[ Photos ] ADI: Emphasis on market thinking in technological innovation by ADI_Amy
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At a time when Internet of Things technology is rapidly changing the global electronic information industry, global semiconductor companies are also facing another cycle of survival for the fittest. As a world-renowned analog device supplier, Analog Devices has responded positively to change.
Mr. Yu Weihu, a reporter for the Journal of Motor Technology Applications, interviewed Thomas Wessel, Senior Vice President of Global Sales and Marketing at Analog Devices. Under his leadership, an all-round reform and layout is in full swing.
Thomas Wessel, Senior Vice President, Global Sales and Marketing, Analog Devices
Focus on promoting "market orientation"
ADI has always been known for its technological innovation in the industry, and it is the outstanding performance in technological innovation that has made ADI's influence for 50 years. However, in the era of the Internet of Things, the traction of applications is becoming a new engine for market growth.
Thomas Wessel also believes that the rules of the game have changed. The ADI company is pursuing a new "culture" that will create conditions for the innovation of past technology elites to be more relevant to the market, close to customers, and hope to build completely disruptive technological innovations. Business development model.
Thomas Wessel also said that the transition from "technology-oriented" to "market-oriented" does not mean that ADI will not focus on innovation in the future, but will separate product development for short-term goals and short-term business, and provide system-level solutions. To the customer, the dedicated team will continue to anticipate the innovation of forward-looking new technologies or business models.
Among the solutions that ADI provides to customers as a whole, it is not limited to ADI technology products. It integrates these third-party technologies and products with our technology, and pre-tests experimental debugging and verification, and then delivers the whole. To the customer.
The Chinese market has become an independent region
在“市场导向”策略下，ADI公司重新配置了销售管理体系，中国市场将作为独立的大区直接向Thomas Wessel汇报。
以往，中国业务属于亚洲区的一部分，而现在，新晋走马上任的大中国区总经理范建人直接向总部汇报，对于这一变化的原因，Thomas Wessel给出了明确的答案。
Thomas Wessel表示，第一是中国市场潜力巨大，业务增长非常健康，比其他ADI的区域要增长快很多。第二是中国市场有其特殊性，需要专注，需要本地的人才来管理本地的市场，这比从外部来管理中国市场会更加有效。
显然，中国市场已经成为ADI公司最为重要的市场之一，而成为独立大区的背后，是ADI公司更多资源的投入。
据Thomas Wessel介绍，在过去的18个月，ADI公司加大了在中国市场人力资源的投入，中国市场销售团队进行了必要的改组，更加细分的销售团队和中国市场的客户贴得更近。
其次，在北京和上海两个设计中心都获得了全球化的本地服务，同时加大技术资源的投入，用“中国设计”为中国客户服务。
建立多元市场服务体系
为了满足物联网时代市场诸多的服务需求，ADI公司把传统线下服务与互联网相结合，建立起一套全新的多元服务体系，用来提高客户的体验
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ADI把所有的技术资源和服务资源整合在一起，用来为客户提供整体的体验感受。这一服务体系里面包括内容丰富的ADI官网、为中国本地工程师提供服务的亚洲技术支持中心、EngineerZone中文技术论坛、系统方案精选、参考电路、本地化的FAE团队，分销商以及第三方合作伙伴等等。
Thomas Wessel表示，从ADI的角度来说，全球大概有10万个客户，一类是战略全球客户，第二类是重点客户，第三类是中小型客户。不同类型的客户都可以在这个体系得到满意的服务。
以华为为例，它是总部在中国的一个跨国公司，其设计开发机构有在欧洲的，有在北美的，ADI全球化的客户经理，就会协调全球的资源，整体的对华为的各个国家的点进行支持和服务。
Foreign mergers and acquisitions will become the new normal
Not long ago, Analog Devices acquired the well-known microwave and RF company Hittite for $2.5 billion. This acquisition has caused great repercussions in the industry.
Thomas Wessel said that ADI will further strengthen its acquisition and merger capabilities in the future, because in the entire industry, the establishment of systems and overall solutions is more important, the need for continuous new technology, the integration of similar products, mergers back, integration .
Taking the acquisition of Hittite as an example, the purpose of ADI is to integrate the entire information chain process. From the perspective of RF, low frequency, intermediate frequency, ADI itself has many strong technologies, and Hittite has great technical advantages in intermediate frequency and high frequency, so after the integration of Hittite and ADI, it will form from the lowest frequency to the highest frequency. A complete solution for all frequency bands.
In the future, acquisitions will also become an important part of ADI's innovation.