Mannerisms

picoChip is into 3G cellular, Wimax and home basestation markets with its multi-processor array-based chip-sets which can support any wireless standard under the sun.

What's more, picoChip is into China, the world's hottest regional market for wireless telecoms.
China is impressed by picoChip's architecture, and not just its processor architecture.

"I walked through Bath on my visit there to get to picoChip's offices, and it would never have entered my mind that a place with such beautiful old buildings would have a chip design company with such huge potential", says Professor Wenbo Wang, Dean of the Telecommunications Engineering School at Beijing's University of Posts and Telecommunications.

Wang is not the only person in China impressed by picoChip's technology. "PicoChip's technology delivers higher flexibility and economy to basestations for TD-SCDMA and Wimax," says a China government official, He Xiaolong, division director of the science and technology department at the ministry of information industry.

Even Bob Jones, picoChip's PR guy, might be embarrassed to be any more enthusiastic.

And the British Embassy in Beijing seems pretty impressed too. "PicoChip is representative of new businesses in the UK that are born global. Companies like picoChip quickly compete against long-established industry giant," says Commercial Counsellor at the British Embassy, Alastair Morgan.

With endorsements like these, it looks as if picoChip has got it a strong entry point into the China market.

Since the China government is thought to be spending some $4bn on its 3G 'trial' (just the trial, think about the deployment investment), and a further $7bn on Wimax, it's a pretty good place in which to have an entry point.