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TI's integration strategy for National Semiconductor devices begins to take shape

January 02, 2012 | Paul Buckley | 222902839
TI's integration strategy for National Semiconductor devices begins to take shape In this news analysis article EE Times Europe Analog's editor, Paul Buckley questions Heinz-Peter Beckemeyer, TI's EMEA Director Analog Marketing and Paul McCormack, TI's Business Development Manager for High Performance Analog – High Speed Products about how TI intends to move forward following its recent acquisition of National Semiconductor.
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EE Times Europe: What is TI's market position since the National acquisition?

Beckemeyer: Analog's total available market on a worldwide basis based on 2010 market figures (Source: Databeans) is $42 billion this is a huge opportunity for everybody out there. TI was in a position in 2010 to have market share of 14% and with the acquisition of National Semiconductor this will move us to a market share of 17%. Although that sounds a big number compared to our rivals for TI it means there is now basically 83% of the analog business that can still be gained out there. National brings us the opportunity that with the new analog design centers being brought on board for us that we can now focus on the next growth markets and we can expand from here.

Today we are in the range of $3 billion in terms of the total available market for data converters. If you look to 2016 Databeans is giving a forecast of just sub $6bn for the data converters sector. The general purpose ADCs and high speed ADCs are the majority of the total available market to us but for us the DAC side is going to be an important area and we will be also clearly leading the pack.

In the EMEA the industrial market is the key market for us. If you look in the central European area where there are all of the industrial machine manufacturers this is a big market for us. We have the big players here where you go from motor control and programmable logic controllers that need products that can do 10 V. In Europe there are also a lot of test and measurement manufacturers that make spectrum analyzers and oscilloscopes that need the highest precision down up to the widest bandwidth.

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