Motorola’s Canadian presence expands with alliances – Motorola Corp.’s Imaginology exhibition

Motorola’s Canadian presence expands with alliances – Motorola Corp.’s Imaginology exhibition – product announcement

Graham Wood

Motorola’s Canadian presence expands with alliances

TORONTO — What costs half a million bucks and lasts only four days? Motorola’s privately-sponsored trade show entitled Imaginology, designed to showcase the company’s technology by way of an extensive seminar program and an exhibition.

Charles “Chuck” Thompson, senior vice-president, director of world marketing, Motorola Semiconductor division, masterminded the entire roadshow, which as already travelled to seven major American cities.

Presenting an overview of Motorola at a press conference, Thompson detailed the company’s current status: “In 1988, we had $8.2 billion (U.S.) in sales, with 23 per cent growth, moving us from (number) 62 to 52 in the Fortune 100.” Of that overall sales figure, he said $2.8 billion stemmed from sales in semiconductors, representing a growth of some 28 per cent.

Motorola continues to grow in niche areas, Thompson explained, predominantly through strategic alliances. Its acquisition of TRW’s radio frequency business has essentially solidified its position in the RF market, and a partnering agreement with Toshiba has resulted in a joint-owned factory in Japan, enabling it to get into the memory business.

Motorola’s relatively recent accord struck in April of this year with ACC Microelectronics is another example of increasing its presence in a specific market areas. In this instance, it is the burgeoning IBM PC compatible marketplace.

Thompson’s sentiments were echoed by Eric Taylor, vice-president, regional manager — Canada. “It’s a market trend,” Taylor said, “There are a growing number of partnerships (in Canada),” adding that it remains the company’s goal to further forge such relationships.

Referring to the increasing interest in Integrated Services Digital Network (ISDN), Taylor said that Motorola in Canada is “firmly committed to ISDN”,” citing the companyhs worldwide relationship with Northern Telecom. In fact, an ISDN evaluation board development kit was one of the many displays to be found in the exhibition section of Imaginology.

The Imaginology exhibition also provided an opportunity for many smaller Canadian companies to display new products.

Byte Craft Ltd. of Waterloo, Ont. showed its first commercial product, the C6805 Code Development System.

According to Byte Craft president Walter Banks,t he C6805 is the first C compiler with an integrated development shell for the Motorola 6805 family of microprocessors.

Code developers “can use other people’s (software) products under the same shell,” Banks said. The development system tries “to minimize the number of keystrokes so the engineer doesn’t lose a train of thought.”

The C6805 system checks source code against target hardware definitions, acts as an artificial intelligence system that generates object code in S1 or Intel HEX, generates ROMable code, supports interrupt routines and can generate 6,000 lines/minute on an IBM PS/2 Model 50

In order to run the code development syste, one floppy and 512K on an Xt or compatible is required, with the best configuration being a hard disk with 640K, the company says.

Included in the basic C6805 package is an editor that links the developer’s software tools (these can be from a variety of vendors), standard libraries, 20 example programs, a 200-page manual and one freey year of updates.

Banks said the system has so far been targeted towards single chip microcomputer embedded system applications such as in lighting controls, handheld data loggers, games, process control and instrumentation.

University laboratories have also expressed an interest in the C6805 Code Development System. It is priced at $935, with site licenses available.

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