Lattice comes to Anglia for SME penetration: News from Anglia

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Anglia has been appointed by Lattice Semiconductor to distribute its range of field-programmable gate arrays (FPGAs) in the UK and Ireland. The agreement is targeted at helping Lattice to increase its sales into the small-to-medium enterprise (SME) sector that provides the main foundation for Anglia's customer base. Explains Michael Buckley, European Distribution Manager for Lattice: 'We chose Anglia because of its enviable reputation for service and its emphasis on providing high quality in-house technical support for the customer'.

'This is particularly important with FPGAs, where the customer may need specialist design and programming advice in the early stages of a project'.

'Anglia has already demonstrated its competence in this area, and we look forward to a long and mutually profitable relationship'.

Lattice is a pioneer in the programmable logic market and is one of the world's largest manufacturers of FPGAs and CPLDs for the consumer, industrial and telecommunications markets.

Added Michael Buckley: 'We are very impressed with Anglia's commitment to design and the breadth of its field-based team.

Its balanced approach to distribution means that they will be sharply focused on developing sales for the EC, ECP and XP product lines, and it has the right mass to take our presence in the UK market to the next level.

Anglia's Sales Director, James Ward, commented on the new partnership agreement: 'We are seeing an increasing demand from our customers for embedded devices and products with a high technology input'.

'The relationship with Lattice will help build on Anglia's success in the microcontroller sector, and will also complement our existing service portfolio'.

'Already semiconductor devices represent a large proportion of our sales, and with this new franchise we expect to expand this further'.

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