from makerspace to marketplace

© 2014 Copyright Atmel Corporation1

From Makerspace to Marketplace

Sander Arts

VP, Marketing

Atmel Corporation

2 © 2014 Copyright Atmel Corporation

• Sander Arts

• VP Marketing @Atmel

• Global citizen

• Always curious

• Twitter: @sander1arts

Who is this guy with the Dutch accent?


Palace of The Fine (Sander) Arts…

• A beautiful, historic building: 100 years old

• 1 of the 10 places at the heart of the Panama-Pacific Exhibition

• The exhibition was the world’s faire held here in SF

• Today, here we are again; celebrating makers again

14.05.2015


Here’s some insights into my philosophy…


• Atmel Corporation (NASDAQ: ATML) is a worldwide leader in the design and manufacture of microcontrollers, capacitive touch solutions, advanced logic, mixed-signal, nonvolatile memory and radio frequency (RF) components. Leveraging one of the industry's broadest intellectual property (IP) technology portfolios, Atmel is able to provide the electronics industry with complete system solutions focused on industrial, automotive, consumer, communications and computing markets.

This is our company description


This is what we sell…


What the heck? Semiconductors?

WiFi capable, 4K, Mini USB, Micro HDMI, microSD etc...


Wait. Let me try this again. Here is the GoPro3

5/14/2015Atmel - Marketing Strategic Plan 2014 - 2017


Did you know? Atmel powers the Arduino!

10 © 2014 Copyright Atmel Corporation Corporate Marketing - EMT Feb 2015

Arduino was on TV with Jimmy Fallon!

Now, that is what I call “mainstream”…

11 © 2014 Copyright Atmel Corporation 5/14/2015

Maker, AVR, Arduino

Positioning Atmel as thought leader and at the heart of the Maker movement

http://www.atmel.com/

http://www.atmel.com/


Let’s pause for a little and read this….

“By 2018, 50% of the internet of things

solutions will be provided by startups

which are less than 3 years old. We can

estimate what the internet of things will

be like now, but we know that most of the

things that will exist in 2018 we can’t

even conceive of because they haven’t

been invented yet.” Source: Gartner


Crowdfunding Dollars Raised Q1 2015

14 © 2014 Copyright Atmel Corporation 14.05.2015

Results after searching ‘Arduino’ on Kickstarter


Kickstarter….some stats from this area….


Why do we like start-ups?

We like to enable unlimited possibilities and grow together


Going from Makerspace to Marketplace

Getting something to production & the market is hard…


This is the perceived (or real?) path between Makerspace and Marketplace…

Market

Place

Maker

Space


Atmel Offers a Full Suite of Hardware

MCUs Connectivity Security

Touch IoTAutomotive


Embedded Software

Industry Partners

Online Communities

Xplained boards& HW Tools

DevelopmentTools

5/14/2015

Atmel Tools Overview

Making It Easier to Develop with Atmel MCUs

ReferenceSolutions Gallery

Fastest Time toPrototype


• Arduino environment is easy to use, but lacks certain features needed to “go pro” (debugging support etc)

• Possible to start prototyping in Arduino environment, and then move SW and HW over to Studio

From “Maker to Market”

Enable users to migrate from Arduino to Atmel

No other vendor offers this level of

compatibility!


• Studio 7 accelerates Atmel 8/32 MCU designs

• bridges the gap between maker and professional developers

• Studio 7 enables Arduino developers to migrate their Arduino sketches, including C++ projects to seamlessly move into the Studio 7 environment

• Makerspace to Marketplace!

• Studio 7 delivers a modern interface, along with improved IDE responsiveness, significantly decreasing design times for all your applications

Atmel Studio 7 – (Coming in June 2015)

Focus on performance & ease of use


Atmel Helps with the Supply Chain


YouTube

1.8M+ Total Views

127K Quarterly Views

Facebook

250K+ Likes

1M+ Monthly Reach

2M+ Monthly Impressions

44K+ Followers

22% Quarterly Growth

2.5M+ Monthly Impressions

Twitter

LinkedIn

31.4K+ Followers

Millions of impressions

Google+

6.2M+ Views

17% QoQ Growth

• Ranked #1 social semiconductor company (September 2014)

• #1 most-viewed partner in ARM’s Connected Community (2014, 2015)

• Social influence score now among the highest in the industry

Blog

Notable Accolades

Growing Network of Partners

~2M+ Views

Growing Network of Major Brands

Growing Network of Media

Growing Network of Startups

Growing Network of Influencers

Our social footprint for you to leverage


• We are building out our value proposition and will help you in ANY

possible way to become successful with your project in the market

Is there more?

Adding more pieces to our tool box as we go along…

Let’s be successful together!

• Engineering support

• Access to eco system

• Work space

• $$$

• Marketing support

• Etc….


Atmel Disruptor Program


With Atmel, your Maker to Market journey is smooth

Market Place

Maker Space

28 © 2014 Copyright Atmel Corporation 14.05.2015Multi-core, Multi-device development

Now, let me give you a few examples


What do these companies have in common?

Powered by Atmel, and leveraged the community


How it starts: Mainstream Appeal

Even the media is now taking notice of Atmel content…


BeON Home

Blogs

Memes

Tweets


Bare Conductive

Events

Tweets

Blogs

Interviews

https://www.youtube.com/watch?v=2-f-kngo7kA

https://www.youtube.com/watch?v=2-f-kngo7kA


“Atmel did a superb job of supporting our Kickstarter campaign. We loved their blogs, posts and comical, yet relevant memes in support of our product. In addition to our funding, one of the primary purposes of the campaign was to get feedback on our brand identity. Atmel helped us do this by posting our value proposition in their own words which helped us further refine our tone and positioning.”

BeON


“Ever since Atmel started to pay attention to us through their channels, we've seen a 65.7% growth in readership which has been huge for our readership and blog. We've also seen a 10% growth in our Twitter followers. Lastly, Atmel has made up for 15% of our total referral traffic.”

PubNub


"Over the past few weeks, Atmel and littleBits have developed an awesome relationship over Twitter. By helping us spread the word about all things littleBits, Atmel has brought in a swell new followers and quality engagement. We're happy that this content partnership has been working out and we look forward to continue building this relationship."

LittleBits


Here is a Recent Kickstarter Campaign Atmel helped boost

“Aside from just the development hurdles we were faced with,

Atmel also helped us promote UnaliWear which helped us achieve

our vital milestone on Kickstarter. This also provided market

validation and consumer acceptance to our product.”

Source - Jean Anne Booth, CEO of UnaliWear


A new generation of entrepreneurs is born

Remember 13-year-old Quin Etnyre from the inaugural White House Maker Faire?


Going From Makerspace to Marketplace

Quin Etnyre

Begins tinkering

Reaches out to Atmel support

Completesproject

Begins appearing in event booths

Atmel blogs and socializes

Taps into Atmel

resources

Hosts a Tech on Tour stop

Goes mainstream

Atmel endorsement

White House Maker Faire

Launches Kickstarter

Atmel promotes

Funded

Introduced to AVR Ready for Market


Don’t forget me, Quin, when you are hiring…!!


With Atmel you’ll be

launched to market

faster!


In closing…we are the Maker and Market enablers,

but the ultimate power is with you…

from makerspace to marketplace

Marketing

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arduinopositioning atmel

atmel powers

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internet of things solutions