day 2-1 successful entrepreneurship for microsystems · ©2014 tcx inc 1 successful...
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1 ©2014 TCX Inc
Successful Entrepreneurship
for Microsystems
Rakesh Kumar, Ph.D., Life Fellow IEEE
April 7, 2015
858.945.3758
Teaching assistant – Sneha Venkatesh Yelimeli (“Sneha VY”) [email protected]
Tutor – Ashwin Raman [email protected]
Course presented at UCSD CSE 190, Spring Quarter 2015
Day 2-1
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Create product that solves a real Customer Problem…
A “must-have” for the customer …a Differentiated solution
A systematic approach to planning and execution
TEAM IDEA
PRODUCT EXECUTION
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How DIFFERENTIATE?
APPS APPS
APPS APPS
USER EXPERIENCE
Sensors SW Integration Characteristics
Power Dissipation Battery Life
…
How many APP Developers worldwide??
How much Revenue for the Developer??
…Your knowledge of Microsystems could be a key
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Anatomy of an IoT Product
…Your knowledge of Microsystems could be a key
Sensor Wireless Tx/Rx+
ADC* Processor
Battery
Mobile App
* Analog Digital Converter + Transmitter Receiver
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Market Drivers
Industry Directions & Challenges
Opportunities Innovation in Product Development
Integrated Co-Design Non-LE process
3D / MtM Fabless
Entrepreneurial
History
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Electronics Microelectronics Microsystems
a Historical Perspective
1906 Nobel prize for J.J.Thomson for the “Electron”
Vacuum Tubes in the early 1900’s
Early Addition Machine…Burroughs
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1945 ENIAC The First Electronic, Large Scale General Purpose Digital Computer …University of Pennsylvania
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1995 ENIAC-on-a-Chip …University of Pennsylvania …Van der Spiegel, et al.
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1947 Transistor Invention 1958-1959 First IC, First Planar IC
1947 Bell labs
Schokley, Bardeen, Brattain
1958 First IC, Kilby
1959 First Planar ICs, Hoerni
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1970 Intel 4004 …2.3 K Transistors Today …>2B Transistors
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We have come a LONG way!
Bill Holt, Intel ISS2012
…yet a LONG way to go!
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Market Drivers
History
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EMTM640F13-1-
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Semiconductors are everywhere -
… IC for Electronics driven systems meeting society’s needs
(Source: C. Claeys, IMEC)
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SYSTEMS Auto, Computing, Comms, Industrial, …
ELECTRONICS
SEMI
M&E ~$ 80B Materials & Equipment
~$ 300B Semiconductors
~$ 1,500B
~$ 30,000B
The Electronics System Industry
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Automotive Semiconductor content increasing
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Display Touchscreen Overlay MCU 32 bit 32 MHz 1 MB Flash64 KB RAM 16-Channel 10-bit ADC Regulator DC_DC converter Power Management IC
OMAP Processor, ARM11 Dual core 400 MHz MCU 32-bit 32 MHz 128 I/Os MCU 32-bit 400 MHz Gyroscope GPS Receiver Flash 8GB MLC Flash 4GB CD/DVD Drive
Electronics Value Chain…Auto Nav System
Chrysler 300 Hyundai Sonata
Source: IHI Electronics360 130813
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Technology
PP’s
Supplier
Customer’s
Customer
Product Product Product
PP Supplier’s
Supplier
Customer
Product Provider
Value Chain
Supply Chain
Multi-Tiers of Value Chain and Ecosystems
PCB Foundry
Packages …..
MANY Opportunities for Innovation & Electronics Development
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Example: Amazon FireTV
Sources: www.cnet.com www.ifixit.com www.icinsights.com
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The Largest Platform in the History of Mankind
Wireless
Mobile
Computing
Social Media
Mobile Wireless Evolution
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Design
Process
Package
Board
Product
Software
Let’s educate the people around us, …about our complex business
Electronics Value Chain …Smartphones
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Mobile Wireless… …The largest Platform in the history of mankind
0
200
400
600
800
1,000
1,200
1,400
2010 2014
Gaming
PC's
Smartphones
Millions
CAGR 35%
17%
11%
Source: Qualcomm Source: Qualcomm
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The New Paradigm
Mobile Connected Smarter..
The “Internet of Things”
Sensors everywhere… Healthcare
Digital Home Green Energy
…
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Healthcare applications…
PEDOMETER
BLOOD PRESSURE PULSE
GLUCOMETER
ECG SMART
BANDAGES
SMART PILLS OR INTERNAL SENSORS
WEIGHT BODY COMPOSITION
ENVIRONMENTAL SENSORS
Taking charge …many Sensors
Source: University of Michigan, Feb 2011
Millimeter-Scale Computer for Glaucoma Patients:
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Confidence
Self-Motivation
Tenacity
Understand your Limits
Healthy disrespect for Rules
Willingness to Fail
Entrepreneur Traits Checklist
Ref: Jenny Q.Ta, Founder and CEO of Sqeeqee http://www.forbes.com/sites/womensmedia/2014/09/03/checklist-of-traits-of-a-successful-entrepreneur/
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So, if you had an idea, what should you do? …entrepreneurship creation
ElectronicsIdea
End-product
~1300 fabless IC companies worldwide
Software or Board level
product
License IP
Fabless I.C. company
Internal Development
at an IDM
Existing New
Standard, Technology
Market Customer Base
..but, only a very small fraction of fabless start-
ups are successful!!
Opportunities - Entrepreneurial
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The “Productization / Commercialization” Lifecycle
Basic Applied Research Research
Project “down-selection”
Lab
Demo
Funding Market
Customer Biz Plan
…
Model Prototype
“System”/ Produce-able
Prototype Production
1 Basic Principle 2 Concept 4 5 7 9
Technology Release Levels, Ref. nasa.gov
Ang
el
VC
IPO
, M&
A
FF
F
Methodologies
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In-class Quiz 2-1
1. When was the Transistor invented?
2. When was the first Integrated Circuit invented?
3. How many Transistors on a leading edge Intel µProcessor?
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1. Introduce your Team
2. Your Entrepreneurial IDEA?
3. What Customer problem does your idea solve?
4. Who are the potential Customers?
5. Who is your Competition? How will you DIFFERENTIATE your product?
6. Who will make it?
7. How big a company do you want to build? Revenue? # people?
HW 3 – TEAM Entrepreneurial Inventory – Presentation 1 Due on Tuesday, April 14th . Be prepared to make a 3 minute presentation…we will call on all Teams