André van de Geijn

Collaboratism

People, Processes and Profitabilityin the Semiconductor Assembly and Test Business

denotes a distinctive system of beliefs, myth, doctrine or theory that guides a social movement, institution, class or group.

-ism

collaborateis a recursive process where two or more people or organizations

work together on common goals.

Are you an enterpreneurial spirit?

yes________no_______

Are you an enterpreneurial spirit?

yes________no_______

Are you constantly thinking about how to create value and build new businesses, or how to improve or transform your organization?

yes________no_______

Are you an enterpreneurial spirit?

yes________no_______

Are you constantly thinking about how to create value and build new businesses, or how to improve or transform your organization?

yes________no_______

Are you trying to find innovative ways of doing business to replace old, outdated ones?

yes________no_______

If you’ve answered ‘yes’ to any of thosequestions, welcome to the group!

If you’ve answered ‘yes’ to any of thosequestions, welcome to the group! And this book presentation!

Create a profitable business, by optimal use of: people supported by processes,generating services or products, which differentiate from the competition.

Business Model

Profitability

Development Introduction Growth Maturity Decline

Sales

Profit

Loss

Money

Time

Investment followed by a profit.Where profit is bigger than investment.

Process ≠ Paperstack !But individual steps, supporting the creation of a product.

Products = SemiconductorsWhich end up in:Memory, Bankcards, CPU, Car-ABS etc.

Key Differentiators

1. Functionality

2. Cost

3. Quality

4. Time-to-Market

Key Differentiators Example

ABS Module priority:

1. Quality

2. Functionality

3. Time-to-market

4. Cost

Sales

Profit

Loss

Money

Time

B

C

A

The story of being too late:Cost impact with a delay in time-to-market:Bigger loss, followed by less ‘sales and profit’

Package differentiatorsNumber of connectors, package size, package technology, end-product functionality.

Package differentiator

Same function, but:

Different package

Means:

Different process

Different workflows

Different application

Processes, Workflows and Applications, are not only different, but they also interact with each other!

Processes, Workflows and Applications, are not only different, but they also interact with each other!

...and with the other aspects

WorkflowsProcesses Applications

ProcessesIndividual steps, supporting the creation of an end-product.

Some Process Examples

Building a skyscraper

Design by architect

Bill of materials

Assemble the building

Processes

Building: key differentiators

Take care of the cost, functionality, quality and time-to-market.

Is it a nomad shelter, your villa, or an office building to host 1000 employees?

Influences the processes

Building: key differentiators

Take care of the cost, functionality, quality and time-to-market.

Is it a nomad shelter, your villa, or an office building to host 1000 employees?

Influences the processes

Baking a pizza

Select the pizza you want: menu or cooking book

Collect the ingredients

Assemble the pizza and bake it!

Processes

Pizza: key differentiators

Pizza: key differentiatorsTake care of the cost, functionality, quality and time to market.

Is it going to be a ‘freezer’, take-away, or top of the shelf Roman restaurant pizza?

Pizza: key differentiatorsTake care of the cost, functionality, quality and time to market.

Is it going to be a ‘freezer’, take-away, or top of the shelf Roman restaurant pizza?

Or to improve your kid’s eating habits!

B

A

Vdd

A

Z

B

Vss

Produce a semiconductor end-product

Design the product

Processes

Produce a semiconductor end-product

Design the product

Diffuse the circuit

Processes

Produce a semiconductor end-product

Design the product

Diffuse the circuit

Assemble and test the end-product

Processes

Key Differentiators Example

ABS Module priority:

1. Quality

2. Functionality

3. Time-to-market

4. Cost

Commonality:Buildings & Semiconductors

Efficiency: it is NOT likely that a single person or company can fulfill all needed process steps by itself!

It is all based on core competences.

Collaborate

A person working on a single process, needs to know

the outputs of the previous process

the inputs of the next process

This will improve your core competence

WorkflowsProcesses Applications

WorkflowsConnect the individual process steps.

Design Di!usion Assembly/Test

Semiconductor WorkflowConnects the top-level processes.

Design Di!usion Assembly/Test

Focus on TestTest devices, and remove fail devices.

Test Quality

Inking

!

"

#$ %

&

Standard Test WorkflowBuild up by three processes.Different workflows possible.

Design Di!usion Assembly/Test

Extended WorkflowDifferent processes influence each other.

Edge Die

Ugly Die

PCM Die

Test Analysis

Quality Merge

!

"

#

$

%

&

Extended Test WorkflowBuild up by four processes, merge results of diffusion with assembly/test processes.

Design Di!usion Assembly/Test

Focus on TestTest time reduction, by parallel testing.

Test time reductionTest several products at once

Reduces costly test time

For small products

For products with long test time

Think of up to 87% cost reduction with 8 products parallel testing!

Test timereduction

This needs special hardware, to expand tester capacity.

And special software for optimized path finding.

Remember the costs Key Differentiator!

Invest to create a ‘bigger’ profit.

Application influence

One application for test

One application for merge

One application for test time reduction

Why not one application to support all !

Grinding Dicing

Wire bond Die attach

Encapsulation Marking

Final Test Trim - Form and Singluation

Tape and Reel Packaging

!

"

#

$

%

&

'

(

!)

*

Standard assembly flow

In place for many years, used for standard packages with pins.

Grinding Dicing

Wire bond Die attach

Encapsulation of an Array of Dies Instrip Test

Quality Automatic Inspection

Marking Singulation

!

"

#

$

%

&

'

(

!)

Tape and ReelMarking

*

!!

!"

Small package assembly flow

In place for few years, used for packages with terminals.

Different packages

Basic package with pins

Followed by package with terminals

Small package

Grinding Dicing

Wire bond Die attach

Encapsulation of an Array of Dies Instrip Test

Quality Automatic Inspection

Marking Singulation

!

"

#

$

%

&

'

(

!)

Tape and ReelMarking

*

!!

!"

Small package assembly flow

In place for few years, used for packages with terminals.

Workflow Option ! Workflow Option " Workflow Option #Mark the devices in the substrate. Add an identifier to the substrate. Add an identifier to the substrate.Put the substrate on an FFC. Test the devices on the substrate.

And create an electronic substrate map with the substrate identifier.

Test the devices on the substrate. And create an electronic substrate map with the substrate identifier.

Test the devices in the substrate on the FFC.

Selective marking of pass dies on the substrate, using the substrate map.

Selective marking of pass dies on the substrate, using the substrate map.

Separate the devices on the FFC. Load the substrate on an FFC. Load the substrate on an FFC.Pick and place the FFC devices in a tape.

Separate the devices on the FFC. Separate the devices on the FFC.

Pick and place the FFC devices in a tape.

Peel the devices from the FFC, and load the bulk in a sorter, which will only pick the correct marked devices, and put them in a tape.

Different workflows, one resultWorkflows for small packages depend on the available equipment: cost and time-to-market

Island automationOne application for each problem !Means high maintenance, no integration!

WorkflowsProcesses Applications

ApplicationsSupport the workflows:The lubricant that helps to run the processes smoothly.

Create User Groups

Collect Process Steps Details

Collect Business Details

Group User Needs

Create Application Land-scape

Create Roadmap

Create and Roll-out Ap-plications

Application DevelopmentWorkflow

A workflow to get the needs on the table, which support the business.

Define who does what.

Create the roadmaps.

Start the implementation.

Michael PorterCompetitive Advantage

Industry competitors

andextent of

rivalry

BuyersSuppliers

Substitutes

New entrant

AlexOsterwalder.comThe 9 building blocks of a business model

Keypartners

Cost structure

Keyactivities

KeyResources

Valuepropositions

Revenuestreams

Customersegments

Customerrelationships

Channels

User groups store their requirements in the repository.

From the repository the requirements are grouped.

Create application landscape and the roadmap.

Build applications.

Collect application requirements

Holistic Application LandscapeA landscape that looks the same for each production facility, and can easily be copy-and-paste.

Building solutions supported by the core business of others.

Reliable software.

Hardware boards for test reduction.

Collaboration tools.

Core business!

Money

Time

BasicFunctionality

IntermediateFunctionality

AdvancedFunctionality

Profit

Loss

Establish applications in phases,to support the business as soon as possible.

How to establish applications

Money

Time

BasicFunctionality

IntermediateFunctionality

AdvancedFunctionality

Profit

Loss

Collaborative activity between user groups, architects, software engineers: internal & external.

Sustainability

Different packages

Basic package with pins

Followed by package with terminals

Example

Different packages

Basic package with pins

Followed by package with terminals

Example

Wafer maps

Basic functionality

Intermediate functionality

Advanced functionality

Example

Money

Time

BasicFunctionality

IntermediateFunctionality

AdvancedFunctionality

Profit

Loss

Business model generation in a collaborative way.It’s all about collaboration

Example

Asset light & differentiators:

Easy copy and paste of applications of subcontractors to subcontractors.

First product life cycle with single die testing (time-to-market!)

Second product life cycle with acceleration hardware (cost!).

Collaboration is the key ! Design - diffusion - assembly and test.

Subcontractors: at the begin, the end, and in between the value chain.

Define the efficient cores, and let them collaborate, towards a profitable business.

Collaboration is the KEY !Design - diffusion - assembly and test.

Subcontractors: at the begin, the end, and in between the value chain.

Define the efficient cores, and let them collaborate, towards a profitable business.

Collaboratism

Collaboratism

Collaboratism

Think about the whole value chain,

Collaboratism

Think about the whole value chain,who should do what, who is good in what!

Collaboratism

Think about the whole value chain,who should do what, who is good in what!

These all create a profitable business,

Collaboratism

Think about the whole value chain,who should do what, who is good in what!

These all create a profitable business,based on efficiency and competitiveness.

Collaboratism

Think about the whole value chain,who should do what, who is good in what!

These all create a profitable business,based on efficiency and competitiveness.

The End

Collaboration =

The Beginning

“Collaboratism shows us the amazingly tight integration and collaboration between

design, test, and assembly engineers and processes in the semiconductor industry.

It’s a deep-dive into a world most of us would never see - making clear just how much genius went into making the brains of devices we unthinkingly depend upon every day.”

—Brian Behlendorf, founder of the Apache Software Foundation