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Unrealistic Consumer Expectations A Reality For IC Designers, Says ARC


While semiconductor companies are being availed to substantial new business opportunities in the consumer electronics (CE) industry, they are also faced with the growing challenge of coping with the demands of an increasingly demanding marketplace, according to Carl Schlachte, CEO and president of intellectual property (IP) and multimedia system supplier ARC International, at a recent ConfigCon technology forum in Hsinchu, Taiwan. Focus of semiconductor design has shifted from PCs to consumer electronics (CE), and that implies that chip designers are having to add new "elements" to meet the changing landscape, said ARC sales director of Greater China Serene Shaw.

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