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|9th August 2004, 09:55 AM||#1|
Join Date: May 2002
Location: Great City of Turnhout, Belgium
Blog Entries: 7
Just noted on the TI website that they are phasing out the OPA660. Life-buy orders are still being accepted, so if you (like me) use this chip, stock up!
If you don't change your beliefs, your life will be like this forever. Is that good news? - W. S. Maugham
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|9th August 2004, 12:47 PM||#2|
TI has been kind to Burr-Brown clients
TI is a wonderful company, but it is a very big company. They have snatched defeat from the jaws of victory on occasion. I guess that since it's the 5-year anniversary of their acquisition of Burr-Brown they are going to be cutting some more products:
August 9, 2004
A Digital World With Analog as Its Workhorse
By BARNABY J. FEDER
DALLAS - Phonograph records are relics. Traditional cameras sit in closets gathering dust. Clocks with hands? How quaint.
Digital technology, as every marketer knows, is synonymous with speed, precision and the future.
The challenge, though, for those designing digital products is that no human experiences reality as a pattern of 1's and 0's. The natural world is, in engineering terms, a thoroughly analog realm of endlessly variable waves of sound and light, temperature and pressure fluctuations, and shifting magnetic fields.
So it turns out the digital revolution is driving strong demand for advances in analog electronics, an arcane realm in which tens of thousands of products translate reality into 1's and 0's for computers and retranslate digital results into forms humans can perceive.
In a digital camera, for example, analog chips translate wavelengths and intensities of light into digital code and, if the photographer wants to check the image, they retranslate the code into a visual display. Analog or mixed analog-digital chips also manage timing functions, signal filtering and amplification and battery performance.
Few companies understood the interplay better than Texas Instruments Inc., which in the late 1990's decided to invest heavily in analog devices along with its higher-profile digital products. Last year, it moved past STMicroelectronics of France to become the global leader in the $26.8 billion analog chip market, according to Databeans, a market research firm in Reno, Nev.
"Most people think that the world has gone digital and analog is old and not hip," said Gregg A. Lowe, the senior vice president who oversees most of Texas Instruments' analog business. "On average, there's probably 15 analog chips needed for every digital processor you use."
In fact, analog semiconductors have become Texas Instruments' biggest business, generating about 40 percent of its $8.36 billion in semiconductor revenue in 2003.
"The only thing exciting about analog electronics is the results," said Richard K. Templeton, who has been at the company for 20 years and became its chief executive in May.
Of course, when executives at Texas Instruments show off their products by popping open cellphones, digital cameras and hand-held music and video players, the first thing they point to is usually a digital signal processor. Such digital processors, which manage images and sounds while consuming 30 times less power than a standard desktop microprocessor operating at the same speed, made up 35 percent of the company's semiconductor business last year.
But while digital signal processors and microprocessors are the rock stars of information technology, executives at Texas Instruments are making the number of analog devices surrounding the signal processors a feature of their show-and-tell sessions.
Texas Instruments' history with analog technology goes back to 1930 when it was created to help oil companies explore for oil fields using sound waves. It later developed an expertise in radar, another analog technology, making equipment for the military in World War II.
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