SET NSF Final Presentation

Version: 5/23/2012

Shuvra Bhattacharyya(PI)

Chung-Ching Shen(EL)

Dean Chang(CM)

S treamlined

E mbedded

T echnologies

Total number of customerinterviews

90

Integrated Hardware and Software Solutions for Complex Sensor Networks

Click to view: SET Story Video

http://youtu.be/3d-zPtqpUG0

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OUR TEAM Chung-Ching Shen, Ph.D. (Entrepreneur Lead)

Research Scientist of Elec. & Comp. Engineering 7 years of experience in wireless sensor network research and

system development 6 years of experience in advanced embedded software

development, optimization, and testing Shuvra Bhattacharyya, Ph.D. (Principal Investigator)

Professor of Elec. & Comp. Engineering Written 6 books and authored over 200 papers Experience in industry with high-performance design

Dean Chang, Ph.D. (Mentor) Director of Mtech Venture Programs and Technology

Advancement Program CTO & GM Gaming of venture-backed, Stanford-based startup

Immersion (NASDAQ: IMMR) in field of robotics/haptics

Version: 5/23/2012

Sell integrated hardware boards and software IP for select sensor networks

Sell software components , APIs, and middleware for sensor networks

OUR JOURNEY

3/20

3/22

4/4

I-Corps begins

1st pivot

2nd pivot

Sell embedded system design tools

Sell software IP for 4G broadband for cell phones

5/10 3rd pivot

Version: 5/23/2012

BUSINESS MODEL CANVAS – VERSION 1

PeopleSoftware IP

Direct sales

OEMs (e.g., Mathworks)

VARs (e.g., Xilinx distributors)

PeopleLicense fees

Subscription fees / per seat

Service fees

Platform providers- TI (multicore/DSP)- Xilinix (FPGA)- Altera (FPGA)- NVIDIA (GPU)

Tool providers- Mathworks- NI- Agilent

Technical support and training*

Software tool development

Support / development iteration

DSP coders hate wrestling with clumsy tools that sidetrack them from solving the core, tough problems. SET automates/optimizes tools for faster, cheaperDSP designs with superior performance

TS emphasis

Forums

Online community building

Platform/Chip makers- TI/DSP, Nvidia/GPU, Xilinx/FGPA, etc.

Tool providers- Mathworks/

Matlab, NI/Labview, etc.

1D DSP developers- Telecom, SDR/CR,

WSN systems, speech, etc.

NSF I-Corps 2012 The SET Team

Version: 5/23/2012

Talked to DSP engineers/researchers across industry

Talked to Executives/Managers across industry

SO HERE’S WHAT WE DID

http://ceva-dsp.com/

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Customers don’t want to learn new tools “Big 3” have destroyed value chain

SO HERE’S WHAT WE FOUND

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OUR JOURNEY

3/20

3/22

4/4

I-Corps begins

1st pivot

2nd pivot



5/10 3rd pivot

Version: 5/23/2012

SO HERE’S WHAT WE DID

Talked to Chief Scientist level experts across 4G broadband industry

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SO HERE’S WHAT WE FOUND

But, dominated by BIG players like Qualcomm

hard for startups to break in Need $25M and “LTE guru”

$25B (TAM)Total embedded software engineering market

< $11B (SAM)LTE embedded systems (LTE infrastructure - $11B)

~ $1B (Target)(10% of SAM)

Market size looks great

Source: MarketsandMarkets

Version: 5/23/2012



OUR JOURNEY

3/20

3/22

4/4

I-Corps begins

1st pivot

2nd pivot



5/10 3rd pivot

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WHAT IS A SENSOR NETWORK?

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PROBLEMS WITH TODAY’S SENSOR NETWORKS?

Sensor nodes use too much power Unsecure sensor node communications Insufficient sensor node processing capability Unreliable wireless communication restricts

number of sensor nodes in a network

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SET OPTIMIZES SENSOR NETWORKS

With SET, sensor nodesUse less powerSupport strong security protocolsHave increased processing capabilitySupport more reliable communication protocols,

allowing much larger sensor networks

High performanceregion

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SO HERE’S WHAT WE DID Talked to customers and partners in the

sensor networks industry

ATR,Esensors,Johnson Controls, PARC,PNNL,Sigma Energy SolutionsU. of Maryland

Luna Innovations,MESO, North Dakota State U,Sensys Networks,Schlumberger,TRX Systems

ATR,BEI Technologies,Esensors,Physical Sciences

Building management

Environmentalmonitoring

Sensor providers

Surveillance

Cisco,Nokia,ObjectVideo,Texas Instruments

Automotive

Caterpillar,U. of Michigan

American International Radio,BEI Technologies,Impact Technologies,Invocon,Luna Innovations,Physical Layer Systems,Raytheon,SafeMobile

Security

Medical

Lotus PSI,Medtronic,TSI

Texas Instruments

Embedded platformmakers

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PRODUCT, VALUE PROPOSITION, AND CUSTOMERS

Companies who design and deploy sensor networksE.g., AIR, Raytheon, Eaton

Middleware and Reusable Software

Subsystems

SET Product

OEM HW components

More energy efficient, reliable, and secure

Value proposition

Customer segments

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2005 2006 2007 2008 2009 20100

102030405060708090

WS

N n

od

es

de-

plo

yed

(m

illion

s)

MARKET

*Source: ON World

Projected hundreds of millions by 2013

$12B (wireless) + $?B (wired) TAM (needs to be validated)Total sensor network market (wireless and wired)

$12B SAMWireless sensor network market by 2013

$1~3B Target (needs to be validated)Environmental monitoring, security,and surveillance

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REVENUE MODEL AND CUSTOMER ACQUISITION

Year 1:(3 Customers)

1K nodes


30K nodes


200K nodes

SET’s price $400

$400K $12M $80M


400K nodes

$160M


Subsystems

SET Sensor Node Product

OEM HW components ($100 COGS)


5K nodes

$2M

First target customers

Leverage our partners’ existing customers

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PARTNERSHIPSensor device/network companies

Embedded platform makers

Application specialists

SET

Version: 5/23/2012

POTENTIAL PARTNERSSensor device/network companies



SET

Version: 5/23/2012


Embedded system engineers

System-level software IP

Direct sales

People

Manufacture for large volume

Certification costs

Patents and sub-license costs

Sensor device/network companies



Iteratively apply, test, and optimize SET tools and processes

Iteratively develop and assess node/network solutions

More energy efficient, reliable, and secure sensor networks

Seamless integration of sensor interfaces and software subsystems

Technical collaboration

Companies who design and deploy sensor networks for

• Environmental monitoring

• Security & Surveillance


Selling integrated hardware boards and software IPs

Version: 5/23/2012


PeopleSoftware IP

Direct sales

OEMs (e.g., Mathworks)

VARs (e.g., Xilinx distributors)

PeopleLicense fees

Subscription fees / per seat

Service fees

Platform providers- TI (multicore/DSP)- Xilinix (FPGA)- Altera (FPGA)- NVIDIA (GPU)

Tool providers- Mathworks- NI- Agilent

Technical support and training*

Software tool development

Support / development iteration

DSP coders hate wrestling with clumsy tools that sidetrack them from solving the core, tough problems. SET automates/optimizes tools for faster, cheaperDSP designs with superior performance

TS emphasis

Forums

Online community building

Platform/Chip makers- TI/DSP, Nvidia/GPU, Xilinx/FGPA, etc.

Tool providers- Mathworks/

Matlab, NI/Labview, etc.

1D DSP developers- Telecom, SDR/CR,

WSN systems, speech, etc.


Version: 5/23/2012


LTE guru

Software IP

VARs (e.g. TI distributors)

Direct sales

People

PatentsLicense fee / unit

Platform/Chip makers

Integration with LTE

SET development

LTE solutions for mobile phone and tablet makers that have

higher performance,

low power consumption,

smallerfootprint

Technical collaboration Tier I

platform/chip maker companies

Tier II platform/chip maker companies


Version: 5/23/2012




Direct sales

People


?

Corporates (who need sensor networks)

Sensor node device providers

Iteratively apply and optimize SET tools


Lower energy for given functionality

Higher functionality for given energy

Small footprint


Corporate/environmental networks



Version: 5/23/2012





Direct sales

People


Selling IP per unit/design/platform

Corporates (who need sensor networks)

Sensor node device providers




Higher functionality for given energy

Optimization of the design trade-offs


Sensor network solution providers in the following markets

• Building automation



• Automotive


Version: 5/23/2012





Direct sales

People


Sensor device makers






Higher functionality (e.g., high performance processing) for given energy

Enhanced reliability


Sensor network solution providers in the following markets



• Video networks


Selling IP per unit/design/platform

Version: 5/23/2012




Direct sales

People


Certification costs

Patents and sub-license costs

Sensor device/network companies



Iteratively apply, test, and optimize SET tools and processes


More energy efficient, reliable, and secure sensor networks



Companies who design and deploy sensor networks for




Selling integrated hardware boards and software IPs

Version: 5/23/2012

VALUE PROPOSITION

E.g., ATR,Esensors,Physical Sciences


Subsystems

SET Product

OEM HW components


Companies who develop sensors

SET NSF Final Presentation

Education

Transcript of SET NSF Final Presentation