Freescale Semiconductor to pursue more vocal strategy

AUSTIN: More than a year after it spun-off from Motorola and went public, Freescale Semiconductor is looking for a little recognition.

AUSTIN: More than a year after it spun-off from Motorola and went public, Freescale Semiconductor is looking for a little recognition.

"We need to raise our awareness," said Tim Doke, VP of corporate communications. "We're a [$5.7 billion] company, the third largest semiconductor company in the US, behind Intel and Texas Instruments. But people tend to overlook us and talk about smaller players such as AMD and Qualcomm."

But that's partly by design. The company kept a low profile while it got its house in order and CEO Michel Mayer made changes to the executive team.

But with those changes and the IPO behind it, Freescale is eager to take its place in the semiconductor discussion.

So the company is launching a branding campaign to not just raise awareness with the business community, but also business and technology writers.

"We want to penetrate deeper into the customers we have," said Doke. "But we also want to reach those business leaders above the engineers. That's why we're reaching out to business media, so that the business community will recognize our name, and see us as a quality leader in the field of technology."

Doke said he looked at the IPOs of other companies, such as Agere Systems and Lucent Technologies, that spun out of larger companies. He said those companies launched campaigns right after their IPOs, boasting of what they intended to do now that they were independent companies.

But Doke took a different approach, making sure Freescale's business and finances were sound before promoting its story.

"There was concern after the IPO as to whether we could perform as an independent company," said Doke. "So we wanted to make sure we were a credible player, not someone with questions about whether we could succeed. We wanted to make sure we had a positive story to tell."

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