Per Andersson CEO. Tornado Market Growth A really big tornado is forming on the horizon. “Bigger...
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Transcript of Per Andersson CEO. Tornado Market Growth A really big tornado is forming on the horizon. “Bigger...
Tornado Market Growth
A really big tornado is forming on the horizon.
“Bigger than the world’s telephone network, more revolutionary than the Internet, and with the potential to create more wealth than the PC industry.”
“In our opinion, the next tornado will be the deployment of a broadband, packet-based public network.” Source:
http://www.nextgenerationnetworks.com
TerminalAccess net
or LANISP or
EnterpriseBackbone Transmission
Network Anatomy
Copper & wireless Interconnect OpticalCopper & wireless Interconnect Optical
Complexity Switching SpeedComplexity Switching Speed
= Switch orRouter
Moore’s Law
Electronics evolve exponentially• Both Logic speed &
complexity(the number of functions per chip)double every 18 months
• Driven by fabrication technology
• Demand for network capacity growths even faster!
What is microelectronics?
Chip, or Integrated Circuit, in opened package
System built from severalpackaged chips
Design to Win!
FunctionalDesign
PhysicalImplementation
Form Similar to software Patterns on silicon
Challenge ComplexityArea, power,pin-count
Key tool Architecture, i.e.,conceptual solution
Structure andregularity
Quality Powerful Simple
The Technology is a Methodology
Simple and RegularSilicon Structures
SwitchCore’sCXE-technology
PowerfulNetworking
Architectures
SwitchCore’s Unique Edge
Networking Powerthrough
Silicon Simplicity
Networking Powerthrough
Silicon Simplicity
Step-by-step development
• Four-step process• Each step results in a prototype• Simulation, evaluation and
improvement
First generation products
• CXE-16; Wire speed IP-switch/router for 16 ports running Gigabit Ethernet on single chip
• Well ahead of competition
• Complementary and companion products to address other market segments
• Limited scalability
Marketing Strategy
• Strategic Relationships– Customers– Partners– Industry Analysts– Media
• Marketing Communications (Marcom)– Contributed Articles– Quotes in Articles– Trade Shows– World Wide Web
Business Development Strategy• Focused development on the market
leaders– Build / Continue Relationships with key
decision makers at each customer site
• Provide a high interaction experience – Frequent person to person contact
• Provide prompt technical support– Have highly trained support personnel
Sales Process
• Five phases to sales process
• Each phase has a definite start and stop point
• All phases must be completed for a design win (sale) to be complete
Phase 1 - The Introduction
• Initial first level of meeting• Show non-confidential presentation• Judge level of interest and synergy• Build the groundwork for confidence
and trust in SwitchCore
Introduction
Phase 2 - The Disclosure
• Present confidential information• Exchange data sheet and customer
requirements• Receive feedback on data sheet• Show demonstration of evaluation
board
DisclosureIntroduction
Phase 3 - The Proof
• This phase gives the best indication on
the level of interest from customers
• Customer test the evaluation boards
themselves
ProofDisclosureIntroduction
Phase 4 - The Design Win
• Sample order placement from customer
• SwitchCore holds a design review with the customer on customer’s design
• Design win is announced to public
Design WinProofDisclosureIntroduction
Phase 5 - Production
• Completed testing of the customer design with SwitchCore products
• First production quantity purchase order is placed
• On-going support begins
ProductionDesign WinProofDisclosureIntroduction
The Company
Research village Ideon in Lund, Sweden– Headquarters– Design team– 32 employees
Stockholm, Sweden– Reference design– 12 employees
Silicon Valley, San Jose, CA– Worldwide sales and marketing– 8 employees