# An Interview with Øyvind Janbu - Feracious Fabless Facilitator

- Show: [The Amp Hour](https://hardwarepodcasts.com/podcast/the-amp-hour)
- Published: 2012-05-14
- Length: 1h 16m
- Episode: 95
- Page: https://hardwarepodcasts.com/podcast/the-amp-hour/2012-05-14-an-interview-with-yvind-janbu-feracious-fabless-facilitator
- Listen: https://theamphour.com/the-amp-hour-95-feracious-fabless-facilitator/

## Summary

Øyvind Janbu, CTO of Energy Micro, explains the company's fableless semiconductor strategy, focusing on low-power Cortex-M3 microcontrollers and the EFR radio family. He details the decision to use ARM architecture for ecosystem support, the use of TSMC for manufacturing, and the importance of short lead times through forward manufacturing. Janbu also discusses the 'Gecko' branding, open-source software tools like the Energy Aware Profiler, and the company's commitment to simplicity and 10-year product longevity.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/the-amp-hour/2012-05-14-an-interview-with-yvind-janbu-feracious-fabless-facilitator#t=0) Introduction: Øyvind Janbu and Energy Micro
- [9:35](https://hardwarepodcasts.com/podcast/the-amp-hour/2012-05-14-an-interview-with-yvind-janbu-feracious-fabless-facilitator#t=575) Company History: From ChipCon to Energy Micro
- [12:30](https://hardwarepodcasts.com/podcast/the-amp-hour/2012-05-14-an-interview-with-yvind-janbu-feracious-fabless-facilitator#t=750) Technology Strategy: ARM Cortex-M3 and MIPS Alternatives
- [16:44](https://hardwarepodcasts.com/podcast/the-amp-hour/2012-05-14-an-interview-with-yvind-janbu-feracious-fabless-facilitator#t=1004) Funding and Development: Bootstrapping and VC
- [20:14](https://hardwarepodcasts.com/podcast/the-amp-hour/2012-05-14-an-interview-with-yvind-janbu-feracious-fabless-facilitator#t=1214) Design and Prototyping: FPGA and Analog Design
- [24:09](https://hardwarepodcasts.com/podcast/the-amp-hour/2012-05-14-an-interview-with-yvind-janbu-feracious-fabless-facilitator#t=1449) Manufacturing: TSMC and Supply Chain Strategy
- [30:08](https://hardwarepodcasts.com/podcast/the-amp-hour/2012-05-14-an-interview-with-yvind-janbu-feracious-fabless-facilitator#t=1808) Product Differentiation: Low Power and Le Sense
- [35:04](https://hardwarepodcasts.com/podcast/the-amp-hour/2012-05-14-an-interview-with-yvind-janbu-feracious-fabless-facilitator#t=2104) Location and Talent: Semiconductor Industry in Norway
- [38:55](https://hardwarepodcasts.com/podcast/the-amp-hour/2012-05-14-an-interview-with-yvind-janbu-feracious-fabless-facilitator#t=2335) Radio Products: EFR and Wireless Standards
- [44:08](https://hardwarepodcasts.com/podcast/the-amp-hour/2012-05-14-an-interview-with-yvind-janbu-feracious-fabless-facilitator#t=2648) Software Philosophy: Open Source and Simplicity
- [51:52](https://hardwarepodcasts.com/podcast/the-amp-hour/2012-05-14-an-interview-with-yvind-janbu-feracious-fabless-facilitator#t=3112) EDA Tools and Future Roadmap: Cortex-M0 Plus
- [1:00:16](https://hardwarepodcasts.com/podcast/the-amp-hour/2012-05-14-an-interview-with-yvind-janbu-feracious-fabless-facilitator#t=3616) Distribution and Customer Support: DigiKey and Mouser

## Topics

- [Microcontrollers & dev platforms](https://hardwarepodcasts.com/topic/microcontrollers-and-platforms)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [EDA & CAD tools](https://hardwarepodcasts.com/topic/eda-and-cad-tools)

## Most relevant to

early-stage companies

## Mentioned

- Energy Micro (company)
- ChipCon (company)
- Texas Instruments (company)
- TSMC (company)
- ARM (company)
- Cortex-M3 (chip)
- Cortex-M0 Plus (chip)
- EFR (product)
- Tiny Gecko (product)
- Le Sense (product)
- Energy Aware Profiler (tool)
- Cadence (tool)
- DigiKey (company)
- Mouser (company)
- ST (company)
- Nordic Semiconductor (company)
- Omnivision (company)
- Atmel (company)
- Microchip (company)
- MIPS (company)

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- [293: Skateboard Tricks (Repeat)](https://hardwarepodcasts.com/podcast/embedded-fm/2021-12-23-293-skateboard-tricks-repeat) (Embedded.fm)
- [244. The Hidden Power of Engineers as Storytellers (with Mouser’s Matt Campbell & Ricky Flores)](https://hardwarepodcasts.com/podcast/the-next-byte-podcast/2026-05-05-244-the-hidden-power-of-engineers-as-storytellers-with-mousers-matt-campbell-ric) (The Next Byte Podcast)
- [523: Bad Experience With Donuts](https://hardwarepodcasts.com/podcast/embedded-fm/2026-04-02-523-bad-experience-with-donuts) (Embedded.fm)
- [416: EEs Are From PIC, SWEs Are From Arm](https://hardwarepodcasts.com/podcast/embedded-fm/2022-06-09-416-ees-are-from-pic-swes-are-from-arm) (Embedded.fm)

## Citing this page

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