Future PSoCs it to the Opposition

Cypress Semiconductor's European PSOC Demand Creation Distributor of the Year has just been announced. Not sure how many entered, but let's not be churlish and applaud . . .

. . . Future Electronics. In fact, Future has long been a top notch Cypress distributor, a point noted and appreciated by T J Rodgers, the chip maker's CEO. This award recognises Future's efforts in helping more customers to design the PSoC device into end products in 2008 than any other distributor in Europe.

Future bolstered its support for the product by designing and distributing two evaluation platforms -the Dart Kit and the TouchPad colour mixing platform, both of which will feature on Future's stand at next month's Embedded World show in Nuremberg.

Said Richard Austen, director of distribution sales (EMEA) at Cypress, "Future is giving excellent support to the growing number of engineers in Europe who want to implement PSoC designs. It took more of its customers through PSoC workshop training in 2008 than any other distributor, and it is no surprise to me that Future is leading Europe in customers designing products with PSoC inside."

"This prize is just reward for our decision to invest heavily in PSoC engineering expertise," commented Fred Knowles, vice president of technical sales at Future Electronics. "We have trained 30 of our applications engineers to the highest Masters level of Cypress's PSoC education programme, which is more than any other distributor in Europe. Our PSoC work also draws on our System Design Centre in the UK which developed production-ready turnkey designs using PSoC for a number of customers in 2008."

"PSoC is a particularly interesting product for customers of our Future Lighting Solutions LED lighting division," he added. "It is well suited to lighting control, colour mixing and touch-sensing applications."

And on to the picture where we can see l to r Andy Keenan, Future Electronics, Paul Bentley, Richard Austen, both Cypress, Kirsty Birkinshaw, Joanne Jakobi, Jill Thomas, Fred Knowles and Richard Veinot, all Future.