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Two years after launching its state-of-the-art PCB facility, SEL shares lessons in vision, execution, and innovation, plus insights from industry icons and technology leaders shaping the future of PCB fabrication.
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From the first cold call to finally receiving that first purchase order, the July PCB007 Magazine breaks down some critical parts of the sales stack. To up your sales game, read on!
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From the drilled hole to registration across multiple sequential lamination cycles, to the quality of your copper plating, via reliability in an HDI world is becoming an ever-greater challenge. This month we look at “The Hole Truth,” from creating the “perfect” via to how you can assure via quality and reliability, the first time, every time.
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AT&S Provides Sophisticated IC Substrates for High-performance AMD Data Center Processors and Accelerators
November 8, 2023 | AT&SEstimated reading time: 2 minutes

AT&S quickly established itself as a reliable substrate supplier for AMD and is currently preparing a significant expansion of capacity for AMD. “AMD’s quality requirements are very high, which makes us very proud to have achieved the ramp-up so fast. Currently, we are preparing facilities at our new plant in Kulim, Malaysia, to expand our AMD capacity,” says AT&S CEO Andreas Gerstenmayer. The demand for CPUs and GPUs for datacenters is expected to continue growing healthily in the next couple of years, which will help to strengthen the partnership between AMD and AT&S: “Fueled by new technologies like AI, VR and AR, demand for data storage, transmission and analysis is rising globally,” says Gerstenmayer.
To meet the accelerating demand for powerful and sustainable computing, AMD is pushing the boundaries of innovation in chip design as well as packaging to deliver faster and more energy efficient chips. “AT&S can provide a lot of know-how in this field. We are already working on new technologies for substrates that will allow our customers to integrate a high number of chips into very fast and efficient packaged systems that will help to analyze and transmit data in the cloud fast and reliably,” says AT&S Executive Vice President of Business Unit Micro Electronics, Ingolf Schröder.
“The last few years have demonstrated the critical role that semiconductors play in enabling our world and have shown us the importance of having a strong and geographically diverse supply chain,” says Keivan Keshvari, AMD Senior Vice President of Global Operations. “At AMD, we collaborate closely with all of our suppliers to enhance business continuity plans. We are pleased to have found an innovative and reliable additional source for high-end substrates in AT&S and look forward to leveraging the new site to deliver high-performance and adaptive computing products that drive continued growth in the data center and AI markets.”
Future Market “Advanced Packaging”
AT&S is one of the leaders for embedding microchips and components that regulate the associated power and information flows into monolithic systems that make sure that the pathways stay as short as possible, so information can travel at maximum speed without any significant losses. The big substrates that are necessary to build such integrated systems are optimized for reliability and efficiency by using AT&S’s sophisticated simulation technology. “We are among the technology leaders in the substrate market and have an additional advantage because we can offer manufacturing capacity not only in China but also in Malaysia and Austria,” says AT&S CEO Gerstenmayer.
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AT&S Fuels Future Innovation with 'Young Wilds' Program
08/28/2025 | AT&SToday’s ideas are tomorrow’s innovations: Following a successful debut in the financial year 2024/25, the “Young Wilds” program offers ambitious young professionals at AT&S the opportunity to take on responsibility and accelerate their personal and professional growth.
Elementary Mr. Watson: Routing Hunger Games—May the Traces Be Ever in Your Favor
08/26/2025 | John Watson -- Column: Elementary, Mr. WatsonI’d like to share a harsh truth, and I say this as a friend: PCB designers are often their own worst enemy. It’s rarely the complexity of the circuit, the last-minute changes from mechanical, the limited enclosure space, or the ever-expanding list of design rules that send projects to the dust heap of failed boards. More often, it's our own decisions, made too quickly and narrowly, and with too little foresight, that sabotage an otherwise good design.
Inventing the Future: An Interview with Dr. Ed Schweitzer
08/20/2025 | Barry Matties, I-Connect007Dr. Edmund O. Schweitzer III, founder of Schweitzer Engineering Laboratories (SEL), has a corner office in the company’s world headquarters in Pullman, Washington. Forty-two years after his SEL-21—the first microprocessor-based digital protective relay—ushered in a new era of power-system protection, he has forever changed the way the world safeguards its electric grids. In this three-hour conversation, Dr. Schweitzer reveals that he remains excited to get to work each day, unpacking the “better, cheaper, faster, simpler” mantra that’s still driving SEL’s innovation, and the culture glue that keeps more than 7,000 employee-owners rowing in unison.
AT&S Launches HiPower 5.0 Research Project for Smart Electric Transport
08/19/2025 | AT&SAustria’s leading microelectronics manufacturer AT&S is participating as a strategic partner in the EU research project HiPower 5.0, which will develop new solutions for semiconductor integration and control systems for highly compact and smart electric drive components.
It’s Only Common Sense: Stop Chasing New Customers and Start Keeping the Ones You Have
08/11/2025 | Dan Beaulieu -- Column: It's Only Common SenseCustomer retention is not glamorous. It doesn’t have a flashy ad campaign, it’s not going viral on social media, and nobody’s handing out “Best in Retention” awards at trade shows. However, if you’re running a proper business, not a popularity contest, then customer retention is where you make your money. However, too many companies treat customer retention as an afterthought.