Design centre to add industry-specific IP

PLDA has officially opened its new Austin Design Centre.

PLDA, the industry's largest provider of IP cores for the logical and transport layers of PCI Express, PCI-X and PCI, has announced the launch of its new Austin Design Center.

Establishment of the Austin Design Center (or ADC) is the next step in PLDA's strategy to enhance the company's technical and executive presence in the North American market.

The move follows the announcement last year of the relocation of PLDA cofounder and CTO Stephane Hauradou to San Jose, and the hiring of industry veteran Callan Carpenter as the VP of Business Development and North American Operations.

"The majority of PLDA's revenue comes from the North American market, but up until now our product development has taken place solely in Europe", explains Carpenter who is also Director of the new design centre.

"With the addition of the ADC, we can take advantage of direct, local engineer-to-engineer exchanges with our US customers, and provide more timely customer support".

The new design centre complements PLDA's European design teams by building on the company's existing line of standards-based IP to offer application-specific solutions.

"Our objective is to create more value for our customers by adding industry-specific layers to the existing IP product line", says Carpenter.

"Expect to see the ADC deliver solutions targeted at specific vertical markets such as automotive, aerospace, communications and others".

"By placing product development personnel physically closer to the customers in those markets, we can gain a deeper understanding of their real requirements, and build the kind of long term relationships that are so key to success in this business".

PLDA has been a leader in the high-speed bus IP industry for 10 years.

Today, PLDA is the frontrunner in the PCI Express FPGA market space, and since the earliest introduction of the protocol the company has consistently listed products on the PCI-SIG integrator list.

With over 200 PCI Express licenses sold and two families of PCI Express IP that support x1, x4, and x8 Lanes for Root Port, Endpoint, Bridge and Switch configurations, PLDA is well positioned to maintain its leadership position in the Intel-based bus protocol IP market.

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