Product architecture is the
foundation of your business. It determines your market
penetration, profitability and growth. We design products that ...
- Solve pressing customer problems
- Deliver value not available in competing
solutions, ideally using patentable technology that creates a high
entry barrier for competition
- Are built for flexibility, scalability and
high reliability
- Can be developed within the available budget
- Have the desired profit margin
We work with target customers to validate their
requirements. Then we produce a detailed architecture
specification and design. We can work with your team to implement the
product, or bring in developers to work with your team. We involve
the R&D and production teams during architecture design to get their
input and buy-in on the development and production costs.
Through substantial
experience of bringing products to market, we are keenly aware of
the impact architecture has on a business. The right architecture can
make your company thrive. The wrong architecture can have
devastating effects. We can get your business off to a good start with
the right product architecture.
Product advocacy consists of
evangelizing your solution through a focused campaign of
presentations,
white papers and
published articles. In a standards-driven industry, such as data
communications, this campaign often includes and centers around
industry standards work.
In the data communications
market even the best products have little chance of success unless they
are standards-compliant. The challenge is getting to market ahead
of competing companies all ostensibly working together, but actually
hoping to influence the emerging standard to gain competitive
advantage. Smart companies develop their product in parallel with the
standard and advocate their approach for inclusion in the standard. This
is a tough job that requires strong technical, diplomatic and missionary
skills - all coordinated and focused on the goal of getting the best
possible standards-based product to market ahead of others in the race.
Fanny has a track record of
doing advocacy successfully and against great odds at Azimuth and at
Scope Communications. The challenge at Scope was multifold as the
company was tiny and under-resourced. Nevertheless, through a
multitude of Matlab simulations, white papers, presentations and test
events, Fanny influenced the multi-billion dollar cabling market to test
twisted pair cabling beyond 100 MHz thereby advocating the unique
architecture of the WireScope.
Her papers on ATM channel
requirements are still being referenced today in the cabling
industry and her work was instrumental in successfully selling the
company to Hewlett Packard. For Azimuth, Fanny was able to start a
working group dedicated to defining test methodologies for 802.11
products. Prior to her efforts with 802.11T, a test group has never
existed under IEEE 802. She directed the development of the
802.11T draft to include controlled test architecture that is the
foundation of the Azimuth architecture. This effort helped make Azimuth
the de facto industry standard for Wi-Fi test.
Many products are based on
industry standards developed by organizations such as IEEE, TIA, ISO,
Wi-Fi Alliance, 3GPP and others. Participation in the industry
standards is essential to…
- Get to know your competition and their
positioning
- Influence the standard to incorporate your
architecture
- Adjust your product development course and
positioning depending on the direction of the standardization
process
- Demonstrate your technical strengths to
potential partners
We have extensive experience working within
standards organizations to advance a cause. Over the years we have built
standards-based products and contributed to standards development at
IEEE, TIA, ISO and ANSI. In August of 2004 Fanny founded the IEEE
802.11T committee developing test specifications for the Wi-Fi market
and worked with this group to make sure that the test methodology
central to the Azimuth platform architecture is standards compatible.
Patents increase the value of
your company. They protect your product architecture and unique
technological capabilities from competition. We are skilled at
identifying and articulating the patentable aspects of your technology.
We can help you develop patent applications and create a long-term
strategy for your intellectual property.
Product performance tests can be effective in
demonstrating advantages of your product in the market. Through
years of competitive performance testing at Scope, Agilent and Azimuth,
we are experts at staging product tests. We have authored a number
of white papers on test that describe product accuracy and competitive
performance. Representative examples are "WireScope
155 Accuracy Analysis" and "155
Mb/s ATM Bit Error Rate Test".
We produce training material and competitive
analysis for your customers and for your sales team. We can give
seminars and provide sales assistance at customer sites.
Presentations at tradeshows and seminars are
valuable promotion tools. We develop
presentations describing technology and industry trends with the
theme that puts your product in the best light. We are skilled at
delivering presentations at industry forums and tradeshows.
The best articles and white
papers are educational for the target audience and promote your product
in a subtle way. Articles published in industry press explaining
technology trends and standards while at the same time highlighting the
benefits of your positioning are highly effective at promoting your
offering. We are experts at this type of writing.
Our work speaks for itself.
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