Unternehmerseminar WS 2009 / 2010

Transcription

1 Unternehmerseminar WS 2009 / 2010 Fachbereich: Maschinenbau und Mechatronik Autor / Thema / Titel: Key Enabling Technology Business Planning Process: Product Roadmaps 1

2 Table of Contents About AIXTRON General introduction to roadmapping Example silicon equipment roadmaps Summary 2

3 Applications Enabled by AIXTRON s MOCVD Equipment LED - Lightning, Signaling, Outdoor Giant Screens High-k, Ferroelectrics CMOS Transistors, Memories Consumer/ Optoelectronics - CD, DVD, Laserprinter Telecommunication, Data Communication Fiber optics, wireless communication 3

4 What is a product roadmap? Definition A Product Roadmap is a tool to develop new products through a series of logical steps, starting from the process of idea generation and ending at the launch of the product into a market 1 Non-Opportunistic Instead of following short-term customer requests, the Product Roadmap is based on mid- to long-term market requirements, which are common to the majority of targeted customers in a specific segment. Pro-Active Therefore, the Product Roadmap helps to pro-actively build the right products in time for the market, thus reducing the number of product failures Marketing Finally, the Product Roadmap illustrates the planned development, testing, release and availability dates of products and services of a company and can be used as a selling tool in front of (strategic) customers, i.e. roadmap alignment 1 Philip Kotler: Managing Marketing 4

5 Why roadmapping? The main function of roadmapping is to provide a shared view of business in time. The rapid development of new technologies, the change in customer needs has forced to focus new product development. Product development is a inter-disciplinary (sales, marketing, engineering, finance, etc.) and time-consuming process. To minimize risk and cost for development of a new product. 3rd party independent research 1 has shown that 40% of new consumer products, 20% of new industrial products and 18% of new services related products have failed completely as products. 1 David S. Hopkins and Earl L. Baily: "New Product Pressures" 5

6 The Roadmap integrates five views Source: G. Müller, Embedded Systems Institute, NL 6

7 Example AIXTRON s Silicon Equipment Roadmaps: Market Analysis of Megatrends (3) Pentium 4 IC: 100 Mio. transistors! Source: Intel 7

8 Evolution of CMOS technology, Downscaling of dimensions Decade of materials Convergence of technologies L G 90 nm 32 nm L G 65 nm L G < 32 nm Poly Si Si Metal High-k Oxide Metal High-k Oxide SiO 2 Strained Si Si GaAs Oxide Ge Silicon substrate Continuous shrinking of transistor dimensions. Almost no change in materials. MOORE S law driven by lithography improvement. SoI substrate Conventional Si-CMOS reaches physical limits. Moore s law driven by introduction of new materials & shrinking. MORE OF MOORE Engineered substrate Si-CMOS combined with MEMS, compound semiconductors, hetero system integration, etc. MORE THAN MOORE 8

9 Example AIXTRON s Silicon Equipment Roadmaps: Product Top-down definition of market requirement for product (1) TIMING CONCEPT Q3/0Z: Expected production ramp-up of lead customer Q2/0Y: Production tool ready Q3/0X: Start process development on ß-tool Q3/0X Source: ITRS roadmap 2003 Q2/0Y Q3/0Z 9

10 Summary: Main benefits of a Roadmap 10