Interview with Ian Drew, Sr. VP Marketing of ARM

Ian Drew, Sr. VP Marketing at ARM

A new excerpt from our e-book “How to Market in ICT Today” is now available at techmarketing.ch. It features Ian Drew of ARM, the world’s leading semiconductor intellectual property (IP) supplier. The ARM business model involves the designing and licensing of IP to a network of partners that includes the world’s leading semiconductor and systems companies. These partners utilise ARM’s IP designs to create and manufacture system-on-chip designs found in OEM applications ranging from digital set top boxes and more than 90% of the world’s mobile handsets, to car braking systems and network routers.

To provide you with a little amuse-bouche, here’s Ian’s view on marketing failures:
“The answer is, we’ve never failed, but sometimes we haven’t been successful! Some of our early online stuff didn’t go very well, because we thought the web was more of a front door to show our products, but really what people wanted from our website was a home with various ways to get in, a very porous place.”