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Lattice Semiconductor Looks to the Future

7/12/2013 12:48 PM EDT
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Tom Murphy
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FPGA Progress
Tom Murphy   7/12/2013 2:49:50 PM
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This seems like a solid pact that will raise the bar for competitors in the FPGA arena.  On a day when the broader market is down, Lattice's stock rose to $5.26 from $5.18 in recent trading, meaning most traders thought it was nice but nothing that will change the course of history.

Max The Magnificent
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Re: FPGA Progress
Max The Magnificent   7/12/2013 3:37:00 PM
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@Tom: On a day when the broader market is down, Lattice's stock rose to $5.26 from $5.18...

I like to believe that this column played some small part in that (hey, let me dream! :-)

patrick.mannion
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Re: FPGA Progress
patrick.mannion   7/13/2013 10:56:56 PM
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Interesting: Distributor agreements happen all the time, would this be the only reason Lattice's stock rose?

Patk0317
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Re: FPGA Progress
Patk0317   7/14/2013 5:43:31 PM
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The owner of Future (world's largest privately held distributor), would not sign this agreement if he did not think he could make money off of it. So, even though Lattice is a distant 3rd or 4th player in the FPGA game, they must have a niche market or something else that Miller sees where they can make a play.

Max The Magnificent
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Re: FPGA Progress
Max The Magnificent   7/15/2013 11:04:15 AM
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@Patl0317: ...they must have a niche market or something else...

Well, in addition to a very good mid-level offering (in terms of capacilty, cost, performance, and features), they have the ultra low-power stuff they acquired when they purchased SiliconBlue, plus they have a very sophisticaled power/platform management family/suite.

Tom Murphy
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Re: FPGA Progress
Tom Murphy   7/15/2013 12:21:15 PM
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More distribution usually means more revenue, so, yes, both the distributor and the manufacturer should benefit from that.  How much is the question. The buyer is probably going to order from one place or another, anyway, and if they wanted Lattice chips they can get them -- Lattice still gets the order, but perhaps at slightly different terms.

Tom Murphy
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Re: FPGA Progress
Tom Murphy   7/15/2013 12:17:25 PM
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That's a good question, Patrick.  It was a small move in the stock, and this announcement appears to be the only news that was out that day involving Lattice. The stock is up another 2 pennies today at $5.24, but still well below the 52-week high set of $5.71 in March.

mcgrathdylan
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Big deal?
mcgrathdylan   7/12/2013 3:29:11 PM
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Max, like you I never paid that much attention to distribution agreements like this one. But Bruce has a way with words. Certainly does seem like a move in the right drection.

Max The Magnificent
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Re: Big deal?
Max The Magnificent   7/12/2013 3:39:18 PM
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@Dylan: ...But Bruce has a way with words.

Each word is hand-picked on the north side of the hill in the early morning whiel the dew is still glistening on them ... no, wait, that's my words :-)

ESUNDERMAN9874
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Re: Big deal?
ESUNDERMAN9874   7/16/2013 10:50:12 AM
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lovely words!

Max The Magnificent
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Re: Big deal?
Max The Magnificent   7/16/2013 10:57:09 AM
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@ESunderman: lovely words!

Why, thank you very much :-)

docdivakar
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Re: Big deal?
docdivakar   7/16/2013 11:33:27 AM
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Max, one question I have is why didn't Lattice do this earlier? Why did it take so long to forge this strategic relationship with Future?

If you do a follow up on the product category (FPGAs), it would be nice if you can dig up some story on what Tabula is up to these days...

MP Divakar

Max The Magnificent
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Re: Big deal?
Max The Magnificent   7/16/2013 11:36:46 AM
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@DocDivakar: ...it would be nice if you can dig up some story on what Tabula is up to these days...

I'm not allowed to say anything at the moment ... but I do hope to be able to report something that will blow your socks off in the not-so-distant future (so you had better make sure to wear elasticated socks for the forseeable future :-)

DMcCunney
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Marketing as well as distribution
DMcCunney   7/12/2013 8:12:14 PM
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The key for me is "Our agreement is that Future will focus on demand creation activity." They are not just adding a fulfillment channel - they are adding a marketing arm to help sell Lattice products,

Of course, it will take a while for Future's staff to come up the learning curve and be able to sell and support Lattice gear, but I can see the logic to making this move.

 

_hm
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Litmus test for Future
_hm   7/12/2013 8:49:36 PM
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This may be a litmus test for future electronics. We eagerly await to see prowess of design solution and support efficay of future with this nice product line of Lattice. It has good chance of getting A grade. How much time will be required to see first result?

Kinnar
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Re: Litmus test for Future
Kinnar   7/13/2013 3:14:36 PM
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Yes actually it is a primary struggle of Lattice Semiconductor as it has to compete the old players Altera and Xilinx in the FPGA Markets, but the later both have not focused the industry segments, where as Lattice does has a particular focus in certain segments of the electronics application industries. So we can alternatively say that Future will be able to have more focused environment to play with. Yes but you are right that struggle will be there.

patrick.mannion
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Distributor as tech support and demand creation?
patrick.mannion   7/13/2013 10:56:01 PM
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In some cases the trend toward distributor as tech support and demand creator is smart, especially for small- to mid-size companies. But many designers complain that some suppliers take it too far and completely abdicate their responsibility (and opportunity?) to provide support and incorporate feedback from users in the field.

Some field support engineers from suppliers may have some thoughts on this.

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