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2009, the global economic crisis, the negative spillover effects throughout the world. China Semiconductor Size of the market fell to 68.2 billion U.S. dollars, down 6.8% over last year. Compared to strong growth over the past few years, the Chinese semiconductor market, this is a big drop. However, it is in such severe challenges, Renesas Technology (hereinafter referred to Renesas) has with his consistently good business strategy, still in the consumer Electronic , Automotive electronics and other fields to maintain a steady growth trend. With Chinese electronics manufacturers and research institutes all close Cooperation Long-term growth with a common strategy of Chinese enterprises, are paying off. Sound strategic layout with leading product technology for precipitation years of Renesas, further release of powerful energy.
Institutional change, strengthening policy
2009 4 1, the new Renesas Sell And support system implemented in China. Under the new structure, sales and technical support by the Sales Department, Marketing And engineering department is responsible for two departments. Change the system first to break the framework of the division of labor by sector, the company set up a sales department (sales window Chinese customers), marketing and engineering technology department (for customer support and sales strategy development). Which sales will be based on customer geographical differences in the properties and applications are subdivided into different sectors, mainly to unify different product lines in China Renesas sales window. Marketing and engineering division is further broken down by product category, sales strategy development aimed at strengthening the capacity, while improving customer technical support professional degree.
Technological breakthroughs, Accumulate
Throughout 2009, in addition to the strategic strengthening of Renesas, the product is technically in the design and continuous breakthroughs. In the MCU in the field, Renesas M16C family launched a top-level product?? R32C/100 Series CISC (Complex Instruction Set Computer) MCU, the frequency range of products up to 50MHz, is a floating point unit, and nine with a string line interface channel 32-bit MCU, superior product performance and can offer a variety of packages and a combination of on-chip memory for customers to choose. In the automotive electronics field, in order to develop a new generation to meet customer demand dashboard graphics, Renesas launch systems based on next-generation chip (SoC) SH7264 car dashboard with graphical development platform. It integrates SH7264 Chip , Memory (FLASH, SDRAM), video input interface, stepper motor control, L CD Display output as well as CAN bus, so that users can quickly assess the performance of the system, users can also achieve the ultimate development platform, the initial customer demand. In the industrial control field, to make a more comprehensive understanding of domestic engineers in the Motor Control Renesas Technology's leading edge, Renesas online forum for the first time made public without Sensor Vector motor control programs, advanced technical experts in the field program was unanimously approved engineers and caused widespread concern in the industry. In the general product category, it is launched on behalf of 12 10, for servers, Communicate Equipment and industrial equipment applications such as field Power supply Used in isolated DC-DC converters new power MOSFET products to help customers reduce switching losses, while energy efficiency, also has a wide voltage tolerance range (40V, 60V, 80V and 100V).
Rapid rise particularly in the domestic automotive electronics development process, Renesas microcontrollers and SoC dedicated to automotive products expansion. In such products, mainly for the powertrain system and vehicle information system (CIS) of the SuperH family of high-end product line is constantly being used by many users in the world. Automotive semiconductors ranging from power train systems to safety (active safety systems / passive safety systems), instrument panels, automotive network, chassis systems, body and comfort equipment, Car Audio Car information system (CIS), etc., covering almost all of the cars features. A car carrying the MCU are from several tens to many hundreds, according to different uses, the required functionality and performance MCU is colorful. Renesas semiconductors in automotive applications, security has R8C, M16C, H8SX, R32C, and SH (SuperH) and other rich products. For different purposes, the strong product line, the most high end of the SH family focused on the powertrain, chassis systems, active safety systems, digital instrument panel, CIS and other products required a high degree of processing applications, is continually expanding market.
Comprehensive cooperation, promote innovation
In addition to product technology and strategy layout to take the steady strength, the Renesas actively promote the Chinese Government and relevant industry organizations.
Changchun municipal government to achieve to assist, "the use of advanced wireless networks Intelligent Public Transport Management System, to achieve real-time bus operation management, optimizing public transportation system performance, enhance urban traffic capacity," "the establishment of traffic management and driver information platform safe driving information, operation and management of information, a substantial increase in transport efficiency and safety rating system; to strengthen home city of Changchun City, the status of trade "," to provide passengers in the car multimedia real-time traffic information and dynamic information along the way to maximize the public to meet the demand for public transport modernization, "" bus in the transit site provides information on running time, while providing entertainment and advertising, multimedia information, and further enrich the system operator function, "these four purposes, Renesas Technology back in June 2007 will be with the local government signed Changchun ITS Intelligent Transportation building plan of intent, and through the intelligent transportation system test plan. In 2009, the world's first bus lines running ITS system successfully tested in Changchun. Through the implementation of ITS systems can have several effects worth the wait, first on safety, traffic accidents can be reduced by 50%, the number of deaths decreased by 50%; in improving the environment can also make a great contribution, such as carbon dioxide can be reduced by 15%, 30% lower carbonate compounds; to improve transport efficiency, can be reduced by 80% of the traffic jam, while fuel consumption can be reduced by 30%. At the same time, ITS systems, the will bring 50 billion yen in the application market to start because the system involved in the field of ITS is very wide, not just transportation, information, basic information there can pull up a number of industry, Therefore, the pulling effect on the economy it is very large. In addition, from order management, ITS can play a good role, because its real-time visualization, you can capture in the urban areas of the crime, made much of the monitoring results, it is estimated that 30% of the city can reduce crime.
2009 11 22, Renesas has been a continuous sponsor
