Distribution network expands demand creation

Edited by the Electronicstalk editorial team Jul 4, 2006

Microchip Technology has made major progress in its strategy to expand its demand-creation resources to better serve its rapidly increasing European customer base.

Steve Sanghi, President and CEO of Microchip Technology has revealed major progress in Microchip's strategy to expand its demand-creation resources to better serve its rapidly increasing European customer base.

Part of this strategy includes new franchise agreements with local distributors across Europe: Melchioni in Italy, Anglia in the UK and Ireland, along with Burisch and Ineltro in Austria.

Two of the larger pan-European distribution groups will also expand with Microchip.

Microchip has added Rutronik in Spain, France, UK, Benelux and Nordic (they are already franchised in Central Europe).

The Acal Semiconductors Division of Acal has also expanded with Microchip in the UK, Benelux and Nordic, to add to the Microchip base it has in France.

All new distribution partners are expected to have dedicated FAE resources, product managers and business development managers aligned with Microchip.

Regular Microchip training is planned to ensure that first-class support is available to customers for Microchip's extensive range of embedded control devices and development tools.

More support is also being provided to the customer base through the expansion of Microchip's own sales force and technical resources, as well as manufacturer's representatives with the addition of Line One Sales in the UK and Saleslink in Germany.

Six new training centres are planned across Europe to provide regular hands-on training, as well as seminars to regularly update customers on Microchip's newest product offerings.

Microchip is also continuing its investment in web-based customer services.

MicrochipDirect is now the best resource for support and training as well as ordering samples, programming PIC microcontrollers and short lead-time availability of Microchip products.

This comprehensive online resource helps customers develop products faster and more efficiently.

The online support is second to none, allowing customers to resolve questions with the answers in the knowledge base, or to deal direct with one of Microchip's technical experts.

Users can order free samples and production quantities at competitive rates through the company's dedicated sample website and MicrochipDirect services.