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The surge in the use of Facebook and the like is fueling the demand for connectivity across time, space, language and culture worldwide. Moving forward, the Internet-savvy next generation is going back to the basics of connecting to one another with technology. Premier Farnell is moving with the times to cater to the need for connectivity and online content by the current generation of electronic design engineers with element14, a new information portal and eCommunity. The site provides product data, design tools and technology information, whilst incorporating web 2.0 functionality to facilitate communication, interaction, collaboration and information sharing among users around the world. Design engineers can consult experts; discover trends, post blogs, articles and comments inthis worldwide forum. Harriet Green, CEO, Premier Farnell, told EM Asia at a small media briefing on July 8 in Singapore that today’s design engineers are independent and educated. “Unlike purchasers, design engineers are more comfortable doing business via theweb as they can buy what they need from one source and receive help andsupport on their designs at the sametime.” 
Facilitating design starts
Despite the economic slowdown, China-based David Shen, the company’s Group SVP, Global Head of eCommerce & Technical Marketing, says the number of designs are still increasing. “We see a growing number of design starts in Europe. They are also increasing in Asia Pacific due to the life cycle of the products such as mobile phones and television sets. Companies see the need to continuously innovate and emerging applications include biometric applications, alternative energy uses and low power lighting.” While the economic slowdown has propelled companies to “pick their winners and leapfrog their technologies,” Green says the level of innovation has intensified to feed and support “thousands of design starts”. “The British and Singapore governments are focusing on low carbon solutions and the ageing population. Britain is interested in smart metering, lower consumption of plastics, and to be environmentally friendly. As six governments in Europe and two in Asia are working on nuclear power for energy, China is focusing on the efficient use of power.” “China now has sub-station devices that are interconnected. It has about 50,000 substations installed in the country, posing enormous businessopportunities,” says Shen. 
Meaningful interaction
“Facilitating powerful content for users will fulfill the needs of design engineers,” says Green. “Web 2.0 enables people to communicate. Just recently, a Russian and a Chinese engineer were seen exchanging information on element-14 with Google Translate, an online translationservice.” 
Providing credible content is paramount to the success of supporting design engineers. “Our relationship with 3500 suppliers enables us to provide the know-how on meaningful interaction with design engineers,” says Salman Syed, President – AsiaPacific, Premier Farnell. | 
