PM
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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....

truekop
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re: How small vendors compete in analog IC market
truekop   5/2/2013 3:39:58 AM
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@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...

sranje
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re: How small vendors compete in analog IC market
sranje   5/2/2013 3:48:28 PM
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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.

aktion99
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re: How small vendors compete in analog IC market
aktion99   5/2/2013 9:44:12 PM
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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.

Roger3
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re: How small vendors compete in analog IC market
Roger3   5/5/2013 2:54:08 PM
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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.

sranje
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re: How small vendors compete in analog IC market
sranje   5/6/2013 4:09:43 PM
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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.

aktion99
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re: How small vendors compete in analog IC market
aktion99   5/6/2013 4:50:47 PM
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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.

dick_freebird
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re: How small vendors compete in analog IC market
dick_freebird   5/22/2013 3:31:36 PM
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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 valuable agility. Transitioning from a "content creator" to a product revenue based company is a long, hard road.

AKeleon
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re: How small vendors compete in analog IC market
AKeleon   5/22/2013 8:19:49 PM
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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

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