Quite a coup for Avnet Memec. The design-in distributor has signed a European distribution agreement with Microchip. It follows a successful seven year distribution track record with Standard Microsystems Corporation (SMSC), a developer of mixed-signal connectivity solutions for embedded applications acquired by Microchip in August 2012.

Avnet Memec has named Ron Singh to manage the Microchip line at a pan-European level. He will be supported by a team of semi dedicated business development and field applications engineers in the major geographies.

Said Singh, ” Avnet Memec will be investing considerable resource in carrying a wide plethora of Microchip development boards and reference designs, both in the hands of our technical staff, and in the Poing facility available to our customers. Particular emphasis will be placed on the non-8/16 bit PIC MCU products which are already well represented in the market place. We’ll also be investing extensively in training. Avnet Memec still has the reputation as the design-in disti in Europe, and we will extend the recognised capability of BDM and FAE teams to cover Microchip’s entire product range.”

“We’ll be targeting our existing entire customer base with the broader Microchip portfolio, and also specifically integrate their whole range of products into our vertical segmentation strategy and presenting them to our focused target markets,” he added.

Steve Haynes, president of Avnet Memec EMEA, said, “In addition to the SMSC connectivity products, Microchip brings a new wealth of analogue and Interface products, memories, wireless modules and of course their traditional PIC Microcontrollers and dsPIC Digital Signal Controllers. We look forward to integrating their products into our vertical-oriented go-to-market model, and a very successful partnership on all fronts!”

“Avnet Memec’s track record of self-sufficient demand creation with SMSC is exactly what we need to add to our network,” said Gary Marsh, EMEA Sales Director for Microchip. “Their customers trust them with key component selection guidance, and now we look forward to working with them to replicate that with the rest of our product range.”


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