Tabula adds seven reps to take its 3-D PLDs to market - Embedded.com

Tabula adds seven reps to take its 3-D PLDs to market

Initially targeting North American telecom and wireless infrastructure customers, including next generation LTE and WiMAX applications, Tabula Inc. has partnered with seven sales representative firms to support the company's ABAX products.

Tabula's ABAX family of 3-D Programmable Logic Devices (3PLDs) was  launched in March and said the chips will sample in third quarter and go into mass production in the fourth quarter 2010. The company has selected the ColdFire embedded controller from IP vendor IPextreme Inc. as the 32-bit processor architecture of choice for ABAX.

The sales representatives will leverage on average over 15 years of experience selling FPGAs and will report to  to Steve Haynes, Tabula's VP of Worldwide Sales, and former Xilinx Senior VP Worldwide Sales, recently came out of retirement to drive Tabula's worldwide sales strategy.

“With the addition of Affinity Alliance, Beta Technology, Harper & Two, Focus Design Technologies, Paragon Technical, TMI, and Universal Technologies, we have a North American sales presence with the experience and breadth to effectively drive and support the ABAX 3PLD in the the customer base,” said Haynes.

“Our ability to attract independent selling organizations of this caliber speaks to the unprecedented price/performance advantages our ABAX 3PLD is demonstrating in the field over FPGAs.”

Affinity Alliance, based in Moorestown, NJ, will be responsible for New York, New Jersey, Maryland, Delaware, and Eastern Pennsylvania. 

Beta Technology, based in Itasca, IL, will be responsible for Illinois and Wisconsin. It is a manufacturer's representative firm with offices in Chicago and Milwaukee that represents both chip level and board level manufacturers.  
 
Harper & Two, based in Signal Hill, Calif., will be responsible for Southern California, Southern Nevada, Arizona, and New Mexico. 

Focus Design Technologies, based in Chardon, OH, will be responsible for the Michigan, Ohio, Indiana, Kentucky, and Western Pennsylvania.

Paragon Technical, based in Sunnyvale, Calif., will be responsible for Northern California and Northern Nevada.

Technical Marketing Inc., based in Austin, TX, will be responsible for Texas and Oklahoma.

Universal Technology Inc., based in Burlington, MA, will be responsible for the New England region.

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