Renesas has been making some amazing strides in the SOC systems solution market. In this video, Dan Mahoney describes how management engineered a change in culture and structure to make it possible; how a shift in focus from Japan-centric to global has resulted in the seamless treatment of customers, and how turning accounting and IT systems into a strategic weapon has resulted in higher profitability, greater predictability, and more responsiveness. Renesas has completely changed marketing from a chip focus to platform strategy. He shows how this enables customers to achieve faster time to market. It explains why Renesas has more than doubled market share in the microcontroller market.