With customers in the Asia Pacific region accounting for nearly 50 percent of Geneva-based STMicroelectronics'' total sales, the company said today it has created a new ''Greater China'' region to cover the company''s operations in China, Hong Kong, and Taiwan, to be headed up by Bob Krysiak as corporate VP and general manager.

Shipments within China account for more than 50 percent of ST''s Asia Pacific volume, with the region expected to make up one-fifth of the global semico

For these reasons, ST believes the establishment of its Greater China Region is a vital step in strengthening its success in the world''s fastest growing economic zone.

Krysiak, who is currently marketing director for ST''s home, personal, and communications groups, brings to his new position a successful management track record with extensive market and product knowledge in ST''s key segments of digital consumer, telecoms, automotive, and industrial that are well aligned with the needs of the Chinese market, ST also said.

With the company since 1983, Krysiak has served in a variety of roles, from the development of advanced microprocessors to managing complex system-on-chip projects and overseeing ST''s global business in innovative consumer applications.

In September 2004, Krysiak became marketing director for the newly formed home, personal, and communication (HPC) product organization, which accounts for more than one-third of ST''s annualized sales. Products in this group range from cell phones to digital set-top boxes.

"With active support from the parent Asia-Pac region and direct involvement of its present General Manager, Jean-Claude Marquet, Bob''s new organization will be tuned to develop the local Chinese market while maintaining our well-established and close relationships with global customers already present in China," commented Alain Dutheil, COO of ST, in a statement.

"ST''s Greater China organization will be structured around market segments, supporting and protecting design wins achieved in other regions. During the initial transition period Bob Krysiak will report to Jean-Claude Marquet who will support him in defining the structure of the newly created entity," he concluded.