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Presentation highlighting items of the book Collaboratism for IT management
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André van de Geijn
Collaboratism
People, Processes and Profitabilityin the Semiconductor Assembly and Test Business
denotes a distinctive system of beliefs, myth, doctrine or theory that guides a social movement, institution, class or group.
-ism
collaborateis a recursive process where two or more people or organizations
work together on common goals.
Are you an enterpreneurial spirit?
yes________no_______
Are you an enterpreneurial spirit?
yes________no_______
Are you constantly thinking about how to create value and build new businesses, or how to improve or transform your organization?
yes________no_______
Are you an enterpreneurial spirit?
yes________no_______
Are you constantly thinking about how to create value and build new businesses, or how to improve or transform your organization?
yes________no_______
Are you trying to find innovative ways of doing business to replace old, outdated ones?
yes________no_______
If you’ve answered ‘yes’ to any of thosequestions, welcome to the group!
If you’ve answered ‘yes’ to any of thosequestions, welcome to the group! And this book presentation!
Create a profitable business, by optimal use of: people supported by processes,generating services or products, which differentiate from the competition.
Business Model
Profitability
Development Introduction Growth Maturity Decline
Sales
Profit
Loss
Money
Time
Investment followed by a profit.Where profit is bigger than investment.
Process ≠ Paperstack !But individual steps, supporting the creation of a product.
Products = SemiconductorsWhich end up in:Memory, Bankcards, CPU, Car-ABS etc.
Key Differentiators
1. Functionality
2. Cost
3. Quality
4. Time-to-Market
Key Differentiators Example
ABS Module priority:
1. Quality
2. Functionality
3. Time-to-market
4. Cost
Sales
Profit
Loss
Money
Time
B
C
A
The story of being too late:Cost impact with a delay in time-to-market:Bigger loss, followed by less ‘sales and profit’
Package differentiatorsNumber of connectors, package size, package technology, end-product functionality.
Package differentiator
Same function, but:
Different package
Means:
Different process
Different workflows
Different application
Processes, Workflows and Applications, are not only different, but they also interact with each other!
Processes, Workflows and Applications, are not only different, but they also interact with each other!
...and with the other aspects
WorkflowsProcesses Applications
ProcessesIndividual steps, supporting the creation of an end-product.
Some Process Examples
Building a skyscraper
Design by architect
Bill of materials
Assemble the building
Processes
Building: key differentiators
Take care of the cost, functionality, quality and time-to-market.
Is it a nomad shelter, your villa, or an office building to host 1000 employees?
Influences the processes
Building: key differentiators
Take care of the cost, functionality, quality and time-to-market.
Is it a nomad shelter, your villa, or an office building to host 1000 employees?
Influences the processes
Baking a pizza
Select the pizza you want: menu or cooking book
Collect the ingredients
Assemble the pizza and bake it!
Processes
Pizza: key differentiators
Pizza: key differentiatorsTake care of the cost, functionality, quality and time to market.
Is it going to be a ‘freezer’, take-away, or top of the shelf Roman restaurant pizza?
Pizza: key differentiatorsTake care of the cost, functionality, quality and time to market.
Is it going to be a ‘freezer’, take-away, or top of the shelf Roman restaurant pizza?
Or to improve your kid’s eating habits!
B
A
Vdd
A
Z
B
Vss
Produce a semiconductor end-product
Design the product
Processes
Produce a semiconductor end-product
Design the product
Diffuse the circuit
Processes
Produce a semiconductor end-product
Design the product
Diffuse the circuit
Assemble and test the end-product
Processes
Key Differentiators Example
ABS Module priority:
1. Quality
2. Functionality
3. Time-to-market
4. Cost
Commonality:Buildings & Semiconductors
Efficiency: it is NOT likely that a single person or company can fulfill all needed process steps by itself!
It is all based on core competences.
Collaborate
A person working on a single process, needs to know
the outputs of the previous process
the inputs of the next process
This will improve your core competence
WorkflowsProcesses Applications
WorkflowsConnect the individual process steps.
Design Di!usion Assembly/Test
Semiconductor WorkflowConnects the top-level processes.
Design Di!usion Assembly/Test
Focus on TestTest devices, and remove fail devices.
Test Quality
Inking
!
"
#$ %
&
Standard Test WorkflowBuild up by three processes.Different workflows possible.
Design Di!usion Assembly/Test
Extended WorkflowDifferent processes influence each other.
Edge Die
Ugly Die
PCM Die
Test Analysis
Quality Merge
!
"
#
$
%
&
Extended Test WorkflowBuild up by four processes, merge results of diffusion with assembly/test processes.
Design Di!usion Assembly/Test
Focus on TestTest time reduction, by parallel testing.
Test time reductionTest several products at once
Reduces costly test time
For small products
For products with long test time
Think of up to 87% cost reduction with 8 products parallel testing!
Test timereduction
This needs special hardware, to expand tester capacity.
And special software for optimized path finding.
Remember the costs Key Differentiator!
Invest to create a ‘bigger’ profit.
Application influence
One application for test
One application for merge
One application for test time reduction
Why not one application to support all !
Grinding Dicing
Wire bond Die attach
Encapsulation Marking
Final Test Trim - Form and Singluation
Tape and Reel Packaging
!
"
#
$
%
&
'
(
!)
*
Standard assembly flow
In place for many years, used for standard packages with pins.
Grinding Dicing
Wire bond Die attach
Encapsulation of an Array of Dies Instrip Test
Quality Automatic Inspection
Marking Singulation
!
"
#
$
%
&
'
(
!)
Tape and ReelMarking
*
!!
!"
Small package assembly flow
In place for few years, used for packages with terminals.
Different packages
Basic package with pins
Followed by package with terminals
Small package
Grinding Dicing
Wire bond Die attach
Encapsulation of an Array of Dies Instrip Test
Quality Automatic Inspection
Marking Singulation
!
"
#
$
%
&
'
(
!)
Tape and ReelMarking
*
!!
!"
Small package assembly flow
In place for few years, used for packages with terminals.
Workflow Option ! Workflow Option " Workflow Option #Mark the devices in the substrate. Add an identifier to the substrate. Add an identifier to the substrate.Put the substrate on an FFC. Test the devices on the substrate.
And create an electronic substrate map with the substrate identifier.
Test the devices on the substrate. And create an electronic substrate map with the substrate identifier.
Test the devices in the substrate on the FFC.
Selective marking of pass dies on the substrate, using the substrate map.
Selective marking of pass dies on the substrate, using the substrate map.
Separate the devices on the FFC. Load the substrate on an FFC. Load the substrate on an FFC.Pick and place the FFC devices in a tape.
Separate the devices on the FFC. Separate the devices on the FFC.
Pick and place the FFC devices in a tape.
Peel the devices from the FFC, and load the bulk in a sorter, which will only pick the correct marked devices, and put them in a tape.
Different workflows, one resultWorkflows for small packages depend on the available equipment: cost and time-to-market
Island automationOne application for each problem !Means high maintenance, no integration!
WorkflowsProcesses Applications
ApplicationsSupport the workflows:The lubricant that helps to run the processes smoothly.
Create User Groups
Collect Process Steps Details
Collect Business Details
Group User Needs
Create Application Land-scape
Create Roadmap
Create and Roll-out Ap-plications
Application DevelopmentWorkflow
A workflow to get the needs on the table, which support the business.
Define who does what.
Create the roadmaps.
Start the implementation.
Michael PorterCompetitive Advantage
Industry competitors
andextent of
rivalry
BuyersSuppliers
Substitutes
New entrant
AlexOsterwalder.comThe 9 building blocks of a business model
Keypartners
Cost structure
Keyactivities
KeyResources
Valuepropositions
Revenuestreams
Customersegments
Customerrelationships
Channels
User groups store their requirements in the repository.
From the repository the requirements are grouped.
Create application landscape and the roadmap.
Build applications.
Collect application requirements
Holistic Application LandscapeA landscape that looks the same for each production facility, and can easily be copy-and-paste.
Building solutions supported by the core business of others.
Reliable software.
Hardware boards for test reduction.
Collaboration tools.
Core business!
Money
Time
BasicFunctionality
IntermediateFunctionality
AdvancedFunctionality
Profit
Loss
Establish applications in phases,to support the business as soon as possible.
How to establish applications
Money
Time
BasicFunctionality
IntermediateFunctionality
AdvancedFunctionality
Profit
Loss
Collaborative activity between user groups, architects, software engineers: internal & external.
Sustainability
Different packages
Basic package with pins
Followed by package with terminals
Example
Different packages
Basic package with pins
Followed by package with terminals
Example
Wafer maps
Basic functionality
Intermediate functionality
Advanced functionality
Example
Money
Time
BasicFunctionality
IntermediateFunctionality
AdvancedFunctionality
Profit
Loss
Business model generation in a collaborative way.It’s all about collaboration
Example
Asset light & differentiators:
Easy copy and paste of applications of subcontractors to subcontractors.
First product life cycle with single die testing (time-to-market!)
Second product life cycle with acceleration hardware (cost!).
Collaboration is the key ! Design - diffusion - assembly and test.
Subcontractors: at the begin, the end, and in between the value chain.
Define the efficient cores, and let them collaborate, towards a profitable business.
Collaboration is the KEY !Design - diffusion - assembly and test.
Subcontractors: at the begin, the end, and in between the value chain.
Define the efficient cores, and let them collaborate, towards a profitable business.
Collaboratism
Collaboratism
Collaboratism
Think about the whole value chain,
Collaboratism
Think about the whole value chain,who should do what, who is good in what!
Collaboratism
Think about the whole value chain,who should do what, who is good in what!
These all create a profitable business,
Collaboratism
Think about the whole value chain,who should do what, who is good in what!
These all create a profitable business,based on efficiency and competitiveness.
Collaboratism
Think about the whole value chain,who should do what, who is good in what!
These all create a profitable business,based on efficiency and competitiveness.
The End
Collaboration =
The Beginning
“Collaboratism shows us the amazingly tight integration and collaboration between
design, test, and assembly engineers and processes in the semiconductor industry.
It’s a deep-dive into a world most of us would never see - making clear just how much genius went into making the brains of devices we unthinkingly depend upon every day.”
—Brian Behlendorf, founder of the Apache Software Foundation