Understanding the relationship between the Role of Research and the Process of Development.

1. 1
A Capability Model for
Product Development
MMEP Workshop, UoCambridge, 27jun14
Prof. Ian Phillips
Principal Staff Engineer
ARM Ltd
ian.phillips@arm.com
Visiting Prof. at ...
Contribution to
Industry Award 2008
Slides and Video @ http://ianp24.blogspot.com 1v0
Opinions expressed are my own ...

2. Business Capability
 The literature that I have surveyed refers to a Business as having a Capability (Singular),
which effectively defines it Market
2
 Yet single Businesses often (usually) have several quite-different related Products and Markets
 Development is seen as something that happens just once in a Products life
 In reality it happens several times
 Research is perceived as a luxury activity; not necessary for lean-Business
 In reality it is necessary for all ongoing business
 Innovative product is a better one than others with the same background produce.
 But we organise our Business Processes to encourage regularity and uniformity
... We teach this model of Business to our MBAs, despite it being wrong!

3. 1998- Canon EOS Rebel GII
3
 Need: A Mechanism for enhancing human memory (Camera)
 Technology: ...
 Lenses
 Fine Mechanical Mechanisms
 Basic Electronic Exposure Meter
 Plastics and Metals; and their Forming
 Manual Assembly
 35mm Film
System-Level
Mechanical Computation
35mm Film Camera

4. 2014 - Canon EOS 5D
4
 Need: A Mechanism for enhancing human memory (Camera)
 Technology: ...
 Digital Electronics
 Software
 Memory (NV and RAM)
 Lenses and Displays
 Analogue Electronics (Network & GPS)
 Sensors and Transducers (CCD & MEM)
 Mechanics
 Micro-Motors
 Batteries and Energy Storage
 Illumination Discharge Tubes
 Plastics and Metals; and their forming
 Electronic Packaging
 Robotic Assembly ... Technology External to the Product!
... All of these Technologies are available to
21c Businesses today ...
Incorporating DIGIC5+ (ARM)
System-Level
Computation
‘Classic’
Computer
Q: So why couldn’t ARM make a
camera to compete with Canon?
A: Because Canon has Capabilities
that we don’t have in-place!

5. Capabilities Limit a Business's Product Options ...
... they are also an Entry Barrier to your Competitors
 Businesses need to Know they can make a Product before they Start
5
 Capabilities help to Manage the Risk (There’s frequently no second chance!)
 Making a Product is Work; but based on Capabilities it is Known-Work!
 Unknown’ leads to Protracted Timescales, Blown Budgets, Lost Opportunities and Panic!
 Business need and Appropriate set of Capabilities, before it
commences a Product Development
CAPABILITIES
Product
Development
... And Different Products (even Similar) may need different Capability-Sets
PRODUCT

6. From Science to Exploitation
Positioning the roles in a Business Context ...
 Science – Demonstrated Fundamentals.
Predictable behaviour, Encapsulated, New
 Technology – Scaled-up Science.
Reliable and productive enough for use in a
real Product or its Process.
May be New-to-All, or just New-to-You
(others may have this as a Capability)
6
Technology
Science
Science
Science
Science
Science
 Capability – Installed Technology.
In-place in business, ready for mission-critical
use in a New Product Development.
 Product – Delivered Functionality.
Desirable, Cost-Effective, Functional, Quality
Capability
Capability
Capability
Capability
Capability
Capability
Capability
Technology
Technology
Science
Science
UNKNOWN
Unknown
Concept
WORK (known)
Enquire, understand & establish (Research)
Exploit knowledge (Development)
Specific Product
Capabilities
Technologies
Sciences

7. The Capability Model1 of Development
Capabilities are the way that Science gets into Product
 A Capability is an Installed ‘Unit’ of Technology, such that it may
be used and relied upon for Mission-Critical Business purposes.
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 They are Installed: Reliable, Trusted, Predictable, Usable.
 They Cross Discipline Boundaries (HW, SW, Optics, Multi-Chip, etc)
 They are NOT Product Specific ...
 Eg: Need Fortran capability by 2016. Need to handle Logic Reliability by10nm node. Need 3D
capability to replace Moore’s Law by 2025. Need 10x power efficiency improvement by 2020.
Need MP JIT Java Compiler by 2018. Need to know how to assemble MEMs by 2020
 They can be Technology Answers ...
 Eg: How will our Industry handle the end of Moors Law? How can we increase our Customers
and their Customers Productivity? When will Transistor Reliability become a serious issue?
... Capabilities are the Foundations for Product Development
... they are established by Research (literally: “Finding out”)
1: As a technical concept, not directly described by literature.