In nine months from concept to production, Freescale Semiconductor developed a multimedia applications processor for a large customer’s portable media player. Freescale’s careful design and management of the processor allowed it to be used in two versions of a their customer’s PMP, and facilitated a fast path to a general market version for other companies. The rapid turnaround time required the close collaboration of a cross functional team including design, architecture, product and test engineering, marketing, and applications engineering across two major corporations, with no margin for error.