Hans Stork discusses trends in the level of customer involvement during technology development marking a strategic inflection point for the semiconductor industry. Leading up to this historic 2003 video, chip makers had dealt mainly with distributors and had sold mostly building blocks. OEMs used to buy chips like a contractor going to a hardware store. But the VLSI levels of integration that came in the eighties had led to the rise of System-On-a-Chip (SOC) in the nineties. By the early 2000s, virtually all OEMs had come to realize that product differentiation had shifted from the PCB to the integrated circuit. They had to be involved with chip development at the earliest. Hans is one of the industry’s most transparent visionaries who tells it like it was in this interview