Analog Devices has a new European vice president of sales, Mike Britchfield and he spoke with Electronics Weekly about how the analogue to DSP chip supplier is benefiting from a radical change in its approach to the market. Previously he was a product line director within the data converter business, and he is a strong advocate of market targeted products As Britchfield points out, ADI has completely changed the way it takes its semiconductors to market in the last few years.