Consumer Product (embedded)

Development cycle - a 360 deg view

Welcome

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Agenda

Introduction

CE Space - Horizon

Embedded Development - Overview

System view

Friction points and some lubricants

Conclusions

3

Myself – Sudeendra Koushik

BE E&C (University of Mysore), IIM-K (Strategy management)

Embedded CE development & management ~ 18+ years

Experienced HW, SW and Product development

Project, Program and customer Management

Strategic and embedded organization development

Secretary IEEE- CE Bangalore chapter

IEEE-CE Bangalore, Singapore chapter – founder member

Employers - HCL*,Trident Microsystems/NXP, Philips and BPL

The Netherlands, Singapore and India

Patent on video signal processing

Like cartooning and cricket, problem solving and reading

Koushikcartoons.blogspot.com

Email: Sudeendra.koushik@hcl.com (Mobile 9008466344)

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HCL - Snapshot HCL - Snapshot

Financials

Total Revenues - $ 5.9 BnEBITDA - $ 648 MnEmployees - 80,000

HCL Infosystems

Indian Market Focus

Hardware, System Integration, Networking Solutions, Managed ISP Services, Homeland Security & ICT Distribution

HCL Technologies

Global Market Focus

Product Engineering & R&D, Enterprise & Custom Applications, Enterprise Transformation Services, Infrastructure Management & BPO Services

Enterprise Revenue Growth

2000 2010

USD 455 Mn

USD 5500 Mn

Year

Global Presence - Operations spanning 31 countries

Delivery Facilities - USA, UK, Finland, Poland, Puerto Rico, Brazil, China, Malaysia, Singapore, Australia, Czech and India

India Presence - Offices in 170 cities,500 points of presence reaching 4,000 towns

Distribution Network - 93,000 outlets in over 9,000 towns

VoiceDataVideoOver Landline

VoiceDataVideoon Mobile n/w

Devices Convergence

Unicast,VoD, nPVR, search,Multicast

Unicast via T-C-S

TelcoTelco

• TV with internet• STB with internet• Tablet with internet• Mobiles with internet• Media servers• Home/Remote controls

Traditional TV/STBTraditional TV/STB

MobileMobile

InternetInternet

VoiceDataVideoOver Landline

VoiceDataVideoon Mobile n/w

Services Convergence

Unicast,VoD, nPVR, search,Multicast

Unicast via T-C-S

TelcoTelco

• Watch Live TV• Watch what you want• Easy content search• Place shifting• Time shifting• Home/Remote control

Traditional TV/STBTraditional TV/STB

MobileMobile

InternetInternet

IPTVIPTVVoDVoD

AppsApps Home automation

Home automation

Overview – embedded development

CE products are very exciting for producers and consumers

At the same time its challenging to realize successful CE Products

Challenge #1 time to churn out new products (Development)

Challenge #2 finding the sweet spot for the product (Product)

Challenge #3 balancing time, cost and quality (Management)

As they say engineers make the world go around…

…lets not make it go round and round and round!

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Product Life cycle

EmergingMarkets

Developed Markets

Growth MaturityIntroduction Decline

Unit Sales

IPTV

Linear TV

Apps

Land-line

Multiple views

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SituationWho is in control ?

Management

Customer

Manufacturing

Marketing

HW Development

SW Development

Product Testing

Product Management

What's the problem ?

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??

ProductProduct

Critical path ?

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Team1 Team 2 Team 3

READY ?

ETA ?

READY ?

ETA ?

READY !READY !

READY !READY !

S

S

S

System Integration

HW – SW Integration

SW – SW Integration

System diagram – Consumer Device

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Hardware

Drivers

Middleware

Customer User Interface

Application Manager

(Multi) OS

Android,

Linux

BSP

API

API

API

Challenging areas

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Friction Points !

Lubricants for the FRICTION points - 1

HW - SW integration

Handling HW engineers and equipment ! Remember the critical path !

Get comfortable with oscilloscope, multi-meter, cables and connections

HW-SW partitioning is understood ?

Key architectural decision

Whose problem is it ? HW ? SW ? Focus on the problem product !

But it works in my board / environment!

Sorry not good enough

Manage the bug management system

Ask help smartly

HW or SW platform is NOT the goal – it’s the means to realize a product

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Lubricants for the FRICTION points - 2

HW-SW-Product(System) integration

Develop clear insight of the product – block diagram on your desk

Testing team is worried about quality

More bugs found - is their metric of value addition

Priorities of various teams can be different

But it works in my system! WRONG!

If something doesn’t work in the product it doesn’t work!

The product ‘context’ is everything

Understand the problem – its half the solution

Work arounds are ok – but only work arounds are not ok!

Be sure of the problem root cause

Remember symptoms and causes are different

Cause and symptom (effect) can be at different places

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Lubricants for the FRICTION points - 3

(PMO) Project Management Office

Data reporting – bug status, age of bugs, prognosis and more!

Target Vs actual – engineering is approximation – leads to estimation

Dependencies – keep the problem where it belongs

Have you involved yourself in the creation of the plan and commitments ?

Do you understand risk management ? If not learn

Be professional (Done be defensive – delays the solution)

Do what you say, say what you do, know what you can say and do!

Be punctual – meetings, replies, feedbacks, inputs

Others are dependant on you like you are on them!

Don’t be emotionally attached to your project

Changes and even cancelled project can be good for the big picture

Team work is NOT I do your job

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What is the (embedded) moral of the story ?

Bugs can neither be created nor destroyed

They just move from one project/product to the other

People get promoted to their next level of incompetence

Customer is the king and a king does not bargain

Customer is always right, as long as he pays for it

Every dog has its day

Be context aware

All are equal some are more equal

Do what you say, say what you do, know what you can say and do!

Be innovative

Common sense and imagination are your best friends

Knowledge is power, patent is cover

Don’t underestimate the power of fun

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Having perspective

Excerpt from a 30 second speech by Bryan Dyson – Ex CEO Coca Cola

“Imagine life as a game in which you are struggling some five balls in

the air – Work, Family, Health, Friends and Spirit – keeping all of them

in the air. You will soon understand work is a rubber ball; if you drop it

will bounce back. The other four balls are made of glass. You drop one

of these and they can be damaged or even shattered and never be the

same again. Understand that and strive for it”

For the cricket fans –

MS Dhoni said once - “after all this is just a GAME of cricket”

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