PCB007 Magazine

PCB007-Feb2020

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78 PCB007 MAGAZINE I FEBRUARY 2020 level of support, particularly with respect to corrosion-resistant and decorative coatings. We hired a group of people who understood the large carmaker organizations. The work they did helped promote further penetration and collaboration on all levels of the supply chain, including electronics. We provide tech- nical support for our products and also help develop their global supply chains. Around the same time, Alpha was supply- ing directly to Tier 1s with joining materials for PCBs and semiconductors. After the Mac- Dermid Alpha integration, it was a natural fit to expand upon the success of these individ- ual groups and become an even stronger resource for carmakers, Tier 1s, and ad- ditional tiers in the auto- motive space. The level of experience we deliver is unrivaled; and is supported by re- search and development, which delivers innovative materials in the different segments. Ultimately, this achieves even better prod- ucts for our customers. This is important for our integrated automotive strategy. Johnson: With so much activity in the auto- motive sector currently, that must be a busy business unit. How are you approaching the market? Clark: We are taking a very specific three-fold approach to the market. For the carmaker, we have an account manager as a point person for anything they may need. This account man- ager not only communicates our capabilities but also gets the account an expert in any of our business segments. We have individuals working globally to support all major carmak- ers. We do the same thing for the top Tier 1s. They have an account manager who under- stands their organizations and overall strategic needs and offers solutions. With the dramatic changes in the space, we also decided it was best to come to the mar- ket with a use case perspective, such as un- derstanding the challenges associated with au- tonomous driving. This is the third leg of our strategy, considered strategic marketing, which I am a member of. My team understands the bigger picture needs for electric vehicles, au- tonomous driving, and safety as well as inte- grated electronics. Johnson: Are you involved in EVs and autono- mous vehicle technology? Clark: I personally focus on autonomous driv- ing and safety technology. EVs will have many ADAS features, but my support is best kept as a focused ef- fort. I have a good under- standing of our offerings and strategy for EVs, but should a contact of mine need assistance in this ar- ea, it is a simple phone call or email to get them the ex- perts they require. We are dedicated to supporting EV, ADAS, and integrated electronics equally. Each of these business areas has a dedicated tech- nology director. Our materials can make our customers more successful in these areas. Johnson: What are the immediate technical challenges you're tackling in the team? Clark: From my perspective, the most influen- tial areas in ADAS are high-density designs, testing for life expectancy, and the reliable mass production of unique materials. We have experience in all of these aspects through work with other markets, such as aerospace and handhelds. Collectively, our technologies ap- plied to these areas enables next level auton- omy. This is achieved through design freedom and enhanced reliability. Johnson: How are industry trends influencing your product roadmap?

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