EBVchips Eng End

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chipsContent

welcome

An AttrActive pArtnerShip

From the originAl ideAS to the eBvs

eBvs: even SmAll quAntitieS Are poSSiBle

A clASSic win-win-win SituAtion

whAt? when? how long?

upgrAding And downSizing

deSigned in europe, mAde in ASiA: no proBlem!

long-term AvAilABility

diStriBution iS todAy. tomorrow iS eBv!

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Dear customers,

True to our new slogan Distribution is today. Tomor-

row is EBV, EBV Elektronik is taking yet another giant

step orward: In addition to its role as a well-proven

distributor o semiconductors or its manuacturing

partners, EBV will rom 2010 onwards also defne its

own semiconductors, which will then be produced by

the manuacturers and distributed exclusively by EBV.

For the frst time in the history o the semiconductor

industry, one distributor is now providing even small

and medium-sized companies with access to specially

customised products eaturing state-o-the-art technol-

ogy with the best price/perormance ratio.

With EBVchips, we now represent the interace between

many thousands o customers and the manuacturer.

This takes semiconductor distribution to a whole new

level. 2009 was the Darwin year o the semiconductor

industry. Anyone who carries on as beore and ails to

reach the next evolutionary stage with the products and

services they oer will fnd things very difcult in the

long run.

When it comes to sales and product development,

semiconductor manuacturers work very closely with

their major, direct customers. By contrast, contact withsmall and medium-sized companies was, until recently,

maintained exclusively at the distribution level. EBV,

however, is now extending this indirect relationship to

the product marketing and defnition level.

It is not the strategy o the manuacturers to deal with

the many thousands o individual customers who

receive the support rom the distribution team; nei-

ther can the manuacturers aord to do this rom an

organisational point o view. In addition, customers in

the medium-sized enterprise sector cannot generally

achieve by themselves the quantities required to have

customised products manuactured. This is where EBVcomes into play.

Discuss your product ideas with your local EBV partner.

We appreciate your suggestions and look orward to

developing new products together!

Yours sincerely,

Slobodan Puljarevic,

President and CEO o EBV Elektronik

eBv ekk s bak b xa aas a xs a f

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EBV Elektronik ocuses on customers rom vertical sales

segments, or example, companies that manuacture

wind turbines, vendor parts or vehicles, solar panels

or blood sugar meters. For this reason, EBV has ormed

specialist sales teams to provide dedicated support

or customers in the vertical segments Automotive,

Consumer, General Lighting, Medical, Renewable

Energies and RFID. With the introduction o vertical

sales segments, EBV ormed the basis or EBVchips. It

now provides support or these segments throughout

Europe, the Middle East and Arica (EMEA) and uses

them to obtain key data and product requirements or

EBVchips.

It goes without saying, however, that all customers have

access to EBVchips! EBV is always open to great ideas

about products, regardless o the application or market.

With regard to the various related conditions, EBV is

also happy to make concessions or customers who

play a key role in defning a new chip.

EBVchips are produced by our manuacturers. They

bear an original component number assigned by the

manuacturer and are also stamped with the manuac-

turers logo. EBV will then hold exclusive distribution

rights or the component or between three to fve

years, a period typical or this particular industry.

chips

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Once a decision has been made to produce an EBVchip,

the VSMEs (Vertical Segment Manager or the EMEA

region) draw up the specifcations or the semiconduc-

tor. These are then submitted to the manuacturer byEBV to clariy whether or not the semiconductor can

actually be designed and produced. The manuacturer

then proceeds to design the chip in accordance with the

standard design process.

The marketing and sales employees at EBV may all be

engineers, but there is more to efcient chip design

than simply drawing up the specifcations. This is why

EBV employs experts who act as translators, that is,

they translate the product marketing specifcations into

a language that chip designers can understand.

Even during this early translation process, EBV takesinto account the specifc strengths o the individual

technologies and manuacturers and defnes what

is best suited to which application. I more than one

manuacturer is able to develop and manuacture the

product in question, EBV will consider all potential

manuacturers in order to achieve the best solution or

the customers.

In around 90% o cases, however, EBV already knows

which manuacturer would be most suitable because o

the very good understanding that it has, not only o its

manuacturers product ranges, but also o their technol-

ogy portolios. As a result, EBV customers always haveaccess to the technology that best meets their needs.

The manuacturer is responsible or ensuring compli-

ance with specifcations. As is the case with all semicon-

ductors in the range, EBV will act solely as a distribution

channel or these new, application-specifc semicon-

ductors. Thereore, issues such as liability, warranty,

qualifcation and long-term availability are also the

responsibility o the manuacturers themselves.

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The minimum quantities o EBVchips also vary de-

pending on the application and type o semiconductor.

Microcontrollers, or example, generally require several

million EBVchips. By contrast, power modules or wind

turbines, or example, may only require between 20,000

and 30,000 EBVchips. As ar as manuacturers are

concerned, minimum quantities depend on actors such

as the application, chip size, housing and price. EBV,

however, is happy to supply its customers with small

quantities i required.

The major direct customers the key accounts o the

manuacturers have always had access to state-o-the-

art technology and discuss ideas or products directly

with the manuacturers.

Until now, however, this has not been possible or medi-

um-sized companies. With EBVchips, EBV is bundling its

strengths to provide even small customers with access

to brand-new specifcations and customised solutions

with a more attractive price/perormance ratio. As such,

EBV now represents the interace between many thou-

sands o customers and the manuacturer and is taking

semiconductor distribution to a whole new level.

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A Classic Win-Win-Win Situation

The concept o EBVchips is highly attractive not only to

customers but also to semiconductor manuacturers.

For years they have been waiting, indirectly, or the op-

portunity to obtain consolidated and detailed inorma-

tion about exactly what it is that the many thousands o

customers who transact their purchases via distribution

need. This is why all the manuacturers surveyed by

EBV are extremely enthusiastic about the idea o EBV-

chips and want to support the initiative.

EBV Through and Through

EBV is the intellectual property owner o EBVchips.

Non-disclosure agreements have been concluded with

potential manuacturers o EBVchips to ensure that

ideas remain protected.

Once legal issues have been clarifed, the expert teams

concentrate ully on the process o defning and design-

ing the EBVchips. Depending on the manuacturer, the

opportunity is always available to integrate not only the

manuacturers IP blocks but also suitable third-party IPs.

The Next Step

With its extremely broad line card, EBV covers a huge

product and technology portolio. EBV also wants to

leverage this enormous potential beyond just manuac-

turers. For example, it is currently planning, with the

consent o all involved, to consolidate the technology

developed by dierent manuacturers.

These chips will initially be combined in a hybrid,although integration will soon take place in a multi-chip

module as well.

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What? When? How long?

EBV will soon be launching the frst EBVchips, although

everyone is still very much in the learning phase. Ater

all, this is uncharted territory that is being entered; no

distributor has ever done anything like this beore. The

aim now, in practice, is to fnd out the ollowing inor-

mation: How long is the manuacturers design phase?

How long does the manuacturer need or testing, qua-

lifcation and so on? How long beore engineering sam-

ples are ready? When will the frst orders be received?

Under normal conditions at the manuacturing plant, it

will take approximately nine months rom completion o

the specifcations to completion o the frst set o chips:

three months or design, three months or manuac-

turing the frst waers and another three months or

assembling, testing and packaging.

Once the production processes have been established,

EBV will then start integrating chips rom dierent man-

uacturers or joint processing. EBV already has access

to partners who are able to integrate dierent chips to

orm a hybrid.

The First EBVchips

The frst EBVchips will be extremely solid and airly

straightorward semiconductors. The biggest potential

or these will be in analogue and mixed-signal products.

Specifcally, EBV is planning to oer EBVchips or power

modules or applications such as wind turbines. EBV

will be particularly active in the area o power semicon-

ductors, which are used in applications or renewable

energies. Metering will also be another potential appli-cation in this area.

EBV already has ideas, however, or EBVchips in all the

other market segments as well.

wa? w? h l?

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In the area o consumer electronics, EBV is pursuing a

slightly dierent approach. Manuacturers currently o-

er special controllers, or example, that eature a range

o peripheral elements. But because consumer custom-

ers do not necessarily need all these peripheral ele-

ments, the corresponding chips are too big and, in turn,

too expensive or such applications. For this reason, we

are planning to downsize certain ICs to create smaller

components in more compact packages and with ewer

pins, which will ensure that these ICs are o better value

than the original IC. In this way, the EBVchips can be ad-

justed precisely in line with the required price point. As

a result, we are ocusing our eorts on both high-level

and low-level integration.

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Designed in Europe, Made in Asia: No Problem!

Although very ew consumer devices are actually

produced in Europe, many are designed here and not

only end products such as TVs and set-top boxes. With

EBVchips, you can also ultimately be sure that EBV not

only provides support during the design-in phase, but

can also deliver the required production quantities.

Ater all, EBVchips are available exclusively rom EBV

and, thanks to its parent company Avnet, EBV also op-

erates a global delivery network.

Tools, Evaluation Boards and Reference Platforms for

EBVchips

In many cases, EBVchip customers can use existing

development tools. However, i the EBVchip is a control-

ler or similar product that requires special sotware, or

example, EBV can also provide the relevant support.

I necessary, EBV can also then collaborate with the

manuacturer and other partners to create an evaluation

board or even a reerence platorm.

Analogue products do not generally require this kind o

support.

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For many customers in Europe, the availability o semi-

conductors over a long period is a basic requirement or

the design-in. In the automotive industry, or example,

suppliers have to be able to deliver their products or at

least ten years. In addition to the actual specifcations,

thereore, long-term availability is oten one o the mostimportant properties o semiconductors and, in turn,

EBVchips as well.

I a manuacturer or product area is taken over or sold,

or a particular technology is discontinued, a fnal order

can be placed as part o a last call. Since EBV owns the

intellectual property o the specifcations, however, it

can arrange to have the component produced by a di-

erent manuacturer at any time. I necessary, EBV could

also take the existing masks to a oundry. With EBV-

chips, thereore, customers are always on the sae side.lt Aaab

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The idea behind EBVchips is new and unique, but all

good ideas will be copied at some point. However,

the copy will never be as good as the original. Since

our ounding in 1969, we have constantly redefned

distribution strategies: rom FAEs and services such

as laser-marking and programming as well as state-o-

the-art logistics solutions through to intensive design

support with reerence platorms developed by EBV

itsel. The undamental idea behind EBVchips will one

day be copied by other companies, but you can be sure

that, as usual, EBV will be thinking o new ideas. Future

concepts are already being planned, so be prepared or

more surprises!

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EBV EUROPEAN HEADQUARTERSEBV Elektronik GmbH & Co. KG

Im Technologiepark 2-8 D-85586 Poing

Tel. +49 (0)8121 774-0 Fax +49 (0)8121 774-422

www.ebv.com

chips

www.natureOffice.com/

DE-195-326964

Certno.

IMO-C

OC-027209

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