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WaveGuide

Marketing tips, trends and promotional opportunities with Microwave Journal

ARTICLES

Looking Ahead to 2015

Show Time!

 The busiest month of the year for RF/microwave industry trade shows has just started. First up is European Microwave Week (EuMW) taking place Oct 5-10 in Rome. This is the largest microwave trade show outside of North America with an exhibition, MicroApps, Workshops, Defense Forum and more. While traffic varies some depending on the country it is held in, it attracts most of key decision makers in the industry and has a very high quality conference. 


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No Summer Vacation for the RF/Microwave Industry

Summer came in like a lion for the RF/microwave industry and it’s going out with a loud roar. The merger of RFMD and TriQuint and the acquisitions of Hittite Microwave by Analog Devices and Aeroflex by Cobham made for big headlines back in June. The recent announcements of Murata’s purchase of Peregrine Semiconductor and Infineon’s purchase of International Rectifier wrap-up an action-packed season of M&A activity. How all of this will play out remains to be seen.


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Fall Time Update

pulse decay time or seasonal time of the year

As merger mania has hit the RF industry, we head into the fall season and back to school.   We had a slow end of the summer for webinars and trade shows but Sept kicks off with Autotest and Super Mobility Week plus we have a bunch of webinars coming up on a variety of topics. On the editorial side we have the following upcoming articles and themes.


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A Look Ahead…

I hope that our U.S. colleagues had a pleasant July 4th holiday. It’s always a welcome break after the busy spring schedule and the annual MTT-S IMS event. Early July also signals the upcoming deadlines for our annual “Military Microwaves” supplement and August issue.


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Rise Above the Noise with your Marketing

It is always a challenge for companies to get their products noticed in the marketplace as many competitors are also promoting their products and new technologies to engineers. Our inboxes are cluttered with promotional information as are the websites we visit. Companies should always be doing some level of advertising and promotion to maintain their brand presence and promote their products, but how do you get your target audience’s attention for significant new products or capabilities?


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Delivering More for Less

Most of the technologies we cover in Microwave Journal have one thing in common. GaN, CMOS, envelope tracking, MIMO, etc. are all about getting more performance for less. Your customers want more data throughput for less cost and space and in less time. And the engineer who reads Microwave Journal has to deliver. If your company is not developing these attributes in your products, then you’re out of step with the general direction of our industry. And if your products are being enhanced in these areas and you’re not communicating this to our readers, well then you’re doing yourself a disservice.     


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Tapas and Much More…

Yes, I had Tapas. And Paella. Some Sangria as well. But there was much more than good food and drink to be had in Barcelona, Spain last week during the GSMA’s Mobile World Congress event. This show has become the global event for the mobile ecosystem, and it lived up to expectations once again. International editor Richard Mumford and I spent the week meeting with some of the leading semiconductor and test solution providers in our industry, hearing about the latest news and products to hit the market. With more than 1,800 companies from 32 countries and 85,000 visitors, this show was jammed packed with people and excitement. MWC is a great example of how live events can bring people together with the latest technologies and products to drive business to new heights.       


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Got Content – Ways to Improve Your Content Marketing Efforts

Content marketing is gaining popularity lately as companies try to find new ways to educate their customers and potential customers about their products and services. This is especially important in the RF/microwave industry where it is typically a technical sell to get products designed into a system or point out the features and capabilities of software or test equipment. But with limited resources, it is always a struggle to convince the technical staff who is already overloaded with work to generate quality content. Here are some techniques to accomplish the task and get the most use of the content that is generated. 


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Know and Grow

In order for a company to develop a profitable growth strategy, it should have a detailed understanding of its costs, competitive position and customer environment. However, due to resource constraints, department managers are usually focused on near term issues, and don’t have the time to focus on longer-term strategic issues.  As such, any long-term analysis is substituted with conventional wisdom about the company and the markets they compete in.  Unfortunately, more often than not, conventional wisdom is far off the mark from reality.


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DOCUMENTS AND FILES

Optimize Your RF/MW Coaxial Connections

RF/microwave connectors are small and often overlooked, but they serve as gateways for many electronic devices and systems, linking components and systems together to enable proper operation. Coaxial connectors are often taken for granted—until they fail. They are instrumental to the operation of many electronic devices and systems, from cellular telephones and wireless data networks to the most advanced radar and electronic-warfare (EW) systems. Whether designing or simply maintaining electronic devices and systems, understanding the role of the RF/microwave connector can help to boost both performance and reliability.

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