Low power to no power is our mantra

Our biggest differentiator is that our chip fits in every equipment and

electronics

How is Texas Instruments shaping up its business in India?



As the world goes digital, the need for analog chips will increase. This is

because as long as human beings use gadgets of any kindcell phones, camcorders,

PCs, energy meters, generators, or ultrasound machinesthere will be need for

analog, chips. Analog, therefore, has become a more important opportunity for us

than ever before. And we are indeed in a very powerful position to be able to

add value to any electronic system for any application. The nice thing about

analog is that it not only finds its place in large and known applications, but

in many more small and unknown applications as well.

The Indian semiconductor industry has been experiencing tremendous growth. In India, medical electronics, energy, security and surveillance, and industrial and automotive electronics are some of the sectors experiencing a high growth rate. And Texas Instruments has been taking initiatives to make this industry more robust. The company is focusing on this sector with products in analog, embedded processing, microcontrollers, and application processors. Dr Biswadip Mitra, MD, Texas Instruments India, has been instrumental in playing a pioneering role in creating the semiconductor ecosystemwith key partnerships with the Indian industry and the academia. With 500 US patents from India to its creditthe highest among all companies in the countryTexas Instruments India is driving analog and digital signal processing innovations for applications such as video appliances, medical electronic devices, industrial and automotive electronics, wireless handset and infrastructure, etc. In an interview, Dr Mitra shares his thoughts on the industry dynamics. Excerpts Dr Biswadip Mitra, MD, Texas Instruments India

With over 40,000 products in our portfolio, out of which 17,000 are analog,

we are well positioned to make a foray into the growing Indian semiconductor

market. India is a very huge market with lots of potential, and we believe that

its growth and success story will continue. In the near future, extremely strong

infrastructure, feature-rich handsets, and multimedia phones will be in great

demand in India. Not only voice, but data will also be a very important factor

for India. And we are betting on it.

There is a lot of talk about green chipsets and energy efficient products.

Have you taken any initiatives in this direction?



The mantra and keyword for our business is low power to no power. And we

are already in talks with the government and Bureau of Energy Efficiency to

understand the requirements of the industry and users. We are constantly

involving in manufacturing power efficient chipsanalog chips. And to speak

statistically, we produce around 40,000 chips among which 17,000 are high power

analog chips, and also have an array of power efficient products.

Reducing system power consumption is no longer only a matter of longer

battery life or reducing heat dissipation, its an environmental concern. And we

have committed teams working solely on reducing power consumption at both the

chip and system levels. SmartReflex is the companys holistic approach combining

a number of proprietary TI technologies to dramatically reduce both static and

dynamic power throughout an application. This technology makes handsets less

power hogging.

How are your products different from other similar products in the market?



As you know, we are a chip company. Our biggest differentiator is that our

chip fits in every equipment and electronics. We develop analog, digital signal

processing, RF, and DLP semiconductor technologies that help customers deliver

consumer and industrial electronics products with greater performance, increased

power efficiency, higher precision, more mobility, and better quality. So, there

is a huge, comprehensive product portfolio that keeps us ahead in this business.

Besides, our strong R&D back-up is also one of our key differentiators. In

India, 14,000 engineers are working in our R&D center and the quality of our R&D

innovation is our biggest USP.

For a country like India cost is a very critical factor. Do you keep this

in mind when you launch new products in the Indian market?



As far as cost is concerned, I have a slightly different perspective. Once

people in India go from unconnected to connected, they will want more features

and applications. They would not be satisfied with only voice. So cost is not,

either now or in the future, going to be an important factor for the Indian

market. Our main focus is to make more feature-data-music-and-applications-rich

handsets and products. Even in rural areas LoCosto and eCosto chip solutions are

gaining popularity. With an eye toward putting mobile communications technology

into the hands of more people, including the third-world countries that may have

never made a phone call, we are leading the way in lowering costs by integrating

large portions of wireless systems onto single-chip, high-volume digital CMOS

technology.

What are your recent developments in the R&D space?



Working with our counterparts in other TI R&D centers, engineers at the TI

India R&D center in Bangalore played a significant role earlier this year in the

development of a family of fully integrated analog front-ends (AFEs) for

portable to high-end ultrasound diagnostic equipment, extending TIs

high-performance analog expertise in the medical imaging market. TIs AFE58xx

family allows the design of innovative ultrasound systems with superior image

quality and reduced power consumption. Our first device, the AFE5805, addresses

the specific needs of the portable ultrasound market with nearly 50% space

savings, 20% lower power consumption, and 40% lesser noise than existing

integrated solutions.

TI engineers in India also had a major role this year in the area of embedded

processing, including digital signal processors (DSP), and MSP430 ultra-low

power microcontrollers that find application in various segments like medical

and industrial electronics, security and surveillance, etc. As of July 2008,

engineers from TI India had filed over 530 patents in the US, the highest by any

technology company in India.

You have launched a voice engine called MOVE (modular open voice engine). How

do you expect this engine to affect the VoIP market?



We have a strong position among hardware and software systems in the VoIP

market, spanning from base stations to routers to CPEs. MOVE is a key component

of the system software that has been made available for the first time to the

broad market. MOVE enables OEMs and ODMs to use the same componentized

software across multiple product families. The software can co-exist with other

system components like audio, video, and imaging, available on end-equipments.

 Arpita Prem



arpitap@cybermedia.co.in