On September 15, SemiMedia reported that Maxim Integrated added Serial Group to its list of authorized distributors. Yesterday, Maxim Integrated officially announced the authorization of Serial Microelectronics (HK) Ltd, a subsidiary of the Serial Group, to become its distributor in Mainland China and Hong Kong, and to sell its full line of products, effective immediately.

The strategic partnership between Maxim Integrated and Serial Microelectronics will bring new opportunities for both parties in the Chinese market.

Serial has been deeply involved in the Chinese market for many years and has a large customer base. As a leading semiconductor company in the industry, Maxim Integrated has a huge R&D system and strength, and occupies a pivotal position in the fields of industrial applications, Internet of Things (IoT), automotive electronics, and communications. This cooperation is bound to provide Chinese customers with better and more timely products and services, and promote the in-depth development of both parties in the Chinese market.

"Serial Microelectronics HK has a mature supply chain service system in the Asia-Pacific region, and provides well-rounded support for industrial, automotive and communications segments. These are areas where Maxim Integrated is dedicated to as well," said Ting Li, vice president of Sales for Greater China and rest of Asia (ROA) at Maxim Integrated. "We are very excited to begin our collaboration with Serial to expand the Asia-Pacific market. I have every confidence in the ability of Serial to help Maxim Integrated reach even higher performance in this region."

"As a leading global supplier of analog ICs, Maxim Integrated has achieved a significant market position for its excellent products and services. We are honored to be a partner of Maxim Integrated," said Lawrence Ho, president of Serial Microelectronics HK. "As the world's largest and fastest-growing integrated circuit market, China is providing a flourishing opportunity for the industry. We believe our cooperation can further increase the market share of Maxim Integrated in the Asia-Pacific region and jointly build a brighter future for all customers."

As reported earlier, Serial has made a great contribution to TI's early development of the Chinese market. Supply chain sources said that the cooperation between Maxim and Serial will also have a positive effect on the promotion of Maxim's products in China.