在亚洲，本地化的设计、架构和标准正变得越来越普及，全球半导体制造、组装和测试业务也正持续不断地向亚洲转移。在SRAM（随机静态存储）、NSE（网络搜索引擎）、USB、以及时钟控制器等方面处于领先地位的Cypress公司最近三年亚洲市场的营收已经翻了一番以上，2004年公司亚太区收入已占该整体营收的40%，首次超过北美(31%)成为该公司主要收入来源和业务增长点。为进一步发展，2004年Cypress进行了业务重组，将原有5个业务群重整为3个业务群，并透过一系列并购积极进军消费电子领域，2004年10月在香港设立亚太区营运总部，加速该公司在亚太区的布局……
In Asia, local design, structure and standardization is becoming more and more popular as well as global semiconductor manufacture, assemble and testing is locating in Asia. The revenue of Cypress company which is leading in SRAM,NSE,USB and clock controller has grown above twice in the Asia Pacific area during the last three year. In 2004, the revenue in the Asia Pacific area is 40% of that in global revenue, surpass that in North America (31%) for the first time and become the main revenue and developing area. In order to the further promotion, Cypress reconstructed original 5 operation fields into 3 fields in 2004, and stepped into the consuming electrical field via a series of combination. In Oct. 2004, Cypress set up headquarter of the Asia pacific area in HongKong for speeding up the distribution in the Asia pacific area.
借由一系列并购，Cypress在新兴业务领域站稳脚跟
With a series combination, Cypress has erected its position in the new operation fields.
2004年Cypress先后收购了FillFactory NV和SMaL Camera Technologies两家公司，从而使Cypress得以进入CMOS Sensor市场。其中，FillFactory NV是针对高端市场，可提供最高可达1千3百万象素的千万象素级CMOS Sensor，足以满足专业高端数码相机市场的需要，这将使Cypress在蓬勃发展的数码相机领域获得更大的发展空间；而SMaL Camera Technologies是一家从事面向各种商业和消费类应用的业界领先数字成像解决方案设计的公司（比如：超小型数码相机、汽车视觉系统和照相手机）。SMaL公司的解决方案是建立在其专有的低功耗、宽动态范围CMOS图像传感器和控制器ASIC上的，该公司的产品线将完善新型蜂窝电话产品。
The main purpose of these combinations is to further promote our outstanding achievement in sale. For example, we combined the FillFactory NV and SMaL Camera Technologies successively in the year of 2004, which makes Cypress step into the market of CMOS Sensor. On one hand, FillFactory NV that mainly aims at the high market can provide the CMOS Sensor whose pixels can amount to 13,000,000, which will satisfy the needs in high market of digital camera. This will promise a wide development space for Cypress in the booming field of digital camera. On the other hand, SMaL Camera Technologies is another company that is engaged in designing all kinds of solutions in digital imaging. It is in the lead in the designing of commercial and consumptive applications (e.g., super-small scaled digital camera, the visual system of cars and the mobile phone that can take pictures). The solutions of SMaL are based on its proprietary CMOS sensor and controller ASIC that have a low consuming and a wide dynamic scope. The production line of the company will consummate the telephone product of new beehive.
Cypress亚洲运营部董事总经理 Paul Novell指出：上述两家公司实际上都是在他们各自的应用领域技术上是非常领先的一个公司，不管是FillFactory NV，还是SmaL Camera也好，他们都有专有的专利和技术。而我们借助于收购他们就可以覆盖从高端到低端全部的市场，从而给Cypress带来新的竞争优势。另一方面，CMOS sensor生产是与SRAM生产是十分相似的，这恰恰是Cypress固有的优势，对我们来说CMOS Sensor生产成本非常低，而且我们有很强的生产的能力，并购也使得新技术和生产完美的结合在一起。
Paul Novell, who is the general manager of the board in Cypress Asia, points out, the above two companies are in fact all in the lead in their technique fields. Both of them have a competitive advantage in their fields, which is the real reason we want to combine them. Whether it is FillFactory NV or SmaL Camera, they all have their proprietary patents and the techniques. However, we can occupy the market from low to high by combining them, which may bring Cypress the new competitive advantage. On the other hand, the production of CMOS sensor resembles the production of SRAM to a great extent. This exactly is the implicit advantage for Cypress. The cost of the production of CMOS Sensor is very low, and we have strong production abilities. Combinations make the new techniques and productions integrate together perfectly.
目前，Cypress专注于CMOS Sensor的研发与生产，通过与模块的供应商、镜头供应商合作，将完整的产品提供给终端客户。由于CMOS Sensor产品利润丰厚，因此收购将明显加快Cypress进入高产量CMOS图像传感器业务领域的步伐，显著带动今后几年的销售业绩，最初的目标市场是300万～500万像素的照相手机和汽车成像系统，确保Cypress成为当今蜂窝电话市场上图像传感器产品线最为齐全供应商的地位。在亚太区市场，预计今后几年Cypress 亚太区市场份额将从40％提高到50％。
Recently, Cypress is engaged in the development and production of CMOS Sensor. By cooperating with the module supplier and lens supplier, we provide the complete product to the terminal customers. The profits of CMOS Sensor are big, therefore we think that the procuring of FillFactory NV and Smal Camera will obviously accelerate the step of Cypress to the domain of high production of CMOS image sensor business, which will bring along the sale accomplishment in subsequent years. Our first target market is the mobile phone that can take pictures and visual system of cars whose pixels range is from 3,000,000 to 5,000,000. In the Pacific Asia area market, we anticipate in several subsequent years market quota of Cypress will increase to from current 40% to 50%.
Cypress针对亚太区不同国家采用了灵活多变的市场策略
Cypress adopts flexible marketing strategies as for different countries in Asia.
Paul Novell以中国、韩国、印度为例阐述了Cypress的市场策略。
Taking China, Korea and India as examples, Paul Novell explained Cypress抯 marketing strategies.
韩国：市场相对比较简单一些，大客户大致四五个，只要照顾好这些大客户，像三星、LG、现代等等，这样生意就做的比较好了。在韩国的策略主要是服务于这些大的客户。
Korea:Korean market is relatively simple in Cypress eyes. There are about 4 to 5 VIP customers in Korea. If they are taken good care of, such as Samsung, LG, Hyundai etc., and then we can do good business. The main strategies are to serve these VIP customers in Korea.
中国：市场就要相对复杂很多：现在我们的策略就是在要争取所有的客户。我们把在中国的客户细分为三类（排名不分先后）
第一种类型就是已经进入中国市场的国际公司，比如IBM、西门子这类客户，Cypress会在巩固原有业务的基础上，争取继续扩大与这些客户的本地业务。
第二种类型就是中国本地的一些设计公司，如大唐、华为、联想等公司，这些都是立足国内，成长到一定程度可以跨到海外的公司，我们的销售人员会直接为这些客户提供从设计到后续的生产整个流程的服务，并且尽力争取扩大我们的市场份额。
第三种类型就是国内一些中小型的客户，这些客户我们自己的销售人员可能不会直接面对，但是我们会通过我们的代理商来覆盖中小型客户。
China:The market in China is more complex. Our current strategy is to win over all customers. We classified the Chinese customers into three classes in detail (not related with importance).
The first class is those international companies, such as IBM, Siemens. Based on its original business, Cypress will try to expand the local service with these companies.
The second class is some big native manufacturing companies in China, such as Datang, Huawei, Lenovo etc. These native companies are domestic oriented, and they are stretching out to other countries now. Our salesmen will provide these customers the whole flow service, from design to the following production. And we will endeavor to enlarge our market quota among them.
The third class is some small or medium native companies. Our salesmen may not face these customers directly, but we will take care of them through our agents.
印度：相对中国、韩国，半导体市场在印度还是处于一个比较初级阶段，尽管印度市场在不断发展中，但目前的规模相对较小，Cypress目前所做的就是对一些新兴的客户保持紧密跟踪。
India:Comparing with China and Korea, the semiconductor market in India is still in its early stage. Although the Indian market is developing fast, the current scale is relatively small. So, what Cypress is doing now is to keep a close eye on the new customers.
稳固亚太区市场增长势头，努力提高中国地区市场份额
Maintain the growing momentum in Asia-Pacific market, and try to promote Chinese market quota
以往Cypress亚太区市场份额占全球份额40％，Paul Novell希望2005年亚太区市场份额能够在公司全球市场中占到更多份额。谈及Cypress亚太区2005年的市场预期，他认为Cypress亚太区市场成长率为11％左右，相比去年的17％要低一些，原因是上半年整个半导体行业相对没有达到预期，比如韩国市场，去年有一些双口RAM的用量比较大，但是今年用量却明显下降，尽管如此，Paul 认为公司的PCD业务增长肯定会高于其他产品线，估计达到30％。
In the past, Cypress‘s Asia-Pacific market quota was 40% of its global quota. Paul Novell wishes that it will be greater in 2005. When it comes to Cypress‘s Asia-Pacific marketing expectation in 2005, he predicts that the growing rate of Asia-Pacific market is around 11% this year, and it is a little lower than 17% in the last year. The reason is that the whole semiconductor industry didn‘t meet its expectation in the upper half year. Taking Korea as an example, the demand for dual port RAM was huge last year. But it decreases rapidly this year. However, Paul believes that the growth of PCD service will be definitely higher than other products, maybe up to 30%.
Paul 表示中国市场是Cypress的重要目标，Cypress全线的产品在中国都要推广。他指出有四个方面。
1．提高中国区市场份额，目前Cypress产品线全球市占率是18％，而在中国大概只有12％左右。Cypress希望这个数字能与全球持平。
2．再有就是新产品推出，本月Cypress会推出业界第一个三百万象素的CMOS的一个产品，随着手机、数码相机需求的增长，对CMOS Sensor的需求会持续高速增长，这一前景广阔的市场是Cypress目前积极布局的重点。
3．第三个重点就是PSoC这个产品，Paul相信非常适合中国市场。因为Cypress提供了一个完整的、灵活性很强的系统，它可以应用在很多领域。手机、家电甚至电动自行车都是PSoC可以延伸的市场。
4．第四个重点就是增加非计算机用的一些器件：占Cypress营收30％以上的PC市场的地位已经十分稳固，期望在非PC应用领域持续扩大影响。
The Chinese market is our main goal. Cypress popularize the whole products in China.
Cypress should focus on the following four aspects.
1. To promote our market quota in China. The global market occupation rate of Cypress‘s Products line is 18% now, but it takes only 12% or so in China. Cypress wish this data to be the same as the global one.
2. The second one is to present new products. Cypress present the first three million pixels CMOS product among this industry this month. With the growing demand for cell phone and digital camera, the requirement for CMOS Sensor will maintain fast growth. This prosperous market is Cypress current focus.
3. The third one is PSoC product, which Paul believe is very suitable for China market. Because Cypress provide a complete flexible system. It can be applied to many fields. Cell phone, home appliance, even electronic bicycle are all the extending market of PSoC.
4. The last one is to enlarge non-computer oriented devices. The PC market, which takes more than 30% Cypress revenue, is very stable. And Cypress expect to expand our influence in the non-computer application fields.
无线市场将是Cypress布局重点
Wireless market
Paul指出：目前看来，无线市场在亚太，在中国是增长最快的一个市场。Cypress的一些新的产品的推出，还有并购实际上都是为这个增长最快的应用所服务的。比如CMOS Sensor的一个并购，Cypress推出的低功耗双口RAM产品，还有在PSoC上面做的一些接触式传感器，这种方案都是为手机，或者是无线中的应用来做的。
Paull points out that it appears currently that wireless market is the increasing-fastest market in China and Pacific Asia. The new products Cypress release and the combinations are in fact to serve the increasing-fastest applying. For example, the combination of CMOS Sensor we mentioned, the release of low-consuming RAM that has double orifices, and the touching sensor on the PSoC, all of these are for mobile phone, or for the wireless applications.
目前Cypress所作的Wireless USB主要针对低速应用，而短距高速无线领域，比如UWB技术，目前主要有飞思卡尔主推的DS-UWB和英特尔、德州仪器主导的MB-OFDM （多频段正交分频多工）超宽带两种技术标准存在，目前尚未形成统一，因此尽管Cypress有这方面的计划，但是Paull认为还需要观察一段时间，相信以后对Cypress来说会有很多机会，一旦形势明朗Cypress肯定会介入。而且Cypress认为UWB将是下一代USB传输标准，也就是说，在USB 2.0标准之后，下一代USB标准将着重在无线领域。
Currently Cypress抯 Wireless USB mainly aims at the low speed applying. However, in the short-distance super-speed wireless domain, such as UWB, there are primarily two super-wide band techniques standards, the DS-UWB that Fiscar push and MB-OFDM that Intel and Texas apparatus dominate (MultiBand-Orthogonal Frequency Division Multiplexing). Until now there is not a uniform standard. Therefore, although Cypress has a plan of this aspect, we think that we need to observe for a period of time. Paull believe there will be a lot of opportunities to Cypress. Once the situation is clear, Cypress affirmative to get involved. And Cypress think that the UWB will be the next standard of USB delivering. That is to say, after USB 2.0 standard, next standard of USB will be in the wireless domain.
蓝牙 Vs Cypress Wireless USB
Bluetooth Vs Cypress Wireless USB
Paul解释说：最初Bluetooth它的主要作用就是把个人的PC，PDA，手机这些功能做到互联互通，这是它主要推出市场的目的。Bluetooth本是一个标准，是个人网络互通互联的标准，本身在协议方面就非常复杂。也正因为它是一个标准，因此它在方案提供的时候就相对复杂一些。
Cypress的Wireless USB实际上是USB技术的延伸，可以简单理解为，将USB传输方式从有线变为无线。由于USB技术本身的特性，协议方面要成熟、简单许多。如果要做无线键盘、鼠标，若做成Bluetooth标准就要做相当大量协议方面的开发工作，而且它的成本会相对较高。而对于鼠标键盘这种应用来说，Bluetooth在性能上面反而不如WirelessUSB来的好，而且Wireless USB成本相对低廉。因而大多数的客户会十分愿意接受运用一些低成本的，2.4G的简单数据方案。
因此，从应用角度来看，尽管这两种技术有各自擅长的应用空间，但是相互之间的竞争是不可避免的，目前bluetooth可能商用化相对成熟，但是Cypress在所有领域都在积极介入，不仅仅是鼠标、键盘方面，包括在多媒体遥控，多种平台互联互通都是Cypress未来的目标。Cypress今年在Wireless USB方面的目标是全球要做10到15个million，明年希望做40到50个million。
The main function of the first Bluetooth is to attain an effective interconnection with each other in the personal PC, PDA, and mobile phones, which is the main purpose for releasing to the market. Bluetooth is a standard that personal networks connect with each other. Its protocols are very complicated. Just because of the standard, it is relatively more complex when it provides a solution.
Wireless USB of Cypress in reality is a technical extension to USB. Cypress can apprehend it in brief as this: the delivering form of USB is changed from wired into wireless. Because of the technical characteristic of USB itself, the protocols exhibit more maturity and simpler speciality. If manufacturer make wireless keyboard, and wireless mouse under the standard of Bluetooth, it will take a lot of devotion in the development of protocols; furthermore it will take a high cost. As far as mouse and keyboard, Bluetooth is on the contrary not good as Wireless USB on the functions, and the cost of Wireless USB is low. As a result, the most customers would like to accept the application that has a low cost, and a simple data solution of the 2.4G.
Therefore, from the view of application, though these two kinds of techniques have each applied space that they excel, the competition of them is ineluctable. Currently, Bluetooth is more mature in business. However, Cypress will get involved in all kinds of domains, not only containing mouse and keyboard, also including remote control in the multi-media, interconnectivities in various terraces. Cypress aims at 10 to 15 millions in Wireless USB this year, and we hope a 40 to 50 millions the next year.
通过PRoC Cypress帮助客户更加方便地构建“无线世界”
Constructing Wireless world conveniently for customers by PRoC Cypress
Cypress近期推出一款具有可编程混合信号阵列的2.4GHz 单芯片无线电系统。Cypress的新型可编程 Radio-onaChip (PRoC) 在同一款集成的器件中采用了该公司两项突破性技术—WirelessUSB与 Programmable System-on-Chip (PSoC)。该解决方案可为各种应用同时提供WirelessUSB与PSoC两方面的优势，这些应用包括消费电子、家用与工业自动化、人机接口设备 (HID)、交通运输、安全性以及医疗系统等。
PRoC提供对通用混合信号阵列的访问，该混合信号阵列具有的四个可编程模拟块以及四个可编程数字块、8KB快速程序内存存储、512字节SRAM数据存储和功能强大的直接序列扩频技术 (DSSS)、2.4GHz无线电系统均被集成到紧凑的小型 48 引脚 QFN 封装中。根据设计，其可实施运行在全球2.4 GHz ISM频段中的小型高集成度、低成本无线系统。
Cypress目前正在提供采用48引脚 QFN 封装的 CYWUSB6953 样片。预计将于 2005 年第三季度全面投入量产。根据具体批量，单价约为3.50美元。
Paul Novell特别指出：PRoC具备非常鲜明的两个特点，一个是应用性，另外一个是系统的稳定性。我们把整个比较复杂的一些协议都在MCU这边都做了，然后把射频电路也都在芯片内部完成了这将大大简化工程师的设计过程，降低设计开支。另外，我们将集成度大大地提高，把基于WUSB的射频模块部集成到一个芯片，并且我们很好地解决了和其他的无线的技术共存的一个问题，通过采用DSSS（直接扩频的技术），确保整个系统的稳定、可靠。
Cypress Semiconductor introduced the world’s first 2.4-GHz Radio-on-a-Chip with a programmable mixed signal array. Cypress’s new Programmable Radio-on-a-Chip (PRoC) includes two of the company’s most noteworthy technologies – WirelessUSB and Programmable System-on-Chip (PSoC) – in one integrated device. It delivers the benefits of both WirelessUSB and PSoC into a variety of applications, including consumer electronics, home and industrial automation, Human Interface Device (HID), transportation, security and medical systems.
WirelessUSB has seen dramatic growth, particularly in HID applications, due to its ease of use and installation, low cost, and outstanding interference immunity. Systems with WirelessUSB also require a mixed-signal array or microcontroller for control functions and protocol implementations. In order to provide complete wireless solutions in many applications, Cypress offers the industry’s broadest line of USB microcontrollers and an extensive portfolio of PSoC mixed signal arrays. The new PRoC device is the first in a broad portfolio of devices that combine WirelessUSB technology with Cypress controller solutions. PRoC offers access to a general-purpose mixed signal array with four programmable analog and four programmable digital blocks, 8K Bytes of Flash program memory storage, 512 Bytes of SRAM data storage, and a powerful Direct Sequence Spread Spectrum (DSSS) 2.4GHz radio system – all integrated in a compact, 48-pin QFN package. It is designed to implement highly integrated, space saving, low-cost, wireless systems operating in the worldwide 2.4GHz ISM band.
“PRoC combines two great Cypress technologies to help make the vision of an ‘unwired world’ a reality for customers worldwide,” said Christopher Norris, vice president of Cypress’s Consumer and Computation Division. “It makes it fast, easy and cost-effective to implement WirelessUSB in a myriad of applications by using the powerful, flexible PSoC architecture. No other supplier can put forth this combination of technologies to serve the wireless connectivity market.”
