Strengthening Development Team in our London Lab

Engineer Christian We think we're quite unusual here at andersDX by offering our customers hardware, software and mechanical development all from our lab in London.

Recently Christian Madella joined us from Qualcomm to lead our product development efforts and support customers with their display integration needs. 


His specialisation is firmware and drivers, and he’s a very valuable resource for customers. This area sits between software and hardware, and needs strong programming skills, coupled with a clear understanding of the target hardware. Christian has this experience, and in this interview explains the reasons for his move to andersDX, and what he hopes to achieve.

You were working for an internationally recognised technology leader – what attracted you to the position at andersDX?

I think of myself as a firmware engineer, with both development and customer facing skills. The position here at andersDX for me is an exciting opportunity to be creative and harness my development skills, without losing the opportunity to interact with customers. At Qualcomm, I was a senior software support engineer – so I was primarily customer facing, but did speak to the development teams. Acting as a bridge between the customer and the developer provided me with new insights, which have enriched my thinking as a product developer.

Now at andersDX I get the benefit of customer interaction as well as the opportunity to develop – the best of both worlds.

What are your responsibilities at andersDX?

What is impressive about andersDX is that it develops its own solutions and then works hand in hand with its customers to implement them. A central part of my role is to help our customers with display integration.

Engineer testing embedded display For projects using our Embedded Display Evaluation Kits and embedded displays / HMI solution, I will be providing firmware and display driver support, and I lead the development team providing hardware design such as HMI carrier boards.

Alongside, I am evolving the Anders Embedded Display range – a concept and HMI solution developed by andersDX itself. I’m very excited about this range of products which offer a generic HMI platform that can be tailored to any application.

I’m looking to take it to the next step and build in specific features to create tailored platforms that address the needs of specific segments. The standard version will always be available, but the objective is to give customers even more of a head start with their development.


What have you brought to the andersDX team?

I’ve spent over five years as a firmware developer: so I’m neither a hardware or software guy in the traditional sense but straddle the two worlds. In my last strict development role, with QSave Group, I reviewed schematics and PCB layouts with the hardware team, and also led the technical software requirement definition. My development experience has included C/C++ Java as well as development and debugging an RTOS system on an ARM microprocessor. I’ve written kernel drivers, looked at power management for embedded mobile systems, developed a DTV platform and worked with RFIC / NFC technologies.

What trends do you see in the market?

The display is now not only part of the HMI, but often is the HMI, and has become a major differentiator in products on the market. It is getting more and more attention at the design stage. I see two emerging trends – one performance driven and the other size / power driven. The increasing quality and performance of displays in the consumer market is definitely affecting expectations in the industrial environment, creating demand for technologies like IPS and AMOLED. There is also a separate trend towards smaller size, lower power consumption and lower cost. A different set of display technologies supports this kind of design and a strength of andersDX is that it offers both.

What difference will you make to andersDX customers?

Where in the past, andersDX might have needed to go back to the display or IC manufacturer to adapt the driver or firmware, I can now do this in house, in the same time zone as the customers, giving a much faster turn-around.

I am able to interface directly with the customer, to get the best possible understanding of what they are trying to achieve, and I can look at the software and see how to modify it to deliver what they want. 

It is our development team including engineers like Christian Madella that make andersDX truly exceptional. We not only provide access to comprehensive display and HMI technologies, but the engineering capability to make those solutions work in your design. The development engineers that created our DX HMI platform and display kits work directly with the customers using them.  It’s a great model, because developers and customers learn from each other – and it creates a rewarding environment for our team so that we can hire and retain the best talent. 


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