We are bringing industry and academia together

Written by Sudhir Chowdhary | Updated: Feb 11 2013, 08:58am hrs
As the digital revolution continues, moving to higher speeds and multimedia and changing the way we communicate, play, work, and travel, the technology created by Norwood, Massachusetts-based Analog Devices is ever more in demand. Increasingly, Analog Devices is the company behind the most sought after features in virtually every type of electronic equipment. In todays automobiles, digital still cameras, LCD and plasma televisions, cellular handsets, medical imaging devices, and factory automation equipment, Analog Devices integrated circuits (chips) enable continuous connections, more vibrant pictures, clearer sound, and increased portability.

Engineers at Analog Devices India Product

Development Centre in Bangalore are involved in all stages of product development from concept to silicon to production as well as supporting its customers worldwide. The importance of India as a market is growing tremendously for Analog Devices, Somshubro (Som) Pal Choudhury, managing director, Analog Devices India tells Sudhir Chowdhary in a recent interaction.

In recent months, Analog Devices seems to be focused on bringing together the industry and academia and building strong system design expertise across multiple industry segments. From your perspective, why is this important

Yes, Analog Devices is focused on bringing together the industry and academia to encourage strong systems design expertise and more practical design knowledge among graduating students. We recently initiated Anveshana fellowship programme to nurture the system design skill set and expertise among the student community which saw tremendous response.

Last month, we launched our university programme to provide engineering students a unique hands-on learning opportunity with the launch of a portable, affordable and personal circuit design lab to supplement their core engineering curriculum. The Analog Kits allows engineering students to build and test a wide range of analog and digital circuits using their own PCs without the need for any other equipment. This implies that students can continue practical circuit design work in their dorms and classrooms outside of an expensive lab setup.

Easy access to online and downloadable software and teaching materials, online support, textbook, reference designs and lab projects to design and implement analog circuits as a supplement to their core engineering curriculum are also provided. This approach eliminates the time and space limitations of traditional university lab settings and gives students more flexibility to experiment with real circuits through direct hands-on experience.

What are the broad focus of activities for Analog Devices in India

Analog Devices is celebrating close to 20 years in India. The companys sales and distribution network across India serves and supports design teams of multinational companies, Indian original equipment manufacturers, and independent design houses across several segments including industrial, healthcare, defense, automotive and consumer. A team of application engineers, well-versed in system design and the value proposition of Analog Devices products, signal chains and solutions, engage and support a growing customer base (customer base has grown 100% in last few years) in India.

Analog Devices India Product Development Centre (IPDC), Bangalore is involved in some of the most challenging designs today, including complex application specific standard products, high performance DSPs, analog/mixed signal integrated circuits, and embedded software that powers these semiconductor chips. Engineers at the IPDC are involved in all stages of product development from concept to silicon to production as well as supporting our customers worldwide.

How important is the India market for Analog Devices in terms of business

The importance of India as a market is growing tremendously for Analog Devices. While today the revenue is still a small percentage of the global revenue, there is tremendous potential for growth and our India revenue will double in the next few years.

The talent pool for electronics system design in India has evolved dramatically. While defense and energy electronic solutions initially led the way, today, several captive centres of MNCs and India design houses are developing pretty complex systems in India across communication, healthcareand automotive electronics. In recent years, the domestic consumption of electronics has grown tremendously and is expected to grow to $400 billion by 2020, according to reports from the India.

What are the opportunities that you see in the Indian market Typically, who are your competitors

In terms of design influence, which results in revenue for Analog Devices India, we see strong growth. Designs are ongoing in communications, industrial, automotive and healthcare electronics besides the long standing opportunities in the defense and energy sectors. We at Analog Devices are encouraging more system design work to be carried out in India by providing ready reference designs and circuits from the lab available to our customers online, and engaging closely with them during their design activities.

The most important factor that is increasing Indias role in the global electronics industry is that a number of multinational companies and independent design houses (IDHs) are now carrying out entire system designs in India. Indian engineers have gone through a significant transformation over the years.

Is there a good talent pool in India for R&D

The talent pool in India has matured over the years. We have senior designers who have several years of experience and provide leadership for our design activity, engage with our customers globally and help us win. We also have a very good university hire programme where we hire the best students through a stringent hiring process.

What will be your strategy going forward for the India market

We plan to double our market share in most of the key application areas we are focused on in the next few years. We will continue to focus on this talent and growing the expertise within our engineering team in India.