These Freescale guys have great marketing slides but when you look behind the scenes there is only a few resources rowing the boat. Also putting out products and hoopla is ok, but then you need applications, follow-up support, etc. to support these product long term. From my observations they need all the image building prior to when the 2nd generation of executives can dip into their stock they were generously provide.
If you broaden "automotive" into "transportation" then Freescale does indeed have a commanding presence. I've spent quite a chunk of my career recently on safety-critical applications and several members of the PowerPC family have been so strong they were nearly "category killers" in applications such as jet engine control, for example the FADEC for the F-35 Joint Strike Fighter uses 10 of them (along with 8 SHARCs)! I'm not trying to say the burgeoning ARM architecture can't make inroads on this but the poor level of peripheral integration I've seen hasn't allowed them to make much of a dent in this market. If Freescale should decide to exit this segment (I don't believe they're going to do so) it would leave a major market vacuum that would take a lot of effort to fill, and I'm not referring just to the "legacy" code and site (socket?) base.
Its not easy to survive in this Industry. The debt of this company is more than the revenue of most companies. Having said that, they are moving in the right direction. It takes time to wipe off such an amount in any industry. I do see them improving their position 5-10 years down the line.
Being focussed on the stated priority is a good idea. This helps in aligning employees and resources. I believe paying attention to the technology is as important to paying attention to market and your customers. Make that a part of your vision and success should not be far.
TI has provided dual core Processor since DaVinci and nothing new in that. I wonder why not many companies are trying to provide ARM + OpenVR/NVidia except few. I know there are few activities going on but i would like to assume that GPGPU could be a great offering for embedded/mobile computing market.
Firstly, FSL is #4 in automotive. After Renesas, Infineon, ST. Check the market report from Semicast.
Secondly, FSL does not generate enough cash. The cash flow is negative after paying the interest. Just look at the cash flow report from their site. In fact, in the last quarter, FSL lost 40 mil$. They like to count and show the world EBITDA, but that is not relevant when the interest is 150 mil $ / quarter.
One previous commenter rightly pointed out that FSL tried to sell debt to Wall Street. That is true. If someone could restructure their debt and reduce it by 60%, or more, overnight, FSL would be an investment grade company as its cash flow would allow to investments and aquisitions.
And growth? We will see. I doubt it as the curve looks like flat revenues.
A Book For All Reasons Bernard Cole1 Comment Robert Oshana's recent book "Software Engineering for Embedded Systems (Newnes/Elsevier)," written and edited with Mark Kraeling, is a 'book for all reasons.' At almost 1,200 pages, it ...