At embedded world 2026, Editor Mick Elliott spoke to Nigel Watts, Founder and Managing Director, Trailing Edge Technologies and Searching For Silicon.
Watts outlined how his two ventures are addressing evolving challenges in the semiconductor market – particularly around component obsolescence and demand generation in an increasingly complex, AI-driven landscape.
Watts explained that Trailing Edge Technologies was established around 15 months ago as a specialist representative for obsolete and end-of-life semiconductor components. Working closely with partners such as Flip Electronics, the company focuses on sourcing hard-to-find components – an area that has seen heightened demand due to ongoing geopolitical shifts and supply chain disruptions. According to Watts, these global dynamics have accelerated the need for reliable access to legacy components, positioning the business well within a growing niche.
In contrast, Searching for Silicon represents a more forward-looking initiative. Rather than acting as a traditional representative, it operates as what Watts describes as a “digital demand creation engine,” powered by artificial intelligence. At the core of this is its proprietary programme, Identify AI, designed to help semiconductor manufacturers and partners discover, engage, and nurture new customer relationships.
Watts highlighted a key industry challenge: connecting with new engineering contacts and decision-makers has become increasingly difficult. Identify AI addresses this by using advanced algorithms to analyse market data, identify relevant companies and individuals, and initiate engagement through platforms such as LinkedIn. The system then builds relationships over time by delivering tailored content and product information, effectively guiding prospects from initial contact through to potential design or procurement opportunities.
A standout feature of the platform is its ability to generate a continuously evolving, “organic” contact database. Each campaign contributes new, relevant contacts, with the database currently expanding by approximately 4,000 to 5,000 entries per month. Unlike traditional static mailing lists, this database remains dynamically updated through social media integration, ensuring accuracy as contacts change roles or organisations.
Watts also shared early results from pilot programmes launched in early 2026. In one example within the thermal management sector, a limited dataset of just over 100 companies was expanded into nearly 1,000 qualified contacts through AI-driven profiling and outreach – demonstrating the platform’s ability to significantly scale market reach.
Ultimately, Watts emphasised that success lies in closing the loop between data, outreach, and customer engagement. While AI-driven contact generation is powerful, it must be combined with meaningful follow-up and support. By integrating media, outreach, and partner services, both Trailing Edge Technologies and Searching for Silicon aim to deliver a complete, end-to-end solution for modern semiconductor sales and marketing.
