Altera signs Firefly to address defence market

From: Firefly Technology
Published: Mon May 21 2007

Firefly Technology today announced that it has signed a representative agreement with Altera Corporation covering the military and defence electronics market in the UK and Ireland. The agreement is a key step in Altera’s strategy to increase its presence in this market.

According to Alistair Sands, Regional Sales Manger for UK and Ireland, Altera, "Growing our presence in the military and defence market is a strategic objective for us. The Firefly team has over a decade of experience selling to defence customers. They offer a high level of knowledge and understanding of the defence industry and its market requirements. Their established relationships will provide us with an accelerated route to the market opportunities in the region."

He continued, "Altera offers complete FPGA-based solutions to the defence market including intellectual property, design software and development kits. With a keen understanding of selling solutions, Firefly offers us complete confidence that the customer experience will be identical to dealing with our direct sales channel."

Tony James, Managing Director of Firefly Technology, added, "Altera has an excellent value proposition for the defence market, and indeed has established successful direct relationships with Tier 1 defence players in Europe. Our role is to widen and deepen Altera’s reach into the defence electronics market within the UK, providing resources to fully develop accounts."

About Firefly Technology
Firefly Technology’s reputation as one of Europe’s leading advanced semiconductor technology representatives is based on complete focus and extensive industry experience. Its business model is to act in every way as the principal's OEM sales team in Europe. That means not only taking full ownership of every sales opportunity in the region, ensuring that customers technical, design and logistical support expectations are met and exceeded, but also assuming complete responsibility for marketing and demand creation for each line that it represents. Firefly Technology has ongoing representative agreements with semiconductor companies such as Altera, International Rectifier, Pixelworks, SigmaTel, and many more. Firefly Technology is headquartered near Reading, UK, and has additional offices abroad. For further information please visit:

For further details please contact Firefly Technology, The Byre, Lantern Courtyard, The Street, Bramley, Hants, RG26 5DE. Tel: +44 (0) 1256 884980, Fax: +44 (0) 1256 884981
E-mail:; Web:

Press Contact: Peter van der Sluijs
Neesham Public Relations
Tel: +44 (0) 1296 628180

Photo caption: from left to right is Aidan Baker, HiRel Business Manager, Firefly Technology Ltd; Karl-Heinz Gatterer, Mil/Aero Marketing Manager, Europe, Altera Europe; Dave Mackinlay, UK HiRel Manager, Firefly Technology Ltd; Alastair Sands, Regional Sales Manager UK & Ireland, Altera Europe.

Company: Firefly Technology
Contact Name: Elaine Hodson
Contact Email:
Contact Phone: 01296 628180

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