The cutting edge - Viewpoint

Electronic News, Oct 7, 2002 by Bernard Levine

Think creative. It's easy for electronics companies to make money hand-over-fist when the economy is going gangbusters. It's harder in tougher times. Nevertheless, many companies are rising to the challenge.

Extra creativity and smarts are vital when overall business conditions are difficult, but signs of that added spark are evident. Just look at a couple of items in last week's issue of Electronic News.

How about finding brand new applications for your products? Motorola is trying to do just that, creating an additional market for its 8-bit micro controllers (MCUs) in lower-end consumer and automotive applications that often still rely on electromechanical alternatives. Motorola's Nitron HCO8 flash memory-based MCUs are designed for refrigerator thermostats, washing machine controllers and the like.

There is plenty of untapped potential for electronics companies in those white goods. IC makers should go for it. "Developers will be able to bring new functionality to a host of cost-sensitive products," said Fred Shlapak, president of Motorola's semiconductor products division. Cars also offer new opportunities for the HC08, which can be used in windshield-wipers and window controllers, and elsewhere.

And that's not all the latest news on the automotive front--or back. Another story in Electronic News last week noted that car tailpipes and the emissions they spout offer another opportunity for semiconductor makers. Increasingly stringent environmental standards for automobiles could be good news for automotive electronics suppliers.

Leaders in the automotive electronics field are already honing their efforts in the emissions area, while other electronics companies are only eyeing the potentially huge market. Perhaps this is the time for your company to explore the automotive sector.

And perhaps you can boost the value--and profits--of your products. Passives powerhouse Murata Electronics is doing just that, unveiling its latest full host controller interface (HCI)-level Bluetooth module aimed at the wireless market. The module integrates active and passive components into one tiny product. The new module features Murata's integrated passives and other devices as well as an IC from Cambridge Silicon Radio and flash memory from Fujitsu.

"With our Blue Module, we eliminate the hassle of having to place the IC on a printed circuit board and mount the supporting passives, memory and matching components nearby," said Scott Klettke, group product manager for Murata Electronics North America.

Now, that's creative thinking.