LONDON — Jeff Channell, formerly Northern European sales director at Analog Devices has joined Firefly Technology (Bramley, Engaland) to spearhead its efforts to grow its business in the industrial and consumer segments, particularly in the portable electronics and navigation products space.

Channell has over 25 years experience of European semiconductor sales in linear, mixed-signal and DSP products to major OEM clients.

Tony James, managing director of Firefly, said, "In Jeff we have added a top flight semiconductor sales professional to our team, who we believe will add a further dimension to our organisation. We are confident that Jeff's expertise and industry knowledge will contribute strongly to the services we provide to our customers and to the future success of the lines we represent."

Firefly Technology has ongoing representative agreements with a number of semiconductor companies including Altera, International Rectifier, Pixelworks, and SigmaTel.