Hendy to exploit new markets

An Aspex Semiconductor product story

Edited by the Electronicstalk editorial team May 13, 2004

Aspex Semiconductor has appointed Jeremy Hendy as Vice President of Marketing.

Aspex Semiconductor has appointed Jeremy Hendy as Vice President of Marketing.

Hendy will lead efforts to expand Aspex markets into new areas and grow Aspex position in the high performance, software programmable processor market place.

Hendy is charged with taking the Aspex products into new areas such as networking, security, media servers and the $1 billion medical imaging market, where Aspex customers have already shown significant interest in the technology.

Prior to joining Aspex, Hendy held several positions in Texas Instruments' UK Wireless Marketing Group, followed by 10 years at Symbionics, the wireless and digital TV design house (acquired by Cadence in 1998) serving as Business Director.

Aspex CEO, Paul Greenfield says: "We are extremely pleased to have Jeremy join our senior management team.

Jeremy has extensive operational and executive experience and we are confident that he will help Aspex further broaden our market opportunities".

Hendy is enthusiastic about his new role at Aspex.

"What attracted me to Aspex was the clear benefits our technology is already delivering to customers, in terms of product cost, time to market, and reduced risk", said Hendy.

"ASIC NRE charges are getting out of reach of most customers, and product designers are increasingly being forced to use expensive FPGAs.

Aspex' software programmable approach lets customers develop high-performance products much faster, and easily add new features without the headaches of trying to partition the design across multiple FPGAs".

"And for me, the magic bit is the plug-and-play scalability that Aspex' Linedancer chips deliver - if a customer needs to increase performance, he can keep adding Linedancer chips to the board; the application performance increase is linear, and there is no need to change any software - all the partitioning is done automatically at run-time".

"Equally, if customers have developed high-end products for professional applications, they can easily create a lower cost version for pro-sumer or consumer markets just by taking chips off the board".