Transcript ETM 5121 Proposal

Meeting Time to Market
for First SAS Product
ETM 5121 Project Proposal
Harold Teague
Summer 2003
Proposal Presentation Logistics
• Conference call
• To be held Monday, July 21, 2003, 5:40 – 6:10 PM CDT
• Toll free – 866-828-0531 participant code 5773958
• Questions – contact Harold Teague @
• 405-823-1609 anytime
• [email protected]
• [email protected]
Harold Teague
ETM 5121 Project Proposal – Summer ‘03
Proposal Presentation Logistics
• Distribution
• Dr. Paul Rossler - [email protected]
• Mr. William Urdaneta - [email protected]
• Package contents
• Powerpoint – hteague proposal.ppt
• Word – hteague proposal.doc
• Video presentation
• distribution to be coordinated with William H Elliott @
[email protected]
• On or before July 18, 2003
Harold Teague
ETM 5121 Project Proposal – Summer ‘03
TEST(0:3)
INTERPT (0:1)
ETM(0:19)
JTAG(0:6)
SPTS(0:1)
Disk Drive Electronics Architecture
uA DRIVE
LOW_VCC
LED
,
DMUX
CS (0:1)
MTR_PWM
GPIO(0:28)
ADDR/DATA (0:15)
ADDR (1:20)
ADDR (1:20)
CS/WR/RD
ALE/CS/WR/RD
DATA (0:15)
CS/WR/RD
X1
DATA(0:31)
ADDRESS(0:11)
VCM
sense
FET
SPINDLE
DRIVE
VCM DRIVE
PREAMP CONTROL (R/W, /RST, FAST)
PREAMP
5V TTL
20 MHz
X2
2Mx32
SDRAM
3.3V
MOTOR
DRIVERS
PREAMP SERIAL PORT (0:2)
WUS
Processors
GPIO(0:3)
RAS/CAS/CLK/CKE/WE/DQM/CS
AUXCNV(INT)
AUXCLK(PLLS)
AUXDTA(COAST)
MOTOR
SERVO
VM, mA, D/A,
A/D, ramp
1.2, 3.3,-5V
REG
Vref
256Kx16
FLASH
3.3 Volt
DATA (0:15)
Motor Serial Port
DEN, CLK, DATA
READY
DSC_IRQ+
uP_RST
Kea
Interfac
1.8 Volt Core
3.3 Volt I/O
e2
FC
SVO SERIAL PORT(0:2)
SGATE
RefClk(30MHz)
ABORT
INDEX
REFSGATE
ASKCMP
ASKREQ
Embedded
SERVO
DEMOD
R/W SERIAL PORT
DWREN+
WGATE
RGATE
FC I/0 BUS
NRZ (0:7,P), RREFCLK, WCLK
Harold Teague
ETM 5121 Project Proposal – Summer ‘03
Servo
SERVO_AD(0:3)LVDIFF
SYSRES
20 MHz
uA
DRIVERS
(discrete)
R/W
CHANNEL
1800 Mb/s
1.2V Core
2.5V I/O
3.3V Analog
ANALOG DATA
1.0. Introduction
• New disk drive new interfaces are introduced based on system needs
• Consist of two main pieces – interface LSI and companion firmware
• Problems surrounding new interface development
• Interface Maturity
• No existing industry infrastructure
• Specification ambiguities
• Market leaders establish precedent & gain market share
• LSI Development
•
•
•
•
•
•
New technology is more complex
LSI schedules comprise a greater portion of the overall product
LSI problems add more risk to product schedules
Evolutionary vs. a revolutionary design approach
Higher development costs have with each generation
Longer fab cycle times
Harold Teague
ETM 5121 Project Proposal – Summer ‘03
1.0. Introduction (cont.)
• Problems surrounding new interface development (cont.)
• Firmware compatibility and maturity
• No existing design to leverage
• Developed in parallel with LSI
• No way to verify “proper” operation ahead of hardware
• Market timing & transition - three concerns
• Technical requirements are likely to change
• Customers requirement tied to their development activities
• Transition rate will significantly impact the volumes and revenues
Harold Teague
ETM 5121 Project Proposal – Summer ‘03
SAS Introduction Timing
ANSI
Original
Promoters
T10
Original Promoters
+ Contributors
(25)
Q301
Q401
Q102
Q202
Q302
Q402
Rev. 16
SAS Spec
Rev. 1 for
T10 Letter
Ballot
Q103
Q203
T10
Letter
Ballot
Public
Review
Official ANSI
Spec
Harold Teague
ETM 5121 Project Proposal – Summer ‘03
Interface Transition Comparisons
U320
Transition influenced by:
• Minimal hardware changes
• Usable in legacy modes – e.g. U160
• Universal use across enterprise market
60%
50%
Customer 1 SAS ramp plan
• Strategy to transition new platforms within 18
months
• 4 platforms will launch with SAS
• Currently Working 3-way efforts to mitigate
issues
40%
30%
20%
10%
0%
1st
2nd
U320
3rd
SATA
4th
C1-SAS
Fibre Channel
Not comparable to SAS because:
• Initially driven by only one major OEM for multiple generations
• Used only at high-end of market– small volumes
• 2Gb transition hampered by slow infrastructure development
Harold Teague
ETM 5121 Project Proposal – Summer ‘03
5th
Industry SAS
Transition influenced by:
• Targeted at majority of enterprise segment
• OEM driven effort – HP’s focus,
Dell, IBM plan to follow,
Intel strongly supports
• Infrastructure activity/plans:
High priority at Maxtor, Hitachi, Fujitsu,
Adaptec, LSI etc. etc.
SAS
SATA
Transition influenced by:
• Considerable part of PS market segment
dominated by cost focus – not available to
SATA until cost parity achieved
• Constrained by availability of integrated SATA
port on motherboard.
2.0. Problem Statement
A new product is planned incorporating the SAS interface, but is now at
risk due to development issues
• Original LSI strategy – pull in the next generation LSI architecture
• Maturity concerns mitigated by a leading sister chip
• Sister part schedule has now slipped to be of no use
• 3 to 5 $1M each turns anticipated
• If the original intent of checking out the sister part first is maintained, a
significant schedule push is incurred. Such a schedule slip has
significant ramifications for product revenues, market share, and industry
leadership
• Other options exist for SAS LSI, but cost, performance and schedule
tradeoffs must be evaluated – apparently no good solution
• Original Firmware strategy - use new platform firmware w/SAS interface
• No check out on target hardware
• Maturity based on testing of a hybrid firmware operating on current
generation fiber channel LSI
• Current product firmware set does not incorporate the SAS; considerd
difficult to modify and maintain, assessment is that this firmware could
be modified to support SAS, but reliability would be a concern
Harold Teague
ETM 5121 Project Proposal – Summer ‘03
2.0. Problem Statement (cont.)
A new product is planned incorporating the SAS interface,
but is now at risk due to development issues (cont)
• Market Timing and Demand Uncertainty
• A key customer has moved their requirement up by several
months
• G2 indicates competition may have improved their schedule
Problem to be resolved – how to meet the market demands
•
•
•
•
Customers’ schedule
SAS functionality, performance, and cost
Accommodate issues associated with new interface
Achieve a market leadership position
Harold Teague
ETM 5121 Project Proposal – Summer ‘03
Gross Profit Comparison
$14,000
SAS Volume Breakdown
35
$12,000
30
25
20
$10,000
Original
15
10
Original 2Q Shift
5
$8,000
-
$6,000
Original Plan
$4,000
2Q Slip
$2,000
$0
Q4FY04
Q1FY05
Q2FY05
Harold Teague
ETM 5121 Project Proposal – Summer ‘03
Q3FY05
Q4FY05
Q1FY06
Q2FY06
Q3FY06
Q4FY06
Total
3.0. Measures of the Problem
Product is introduced according to the new marketing
requirements to maximize revenue & profit opportunity.
• Establish market leadership – first to market.
• Technology is mature at product introduction as measured by
standard qualification procedures.
• Increased technology leverage based on existing or proven
platforms is an early indicator.
• Plan has inherent flexibility for accommodating unexpected
changes.
• Development costs are minimized relative to the current path on
this and other programs.
• Options are developed to only incur incremental costs if market
development warrants rather than plan for the optimistic
technology adoption and market transition.
Harold Teague
ETM 5121 Project Proposal – Summer ‘03
4.0. Project Objective
Develop a strategy for delivering a SAS interface
product that:
•
•
•
•
•
•
•
Meets customer schedules
Is viable – achievable, acceptable risk
Is technically mature
Minimizes costs
Provides maximum design flexibility
Leverages existing development
Minimizes additional development resources.
Harold Teague
ETM 5121 Project Proposal – Summer ‘03
5.0. Specific Deliverables
If the Project objectives are to be realized, then the following
are required:
• An LSI development and integration strategy.
• A firmware development and integration strategy.
• Inherent flexibility to accommodate late interface standard changes
or customer issues and incompatibilities as measured by time and
cost to make changes.
• Cost tradeoff analysis for various options.
• Risk tradeoff analysis for various options.
• Detailed product plan & recommendation.
Harold Teague
ETM 5121 Project Proposal – Summer ‘03
6.0. Alternatives Considered
1. No change to current plan. Update plan to account for
schedule slips and continue as usual.
• Accept potential market loss and revenue impact.
- or -
• Discount marketing and customer feedback based on
transition histories.
2. Replace the existing SAS strategy and plan with a
completely new plan and discard the current efforts
3. Develop a hybrid SAS strategy and plan that adjusts the
existing plan to leverage its deliverables in the future, but
adds a parallel strategy and plan that better meets the
company’s and customers’ near term requirements.
Harold Teague
ETM 5121 Project Proposal – Summer ‘03
7.0. Project Approach & Criteria
The project will be executed as follows:
1. Conduct kick off meeting
2. Assign options and alternatives for feasibility analysis.
3. Team pulls together options and develops project relationships,
dependencies, and timing.
4. Team analyzes risks and costs of various alternatives, including
market impact and flexibility. Alternatives are ranked according to
risk, cost, flexibility and market impact.
5. Team develops a recommendation.
6. Submit plan for review to all of the stakeholders, including vendors.
7. Review plan with executive team for approval.
8. Initiate execution under Advanced Technology Implementation
program manager for tracking and management.
9. Coordinate schedule and plan with key customers and other partners.
Harold Teague
ETM 5121 Project Proposal – Summer ‘03
8.0. Project Plan
Harold Teague
ETM 5121 Project Proposal – Summer ‘03
9.0. Planned Use of MSETM materials
ETM 5110 - Managing Virtual Project Teams: to bring together the multisite, cross-functional team to support the various activities necessary to
complete the project.
ETM 5110 – Leadership Strategies: techniques and approaches for
developing momentum for the product and associated strategies.
ETM 5241 – Strategic Project Management: project management skills
ETM 5251 - Problem Solving and Decision Making: to identify the
problems and potential problems, possibilities, and choose a solution
path.
ETM 5291 - Failure Mode and Effect Analysis: to identify areas that have
been overlooked from a product design perspective, a product and
technology introduction perspective, and an execution perspective.
IEM 5010 – Leading and Managing Technology Implementation:
technology management and assessment.
Harold Teague
ETM 5121 Project Proposal – Summer ‘03
9.0. Planned Use of MSETM materials
IEM 5503 – Finance and Advanced Capital Analysis: financial tradeoffs
for various project options.
IEM5823 – Performance Management and Improvement: methods and
strategies to improve project execution.
MGMT 5553 – Management of Technology and Innovation: development
of innovative solutions and approaches.
MKTG 5133 – Marketing Management: interfacing with key customers
and vendors to develop a successful technology/product introduction
strategy.
Harold Teague
ETM 5121 Project Proposal – Summer ‘03
End of Material