The way to make
a $1B company
K.S. Pua
Oct, 2012
潘健成 (K.S. Pua)
• Nationality: Malaysia (Sekinchan)
• 育群小學 (1981 ~ 1986)
• Pin Hwa High School (巴生濱華中學) (1987 ~ 1992)
• Bachelor of NCTU(交通大學), Taiwan (1993 ~ 1997)
• Master of Electrical & Control Engineering, NCTU, Taiwan (1997 ~ 1999)
• Chairman & CEO / Phison Electronics Corp. (群聯電子)
• Director / The Schoolfellow Association of NCTU, Taiwan (交大校友會)
• Director / Pan Wen Yuan Foundation (潘文淵文教基金會)
• Director / Global Talentrepreneur Innovation & Collaboration Association (國際創新創業發展協會 )
Awards received:
• “Become a Fellow of Chinese Society for Management Of Technology in 2009”
(第十屆中華民國科技管理學會院士（Fellow）)
• “ERSO Award 2009” of Pan Wen Yuan Foundation
• “THE OUTSTANDING YOUNG MALAYSIAN AWARDS 2008 (TOYM Award 2008)”
• “Entrepreneur OF The Year 2008 Taiwan” from Ernst & Young Group (2008安永年度創業家大獎)
• ”The President Award of National Management Excellence Award 2006”
(2006台灣國家十大傑出經理獎之總經理獎)
• “2006 Dr. Horiba Entrepreneur Award” from AABI (Asian Association of Business Incubation)
• “Outstanding Young Manager Award” of HsinChu, Taiwan, 2005
(2005台灣新竹區傑出經理獎之傑出青年經理人獎 )
• “Outstanding Young Entrepreneur Award” of TAIWAN BUSINESS AWARDS, 2005
(2005臺灣企業獎之傑出青年企業家獎)
The Life Stories
My 2 Cents on Entrepreneurship
My Life Story
An ordinary but interesting story
from the son of a farmer
Personal Background
• Studied in Sekinchan of Selangor & enjoyed a wonderful childhood.
• Graduated in Pin Hwa High School and decided to earn Bachelor’s
degree in a foreign country.
• Went to Taiwan when I was 19 and luckily entered National Jiao
Tung University.
• Before sophomore years, just wanted to graduate and find a job
back in Malaysia.
• However, when entered the junior year, realized that earning a
Master’s degree would be nice.
• Started to participate in some technical project development.
• Founded Phison Electronics at 26 with 4 partners.
Here begins the life full of worries…….
And deal with unexpected things every day……..
My 2 Cents on Entrepreneurship
Company Introduction
NAND Flash Application Solution
Provider
Phase I (2008)
Controller IC Design & System
Integration
Established in Nov 2000
Based in Zhunan, Taiwan (15 min
South of Hsinchu Science Park)
Phison = Founded by “5-Person”, more
than 14 years of experience in NAND
Flash Industry
Now 640 Employees (335 Engineers)
Phase II (2012)
Global Support Map
Hsinchu, Taiwan (HQ)
HQ / Direct Office
Tokyo, Japan
Tech Support
Sales Agent
N. America: USA
S. America: Brazil
Europe: Italy, France, Germany, UK
Asia: China, India, Japan, Korea,
Malaysia, Russia, Taiwan
San Jose, USA
Penang, Malaysia
Shenzhen, China
Company Milestone
Time
Achievement
05.2001
Announced the World's First Single-Chip USB Flash Drive Controller (PS1001) and
Pen DriveTM
04.2002
Invested by Toshiba Corporation and M-Systems Ltd.
09.2004
Launched SD/MMC memory card controller
12.2004
Initial Public Offering (IPO) in Taiwan
05.2006
Founded and became Board of Director of Open NAND Flash Interface (ONFI) with
Intel, Micron, Sony, Hynix and ST
06.2008
Invested by Kingston Technology and Hynix Semiconductor
01.2009
Elected Board of Director of SD Card Association (SDA) along with Nokia,
Motorola, Canon, NEC, HP, Sharp and other companies
05.2009
eMMC controller adopted by NAND Flash manufacturers and designed into
various tier-1 smart phones
10.2009
G&D JV "Giesecke & Devrient Secure Flash Solutions GmbH"
01.2010
NAND Flash controller IC shipped in 2009 – 244 Million Units
05.2010
Ranked 65th in Bloomberg BusinessWeek “The Tech 100” – Annual list of World’s
top technology companies
10.2011
PS3105 SATA controller design-win in World’s 1st Ultrabook
12.2011
NAND Flash controller IC shipped in 2011 – 556 Million Units
Revenue
Unit: US$m
1200
1,100
1,007
1000
750
800
630
600
575
548
378
400
192
200
4
25
'01
'02
74
119
0
'03
'04
'05
'06
'07
'08
'09
'10
'11
'12
1H
Core Value = A Total Solution Provider
Phison Knows What You Need
from raw NAND to retail
Have everything to assist
Corporate Brands quickly launch
products
Hassle-free “One-Stop Shop”
Turnkey
OEM / ODM
System
Integration
IC Design
Offer a variety of services and
maintain flexibility in our business
No Own Brand for finished
product to avoid competition
Phison is the “Somebody”
Patent Portfolio
Region
Pending
Granted
Taiwan
204
120
China
166
128
USA
144
104
6
25
520
377
Others
Total
US-Granted Patents
6,490,163 6,724,680
6,876,579 6,880,024
7,187,583 7,206,893
7,225,291 7,243,186
7,263,649 7,276,889
7,376,781 7,649,794
7,840,745 7,949,929
8,055,837 8,103,820
6,792,501
6,916,208
7,222,211
7,259,988
7,319,360
7,822,912
8,037,233
…..
* Updated Jul 2012
LBA to PBA mapping to improve
Random Write Performance and
maximize Device Life Time
Solve the problem of accumulated
error introduced by Copy Back
operation
Smart card technology embedded
Mobile Security
Data Integrity of MLC large block NAND.
Improve performance of partial page
programming
Flash management for eMMC Products
to support new NAND Flash architecture
and to improve performance
Product & Application Overview
SD & microSD
USB Flash Drive
SSD
PATA/SATA
Flash Module
CF
Smart Card
microSD
Diversified product mix for NAND applications
eMMC
Flash Device
Duplicator
8 Rules for Successful Startup in High-tech
Team Work
Core Values
Innovation & Execution
Business Model
Concentrate & Master the business
Establishing Key Relationships
Financial Management
Organization Management
The core principle of starting a successful business
- Team Work
• 創業伙伴理念一致，有堅持恆心
(Shared vision and perseverance!)
• 創業伙伴的信任與團結
(Strong teamwork and trust among the partners)
• 經營階層有仲裁機制，避免多頭馬車
(Management to facilitate priority and avoid divergence in
direction setting)
• 領導人物的心態 (Attitude of the leaders)
• 團隊成員之組成 (Right team members composition)
The core of starting a successful business
- Core Values
• 團隊能否建立核心價值
(The need to have a common core values among team
members)
(special techniques or marketing experience...etc)
• 最忌諱人云亦云，隨波逐流
(Never forget that only dead fish swim with the stream)
• 核心價值的可延伸性
(The expendability of the core values)
Malcolm Muggeridge quote
The core of starting a successful business
-創新與執行力 (Innovation and Execution)
• 有好點子卻無法快速執行，只是空談作夢!
(Creativity is useless without timely execution)
• 人類抄襲的能力很強!
(Humans are born to imitate)
• 要有強的執行力，須有強的經營團隊
(Only strong teamwork will lead to strong execution)
• 唯有強而快速的執行力，才能與對手拉開距離
(Only strong and timely execution can break away from
competitors)
The core of starting a successful business
- Business Model
• 有好的技術，不表示創業一定成功!
(Good techniques doesn’t necessarily lead to success)
• Business Model要量身訂做!
(Business model has to be customized)
• 多聽、多看、多想、多討論
(Always keep your eyes, ears and mind open)
• Business Model應可及時調整
(Business model should be flexible and adaptable)
The core of starting a successful business
- 專心、專精 (Concentrating and Mastering)
• 創業需要花上200%的精神
(Starting a business requires tremendous focus and
dedication)
• 對技術、產品、市場要專心
(Laser focus needed on technology, products and market)
• 市場與產品有高低潮，如何判斷?
(Ability to analyze the market and product volatility)
• 隨風起舞是很危險的
(It’s dangerous to blindly follow the trend)
The core of starting a successful business
-重要關係的建立 (Establishing Key Relationships)
• 出外靠朋友!
(At home, you rely on your parents. Away from home, you rely
on your friends – Chinese proverb)
• 自立自強，人助自助!
(God helps those who help themselves)
• 要贏得他人對公司的信任與尊重
(Earn others’ trust and respect for the company)
• 處處將心比心
(Show compassion)
• 市場策略聯盟的善加利用
(Maximize co-marketing strategies)
The core of starting a successful business
-財務規劃 (Financial Management)
• 優秀的、可信任的財務人員是必要的
(It’s crucial to have someone trustworthy to manage the
company’s financial)
• 未雨綢繆
(Always be prepared for the rainy days)
• 善加利用初創事業的資金
(Use the initial funding wisely)
• 開源節流
(Explore new income and reduce expenditures)
The core of starting a successful business
- 組織管理 (Organization Management)
• 創業不易，守成更難!
(It’s hard to start a business but it’s even harder to sustain it)
• 系統化的組織管理
(Systematic management)
• 公司永續經營的決心!
(Need determination to run a sustainable business)
• 儲備幹部之培訓
(Management team development)
• 團隊文化的建立
(Establishment of team culture)
Atual cenário do Brasil
(Brazilian current scenario)
Atual cenário do Brasil
Diretriz do Governo Federal:
“Transformar o Brasil em potência científica e tecnológica.”*
Orçamento MCTI
2012: R$8,8bi
2013: R$10,2bi
Necessidade de
Produzir Tecnologia
Benefícios Fiscais:
- PADIS;
- Lei de Informática;...
Incentivo financeiro para
Pesquisa &
Indústria Básica de Tecnologia
(semicondutores, placas eletrônicas, ...)
*Diretrizes de Governo: http://www2.planalto.gov.br/presidenta/diretrizes-de-governo
Atual cenário do Brasil
• Precisamos de mais Pessoas ...
• As
indústrias
de
tecnologia
(especialmente
semicondutores) requerem profissionais com alto grau de
especialização. A maioria das Universidades brasileiras
ainda não forma profissionais para as indústrias do setor.
• Os novos cursos e treinamentos precisarão de
professores. Precisaremos de profissionais atualizados e
qualificados, ensinando.
Atual cenário do Brasil
• Precisamos de Velocidade!
• Nova tecnologia geralmente significa maior complexidade.
1 ano e meio
400% mais densidade
de armazenamento
2011: 16GB
2012: 64GB
43nm...32nm .................24nm....................19nm
A tecnologia muda muito mais rápido que a
qualificação profissional!
Atual cenário do Brasil
• Acompanhar as mudanças tecnológicas mantendo um
programa de ensino atualizado é sempre um GRANDE
desafio para as Instituições de Ensino.
• Empresas + Instituições de Ensino = parcerias com finalidade de
renovar e multiplicar o conhecimento.
• Cursos atualizados com maior frequência;
• Estudantes mais conectados com o exercício da profissão e com o
ambiente de trabalho.
Atual cenário do Brasil
Como o exemplo da Phison pode contribuir
com as empresas do Brasil?
Role Model: “It is possible!
We’ve done that!
We keep doing!”
Know How
A Phison cria desde o rascunho dos circuitos até o produto final embalado para o
varejo;
Por conta das rápidas mudanças nas tecnologias e da forte competitividade no setor,
o aprendizado e as atualizações dos produtos acontcem ininterruptamente.
Fornecedor de soluções
A Phison pode trabalhar com parceiros locais, realizando intercâmbio de
conhecimento, soluções técnicas e suporte para produtos relacionados à tecnologia
de NAND Flash.
Startup is never easy, it takes hard
work, need a great team, the right
timing and a little luck to succeed.
I hope my humble opinion can
spark some good reflections for you.
Thank You!
www.phison.com