For decades, the semiconductor industry was driven by a very simple idea: make transistors smaller, faster, and cheaper. But today, something fundamental is changing. The industry is no longer competing only at the level of silicon. Increasingly, competition is happening at the level of systems, ecosystems, and integration. Advantest’s Dong Ong sits down with Salah Nasri, CEO & co-founder of ISIG (International Semiconductor Industry Group), to discuss how the definition of competitive advantage itself is changing and what that means for the future of the semiconductor world.