Freescale Semiconductor, Rich Beyer, White Box, Asia What’s in the white box for Freescale?

When asked recently about his company’s new multimedia processors, Freescale Semiconductor CEO Rich Beyer replied that Freescale “would like to work with white-box vendors in China” rather than, say, gun for design wins in the next Apple iPad, HP tablet or Dell netbook.

The response raised a few eyebrows. With Freescale no longer in the wireless baseband business, many observers assumed the company would need to score a high-profile design win to prove its multimedia processor’s chops to the world.

But Freescale is moving away from what it sees as the bloodbath caused by hyper-price-competitive tablets from companies like Dell and Hewlett-Packard. (Freescale barely survived the decline of its biggest customer, Motorola, several years back.)

Partnering with white-box vendors working on a broad range of smart mobile products—everything from personal media devices to automotive infotainment systems, e-readers and media tablets—is “attractive to Freescale,” Beyer says.

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Freescale Semiconductor, Rich Beyer, White Box, Asia What's in the white box for Freescale?