# Altium Is Coming Home to the Designer | Lawrence Romine on OnTrack

- Show: [OnTrack](https://hardwarepodcasts.com/podcast/ontrack)
- Published: 2026-08-18
- Length: 37m
- Episode: 350
- Page: https://hardwarepodcasts.com/podcast/ontrack/2026-08-18-altium-is-coming-home-to-the-designer-lawrence-romine-on-ontrack
- Listen: https://podcast.altium.com/e/altium-is-coming-home-to-the-designer-lawrence-romine-on-ontrack/

## Summary

Lawrence Romine, senior director of marketing at Altium, explains the company's strategic pivot from a single-product model to three distinct offerings: Altium Develop, Teams, and Enterprise. He details how Altium Develop targets individual designers and small teams with a PCB-centric, lower-cost solution that excludes enterprise features like single sign-on, while Enterprise serves regulated industries with governance. Romine also addresses user concerns about being left behind during the shift to cloud collaboration, confirming a return to frequent, feature-rich core PCB design releases similar to the 2015–2020 era.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/ontrack/2026-08-18-altium-is-coming-home-to-the-designer-lawrence-romine-on-ontrack#t=0) Introduction: Lawrence Romine and Altium's Return to the Designer
- [1:57](https://hardwarepodcasts.com/podcast/ontrack/2026-08-18-altium-is-coming-home-to-the-designer-lawrence-romine-on-ontrack#t=117) Altium's History: From Hobart Founder to Industry Standard
- [10:21](https://hardwarepodcasts.com/podcast/ontrack/2026-08-18-altium-is-coming-home-to-the-designer-lawrence-romine-on-ontrack#t=621) The Enterprise Pivot: COVID, Altium 365, and User Frustration
- [13:12](https://hardwarepodcasts.com/podcast/ontrack/2026-08-18-altium-is-coming-home-to-the-designer-lawrence-romine-on-ontrack#t=792) The Three Offerings: Develop, Teams, and Enterprise Explained
- [23:35](https://hardwarepodcasts.com/podcast/ontrack/2026-08-18-altium-is-coming-home-to-the-designer-lawrence-romine-on-ontrack#t=1415) User Response: Initial Confusion and Pricing Transparency
- [29:17](https://hardwarepodcasts.com/podcast/ontrack/2026-08-18-altium-is-coming-home-to-the-designer-lawrence-romine-on-ontrack#t=1757) Feature Prioritization and the Upcoming Core PCB Release

## Topics

- [EDA & CAD tools](https://hardwarepodcasts.com/topic/eda-and-cad-tools)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)

## Most relevant to

large enterprises

## Mentioned

- Altium (company)
- Altium Develop (product)
- Altium Teams (product)
- Altium Enterprise (product)
- Altium 365 (product)
- Altium Designer (product)
- Valispace (tool)
- Cadence (company)
- Mentor (company)

## Related episodes from other shows

- [EMS@C-LEVEL 2022 Season Episode #1 with Altium and MacroFab](https://hardwarepodcasts.com/podcast/ems-c-level/2022-02-20-ems-c-level-2022-season-episode-1-with-altium-and-macrofab) (EMS@C-LEVEL)
- [Improving Electronic Design Collaboration by Shifting Left and Right](https://hardwarepodcasts.com/podcast/moores-lobby/2024-07-16-improving-electronic-design-collaboration-by-shifting-left-and-right) (Moore's Lobby)
- [Layout Review with Zachariah Peterson](https://hardwarepodcasts.com/podcast/the-amp-hour/2026-03-11-layout-review-with-zachariah-peterson) (The Amp Hour)
- [Publicly Traded Hobby with Ben Jordan](https://hardwarepodcasts.com/podcast/the-amp-hour/2022-06-14-publicly-traded-hobby-with-ben-jordan) (The Amp Hour)
- [Altium...Acquired!](https://hardwarepodcasts.com/podcast/the-amp-hour/2024-02-20-altium-acquired) (The Amp Hour)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/ontrack/2026-08-18-altium-is-coming-home-to-the-designer-lawrence-romine-on-ontrack. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to OnTrack.