Doen waar we goed in zijn. Jeroen de Groot

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1 Doen waar we goed in zijn Jeroen de Groot

2 Surface Mount Technology 2

3 Our heritage 1/ : AAA is formed 1987: Start collaboration with Yamaha : The MCM-II is launched 1983: The MCM-I 1986: The MCM-VI 1987: The MCM-V* / VII 1989: The MCM-VIII 1982: The MCM-III is launched 1984: The MCM-IV 3

4 Our heritage 2/ : The FCM is born 1995: ACM is introduced 1997: FCM-II & TriScan are introduced : The FCM-I 1997: The FCM-II 1997: The FCM-Multiflex 1995: The ACM 1997: TriScan 2000: The ACM-Micro 4

5 Our heritage 3/ : The AQ-I 2004: The AQ : The AX /2011: The iflex 2003: The AX : The AX : The TPR on AX : The AX : The AX : The AX Tray handler 5

6 Assembléon Single Pick Single Place The only high speed Single pick Single Place system (1 head for component range x 45mm 2 ) No impact at pick Constant monitoring No impact at place Closed loop placement force 6

7 Roadmapping helpt ons te Focussen en keuzes te maken CURRENT FUTURE PRODUCTS MARKET KNOWLEDGE MARKET EVOLUTION INTERACTION and CHOICES TECHNOLOGIES TECHNOLOGY PLANNING TECHNOLOGY FORECASTING TIME Source: Pieter Groenveld & Ben Bles, PATO Business roadmapping course,

8 De markt begrijpen If you can, be first. If you can t be first, create a new category in which you can be first. Al Ries and Jack Trout, The 22 Immutable Laws Of Marketing (1994)

9 Productie trends en uitdagingen End Product Trends Convergence of functions Handheld, lighter, smaller Shorter lifecycles and more models Manufacturing challenges High market volatility Need to produce to order Need to scale up and down swiftly Diversity Fast change over Seasonality Capacity adaptability Product mix (e.g. dual lane) Fast reaction time Ease of use, New Product Introduction * mass production Up time / reliability Serviceability From equipment to full line concept (balanced capacity) Technical application requirements Increasing component density Smaller components (range 0201, 01005) Functional Integration Thinner components Stacked components Increasing power density Passive cooling Low power design Long life batteries More processing power & memory Logic / memory stacks More ICs More (flash) memory 9

10 Waarde keten verschuivingen Electronics Production Value Chain Electronics Materials Rev=$107Bn, GM=40% Active Components (Integrated circuits etc.) Rev=$257Bn, GM=40% IC Assembly Services (attaching an IC to a package) Rev=$13Bn, GM=17% Passive Components Rev=$213Bn, GM=25% Electronics Production (Printed Circuit Board Assembly) Rev=$166Bn, GM=6% Flip Chip Semicon (high accuracy) Module Manufacturing Wafer Level Processing Wire Bonding POP Manufacturing (0.4 x 0.2mm components) 0201 (0.6 x 0.3mm components) Flip Chip Stacking AX Hybrid AX iflex Increased demand for high accuracy PCB assembly due to: Increasing demand for miniaturization (smart phones etc.) Limitations in size decrease for chip production (Moore s law) Traditional PCB producers are not skilled and organized to meet demand for high accuracy production Semicon companies are moving into the field of SMT with high detail module production Modules are supplied to traditional PCB assemblers for end-product assembly Assembléon's portolio fits well with the Semicon industry demand for high accucay SMT equipment Semicon industry offers better margins and long term supplier relationships based on joint development and product roadmaps Finished Equipment Rev=$1,285Bn, GM=30% Common SMD SMT (low accuracy) 10

11 Waarde voor de klant: Value drivers EoU (Ease of Use): Property that enables the use of a solution without having to overcome a steep learning curve. (Intuitive operation, no training required, Chinese farmer) ACap (Application Capability): Capability to produce all required products (Component, Feeding, Board, Force, Accuracy range) PQ (Process Quality): Perfect products, perfect process control (Quality, DPM levels, Errors, Force Control, Repeatibility) Pred (Predictability): Ability/need to predict output over multiple products/lines (Perfect optimizer, guaranteed output over applications, minimize risk in change overs, derating (output vs comp. size), feedback loop) Flex (Flexibility): High-mix environment capability (NPI (online), ramp-up, debugging, dynamic scheduling, react on feedback) PO (Price / Output): Integral Price/Output ratio on line level CO (Cost of Operation): Yearly costs associated with running a production line/machine (Energy, compressed air, maintenance, repair, consumables) 11

12 Weten met welke technische competences je het verschil maakt a core competence is a bundle of skills and technologies that enables your company to provide certain advantages for customers Prahalad 12

13 Base Component Alignment Component Feeding Schematisch beeld Pick en Place machine Board Alignment Robot Placement Head Hoge kwaliteit en nauwkeurigheid gecombineerd met hoge snelheid, terwijl kritische procesparameters beheerst blijven PCB Transport

14 Modules versus key technologieen Modules Key technologies Systems architecture Error budgetting & reliability Placement process optimization Placement head technology Component feeding technology Image acquisition technology Substrate handling technology Hoge kwaliteit en nauwkeurigheid gecombineerd met hoge snelheid, terwijl kritische procesparameters beheerst blijven Base X X Transport X X X X Placement robot X X X Placement heads / nozzles X X X X X Component feeding X X X X X Vision (BA / CA) X X X X Software X X X 14

15 Conclusie Begrijp de markt. Wat zit er echt achter de trends? Wat gaat er gebeuren? Vertrouw niet op marktgroei voor omzet, marge of winstgroei Wat voor een soort bedrijf zijn wij? Eigen core competences: waar maken we echt het verschil mee? Herkennen klanten, partners en eigen medewerkers dit? Dus niet waar we goed in willen zijn Kies een organisatie vorm die hierop aansluit bv. samenvoeging Marketing en R&D Gezamelijke taal creeeren waarmee we kunnen bevestigen dat wij, de klanten en onze partners hetzelfde bedoelen Kiezen: wat gaan we op basis van onze eigen competences zelf doen? Waar hebben we partners voor nodig? Wat doen we dus niet Leg de keuzes vast in een roadmap voor jezelf en je partners 15

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