IdaRose Sylvester Quotations

TI has their foothold in lots of these markets already. It is looking to take the same basic technology and pitch it to a bunch of very different customers.

TI has their foothold in lots of these markets already,

And video is where most of that money is going to be.

The selling point is that everybody has power in their house and multiple power jacks in every room. There are some geographical differences. Not every country has as many power jacks in every room, but generally speaking, it's pretty universal.

Anyone who wants to own the digital home will see this as a shot across their bow, ... TI is coming at this market saying the PC may or may not be involved in the digital home at all. But they understand probably better than anyone how cameras and set-top box and all these little devices may need to talk to each other.

As semiconductor companies, they are both trying to take the reins of the digital home. Having a brand identity in this market is extremely important.

It's a relatively slow-growing market. I wouldn't say it's doing great in Europe because the technology is in the early stage of adoption. It's reaching critical mass, but nobody has hit the home run and nailed the market entirely.