February 2017 • The PCB Design Magazine 65
5
Altium's Sales Plan:
Deal Directly with Designers
Altium has been shaking
up the EDA world for quite
some time. The Australian
company once slashed the
cost of Altium Designer by
75% to grow market share,
and who could forget their
famous (or infamous) "Bun-
ny" ad campaign? In this interview with Lawrence
Romine, Altium's global head of field marketing,
he shares his views on sales and marketing in the
EDA world, as well as Altium's philosophy on sell-
ing EDA tools.
6
IPC Designers Council San
Diego Chapter Meeting:
Flex Focus Fills the House
I recently attended the
January meeting of the
San Diego chapter of the
IPC Designers Council.
The meeting was hosted
by the PCB design bureau San Diego PCB, and fea-
tured guest speaker John Stine, VP of Operations
for Summit Interconnect, Anaheim.
7
Beyond Design:
The Maturing EDA Industry
EDA companies generally inno-
vate through acquisitions and
mergers as it is easier to buy
new technology than expend
time and resources developing
a product and risk losing mar-
ket share. However, some tend
to focus on partnering with oth-
er EDA vendors rather than acquisition. But this
leaves them vulnerable to outside influence.
8
Cadence Posts Strong Q4
2016 Results; Revenue at
$469 Million
Cadence Design Systems posted results for the
fourth quarter and fiscal year 2016. Cadence re-
ported fourth quarter 2016 revenue of $469 mil-
lion, compared to revenue of $441 million report-
ed for the same period in 2015. On a GAAP basis,
Cadence recognized net income of $38 million in
the fourth quarter of 2016, compared to net in-
come of $80 million for the same period in 2015.
Revenue for 2016 totaled $1.816 billion, com-
pared to revenue of $1.702 billion for 2015. Net
income for 2016 was $203 million, compared to
net income of $252 million for 2015.
9
EMA Releases Ultra
Librarian for OrCAD
EMA Design Automation has just released Ultra Li-
brarian for OrCAD providing symbols, footprints,
and 3D models for an expanding library of cur-
rently over 8 million parts. "Symbols, footprints,
and 3D models are the building blocks of any
electronic board design," said Manny Marcano,
president of EMA Design Automation. "We cre-
ated Ultra Librarian for OrCAD so that our custom-
ers could simply download these parts rather than
wasting time on the tedious and error prone task
of creating them."
J
Flex and Rigid Sales and
Marketing with Al Wasserzug
After decades in the PCB in-
dustry, Al Wasserzug of Cirexx
International has seen market-
ing and sales trends come and
go. I recently caught up with
Al and interviewed him, cover-
ing the latest sales and marketing techniques, the
value of traditional methods such as trade shows
and conferences, and the particular characteristics
of marketing flex circuits.
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