30 minutes with Avnet Electronics Marketing

My day started off on a bad note. After a poor rest of some three hours the night before and a twisted ankle the from a rushed trip to the Starbucks behind the Fairmont – a huge problem at a trade show – I hobbled over to the convention center for the Embedded Systems Conference at about 8am only to be told that I wouldn’t be allowed to the second level at all. Those of you who know me personally can guess that I argued with the convention center guard. I didn’t win, but snuck down to another entrance and managed to get up to the press room anyway.

From there, more arguing ensued when, trying to get to Avnet Electronics Marketing’s booth to meet up with some of its execs, I was told no press on the floor until 10am. Just when I was about to throw my hands up, scream uncle and head to the airport, the tide turned in my favor. Avnet’s execs were actually a few feet away from me — Jeff Ittel, senior VP of the semiconductor business group; Alex Iuorio, VP of business development within the same group; and Heidi Elliott, director of marketing communications and an ex-Electronic News editor — grabbing a light breakfast before our planned meeting.

While Jeff and Alex finished up their breakfast, we covered a lot of ground – environmental compliance and what was happening with China RoHS; opportunities for growth; physical presence vs. Web presence; the company’s SpeedWay design workshops and new workshops with Atmel; the company’s recent partnership with NEC for gate arrays; and Avnet’s refusal to give up on opportunities in the North America market, despite low-hanging fruit in the Asia markets.

While the short 30 minute meeting served as more of a “catch-up” chat than a news briefing, it was still critical. What at first appears to be fragmented subject areas all tie together and tying it all together is what makes Avnet one of the top distributors. Avnet’s efforts to maintain and grow business in North America, tie in with China RoHS – what’s happening with China RoHS, how will it affect the global picture and where else is business stable. Design workshops – partner with players like Atmel and train engineers for more advancement of unrelated partnerships like Avnet’s NEC deal. And the recognition that real growth will come from a balance of in-person service with customers and Web service.

By the end of the meeting, I was feeling good again – or as good as you can on less than three hours of sleep and with an ankle the size of a tennis ball. Although I’ve covered the electronics supply chain for some time now, I rarely get to see the people behind the companies in person. I’m based in New York and travel to Electronic News’ home base of San Jose often, but don’t hit places like Phoenix or the Midwest. But those who I do meet in person, just like Jeff, Alex and Heidi today, prove to be a pleasure to work with. There is far less arrogance among the electronics supply chain execs that I encounter than I have encountered on other semiconductor beats. These are people who are smart enough to appreciate single-digit growth, to respect outsider opinions and to acknowledge that they are fallible. 

As I continue to dive deeper into the electronics supply chain (… or to somehow tie this blog post in with the ESC show – as I continue to embedded myself in the electronics supply chain …), I look forward to getting to know more of you. I’ll be at the Electronics Distribution Show for the first time in May and will be setting my schedule starting Friday. And in the meantime, if any of the readers of this blog are ever in the New York area, look me up.