???? Lattice（萊迪思）是ISP（在線可編程）技術的發(fā)明者，ISP技術極大的促進了PLD產品的發(fā)展，80年代和90年代初是其高速發(fā)展的黃金時期。Lattice中小規(guī)模PLD/FPGA比較有特色，種類齊全，性能不錯。1999年Lattice收購Vantis（原AMD子公司），2001年收購Lucent微電子的FPGA部門，2004年以后開始大規(guī)模進入FPGA領域，是世界第四大可編程邏輯器件供應商。面對經濟危機和低迷不振的半導體產業(yè)，F(xiàn)PGA廠商如何出手應對？Lattice營銷總監(jiān)Douglas Hunter先生接受中華電子網（www.elenchina.com）專訪時表示，“任何半導體公司，包括Lattice，必須在產業(yè)回歸健康，消費者重拾信心的時候做好準備去抓住機會。而唯一的方法就是去研發(fā)、推出新產品，為Lattice的客戶提供令人信服的價值。”以下是專訪摘要。

????Elenchina.com：您如何評價Lattice在2008年整體上的表現(xiàn)？在過去的一年中Lattice在技術、產品上都取得了哪些突破？

????Douglas Hunter：2008年是非常好的一年，因為Lattice新產品不斷獲得動力，擴大了市場占有率。例如， Lattice產品的低成本、低功耗、SERDES-capable Lattice ECP2M FPGA產品家族的應用范圍處于持續(xù)擴展中，從PCIe到無線等。Lattice具有非揮發(fā)性的XP和XO產品，具有提供高安全性、快速操作性和單片機解決(因為沒有外部引導裝置是必要的)的特點，已經廣泛應用于大批量的應用，如顯示器和消費電子產品。2009年，Lattice期望提供給消費者更多的新產品和解決方案。

????Elenchina.com：2008年Lattice在亞太及中國市場上的表現(xiàn)如何？熱銷的產品有哪些？應用領域為何？

????Douglas Hunter：在亞太地區(qū)，特別是中國市場，增長勢頭強勁。Lattice的FPGA，CPLD和可編程的數?；旌?/a>產品暢銷亞洲，用于各種應用，尤其是對于通訊和低成本、大批量應用的消費市場。

????Elenchina.com：2008年，經濟危機和行業(yè)不景氣對Lattice產生了什么影響？能否用數字說明？什么領域受到的影響最嚴重？

????Douglas Hunter：像所有的可編程邏輯公司一樣，Lattice看到整個市場的疲軟和市場細分，當然Lattice也會沮喪于收入增長緩慢。然而，盡管目前的衰退是極端的，不過半導體工業(yè)一向有其周期性，并且Lattice已經習慣于處理困難的市場情況。

???Elenchina.com：目前半導體產業(yè)的形式使得大家對于2009年更加憂心忡忡，請問您如何看待明年產業(yè)情形？貴公司又是如何應對這場產業(yè)寒流？

????Douglas Hunter：目前全球經濟不景氣的獨特之處在于：沒有可靠指標，即危機會有多大？或是會持續(xù)多久？Lattice認為目前的重點在于不斷投資于內部的產品和技術的研發(fā)。并且這項投資是絕對必要的！這使得Lattice即使處于經濟低迷時期，仍然具有較強的產品和銷售量。Lattice具有較強的流動性和良好的資金地位。以確保在經濟風暴下， Lattice能夠緊密的控制成本。

????Elenchina.com：您覺得在消費者恢復大規(guī)模購買信心之前，廠商最需要做的是什么？這場產業(yè)寒流何時才能結束？

????Douglas Hunter：任何半導體公司，包括Lattice，必須在產業(yè)回歸健康，消費者重拾信心的時候做好準備去抓住機會。而唯一的方法就是去研發(fā)、推出新產品，為Lattice的客戶提供令人信服的價值。

????Elenchina.com：展望2009年，Lattice有什么重點發(fā)展策略？主推的產品和技術是什么？哪幾大應用將成為2009年的收入支柱？

????Douglas Hunter：2009年，Lattice將繼續(xù)維持超值的FPGAs，CPLDs和可編程的數模混合產品組合，如時鐘系列和電源管理設備。更確切地說，Lattice將提供獨特、差異化產品在那些市場和應用上，其中包括了Lattice的低成本、低功耗的SERDES FPGAs，無揮發(fā)裝置，極低功耗、多功能的ispMACH 4000ZE CPLDs 和PLD-based數?；旌袭a品。


附：英文采訪記錄

1 What do you think about the performance of Lattice in the whole 2008 year?In the past year,what breakthrough has Lattice achieved on the technology and products?

2008 was a good year for Lattice as our new products continued to gain momentum and market share. For example, our low cost, low power, SERDES-capable Lattice ECP2M FPGA family is being used in an ever-widening spectrum of applications, from PCIe to Wireless. Our non-volatile XP and XO products, which offer high security, instant-on operation and a single-chip solution (because no external boot device is needed), have been broadly adopted in high volume applications such as displays and consumer electronics. In 2009, we look forward to providing more new products and design solutions to our customers.

2 What do you think about the performance of Lattice in the Asia-pacific and China region market?What product sales specially well?and how about the application fields?

Asia-Pacific in general and China in particular are strong growth markets for Lattice. Our FPGA, CPLD and programmable mixed-signal products all sell well in Asia and are used for a variety of applications, particularly for communications and for low cost, high volume applications in the consumer market.

3 How do current global economic crisis and the bad situation of Semiconduct industry affect Lattice? Please set an example to explain which business Sector of Lattice affected mostly heavily.

Like all programmable logic companies, Lattice is seeing weakness across all markets and market segments, which of course depresses our revenue growth. However, while the current downturn is extreme, the semiconductor industry has always been cyclical and we are accustomed to coping with difficult market conditions.

4 The current bad situation of semiconduct industry make everyone worry about the 2009 year.How do you predict the FPGA or Semiconduct industry for 2009?and how to cope with the industry bad times?

The current worldwide economic downturn is unique in that there are no reliable indicators for how deep the crisis will be, or for how long it will last. Given the length of design cycles, for both Lattice and for our customers, we understand the critical importance of continuing to invest in internal product and technology development. This investment is absolutely essential if Lattice is to emerge from the economic downturn with strong products and sales. Lattice has strong liquidity and a good cash position. To preserve that strength and to weather this economic storm, we are controlling all costs very tightly.

5 what does FPGA or Semiconduct company shoud do before the recovery of the consumers confidence?in your predict,when will the industry cold snap end?

Any semiconductor company, including Lattice, must be prepared to seize the opportunity when the industry returns to health and consumers regain their confidence. The only way to be prepared is to continue to develop and bring to market new products that provide compelling value to our customers.

6 What is the Lattice strategy for 2009?What product and technology will be mainly promote? And what will be the mainly income pole for Lattice in the coming 2009 year?

Our 2009 strategy is to continue to maintain a balanced product portfolio of value-added FPGAs, CPLDs and programmable mixed-signal products such as our Clock generation and Power Management devices. More specifically, we will compete aggressively in those markets and applications where Lattice provides unique and differentiated products. These include our low cost, low power SERDES FPGAs, our non-volatile devices, our extremely low power and versatile ispMACH 4000ZE CPLDs, and our PLD-based mixed-signal products.

7 As the economic crisis spread in the global,more and more companies transfer their focus on china region market.how about the importance of china market to Lattice?

Lattice recognized the importance of the China market decades ago, and we have continuously shown our commitment to China in terms of the number of sales and applications personnel who are working in China. Furthermore, Lattice is the only programmable logic company with a major Design Center in China.

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