Maxim Integrated – new logo new vision
October 2012 – San Jose, CA – At the new global headquarters campus for Maxim Integrated, they gave a company overview and explained the re-branding and relaunch of the products. The change of name from Maxim Integrated Products to a new integrated stylized logo with the M and X in Maxim integrated to reflect the new theme of compact, simple to use and leading edge. The tagline for the new direction is “It’s Time to Bring Analog Together”, and is focusing on the high levels of integration for the Maxim products.
The driving force is the enablement of “smart” electronics. These pervasive systems covers cars, grid, home, factories, healthcare all prefaced by smart. All of these products have in common three items – the need for security for the data transfer & processing, a wired or wireless communications method and regulating the multiple voltages of the power supplies that are needed for power optimization of the system. The smart that is being added from the shift of pure analog to digitally supported analog chips and thier increased functionality. To support this transition, Maxim uses a 180nm BCDMOS process (Bipolar CMOS DMOS) smart power technology.
For the new Maxim Integrated – their definition of “automotive” is in-cabin rather than engine/powertrain or dashboard/drivers assist applications. Similarly in the industrial space, thes products are targeted towards control systems functions and not placement at point of sensor functions. While automotive, industrial and utility applications have high volumes and ASPs, they are being carried on the wave of the mobile and wireless movement. These applications are growing at a rapid pace and present a different problem to the historic, analog component business functions.
The wireless and mobile space is driven by space and power constraints that inside the envelope of a fixed end unit price point. This price point, on a continuously rolling basis, is forced to include a higher degrees of performance and features at a fixed level. As a result, the analog integration, including reduction of passives and space required, has to increase faster than the current product releases, so the components can be used on next generation designs.
The new Maxim products span the spaces of Power & Battery Mgmt, Audio Codec, Voice Processing, Touch-Screen Controllers, Optical Sensors and MEMS Sensors. They maintain this diversity and product lifecycle management by using their own manufacturing facilities and are a traditional IDM not a fabless company. As a result, migration and expansion of the products and product lines are entirely under their control, and in combination with their advanced packaging capabilities allows them to address the market both through direct sales and traditional distribution methods.
