Analog is Everywhere

News Release from: Rutronik Elektronische Bauelemente
Edited by the Electronicstalk Editorial Team on 4 January 2006

Design-in deal covers more of Europe

Rutronik Elektronische Bauelemente and Microchip are set to expand their successful 10-year co-operation across Europe.

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Rutronik Elektronische Bauelemente and Microchip are set to expand their successful 10-year co-operation across Europe. Now Rutronik will represent Microchip not only in Germany, Austria, Switzerland, Italy, the UK, Ireland, Poland, the Czech Republic, Slovakia, Slovenia, Romania and Hungary, but also in Benelux, France, Spain, Sweden, Finland, Denmark and Norway as a 'design-in distributor'. Microchip meanwhile will shift its focus to local and European distributors with design-in competence, as provided by Rutronik.

The broadband distributor is convincing thanks to its European-wide local presence, FAE competence in application design, and system solutions as well as numerous value added services.

The franchise agreement covers the complete Microchip product range of 8 and 16bit microcontrollers, high-end analogue products in the fields of thermal management, power management, linear, mixed signal and interface and serial EEPROMs.

Rutronik regards this franchise expansion as a decisive success towards harmonising its linecard and its wish to offer an extensively identical product range across the entire continent.

As Thomas Rudel, Vice President Sales and Marketing, explained: 'Above all, the paradigm shift at Microchip to a European distributor with a design-in focus reinforces our position as a system and solutions provider in the market and consequently with customers'.

'Not only does our sales network cover all of Europe, but we are also represented in each subsidiary with field application engineers'.

'We provide individual, local support for customers developing their applications'.

'With regard to pan-European interests, the strategies of our companies dovetail'.

'Furthermore, with its technical competence, Rutronik fulfils our premise of pushing the design-in competence of our distribution partners much more into the foreground'.

'We are expecting this to produce even better consulting and support for customers and consequently additional sales potential with regard to new customers and expanded markets', said Paul Breault, Vice President Worldwide Distribution, Microchip.

'Through its most recent expansion, Rutronik was able to close the last few gaps in the continent and as a result has advanced to become one of our most important sales channels in all of Europe'.

In the last three months Rutronik expanded several franchises to the pan-European level.

By September, Europe-wide agreements had been signed with Epson Europe Electronics and a number of manufactures in the area of electrical engineering.

With Sharp, the broadline distributorr gained one of the worldwide leading display manufacturers - also Europe-wide.

In November, the company signed a pan-European agreement with Sony Ericsson, aiming to conquer the promising M2M market in Europe.

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