The keynote takes place March 16 at 9 a.m., at the San Jose Convention Center.

According to Rhines, most companies try to minimize changes to the PCB design flow until something really breaks. Then it's not just a matter of design tool performance - it becomes a matter of getting the job done at all, especially with tight schedules and tough requirements for manufacturability and cost. Rhines plans to discuss changes that are already "breaking the process," changes ahead and ways that companies can address the resulting problems in PCB design flow.

"We are elated that Dr. Rhines has agreed to deliver the keynote address at PCB West 2004," said UPMG president Pete Waddell. "This year's topic will provide attendees with a unique perspective of industry changes that are no doubt already affecting how they do their jobs."

The keynote is a free event for conference and exhibition-only registrants; however, space is limited. Interested attendees are urged to register for the keynote at pcbwest.com."

Prior to joining Mentor, in October 1993, Rhines was executive vice president of Texas Instruments Semiconductor Group, sharing responsibility for component, consumer products and materials, and controls businesses. He was directly responsible for TI's worldwide semiconductor business. He is a directors of the Electronic Design Automation Consortium (EDAC). He holds a bachelor's  in metallurgical engineering from the University of Michigan, a master's and Ph.D. in materials science and engineering from Stanford, and an MBA from Southern Methodist University.

PCB Design Conference West is the premier West Coast conference and exhibition for PCB engineering, design and manufacture professionals. The 13th annual PCB Design Conference West will be held March 15-19, at the San Jose Convention Center.

The product and services exhibition, which features the leading suppliers of EDA products and services and PCB manufacturers, will be held March 16-17, opening at 10 a.m. each day.