'We are betting big on convergence'

-Doug Rasor, VP and manager of Worldwide Strategic Marketing, Texas
Instruments

What kind of areas are you focusing on at present?

Digital Signal Processing (DSP) for the several decades has been the
company's focus. I spend a lot of time understanding what is the next big
application area for DSP. The analog circuitry that surrounds DSP is both a
great business opportunity as well as a source of challenge for our customers.
So we help them with the analog and the DSP part and try to build a better
relationship with customers at the system level. With large companies, it is
sometimes difficult to be entrepreneurial and react quickly and create new
products.

What
technologies is TI betting in the coming years?

We are betting big on convergence between entertainment and communications.
In Asia, and other countries, phones are no longer for just talking. Camera
phones are becoming common and also a lot of new applications like video and
multimedia. We are making investments to take it to higher levels. We are adding
video and software with analog functions, power and battery management for
smaller phones. There is convergence in communications and entertainment in
areas like the IP set-up box and entertainment services using broadband
networks.

Our
DaVinci platform is aimed at addressing video and support communications and the
rest of the interfaces. As far as mobile TV goes, we are investing in tuner chip
to receive signals for DVDH. Healthcare is another area that is using
communications and video imaging.

What is
the roadmap for your much-touted DaVinci technology?

DaVinci is our chip architecture /platform for imaging and what we need to
do next is to deliver the specific DaVinci devices. You will see that happening
aggressively over the next year. We have already painted a broad target about
the applications-video, IP security cameras, IP set top boxes, camcorders and
wherever there is multi-format digital video.

What are
your plans for the ultra low-cost mobile (ULC) chipset that you have announced?

We have been planning a lot around ULC chip-sets. There is a lot of buzz
about high-end phones. But if you look at the number of subscribers-1.6 bn
subscribers, the number is small compared to the 4-6 bn people who can be
reached with cellular —who can make their first phone calls in their lives on
a cell phone.

I think emerging
markets are a big opportunity and we will target those as well. They are not
sexy technologies but they will provide us a lot of value and capabilities. The
bottomline is that this market is about cost. So we have developed a single chip
phone-so that all the analog processing, digital processing and the radio rest
on a single device. We are actively engaged with handset makers and also some of
them in India to create those handsets. The first phones will be out in 2006.
They are being tested now.

With other
companies like Motorola and Infineon also announcing their plans for the ultra
low cost mobile market, isn't the field becoming highly competitive?

This is a big market and no one company can cover the whole market. To be
successful, certain factors are necessary. One factor is to integrate the
technology with a single chip; to my knowledge, a lot of people have announced
their intentions to do it, but are not there yet. The acid test is when the
phones come out.

Secondly, it is
important to have no margin for error. You cannot afford to have the die size
too large or a package too expensive. We think that the ability to own your own
fabrication facility without having to depend on other foundries is important.

We think we are well
positioned since, we are experienced and have the technology in place to build
chips in TI factories.

For TI,
India has been more a development base than a market. But since the last few
years, this is changing. How does the company view this evolution?

Yes, TI has been in India for 20 years. We have done valuable development
out of here. Because of the growth of the consumer economy in India, many of our
customers are coming here. We are now helping them in development and support.

My personal
observation is that in India you don't have people who have learnt
“from-the-school-of-hard-knocks” experience unlike US Silicon Valley. That
will come eventually.

Priya Padmanabhan 


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