For Release: April 06, 2004
Altera Selects Silicon Highway as New Sales Representative in UK
High Wycombe, England, April 6, 2004─Altera Corporation (NASDAQ: ALTR) today announced an agreement with Silicon Highway to support Altera’s increasing sales activities within the consumer, automotive, and broadcast markets in the United Kingdom. Silicon Highway’s strong technical and sales expertise will augment Altera’s UK sales and distribution channel currently supported by Arrow Electronics and EBV Elektronik.
“The strength of Altera’s new product portfolio is opening up a host of new opportunities for the company in markets not traditionally served by FPGAs,” said Jack Phillips, Altera business manager at Silicon Highway. “We will leverage our expertise in industries such as consumer and automotive electronics to support Altera’s expansion into these new markets.”
Altera’s portfolio of industry-leading FPGAs, CPLDs, and HardCopy® structured ASIC products is taking programmable logic further into new markets and applications. Altera recently introduced its high-performance Stratix® II FPGA family and the low-cost MAX® II CPLD family. Both device families build on Altera’s ability to deliver the flexibility and time-to-market benefits of programmable logic, while meeting the cost and performance needs of a broad range of customers.
“With the launch of the Stratix II and MAX II device families, we have considerably widened our sales opportunities into new markets,” said Zain Cantel, area sales director, Northern Europe at Altera. “By partnering with Silicon Highway, we are reinforcing our sales team and will be able to take a more focused approach to the market.”
About Silicon Highway
Silicon Highway, formed in 1997, is an independent representative providing dedicated and experienced technical sales of leading-edge semiconductors and associated products for customers in the UK and Ireland. More information can be found on www.siliconhighway.co.uk.
About Altera
Altera Corporation (NASDAQ: ALTR) is the world’s pioneer in system-on-a-programmable-chip (SOPC) solutions. Combining programmable logic technology with software tools, intellectual property, and technical services, Altera provides high-value programmable solutions to approximately 14,000 customers worldwide. More information is available at www.altera.com.
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