concept dcp of nexcom distributed io pl_20160404_eric lo
TRANSCRIPT
Table of Content
Executive Summary
Opportunity and Market Share
Competitive Analysis
Value Proposition and User Scenarios
Offering Content & Roadmap
Key Component Planning
Cost Evaluation
Schedule & Key Milestones
Risks, Dependencies and other Issues
Go-To-Market Strategy
Financial Business
Summary and Recommendation
Confidential – Driving Intelligence
Executive Summary
*Product Offerings: NEXCOM EtherCAT Distributed I/O Solutions – NEIO EB-1000 Series - Positioning: - Real-time and high performance I/O solutions - Entry level spec and functionality - Cost-effective price - 4 models of Distributed DI - EB-1101-32 - EB-1102-32 - 2 models of Distributed DO - EB-1201-32, EB-1202-32
*Target Schedule: - C1: 2015/1/9 - C2: 2015/3/13
- C3: 2015/5/15, 5.5 Months for Samples
- C4: 2015/7/15 - MP: 2015/8/12
*Financial Goal: - Time to Market: 2015-Aug-12 - Time to Profit: 2016-Q3 - Forecast turnover: - 1st Year, 2015: USD 79,833 (646 pcs) - 2nd Year, 2016: USD 616,417 (4,988 pcs) - 3rd Year, 2017: USD 776,824 (6,286 pcs)
*Target Cost - EB-1101-32, EB-1102-32 - Est. Std. Cost: USD 74.4916 - BTM: USD 105 (GP: 29.06%) - EB-1101-64, EB-1102-64 - Est. Std. Cost: USD 94.1861 - BTM: USD 160 (GP: 41.13%) - EB-1201-32, EB-1202-32 - Est. Std. Cost: USD 70.4861 - BTM: USD 145 (GP: 51.39%)
Confidential – Driving Intelligence
Library – Protocol Library – Motion Control
The Building Blocks of NEXCOM Automation Solutions
Confidential – Driving Intelligence
NISE NIFE
IPPC APPC
On-board/FPGA LAN Ports
Add-on Motion Cards
CNC Controller - NControl 3rd-Party Software Automation Core
CORE VALUE
Electrical Signals
Communication Interfaces
SoftMotion
CNC
SoftPLC
Target Visue
Nex ECM
Visualization
PC-Based Automation Industry 4.0
Services (ERP, MES, CRM, SCM…)
Digitize and Connect Everything Through Intelligent I/O Systems
Keys to the Industry 4.0
Confidential – Driving Intelligence
BIG
DA
TA
Ubiquitous Sensor Infrastructure
The next step is to create a NEXCOM I/O System.
Confidential – Driving Intelligence
NEXCOM Extreme I/O system
NEIO B-1000 Series (Block I/O – EtherCAT)
NEIO M-5000 Series (Modular I/O – EtherNet/IP)
NEIO M-6000 Series (Modular I/O – Modbus/TCP)
NEIO M-9000 Series (Modular I/O – PROFINET)
The Market Status of the Remote I/O
Confidential – Driving Intelligence
Source: 2013 IHS, I/O Modules Report – 2014
Source: ADI Solution for Industrial Communications – June 2012
US$ 5,110M
Remote I/O
PLC
Ethernet Technology is practically applied in industrial applications due to the maturity of Industrial Ethernet Protocols.
Confidential – Driving Intelligence
Source: ADI Solution for Industrial Communications – June 2012
9% increasing in 2016
Source: 2013 IHS, The World Market for Industrial Ethernet & Fieldbus Technologies – 2013 Edition
Two major players cover the 60% of market share.
Confidential – Driving Intelligence
9% increasing in 2016
Source: 2013 IHS, The World Market for Industrial Ethernet & Fieldbus Technologies – 2013 Edition
60%
The Machine Builder in Germany is shifting to industrial Ethernet solutions.
Confidential – Driving Intelligence
Source: QUEST TREND MAGZINE, Nov, 2013
is potential for machine applications due to very high-performance communication characteristic.
Confidential – Driving Intelligence
Semiconductor & i Electronics i
Target Markets
Confidential – Driving Intelligence
Food & Beverage
Metal Handling
Robotic i OEM SIs &
Machine Builders
Target Application F&B Packaging Machine
Confidential – Driving Intelligence
DO: Tower Light
HMI
DI: Emergency Stop
AO: VFD DI:
Photoelectric Sensor
DI: Light Screens
AO: Heater Portion Valve
DO/Relay: Actuator
AI: Scale Meter
AI: Flow Sensor Pressure Sensor Temperature Sensor
DI: Push Buttons
DO: Indicator
DI: Interlocking Switches
Target Application Plate/Pipe Bending Machine
Confidential – Driving Intelligence
DO: Tower Light
HMI DI: Emergency Stop
DI: Photoelectric Sensor
DI: Light Screens
DO/Relay: Actuator/
DO: Indicator
DI: Interlocking Switches
DI: Push Buttons
DI: Control Panel
Target Application Semiconductor Equipment
Confidential – Driving Intelligence
Pulse, Encoder, DI and Serial
1. Brand
2. Solutions
1. Comprehensive Products
Coverage
2. Component Systems
Position of Distributed I/O Players
Confidential – Driving Intelligence
Tier 1
Tier 2
…
…
﹋﹋﹋ ﹋﹋﹋
Market Position
IA Design Oriented
IT/Measurement Design Oriented
…
0369
BrandReputation
Technology
Portfolio
Solution
Service
Market
80% Market Share
I/O Players
Confidential – Driving Intelligence
IA Design Oriented
Market Position
Comprehensive Portfolio & Certified by ETG
IT/Measurement Design Oriented
Potential Competitor
Full PC-Based Solution +
EtherCAT Master
Target Positioning
Source: EtherCAT Technology Group
Total: 41 Vendors
Product Development Strategy
Confidential – Driving Intelligence
Block+IP
Modular
Modular Modular Modular
Modular Block+IP
Block
Product Development Strategy
Confidential – Driving Intelligence
Block+IP
Modular
Modular Modular Modular
Modular Block+IP
Block
STAGE 1 Block I/O & Modular Expansion
New ID for NEXCOM Image CIS)
STAGE 2 Block I/O
IoT Enabling
STAGE 3 Block I/O + IP
Advance Product Line
BLUE SEA
Stage 3
Stage 2 Stage 1
Product Positioning and Differentiation
Confidential – Driving Intelligence
For Hash Operations
IA Features IoT Features
Cloud Services Capabilities
Market Breaker
ARM Cortex
(Aggressive Pricing Strategy)
VALUE PROPOSITION AND USER SCENARIO
STAGE 1 Product Lines – Block I/O and Modular I/O
Confidential – Driving Intelligence
The Differentiation and Competence The results of SWOT Analysis
Confidential – Driving Intelligence
Modular I/O Block I/O
Advantage: - Less engineering effort - Cost-effective per channel Disadvantage: - Lack of I/O expansion - Limit tags by PLC performance
Advantage: - Flexible I/O Expansion - Comprehensive Combination Disadvantage: - Cost high per channel and System - Limit tags by PLC Performance
NEXCOM NEIO Hybrid Design: Block I/O + Modular I/O Expansion High Performance PC-Based Automation Platform
Value Proposition and User Scenario
Confidential – Driving Intelligence
NEXCOM NEIO EB-1000 series is a block design,
- High Density I/O Points,
- Comprehensive I/O combinations,
- Easy Configuration, - Flexible Network Expansion and
- Cost-Effective remote I/O solutions with
- Real-Time EtherCAT Protocol for the industrial applications requiring distributed, - Time-Critical and Bulk I/O Data Exchange.
Naming Convention
Block I/O: NEIO EB-1000 Series
NEIO EB - X XX X - XX - XX
Confidential – Driving Intelligence
Interface: E: Ethernet
B: Block
(Reserve: W/C/B; M/P)
Protocol: 1: EtherCAT
5: EtherNet/IP
9: PROFINET
I/O Types: 1: DI - 0: DI - 5: Counter - 9: Mix Func
2: DO - 0: DO - 5: PWM - 5: Frequency - 6: Relay
3: AI - 0: AI/12bits - 1: AI/16bits - 2: RTD - 3: TC
4: AO - 0: AO/12bits - 1: AO/16bits
6: Comm - 0: Serial
8: Mix Signal - 1: DI/DO - 2: DI/AI - 3: AI/AO - 4: AI/DO
Sequence Number
Channels: 32: 32Ch
64: 64Ch
Characteristics: T: Wide Temperature I: Isolation Protection MG: Modbus Gateway
DP: Dual Power RN: Redundant Network EX: C1D2/ATEX
BECKHOFF-liked naming
Product Name
Development Strategy and Roadmap of NEIO I/O Product Lines
Confidential – Driving Intelligence
Basic I/O Offerings
2015/Q2
Comprehensive I/O Offerings
IoT I/O Solution Advanced I/O
Solution
NEIO EB-1000 NEIO EB-1000
Software
Embedded OS & Firmware
Hardware
Cloud Service (Phase 3)
Mobile APP (Phase 2)
Offering Content
Confidential – Driving Intelligence
Integrated
NARI Portal
Selection, Configuration & Layout (Phase 1) Utility for
NEXCOM Automation
Remote Intelligence
NEIO EB-1000
Block I/O (Hybrid)
Confidential – Driving Intelligence
Product Exterior Concept ID Concept of 32/64ch Block I/O
Communication Interfaces
Power Connectors
5mm Spring Terminal Blocks
LED Signals
Patent Avoiding by Phoenix Contact housing base
Block I/O – NEXCOM NEIO
Confidential – Driving Intelligence
Product Exterior Concept ID Concept of 4/8ch Block I/O
5mm Spring Terminal Blocks
LED Signals
Patent Avoiding by Phoenix Contact housing base
Block I/O – NEXCOM NEIO
Confidential – Driving Intelligence
Block + Modular Hybrid Design ID Concept of Modular I/O Extension
Series & Modularized Design
Start from 8ch to 64ch
64ch Block I/O & Communication
Interfaces
16ch Modular I/O
Power Module
Confidential – Driving Intelligence
User Scenario ID Concept of Modular I/O Extension
Flexible Combinations for
Distributed Applications
High Density I/Os for
Centralized Applications
NEXCOM PAC with Motion Control
Brief SPEC
General Nominal Voltage Supply: DC 24V
Power Input: DC 18V~31.2V
Isolation Protection: 3KV
Operation Temp.: -25…+60 °C
Relative Humidity: 5~95%
Vibration: EN 60068-2-6
Shock: EN 60068-2-27
EMC: EN 61000-6-2/61000-6-4
Mounting: DIN-Rail/Wall
Enclosure Type Rating: IP20
Approval: CE, FCC
Terminal: 5mm screw type
Communication Protocol:
Data Transfer Rate: 100Mb
Bus Interface: 100BASE-TX(2x RJ-45)
Number of Slave: 65,535
Modbus RTU/(TCP) Gateway Support
I/O Functions DI: 32/64ch, 24VDC, Sink/Source
DO: 32/64ch, 24VDC, Sink/Source
Relay: 8ch, Form A/C
AI: 16ch, 16bits, ±0.1%, 250u sec, 1K Samples/sec, 0~10/±10VDC
AO: 8ch, 16bits, ±0.1%, 250u sec, 250 Samples/sec, 0~10/±10VDC,
Counter: 2ch, 32bits
Encoder: 2ch, 32bits , Incremental
TC: 4ch, 0.1℃, 10Samples/sec, ±0.1%, K/J/T/B/R/S/E/N/L/U/C/D
RTD: 4ch, 0.1℃/F, 10Samples/sec, ±0.1%, PT/NI/JP
Confidential – Driving Intelligence
Key Features
Key Features Benefits
Block I/O and Extension Module Portfolio
Cost-effective per channel and flexible expansion for high-density I/O applications.
High-speed and Real-time Ethernet/ Backplane
Low delay and massive data transferring for time-critical application and motor/motion control.
Efficient and Reliable Network Topology
Lower installation and maintain fee.
Comprehensive I/O Combinations
Fulfill variety of industrial applications and user scenarios.
Offering Content Block I/O – NEIO EB-1000 Series
Confidential – Driving Intelligence
DI Block I/O
EB-1102-32 DI
32ch, 24VDC, sourcing
EB-1101-64 DI
64ch, 24VDC, sinking
EB-1102-64 DI
64ch, 24VDC, sourcing
EB-1151-2/8 Encoder(Counter)/DI
2ch, 32bits, Increment/ 8ch, 24VDC, sinking
EB-1152-2/8 Encoder(Counter)/DI
2ch, 32bits, Increment/ 8ch, 24VDC, sourcing
DO Block I/O
EB-1201-32 DO
500mA/ch 32ch, 24VDC, sinking
EB-1202-32 DO
500mA/ch 32ch, 24VDC, sourcing
EB-1211-8 Relay
2A/ch, 50 ops/sec 8ch, Form A
EB-1212-8 Relay
2A/ch, 50 ops/sec 8ch, Form C
EB-1251-2/16 Pulse(PWM)/DI
2ch, 24VDC, 4MHz 16ch, 24VDC, sourcing
EB-1831-4/2 AI/AO
AI: 2ch, 16bits, 10K Samples/sec, AR: ±0.1%, 0~10VDC/ ±10VDC
AI: 2ch, 16bits, 10K Samples/sec, AR: ±0.1%, 4~20mA AO: 2ch, 16bits, 10K Samples/sec, AR: ±0.1%, 0~10VDC/ ±10VDC
AI/AO Block I/O
EB-1101-32 DI
32ch, 24VDC, sinking
Serial Module
EB-1603-2 Communication
2ch, RS232/422/485 to EtherCAT Slave
Offering Content Block I/O – NEIO EB-1000 Series
Confidential – Driving Intelligence
DI Block I/O
EB-1102-32 DI
32ch, 24VDC, sourcing
EB-1101-64 DI
64ch, 24VDC, sinking
EB-1102-64 DI
64ch, 24VDC, sourcing
EB-1151-2/8 Encoder(Counter)/DI
2ch, 32bits, Increment/ 8ch, 24VDC, sinking
EB-1152-2/8 Encoder(Counter)/DI
2ch, 32bits, Increment/ 8ch, 24VDC, sourcing
DO Block I/O
EB-1201-32 DO
500mA/ch 32ch, 24VDC, sinking
EB-1202-32 DO
500mA/ch 32ch, 24VDC, sourcing
EB-1211-8 Relay
2A/ch, 50 ops/sec 8ch, Form A
EB-1212-8 Relay
2A/ch, 50 ops/sec 8ch, Form C
EB-1251-2/16 Pulse(PWM)/DI
2ch, 24VDC, 4MHz 16ch, 24VDC, sourcing
EB-1101-32 DI
32ch, 24VDC, sinking
Serial Module
Total: 13 Models
EB-1603-2 Communication
2ch, RS232/422/485 to EtherCAT Slave
EB-1831-4/2 AI/AO
AI: 2ch, 16bits, 10K Samples/sec, AR: ±0.1%, 0~10VDC/ ±10VDC
AI: 2ch, 16bits, 10K Samples/sec, AR: ±0.1%, 4~20mA AO: 2ch, 16bits, 10K Samples/sec, AR: ±0.1%, 0~10VDC/ ±10VDC
AI/AO Block I/O
Offering Roadmap Block I/O – NEIO EB-1000 Series
Confidential – Driving Intelligence
EB-1102-32 DI
EB-1101-64 DI
EB-1102-64 DI
EB-1201-32 DO
EB-1202-32 DO
EB-1151-2/16 Encoder(Counter)/DI
EB-1152-2/16 Encoder(Counter)/DI
EB-1212-8 Relay
EB-1831-4/2 AI/AO
EB-1101-32 DI
EB-1251-2/16 Pulse(PWM)/DI
2015/Q3 2015/Q3 2015/Q4
Basic Models
Advanced Models
EB-1211-8 Relay
EB-1603-2 Communication
Offering Content Software Utility – Integrated NARI Portal
Confidential – Driving Intelligence
Selection
Configuration
Layout
Integrated NARI Portal Stage 1- Windows XP and above
Development Plan The Functional Blocks of Integrated NARI Portal
Confidential – Driving Intelligence
Configuration Selection Layout Models Category
Device Container
Communication Interface
Channel Numbers
I/O Type
Property
Selected List
Check & Add
Export List
Network Scanning
Device List
Device Node
Description Status
I/O Functions & Parameters
Comm. Address &
Parameters
Check & Apply
Network Scanning
Device List
Import Geographic Images
Firmware Upgrade
Catalog Update
Layout Manager
Layout Container
Location Marking
Import/Export Layout File
Device Node
Monitor Label
Controller
User Interface
Cloud Services Update – Catalog/Utility/Firmware Backup – Configuration/Layout
Stage 3 - Microsoft Azure
Data Stream
P
roto
col C
on
trol
Data Stream
Mid
dlew
are Pro
toco
l/HTM
L5
View
Device
Integrated NARI Portal
Utility Integration and UI Alignment
Confidential – Driving Intelligence
API
IEC61131-3 SoftPLC + SoftMotion + CNC
Controller System Solution The System Architecture of NEIO EB-1000, Block I/O Solution
Confidential – Driving Intelligence
Configuration
Master Controller
Integrated NARI Portal
Key Components of NEIO EB-1000 DI/O Modules
Confidential – Driving Intelligence
Key Component New/ Existed
Component Description
Lead Time (Days)
MOQ (PCS)
Price (USD)
TR ARRAY TI:ULN2003ADR
Existing Current AMP, 8ch - - 0.1174
(C)PHOTOTRANSISTOR AVAGO:ACPL-247-560E
Existing Photo Transistor, DO, 4ch - - 0.6672
PHOTOTRANSISTOR TOSHIBA:TLP290-4(GB-TP,E
Existing Photo Transistor, DI, 4ch - - 0.8368
TTL IC TI:SN74LV245ADBR
Existing LED Buffer, 8ch - - 0.5793
(H)GAL CPLD XILINX:XC3S200AN-4FTG256C BLANK
Existing FPGA, BGA 256pin, 200K Gates, 4032cells
- - 5.4368
10/100M ETHERNET PHYCEIVER TI:TLK110PT
Existing PHY, 1ch - - 2.5345
ISOLATED POWER SWITCH LINEAR:LT8302ES8E#TRPBF
Existing 3KV Isolation Switching Power
- - 3.3682
13SEP-0901CPNL New Isolation Trasfomer, 4:1 - 100 1.2089
Key Components of NEIO EB-1000 DI/O Modules
Confidential – Driving Intelligence
Key Component New/ Existed
Component Description
Lead Time (Days)
MOQ (PCS)
Price (USD)
2278500 BC 161.6 UTHBUS BK New Housing Base 30 100 5.0646
Customized Housing for BC 161.6
New NEIO Housing TBC TBC 6.5324 (Estimated)
1704563 PST 1.3 / 10 - LV - 5.0 New Pin, 5mm, 10 poles 40 100 0.6045
1704246 PT 2.5 / 10 - PVH -5.0 New Terminal Block, 5mm, 10 poles
40 100 1.5030
Body cover molding & tooling BC 161.6 UTHBUS BK
New NEIO Housing – ME 60 Working days at least
One shot NRE
6861 (Estimated)
Top cover molding & tooling BC161.6 UTHBUS BK
New NEIO Housing – ME 60 Working days at least
One shot NRE
6208 (Estimated)
Suppliers under evaluation: MAXIM, TI, ADI
Comparison Table of MSRP And Pricing Strategy
Confidential – Driving Intelligence
(USD) 32DI 64DI 32DO
BECKHOFF German MSRP/CH $8.48 $6.57 $13.15
BECKHOFF TW Disti Price/CH $10.56 $8.18 $17.46
WAGO TW Disti Price/CH $11.52 $8.66 $12.31
Phoenix Contact TW Disti Price/CH - $12.51 $27.72
VIPA sell to NEXCOM Disti Price mark up as MSRP/CH $30.61 $26.09 $32.19
NEXCOM Global MSRP/CH $7.19 $5.55 $11.09
DR(%) NEXCOM Global VS BECKHOFF German 15.21% 15.53% 15.67%
Cost Evaluation and Pricing Strategy of NEIO EB-1000 DI/O Modules
Confidential – Driving Intelligence
Items/ DI EB-1101-32 EB-1101-64 EB-1102-32 EB-1102-64
Target Cost (USD)
74.4919 94.1861 74.4919 94.1861
ITP (USD) 105 160 105 160
GP 29.06% 41.13% 29.06% 41.13%
DR 54.35% 54.93% 54.35% 54.93%
MSRP (USD) 230 (7.19/ch) 355 (5.55/ch) 230 (7.19/ch) 355 (5.55/ch)
Items/ DO EB-1201-32 EB-1202-32
Target Cost (USD)
70.4861 70.4861
ITP (USD) 145 145
GP 51.39% 51.39%
DR 59.15% 59.15%
MSRP (USD) 355 (11.09/ch) 355 (11.09/ch)
Cost Evaluation of NEIO EB-1000 DI/O Modules
Confidential – Driving Intelligence
Item Description Unit
Cost/Week Required Units Sub-Total
RD manpower overhead
Hardware
NT$ 35,000
18 NT$ 630,000
ME 17 NT$ 595,000
SW/FW 11 NT$ 385,000
Layout 4 NT$ 140,000
Testing (QT&IRT) 14 NT$ 490,000
System (SE) 15 NT$ 525,000
PM 6 NT$ 210,000
Certification
FCC/CE NT$ 105,000 1 NT$ 105,000
Vibration / Shock NT$ 10,000 1 NT$ 10,000
Housing Tooling NT$ 500,000 1 NT$ 500,000
Prototype Cost
Samples (32Ch, DI) NT$ 2,286 40 NT$ 91,440
Samples (64Ch, DI) NT$ 2,891 40 NT$ 115,640
Samples (32Ch, DO) NT$ 2,163 40 NT$ 86,520
Total NT$ 3,883,600 (USD 126,000)
Schedule
Confidential – Driving Intelligence
P1 P2 P3 P4 P5 C0 C1 C2 C3 C4 C5
35 Working Days 57 Working Days 40 Working Days 20 Working Days
12/2 1/9 3/13 5/15 7/15 8/12 26 Working Days
5.5Months
Sample Release
1. Housing Design 2. FW Design 3. Software Design
1. SW Implement 2. FW Implement 3. EVT Planning
1. EVT with FW/SW 2. EVT Fixture 3. DVT Planning 4. DVT with FW/SW 5. DVT Fixture 6. PVT/MP Planning
1. PVT with FW/SW 2. PVT Fixture 3. Golden Sample
1. MP with FW/SW 2. MP Fixture
Pilot Run
Key Milestones
Confidential – Driving Intelligence
Critical Task / Milestones
Q4,2014 Q1,2015 Q2,2015 Q3,2015
Pro
du
ct
1. 12/2, Kick off 2. 11/24, Housing Design
1. 1/9, C1 Meeting - HW BOM Review - Cost Review - FW Design Review 2. 1/12, Outsource the Housing Molding 3. 3/6, C2 Meeting - FW Review - EVT Plan Review - Housing Review 4. 3/17 PCBA Sample + FW Integration
1. 4/9, EVT 2. 4/23, DVT 3. 5/15, C3 Meeting - Sample Review - DVT Review - PVT/MP Plan Review
1. 6/1, PVT 2. 7/15, C4 Meeting - Golden Sample Review - PVT Review - MP SOP, Fixture and Program Review.
Marketin
g
1. Draft User Manual 2. Draft Proposal of EtherCAT SoftMotion Solution Pack
1. Draft of Sales Kits 2. Implementation of Solution Kit 3. Revise User Manual
1. Finalize User Manual 2. Sales Kits 3. NPI and Promotion Program
Risks, Dependencies and other Issues
Confidential – Driving Intelligence
No. Category Risk Level Critical
Date Implication Mitigation Owner
1. Process Customized NPP flow for FW/SW development and verification
Mid C2~C4 QT, IRT, PE, SW/FW/HW RD, Schedule
PM Eric
2. Technical Build up standardized SOP and Program for EVT from scratch
High P2, C2 QT, Schedule
Recruit QT for automation product or get support from FAE Manager Ss
QT Alan
3. Technical Build up standardized SOP and Program for DVT from scratch
High P3, C3 IRT/SVE, Schedule
IRT Alan, SVE Mason
4. Production Build up standardized SOP and Program for PVT from scratch
High P4, C4 PE, Schedule PE Frank
5. Production Build up standardized SOP and Program for MP from scratch
Low P5, C5 PE Base on PVT PE Frank
6. Technical EtherCAT FPGA Compatibility High P3, C3 FW Certify by ETG or Compatible with TWIN CAT 3
FW Joey
7. Technical DI/O Signal SPEC and Functionality
Low P3, C3 HW/FW Verify with 3rd Party DI/O products
HW Simon
Risks, Dependencies and other Issues
Confidential – Driving Intelligence
No. Category Risk Level Critical
Date Implication Mitigation Owner
8. Technical Lack of SW/FW design documentation and version control
Mid P2, C2 SW/FW/HW/QT/IRT/PE
1. Agile SW Development Flow 2. SW Design template 3. Force to upload SW design documents to PLM
SW/FW Joey
10. Product New user manual and marketing materials from scratch
Mid Launch PM, Marketing, Technical Writer, HW, FW, SW
PM Eric
12. Marketing &
Business
New to the I/O market with low automation brand awareness
Low Launch Marketing Programs
PM Eric
12. Marketing &
Business Business Promotion Low Launch
PM, Marketing, Sales
Roadshow with solution selling kits and suite
PM Eric
NEXCOM offers the High Performance PC-based EtherCAT SoftMotion Solution
Confidential – Driving Intelligence
NEXCOM PAC System (SoftMotion & CNC Enabling)
NIFE Series + NEIO
NCN, NIT, ICS Channel – Asia, ICS Channel – EMEA
OEM SIs, Machine Builders
Vertical End Users: F&B, Metal Handling, Semiconductor, Robotics
MA PM Automation FAE RSM, MA PM
MA BDM, Automation FAE
Branding Activities: Tradeshows, Solution Days, Co-op Campaigns, Design Award Online Automation Media, FACEBOOK Page – NISE Automation
Sales Activities: Roadshows, SPEC in, KAs and Opportunities Management
Run-Rate Biz
Project Based Biz by IBM SME
Demand Generation (Aim: PLC-based Motion Control)
Customized, Large and Distributed Machinery
Support:
Sales & Channel:
Target Customers:
Target Markets:
Lead:
Solution Pack to Go and SPEC-in Service
KA Evaluation Program, NIFE System Promotion Program
Solution Pack to Go, FAE to your site, SPEC in Service PC-based EtherCAT SoftMotion Solution Pack with PAC Controller + HMI + Drive + Motor
Confidential – Driving Intelligence
Pipe Bending Machine
System Architecture
SoftMotion Features & Functions
Financial Business
Confidential – Driving Intelligence
Offering Name NEXCOM NEIO EB-1000 DI/O modules Type X PM Eric Lo
Schedule C1 C2
C3, Sample (EVT + DVT Finishes)
C4, Pilot Run (PVT Finishes)
MP
2015/1/9 2015/3/13 2015/5/15 2015/7/15 2015/8/12
Financial Aspect
USD
Financial Data M-BOM Cost Est.ITP Est.GP% Tooling Exp. (ME) Certification Exp. RD Man-M &Exp.
$84.3389 (DI) $70.4861 (DO)
$132.50 (DI) $145.00 (DO)
35.10% (DI) 51.39% (DO)
$16,5000 $3,742 21 $96,835
Kick-Off date Dec-2-2014 Time to Market Date Aug-12-2015 Time to Profit
Date 2016-Q3
3-Year Forecast
2015 2016 2017
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Shipment Qty Total
- 75 199 372 4,988 6,286
Channel – EMEA
- 30 80 150 2,050 2,460
Channel – AP - 17 45 84 1,148 1,492
NCN - 19 51 96 1,216 1,702 NJP - - - - - - NEU - 5 13 24 328 361 NIT - 4 10 18 246 271
NUS - - - - - -
FOB (USD) Sales(ITP*Qty)
- 9,268 24, 593 45,972 616,417 776,824
Summary and Recommendation
To penetrate the IA Market, I/O is the entry ticket. And most of the biz model is run-rate biz. Therefore, Trustworthy Quality and Rugged Reliability are the basis accumulated by time.
Target and Compete BECKHOFF with NEXCOM EtherCAT turnkey
solution. Market Breaker Strategy with - basic models - entry level SPEC - cost-effective and aggressive price - and yet QUALITY orientated products.
Confidential – Driving Intelligence
Plan DCP Position Sheet
Confidential – Driving Intelligence
Decision
(Go/No
Go/Re-direct)
Approval Item Management Committee
Comment
Product
Plan
Financial
Goal
Risk
Assessment
Name: ____________