Lattice（莱迪思）是ISP（在线可编程）技术的发明者，ISP技术极大的促进了PLD产品的发展，80年代和90年代初是其高速发展的黄金时期。Lattice中小规模PLD/FPGA比较有特色，种类齐全，性能不错。1999年Lattice收购Vantis（原AMD子公司），2001年收购Lucent微电子的FPGA部门，2004年以后开始大规模进入FPGA领域，是世界第四大可编程逻辑器件供应商。面对经济危机和低迷不振的半导体产业，FPGA厂商如何出手应对？Lattice营销总监Douglas Hunter先生接受中华电子网（www.elenchina.com）专访时表示，“任何半导体公司，包括Lattice，必须在产业回归健康，消费者重拾信心的时候做好准备去抓住机会。而唯一的方法就是去研发、推出新产品，为Lattice的客户提供令人信服的价值。”以下是专访摘要。

    Elenchina.com：您如何评价Lattice在2008年整体上的表现？在过去的一年中Lattice在技术、产品上都取得了哪些突破？

    Douglas Hunter：2008年是非常好的一年，因为Lattice新产品不断获得动力，扩大了市场占有率。例如， Lattice产品的低成本、低功耗、SERDES-capable Lattice ECP2M FPGA产品家族的应用范围处于持续扩展中，从PCIe到无线等。Lattice具有非挥发性的XP和XO产品，具有提供高安全性、快速操作性和单片机解决(因为没有外部引导装置是必要的)的特点，已经广泛应用于大批量的应用，如显示器和消费电子产品。2009年，Lattice期望提供给消费者更多的新产品和解决方案。

    Elenchina.com：2008年Lattice在亚太及中国市场上的表现如何？热销的产品有哪些？应用领域为何？

    Douglas Hunter：在亚太地区，特别是中国市场，增长势头强劲。Lattice的FPGA，CPLD和可编程的数模混合产品畅销亚洲，用于各种应用，尤其是对于通讯和低成本、大批量应用的消费市场。

    Elenchina.com：2008年，经济危机和行业不景气对Lattice产生了什么影响？能否用数字说明？什么领域受到的影响最严重？

    Douglas Hunter：像所有的可编程逻辑公司一样，Lattice看到整个市场的疲软和市场细分，当然Lattice也会沮丧于收入增长缓慢。然而，尽管目前的衰退是极端的，不过半导体工业一向有其周期性，并且Lattice已经习惯于处理困难的市场情况。

   Elenchina.com：目前半导体产业的形式使得大家对于2009年更加忧心忡忡，请问您如何看待明年产业情形？贵公司又是如何应对这场产业寒流？

    Douglas Hunter：目前全球经济不景气的独特之处在于：没有可靠指标，即危机会有多大？或是会持续多久？Lattice认为目前的重点在于不断投资于内部的产品和技术的研发。并且这项投资是绝对必要的！这使得Lattice即使处于经济低迷时期，仍然具有较强的产品和销售量。Lattice具有较强的流动性和良好的资金地位。以确保在经济风暴下， Lattice能够紧密的控制成本。

    Elenchina.com：您觉得在消费者恢复大规模购买信心之前，厂商最需要做的是什么？这场产业寒流何时才能结束？

    Douglas Hunter：任何半导体公司，包括Lattice，必须在产业回归健康，消费者重拾信心的时候做好准备去抓住机会。而唯一的方法就是去研发、推出新产品，为Lattice的客户提供令人信服的价值。

    Elenchina.com：展望2009年，Lattice有什么重点发展策略？主推的产品和技术是什么？哪几大应用将成为2009年的收入支柱？

    Douglas Hunter：2009年，Lattice将继续维持超值的FPGAs，CPLDs和可编程的数模混合产品组合，如时钟系列和电源管理设备。更确切地说，Lattice将提供独特、差异化产品在那些市场和应用上，其中包括了Lattice的低成本、低功耗的SERDES FPGAs，无挥发装置，极低功耗、多功能的ispMACH 4000ZE CPLDs 和PLD-based数模混合产品。


附：英文采访记录

1 What do you think about the performance of Lattice in the whole 2008 year?In the past year,what breakthrough has Lattice achieved on the technology and products?

2008 was a good year for Lattice as our new products continued to gain momentum and market share. For example, our low cost, low power, SERDES-capable Lattice ECP2M FPGA family is being used in an ever-widening spectrum of applications, from PCIe to Wireless. Our non-volatile XP and XO products, which offer high security, instant-on operation and a single-chip solution (because no external boot device is needed), have been broadly adopted in high volume applications such as displays and consumer electronics. In 2009, we look forward to providing more new products and design solutions to our customers.

2 What do you think about the performance of Lattice in the Asia-pacific and China region market?What product sales specially well?and how about the application fields?

Asia-Pacific in general and China in particular are strong growth markets for Lattice. Our FPGA, CPLD and programmable mixed-signal products all sell well in Asia and are used for a variety of applications, particularly for communications and for low cost, high volume applications in the consumer market.

3 How do current global economic crisis and the bad situation of Semiconduct industry affect Lattice? Please set an example to explain which business Sector of Lattice affected mostly heavily.

Like all programmable logic companies, Lattice is seeing weakness across all markets and market segments, which of course depresses our revenue growth. However, while the current downturn is extreme, the semiconductor industry has always been cyclical and we are accustomed to coping with difficult market conditions.

4 The current bad situation of semiconduct industry make everyone worry about the 2009 year.How do you predict the FPGA or Semiconduct industry for 2009?and how to cope with the industry bad times?

The current worldwide economic downturn is unique in that there are no reliable indicators for how deep the crisis will be, or for how long it will last. Given the length of design cycles, for both Lattice and for our customers, we understand the critical importance of continuing to invest in internal product and technology development. This investment is absolutely essential if Lattice is to emerge from the economic downturn with strong products and sales. Lattice has strong liquidity and a good cash position. To preserve that strength and to weather this economic storm, we are controlling all costs very tightly.

5 what does FPGA or Semiconduct company shoud do before the recovery of the consumers confidence?in your predict,when will the industry cold snap end?

Any semiconductor company, including Lattice, must be prepared to seize the opportunity when the industry returns to health and consumers regain their confidence. The only way to be prepared is to continue to develop and bring to market new products that provide compelling value to our customers.

6 What is the Lattice strategy for 2009?What product and technology will be mainly promote? And what will be the mainly income pole for Lattice in the coming 2009 year?

Our 2009 strategy is to continue to maintain a balanced product portfolio of value-added FPGAs, CPLDs and programmable mixed-signal products such as our Clock generation and Power Management devices. More specifically, we will compete aggressively in those markets and applications where Lattice provides unique and differentiated products. These include our low cost, low power SERDES FPGAs, our non-volatile devices, our extremely low power and versatile ispMACH 4000ZE CPLDs, and our PLD-based mixed-signal products.

7 As the economic crisis spread in the global,more and more companies transfer their focus on china region market.how about the importance of china market to Lattice?

Lattice recognized the importance of the China market decades ago, and we have continuously shown our commitment to China in terms of the number of sales and applications personnel who are working in China. Furthermore, Lattice is the only programmable logic company with a major Design Center in China.