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A Capability Model for Product Development

MMEP Workshop, UoCambridge, 27jun14

Prof. Ian Phillips Principal Staff Engineer

ARM Ltd ian.phillips@arm.com

Visiting Prof. at ...

Contribution to

Industry Award 2008

Slides and Video @ http://ianp24.blogspot.com 1v0

Opinions expressed are my own ...

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Business Capability

The literature that I have surveyed refers to a Business as having a Capability (Singular), which effectively defines it Market Yet single Businesses often (usually) have several quite-different related Products and Markets

Development is seen as something that happens just once in a Products life In reality it happens several times

Research is perceived as a luxury activity; not necessary for lean-Business In reality it is necessary for all ongoing business

Innovative product is a better one than others with the same background produce. But we organise our Business Processes to encourage regularity and uniformity

... We teach this model of Business to our MBAs, despite it being wrong!

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Need: A Mechanism for enhancing human memory (Camera) Technology: ...

Lenses Fine Mechanical Mechanisms Basic Electronic Exposure Meter Plastics and Metals; and their Forming Manual Assembly 35mm Film

1998- Canon EOS Rebel GII

35mm Film Camera

System-Level Mechanical Computation

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Need: A Mechanism for enhancing human memory (Camera) Technology: ...

Digital Electronics Software Memory (NV and RAM) Lenses and Displays Analogue Electronics (Network & GPS) Sensors and Transducers (CCD & MEM) Mechanics Micro-Motors Batteries and Energy Storage Illumination Discharge Tubes Plastics and Metals; and their forming Electronic Packaging Robotic Assembly ... Technology External to the Product!

... All of these Technologies are available to 21c Businesses today ...

2014 - Canon EOS 5D

Incorporating DIGIC5+ (ARM)

System-Level Computation

‘Classic’ Computer

Q: So why couldn’t ARM make a camera to compete with Canon?

A: Because Canon has Capabilities that we don’t have in-place!

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Businesses need to Know they can make a Product before they Start Capabilities help to Manage the Risk (There’s frequently no second chance!)

Making a Product is Work; but based on Capabilities it is Known-Work! Unknown’ leads to Protracted Timescales, Blown Budgets, Lost Opportunities and Panic!

Business need and Appropriate set of Capabilities, before it commences a Product Development

... And Different Products (even Similar) may need different Capability-Sets

Capabilities Limit a Business's Product Options ... ... they are also an Entry Barrier to your Competitors

CA

PAB

ILIT

IES

Product Development

PR

OD

UC

T

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Capability – Installed Technology. In-place in business, ready for mission-critical use in a New Product Development.

Product – Delivered Functionality. Desirable, Cost-Effective, Functional, Quality

From Science to Exploitation Positioning the roles in a Business Context ...

Capability Capability Capability Capability

Capability Capability Capability

Technology Technology

Technology Science Science Science Science

Science

Science Science

UN

KN

OW

N

Unk

now

n

Concept

WO

RK

(kno

wn)

Enquire, understand & establish (Research) Exploit knowledge (D

evelopment)

Specific Product

Capabilities

Technologies

Sciences

Science – Demonstrated Fundamentals. Predictable behaviour, Encapsulated, New

Technology – Scaled-up Science. Reliable and productive enough for use in a real Product or its Process. May be New-to-All, or just New-to-You (others may have this as a Capability)

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A Capability is an Installed ‘Unit’ of Technology, such that it may be used and relied upon for Mission-Critical Business purposes. They are Installed: Reliable, Trusted, Predictable, Usable. They Cross Discipline Boundaries (HW, SW, Optics, Multi-Chip, etc) They are NOT Product Specific ... Eg: Need Fortran capability by 2016. Need to handle Logic Reliability by10nm node. Need 3D

capability to replace Moore’s Law by 2025. Need 10x power efficiency improvement by 2020. Need MP JIT Java Compiler by 2018. Need to know how to assemble MEMs by 2020

They can be Technology Answers ... Eg: How will our Industry handle the end of Moors Law? How can we increase our Customers

and their Customers Productivity? When will Transistor Reliability become a serious issue?

... Capabilities are the Foundations for Product Development ... they are established by Research (literally: “Finding out”)

The Capability Model1 of Development Capabilities are the way that Science gets into Product

1: As a technical concept, not directly described by literature.