In this case, students must create a launch plan for a new integrated circuit that reflects the complexities of the adoption process and the power supply value chain. Power Integrations, Inc., is the world's leading supplier of integrated circuits for switching power suppliers. In 2002 the company is preparing to launch LinkSwitch, a new analog power conversion chip designed for products requiring less than 3 watts of power. Potential applications include electrical chargers for cell phones, cordless phones, PDAs, digital cameras, and portable audio devices. Advantages of the new chip included reduced weight and energy efficiency.