TI and TQ expand partnership
“We are helping customers unlock new markets”
Texas Instruments (TI) is advancing its partner program approach, featuring TQ as one of its initial premium partners. Sonia Ghelani, product line manager for Sitara processors at Texas Instruments, and Andreas Willig, product manager at TQ-Embedded, explain the background.
Markt&Technik: Why is the partnership between TI and TQ so important?
Sonia Ghelani: TQ and TI aim to address specific customer needs and improve the customer experience in the long term. Strategic partnerships are a key lever for achieving this goal. Together with TQ, we share a clear vision. We want to combine our strengths, increase our reach, and grow sustainably for the benefit of our customers.
What does it mean for TQ to be one of the first three partners?
Andreas Willig: The fact that TQ is one of the first partners in the new program is a great honor and recognition of our long-standing, close, and trusting relationship with TI. Being invited to join the program as a premium partner confirms that our areas of expertise complement each other very well. Together, we can expand our reach and provide more focused support to our customers.
What role did the pilot phase play in developing the program?
Sonia Ghelani: Collaboration during the pilot phase was crucial. Our goal was to develop a program that would provide real value for everyone involved – TQ, TI, and, most importantly, our customers. Together, we defined the factors that contribute to the success of a customer project and leveraged our respective strengths in a focused manner.
What specific added value do customers gain from the collaboration?
Andreas Willig: Customers often have innovative ideas but face the challenge of efficiently translating them into market-ready products. By working with TI, we can offer our customers much more than any company could alone. TI provides leading-edge semiconductors and base software for SoCs. TQ complements this with system expertise, platforms, and application-specific solutions. We help bridge the gap between TI technology and specific applications. The result is comprehensive, ready-to-use solutions that help customers bring their products to market faster and more robustly, while improving quality and successfully implementing their vision.
Does this collaboration open up new markets and applications?
Sonia Ghelani: Definitely! When we work with TQ to provide solutions that reduce barriers to entry, our customers can advance their innovations more quickly and easily, allowing them to explore new areas of application. Our solutions shorten the path from idea to series production. This results in new products, applications, and markets that may not be foreseeable today.
How do you see the future of collaboration between TQ and TI?
Andreas Willig: We are very optimistic. Together, we can reach significantly more customers and accelerate the innovation process. TI provides our customers with powerful, long-term solutions, and TQ contributes its expertise in systems and applications. Together, we provide our customers with more choices, speed, and security - and this enables customers to improve and expand their end products and markets.
TQ-Systems at embedded world 2026: Hall 3, Booth 249
Texas Instruments at embedded world 2026: Halle 3A, Stand 131 / 235 / 619
