Case Study: Philips

Phillips Advanced Metrology Systems produces laser-based measurment technology for the semiconductor industry. A subsidiary of electronics giant Royal Philips, AMS was blessed with a strong parent brand, but challenged with low awareness within its core target markets.

AMS retained Yaeger Communications and Anastasia Design to create a brand identity, web site, press materials, and technical documentation. As with any high-technology communications, the key to the AMS project was to translate extremely technical data into persuasive sales language without “dumbing down” the content. We created a campaign that positioned AMS as a leader in the metrology industry and set the stage for ongoing growth.

Home page for Philips AMS web site

WRITING SAMPLE: Philips Advanced Metrology Systems, Inc.

Press Release/Corporate Background

Philips Advanced Metrology Systems, Inc. (Philips AMS) is a production metrology company that manufactures high-throughput, non-contact metal film thickness measurement tools for online monitoring of interconnect layers in advanced semiconductor processes.

Recognizing the high-growth potential of its SurfaceWave technology in the emerging high-volume copper/low-k market, Philips Electronics separated and renamed a branch of its Philips Analytical instrumentation division and has significantly increased investment in the business. Now known as Philips Advanced Metrology Systems, Inc., and formed as a new standalone business to develop and market this technology, the company has signed on a comprehensive network of worldwide sales and support organizations for its market ready product suite of 200mm and 300mm capable products.

The product suite is based on Philips’ all-optical SurfaceWave technology for thin film measurement using laser-induced surface acoustic waves, and is targeted at the growing marketplace for copper based metrology products.  Philips AMS has demonstrated rapid technology advancement capability and is currently releasing its 3rd generation design of the SurfaceWave technology optical system.

With metrology products currently running at leading Cu process sites and the experience gained from on-line production monitoring, Philips AMS product features include metal thickness measurement of barrier/seed, ECD plating and CMP applications on blanket and patterned product wafers.  The patented and proven SurfaceWave technology is available on fab-ready 200mm and 300mm fully automated, SEMI compliant platforms available as the Philips Advanced Metrology Systems 1000, 2000 and 3000 series products.  Offering high-throughput, small form factor and robust design, Philips SurfaceWave technology is also well suited for use in integrated metrology applications.

Based in Natick, Massachusetts, Philips AMS was founded on technology licensed from the Massachusetts Institute of Technology.  The founding company, incorporated in 1996 as Active Impulse Systems, Inc., was purchased by Philips in August 1998.

Philips AMS Technology page

For additional information on this exciting technology, contact Bill Gately, General Manager for Philips AMS, at 508-647-1120 or visit our website at www.ams.philips.com.

About Royal Philips Electronics

Royal Philips Electronics of the Netherlands is one of the world’s biggest electronics companies and Europe’s largest, with sales of $30.1 billion (EUR 31.8 billion) in 2002. It is a global leader in color television sets, lighting, electric shavers, medical diagnostic imaging and patient monitoring, and one-chip TV products. Its 170,000 employees in more than 60 countries are active in the areas of lighting, consumer electronics, domestic appliances, components, semiconductors, and medical systems. Philips is quoted on the NYSE (symbol: PHG), London, Frankfurt, Amsterdam and other stock exchanges. News from Philips is located at www.philips.com/newscenter/usa/

ATTN Broadcasters: Philips b-roll (via beta copy, fiber transmission and satellite feed), is available 24/7 by calling (+1-212-375-0021).