Silica starts roll out of design support strategy focused on power applications

Silica starts roll out of design support strategy focused on power applications

Technology News |
By eeNews Europe

Rolled out under the brand Power ’n More the new strategy will be built on Silica’s ability to support end-to-end designs both at system and device level and will apply the company’s expertise in programmable logic, MCU/MPU, analog and lighting design support.  Involving a seven-figure investment Power ’n More aims to boost technical support for power system designs at device and system levels across every phase of the design cycle

Power ’n More is going to be fully supported by Silica’s extensive line card featuring most of the top 10 power IC suppliers, including Analog Devices, Diodes, Infineon, International Rectifier, Maxim Integrated, Microchip, NXP, ON Semiconductor, Renesas, Rohm, STMicroelectronics and Texas Instruments.

“We have invested heavily in training and education to instil in staff at all levels a culture focused on a detailed understanding of the needs of our power customers,” explained Karlheinz Weigl, Silica’s regional vice president of sales for Central Europe and Executive Sponsor for Power ’n More.

Training and education will be a key part of an integrated approach that lies at the heart of the Power ’n More strategy. Silica plans to develop facilities to support designers from system specification, architecture definition and topology, through to assistance on best-fit device selection, PCB layout or EMC analysis.

The company aims to develop extensive resources to support design engineers and will provide 14 dedicated power field application engineers with simulation technology, backed by five fully equipped power labs across Europe, which will be launched in 2013. As with the company’s successful Core ’n More microcontroller initiative, specific resources will be deployed in focus countries such as Germany, Italy, the UK, France and the Nordic region.

Silica said that the 14 Power FAE engineers will receive 1700 hours of in-depth power training before launch and the strategy will be further supported with 25 Analog FAEs with 800 hours of power training.  In addition the company will also ensure that 55 of the company’s digital FAEs and sales engineers will be given 400 hours of power basic training.  All Power Expert FAEs will be equipped with a power simulator.

Silica application engineers will combine power expertise with their in-depth knowledge of specific application areas, for example in industrial electronics, home automation, identification, lighting and other growth sectors. This means that Silica’s technical support can guide customers from inspiration to production, regardless of the industry they work in. In-house resources are to be complemented by a ‘Platinum’ network of independent power systems consultants, each able to provide customers with turnkey solutions for power projects.

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