Flexible Logic marks start of new strategy for Arrow

Flexible Logic marks start of new strategy for ArrowMick Elliott Arrow Electronics’ signing of the Altera franchise earlier this year caused a few ripples in the programmable logic market with the creation of a specialist sales and market development group within the broadline distributor. The setting up of the group called Flexible Logic is widely seen as marking the beginning of a new strategy for Arrow. As Harriet Green v-p and marketing director of Arrow north Europe commented: “The old ways of manufacturers producing and distributors selling have gone. Distributors have become more important in the value chain. The UK has many small and medium size innovative customers and Arrow will be there to give them the technologies they require.” “Our customers require more capabilities from us. We have to identify the winning technologies and decide which ones are opening up new markets,” she added. The prime objectives behind Flexible Logic are to provide technical design support, marketing and logistic support for Altera CPLDs (complex programmable logic devices). Its creation is based on the belief that there exists a barrier to FPGA and CPLD adoption in the UK which is lack of access to specialist technical design support, especially for highly complex devices at the higher count gate level, where design management issues compound the technical complexities of logic synthesis.
The group will be targeting the Altera devices at both potential and existing gate array users.

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