Shanghai, China – 15th September, 2010

Building on its record of success as a provider of semiconductor design services to customers in the China and EMEA markets, UK-based company Sondrel Limited today announced that it had opened a Shanghai Design Center, staffed by an experienced local engineering team.

In August last year, Sondrel signed up for Intralink’s Surrogate Sales Program™ as a way to fast-track its entry into the China market. The company has worked through all three stages of the model – Opportunity Validation, Strategy Implementation – and is now entering the Break-out period, with the continued support of Intralink.

Sondrel Founder and CEO Graham Curren said, “Intralink has provided us with a flexible and scalable platform from which to expand our existing business relationships and to engage directly with key new customers and partners in China. Intralink played a pivotal role in raising Sondrel’s profile within the IC design community and in helping recruit a local engineering team, allowing Sondrel to win design service contracts with two well known fabless design houses in China.”
 
Intralink China General Manager Nick Henderson added, “The Surrogate Sales Program™ has again shown its ability to deliver a significant return on investment for the client company. This has been a huge success for Sondrel and Intralink and we are delighted with the result.”
 
Intralink manages its three-stage Surrogate Sales Program™ through a team of Mandarin-speaking western project managers based in Shanghai. In the first stage, the company validates and quantifies the market opportunity by accessing customers and stakeholders across the target sector. In the second stage, the project manager implements the sales plan with an emphasis on driving near-term revenues, while in the third stage the company works with the client to break out of the programme by setting up a local entity or partnership.

About Sondrel

Established in 2002, Sondrel now has offices throughout Europe, Israel and China. Its teams of highly experienced engineers have completed over 150 designs, all of which were designed right first time. Specializing in high performance and low power designs, Sondrel provides design services and methodology consulting to top semiconductor companies, enabling them to improve timescales and to reduce costs. Utilizing proprietary low-power optimization methodologies and software solutions, Sondrel engineers are behind many of the most cost-effective solutions on the market today. In 2009 Sondrel was awarded the Queen's Award for Enterprise, which is the UK's most prestigious award for business excellence.