Publication American Microsystems, Inc. increases presence global
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Said Done ASICs 30th Anniversary ASSPs Expo
Publication American Microsystems, Inc.
increases presence global marketplace, continues expansion
Coca-Cola®, Pepsi®, Pizza Hut®, Baskin Robbins Kentucky Fried Chicken® recognized names, just United States, also remote corners globe. surprisingly, names like Intel®, HP®, Motorola®, Compaq®, Siemens® Ericsson® close behind. Together, these consumer-goods high-technology companies changing lives millions. And, order safeguard their future global economy, they've been jockeying market share exploding economies China, India, Latin America. American Microsystems Inc. (AMI) part this global trend, with twist. While gone overseas look markets, also gone look talent, skills intellectual property. crucial AMI's growth prosperity. survive into 21st century, need acquire intellectual property (IP)," said Jerry Homstad, president AMI. "That's we've decided actively seek talent needed create this wherever find good deal exists overseas." example, growing library ASIC megacells, augmenting in-house efforts with design teams from Russia. While U.S. leads digital design, great deal mixed-signal design expertise resides overseas. fact, overseas where heart sophisticated instrumentation, automotive sensor applications beating. "Imagine pool well-trained educated design engineers who, years, have developed advanced technologies that parallel own," said Harold Blomquist, vice president director AMI. contract with Russian design firm, Landgraf-Dietz, based Moscow. They will help develop ASIC versions very popular integrated circuits. already seeing results. Global page
design center Dresden, Germany
SAID DONE
Gerald Homstad, President, American Microsystems, Inc.
Global from lead page
fact, will ready offer Europe, AMI's Dresden design center first successful implementations gate array standard cell 0.6µ geometries. Both projects were Britain's Garfield Microelectronics Limited, ASIC consulting design firm. Garfield's designers, Garniss were working separate projects. They both wall. Required performance could squeezed from devices designed using 0.8µ process. They turned end, prototypes worked according specifications. standard cell project, early decision made with micron process, speed requirements. However, with 0.6µoptimized RAMs available, 0.8µ memory cells were used. Pre-layout simulations worked both Garfield AMI. Layouts introduced long paths nature design. Clearly, 0.6µoptimized memories were necessary. These were made available project completed successfully. "The team very serviceoriented," says Oldfield, director Garfield. "Because they turned things around quickly, could different approaches. truly relied another throughout these projects." moving frontier 0.5µ. Where world will first implementation come from? With AMI, could almost anywhere.
ASIC designers work Israel
capacity going while cycle times keep coming down
time this newsletter your hands, will have celebrated thirty years ASIC business. Throughout year, have been quietly celebrating contributions employees. relative newcomer, always impressed number employees have been with from beginning. 1966, were original, only, ASIC vendor. Back then, charter develop manufacture custom PMOS integrated circuits. While it's true we've moved from PMOS CMOS, still offers most extensive variety ASICs marketplace. Whether concept completed design, provide ASIC solution need. have survived flourished constantly reinventing operations meet needs marketplace. ocess continues today position ourselves next years. Construction wafer fabrication facility begun site large enough support another facility equal size. have engaged world's premier consulting organizations bring much needed outside perspective business processes. have also established design centers around U.S. throughout world. Tapping into design expertise found Israel, Germany, Russia East supporting efforts become more global. This focus proving extremely rewarding. Historically, sales have been dominated North American customers. This, too, beginning change. have been expanding international sales team list overseas customers keeps growing. also subsidiaries with design sales teams Germany Japan, plus manufacturing representatives affiliated design centers Canada Israel. making profound impact perceived outside U.S. though, it's customers will benefit from design talent have uncovered from around world. Whether overseas, U.S., customers always concerned about capacity. this time last year, were experiencing demand well excess
popular 80186 microcontroller VHDL form early next year. AMI's global expansion includes design centers located Germany, Japan, Israel United Kingdom. recently-opened Israel design center cooperative venture between Vectronics, distributor Israel. Responsible percent ASIC starts AMI, Israel proven lucrative market digital ASICs. also accelerating growth Southeast Asia. years packaging testing site Philippines. 64,000 square-foot facility houses employees. region will have even more focus with John Rankin moving from marketing duties Standard Products developing sales strategies Southeast Asia. weeks into job, Rankin said, "It's impossible excited when what going Singapore, Taiwan other emerging markets this part world."
were struggling
customers, this great time place orders.
satisfy customers. pleased report challenge been overcome. Capacity available because both falling demand
"It's impossible excited when what going Singapore, Taiwan other emerging markets this part world."
John Rankin director sales, Southeast Asia
design center with untried 0.6µ design process. Olaf field application engineer, accepted challenge. gate array project, migrating from 0.8µ 0.6µ simple. enhanced equationbased timing
improvements we've made manufacturing. With production cycle times record on-time delivery record high, we're good position sustain these achievements even when demand turns again. customers, this great time place orders. have capacity will receive world-class delivery performance. always, thank your business.
tackle challenge. design kits software updated, philosophies developed, consideration given include analog components digital gate arrays. gate array base developed.
ASICs
guarantees FPGA-to-ASIC conversions
Choosing supplier convert
Guarantee from page
this AMI's submicron fabrication superior customer support. Suddenly, becomes compelling choice. have successfully completed more than conversions. And, over years have refined design processes tools, like ETRA here customers rest assured once Confidence design fabrication processes ultimately strengthens AMI's position making this offer. Over past years, more than percent conversions have achieved first-pass success. Guarantee page take design, will work smoothly successfully each time," said Lapp, Digital ASIC marketing manager. have intention needing absorb NRE. This offer demonstrates confidence meeting exceeding customer expectations conversions."
Customers help expand AMI's megacell library
Scott O'Grady Bosnian forest after plane been shot down, idea equipment that would help save life powered American Microsystems, Inc. (AMI) digital ASIC. Indeed, heart PRC-112 survival radio digital ASIC. Today, there thousands applications with ASIC core. ASICs telephones, cable converter boxes, commercial jets, name few. digital ASICs these functions being bought individual components, adding material cost, manufacturing cost size today's systems. Enter AMI. develop these functions cells that integrated into ASIC. Examples megacells include M320C25 M320C50 core cells, MGMC51 (8051 compatible) MGMC51FB (8051FB compatible) microcontrollers MG82C50A (8250 compatible)
There's only 100% guaranteed FPGA conversion.
FPGA into ASIC never been easy. There underlying issues like fabrication capacity, delivery time, cost NRE. But, real anxiety comes down this: Will ASIC work exactly like FPGA? first time? eliminated this anxiety guaranteeing conversions.
Call
marketing program, kicked-off October makes following offer customers, "Your ASIC will work right first time NRE."
slashes design cycle order fulfillment times
Times changing American Microsystems, Inc. (AMI). Cycle times, that ASIC design order fulfillment cycle times dropping dramatically. Gradual improvements AMI's processing culture occurring result suggestions from Thomas Group Inc. (TGI). million consulting firm that helps companies improve their processes become more competitive profitable using speed-driven results. cornerstone TGI's approach focus reducing cycle time eliminate processes that value. results impressive. AMI's ASIC design cycle time improved percent continues fall. Order fulfillment cycle times have improved percent. same time, productivity employee more than percent. Inventory turns have almost doubled on-time delivery improved percent. improvement process begins with identifying areas that need work establishing goals each area. Defining methods measurement must. Putting together cross-functional teams help smooth toward meeting established goals. intends measure improvement following areas: orders design/development starts; on-time delivery; fulfillment cycle time first-pass yields; design/development cycle time Cycle Times page
Cycle Times from page
first pass yield; productivity (revenues employee); inventory turns; total revenue; operating income (return investment). goal complete remake organization over time. "Change this magnitude radical change only happen with firm commitment from management," said White, management shown this commitment rapidly closing goals."
popular many applications? answer simple. provides libraries suite megacells ASIC designers need their particular applications. Megacells critical element development today's ASICs. They allow ASIC designers integrate more system functions into ASIC, reducing system costs. Furthermore, megacells accelerate ASIC development keep system developers from missing market windows. What exactly megacell? very complex function, such microcontroller DSP, that offered core cell within ASIC. absence megacells,
UART. course, many other megacells available. digital ASIC marketing staff working with customers identify future requirements. these requirements identified, will create megacells. Currently working 32-bit cell, well equivalents 53CF94 SCSI controller 79C960 Base Ethernet. take advantage extensive megacell library offer input megacells need your next ASIC development project, don't wait, give call.
Dave Locke product marketing engineer locke@poci.amis.com
30TH ANNIVERSARY
Looking Back: years service, stability continuity
1966, opened doors nearly closed them, too. Christmas original employees were celebrating motel corner Camino Wolfe what today called Silicon Valley. Though jovial boisterous, celebration undercurrents concern according founders attended. "There really nothing much celebrate," said. were broke. Many thought also farewell party." However, when other founders convinced Defense Electronics Products division extend contract with AMI, more venture money raised survived. been part semiconductor industry years now. industry where hundreds companies have risen disappeared without trace, fact that survived even prospered remarkable. What's even more astounding corporate culture that existed those early days still exists spite long journey taken along way. four founders. They Wheeler, William Vallandingham Peterson. Today, only Wheeler survives. founders were working General Microelectronics Santa Clara. When company sold Philco, four founders sensed that P-channel metalgate technology they were working would discontinued under management. they decided leave start their company. born. Financing this venture based purchase order from Defense Products Division RCA. contract development garden-variety P-channel discrete transistor some consulting. basis this $675,000 order $400,000 additional financing, founders began
From humble beginnings. rented apartment, Doyle Drive, Jose housed first office
Looking Forward: Growth plan calls $500 million year 2000
facility being built, company housed variety temporary locations. Initially, abandoned prune warehouse home young company. Later, moved two, two-bedroom apartments finally into building. building cost $675,000 equipped with $400,000 worth equipment. "Starting When asked what meant him, long-time employee very succinct, "AMI past, present future." very bright future will when everything goes planned. Already $271 million dramatic growth. According Jerry Homstad, president AMI, company preparing grow $500 million year 2000 sustain that growth rate next decade. Homstad been just over year. It's been year spent, among other things, clarifying vision milestones that must reached there. Said Homstad, "Our efforts double revenues four years less will built foundation strengths: NETRANS capabilities FPGA conversions; design expertise mixedsignal; wireless standard products; customer service support." Although these sufficient short term, long term plans place improve both processing technologies design/product technology. AMI's Looking Back page goal hone design product development skills leading edge. process technologies, plans being more than generation away from leading technology. Long-term plans call several improvements. Although business units (Digital ASICs, Mixed-Signal, Standard Products, Foundry) will dramatically change, steps will taken improve their longFAB closed fast track completion
used hunt hill where stands today."
Morrison AMI's vice president foundry operations
prune warehouse unusual seems today." "Prune orchards were everywhere Silicon Valley. Back then, took relatively small amount money
"Key growth intellectual property."
Gerald Homstad president,
range strategic marketing capabilities. "Intellectual property growth, said Homstad. vision Standard Products becoming mothOther steps being taken establishment partnerships with universities, third-party organizations other companies. already doing this with many Standard Product offerings. "Each bombarded with opportunities into markets. Making informed decisions about next generation's applications crucial." said Homstad. Another AMI's accelerated growth will performance vendor choice. company with roots custom ASIC business, excellent reputation vendor service. "Whether it's order entry, status reporting communications, simply have best industry," Homstad said. back words pointed hiring Thomas Group Looking Forward page
erlode intellectual property, with Digital Mixed-Signal taking advantage this intellectual property some symbiotic that adds value their products, rather than just selling pieces silicon." step being taken acquire intellectual property upgrading adding design centers. more than design centers around world. weeks opened another Israel through cooperative venture with distributor. Design centers AMI's going where technology talent abundant prefers reside.
started." While started with P-channel, metal-gate technology devices, tried hand wide variety businesses, including calculators, telecommunications, testers, watches, liquid crystal. spite many changes direction, 1980s outgrown facility needed more manufacturing space. stage move Pocatello, Idaho.
construction laboratory
ASSPs
first unveiling family MPSD products
American Microsystems, Inc. (AMI) offers family MPSD3X3 (1Mb). Each device available 8-bit 16-bit. Additionally, MPSDs being offered normal- zero-power configurations. MPSDs one-chip solution separate ICs: RAM, PLD. hand-held applications, where space power premium, AMI's MPSDs offer best solution. These devices also provide percent drop-in replacement PSDs from Philips. Samples available immediately with volume production scheduled December 1996. Pricing quantities 10,000 range from 256k MPSD3X1, $5.50 512k MPSD3X2 MPSD3X3.
Using more distributors sell more more standard products
Welcome rapidly changing world distribution. Today, positioning itself take advantage increasing distribution sales channels. Throughout 30-year history, sold through distribution sales channels varying degrees. Now, AMI's distribution sales manager, preparing significantly step this channel. Why? Distributors have improved SX041, SX042 soon-tobe-introduced SX045 were some products covered. Today, these FAEs have ability provide customers with on-site demos these WavePlex products, well train other FAEs within their respective organizations. distribution sales channel large. good analogy sells would that triangle. triangle would represent AMI's direct sales force 8-to-10 sales managers. manufacturers representatives would middle triangle. These sales people, numbering approximately 150, support direct sales managers. Distributors would form base triangle. Sales personnel distributor level number around nine hundred. Combined, this triangle forms strong team direct sales, manufacturers representatives distributors. utilize distribution sales channel provide marketing inputs. distributors very close customers. They determine direction, needs strategies these customers very early. distributors help identify target markets, players nuances Just watch. standard products offering grows, importance distribution channel will grow along with
Future Electronics Reptron Electronics www. reptron.com Horizons www.nuhorizons.com American info@allamericansemi.com AXIS Components -www.axis.memec.com
Kaya, distribution sales manager, North America jkaya@poci.amis.com
markets. They assist product definition sounding board consultant. They even help provide competitive analysis pricing guidelines, based their experience with customers market savvy. Finally, distributors very quick grasp concept that will increase sales benefit customers. recently came across article listing distributors with
Programmable System Devices). This initial offering includes three separate devices: MPSD3X1 (256k), MPSD3X2 (512k),
Wireless Technology Conference Exposition showcases wireless products
second week October. Hurricane Josephine, then demoted tropical storm, whipped through Providence, Rhode Island, leaving random trail crimson leaves. Inside Providence Convention Center, vendors customers made their through maze booths second Conference Exposition. aisle after aisle, suppliers components, antennae chipsets jockeyed attention they displayed their latest products. midst all, American Microsystems Inc. (AMI) proudly showed formidable WavePlex family wireless ICs. short years, this family direct sequence spread spectrum derivative products grown size stature. From visiting customers trade publication editors, conference attendees were eager learn more about what company would announcing. transceivers, receive-only, transmit-only 802.11 compliant were each praised their flexibility. every application discussed, booth visitors would then spin number other relevant applications. Visitors booth were most excited about well could into their radio wireless design. This have been busiest wireless show date. After all, there hurricane Josephine deal with coinciding show neighboring state. Nevertheless, there were connections made opportunities seized during AMI's four days Rhode Island.
their sales force. Anticipating customer needs helped them specialize their skills provide better service. They understand their customers well positioned more sensitive capable addressing their needs. Distributors have increased their technical capabilities. AMI's distributor sales force includes number very technical field application engineers (FAEs). talking about three FAEs. It's more like FAEs major distributor. Sometimes, these FAEs focus specific market segments where their technical expertise even more detailed. example, some FAEs recently underwent three-day, hands-on, wireless technical training seminar that focused WavePlex product family.
websites Internet. AMI's major franchised distributors were included article. Here their addresses:
Keeping with fabless semiconductor companies
growth fabless semiconductor companies evident this year's Expo Santa Clara, California. Along with American foundry support 0.6µ through 5.0µ designs will triple production capacity with completion Construction moving ahead with first wafer outs expected '97. Technologies from 0.6µ through 5.0µ currently being supported AMI's will continue through turn century. celebrate their recent offered opportunity single company experience 0.6µ capabilities first hand free charge. winner drawing would receive free silicon foundry development. Chip Express Corporation drawn this year's recipient. Upon receipt
Looking Back from page
Warren Wheeler grown Idaho. also learned that Fairchild good experience moving some facilities Valley Mexico. "Why Idaho?" thought. Wheeler called Senator Frank Church from Idaho asked some help. "Within days," recalled, "there entourage individuals, including President Idaho State Discussions went well moved present site Pocatello, Idaho 1970. They moved site that Morrison, vice president foundry operations, knows well. Morrison been with years grew Pocatello. used hunt hill where stands today," said. fact, there playing with matches nearly torched that hill." From early days, employee seen all. name Zausch. Today, foundry product marketing engineer. Badge reflects 1966 start with company. Zausch reflected, "Things different today. people, even know what rubylith This thin film placed over drawings AMI's first devices. graphics artist would painstakingly rubylith masks with exacto knife." "This some very tense moments. would home find piece stuck your shirt sleeve wonder belonged design. Worrying whether device would work some stressful times." wafer size started with inch. Then moved through one-inch one-and seven-eighths, until today's 8-inch wafers. AMI's first fabrication facility located area much bigger than garage. cost less than million dollars equipped with contact printers costing less than $12,000 $15,000. Today, AMI's will costs more than $300 million dollars. Pulling bootstraps. when motel room home. And, it's still doing company plans $500 million year 2000.
"This initiative taken could very well pave future engagements between companies"
Or-Bach president Chip Express
GDSII tape, AMI's Silicon Foundry Division will process 0.6µ development Chip Express. Known rapidturn service, Chip Express will have opportunity experience AMI's world-class silicon foundry expertise service. pleased
Microsystems, Inc. (AMI), more than Fabless Semiconductor Association (FSA) members attended. These companies that command state-of-the-art technologies, depend companies like foundry support. years, provided foundry services numerous fabless semiconductor companies longer than other. Perhaps it's because works hard understand customers' needs meets those needs with worldclass manufacturing. provides
receive this award from AMI," said Or-Bach, president Chip Express. ASIC time-to-market leader, always looking world-class manufacturers co-develop unique process. This initiative taken could very well pave future engagements between companies." congratulates Chip Express looks forward fabricating their design. also wishes thank participated this year's contest. Stay tuned next year's deep sub-micron offering.
Looking Forward from page
helped reduce cycle times customer service delivery times third. Dramatic growth sales cannot sustained without sufficient manufacturing capacity. into place plan build capacity that fuel growth year 2000 beyond. expected process 2,500, 8-inch clean room. clean room expand another 2,500 week, totaling 5,000 wafers week. This capacity enough take year 2005. "Capacity certainly limiting factor growth. wafer fabrication, here United States, certainly Philippines where assembly test," said Homstad. area which Homstad does much change sells products through manufacturer representatives. switched them 1980 have continued grow since," concluded. face successful years, accelerated growth lofty goals, change winning formula?"
Or-Bach (left), president Chip Express Corporation, receives plaque from AMI's Zausch recognition Chip Express being selected this year's recipient free silicon foundry development from
wafers week first-phase
Worldwide Headquarters 2300 Buckskin Road Pocatello, 83201
marketed ROMs, telecom prod-
this particular region." Brian, employee over years, brings sales
Brian Ball
Faces news
Rankin focus Southeast Asia region
John Rankin joined sales organization, sales manager Southeast Asia. will responsible AMI's sales efforts Southeast Asia, including Japan, India Australia. "Our interests region have grown rapidly
John Rankin
ucts, plus brought testing facility. previous positions AMI, Rankin responsible PEEL product line. Earlier, layout designer product engineer microprocessors microcontrollers.
wealth digital ASIC experience. After earning degree mathematics from Idaho State
Brian Ball Colorado
factory field sales. also moved from Pocatello, Idaho Denver, Colorado. Ball AMI's field applications engineer Colorado. Brian's appointment Colorado first step AMI's expanding presence region. Today, works space provided Thom Luke Sales Inc., manufacturer's representative. "Sometime 1997, will moving into facilities area," said Ball. "AMI here serve huge marketplace.There some divisions Hewlett Packard, Storage Technology, Exabyte, Maxtor many other potential customers represented
University, worked layout specialist, design engineer, product marketing engineer major accounts manager.
recent years," said Harold Blomquist, vice president director AMI. created this position provide necessary focus compete effectively this region." Rankin, 20-year employee AMI, brings broad spectrum semiconductor engineering, marketing sales experience assignment. been engineering part career, marketing other years, most recently performed both. arrived this assignment after being product marketing Products Division, where
Application Specifics
quarterly newsletter customers American Microsystems, Inc. free. added mailing list, submit comments story ideas, please contact: Tamera Drake, Editor Phone: (208) 234-6890 Fax: (208) 234-6795 E-mail: tdrake@poci.amis.com
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Copyright 1996. American Microsystems, Inc. rights reserved. Printed recycled paper.
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