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Buy, before you vie

Silicon and software vendors join forces to make you more competitive. By Philip Ling.

There is no such thing as an even playing field anymore. If you don’t find a competitive advantage, someone else will. There are numerous expressions in circulation that iterate this today, such as ‘time to market’ and, more recently, ‘time in market’, with ‘time to revenue’ coming up strongly on the outside. The point is, it’s all about time and money. Interestingly, the relationship between the two is slightly more complex than it may seem, because sometimes you have to speculate to accumulate.
If your time to market can be halved by investing in technology, it follows that your time to revenue will be shorter too. However, it only pays off if your time in market is long enough to recoup the initial investment. Even if your time in market isn’t extended, at least you get there quicker, giving you more chance of higher revenue from so called ‘early adopters’. It is this ethos that partly underpins the concept of the reference design and its close cousin, the board support package.

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Philip Ling

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