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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. for the latest circuit design news and information—anywhere, anytime.

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