Pros
The core product is excellent and practically sells itself. Strong customer base, great management, friendly office, and a tech savvy & relational customer support team. Special shoutout to the FAE/SE team for being incredibly experienced and a lifesaver to the sales organization.
Kontras
The company invested heavily into a new product line that is ahead of the curve and doesn't have a great market fit yet. Free IDEs on the market are becoming better each year and have better UX design, which is luring away younger engineers and buyers from the market. IAR has the competitive edge of legacy & experience, but it's going to need to make some big changes moving forward to continue to be relevant.