Product Realization Group

Lunch Series

New Product Introduction –

Launching Success!
….new product introduction processes and war stories

Michael
Mi h lK Keer
Founder and CEO
Product Realization Group
mkeer@productrealizationgroup com
mkeer@productrealizationgroup.com
408.427.4645
©Product Realization Group, Inc., 2012 Pg 1
 About PRG

Product
P d R
Realization
li i Group
G provides
id product
d
lifecycle services for high technology businesses.

PRG enables rapid and cost effective introduction

of products to the market, regulatory compliance,
manufacturing, service, and lifecycle support.

Currently delivering services to over 400 high-

high
tech clients.

©Product Realization Group, Inc., 2012 Pg 2

 Introductions
VP of Engineering: Kevin Rowett, Violin Memory
K i has
Kevin h fulfilled
f lfill d various
i engineering
i i roles
l including
i l di
MTS, CTO, Director of Engineering, and VP of
engineering, at a wide range of Silicon Valley
companies
p includingg Tandem Computers,
p , Cisco
Systems, Force10 Networks, Blue Coat (then
Cacheflow), Gigafin, and Seamicro. He has built and
led several successful engineering teams, and holds
more than a dozen patents.
patents

VP of Operations: Tim Miller, Trilliant Networks

Tim has over twenty
twenty-five
five years of success in a broad
range of leadership positions as a U.S. Army officer
and operations and manufacturing management
positions at both Fortune 500 and start-up companies
including Texas Instruments,
Instruments Dell,
Dell NEC,
NEC Terayon and
Aperto.
©Product Realization Group, Inc., 2012 Pg 3
 Introductions

EMS: Murad Kurwa: VP of Eng., Flextronics International

Murad has over twenty-five years in industries related
to Electronic Products, Semiconductor Devices and
Material Science,, with seventeen in EMS fulfilling
g
Management, Engineering, Development, Test, and
Operations roles. Murad has an MBA in Finance & BS
Chemical Engineering,
g g, along
g with over 20 publications.
p

©Product Realization Group, Inc., 2012 Pg 4

 Kevin Rowett,
Vice President of Engineering
Violin Memory

VP OF ENGINEERING
PERSPECTIVE

©Product Realization Group, Inc., 2012 Pg 5

 Who is Kevin Rowett?

Veteran Engineer and Engineering Manager

• Cisco, Tandem, Boeing, IBM

• Force 10 Networks
Networks, Blue Coat (then cacheflow),
cacheflow)
Seamicro, Violin Memory

• Built teams that designed and brought to

production large systems, small systems, & chips

• NPI perspective -
 Jumping into an operating company
 Starting from the ground up – no money, hiring
engineering team, manufacturing staff is many months
away

©Product Realization Group, Inc., 2012 Pg 6

 Focus Program
g

 Large Scale and Complex System

 Includes elements of chips, systems hardware, software
 Rack mount, fair amount of power
 Lots of engineering
g g disciplines
p needed to complete
p
design
 At least one piece of new technology
 Fabrication done by a contract facility

©Product Realization Group, Inc., 2012 Pg 7

 No spinning
p g media…

©Product Realization Group, Inc., 2012 Pg 8

 New Product Introduction

 Engineering brings innovation and design to a product

concept.

 Manufacturing brings a repeatable fabrication process

to that product
product.

 NPI provides a formalized interface for the transition.

©Product Realization Group, Inc., 2012 Pg 9

 Elements of an NPI program
p g
 People
 Key is to have dedicated staff to NPI in manufacturing
 Knows processes and procedures at target manufacturing facility or
contractor
 Strong engineering knowledge
 Good program management skills (issue tracking, schedules, flexible
and dynamic)
 Doc control
 The gate for design documents, components, history of design, current
state of design
 Process
 Facilitates learning -> process improvement
 2nd product is much easier (scalability)

©Product Realization Group, Inc., 2012 Pg 10

 The NPI program
p g

 Engineering or Operations?

 When to start an NPI program?

 When does a product enter an NPI process or program?

©Product Realization Group, Inc., 2012 Pg 11

 The NPI program
p g

 Engineering or Operations?
 When to start an NPI program?
 When does a product enter an NPI process or program?
Depends upon
pon your
o r NPI model
model…
• Pull from Engineering by Operations
• Push
• Or – toss it over the wall
Recommended practice:
• Pull Model
• NPI group is part of Operations
• Program starts as soon as engineering gets organized

©Product Realization Group, Inc., 2012 Pg 12

 The hard question…
q

 When does a product enter an NPI process or program?

No easy answer here. Often, it becomes obvious.

Requires strong cooperation between VP of Engineering

and VP of Operations.

Portions happen early on – major component selection,

PCB fabricator selection
selection. Others happen as first protos
come alive. Still more as the beta units start rolling out.

©Product Realization Group, Inc., 2012 Pg 13

 A few observations

 Choices made in engineering affect a product for a long

time – a solid NPI program makes sure manufacturing
can live with those choices.

 Large, Tier 1 CMs have a flow and recipe for fabrication

and assembly.
assembly Need to learn this – NPI is the path
path.

 I once let an analog engineer bypass my NPI and a

PCB fabricators NPI, working directly with the plant –
never were able to fabricate that PCB in volume

©Product Realization Group, Inc., 2012 Pg 14

 Closing
g

 Solid design is critical to the success of your product

 Getting it built is necessary to make money on it

 NPI iss the

ebbridge
dge

©Product Realization Group, Inc., 2012 Pg 15

 Grid
Metering

Customer 
& Billing Metering
AMR/AMI
Connected Solutions
Outage

Consumer

Grid 
Mgmt Tim Miller,
Senior Vice President of Supply Chain & Manufacturing
Trilliant Networks

VP OF OPERATIONS
PERSPECTIVE

©Product Realization Group, Inc., 2012 Pg 16

 Disclaimer

Processes shown & examples used

are generic, from a variety of
sources & do not represent past,
current or future Trilliant experiences
or processes.

©Product Realization Group, Inc., 2012 Pg 17

 Topics
p

• N
New P Product
d t IIntroduction
t d ti vs. Product
P d t
Life Cycle (Product Realization
Process)

• Why Operations needs to be involved

early & throughout PLC process (QCD
& DFx))

• Tools, Data, Systems

©Product Realization Group, Inc., 2012 Pg 18

 Topics
p (cont.)
( )

• Highlight Operations involvement

• Involvement of EMS/Contract
Manufacturer

©Product Realization Group, Inc., 2012 Pg 19

 Tools,, Data,, Systems
y

©Product Realization Group, Inc., 2012 Pg 20

 NPI vs. PLC
New Product Introduction focuses on
the transition from eng. to mfg.
General
General 
Concept Definition Feasibility Development Beta Pilot End of Life
Availability

Product Life Cycle Process is entire

end-to-end process
General 
Concept Definition Feasibility Development Beta Pilot End of Life
Availability

Operations is critical and adds value at

early stages as well as later stages
©Product Realization Group, Inc., 2012 Pg 21
 Ops Involvement Early & Throughout

Operations
p responsibility
p y–Q
QCD
• Quality & Reliability
• Cost
• Delivery
Design characteristics that enable
operations to be successful – DFx:
• Manufacturability
M f t bilit
• Testability
• Quality
Q y (y
(yield,, variability,
y, cust. expectations)
p )
• Reliability
• Availability (time-to-market, lead-time)
• Cost

©Product Realization Group, Inc., 2012 Pg 22

 Ops Involvement Early & Throughout

Outcomes:
• Reduced development time

• Manufacturable, testable, quality,

reliable cost effective,
reliable, effective available product
at launch

©Product Realization Group, Inc., 2012 Pg 23

 Materials
Early stages (Justification, Feasibility)
• Strategic component/supplier selection
 Single Source Approval Process

 Availability & lead-time

 Stage of life cycle

 Realistic cost estimates

©Product Realization Group, Inc., 2012 Pg 24

 Materials (cont.)
( )

Mid stages (Development)

• Component/supplier selection (for “B”
components)

• Forecast & p
purchase orders for long
g
lead-time material

• Start tooling & purchase raw material

for custom components

©Product Realization Group, Inc., 2012 Pg 25

 Materials (cont.)
( )

Late stages (Beta,

(Beta Pilot)
• Transition material responsibility to EMS/CM

• Insure
I parts
t availability
il bilit

• Manage Costs

• Identify and resolve potential quality &

reliability issues

• Finalize tooling, complete first articles, ship

parts (sea vs. air)

©Product Realization Group, Inc., 2012 Pg 26

 Production Capability
p y
Early stages (Justification, Feasibility)
• Identify technologies
• Determine capacity
• Make/Buy decisions
• Selection of manufacturer(s)
 EMS/CM
 Mechanical components

©Product Realization Group, Inc., 2012 Pg 27

 Production Capability
p y (cont.)
( )

Mid stages (Development)

• Confirm required technology
• Determine capacity required

Late
L t stages
t (Beta,
(B t Pilot)
Pil t)
• Successful pilot build

©Product Realization Group, Inc., 2012 Pg 28

 Manufacturabilityy

Early (Justification,
(Justification Feasibility)
• DFM guidelines
• Participation
p in decision makingg
• Determination of inventory strategy (build-
to-order, build-to-forecast, or something in
between)
Mid stages (Development)
• DFM review
• Yield analysis and feedback
• Cost reduction feedback

©Product Realization Group, Inc., 2012 Pg 29

 Manufacturabilityy ((cont.))

Late stages (Beta,

(Beta Pilot)
• Final DFM review
• Validation
V lid ti off yield
i ld assumptions
ti
• Cost reduction feedback

©Product Realization Group, Inc., 2012 Pg 30

 Testabilityy
Early
y (Justification,
( Feasibility)
y)
• DFT guidelines
Mid stages (Development)
• DFT review
• Concurrent test development
• Test of prototypes
• Test time assumptions (labor,
(labor capital cost)
• Yield analysis and feedback
Late stages (Beta, Pilot)
• Final DFT review
• Validation of yield assumptions
• Cost reduction (labor) feedback

©Product Realization Group, Inc., 2012 Pg 31

 Regulatory
g y
Early (Justification, Feasibility)
• Requirements

Mid stages (Development)

• Pre-scans

Late stages (Beta, Pilot)

• Final approvals early enough to
eliminate late changes

©Product Realization Group, Inc., 2012 Pg 32

 Reliabilityy

Early (Justification, Feasibility)

• Design guidelines (ESD protection, comp.
de-rating,
g, temperature,
p , environmental))
Mid stages (Development)
• MTBF model (calculated MTBF)
• HALT Testing (as early as possible)
Late stages (Beta, Pilot)
• Initial Reliability Testing
• Life Testing

©Product Realization Group, Inc., 2012 Pg 33

 Cost
Early involvement and
implementation of feedback from
p
Operations will result in lower cost
product
• Capital equipment cost
• Material cost
• Freight cost
• Labor cost
• Test labor cost

©Product Realization Group, Inc., 2012 Pg 34

 Other Business Considerations

Operations needs to identify & plan

for resources required to support
product:
• Staffing

• Capital Equipment Requirements

• New
N supplier
li relationships
l ti hi

©Product Realization Group, Inc., 2012 Pg 35

 Involvement of EMS/CM

• In outsourced manufacturing,
manufacturing
EMS/CM has expertise & capability that
Operations team may not have
• A good manufacturing partner
(EMS/CM) involved early in the
process and throughout the process
can add significant value
• Consider tradeoffs
• Ownership of Fixtures, etc.
• Transferability

©Product Realization Group, Inc., 2012 Pg 36

 Murad Kurwa,
Vice President of Engineering
Flextronics

ELECTRONIC MANUFACTURING
PERSPECTIVE

©Product Realization Group, Inc., 2012 Pg 37

 Opportunities For DFx

CONCEPT EVT DVT PVT MP

0 $$$$
Cost
C forf Design
i Change
C

Secret for 
Secret for
Early 
Involvement
Scaling to 
Volume 
Production
©Product Realization Group, Inc., 2012 Pg 38 FLEXTRONICS PROPRIETARY & CONFIDENTIAL
 What Do We Want to PREVENT that
eliminates delay in LAUNCHING

Design
Dept

Mfg.
Dept

©Product Realization Group, Inc., 2012 Pg 39 FLEXTRONICS PROPRIETARY & CONFIDENTIAL

 Finite Element Analysis (FEA)

Benefits

 Optimize Design Performance

 Predict Design Flaws sooner
 Improve Product Reliability & Quality
 Reduce the steps of Physical testing

S ft
Software : Hyperworks / Proe / Abaqus

Maximum Von Mises

Stress when Hail hits the
PVDF surface of solar
©Product Realization Group, Inc., 2012 Pg 40 FLEXTRONICS PROPRIETARY & CONFIDENTIAL panel
 Model structure and FEA mesh
3D geometry (Cut View) Inner Assembly

FEA model
FEA model of Inner Assembly

Gett the
G th stress
t and
d strain
t i condition
diti in
i
the insertion process at 2 different
temperature: 23˚C and 40˚C

©Product Realization Group, Inc., 2012 Pg 41 FLEXTRONICS PROPRIETARY & CONFIDENTIAL

FLEXTRONICS PROPRIETARY & CONFIDENTIAL 41
 DFA/ICT Fixture Design  FEA
Product Type: SERVER

DFA & FEA

• DFA (ICT Fixture
Fi t Design)
D i )
• Checks for push finger placement
to support test point loads
• FEA is needed to…
• Report maximum strain in PCBA due
to push fingers
ICT Fixture FEA Model

• Conclusions
• Maximum principal strain near components U1D3 and
U50 was predicted to exceed maximum recommended
strain of 500.
• It is suggested that the test points be reallocated or the
push fingers increased near these components.

©Product Realization Group, Inc., 2012 Pg 42 FLEXTRONICS PROPRIETARY & CONFIDENTIAL

 PCBA Panel Design  FEA
Product Type: SERVER
PCBA Panel
Design & FEA
• PCBA Panel Design Strain was reduced to
• Optimized design for PCBA panel below 592.6µε.

is provided
• FEA is needed to…
• Report maximum strain in PCBA due
to depanneling process
•FEA Model
Depanneling Process

• Conclusions
• Maximum principal strain near component D12 was
predicted to exceed maximum recommended strain of
1200.
• Tab location was adjusted and the predicted maximum
strain in the new design was reduced to 592.6 micro-strain
(about 55% decrease).

©Product Realization Group, Inc., 2012 Pg 43 FLEXTRONICS PROPRIETARY & CONFIDENTIAL

 Design for Manufacturing (DFM)

Benefits
Fabrication analysis PCB
 Drill Check
 Signal Layer Checks
 Power / GND Checks & More
Violations are Categorized
g
Assembly analysis PCBA
 Component
p spacing
p g Checks
 Test point Checks
 Pin-to-Pad Checks & More

S ft
Software: Valor / eFDA
Errors are Pin‐Pointed
©Product Realization Group, Inc., 2012 Pg 44 FLEXTRONICS PROPRIETARY & CONFIDENTIAL
 Design for Assembly (DFA)

Benefits
 Assembly Process improvements
 Perform Tolerance Analysis
 Assembly Fixture Design & Verification
 Part Count / Alternate Options

Software: Pro/e, B&D

B&D Interactive DFA Tool

©Product Realization Group, Inc., 2012 Pg 45 FLEXTRONICS PROPRIETARY & CONFIDENTIAL

 Design for Testability (DFT)

Benefits

 PCB Accessibility Analysis

 Schematic Review for Testability
 Boundary Scan (chain) Architecture review
 Structural Test & Test Coverage Analysis (Testway)

Software: Fabmaster, Testway, Vayo,

In-House ICT coverage tools

Balance between structural

test options

©Product Realization Group, Inc., 2012 Pg 46 FLEXTRONICS PROPRIETARY & CONFIDENTIAL

 Mike Keer,
Founder and CEO
Product Realization Group

NEW PRODUCT INTRODUCTION

CONCLUSION

©Product Realization Group, Inc., 2012 Pg 47

 New Product Introduction –
Escalator Effect
Prod’n 000’s 
of assys
2500
$$$$
2000
# of Units

1500
$$$
#

1000
$$
$
500

0
NPI Proto I NPI Proto II Pilot Vol. Prod.

g from the onset --

Do it right
The leverage is HUGE!
©Product Realization Group, Inc., 2012 Pg 48
 New Product Introduction –
Process: Launching Success!

 Flexibility vs. Control

 Focus on Basic Requirements

 Minimize bureaucracy

 Define NPI schedule

 Deliverables
 Task linkage
 Due dates and owners
 Track decisions / impacts

©Product Realization Group, Inc., 2012 Pg 49

 Product Realization Group

Lunch Series

New Product Introduction –

Launching Success!
….new product introduction processes and war stories

Michael
Mi h lK Keer
Founder and CEO
Product Realization Group
mkeer@productrealizationgroup com
mkeer@productrealizationgroup.com
408.427.4645
©Product Realization Group, Inc., 2012 Pg 50