Consumer Product embedded Development cycle a 360 deg

Consumer Product (embedded) Development cycle - a 360 deg view

Welcome 2

Agenda § Introduction § CE Space - Horizon § Embedded Development - Overview § System view § Friction points and some lubricants § Conclusions

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)

HCL - Snapshot HCL Technologies Product Engineering & R&D, Enterprise & Custom Applications, Enterprise Transformation Services, Infrastructure Management & BPO Services Global Market Focus Financials HCL Infosystems Total Revenues - $ 5. 9 Bn EBITDA - $ 648 Mn Employees - 80, 000 Hardware, System Integration, Networking Solutions, Managed ISP Services, Homeland Security & ICT Distribution Indian Market Focus Enterprise Revenue Growth USD 5500 Mn India Presence - Offices in 170 cities, 500 points of presence reaching 4, 000 towns Global Presence - Operations spanning 31 countries Delivery Facilities - USA, UK, Finland, Poland, Puerto Rico, Brazil, China, Malaysia, Singapore, Australia, Czech and India Distribution Network - 93, 000 outlets in over 9, 000 towns USD 455 Mn 2000 2010 Year

Devices Convergence Telco Voice Data Video Over Landline Internet Unicast, Vo. D, n. PVR, search, Multicast • TV with internet • STB with internet • Tablet with internet • Mobiles with internet • Media servers • Home/Remote controls Voice Data Video on Mobile n/w Mobile Traditional TV/STB Unicast via T-C-S

Services Convergence Telco Vo. D Internet Unicast, Vo. D, n. PVR, search, Multicast Apps Voice Data Video Over Landline • Watch Live TV • Watch what you want • Easy content search • Place shifting • Time shifting • Home/Remote control Voice Data Video on Mobile n/w Mobile IPTV Traditional TV/STB Unicast via T-C-S 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!

Product Life cycle Developed Markets Landline Linear TV Unit Sales Emerging Markets Apps IPTV Introduction Growth Maturity Decline

Multiple views Management Marketing Customer Product Management Situation Who is in control ? Manufacturing Product Testing SW Development HW Development 10

What's the problem ? Product ? 11

Critical path ? Team 1 Team 2 Team 3 READY ? S ETA ? S READY ! 12

System diagram – Consumer Device System Integration SW – SW Integration Customer User Interface Application Manager API (Multi) OS Middleware Andro id, Linux API HW – SW Integration Drivers API BSP Hardware 1

Challenging areas Friction Points ! HW SW Product

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

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

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

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

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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