Toshio Maruyama, then President & CEO of Advantest Corporation, reflects on the history and future of Advantest and its role in semiconductor ATE, in this historic 2006 Video. Made in the year of Advantest’s 50th anniversary, topics covered include: Early history of the company as an instrument maker, named Takeda Riken, focused on serving Japanese customers. Evolution into an Automatic Test Equipment company. Launching its effort to become a global company. How to do it by changing the leadership concept of the day. Why they renamed the company to Advantest. The importance of branding globally … the slogan, “Why test when you can Advantest.” The issues of rising ATE development costs and its effects on profitability and customer concerns.