Although the majority of semiconductor manufacturers addressed the industry downturn through significant layoffs, Xilinx reorganized its resources and strategy to focus on market diversification efforts. We combined our approach with an aggressive migration down the process technology curve, setting our sights on 90 nm. Historically, programmable logic devices (PLDs) were not a costeffective solution for high-volume, price-sensitive applications. To compete in the larger $44 billion ASIC and ASSP market, we understood the need to reduce the price of our product offerings.