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We
entered fiscal year 2000 with the wind of a robust analog business in
our sails and with solid evidence that we are now well on our way to becoming
the major supplier of electronics for the emerging Information Appliance
market. All the pieces are in place and we feel extremely well positioned
for a bright future.
Fiscal
1999 was marked by rough seas, and as we exited the year we also announced
our intention to exit the market for personal computer processors. The
sheer volume of this market was attractive and seemed to offer a good
way to generate revenue while we prepared for the arrival of the Information
Appliance market. But even though we successfully carved out a 5 percent
share of the PC processor market, the ongoing investment to fight the
battle was prohibitively expensive. We have chosen instead to concentrate
on the primary strategy we have been developing for three years to put
information appliance systems on a chip and to reinforce our focus on
our core analog business, which accounted for almost 70 percent of our
sales at year end.
It
should come as no surprise that the analog business is so strong. It is
analog that processes the "real world" signals such as sight, sound, heat
and touch. As we move forward, information appliances will be differentiated,
one from the other, by the pleasure of the user's experience. And better
displays, better audio, and longer battery life are all delivered by the
analog electronics inside these systems. National Semiconductor gave birth
to the analog industry and we are extremely proud of our heritage and
leadership position in this very important market.
Our
analog group has put a great deal of energy into increasing the rate of
new product launches, introducing 81 new analog products in the fourth
quarter of fiscal 1999. In the same quarter, analog revenue generated
by products launched within the last two years grew 25 percent over the
third quarter. This year will see many more new analog product introductions.
The
market for cordless and cellular telephones, which utilizes our RF and
power management circuits, was extremely robust in 1999 and has carried
that strength into the current year. Our "Top 10" customer list includes
every one of the five leading suppliers of handsets for these markets.
And we are a leading supplier of semiconductors that support all of the
industry standards, including GSM, CDMA and the DECT cordless standard.
We've leveraged our strength in this area to be a leading supplier in
the Bluetooth personal communications market. Virtually all cellular
phones will soon be equipped with this new technology that uses wireless
networking to link phones with nearby computers and information appliances
and create a "personal information bubble" that surrounds the user wherever
he goes. As the new Third Generation of cellular phones emerges, we will
have from $250 to $2,000 worth of our interface circuitry in the typical
cellular base station.
While
maintaining our analog leadership, we have also been predicting and preparing
for the emergence of an information appliance market for several years.
Our vision is that as we move from the "age of the computer" to the "age
of information," people will want access to unlimited information
anywhere, anytime. The Information Appliance market is now becoming a
reality. In May, we booked the first material orders from Philips for
a set-top box that AOL will offer for AOL TV
Web browsing, and we also announced our agreement to collaborate with
Acer to develop additional set-top box applications.
In
mid-July we announced the successful completion of the world's first Information
Appliance on a single chip with the introduction of National Semiconductor's
Geode family of products focusing on the Information Appliance market.
This
first Geode product successfully integrates PC functionality plus video
decompression into a single chip that is designed to deliver optimal Internet
performance for the interactive set-top box market. It is based on the
MediaGX x86-compatible processor, the part of Cyrix which we retained
as the basic core of our Information Appliance focus.
National
Semiconductor's Geode family of solutions offers manufacturers higher
performance, lower power consumption, a smaller form factor and faster
time to market, as well as reduced overall manufacturing costs.
Going
forward, we will continue to combine our MediaGX core with our analog
capabilities to integrate a variety of customized single-chip solutions
with tailored feature sets for our targeted segments of the Information
Appliance market: set-top boxes, thin client systems and personal access
devices such as the WebPAD design we introduced in late 1998.
Lower
prices have made PCs more affordable than ever before, but the PC hasn't
become more usable by everyone. The majority of people want a way to access
the Internet and the World Wide Web without the complexities and limitations
of the PC. So the next step is for our industry to overcome the complexity
barrier by making information access as simple as using the telephone.
These
new communication devices are now becoming more and more defined by the
way they access information, not by how they process information. The
microprocessor and the "megahertz clockspeed" are no longer the differentiating
factors. It's now how user friendly and user accessible the device is,
whether it's a WebPAD, a cellular phone or a handheld personal computer.
And remember the pleasure of the user's experience comes from analog!
We
believe our preparation for this day and our tremendous momentum in the
analog business makes us clearly unique.
Thank
you for your support of National Semiconductor.
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