Future Horizons: February Semiconductor Update
We’re delighted to share this month’s executive summary from Future Horizons’ February report on the semiconductor market, which includes the latest industry insights and projections.
Executive Summary
Annualised growth rates fell back in December, with Total Semiconductors growing 14.5 percent, down from 22.2 percent in November, led by Total Memory, at 37.7 percent, a sharp reduction from November’s 87.2 percent number.
Logic growth was flat, at 19.4 percent, with Analog ICs at 2.5 percent, a much welcomed, if small, improvement on November’s 0.6 percent number.
Total Micro performed worse, chalking up a 1.6 percent decline vs. last month’s 1.0 percent lacklustre growth, bringing Total IC growth to 18.6 percent, or 10.7 percent excluding Memory, down from last month’s 22.2 percent and 11.2 percent respective results.
The monthly year-on-year annualised growth rates, which peaked in 28.0 percent in August 2024, have been falling now for four months in a row, Figure E1(a). We do not expect this trend to reverse anytime soon.
Following the euphoria of 2024’s AI-Hyperscale growth, the real market reality is now coming to the fore. Quite where the average 2025 growth rate ends up will be determined by how fast and by how much the ensuing monthly annualised growth rates will fall.
As can be seen from the 2021 to 2023 transition path, correctly guessing this number right is more lucky than good judgement.
Total month-on-month Semiconductor sales were 9.3 percent lower than November 2024, reversing November’s 10.3 percent growth. This decline was broadly spread across all IC sectors, as well as Total Opto, with Total Discretes the only product growth area, at 3.9 percent.
With growth wholly dependent on one market, namely AI infrastructure, even a minor misstep here would have dramatic ramifications for the overall chip industry. Right now, however, the AI frenzy shows no signs yet of abating, with the four big tech firms, Alphabet, Amazon, Microsoft and Meta all doubling down on their infrastructure investments.
This unbridled enthusiasm is, however, starting to see some pockets of scepticism and investor concern, as shareholders worry that doubling down on spending, without a commensurate increase in revenues, would starve non-AI business lines and eat into capital that would otherwise be returned to them as share buybacks and dividends.
Few people doubt AI is potentially game-changing but, correctly in our view, only if AI addresses a clear problem that needs a 10x advantage; has clean data to process; and overall compute costs decline dramatically.
Providing ChatGPT or GenAI features to search engines or MS Office only adds incremental value, it is neither disruptive nor game changing. As such, it offers little potential, if any, for increased revenue generation. It simply provides more bang for the same buck, one of the key fundamental hypotheses that has driven the industry since time immemorial.
If investor patience runs out, any pause or slowdown in the current AI infrastructure spend would trigger an immediate and dire bullwhip oversupply situation. From today’s undersupply backdrop, be it nVIDIA GPUs, SK-Hynix’s HBW memories, or TSMC’s CoWoS packaging, long backlogs and delivery times would be reined back dramatically, there is never a nice smooth inflection and no advanced warning.
Given the overall weak global economic outlook, the increased political uncertainties, and the risk of an AI data centre investment slowdown, following two years of hypergrowth, we do not expect to see the real semiconductor rebound before the second half of 2025 at the earliest.
Overall, we remain committed in our view that the more normal aspects of the market, now in their ninth quarter of recession, have yet to recover.
If the AI market implodes, even a recovery here would not be enough to save the chip market.
There is now a real danger 2025’s growth will go negative.
Read The Full Report Here: https://www.futurehorizons.com/page/137/
Show Focus: InnoElectro 2025, Budapest’s Leading Electronics Expo Returns
InnoElectro 2025, Hungary’s leading electronics event, returns from April 8-10 at the Budapest Olympic Centre. This flagship event will bring together industry leaders, innovators, and professionals from nearly 30 countries.
With the ever-evolving landscape of the electronics industry, staying ahead requires access to the latest innovations, insights, and networking opportunities. InnoElectro 2025 provides professionals with the chance to explore cutting-edge solutions, discuss industry trends, gain insights from top experts, and connect with key players in electronics.
Last year, the event attracted 2,500 visitors and nearly 700 exhibitors. Building on the success of InnoElectro 2024, this year’s event is expected to be even bigger, featuring 70 corporate booths and over 50 expert-led presentations.
A key highlight of InnoElectro 2025 is the one-day conference with the Surface Mount Technology Association (SMTA), focusing on advanced manufacturing technologies and industry trends. Other key topics include supply chain challenges, rising costs, and competition from Asian suppliers. Additionally, roundtable discussions will explore resilience strategies and nearshoring opportunities for European manufacturers.
The event stage will host industry experts discussing topics such as manufacturing technology, defence and aerospace, cybersecurity, engineering education, and the role of artificial intelligence in electronics design.
“This market deserves a truly professional exhibition. InnoElectro’s evolution has made it possible for everyone to see and, if appropriate, test the latest developments in electronics manufacturing and meet representatives of equipment manufacturers without having to leave the country,” says Csaba Berta, managing director of Danutek Kft.
The event also features the IPC Hand Soldering Competition, where Hungary’s best soldering expert will earn a place in the World Championship. A student competition will provide a platform for young talent to showcase their skills.
Free to attend, InnoElectro 2025 offers a unique opportunity to connect with industry leaders and explore the future of electronics manufacturing. Register online here.
Following the success of last year’s event, we look forward to seeing the impact of InnoElectro 2025!
Q&A with Napier’s Head of Digital Marketing, Helen Greenhead
‘What brings me the most pleasure is working with an incredible team of talented professionals.’
The world of digital marketing can be complex, but what makes digital marketing at Napier so unique?
I recently spoke with Napier’s Head of Digital Marketing, Helen Greenhead, to discuss her journey to her current role and how she keeps a level head amongst the constant changes within the world of digital marketing.
So what does Helen have to say about the industry?
Tell me a bit about your time at Napier.
I worked for a company called Armitage Communications for 27 years and then it was acquired by Napier several years ago, and I've been with Napier ever since.
Upon starting your agency career, what is one piece of advice that has stuck with you?
Not to stress over situations you can't change. There's no point stressing when you can't change something, and that has stuck in my head ever since.
What has led you to become an expert in digital marketing?
Well, I actually started out as a Database Developer, creating and looking after a number of databases for various clients. I guess this led to the start of my journey into digital marketing. I first got involved with the internet and emails in 1993. We started with one email account for the company, and it was my job to check it every day and make sure emails were dealt with. It was a game changer – to be able to send a client an email was like sending a letter electronically without relying on the postal system. Sure, we had a fax machine, but it didn’t provide the level of privacy or clarity that you could achieve with an email. I got a real taste for the internet and found it fascinating how you could have this facility to look up just about anything and it was there – a whole world apart from Teletext! I knew then that this was the field for me. I started to train on anything digital I could find.
My first digital platform was a web page creator. Working in databases, I already had a good knowledge of SQL, so when faced with HTML coding, it wasn’t that hard to get my head around. The new platforms just kept on coming and I couldn’t get my hands on them quick enough. Google Adwords - now known as Google Ads - was another game changer, a way to capture an audience by offering them collateral based on what they were searching for. They also offered a pretty good training programme, which I took advantage of.
Social platforms like Twitter - now called X- started to emerge and were yet another way to build and reach our audience. Over time we started to see a shift in the way that people requested information. The usual ‘form fills’, or bingo cards as we called them, found in the back of journals were slowing down – instead, we would place form links on web pages and push them out via both journal and social channels, for people to complete online. The telephone line requesting literature didn’t ring as often either as people found a quicker way to get their hands on what they wanted, without having to wait for the post. Marketing automation started to evolve, and I enrolled in training for certification in Oracle Eloqua. This was another game changer – now we could generate forms that would feed information directly into the database and enrol potential customers in nurture flows. Mapping out the customer journey from start to end, not only ensured prospects received the right information at the right time but gave us insights into where people were in the buying journey. And so, the real digital was born.
Digital marketing has evolved so much from when I got my first taste and has led to heaps of training. I now have countless certificates in different social platforms, SEO software and marketing automation. The training and certification are a must, but it’s also the experience and ability to be able to provide our clients with the best possible advice and insights for their campaigns, that really matters to me.
What is your day-to-day?
My days are busy! I always start the morning with a cup of tea – I cannot function without one. My next job is to check my inbox and respond to any emails that have come in overnight. There are usually lots of emails to go through as we have a global client base. Most of the time the emails require action, so either I deal with that directly or pass it to a team member, depending on the request. Usually, I have meetings booked in – on a typical day there could be 3 or 4 to attend. I oversee campaigns my team is working on and I am on hand for any queries they may have, including training on new platforms. I work on proposals with our account management team and provide the strategy for the digital campaigns.
Typical activities in a day could include mapping the customer journey for a campaign, managing the digital team, running reports, writing ads for paid media, and picking apart campaign results so that we can make data-driven decisions.
What is a project you're most proud of and why?
I had to think about this one because I'm actually proud of all the projects that come through the digital team but for different reasons. So, some make me proud because of the success of the campaign and some for the sheer volume of work that's taken place.
We did a campaign for ABB electrification, and we did it in 27 different languages. I'm proud of that one because it was such a mammoth job that so many people were involved in, and I feel we all came together. We created local language landing pages, emails, forms, and social posts.
As a team, we collaborated and came together, and we pulled it off and delivered a multi-language campaign. That makes me quite proud when I look back at the pages, I think wow, we did good there. It was a mammoth job, and we pulled it off.
What do you feel your best quality is?
I think anyone in Napier would tell you that I'm a calm person. If you're asking anyone that would be what they would say. I try not to stress over situations or tight deadlines because it's just so much easier to work with it and get on with it and do it. So, when I'm on the phone with other members of staff and we've got a big campaign going and they're stressing, I always say don't stress, it’s okay. That's probably my strongest quality.
Where do you see the digital department in the next 10 years?
I would like to see more growth in the digital team within the next 10 years. We know that digital is going from strength to strength and is only going to get bigger as it becomes more widespread. I would like to continue training team members in specialised fields so that we can continue to offer the very best in terms of knowledge and results for our client's campaigns.
What is one piece of advice you would give to new starters?
It was given to me and that is not to stress over something you've got no control over because if you can't change it, there's no point stressing about it.
Sometimes situations arise and you think, it can be stressful. But if you can't change it and you can't make any difference, why let it cause you stress?
What is something you have found to be unique to Napier and why?
I think Napier offers an excellent in-house training programme for both new starters and those who want to brush up on existing skills. I think that's unique because not many companies do that. Not many companies of our size will do. But I think that having that training in place for people that want it, I think is brilliant.
What makes the digital department at Napier so exciting?
We're always looking for the next big thing to happen in the digital world because it moves so quickly. We always like to look for new tools that we can play with and work with that will enhance our digital campaigns. All the campaigns that we run are different, and something exciting about that is seeing the opportunities that they bring to our clients.
What do you enjoy the most about your job?
Well, this is going to sound really cliché, but I love everything about my job. But what brings me the most pleasure is working with an incredible team of talented professionals and helping new starters to grow in their knowledge and expertise within the digital world. That's what I love most about my job.
If you had an unlimited budget for a campaign, what is one activity you would want to try?
Probably content syndication. We have used it once, and it is quite budget-hungry, but I think if you use it in the right context, it could be quite good. It doesn't work for every campaign, so it would depend on the campaign goals. If I had an unlimited budget I would also look to expand across Meta, because at the moment we tend to do LinkedIn, Google, YouTube or the traditional platforms. If we were, for example, running a branding campaign or some kind of recruiting campaign, I think Facebook would be good for that. But mostly, content syndication would be where I would probably want to play around a little bit more.
What is content syndication?
Content syndication is the practice of sharing content in multiple places using platforms like Outrun. It will serve on various journal sites depending on the interest of the reader. So, you'll have your ads, and you'll have your journal site and then depending on what the reader's interested in it will decide whether your ad will show or not, but your ads will appear down the bottom of the site, not on all journal sites, but on general sites that allow ads. So, it's just a way of getting a bigger reach; you can target certain journals as well, which is why you would need a big budget because the journal is worth targeting.
What skills do you think are essential for future success in digital marketing?
Because the digital world is dynamic and moves at a fast pace, the most important skill to have is the ability to change and adapt to the different things that are happening. If you're the sort of person who is stuck in your ways and can't change, then digital is not for you. But being able to move with the pace, move with the times and adapt to the different things that are going on is the most essential.
Electronic Specifier Partners with Embedded World’s Women4ew Conference
With only a few weeks to go until embedded world 2025, Electronic Specifier has announced that for the third year it will partner with embedded world’s “women4ew” conference, which has become a space for women in embedded systems to network, widen their knowledge, and support other women within the industry, Hosted and moderated by Paige West, managing editor of Electronic Specifier, the event takes place on Thursday, March 13th, and is sponsored by key exhibitors of embedded world 2025.
Electronic Specifier has a long history of partnering with women in STEM and launched a “Women in Tech” event two years ago, as well as developing a Women in Tech LinkedIn group.
Partnering with women4ew at embedded world 2025 is the perfect platform to support women in tech and reach others in the industry, whether they are women who have just started their careers in STEM or have been longstanding members of the industry. The three-hour conference will include insightful keynotes from an impressive array of speakers and a Q&A, providing attendees with the opportunity to ask industry experts questions and ignite new discussions. Those attending will also have the opportunity to continue their conversations and connect with other attendees after the event.
Paige West said, “We’re thrilled to be partnering with women4ew at embedded world for this fantastic speaking and networking event. Electronic Specifier believes in supporting initiatives that foster diversity and inclusion in the electronics industry.
“This collaboration between Electronic Specifier and women4ew helps provide a space for women in STEM to meet, grow, and learn. We look forward to seeing the results of the conference following embedded world 2025."
Event details:
Date: Thursday, 13th March
Time: 1pm – 3pm
Location: Start-up area, Hall 2
This collaboration between Electronic Specifier and women4ew helps provide a space for women in STEM to meet, grow, and learn. We look forward to seeing the results of the conference following embedded world 2025.
Vehicle Electronics Appoint New Media Representatives
514 Media has announced that they have been appointed as the new media representatives for the automotive publication, Vehicle Electronics. The company will handle the selling of advertising for the magazine and will be the first point of contact for advertising-related enquiries.
We look forward to seeing how this partnership supports Vehicle Electronics.
Elektroniktidningen Acquire New Head Of Sales and Marketing
Elektroniktidningen has welcomed Rainer Raitasuo as its new Sales and Marketing lead.
Rainer has been in the industry for over 20 years, having started his career as a Sales Manager at LPG Innovations. Since then, he has worked at companies like Future Electronics and Nordcad Oy.
Congratulations on your new role Rainer!
WEKA Fachmedien Acquired By NürnbergMesse
NürnbergMesse Group has announced the acquisition of WEKA Fachmedien, following more than 20 years of collaboration around the embedded world trade fair and conference.
WEKA Fachmedien provides an extensive portfolio of publications with a combination of print and digital services. With key publications such as Markt&Technik and Elektronik, this acquisition enables NürnbergMesse to strengthen its own market position, while building new opportunities with hybrid models for events and content.
Speaking on the acquisition, Matthäus Hose, Managing Director of WEKA Fachmedien GmbH said: "We have worked together closely and trustingly for many years. We are all the more pleased that we will be part of one of the most innovative trade fair companies in the future. We are bringing our wide-reaching trade media, digital communities and the know-how of an established conference provider to the new partnership."
Peter Ottmann, CEO of NürnbergMesse Group added: "We are interlinking the trade fair and media business even more closely in order to continue to offer our customers relevant added value in the future and to be able to continue to grow. We look forward to working with the employees of such a creative and successful media company."
The acquisition, although surprising, can be viewed as a positive move for WEKA. NürnbergMesse Group are very successful, and the acquisition provides an opportunity for the company to invest and support WEKA’s key publications. We look forward to seeing how this acquisition evolves the media landscape in 2025.
New Ad Managers Join Datateam Publications
Datateam has announced the appointment of two new ad managers.
Design Solutions has welcomed Harry Levy as its new Advertisement Manager. Prior to his new role, Harry was an Educational Account Manager at BT Local Business for over two years.
Jacqui Henderson has also taken up a new role as Business Director at Energy & Sustainability Solutions. She is no stranger to the industry, with over 30 years of experience, and has been part of Datateam for over 10 years.
Congratulations to Jacqui and Harry on their new roles!
IoT Insider Cybersecurity Forum at electronica 2024
This year, IoT Insider, the sister publication of Electronic Specifier, hosted the Cybersecurity Forum at electronica 2024.
Highlighting key advancements in cybersecurity across IoT, healthcare and automotive industries, speakers included:
- Preeti Ohri Khemani, Senior Director of Infineon Technologies and member of Connectivity Standards Alliance’s Europe Interest Group
- Stephane Di Vito, Senior Director and Lead Security Architect for Trusted Edge Solutions, Analog Devices
- Dr. Jörg Schepers, Vice President at Infineon’s Automotive Microcontroller Product Line
- Francesco Fiaschi, Cybersecurity Subject Matter Expert in Embed UK within Littelfuse
- Laurent Lagosanto, Technology Specialist, Avnet Silica
The impressive line-up discussed the Cyber Resilience Act, IoT product certification for global standards, and cybersecurity measures for automotive systems. They also shared strategies for cost-effective cybersecurity, compliance with evolving standards, and addressing risks in automotive systems. Collaboration between industries was emphasized to ensure a more secure and resilient digital future.
The Cybersecurity Forum was definitely a successful move for IoT Insider, providing thought-provoking insights and discussions for its attendees. For more information on the forum and what was discussed, please click here.
Celebrating Success: Hustle Awards 2025 Now Accepting Entries
The Hustle Awards are back for 2025, and will highlight the exceptional achievements of innovators, entrepreneurs, and start-ups. The event from Startups Magazine, celebrates the creativity and determination which is shaping the future of the industry.
Submissions are now open and this year's categories include:
- Founder of the Year
- Young Entrepreneur Award
- Top Performing Team
- Game-Changing Investor Award
- Eco-Warrior(s) Award
- Outstanding Startup Support
- Inspirational Woman of the Industry
- Most Innovative Tech
- Social Impact Hero(es)
- Most Successful Scaleup
- Early-Stage Innovation Award
- Workspace of the Year
- Readers’ Choice Award
Finalists and winners will be announced at the Hustle Awards ceremony in July 2025, and entries will close the 28th March 2025.
It’s fantastic to see Statups Magazine provide an opportunity for entrepreneurs to tell their stories and highlight their ground-breaking achievements. We look forward to seeing the winners in July 2025!
A Publisher's Perspective Of SPS: IEN Europe
We were delighted to hear from Onur Dil from IEN Europe, who shared his perspective on SPS 2024, which was held earlier this month. Read on to discover Onur's insights on the show:
Nuremberg in November is always worth a visit for SPS, an absolute highlight in the factory automation community's annual calendar. The figures for 2024 were once again impressive: 125,000 m² of exhibition space in 16 halls, over 1,100 exhibitors and around 51,300 trade visitors, according to the show organizers' final statement. My personal impression from discussions at the show is that the general mood is tense due to the economic situation, but still cautiously positive. Exhibitors are convinced that the automation industry as a whole and their products continue to provide the right solutions to social and technological issues. We at IEN Europe look forward to continuing to report on this.
Cybersecurity was one of the topics that played a role in virtually every meeting, as all companies have to prepare for the Cyber Resilience Act coming into force. Implementation is well underway at all exhibitors, but the need for explanation and advice remains high on the customer side. A partial success can be reported in the area of Single Pair Ethernet: Profinet over SPE will have a standardized connector image, hopefully setting a positive example for the other SPE areas. I am already looking forward to the next editions, which will no longer take place at the same time as electronica in Munich, which is always worth a visit.
Groundbreaking Year For electronica 2024
Held from 12th-15th November, the electronica trade fair 2024 reaffirmed its reputation as a leading event for the electronics industry. The show, which took place in Munich, saw 3,480 exhibitors from 59 different countries and 80,000 visitors from 100 different nations.
The event focused on many innovations across electronics, with key topics including sustainability, AI, mobility, and the development of young talent.
“For 60 years, electronica has been the central meeting place for the global electronics industry. This year’s trade fair here in Munich, a leading technology hub, was once again an impressive demonstration of the industry’s innovative strength," said Dr. Reinhard Pfeiffer, CEO of Messe München. "In the halls, visitors were able to see first-hand how future technologies are already taking shape—from intelligent energy solutions to smart mobility—and the vital role the electronics industry plays in making this happen.”
Forums and presentations were held over six days throughout the event, focused on topics such as AI Machine Learning, Industrial Control, and Women in Tech. Whilst the the Fast Forward platform gave selected start-ups a stage to present their innovations, and the career area provided insights into career prospects in the electronics industry.
Several members of the Napier team attended electronica 2024 to support clients, and we were pleased to see such a strong turnout from the industry.
We look forward to the next electronica which is taking place November 10-13, 2026.
Future Horizons: November Semiconductor Update
We’re thrilled to share this month’s featured excerpt from Future Horizons’ November report on the semiconductor market. Take a look at the executive summary below to explore the latest industry insights and projections.
Executive Summary
September finally brought good news for the industry with all product sectors finally in positive territory, even the beleaguered Analog, Discrete and Opto market segments.
Opto notched up 4.6 percent growth vs. September 2023, up from last month’s 0.3 percent number and, whilst still down 2.8 percent down from its April 2022 peak, is now firmly on a strong recovery path.
After an 8-month long negative growth trawl, the Discrete sector finally crossed the zero-growth line in September, at plus 1.0 percent annualised growth, in sharp contrast to August, July, and June’s minus 9.4 percent, minus 9.2 percent, and minus 12.3 percent respectively.
Unsurprisingly, ICs, the powerhouse behind the industry’s current strong revenue growth, saw its eleventh consecutive month of above average double-digit annualised growth since the market turned positive in September 2023, at 27.7 percent, vs. 35.7 percent in August and 23.1 percent in July.
The good news, however, behind the total IC growth number was the fact non-memory ICs are now moving into pole driving position, growing 16.7 percent, up from 8.4 percent in August and 9.0 percent in July.
The overall year-on-year total Semiconductor market grow 23.3 percent, down slightly from August’s 28.0 percent number, but up significantly from July and June’s respective 18.1 percent and 15.9 percent numbers.
It would seem the good cheer of Christmas has touched the overall industry … the real market recovery has finally dawned, one that is much broader-based, and this time has legs. The more general recovery may not yet be firing on all cylinders, but it does now look like the real market recovery has started.
Read The Full Report Here: https://www.futurehorizons.com/page/137/
If you haven't managed to catch on September's industry update webinar, you can now watch the on demand recording here. Plus, you can still use our discount ' Napier' to get a 10% discount on the full report when you checkout.
Women in Tech Forum at electronica 2024
This month, at electronica 2024, Electronic Specifier hosted the Women in Tech Forum, which delved into how more opportunities can be created for women as well as some of the challenges women face in the tech industry.
The event kicked off with a keynote from Jackie Mattox, Founder and CEO of Women in Electronics, followed by a panel discussion which was moderated by Electronic Specifier's Managing Editor, Paige West.
Key discussions included the role of women in advancing AI, robotics, and IoT technologies, as well as promoting diversity to tackle industry challenges. The forum also focused on strategies for creating inclusive workplaces, mentorship programs, and leveraging data for equitable decision-making.
It is great to see the development of such an important forum, which highlights women within the technology industry. Congratulations to the Electronics Specifier team for such a successful event!
Electronic Specifier has also revealed the winners of its Electronics Excellence Awards, which can be viewed by clicking here.
Meet Associate Director: Ed Neale
‘I never really had any plan other than to be good at what I did.’
I recently sat down with one of Napier’s Associate Directors, Ed Neale, to discuss his industry experience, dreams and his best advice for those in the industry. What started out as a simple Q&A interview very quickly became a conversation about life, learning, growth and a little bit of sci-fi.
Ed’s experience provides an insightful read, with advice I’m sure many will take on board, me included.
So, with a career spanning over 25 years, how did Ed wind up at Napier?
So, could you begin by telling me a bit about your time at Napier?
I've worked with Napier for about five years now, since they took over Armitage; I worked for Armitage from about 2002. Since Napier took over, there's been quite a lot of changes, a very big change to the way that we do things.
The teams have increased - we've almost got everything, in terms of getting the teams together, expanding the clients, particularly ABB. I was working just for ABB Measurement & Analytics and Robotics and now it's expanded to include all these other parts of the business as well.
Upon starting your agency career, what is the one piece of advice that stuck with you?
I’ve got two.
The first one, which I didn’t understand for a long time, was ‘work smarter, not harder'. And again, it's taken me a little while to fully understand what that meant. When I started in PR, it was largely about writing press releases and attaching photographs to bits of paper, and that was it. Now you've got this whole multi-channel integrated approach to everything, and trying to deal with 6 plus clients really made me realise the value of delegation.
Where writing is concerned, somebody told me, ‘Don’t try to make things perfect on your first attempt; just get something down.' The first word or paragraph is always the hardest and once you’re past that you start to get a flow – even if it is in the wrong direction at least you’ve got something. I've always thought that was a good piece of advice.
What was your journey to Associate Director like from your first job to now?
I started as a Junior Account Executive for a company called Ledger Bennett, in this place called Leighton Buzzard—they've got some amazing place names in Bedfordshire—I fell into that by accident. I was working at a local newspaper for a week. I was their oldest intern at the age of 22—or oldest work experience, anyway—and on the last day or the second-to-last day, the editor got a call from an advertising agency. She said, ‘We’ve got a position for a graduate; do you know anyone?’. And she said, 'Well, we've got one here, so I'll set up an interview'. I went for the interview not knowing anything about what this was, and it transpired that one of the clients was ABB. So, I've worked with ABB on and off since around 1995.
I went to work, and I was there for about a year, a year and a half. That was a good grounding because the guy who was meant to be training me was totally distracted, so I spent a lot of time learning from other people and learning things for myself.
I went on to work for Armitage, so I worked for Armitage twice, from 1996 to 2000, going to another agency, and then residential PR until I came back to Armitage in 2002. I was there until Napier took over. I took the traditional route to Associate Director, from Junior Account Executive to Junior Account Manager, Account Manager to Account Director and then I became an Associate Director when Napier took over.
I've done most of the key roles, but also just in terms of working across the whole thing as well, I worked for advertising agencies, writing ad copy and then PR. I like doing all of it like press releases, placements, chasing journalists, facing features.
With your many years of experience, how do you help or support new team members when they first start at Napier?
So, when people start at Napier and I start working with them, I try and explain the accounts, what we do, what the options are, and what the rules are in many respects. So that they are as familiar as possible.
One of the things I value at Napier is that everybody helps each other out. If people need help, there's always someone with the time and the patience to help them. I've always tried to do that with new starters, patiently sitting with them, working through the process, and giving feedback on things.
It's a daunting process. It's a lot to learn and in an agency this size, there's a lot of people to encounter as well. There's no silly question. That's one of the reasons I ended up knowing as much as I have done.
What is your day-to-day?
Wow. Hectic. I've basically got a system that I've had probably since my first job where I write everything down. I still have books going back 10 years.
If you don't write things down, you're not going to be able to keep track of it, and I've now started a weekly spreadsheet as well with all of the tasks and they're organised by week for the next two months or so.
The thing I like most about my job is the problem-solving aspect of it. Every day is pretty much a problem, there's always something - somebody will ask you to do something, and you've got to try and fit it in somewhere.
There's always one more interesting thing to do. I'll just do another interesting project and that's what it's like every day, every day is different. That is one of the things that I always like about the design guys, it's like it's Christmas, you get to give them an idea and I still get excited even now, waiting to see what they create.
In terms of day-to-day, there are fundamentals like my to-do list, I end up doing half or two-thirds of them on any given day. You write it down and something else comes in and it is almost like this is your plan for the day and then this is where you end up. But that is kind of fun in its own way.
Sometimes it can be a little bit too much fun, but for the for the most part, it just keeps you interested.
What is one piece of advice you would give to new starters?
I’ve got two, One is ABC: Always Be Curious. I think curiosity counts for a lot, it’s what makes people intelligent, wanting to find out about things, wanting to dig down and find out more. It’s very easy when you ask someone to do something for them just to take it at face value and say I’ve been asked to do this, and this is exactly what I’m going to do and not look beneath it and research it. I've always found that being curious and asking questions makes the experience of creating content or a campaign much more interesting, giving you the opportunity to dig deep and understand your client’s business and the trends and issues that affect the demand for their products and services. What affects them? What drives the demand for their products and how do they fit in with the bigger world as well?
The other one is: bend the rules, I think it's easy to get constrained by things. You can very easily get locked in a box. This job is more interesting if you don't get locked in that box; keep three sides of it. But then look at how you change the full side.
What is a project you're most proud of and why?
I think probably my favourite is one of my most recent projects, the construction white paper that we did for ABB Robotics. It was my favourite for several reasons, one is that construction is one of my areas of interest. And two because of the way the project developed.
There was a potential case study that came in about ABB robots being used at the Venice Biennale, which is a yearly cultural event in Venice. The whole idea over the course of the event, which was a week or two weeks, was that this robot would sensitively plant this garden, and create a built environment. It was a very tangential way of showing that robotics is good for construction.
And then I was working with a guy called Nick O'Donnell, who at the time was the Marketing Communications Manager for robotics and we both sat there, and he said to me there's a bigger story here, isn't there? I just happened to mention to him that we had a couple of projects that I knew about where robots are being used for construction and it really took off from there. the whole thing developed into a white paper about robotics and construction. We ended up searching, writing and undertaking great interviews. I think the White Paper was 56 pages longs and that's because of the conversation I had with Nick which commissioned a survey of 1,600 construction companies around the world asking about their attitudes toward vertical automation.
We completed the White Paper, undertook many case studies and off the back of the interviews they built the topical landing page, and we turned the construction survey results into an interactive guide. The European Union even picked up the White Paper.
What do you feel your strongest quality is?
Curiosity and empathy.
I've always wanted to know more. I think that was probably instilled in me by my parents, particularly my dad, not taking things at face value, questioning things and wanting to find out how things worked. One of the first books I remember having was an encyclopaedia from Woolworths or BHS and I loved it. Mine was history and it had everything in there from the Romans up to modern day. I remember that being the earliest spark, almost like I wanted to find out more about stuff and dig down research.
And I say empathy for various reasons, one is bringing new people on, you get a lot more out of it if you are empathic and sympathetic.
I think in terms of empathy, if you can empathise with the situation, you can understand it more.
What was your dream job growing up and why?
Starship captain. But it doesn't exist.
I've started to think about a serious answer. My dad was a fireman. So, I went through a stage of wanting to be a fireman, but he talked me out of it. I wanted to be a Navy captain, but I was a bit concerned about my lack of mathematical prowess. God knows where we've ended up. So, I thought being a Starship Captain was quite safe because it doesn't exist. One of my heroes, like most people growing up, was Captain Kirk, you always wanted to be whizzing around the universe on a big spaceship. So, if that position ever becomes available, unfortunately, I’ll be leaving Napier and taking that one.
Where do you see yourself in 10 years?
I'm going to be 60. That is just incompatible with my brain.
It’s difficult to say because as far as I've got now, it's been day-to-day. I've never really thought about it in terms of a long-term plan. I never really had any plan other than to be good at what I did. I think if I were to be cheesy, I’d say still working for a good team and looking for new ways to do things. That would probably be the best answer because in terms of progression I’m happy with what I'm doing. I like the fact I run this part of ABB, and I really like the way things are developing. So, I think if we keep going, this whole question of where I see myself is a question of where we see ourselves, in 10 years.
Future Horizons: October Semiconductor Update
We're excited to present this month's excerpt from Future Horizons' October report on the semiconductor market. Read on to discover the latest insights and outlook for the industry.
Executive Summary
August saw Opto’s growth tumble back, coming in at just 0.3 percent vs. last month’s 3.7 percent, with the average growth since the market turned down in September 2022 at minus 2.5 percent. July’s shipments were 10.4 percent down from its April 2022 peak.
The Discrete sector also continued its now 8-month long negative growth trawl, at minus 9.4 percent, compared with minus 9.2 percent in July and minus 12.3 percent in June, dashing last month’s hopes that the sector may have been showing the first signs of a broader industry recovery.
Excluding memory, the annualised IC market showed a more subdued 8.4 percent growth, reflecting just how strong an impact the memory rebound has been on the semiconductor market.
Whilst the overall year-on-year total Semiconductor market growth in August was 28.0 percent, up significantly from last month’s 18.0 percent number and June’s 15.9 percent growth, backing out the Memory, and to a lesser extent, Logic sectors, unfortunately reveals a much more sober picture, with the Micro, Analog, Opto and Discrete markets still gripped in recession.
As the year end approaches, there is finally a growing realisation that the earlier super-cycle euphoria around this year’s strong double-digit growth might have been misplaced given the increasing flurry of negative datapoints and softer-than-expected demand.
Aside from memory, deservedly celebrating a real recovery, key indicators such as the European and discrete markets remain in recession, Opto shows barely any growth, and unit growth has yet to recover. As we highlighted in our January 2024 industry update webinar, the current strong double-digit monthly annualised growth rates are more likely to be the semiconductor equivalent of 'fool’s gold,' with the deeper and broader real recovery from the 2023 collapse yet to happen.
From a volume and mainstream industry perspective, the semiconductor market is still in a deep downturn, despite a primarily memory-driven ASP surge driving strong revenue growth.
It is now eight quarters since the start of the recession in Q3-2022 making this correction one of the longest down periods ever.
We reiterate our belief that 2024’s rebound will prove a false dawn, with low single-digit growth expected in 2025 as the industry slowly recovers from the surplus inventory accumulated during the Covid boom.
Read The Full Report Here: https://www.futurehorizons.com/page/137/
If you missed last month's industry update webinar, you can now watch the recording here. Plus, don't forget—you can still get a 10% discount on the full report by using the code ‘Napier’ at checkout through the order link.
Electronics Excellence Awards Announce Judge Panel
Last month we shared the news that Electronic Specifier will be honouring the very best of the industry with its Electronics Excellence Awards at electronica 2024.
This year, the awards will see a new lineup of judges, complete with industry thought leaders and electronics specialists.
The panel of judges has now been announced and will include:
- James Davey, Vice President at Eingofchips (an Arrow company)
- Mark Patrick, Director of Technical Content for EMEA at Mouser Electronics
- Marta Barbero, Product Manager at Arduino
- Robert Owen, Consultant
- Simran Khokha, Product Manager for MCUs, and Infineon
- Stéphane Ratelet, Director of Business Development/Digital Solutions EMEA at DigiKey
The entries will be discussed in-depth by the judges and then scored independently, with the highest-scoring entry being the winner.
It's great to see such an expert-filled panel of judges and we look forward to seeing the awards at this year's electronica. Good luck to everyone who enters!
Future Horizons: September Semiconductor Update
We’re happy to share this month’s extract of Future Horizons September report on the semiconductor market. Continue reading to find out more about the current outlook of the market:
Executive Summary
The Discrete sector continued its 7-month long trawl in negative annualised growth territory, at minus 9.2 percent, compared with minus 12.3 percent in June and minus 13.8 percent in May.
In contrast, ICs, the powerhouse behind the industry’s current revenue growth, saw its eighth consecutive month of strong double-digit annualised growth, at 23.0 percent, up slightly from June’s 22.1 percent growth but down from May’s 30.1 percent number.
Excluding memory, however, the annualised IC market showed a more subdued single-digit 8.8 percent growth, reflecting just how strong an impact the memory rebound has been on the overall total IC and total semiconductor markets.
Analog ICs, the still worst-performing sector, saw its eighteenth month of negative annualised monthly growth, at minus 1.4 percent, vs. minus 1.3 percent in May and minus 9.2 percent in April. The Analog IC market is now down 16.5 percent in value from its June 2022 high.
July was also the nineteenth consecutive month where unit shipments were below the IC usage trend, confirming our belief that the much-needed inventory burn still has a long way to go. There is now little hope for a second-half-year IC unit rebound.
Excess inventory remains the industry’s number one problem, affecting not only unit shipments but capacity utilisation rates as well. Forcing customers to honour the Long-Term Agreements (LTAs) signed in the 2022-23 market boom has clearly frustrated efforts to liquidate stocks and rebalance supply with demand, pushing the unit recovery further down the road and elongating the historical 4-quarter inventory correction norm.
Several key broader-industry bell-weather sectors, such as Analog ICs and Discretes are still looked in a deep recession, whilst high-sticker priced nVIDIA GPUs are flying off the shelves in seemingly insatiable gay abandon.
Wafer substrate sales remain weak, with forward visibility unclear, as would be expected in a low IC unit shipment environment, but CapEx remains strong, driven by a massive China spending spree, accounting for around half of the global CapEx spend.
Sadly, the overall industry fundamentals remain stubbornly weak, with unit sales and the Analog IC and Discrete markets still gripped in recession.
A broader-based industry recovery is unlikely before mid-2025.
If you missed the industry update webinar, which took place in early September, you can now watch it here. You can also still receive a 10% discount on the full report by using the code 'Napier' in the order link.
The Electronic Component Show Returns This September
Following positive reviews from the industry, The Electronic Component Show (ECS) 2024 is set to take place on Thursday, 19th September 2024 at the Kassam Stadium in Oxfordshire.
ECS promises to be a full-packed day, with all exhibition stands sold and 70 exhibitors confirmed. The show will provide visitors with the opportunity to network, and discuss design and purchasing needs with exhibitors from across the globe.
This year's ECS seminar schedule features four seminars, covering topics such as semiconductor risk reduction, AI, strengthening UK manufacturing supply chains, and invention to design to production.
Mark Leary, Publisher & founder of MMG Publishing, commented “This year's Electronic Component Show is going to be the best one-day show since we started our first show back in 2011. With pre-registered attendees considerably up compared to previous shows and with another 100% sell-out exhibition plus an awesome seminar programme it's really hitting the spot for visitors."
It's fantastic to see ECS continue to grow, and build a community for purchasing professionals and design engineers to engage and learn from each other. We look forward to seeing how the show unfolds, and hearing what we are sure will be positive feedback from the industry.
For more information about the show, and how to attend, please click here.
Future Horizons: August Semiconductor Update
This month, alongside the August semiconductor update from Future Horizons, we are happy to share that Future Horizon's upcoming Industry Update Webinar will be taking place on September 10th, 2024 from 3pm-4pm BST.
The webinar will address the current chip industry outlook, exploring whether the chip market boom has come to an end, and sharing the likely growth scenarios for 2025. For more information about the webinar, and how to register, please click here.
Executive Summary
The overall year-on-year total Semiconductor annualised market growth in June came in at 15.9 percent, down from last month’s 22.6 percent number, and just short of April’s 16.6 percent growth. This was the eighth consecutive month of double-digit annualised growth since the market turned positive in September 2023 and, on the face of it, double-digit growth numbers like these are numbers to die for, but we are still not yet minded uncorking the champagne.
Look into the detail and a different picture emerges.
Excluding memory, the annualised IC market showed a more subdued 6.5 percent growth, down from last month’s 7.5 percent number, reflecting just how strong an impact the memory rebound has been on the overall total market.
Logic maintained its second-place position in June, as the next strongest performer on an annualised basis, growing 10.4 percent vs. 12.2 percent in May and 18.9 percent in April, whilst third-place Micro only grew 5.9 percent, on apar with May’s 5.2 percent growth but well below April’s 9.6 percent numbers.
Finally, Analog ICs, the still worst-performing sector, saw its eighteenth month of negative annualised monthly growth, at minus 1.4 percent, vs. minus 1.3 percent in May and minus 9.2 percent in April. The Analog IC market is now down 16.5 percent in value from its June 2022 high.
June saw Opto continue its downward trajectory starting in November 2023, declining 22.2 percent vs. June 2023, whereas Discretes saw its annualised growth rate fall back to minus 12.3 percent compared with minus 13.8 percent in May and minus 13.0 percent in April.
Several broader industry bellwether sectors are still deeply in recession, with no sign yet of any green shoots of recovery.
To our mind, you cannot have a real and sustainable market recovery whilst these sectors remain weak and, based on current trends, a broader-based industry recovery is unlikely before the first half of 2025.
Read the full report here, and remember to quote ‘Napier’ in the order link to claim your 10% Napier discount.
Joining Forces: Electronic Specifier and Women in Electronics
Electronic Specifier has recently partnered with Women in Electronics to launch a new survey, which focuses on creating a benchmark for leadership succession in the electronics industry and related sectors.
Launching shortly before electronica, the survey intends to gather data from both men and women in order to have a clearer understanding of the landscape of leadership, namely in the technology markets and sectors.
As a non-profit organisation, Women in Electronics is dedicated to opening opportunities for their members, inviting anyone who upholds a leadership development model grounded in civility, ethics, and humanity to be a part of their community.
Paige West, Managing Editor at Electronic Specifier, said: "We are pleased to partner with Women in Electronics on this initiative. Launching our joint survey on the experiences of both women and men in the electronics industry and adjacent industries is an important step in our shared commitment to promoting inclusion. This will provide valuable insights and foster meaningful dialogue on how we can collectively create a more balanced and inclusive industry."
Data from the survey will be collected over several months and will also be collated at the WE Annual Leadership Development Summit, which takes place from September 9th-11th 2024 and during electronica 2024 at the 'Women in Tech' forum. Visitors can register their interest in the Women In Tech Forum, by clicking here.
This is a wonderful collaboration between Electronic Specifier and Women in Electronics and builds an initiative that is extremely important for the industry. We look forward to seeing the results, which are due to be published in Q1 2025.
Editor of Leading Electronics Publications Publishes New Books
Editor of Power Electronics News, EEWEB, Embedded.com and European Correspondent for EE Times, Maurizio Di Paolo Emilio, has recently published two new books.
Available as both eBooks and hardcopies, the new books from Maurizio cover GaN Technology and SiC Technology.
As a well-established editor within the electronics industry, it is an impressive achievement to have written two new books alongside his regular editorial duties.
Both of Maurizio's books are now available via the links below:
- SiC Technology Materials, Manufacturing, Devices and Design for Power Conversion
- GaN Technology Materials, Manufacturing, Devices and Design for Power Conversion
Congratulations to Maurizio on this great achievement.
Freelancer Dominic Lenton Begins New Role at The IET
After 34 years as the Managing Editor at E&T magazine, which was followed by a year as a freelance technical editor, Dominic Lenton will be taking up his newest role as a Senior Project Editor at the Institution of Engineering and Technology (IET).
In his new role, Dominic will be primarily working on a project which is producing the BS7671 British Standard for electric installations, alongside its associated publications.
We wish him the best of luck in his new role!
Electrical Engineering Magazine Introduces New Editor
Electrical Engineering Magazine has recently announced that Casey Porter, a recent English Literature and Journalism graduate, has taken over from Simon King as editor at the publication.
Congratulations to Casey on her new role!
Future Horizons: July Semiconductor Update
We're delighted to share the most recent extract from Future Horizons July report. Continuing reading below to uncover more about the current market outlook.
Executive Summary
After last month’s temporary pause, May saw Opto continue on the downward trajectory it started in November 2023, declining 5.7 percent annualised growth vs. May 2023.
Likewise, Discretes saw its annualised growth fall even further to minus 15.3 percent vs. 13.0 percent in April and minus 9.9 percent in March. This broader industry bellwether sector is not yet showing any signs of abatement.
At the same time, ICs, the power force behind the industry’s current revenue growth spurt, saw its sixth consecutive month of strong double-digit monthly annualised growth, up 29.7 percent vs. May 2023, reflecting the impact of the strong rebound in memory. The annualised IC sector growth excluding memory was a more subdued 7.0 percent, down from April 2024’s 10.7 percent number.
Don’t Get Drunk On The Headline Numbers … The Devil’s In The Detail
The overall year-on-year total Semiconductor market grew 22.1 percent, up from the 17.4 percent number of April 2024.
This was the seventh consecutive month of double-digit annualised growth since the market turned positive in September 2023.
As mentioned several times before, nice as they are, it is important not to get drunk on these heady headline numbers, given both the huge impact from memory, the stubbornly weak demand for IC units and the still-declining Analog IC, Discrete and Opto markets.
You cannot have a real and sustainable market recovery whilst these sectors remain weak. Based on current trends, a broader-based industry recovery is unlikely before the first half of 2025.
Unit Sales Lagging
May was the seventh consecutive month where shipments were below the IC usage trend line, confirming our belief that the much-needed unit rebound is still a long way to go. There is now ever-diminishing hope for a second-half year IC unit rebound.
Excess inventory remains the industry’s number one problem, affecting not only unit shipments but capacity utilisation rates as well. Forcing customers to honour the Long-Term Agreements (LTAs) signed in the 2022-23 market boom has clearly frustrated efforts to liquidate stocks and rebalance supply with demand, pushing the unit recovery further down the road.
Market Outlook
The extent of the memory market rebound, following one of the steepest recessions in memory history, is having an immediate impact on the memory firms’ P&L, with Samsung Electronics announcing more than a 15-fold increase in second-quarter operating profit.
Their stronger than expected guidance underscores a boom in data centres and AI development, as big tech companies race to develop their own advanced AI models, sparking demand for cutting-edge DRAM chips such as high-bandwidth memory.
Having cut back costs to the bone, any increase in ASP drops immediately to the bottom line.
The news on the non-memory front, however, remains a much bleaker picture. There is still a long way to go before the broader non-Memory market recovers
Future Horizons will be hosting a IFS 2024 Autumn Update on September 20th 2024. For more information, click here. For any further details, please reach out to the Future Horizons team.