how to be an entrepreneur in information and ...lampe/fettweis/gf ubc green visiting prof... · how...
TRANSCRIPT
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Vodafone Chair Mobile Communications Systems, Prof. Dr.-Ing. G. Fettweis
How to be an Entrepreneur in
Information and Communications Technology
Gerhard Fettweis – Green Visiting Professor – UBC
– Vodafone Chair Professor – TU Dresden
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Gerhard Fettweis Slide 2
The Best or Worst of Engineering?
Innovation ?!
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CISCO Mobile Data Forecast (2010)
2009-10-06 Albrecht Fehske Slide 3
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Conclusions
TU Dresden Gerhard Fettweis Slide 4
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Vodafone Chair Mobile Communications Systems, Prof. Dr.-Ing. G. Fettweis
Startup Experience
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TU Dresden, 2010-06-28 Steffen Watzek Slide 6
The Vodafone Chair„s Startup History
2002
2007
1999 OnDSP™ based WLAN chip-sets
2000 SON systems
2003 LTE FDD & TDD test mobile
2004 Module and reference board design
2005 MPSoC semiconductor IP
2007 Wireless embedded technology
2008 Network performance measurement
2008 LTE Cellular Technology Provider
2010 Satellite Communications
freedelity
2006
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© 2001/2 Systemonic
Stroh / p 7
Systemonic, Inc.
San Jose, CA, USA
Systemonic AG
Dresden, Germany
Systemonic AG Company Profile
Fabless Semiconductor Vendor
Founded: July 1999
Funding:
$ 5M / € 5M Round One,
$30M / €35M Round Two
Investors: ATLAS Venture, APAX, Krone mt., Robertson Stephens, Lehman Bros, Raytheon, Sony Venture Capital Europe, TBG
Acquired Complete Radio Solution from Raytheon Company in Oct 2001
Offices:
Dresden, Germany
San Jose, CA
Marlboro, MA
Head count ~100
74 patents / pending
San Jose
Dresden
Boston
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World leading Automatic Network Planning & Reporting
tool vendor
Based in Dresden, Germany
Expansion
Revenue growth 100% p.a. since 2001
FY05 ~30 permanent staff
USA office opening Q4 2005
Customers, Partners
Sole supplier of ACP to Vodafone Group
33 customers in 17 countries
Distributor network, technical partnerships
Radioplan GmbH
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Signalion GmbH
All rights reserved.
Signalion – Wireless Products with Focus on LTE
Company
USPs References (excerpt)
Signalion offers wireless product development
services and specific wireless products with focus
on LTE
Within the range of LTE testing Signalion provides
high-quality test equipment for operators, infrastructure
manufacturers and terminal manufacturers
Today Signalion develops specific and customized
wireless products and solutions for different
application areas such as industries, military,
medicine etc.
Leading edge LTE know-how from more than
seven years LTE Test & Measurement (T&M) product
design and customisation
Development and customization of wireless products
based on existing Signalion core technology and IP
Deep knowledge in testing and verification of
wireless products, systems and networks
Signalion offers own fully customizable T&M
equipment
2003 2005 2007 2009 2011
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Custom Engineering
Customers are:
· local, nationwide and global companies
· research labs and Universities,
in the fields of:
· wireless communications
· medical care,
· semiconductor industries,
· audio processing,
· control and robotics.
problem
analysis
system structuring
and partitioning
hardware
prototype software
mass
production
We provide customers with system solutions on board level.
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July 2007 11
Developed super-scalar task-level programming
Run-time code mapping to multi-core architectures
Example: Tomahawk‟s H.264 implementation
Acquired by Signalion in July 2007
Dresden Silicon
Processor
… DSP … Hard-
ware Core …
Task A
Task B
Task C
Task D
Sequential C Application Multi-core Architecture
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12 Freedelity
2007/09/26
freedelityFreedelity GmbH
Our mission
“Become a leading manufacturer for point-to-point wireless
links with high Quality of Service.”
Latest Startup of the Vodafone Chair – Founded in June 2007 by Marcus Windisch, Peter Zillmann, and Gerhard
Fettweis.
– Team received several awards at FutureSAX business plan contest.
Product applications
– Cellular backhaul links
– Industry automation
– Professional multimedia systems
– Car-2-Car & Car-2-Infrastructure communications
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RadioOpt: Subscriber Centric Monitoring
Core Network
Femto Cells
2G - GSM
BSC
3G - UMTS
RNC
4G - LTE
SIM applets
SIM applets
SIM applets
Correlation
of QoS and
QoE
Roaming
Revenues
Device
Issues
Indoor
Coverage
Customer
Experience
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14
Blue Wonder – The LTE-IP Company
Delivering certified and tested LTE Layer 1 IP and SW
Lowest power
Smallest die size
Wireless modem developer based in Dresden, Germany
Founded December 2008
Team of 50 - Well funded
Developing wireless modem semiconductors since 1999
Systemonic → Philips → NXP
LTE, WLAN, Bluetooth, TVoM, UWB, WiMax
LTE
1st Generation LTE demonstrated at MWC 2008
2nd Generation LTE available since February 2010
Cost - Risk
Modem Size
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WWW.INRADIOS.COM
Customer oriented Satcom Solution
Consulting
• System Analysis
• Project Management
• Link Budget
• PHY Optimization
• Test Campaign Planning
Simulation &
Demonstration
• Linklevel Simulations
• FPGA Demonstrator
• Performance Monitoring Hardware & Small
Series
• Modem Small Series
• Maintenance & Support
5 10 15 20 25 30 35 40 45 50 -25
-20
-15
-10
-5
0
PS
D
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Vodafone Chair Mobile Communications Systems, Prof. Dr.-Ing. G. Fettweis
Some Generic Lessons Learned
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Gerhard Fettweis Slide 17
Louis Gerstner: Select Well
There are 4 kinds of people
Those who make things happen
Those to whom things happen
Those who watch things happen
Those who don‟t even know things are happening
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Jack Welch: A/B/C
C
10%
B
70%
A
20%
performance
distribution
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Jack Welch: A/B/C Employees
You don’t want to be C – do you?
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When You are “C”: VC‟s View
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Gerhard Fettweis Slide 21
Best In Class Students
“Walk on water” mentality
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Gerhard Fettweis Slide 22
Technology
10 years ahead of productization
Timeline
Research
Standardization
Development
Product
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Gerhard Fettweis Slide 23
Sales
Evangelization instead of product delivery
Realize: There is no rational reason for
anyone to buy anything from you
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Gerhard Fettweis Slide 24
Head Start
Technology new, USP, & available
(unfair competitive advantage)
or
Sales channel new, USP, available?
Network cooperation partners & customers
People bright & nothing to loose
Role model
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Vodafone Chair Mobile Communications Systems, Prof. Dr.-Ing. G. Fettweis
As Professor at a University
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TU Dresden Gerhard Fettweis Slide 26
Mission
Provide leading research results teaming with
academic and industrial partners
Create a great resource of human capital
Projects shall enable chair members to startup their
own company
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TU Dresden Gerhard Fettweis Slide 27
Silicon Saxony Region
A Growing Network of +600 Players
No.1 semiconductor/ICT site in Europe EUR 10B revenue
150 startups (Robotron/ZMD & TUD)
20x90km corridor
Major players
Major R&D TU Dresden with 35000 students
Fraunhofer with 14 institutes, 1500 employees
Max Planck with 3 institutes and 600 employees
Leibniz Gesellschaft with 4 institutes and +2000 employees
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TU Dresden
GS
85
105
88 83
105
213
288
307
344 340
0
50
100
150
200
250
300
350
400
2005 2006 2007 2008 2009
TUD TU-9 gesamt
Anzahl der deutschen und
internationalen Patentanmeldungen
Jahr
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The Communications Systems Research Team
at TU Dresden
xxx
Siemens Chair
Mixed Signal ICs
René Schüffny
Comms Networks
Ralf Lehnert
Numeric Opt.
Andreas Fischer
Micro-Packaging
Klaus Wolter
Vodafone Chair
Mobile Comms
Gerhard Fettweis
RF Circuit Design
Frank Ellinger
Circuit Modeling
Michael Schröter
Computer Architecture
Wolfgang Nagel
Comms Theory
Eduard Jorswieck
RF System Design
Dirk Plettemeier
Operating Systems
Hermann Härtig
Entrepreneurship
Michael Schefczyk
TU Dresden Gerhard Fettweis Slide 29
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The Team • 30 Ph.D. students
• 25+ Master students
• 4 sen. scientists
• 1 post-doc
• 1 professor
• 1 project mgr
• 2 secretaries
• 4 engineers
at TU Dresden Key Facts and Figures
TU Dresden Gerhard Fettweis Slide 30
Accomplishments • Scientific:
• 52 Ph.D. grads
• 200+ Ms. grads
• 500+ publications
• 5,000+ citations
• 150+ patent appl.
• 40+ patents granted
• 25+ patent families
Project Funding/Partners
IPP Sponsors
• Innovation:
• 9 spinouts
• 200 engineers
• Funding:
• M€ 35+ Chair
• M€ 45+ VC
• M€ 250 projects
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The Vodafone Chair at TU Dresden Academic and R&D Network in Europe
TU Dresden Gerhard Fettweis Slide 31
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The Vodafone Chair at TU Dresden Global Academic and R&D Network
TU Dresden Gerhard Fettweis Slide 32
UC Berkeley
Stanford
IIT Madras IIT Kharagpur
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Vodafone Chair Mobile Communications Systems, Prof. Dr.-Ing. G. Fettweis
Bootstrapping
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Cooperation and Research Transfer
University:
World-Class Research
Large Multi-National
Corporations
World-Class Hidden
Champions
TU Dresden Gerhard Fettweis Slide 34
Teaming-Up
for World-Class
Leadership
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Gerhard Fettweis Slide 35
Traditional University-Industry
Relationship
$ $ $
$ $
$
Industry University
$
From Dr. Armin Wieder
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TU Dresden Gerhard Fettweis Slide 36
%
University
$ $ $
$ $
$
VC Startup
%
$
$$
University Startup Model – US Version
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Gerhard Fettweis Slide 37
But
Y2K brought a shock-wave
VCs are scared
VCs want secure investments
Today VCs want
Existing customers
Existing products
Existing teams
Not the standard model for university spinouts within EU
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Gerhard Fettweis Slide 38
Desparate Need for Experience
Problem:
University spinout team has never built a product
University spinout team has never sold a product
Product maintenance
Possibility:
Start with consulting services
Start with project business
Learn the way your customer thinks
Learn how to manage revenues
Become established (brand name recognition)
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TU Dresden Gerhard Fettweis Slide 39
%
University
$ $ $
$ $
$
customer Startup
Product
Delivery
$
$$
University Startup Model – EU Version
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Vodafone Chair Mobile Communications Systems, Prof. Dr.-Ing. G. Fettweis
A Startup Generation Model
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German Ph.D.: Management Training
Human Resources
Hiring Supervising Releasing
Project Management
Planning and task definition
Delegation On-time delivery
Sales Project
definition Presentation & defense
Acceptance
TU Dresden Gerhard Fettweis Slide 41
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Important Skills
Learning Leadership
Learning Management
Learning Interaction
TU Dresden Gerhard Fettweis Slide 42
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Germany„s Time Line
1990-2010
• Greenhorn startup era
• Producing entrepreneurs
2010-2020
• Generating startups with high growth potential
• Using repeat entrepreneurs
2020+
• Generating real VCs
• The beginn of a real startup economy
TU Dresden Gerhard Fettweis Slide 43
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Dresden„s Time Line
TU Dresden Gerhard Fettweis Slide 44
1990-2010
• Startups due to job loss
• Tech startups
• Producing entrepreneurs with high flyers
2010-2020
• Generating startups with high growth potential
• Usign repeat entrepreneur high flyers
2020+
• Generating real VCs
• A Bright economy
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Ph.D. Output & Current Employer
TU Dresden Gerhard Fettweis Slide 45
2001 1 Jürgen Deißner, Actix, Dresden 2006 27 Katja Schwieger, ATMEL Dresden
2 Michael Schmid, ATMEL, Dresden 28 Thomas Richter, freelancer, Großthiemig
3 Andre Noll Barreto, Nokia, Brazil 29 Michael Löhning, Signalion, Dresden
4 Tim Hentschel, Signalion, Dresden 30 Pablo Robelly, Rohde & Schwarz, Munich
5 Volker Aue, BluWo, Dresden 31 Oliver Prätor, Webasto, Hildesheim
6 Jens Jelitto, IBM, Switzerland 32 Hendrik Ahlendorf, ZMDI, Dresden
7 Jens Voigt, Actix, Dresden 33 Vladimir Nikolajevic, telerob, Stuttgart
2002 8 Branimir Stantchev, EC, Brussels 2007 34 Marcus Windisch, Freedelity, Dresden
9 Dirk Sommer, Bay9, Dresden 35 Nadja Lohse, Roth&Rau, Dresden
10 Matthias Stege, Signalion, Dresden 36 Thomas Deckert, Signalion, Dresden
11 Ulrich Walther, Signalion, Dresden 37 Ernesto Zimmermann, RadioOpt, Dresden
12 Achim Nahler, Signalion, Dresden 38 Frank Schäfer, freelancer, Dresden
2003 13 Frank Engel, Cochlear, Sydney 39 Peter Zillmann, Freedelity, Dresden
14 Matthias Weiß, BluWo, Dresden 2008 40 Carsten Unger, Signalion, Dresden
15 Matthias Henker, Signalion, Dresden 41 Ting-Jung Liang, INRADIOS
16 Shiro Kobayashi, Asahi Kasei, Japan 42 Jie Guo, sabbatical, Hamburg
17 Attila Römer, ATMEL, Dresden 43 Shahid Khattak, COMSATS, Abbottabat, Pakistan
18 André Zoch, Signalion, Dresden 44 René Habendorf, RadioOpt, Dresden
19 Thorsten Dräger, Signalion, Dresden 2009 45 Marco Krondorf, INRADIOS
2004 20 Jörg Kühne, Actix, Dresden 46 Peter Rost, NEC Research, Heidelberg
21 Wolfram Drescher, BluWo, Dresden 47 Steffen Bittner, INRADIOS, Dresden
22 Gordon Cichon, nVidia, San Jose, CA 2010 48 Marcos Tavares, Alcatel-Lucent, USA
2005 23 Patrick Herhold, Boston Consulting, Munich 49 Patrick Marsch, TU Dresden
24 Ralf Irmer, Vodafone, UK 50 André Fonseca dos Santos, Alcatel-Lucent, Stuttg
25 Michael Hosemann, Cambridge Consultants, UK 51 Björn Mennenga, TU Dresden
26 Denis Petrovic, Rohde & Schwarz, Munich 52 Andreas Frotzscher, Alcatel-Lucent, Stuttgart
? Bastian Ristau
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Gerhard P. Fettweis
4 Senior Researchers
27 Ph.D. students
Support Team 2 Leaders
10 staff Project office
IT Lab Team
Spinout Team „High-Tech Startbahn“
Legal Finance
HR Tech Scout
BD
9 Startups
4 Exists 5 in operations
Administrative Office
TU Dresden Gerhard Fettweis Slide 46
From Student to Entrepreneur
My Setup
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TU Dresden Gerhard Fettweis Slide 47
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TU Dresden Gerhard Fettweis Slide 48
Systemic Approach to Develop
Performing HighTech Companies
HighTech
Startbahn
Netzwerk e.V.:
started in
Q2 2010
Incubator R&D:
Grant Received in
July 2010 for a 3
year R&D project
Funds:
Under development
to become active in
2011
Incubation
Company:
Set up planned for
2011
JOIN US!
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TU Dresden Gerhard Fettweis Slide 49
Incubation Modell under Review
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Vodafone Chair Mobile Communications Systems, Prof. Dr.-Ing. G. Fettweis
Conclusions
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Startup Classification
Experienced & SME Model
Green & SME Model
Experienced & VC Model
Green & VC Model
TU Dresden Gerhard Fettweis Slide 51 TU Dresden, 2010-06-28
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
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Gerhard Fettweis Slide 52
Conclusions
Focus
Team Spirit: Joint goal oriented work
Open for change
Product interfaces: keep it as simple as possible
Daily questioning of everything
Desperately looking for customers
Scottish stinginess Spend money wisely
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Vodafone Chair Mobile Communications Systems, Prof. Dr.-Ing. G. Fettweis
Thanks to UBC for inviting me as Green Visiting Professor !
Thanks to Vodafone for 16 years of continued support !
www.vodafone-chair.com
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TU Dresden Gerhard Fettweis Slide 54
Erste Welle
Ice Breakers
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TU Dresden Gerhard Fettweis Slide 55
Zweite Welle
Encouraged
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TU Dresden Gerhard Fettweis Slide 56
Ernte
Repeat
Entrepreneurs