How to manage decreasing by 70% a $5B IC business in less than 6 years? TI knows the answer...
The Wireless Business Unit (WBU) from TI was created in the mid 90’s to structure the chip business in wireless handset made with customers like Nokia, Ericsson or Alcatel. I had a deep look at the WBU results: quickly growing from $1B in 2000 to reach about $5B in 2005… to finally decrease by 70%, down to $1.3B in 2012.
Let’s make it clear: TI is a great company, which has enabled the modern SC industry as we know it today, based on “Integrated” Circuit (invented by Jack Kilby in 1958). TI is also a company I had the great opportunity to work with, able to train a pure ASIC designer like me to a business-oriented engineer, allowing me to benefit from MBA level trainings, as well as exciting work environment – and great colleagues. Today, I will just use this market oriented education to try to understand what the mistake was. No doubt mistakes have been done, precisely understanding the nature of the mistake(s) just could help avoiding making it again.
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