Robbin Luo joins ADD Semiconductor

Wednesday, 14 April 2010 18:40

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ADD Semiconductor, a power line communication (PLC) IC company for smart metering and automation applications, has appointed Robbin Luo as the company’s general manager in China. Based in Beijing, Luo will be responsible for the development of ADD’s business activities in China, Taiwan and Singapore, which includes driving market penetration for ADD’s power line and communications systems solutions for smart grid applications.

ADD Semiconductor CEO Guillaume d’Eyssautier announced Luo’s appointment, noting, “To meet the demand for China’s rapid growth in power line grid technologies requires significant local support. Having Robbin onboard to consolidate our business in China will not only help us to serve our existing customers and partners better, but will also help us to strengthen and intensify our position in this region.”

Luo has extensive experience in semiconductor sales and support along with senior management knowledge in power metering companies and applications. He joins ADD from Teridian Semiconductor Corp., where he amassed a considerable track record in building strong teams and customer relationships along with a history of exceeding revenue goals.

D’Eyssautier added: “We see China as a domain of major importance to the company’s global development strategy, and we are very pleased to be able to appoint someone who possesses such a wealth of knowledge and experience in management, and sales and marketing into the power metering industry in China as Robbin does.”

Luo said he was proud to join the ADD Semiconductor team. “Smart grid applications will play a vital role in the company’s future. Chinese innovators are constantly on the hunt for solutions with better performance and lower cost from new and advanced technologies like those from ADD Semiconductor.”

Luo will report to Jesus Teijeiro, VP of worldwide sales for ADD Semiconductor.

Headquartered in Zaragoza, Spain, Advanced Digital Design Semiconductor (ADD) was established in 2001 and develops low cost, high efficiency systems on a single chip (SoC) for communications and digital signal processing applications. ADD is the leader of the SR2 European project as well as the Spanish consortium of the WITNESS project. Both projects are part of Europe’s EUREKA program for R&D projects. ADD Semiconductor was also a key partner of the OPEN METER and OPERA consortiums which were integrated projects of the European Frame Programs for R&D projects.