Sujan Sami: Could you brief me about Corelis, Inc. and its activities?
George B. La Fever: Corelis, Inc. was founded in 1991 and introduced our first JTAG boundary-scan products in 1998. We have been leaders and innovators in this international market ever since. Our customers range from start-up companies to those at the top of the Fortune 500. Just over two years ago, Corelis became part of Electronic Warfare Associates, Inc., (EWA) a broad-based technology company providing professional engineering services and specialized products to both U.S. and international customers.
Sujan: Could you highlight on the acceptance and adoption of boundary scan technology in the T&M market?
George: The factors that drove the creation and steady growth of boundary-scan as a viable market beginning in the 1990s have not abated. Test access, time-to-market, and cost issues are more pronounced now than ever. We expect the growing deployment of boundary-scan where reliability, high quality, and strong cost-performance are mandatory. Furthermore, the continuing industry interest in boundary-scan is evident from the number and vitality of related industry standardization projects and initiatives. Corelis is an active participant in a number of industry standards (e.g., 1149.x, 1687) and other initiatives (e.g., INEMI Boundary-Scan Adoption Project).
Sujan: The battle for the choice of platform continues. Frost & Sullivan believes that in future, vendors in the T&M world will have to co-exist, and play it safe and nice. The trend toward hybrid test system isexpected to be the norm in the future. What is your view on this going forward?
George: No one test technology is capable of providing customers with everything they need, and no single company today has the home-grown products for all the major technologies. So we certainly agree that cooperation across vendors with complementary platforms is necessary and desirable. We already do that and we'll continue to do so. For example, we recently announced a partnership with Seica, Inc., to integrate their ICT and flying probe systems with our boundary-scan and functional test products. Seica told us that they have experienced an increased demand for such integration in order to both improve test coverage and decrease overall test cost. These are the sort of benefits that customers get when test industry leaders work together.
Sujan: What interesting market and technology trends do you see that are shaping the future of boundary scan market?
George: Two years ago Corelis was the first company to introduce JTAG Embedded Functional Test (JET) technology to supplement standard boundary-scan capabilities. This technology allows our customers to easily generate at-speed tests which can help them detect signal integrity issues and other problems that traditional boundary-scan cannot. For years we have also worked with complementary partner companies to integrate our tools into other environments for more comprehensive and cost-effective test solutions. Our customers continue to tell us about applications where JTAG-based methodologies can help them, and we are devoting both marketing and R&D resources to pursue them.
Sujan: What are the growth rates do you see for the overall boundary-scan board test market?
George: We anticipate an approximate growth rate of 6%-8% per year into the mid term. Clearly, growth in the larger electronics market greatly influences any corresponding change in the board test market. We think that the boundary-scan's portion of the board test market will remain relatively stable perhaps growing very slightly compared to other board test methods.
Sujan: What efforts are you taking to drive the awareness levels up among end-users?
George: We are participating in the INEMI Boundary-Scan Adoption Project. This is a two-phased approach that will first attempt to measure current levels of boundary-scan awareness and adoption and then to take steps to increase boundary-scan's marketplace acceptance. But we expect this project to take at least a couple of years before bearing fruit, and we are not simply standing by and waiting. We are launching what we call the “Boundary-Scan University” to educate the industry about the value of boundary-scan and teach useful boundary-scan tools and techniques. Our first step in this direction has been to offer our existing training courses at no charge, and we will follow suit as we add more courses to the BSU curriculum.
Sujan: What do you feel are some of the barriers to adoption of boundary scan technology?
George: Boundary-scan needs to fit the development and test economics of board manufacturers. It does in this regard for the higher-end, complex designs where testability is most likely paramount. In contrast to ICT, where a bed-of-nails fixture can be designed without much up-front design consideration, boundary-scan requires that designers invest some time, a bit of board real estate, and some level of cost to improve testability. In consumer markets where product cost and time-to-market are the highest consideration, boundary-scan may be a more difficult proposition.
Sujan: How many players compete in this market? Do you see the number of players increasing/decreasing?
George: Today we see three main competitors in our market segment. There are other vendors in the lower market segments that we rarely directly compete. We don't expect this to change much in the near to mid term. The market probably isn't large enough or growing quickly enough to accommodate additional players without significant risk.
Sujan: What have you identified as some of the prime factors for success in this competitive market space?
George: We think the primary success factor is to know, understand and provide timely and innovative solutions to our customer needs. This fundamental approach is no different than any other business. Working closely with customers allows us to continue to adapt to the various board test technologies, applications, and environments that our customers face. We take considerable pride in both our products and our best-in-class customer support. We also clearly recognize the need to work closely with the rest of the industry ecosystem in order to make sure that our tools work well with others and fit properly into the overall market niche. For example, we are now members of Texas Instruments' Third Party programs for both their DSP and Microcontroller devices. By establishing a close relationship with silicon vendors, our products and services can be more in tune with new chip technology and thus better serve our mutual customers.
Sujan: What have been your biggest challenges as the President & CEO of Corelis and how have you re-aligned your strategies to overcome them?
George: The issues facing us now are primarily directed to improvements in infrastructure which will allow us to accommodate growth and change without an appreciable loss in effectiveness, efficiency, or the lengthening of our decision cycle. Our near-term strategies are unchanged. We intend to continue to produce quality boundary-scan products that are based on our customer's stated needs coupled with the best customer support that we can possibly provide.
Sujan: What do you, as President & CEO of Corelis, Inc., want to accomplish in the next couple of years? How would you define success for yourself?
George: Corelis' success will depend on its ability to sustain the existing product line while developing, launching and sustaining other major product lines within the next three to five years. My primary function is to facilitate this goal with: improved infrastructure capabilities and processes; enhanced sales models; disciplined decision making models; and, a full transition to a marketing/sales centric business unit.
Source: Frost & Sullivan Movers & Shakers Interview with George B. La Fever, President and Chief Executive Officer, Corelis, Inc...
George B. La Fever: Corelis, Inc. was founded in 1991 and introduced our first JTAG boundary-scan products in 1998. We have been leaders and innovators in this international market ever since. Our customers range from start-up companies to those at the top of the Fortune 500. Just over two years ago, Corelis became part of Electronic Warfare Associates, Inc., (EWA) a broad-based technology company providing professional engineering services and specialized products to both U.S. and international customers.
Sujan: Could you highlight on the acceptance and adoption of boundary scan technology in the T&M market?
George: The factors that drove the creation and steady growth of boundary-scan as a viable market beginning in the 1990s have not abated. Test access, time-to-market, and cost issues are more pronounced now than ever. We expect the growing deployment of boundary-scan where reliability, high quality, and strong cost-performance are mandatory. Furthermore, the continuing industry interest in boundary-scan is evident from the number and vitality of related industry standardization projects and initiatives. Corelis is an active participant in a number of industry standards (e.g., 1149.x, 1687) and other initiatives (e.g., INEMI Boundary-Scan Adoption Project).
Sujan: The battle for the choice of platform continues. Frost & Sullivan believes that in future, vendors in the T&M world will have to co-exist, and play it safe and nice. The trend toward hybrid test system isexpected to be the norm in the future. What is your view on this going forward?
George: No one test technology is capable of providing customers with everything they need, and no single company today has the home-grown products for all the major technologies. So we certainly agree that cooperation across vendors with complementary platforms is necessary and desirable. We already do that and we'll continue to do so. For example, we recently announced a partnership with Seica, Inc., to integrate their ICT and flying probe systems with our boundary-scan and functional test products. Seica told us that they have experienced an increased demand for such integration in order to both improve test coverage and decrease overall test cost. These are the sort of benefits that customers get when test industry leaders work together.
Sujan: What interesting market and technology trends do you see that are shaping the future of boundary scan market?
George: Two years ago Corelis was the first company to introduce JTAG Embedded Functional Test (JET) technology to supplement standard boundary-scan capabilities. This technology allows our customers to easily generate at-speed tests which can help them detect signal integrity issues and other problems that traditional boundary-scan cannot. For years we have also worked with complementary partner companies to integrate our tools into other environments for more comprehensive and cost-effective test solutions. Our customers continue to tell us about applications where JTAG-based methodologies can help them, and we are devoting both marketing and R&D resources to pursue them.
Sujan: What are the growth rates do you see for the overall boundary-scan board test market?
George: We anticipate an approximate growth rate of 6%-8% per year into the mid term. Clearly, growth in the larger electronics market greatly influences any corresponding change in the board test market. We think that the boundary-scan's portion of the board test market will remain relatively stable perhaps growing very slightly compared to other board test methods.
Sujan: What efforts are you taking to drive the awareness levels up among end-users?
George: We are participating in the INEMI Boundary-Scan Adoption Project. This is a two-phased approach that will first attempt to measure current levels of boundary-scan awareness and adoption and then to take steps to increase boundary-scan's marketplace acceptance. But we expect this project to take at least a couple of years before bearing fruit, and we are not simply standing by and waiting. We are launching what we call the “Boundary-Scan University” to educate the industry about the value of boundary-scan and teach useful boundary-scan tools and techniques. Our first step in this direction has been to offer our existing training courses at no charge, and we will follow suit as we add more courses to the BSU curriculum.
Sujan: What do you feel are some of the barriers to adoption of boundary scan technology?
George: Boundary-scan needs to fit the development and test economics of board manufacturers. It does in this regard for the higher-end, complex designs where testability is most likely paramount. In contrast to ICT, where a bed-of-nails fixture can be designed without much up-front design consideration, boundary-scan requires that designers invest some time, a bit of board real estate, and some level of cost to improve testability. In consumer markets where product cost and time-to-market are the highest consideration, boundary-scan may be a more difficult proposition.
Sujan: How many players compete in this market? Do you see the number of players increasing/decreasing?
George: Today we see three main competitors in our market segment. There are other vendors in the lower market segments that we rarely directly compete. We don't expect this to change much in the near to mid term. The market probably isn't large enough or growing quickly enough to accommodate additional players without significant risk.
Sujan: What have you identified as some of the prime factors for success in this competitive market space?
George: We think the primary success factor is to know, understand and provide timely and innovative solutions to our customer needs. This fundamental approach is no different than any other business. Working closely with customers allows us to continue to adapt to the various board test technologies, applications, and environments that our customers face. We take considerable pride in both our products and our best-in-class customer support. We also clearly recognize the need to work closely with the rest of the industry ecosystem in order to make sure that our tools work well with others and fit properly into the overall market niche. For example, we are now members of Texas Instruments' Third Party programs for both their DSP and Microcontroller devices. By establishing a close relationship with silicon vendors, our products and services can be more in tune with new chip technology and thus better serve our mutual customers.
Sujan: What have been your biggest challenges as the President & CEO of Corelis and how have you re-aligned your strategies to overcome them?
George: The issues facing us now are primarily directed to improvements in infrastructure which will allow us to accommodate growth and change without an appreciable loss in effectiveness, efficiency, or the lengthening of our decision cycle. Our near-term strategies are unchanged. We intend to continue to produce quality boundary-scan products that are based on our customer's stated needs coupled with the best customer support that we can possibly provide.
Sujan: What do you, as President & CEO of Corelis, Inc., want to accomplish in the next couple of years? How would you define success for yourself?
George: Corelis' success will depend on its ability to sustain the existing product line while developing, launching and sustaining other major product lines within the next three to five years. My primary function is to facilitate this goal with: improved infrastructure capabilities and processes; enhanced sales models; disciplined decision making models; and, a full transition to a marketing/sales centric business unit.
Source: Frost & Sullivan Movers & Shakers Interview with George B. La Fever, President and Chief Executive Officer, Corelis, Inc...
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