Connecting market needs with the next generation of SiC solutions

As Product Manager for SiC bare die and discrete products, I am responsible for the entire product lifecycle, from market analysis and product definition to portfolio strategy and market introduction. My goal is to identify market requirements at an early stage, evaluate relevant technology trends, and translate these insights into future-ready product strategies.

My responsibilities include shaping our portfolio roadmap, defining new products, supporting acquisition projects, and developing go-to-market strategies in close collaboration with sales teams. I also support product presentations at trade shows, conferences, and customer meetings, conduct product training sessions, and contribute to pre-sales activities worldwide.

My focus has changed significantly over the past few years. While my work previously centered more on specific customer projects and acquisition activities, my current role is much more focused on the strategic development of our portfolio for SiC bare die and discrete products.

Today, a major part of my role involves anticipating long-term market requirements and technology trends and translating them into the right decisions for future products and portfolio development.

Many of my decisions relate to our strategic product positioning. This includes evaluating product launch scenarios and timelines for customer projects and pre-sales activities. Topics such as positioning, naming, and displaying products at trade shows and events also play an important role. Ultimately, the goal is to ensure that the right products are available to customers at the right time and with the right feature set.

A solid technical understanding of semiconductor products is essential, along with the ability to quickly assess and manage complex topics. A background in project management is equally valuable, as many activities require coordination across multiple departments.

Further crucial skills include the ability to effectively communicate and deal with complexities. As a product manager, I work closely with a wide range of stakeholders, including development, manufacturing, sales, management, and application engineering teams. Success heavily relies on bringing these different perspectives together and aligning them toward a common goal.

What I particularly enjoy about my role is the variety of topics and challenges. No two days are the same. Alongside operational tasks, I am regularly involved in strategic decisions that directly influence our future portfolio development.

Beyond that, I am fascinated by SiC: It is a relatively young and highly innovative technology that is constantly evolving and offering new application possibilities. This dynamic environment makes my job both exciting and rewarding.

Before moving into product management, I spent many years working in the field of power electronics, both in electronic control unit development and manufacturing.

Transitioning into product management for SiC products gave me the opportunity to combine this technical background with strategic decision-making while entering one of the most exciting technological fields in the semiconductor industry.

For me, successful customer relationships are built on trust, transparency, and open communication. Customers benefit from timely and well-founded feedback, as well as honest discussions about technical and commercial possibilities.

My objective is to work together with customers to identify the best possible solution for their requirements while setting realistic expectations regarding technology, timelines, and product availability.

One of the key challenges is finding the right balance between technical performance and economic viability. Factors such as chip size, performance, and cost often need to be carefully weighed against each other.

Another challenging task is coordinating differing timelines of customer projects and product development cycles. Moreover, increasing geopolitical uncertainties can impact supply chains and market dynamics. Through close collaboration and early alignment of requirements, we help customers navigate these challenges and identify practical, future-oriented solutions.

Several developments are currently shaping my work. One particularly exciting trend is the growing adoption of SiC technology beyond traditional automotive applications, including data centers, charging infrastructure, and a variety of industrial applications.

At the same time, the functionality of modern discrete devices continues to increase. Examples include bidirectional switching capabilities and integrated sensing functions such as temperature and current monitoring directly on the chip. New cell concepts and advances in integration technologies are creating further opportunities for future applications.

In parallel, increasing market competition and declining prices for SiC products are making continuous improvements in performance and cost efficiency more important than ever.

In my view, three key developments will primarily shape the market: further reductions of SiC technology costs, the ongoing growth of electrified mobility, and the increasing adoption of artificial intelligence applications.

All three trends will drive demand for highly efficient power electronics,creating new opportunities for SiC products across a wide range of industries.

For me, successful collaboration is built on cooperation, mutual respect, and personal interaction. Whenever possible, I prefer direct conversations over relying solely on emails or chat messages.

I also make sure to clearly communicate the background and objectives behind key initiatives. When people understand the purpose and value of a project, a project is more likely to be successful.

Trust, openness, and honesty form the foundation of successful collaboration. At the same time, maintaining a realistic view of feasible and practical solutions matters.

I strongly believe that long-term success results from working together as partners, sharing ideas openly, and tackling challenges collaboratively.