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Cirrus launches design and application
center in Shenzhen |
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Cirrus launches design and application center
in Shenzhen
Liu Fuzhong
IN an ambitious move to
capture the growing home entertainment market in southern
China, Cirrus Logic, the world's leading chipmaker for home
entertainment electronics, has established a design and
application center in Shenzhen.
Cirrus's Shenzhen
establishment will specialize in providing core technology and
support to local home electronics manufacturers. According to
Terry Leeder, vice president of global sales, the company aims
to provide expertise and know-how to local manufacturers to
shorten their time to market.
The company now possesses
cutting-edge technology in developing chips that power digital
audio-visual systems. Some of its successful products include
compact DVD decoders, image compressors, CD-MP3 integrated
solutions and multimedia wireless systems.
"Our products
and platforms give manufacturers the opportunity to develop
home entertainment applications such as DVD players and
recorders, audio/video receivers (AVRs), and high-quality
audio solutions for computers. Applications for home
connectivity include set-top boxes, Internet appliances,
residential gateways and network controllers," Leeder
said.
The company offers solutions to combine
high-performance analog with digital signal processing to
bring innovative digital entertainment electronics to the
home.
Eyeing the growing DVD market in China, Cirrus Logic
offers total hardware and software solutions that enable new
generations of DVD-based products, including Audio/Video
Receivers (AVRs) that add multichannel audio to home
theaters.
"We understand the need consumers have for
high-quality home entertainment. And we understand that
manufacturers' need to satisfy the market demand. Therefore we
offer solutions to enable manufacturers to turn their ideas
into products."
The company has come up with
system-on-a-chip solutions for new digital video recording
products such as recordable DVD players. Their latest
generation of MPEG-2 encoders allows for DVD-quality recording
on home computers for people who want to capture, edit and
view digital videos.
Terry Leeder, sponsor of the Shenzhen
project, said that the growing China market will definitely
help Cirrus Logic achieve its target. At present the Chinese
market contributes 52 percent of the company's global sales.
"My vision for the future home entertainment market is for
easy linkage of different systems. Consumers want to easily
locate a piece of music or video they want," Leeder
said.
In order to capture the emerging market demand, the
company invests significantly in research and development in
China. The Shenzhen center, specializing in design and
application development, is geared toward supporting
manufacturers at the front end. The company also runs a
research facility in Beijing, which works closely with
prestigious universities there in fundamental
research.
Cirrus Logic, founded in 1988 and headquartered
in Austin Texas, holds 1,200 patents. It recorded a total
sales revenue of US$417.5 million last year.
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