Targeting the RF market (continued)
A continuation of our interview with Monty Johnson, CEO and Vice Chairman, Wireless Telecom Group, which appeared in the August 2007 Viewpoint column.
Larry Maloney, Contributing Editor -- Test & Measurement World, 8/1/2007
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Q: Your company began in 1985 with NoiseCom’s noise source devices for military applications. To what extent have noise-test solutions expanded to applications beyond the military
A: Fortunately, we are still very strong in military applications, but the expansion has been very significant in other sectors as well. Probably the most exciting application has been in testing high-speed serial communications within computers, such as for PCI Express. There, the issue of jitter is critical, where the signal edges slightly shift.
As the width of the signals shrink, reliable performance in the presence of jitter is a critical concern. The use of noise-generation equipment like our J7000 series is a perfect match to simulate this jitter condition, and we are working with multiple manufacturers in this application. Other examples include use of our DSG9000 digital signal generators for testing HD Radio and use of our NC4797 instrument to generate crosstalk in testing DSL modems.
Q: Why all the excitement over Willtek’s new 4400 mobile handset tester?
A: We believe the 4400 is the industry’s only handset test instrument that can handle all of the 3G mobile standards. Further, it is the only handset test instrument from a global supplier that can test the newest 3G standard, TD-SCDMA. It is also the only instrument that handles both the China 3G standard TD-SCDMA and 2G standards within the same instrument.
These last two points are critical, especially since the normal TD-SCDMA 3G phone will also have 2G GSM. This is necessary so that the phone can operate when it leaves a TD-SCDMA region and moves to the much more common GSM region. With our product, a manufacturer can test the handset with a single test instrument. This is a very powerful value proposition for customers.
Q: How has the addition of new sensors boosted the performance of Boonton’s flagship 4500B peak power meter?
A: The Boonton 4500B is a proven performance leader in the peak power meter market. But we’ve now complemented that product with the fastest sensor in the industry, the 56006, which in combination with the 4500B provides an extremely powerful price/performance package. Almost as fast, but able to handle a higher frequency range, is our new 58318 sensor. Together, these sensors help extend the leadership of our peak power meter family.
Q: What new markets will you be able to tap with the expansion of Boonton’s portable spectrum analyzer to 7.5 GHz?
A: The WiFi and WiMAX markets, operating in the 5.8-MHz band, will be major targets. Our portable spectrum analyzers are known for their battery performance and flexibility, including the ability to easily replace the batteries in the field. Another very desirable characteristic is a clear and readable display, including the ability to effectively use the device outside, in bright conditions. With this new 7.5-GHz capability, the analyzer should be a very strong product for the emerging WiMAX markets.
Q: From the standpoint of your customers, what are the advantages of dealing with a firm that has a broad range of test products for RF?
A: A core value proposition of our company is that we deliver very high-performance and high-quality products at price points that are very competitive. We see ourselves as delivering a large company’s product capabilities and reliability, while offering a small company’s nimble responsiveness. We do that through engineering more precisely what our customers need, without unneeded capabilities that add cost and reduce reliability. We take seriously the goal of achieving "the right fit" for our customers and their business needs.
For example, we can provide extremely high-performance and precise measurement equipment when required, such as Boonton’s 4500B peak power meter for aircraft radar and communications testing. Or, at the other end of the spectrum, Willtek can provide solutions precisely engineered for the high-throughput, low-cost needs for testing and repair of mobile handsets. In this case, we are not designing for the front-end R&D engineer, but rather for the production environment where price, performance, and reliable operation are key.
Q: Beyond specific products and applications, which geographic regions look the most promising to wireless telecom?
A: Our fastest area of growth is the greater China region, where the lead application for us is the testing and repair of mobile handsets. Estimates are that more than 50% of the world’s 1 billion+ handsets per year are now being manufactured in China, and that volume will continue to grow.
We find that the barriers to entry within that region are lower than in some other regions. That is driven by the need to keep up with the fast-increasing capacity, as well as by the emergence of newer manufacturers with few ties to test and measurement suppliers. But you still must have the right test products. The emphasis in China on high-volume, low-cost manufacturing matches well with our capabilities.
To date, most of our sales there have been in support of 2G GSM-based phones. But as mentioned, we have launched a handset tester that can test all the commercial 2G standards, as well as all 3G standards, including WCDMA, CDMA-2000/EVDO, and now China’s own standard TD-SCDMA. We feel we are positioned well to grow with the expected 3G deployment in China. And that growth will be stimulated by the upcoming 2008 Olympics to be held in Beijing.
Read the first part of this interview.