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16 The PCB Magazine • March 2017 flame retardant were also prohibited. The industry did a remarkable job of responding with electroless nickel/immersion gold (ENIG) and organic solderability preservatives (OSPs) becoming workhorse surface treatments. Engineers also solved the struggles with lead-free soldering which has become widely adopted and highly reliable. Get the glue out! In the world of flexible circuits, adhesiveless laminates have become pervasive. Several technologies are used by multiple suppliers to create copper/polyimide composites sans adhesive. Vacuum deposition of copper onto polyimide, cast polyimide onto copper, and polyimide "adhesives" are used to fabricate these homogenous and high-performance structures. Several advantages result with improved chemical resistance and improved performance at elevated temperatures. This opportunity to minimize adhesive removes material generally considered to be the weak link in the construction of a multilayer flex circuit. Moisture absorption is reduced making delamination from abrupt or extended temperature exposure less likely. Made in USA…NOT! As consumer electronics transitioned to an Asian supply chain, the demand for printed circuit suppliers also shifted East. The growth of notebook computers, digital cameras, and cellphones drove incredible volumes and spawned many high-volume circuit board suppliers. Circuit fabrication technology was often transferred with the cooperation of US manufacturers anxious to get a foothold in a burgeoning market. While that practice has gone away, technical linkage with Asia remains with companies offering brokerage services. Applications engineers in North America serve as technical liaisons between Asian factories and contract manufacturers and/or OEMs. These suppliers buy circuits in Asia and sell in North America. Product Life Cycle! The relentless drive of product technology improvements has created new problems and opportunities for flex circuit board suppliers. First to market is often more important than having a better product. With electronic prod- uct life estimated at an average of 4−5 years, 20%+ of part numbers are obsoleted annually. Enjoying the ride is not possible (at least not smart) as part number obsolescence is always a threat. A process to constantly and aggressively gather new business is imperative to prevent a circuit company from becoming one of the rusted-out factories scattered like tombstones across the landscape. Since our industry is always building someone else's parts, we must exist on what I call "derived demand." I use this term when my boss wants to know what can be done to increase sales next month since, in the short term, we are at the mercy of our customer's success stories. With this drive to reduce cycle time, a good way to stay relevant is to compete by being fast. A rapid response is protected from changes in technology. Because, much like in the '60s, "The Times They are a-Changing." PCB Dave Becker is the V.P. of sales and marketing at All Flex Flexible Circuits and Heaters. To contact Becker, or read past columns, click here. THE WIDE WORLD OF FLEX