如果您关注模拟半导体行业，就不能不留意到一颗新崛起的闪亮之星──Intersil。这是个颇具传奇色彩的公司，说它是个“资深的新兴企业”，一点儿也不为过；因为若认真追溯源头，这个经过多次整并的公司恐怕已有超过百年的历史；但若换个角度看，它是个自1999年才正式独立运作、脱胎约莫7年的年轻公司。
If you pay attention to the analog semiconductor market, you will definitely notice a rising star-Intersil, a truly legendary company. If we earnestly trace the source, the company went through many chapters of acquisition and amalgamation, and has a long-standing history. However, if we look at Intersil from a different angle, it is a young company, having only seven years of independent operations since 1999. Undoubtedly, Intersil is indeed a mature yet emerging company.
Intersil的产品线遍布诸多领域：专为电池管理设计的电源管理器件、热交换和热插拔控制器、线性调节器、监控电路、开关型直流/直流稳压器和功率MOSFET驱动器、光存储激光二极管驱动器、DSL线路驱动器、视频和高性能运算放大器、数据转换器、接口电路、模拟开关和多路复用器、交叉点开关、VoIP器件，以及军事，太空和抗辐射专用IC。趁着IIC-China期间，Intersil市场传讯总监Patrick Long到访北京的机会，编辑特地邀得Patrick Long为我们揭秘Intersil迅速崛起的缘由。
Intersil product lines proliferate into many domains: amplifier, analog front-end, communications interface, data converter, digital potentiometer, display solutions, DSL solutions, optical storage products, power management products, power sequencers, real time clocks, smart batteries, switches/MUX, VoIP products and ICs for military, space and rad-hard applications. To comprehend the expeditious rising of Intersil, we have specially invited Patrick Long, the Director of Marketing and Communications of Intersil Corporation, to share with us the rationale behind the success during his recent visit to IIC China in Beijing.
以“高效”跻身模拟大厂
Advanced as leading provider of Analog devices with
igh Performance?
Intersil在成军之初，原本致力于无线业务，是首批开发802.11的厂家之一，且一直是无线局域网技术的领导者；曾成功推出支持2.4GHz/5GHz等不同标准的通用WLAN网卡芯片，以及适用于WLAN接取点的WPA安全性解决方案，独大802.11b市场，一度几乎就是WLAN芯片的代名词。
Intersil was originally devoted to the WLAN business in the earlier stage and was one of the pioneer developers of 802.11. Then, being the all-time technology leader in WLAN domain, Intersil successfully launched a universal WLAN that supported different standard such as 2.4GHz/5GHz, as well as the WPA security solutions capable of accessing the WLAN. In short, Intersil dominated the 802.11b market for a long period of time and was synonymously known as the icon of the WLAN chip.
然而时过境迁，看好模拟元器件“无孔不入”的庞大商机，Intersil在2002年收购了Elantec公司，开始多元化核心业务后不久；2003年由于WLAN芯片市场竞争日益残酷，Intersil当年度WLAN芯片部门第一季度只有4,900万美元的收入，反观模拟器件部门前一年收入却超过5亿美元，且在2003上半年就实现了超过10％的快速增长，形成强烈反差。这些不太乐观的财报数字似乎正在发出警报，让嗅觉灵敏的Intersil终于做出一个石破天惊的决定：基于保持产品业务专注性的考虑，决心立刻调整策略，选择剥离旗下无线产品业务，全面退出WLAN战场！宣布将自己的WLAN芯片部门全盘卖给一家美国的DSL芯片制造商GlobespanVirata公司。
Moving ahead, Intersil saw a huge business opportunity in the analog device market. In 2002, Intersil acquired Elantec Corporation and began its multifaceted core business operation. Due to intense competition in the WLAN market, Intersil revenue from WLAN chips for Q1 in 2003 was merely $49 million USD. On the contrary, its revenue from its analog devices in 2002 was over $500 million USD and aggressively surpassed a 10% increase for the first half of year 2003. These formed a striking contrast and the adverse financial statement alerted Intersil to announce an earth-shaking decision to immediately re-strategize by keeping and focusing on its core competency. With that, Intersil sold the entire Wireless Business to GlobespanVirata Company, a DSL chip manufacturer in America, and completely pulled out from the WLAN battlefield.
面对产业巨头的急流勇退，当时甚至有评论将之形容为：“如同美国人全面退出美洲一样令人震撼！”其引发的揣测及错愕不难想见。殊不知，这却是孕育又一个模拟明星企业的关键时刻，Intersil从此正有计划地向“模拟产品的设计与开发商”转型。Intersil的战略调整是令人惊艳的，不仅用兵神速，且投资回报效益显现甚早；遥想不过数年以前，Intersil还只是个“门外汉”，但2004年即已正式推出第一颗针对手持设备的电源IC(锂电池充电管理IC)，去年更成功扩展5个产品项目，包括线性稳压器、开关稳压器、电池认证、充电安全保护以及电荷计量IC。
The swift exit of a big player in the industry like Intersil had then instigated a wise saying that the departure is as astounding as the retreat of Americans from United States! This move not only rocked and shocked the industry as it also nurtured a superstar enterprise in the analog market. Henceforth, Intersil has gradually transformed into a rovider of develop-to-design analog devices?It was indeed a remarkable shifting of strategy with noticeable investment repayment ahead of schedule! Within a few short years, Intersil has progressed from a ayman to officially launch its first power management IC for handheld devices in 2004. Last year, Intersil successfully expanded five product roadmaps which include linear regulator, switching regulator, battery authentication, charger-security protection and fuel gauge IC.
因为认识到“高效能”背后所隐含的意义──高获利空间，”High Performance”便成了Intersil倾力投入市场的关键词。所谓的高性能，在电源管理产品方面，意味着需要提高集成度、效率，同时降低噪声和成本；为达目标，Intersil陆续又展开了几项重要并购案：2004年5月间，Intersil收购当时以CMOS技术立足模拟世界，在10Gb以太网市场、SONET和存储网络市场等光纤通信领域盛极一时的BitBlitz通信公司；随后在7月间，Intersil再度合并了标准模拟产品的领导厂商──Xicor公司，为自身再添5个主要的产品家族。
With the comprehension that igh Performance?is an analogous expression of high margin, it has since then turned into the exhortation for Intersil to extensively develop the desired market. In the aspect of power management solutions, igh performance?means enhancing the integration and efficiency rate while simultaneously reducing the noise and cost level. To achieve this goal, Intersil embarked on several key M&A projects. In May 2004, Intersil acquired BitBlitz Communications, that is famous for superior CMOS technology in the analog and fiber communications field. Subsequently in July, the merger with Xicor, a leading provider of standard analog products, once again added five core product families to the list.
以“均衡”的理念另辟战场
Foster new arena with
alanced Development
2004年对于Intersil来说，无疑是重要的转型年。这些战略上的运作，使Intersil所扩展的产品线达40条之多，顺理成章强化了它在高性能模拟通信IC及标准元器件的开发/销售阵容，也从此确立其ASSP(Application Specific Standard Products，特定应用标准产品)和GPPP(General Purpose Proprietary Products，通用型产品)双管齐下、同步发展的布局基调。以风光明媚的美国加州为发展基地，单在这一年间，Intersil就发布了超过300种新产品。
Year 2004 was unquestionably a key turning point for Intersil. With strategic operations, Intersil expanded more than 40 product lines promisingly and strengthened its R&D and market position in high performance and general-purpose standard products sensibly. Henceforth, it established its ASSP ( Application Specific Standard Products ) and GPPP ( General Purpose Proprietary Products ) with a synchronized development plan. In 2004 alone, the California-based company launched over 300 new products.
凡走过必留下痕迹。如此繁复的企业历史对于日后Intersil在面向手机和多媒体市场时，仍余荫甚大。由于对局域网有着深切的了解，使其在多媒体接口产品开发方面，比同业更容易掌握局域视频分配和视频开关等多媒体接口，以及视频放大器、开关稳压器和其它模拟前端等视频系统产品的不传之秘。这样的专业优势甚至一直延伸至今天当红的汽车电子应用上，如：车载显示器、GPS、车内视频分配系统等应用。
The composite corporate history has benefited Intersil in the long run when facing challenges in the handheld and multimedia market. With in-depth understanding of LAN scope, it allows Intersil to have a clear advantage in the development of multimedia interface products and LAN bandwidth distribution over its competitors. This unique superior capability has even extended today to renowned automotive electronics applications too!
目前，”平面显示器、CD/DVD光存储和电源管理”，是Intersil情有独钟的三大重点市场；以光存储为例，继2002年与飞利浦电子结盟，基于飞利浦芯片组和Intersil激光驱动器共同开发可用于PC也可用于独立DVD烧录机的DVD+RW/+R烧录机驱动器的参考设计后，如今Intersil的蓝光驱动IC已被包括日本Sony在内的主要蓝光阵营厂商采用，成绩斐然。
Flat panel display, CD/DVD optical storage and power management are the three key target markets for Intersil. After forming an alliance with Philips to co-develop and announce the reference design of DVD+RW/+R in 2002, Intersil accomplished excellent success with its ICs that meet the Blue-ray standard. These products have been accepted by major manufacturers such as Sony in Japan.
“五五波”的均衡策略，似乎是转型后的Intersil一贯作风，展现在生产管理上也是如此；其产品有50%是由自有晶圆厂生产，另50%是委由专业晶圆代工生产。这样的好处是：不会像“包山包海”的通吃型国际大厂，受到巨大厂房固定资本支出及生产成本的限制；另由于模拟产品的性能跟生产工艺有很大关系，若芯片厂家能通过与台积电、联电和IBM等专业晶圆代工厂的相互交流以追求先进工艺的快速应用，通往高效能的目标也就要近得多。(据了解，Intersil正积极与台积电和IBM进行0.25 mm模拟工艺的生产研发，包括BCD和RF CMOS等工艺，这对模拟器件来说已是相当领先的技术)
The ?0%-50%?balanced strategy seems to be the management style adopted by Intersil after the transformation. This is clearly reflected in the production management where 50% of its products are from their proprietary wafer plants and the remaining 50% is outsourced to foundries. The advantage of such practice not only helps in reducing fixed asset expense and production costs, it also allows Intersil to collaborate with professional foundries such as UMC, TSMC and IBM to steadily advance in application technology since the performance of its analog devices is highly allied to process technology. (From our knowledge, Intersil is working aggressively with TSMC and IBM on the R&D project on 0.25mm analog technique that includes BCD and RF CMOS technology. This is a big leap in technology for analog devices as a whole.)
以“专精”搏得市场信任
Gain market trust with
ocused Attention?
以High Performance为最高指导方针，Intersil在消费、工业、通信和计算机市场已快速抢得一席之地，在PC主板上的表现更是不俗。Patrick透露说，Intersil是PC和笔记本市场上最大的电源IC供应商之一，Intersil之所以能在PC主板电源有着出色的表现，与同时获益于PC处理器的两大龙头──Intel和AMD的青睐有加关连甚大；由于长期合作所建立的信任感，使他们总能在早期就参与到两家龙头厂商的下一代产品规划，抢先同业推出相应的产品；下游厂家基于产品稳定性及面市时效性的考量，当然会以像Intersil此等“合格＆高效”的产品为首选。在“蝴蝶效应”的连锁带动下，自然成为主流市场中的一支劲旅。
Using igh Performance?as the directional guideline, Intersil quickly seized substantial market share in Consumer, Industrial, Communications and Computing segments, particularly the PC motherboard. Patrick disclosed that Intersil is one of the biggest Power IC providers for PCs and notebooks. Close working relationships with the two biggest players in the CPU market, Intel and AMD, is the main reason for the success of Intersil Power ICs. With confidence and trust built over years of cooperation, the two CPU giants always involved Intersil in their process of product planning from the very early stage to ensure product stability and launching achievability. This is the core factor that attracts the back-end manufacturers to positively place certified and high performance products from Intersil as their first choice. With the influence under the utterfly effect,Intersil naturally forms a strong force in the mainstream market.
电源管理IC是模拟IC的重要项目之一，不同于一般CMOS，工艺独特，毛利颇高。从不久前Intersil最新出炉的官方资料来看，2005财年第四季净营收增长率为12%，来到1.756亿美元之谱，较前一年同期上升38%，整体运营毛利率也提升至26.1%。其中非GAAP产品修正后的毛利率高达56.6%，净获利也随之以28%的惊人速度成长，与前一年同期相比，其增幅更高达144%！这背后有个耐人寻味的信息：历经这些日子的市场淬练后，Intersil几次的战略调整显然已开始奏效，获利能力和现金流的急速增加，都是极佳的佐证，也是支撑此种商业模式长期“走下去”的力量。此外，由于“综效”显现所带来的高净利和高盈余(EPS)，不仅带动了股价翻扬的正向循环，为公司财务状况提供了最直接的贡献及反馈，也为向外吸引精英投靠赋予有力的诱因。
Unlike the customary CMOS, the power management IC is a vital analog device with a high profit margin. As indicated in the official financial statement released recently by Intersil, Intersil enjoyed a 12% growth rate in net revenue for its fourth quarter in 2005 with a total of $175.6 million USD, a strong increase of 38% compared to the same quarter in 2004, and the overall operating gross profit also elevated to 26.1%. The non-GAAP product has a revised gross profit as high as 56.6% while the net income grew at an astonishing speed of 28% compared to the same period last year - an amazing increase of 144%! It is exciting to acknowledge that fact that the new market strategy launched by Intersil has evidently took effect! The rapid increase in profitability and cash flow are obvious testimony and supporting force to shape this strategy into a long-term business model. In additional, the high net income and EPS resulted from the ynthesis effect?that not only created an attractive stock price, but that provided the most direct contribution and feedback on the corporate financial condition and has also become a convincing incentive to draw outstanding talent to Intersil!
Intersil掌握了许多先进的高压、低噪声、低功耗半导体工艺技术，得以开发出针对不同市场的模拟IP，并基于这些IP确立了在光存储驱动器、DSL线驱动器、显示器缓冲器、台式机内核稳压器以及DCP(数控电位器)等领域的领导地位。为有效专注于几个关键市场并因应急速成长的业务，日前Intersil更大举进行组织重整，将旗下业务重新划分为模拟及混合信号产品、消费电源、计算机电源、工业和通信电源、汽车和特殊产品等5大产品群，自内部拔擢优秀人才、同时向外广纳业界精英统掌兵符，并由总裁兼COO──Lou DiNardo出任五路元帅一职。此外，为续保竞争优势，Intersil还在美国加州总部设有相应的研发中心，每个中心聘有20～30人负责相关研发工作。
Intersil has grasped many advanced process technologies in high-voltage, low-noise and low-power consumption to develop analog IP based on different requirements from the market, and has established a leadership position in the domains of optical storage driver, DSL line driver, display buffer, PC core voltage regulator and DCP. To effectively and efficiently concentrate on several essential markets in accordance with fast-growing sales, Intersil went through a large- scale reorganization recently to align the business into five main product groups. They are the Consumer Power products group, Computing Power products group, Industrial and Communications Power products group, Analog and Mixed Signal products group, and the Automotive and Specialty products group. With outstanding talents promoted internally and engaged from the industry, all the VP-and-General Managers of the product groups report directly to Lou DiNardo, President and COO of Intersil. In order to stay ahead of the competition, Intersil is equipped with corresponding R&D centers in its California headquarter, with each center hiring 20～30 staff members responsible for research and development work.
Patrick表示，与同时涉足数字技术的厂商迥异，Intersil所采取的是“市场集中”策略(A Pure-play High Performance Analog Company)，专注于电源和模拟产品领域，平分其业务总量，提供点对点(point to point)的模拟解决方案。继顺利博得国际级的制造大厂(如：LG、TCL、长虹以及名列前5大手持设备制造商)的认同后，为巩固其在电源管理方面的领先优势，Intersil近来更积极与FPGA厂商展开密切合作，进一步深入设计厂商的领域。”我们的创新技术与您的设计相结合，将取得难以置信的成果”，一句简捷的宣传语，已将Intersil的产品特性和企业愿景展露无遗。
Patrick indicated that the differentiating factor for Intersil from manufacturers of digital technology is that Intersil adopted ocused market strategy of Pure-play High Performance Analog Company? concentrating on power and analog domains to equally divide the overall sales volume and provide point-to-point analog solutions. To further consolidate its leading position in power management after gaining acknowledgment from major international manufacturers such as LG, TCL, ChangHong and the top five handheld manufacturing companies, Intersil has embarked on cohesive collaboration with FPGA manufacturers to penetrate deeper into the design arena. A simple yet direct advertising tagline of ur creative technologies unify your design and yield unbelievable results confessed the product key features and corporate vision of Intersil unreservedly.
以“技术实力”赢得顾客认同
Win customers, respect with 揜eliable Technical Strength?
“能快速满足客户需求”，是Inersil在市场定位精准之外，能赢得客户认同的另一个重要因素。为方便设计人员进行仿真，Intersil提供一套基于web、名为iSim的在线设计仿真工具，可供选择并模拟各种Intersil不同的器件；另备有www.intersil.com/design的在线应用支持，同时将常见的问答建成有系统的FAQ知识库，随时可搜索Intersil的所有产品系列，进而让设计人员获得一条快速而有效的咨询途径。
Besides acute marketing positioning, ast response in meeting customer requestsis another important attribute for Intersil to win customers respect. In order to facilitate design personnel to carry out simulation, Intersil launched a web-based iSim online design simulation tool that allows users to select and simulate any Intersil products. On top of that, www.intersil.com/design offers online application support and a FAQ knowledge library for easy reference to all Intersil products and effective consultation methods needed by the design engineers.
除了向客户提供既有产品外，Intersil对用户定制的产品也能在最短的时间内做出具体回应；一般而言，在一个季度内即能提供样片。再者，缘于消费电子市场的变化多端，产品生命周期明显偏短，供需状况也极不稳定；这导致制造商容易在终端需求旺季时，对通用性元器件时出现青黄不接的缺料危机。在交货期大部分只有2－4周的紧张压力下，Intersil灵活的生产机制便发挥了快速回应的作用。
Above and beyond providing ready products to customers, Intersil is also capable of responding optimistically in the shortest time to customer special requests. In general, customers could receive the desired sample in a quarter. Moreover, the extremely brisk consumer market set off a much shorter product life cycle and unstable supply-demand condition which resulted in a temporary shortage crisis of versatile devices during peak seasons. With pressure from a 2-4 week expected delivery date, the nimble production procedure deployed by Intersil came into place handily to ensure a quick response.
不管是市场定位，还是快速回应顾客需求，都少不了技术背景“硬底子”出身的工作团队做后盾。和大多数顶尖科技厂商一样，Intersil的市场人员，包括Patrick在内，都是熟稔产品开发和系统设计技术工作的人员。Patrick坦言，产品要成功，与客户的密切交流不可少，如此才能了解客户的潜在需求，根据市场需求定义自己的产品。而具有工程背景着实有许多好处，例如：能真正了解产品，且对Intersil不同于竞争者的关键技术能有很好的掌握。“也正是因为这样，我们在行销运作上更有利于跟设计人员的沟通，因为，我们的工程师及技术销售团队，都和顾客有着相同的语言。”这也是为何Intersil在市场推广的成效上，总能比竞争对手容易切中受众心里所想的原因。这点，从市场的反应便可窥知。
Regardless of market positioning or fast respond to customer demands, a working force with solid technical background is definitely a must. Similar to all other hi-tech companies, the Intersil marketing personnel including Patrick, is also enormously well-versed and familiar with product development and systems design. In Patrick抯 frank opinion, to have a successful product, constant information exchange with the customer to fully understand the customer potential demand is inevitable. Said Patrick, engineering background is undeniably an added advantage. It enables me to fully understand the product and have a good grasp of the key technology that differentiates Intersil from the competition. Also, precisely because of this, we have a bigger advantage in the marketing operations that communicate with the design personnel since our engineers, the technical sales team and our customers speak the same language!?Feedback from the market shows that the unique characteristics of the Intersil marketing personnel has placed the company in a better position than its competitors in reaching out to the engineering field with the right message.
“过去一年中，Intersil是模拟半导体领域增长最快的厂商，这和我们拥有良好经验和活力十足的人力有着密不可分的关系。为保持销售业务的持续增长，扩展我们的公关和行销工作也势在必行。未来，我们将和所有帮我们赢得并开拓市场合作伙伴，一起共谋大业。”关于中国市场的策略布署，Patrick表示，未来在中国将侧重手持式设备、车载信息娱乐系统以及视频传输的应用方案，并计划在3年内于中国成立技术支持团队及设计中心。顺带一提，为拉近与中国市场的距离，Patrick也入乡随俗，起了个极富东方风情的中文名──龙百得，从小地方就可发现其真诚与用心。
ast year, Intersil was the fastest growing company in the analog semiconductor industry. This has to do with our experienced and enthusiastic employees. To ensure continuous sales growth, expanding our PR and marketing activities is imperative. In the future, we will seek this great undertaking together with partners who have helped us developing and firming our stand in the marketplace.?About the deployment of strategy in the China market, Patrick indicated that the focal point for Intersil lies in handheld devices, automotive infotainment and video transmission applications. In three years, Intersil will set up a design center with a technical support team in China. To side track, in order to stay closer to the China market sincerely and full-heartedly, Patrick did in Rome as Rome does by adopting a Chinese name which is stylishly rich with the Eastern characteristic - Long Bai De.
结语
Conclusion
过去几年来，Intersil一直专注于PC及周边的电源应用，但是该领域市场波动太快，具有很强的季节性；现今Intersil正全力打造另一块“金牛”财源，从它积极推动视频应用等举措就不难发现：手持应用为主的高端消费电子市场，是Intersil下一个虎视眈眈的目标；电池充电、视频传输、放大器、开关和传感器都是大有发展机会的应用。虽然严格算来，从2005年起才开始大举进入此一领域的Intersil “入行时间”并不长，但其开发及实现能力之强，却是不容小觑的。
In the last few years, Intersil has been faithfully devoted to PC and peripheral power solutions. However, the desired market fluctuates too quickly with strong seasonal shifts. Bearing that in mind, Intersil is in the process to mold another ash Cow Judging by the assertive campaigns in video applications, is it not difficult to realize that handheld-based applications in the high-end consumer electronics market is the next target for Intersil. Power charger, video transmission, amplifiers, switches and sensors are full of great development opportunity. Strictly speaking, Intersil is a freshman in the analog field since its official entrance in 2005 but its development and realization ability is just too significant to belittle.
相较数字半导体器件来说，模拟或者模数混合半导体器件有着相对较高的利润。然而，要想在这个领域取得成就却并非易事，Intersil可谓是少数转型成功的典范。纵然数字电源的趋势正在暗潮汹涌中，但也有专家主张在电源管理IC内部采用模拟控制，较能减少芯片尺寸并降低功耗。看来，模拟元器件仍有着不可抹灭的存在正当性，前景一片大好，而打着“纯模拟”(Pure Analog)的Intersil，其锦绣前程才正要开始！
Compared to digital semiconductors, analog or mixed-signal semiconductor devices have relatively higher profit margins. Nonetheless, it is an uphill task to achieve success in this domain and Intersil is one of the few to have succeeded. Even though the trend of digital power is in a turbulent stage, experts have advocated implementing analog control in the power management IC to reduce chip size and power consumption. It seems like analog devices still have a formidable existence with excellence prospects. As such, the bright future for a ure Analog?company like Intersil is just only about to begin!
