Altium - Opening A New Umbrella
Whom do you see as your primary competition?
We are in a very unique position at this point in time. We have competition from a couple of different places but don't feel it is particularly direct. For instance Mentor has pieces. They sell pieces that one could describe as being a complete system. However, they are priced significantly higher. They target a different group of people. They'll argue that. They will say that they are mainstream but we don't see them in the mainstream market. Mainstream people can not afford the collection of tools required by Mentor.
The other area in the reprogrammable world comes from Xilinx, Altera and Lattice. We see the value there. We have added value in a different way. That's part of our messaging: how do you do above and beyond what people are doing today with FPGA software. A lot of that has to do with the way it fits onto the PCB. The vendor independence that we provide, they can't. The multiple processors, the quality of software development, the interactive methodology for building and testing and so forth that we are providing that they aren't. It depends on how you define the market. If you say FPGA today, by far the competition is the FPGA vendors themselves. We do see our market as different from the FPGA market. Our market spans embedded systems and PCBs. And in that space we truly have no competitor other than Mentor but Mentor is not a true competitor in the mainstream.
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