Re: Who is working with the SAM9263?

On Mar 30, 6:05 pm, "Ulf Samuelsson" <u...@xxxxxxxxxxxxx> wrote:
I think that Atmel can live with $500 board for the ARM9 at the moment
but the reason is really the underlying cost structure.
If/when competition catches up, then this will become a more
important decision factor.

I think that prices will come down before they are needed for this reason
though.

I won't argue all the little details even though I disagree. But your
ARM9 eval boards are not $500. I would consider that marginally
acceptable. But they are much higher. The single lowest cost board
is $600, the rest are $1000 or more.

You (or your company) assume that your chip will get the chance to be
evaluated on all major projects. There are any number of engineers
who pick parts based solely on familiarity even for large jobs at
large companies. My last position required that I learn to push
vendors away when I did not need info. I learned that all the larger
companies learn to do that.

Another factor is the threshold of approval. If I need a manager to
sign off on a purchace it makes it that much harder to do. If I need
a second level manager that means I typically have to justify it in
writing. Likewise, if I ask my rep for a freebie, it is much more
likely to happen with a $200 board (I got those often) than with a
$1000 or even a $600 board.

My point is that the view from inside your company is not necessarily
the same as the view from inside the customer's company.


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