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LATTICE SEMICONDUCTOR STREAMLINES DISTRIBUTION NETWORK; LATTICE STRATEGICALLY POSITIONS ITSELF FOR EXPANDING HIGH-DENSITY PLD MARKET

 LATTICE SEMICONDUCTOR STREAMLINES DISTRIBUTION NETWORK; LATTICE STRATEGICALLY POSITIONS ITSELF FOR EXPANDING HIGH-DENSITY PLD MARKET
 HILLSBORO, Ore., Dec. 10 /PRNewswire/ -- Lattice Semiconductor Corp. (NASDAQ: LSCC) today announced the completion of the realignment of its distribution network. The changes include the discontinuance of agreements with eight local/regional distributors and the addition of Hall-Mark Electronics, the third-largest national electronics distributor. The addition of Hall-Mark Electronics was announced last week.
 "We have changed our distribution network to better support the proprietary products created through our R&D investment over the last two years," stated President and Chief Executive Officer Cyrus Tsui. "To penetrate the PLD market with FPGAs and other proprietary products, we must align ourselves with highly technical distributors who are better equipped to train customers and create markets for these new products. Every effort has been made to minimize the impact on our customers during the 90-day transition period to Hall-Mark. Our investment in new distribution resources and R&D will support our continued long-term growth by better serving our customers and maximizing the market potential of our new products."
 Lattice's North American distributors now include national distributors Arrow Electronics, Marshall Industries and Hall-Mark Electronics; Insight Electronics on the West Coast, Arizona and Texas; and Future Electronics in Canada. As a result of these changes in the distribution network, Lattice is now represented by three of the top four North American distributors.
 Lattice Semiconductor Corp., based in Hillsboro, designs, develops and markets both high and low density, high-speed E2CMOS(R) programmable logic devices (PLDs). PLDs shorten design cycles and reduce development costs by allowing the customer to quickly and efficiently incorporate different logic functions on a single device. Lattice products are sold worldwide through an extensive network of independent sales representatives and distributors, primarily to OEM customers in the fields of microcomputers, computer peripherals, graphic systems, workstations, telecommunications and industrial controls. Company headquarters are located at 5555 N.E. Moore Court; Hillsboro, OR 97124 U.S.A.; Telephone 503-681-0118; Fax 503-681-3077; Telex 277338 LSC UR.
 -0- 12/10/91
 NOTE TO EDITORS: E2CMOS is a registered trademark of Lattice Semiconductor Corp.
 /CONTACT: Truth Johnston of KVO Public Relations, 503-645-1551, for Lattice Semiconductor Corp.; or Ray Gouldsberry of Lattice Semiconductor Corp., 503-681-0118/
 (LSCC) CO: Lattice Semiconductor Corp.; Hall-Mark Electronics ST: Oregon IN: CPR SU:


SC -- SE008 -- 1192 12/10/91 16:31 EST
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Publication:PR Newswire
Date:Dec 10, 1991
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