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companies can use the results of independent surveys as a check against their own proprietary surveys. Armed with such knowledge, you will be able to differentiate your products in function, packaging, pricing, and channel availability to appeal uniquely to your targeted market niches. If perpetual polling of your customers seems like a lot of trouble, well, it is. But so, in their day, were marketing, corporate communications, employee training, advertising, and a whole host of other operations the modern company now sees as a necessary part of doing business. It is precisely at transition moments such as this when industries literally reshuffle their key players. At times like this when adaptive new firms gain industry leadership and established ones go out of the race. I think just such a moment has come, and success will go to those firms flexible enough to make the changes required. What are some of those changes? «'^^Many consumer-oriented companies (which is where I think the computer and communications industries are headed) have spent years building profiles of customers to the point where today they are able to extract samples 5/22/91. 11:28 AM Page 11
from their data bases that are statistically representative of types of users, regions, users of specific channels of distribution, etc. Some of you today use statistical tools and concepts to analyze product defects and track production quality. You can, and I believe you must, use similar techniques in marketing. Begin to orient your marketing personnel towards an appreciation of the power of statistically-valid extrapolations of customer information from small to large universes. You will begin to hire statisticians and train them in the intricacies of your businesses. You will begin to team marketing, statisticians and engineers together to evaluate and analyze results from your own as well as surveys purchased from independent sources. You will begin to determine which universities have the strongest syllabi in these areas of new interest, just as you have done for such a long time in engineering. You will begin to form new links between yourselves, your computer and communications customers, and their end users to determine how best to differentiate your products so that what you provide is what they want and 5/22/91, 11:28 AM Page 12
Page 1 and 2: European Semiconductor Industry Con
Page 3 and 4: 1991 EUROPEAN SEMICONDUCTOR INDUSTR
Page 5 and 6: 1730 1930 2030 FRIDAY, May 31 0845
Page 7 and 8: Dataquest n n ^(oinpanyof aioinpany
Page 9 and 10: Dataquest n n ^^companyol a company
Page 11: PANEL SESSION 2: Services: The Next
Page 16 and 17: WELCOME AND CONFERENCE INTR0DUCTI01
Page 18 and 19: ofit Through the Silicon Cycle: The
Page 20 and 21: $000/MIPS 16 14 12 10 8 6 4 2 1 MB
Page 22 and 23: "Your computer and communication cu
Page 24 and 25: Quality Customer Service Customer S
Page 26 and 27: "IVs too expensive to lose a custom
Page 28 and 29: SEMICONDUCTOR CONFERENCE May 29-31,
Page 30 and 31: profitability. decline Is the mirro
Page 32 and 33: emarkable fact being that in 1990 s
Page 34 and 35: Executive Officers of your companie
Page 36 and 37: (^^no escape the commodity trap, ma
Page 40 and 41: what they will pay a premium to get
Page 42 and 43: were Motorola, Analog Devices, and
Page 44 and 45: DataQuest n n aaimjanyjsf The Oui>&
Page 46 and 47: TEN YEARS OF SERVING THE SEMICONDUC
Page 48 and 49: Dataquest n n a company of l U i Th
Page 50 and 51: This presentation was not available
Page 52 and 53: Lrofit Through the Silicon Cycle: T
Page 54 and 55: [PRODUCTJ © [ BOX SELLING COMMODIT
Page 56 and 57: 1. THE MAJOR CHANGE TO MEET THE MAR
Page 58 and 59: MANAGEMENT TRIANGLE COMMUNICATE THE
Page 60 and 61: GET OWNERSHIP OF CHANGE SPONSOR OWN
Page 62 and 63: DataQuest nn J^^F*^^ Tfic Du n & Bi
Page 64 and 65: EUROPEAN SEMICONDUCTOR MARKET OVERV
Page 66 and 67: EUROPEAN SEMICONDUCTOR MARKET OVERV
Page 68 and 69: WORLDWIDE SEMICONDUCTOR FORECAST BY
Page 70 and 71: ;gnr^ Value (£) Percent (%) EUROPE
Page 72 and 73: ECU Annual Growth Rate European Sem
Page 74 and 75: AGENDA Memory Market Analysis Memor
Page 76 and 77: ECU Millions 2,500 (ftOOO^ 1,500 1,
Page 78 and 79: EUROPEAN MOS MEMORY MARKET 1995 Sal
Page 80 and 81: SUMMARY Price/bit erosion slowdown
Page 82 and 83: TOP TELECOM MANUFACTURERS WORLDWIDE
Page 84 and 85: REQUIREMENTS FOR SUCCESS IN ASIC
Page 86 and 87: Percent 100% 75% 50% 25% European M
Page 88 and 89:
SUMMARY • Mixed signal CBIC needs
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Jrrofit Through the Silicon Cycle:
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E-0 SPAIN SPAIN VEM EXTENSION 504.8
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A-O ANDALUSIA ANDALUSIA EXTENSION 8
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c M-0 MALAGA MALAGA PROVINCE I3J]\I
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M-2 (b) MALAGA PARTICIPATION OF IND
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L C MALAGA UNIVERSITY FACULTIES Tec
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L ( P-1 (b) J ANDALUCIA TECHNOLOGY
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C ANDALUCL\ TECHNOLOGY PARK TECHNIC
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P-8 ANDALUCU TECHNOLOGY PARK COMPAN
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Lrofit Through the Silicon Cycle: T
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ofit Through the Silicon Cycle: The
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AGENDA A Case History of the '80s:
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PRICE FORECAST FOR LCD MODULES us D
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VIDEO-CONFERENCING International st
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9 8- 7- 6- 5-^ 4- 3- 2- 1- 0 -L MUL
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1960s 1970s 1980s 1990s 2000 CONCLU
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Grasping ASSPs & Making Money Doug
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GEC PLESSEY SEMICONDUCTORS PROFIT A
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GEC PLESSEY SEMICONDUCTORS 7 MANUFA
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GEC PLESSEY SEMICONDUCTORS GEC PLES
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GEC PLESSEY SEMICONDUCTORS GEC PLES
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GEC PLESSEY SEMICONDUCTORS ASSPs AP
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GEC PLESSEY SEMICONDUCTORS The futu
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GEC PLESSEY SEMICONDUCTORS A FINAL
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[>ataQuest n n ^amfanyof The Dun &
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SMART CARDS Marc Lassus President G
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ABSTRACT SMART CARDS - A NEW CHAPTE
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What is happening is the advent of
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SMART CARDS -FRENCH PUBLIC TEEPHONE
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1. BANKING SECTOR As said above it
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SMART CARDS • BANKING - M • SEC
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SMART CARDS - ENCRYPTED TELEVISION,
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It will be possible to call(and to
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SMART CARDS - PATIENT RECORD M n RE
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Ill -SMART CARDS : THE TIP OF THE I
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.US, issuer secret code Secure the
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THE CHALLENGE FOR SEMICONDUCTOF^ MA
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Multi-media: Virtually a Reality To
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",11 OI loial 30 20 10 - • , ;
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Video in a workstation scruL'ii vid
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Dataquest n n aampiTiyjiS 3 uxnpany
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MULTICHIP MODULES: A VEHICLE FOR IN
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Number of I/O Pins 1000 100 1960 TR
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DESIGN CAD TOOLS INADEQUATE PC Boar
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WIBJII^W. . . WHAT IS THE SOLUTION?
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DataQuest acofnpanyoF The Dun & Bra
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ZETEX—MAKING THE WORLD OF DIFFERE
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Continued/ -2- For those involved i
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Continued/ -4- The European compone
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DataQuest n n atonyfamot ^^B U j l
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SEMICONDUCTOR START-UP COMPANY STRA
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INFORMATION STORAGE DEVICES, INC. s
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INFORMATION STORAGE DEVICES, INC. D
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INFORMATION STORAGE DEVICES, INC. S
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INFORMATION STORAGE DEVICES, INC. R
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INFORMATION STORAGE DEVICES, INC. O
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ThMwas tfieh.i T^^BsSfcwniSIs^^ ^ f
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fp v^ 0^ '90s,.. Essenff al AttfVca
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pdiif/iirfsofi of ANALOa DIOITAL be
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0m- ^ ^ iiKti'lj:: $500M Market Sus
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l^lMcki^ nothing more tharii opport
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EUROPEAN SEMICONDUCTOR INDUSTRY CON
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- 2 - In order to better understand
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- 4 - It took extensive discussions
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- 6 - It Is Of course speculative t
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- 8 - The case EPROluls from Japan
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Dataquest aiomparTyof The oun & Bra
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PROCUREMENT TRENDS IN THE '90s Ewan
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Dataoyest n n a company oF ^^^m MMM
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Dataquest nni acompanvof MMMB The D
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Dataquest n n acampanyot ^^^B MMMM
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Intellectual Property Panel David M
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However TI has been notably success
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MANAGING THE HIDDEN ASSETS FOR PROF
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AT&T Patent Legal Characteristics >
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AT&T I' I ^ , ^ . =^3=^ Managing Hi
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ATBT Current AT&T Patent Coverage A
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Patentea Oct 3. 1950 2,524,035 UNIT
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Jan. 9, 1968 E. H. LAND 3.362.821 D
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United States Patent BUnow ct aL 15
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Dataquest n n a company of MIS ThcD
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DataQuest n n acompanvof MMMm The D
Page 261 and 262:
MANAGING THE HIDDEN ASSETS FOR PROF
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Sir t Additions I To Property, Plan
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RESULT RISKS ARE HUGE REDEPLOYMENT
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# DataQuest WGBI a ?^°"'P^^^ compa
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Dataquest ^ vwn 3cornp3iiyof Ifiil
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SERVICES: THE NEXT COMPETITIVE BATT
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-2- LET ME EXPAND ON THIS BY OUTLIN
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- 4 - THE PROGRAM EVOLVED ALREADY D
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- 6 - I WOULD LIKE TO SHARE WITH YO
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- 8 - THE MOST RELEVANT PART, HOWEV
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-10- NOW IT IS ALSO WELL KNOWN IN E
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12- THEY REACH FROM RELATIVELY SIMP
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^ National Semiconductor USA JAPAN
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National believes that significant
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^g I\/IAKING IT WORK a Shared strat
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The issue of quality and reliabilit
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of systems knowledge and silicon te
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^ : " . ^ > : Service ^^ ,^#'|lF-;'
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Service In place and functioning m-
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Stage 2 Normalized
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Normalized Service - A decade of po
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"GLOCALIZATION" William Pat Weber E
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DataQuest n n a company oi ^ ^ ^ l
Page 315 and 316:
This presentation was not available
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The Needs of the Japanese Market (1
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prepared in 1987. Since that year,
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in the recent years, and Japan has
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production of newly developed produ
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for failure analysis is about twice
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compares evaluations by users and s
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Office Equipment Service Equipment
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Figure 2-2 Procurement/Sales of Non
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NEW PRODUCTS FOR HOME AND OFFICE -
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Consumer System ^^lutions Communica
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Examples on merging applications Co
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Compact Disc - Interactive RIFTps S
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Philips digital video. • Line-Loc
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Dataquest n n j^timpanyol The Dun&'
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CONSISTENCY, PREDICTABILITY AND COM
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(RA622/()0M4II79) John (-. ".hick"
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well as we iKink we should. Cusiome
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will be more oTthe same. Manim has
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got an enormous playing field and a
Page 359 and 360:
Irrofit Through the Silicon Cycle:
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SEMICONDUCTOR INDUSTRY IN 1990s Inc
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c 3 O c i£ 100 - 10 INCREASING PAC
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1G- 256M- 64M - 16M- 4M- IM-J! 256K
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L u C Q; 'u M— S— LLI •fJ c H
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L BUSINESS BARRIERS AND BREAK THROU
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Dataquest n n 3 s^mpanyoF company o
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TBA Steve Poole European General Ma
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PROFITS ARE POSSIBLE Steve Poole Eu
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• Was It lucl(? WHY? • Monopoli
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SOLE SOURCING - SECURITY OF SUPPLY?
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S Millions 1600 1400 1200 1000 800
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DataQuest van aiompanyor lili ThcDi
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COSTS AND RISKS IN THE NEXT TEN YEA
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SIEMENS • Electronic industries i
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SIEMENS • If the Top 10 semicondu
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SIEMENS • DRAMs are the lead prod
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SIEMENS • In the past; the price
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SIEMENS • ... Like hardly any oth
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DataQuest acomranyol TIM: Dun & Bra
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THE '90s: PROGRESSING INTO THE MARK
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Ladies and gentlemen, in 1982, one
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In fact, the technologies we have t
Page 407 and 408:
limits and potentials of the end pr
Page 409 and 410:
it would be interesting to examine
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Datao&iest BM liZoStAaimeaOmymMmii
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