1 november 11, 2015 when disruptive technologies meet spectrum analyzers november 11, 2015 jim...
TRANSCRIPT
1November 11, 2015
When disruptive technologies meet Spectrum Analyzers
November 11, 2015
Jim McGillivary, VP/GM Component Solutions & [email protected]
2November 11, 2015
Tektronix Overview
Component Solutions Service Solutions
Design, Validate, Characterize, and Debug Analog, Digital, DC, RF, and Video
Target customers:
• Computer & Consumer Electronics
• Semiconductor
• Military/government
• Education
• Broadcast/Cable
3November 11, 2015
RF Products in Oscilloscope Company
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Oscilloscopes
Tek Other
Spectrum Analyzer
Tek Other
4November 11, 2015
Customer & Market Feedback
4
Customer VOC Customers need to add RF to their
products (IoT)
“Can’t afford a Spectrum Analyzer”
“I don’t understand RF”
“I don’t need to test my RF”
EMI Test Labs “1/3 of devices in for
testing don’t have functional RF”
$500/hr to debug
IMS Tradeshow
5November 11, 2015
New Architecture
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Digital Signal Processing
Display • Mfg Cost: 10x lower• Development Cost: 5x lower• Project Time: < 1 yr.• Expect <1% annual failure rateComputer
USB 3.0
• Mfg Cost: High• Development Cost: High• Project Time: 3-4 years• 10% annual failure rate
A/DX
Clock
Digital Signal Processing
Conventional Spectrum Analyzer/Vector Signal Analyzer
Input Filter
Step Attenuator
~
Display
Computer (internal to instrument)
Major disruptors: USB3.0 speed and low cost processing power in i7 processors
6November 11, 2015
Launch Results - Disruptive $3500 Spectrum Analyzer
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• Simple demo and face to face channel launch – EXCITEMENT!
• Fast sales cycle – 15 Minutes
• Fantastic Digital Marketing Results• 20,000 home page hits • 35,000 blogger views• >8 Million impressions
• Unexpected applications opening new markets
7November 11, 2015
Unexpected Customer Learnings
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• Weight and portability - big benefit• Lower level API interest• Multiple units together• In person demo• Home use• Software developers on RF
products love it
8November 11, 2015
Next Steps – Many Opportunities to Grow
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Add Applications
Pric
e
Performance
Traditional
Disaggregated
Increase Performance
9November 11, 2015
Lessons Learned
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Smartphones/tablets trained market to accept disaggregation
Software differentiation – pay attention to architecture
Become “The Standard” – especially software
Move fast – Startup mentality – Test assumptions quickly
Disruption validated by end customers seeing real products
Sales/Channel see customer’s reaction before believe
Jim McGillivary, VP/[email protected]