PRDCM & IHL Experience Sharing

4th May, 2010

Presented by Ettikan KK General Manager/Principal Engineer

Advanced Technology Development Group (ATDG), Panasonic R&D Centre Malaysia (PRDCM)

Agenda
Summary PRDCM & Activities Overseas Panasonic R&D Cycles & Outcomes Panasonic IHL collaboration
Whys the collaboration? What are the benefits? What are the challenges?

Any other incentives/program at Panasonic to encourage

creative thinking / idea generation from the personnel to keep doing R&D
2 PRDCM

PRDCM Details
Company Name:
Panasonic R&D Centre Malaysia Sdn.Bhd.

Business Address:
Ground Floor, Prima Avenue, Block 3508, Jalan Teknokrat 6, Cyberjaya. MSC Status obtained on 13th November 2003 and renewed in year 2009 for another 5 years

Ownership
100% by Panasonic Corporation Directly contributing to Panasonic System Network Company and Corporate R&D activities

Project Funding Model:

Funding is by internal customers of Panasonic group of Laboratories/Companies as Cost

Center
Current Headcount of ~150 R&D engineers and planning to grow to 250 engineer

in near future
PRDCMs Role for Global Panasonic
R&D of Telecommunication and Networking in collaboration with ASEAN/JP Labs
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One of the key R&D Centers in the world

PRDCM

PRDCM business field

PRDCM Headquarters laboratory section (ATDG) PSN section(CDC)
Future Centres

Business area

R&D of Communication Protocol (Between Layer 3-7 of IP stack)

Home/Business/Network Products Research: Networking Protocol Layer 3, AV Protocols, Distributed Communication Development: Embedded S/W Home/Office Telecommunications (IP-PBX, VoIP, and imaging)

Target Products

Activity field

Development: IP/PBX software, VoIP Communication & Home device software and Application

Result

Patents, Standard Documents, Prototype, Middleware & Protocols

Commercialization Software & Prototype

4 4 Customer PRDCM

Corporate R&D

Domain Companies

Agenda
Summary PRDCM & Activities Overseas Panasonic R&D Cycles & Outcomes Panasonic IHL collaboration
Whys the collaboration? What are the benefits? What are the challenges?

Any other incentives/program at Panasonic to encourage

creative thinking / idea generation from the personnel to keep doing R&D
5 PRDCM

Panasonic R&D Cycle & Outcomes

Pre-Productization & Evaluation
Phase 3
General Outcomes of Phases -Patent Specification Filing -Software/Semiconductor IP Registration -Technical Reports -Academic Publication (Paper/ Magazine/Journal) -Technology Transfer (Tangible) (Software/Prototype/Design/etc)

Phase 2

Phase 1

Pre-development & Evaluation

6 PRDCM

Prototyping & Evaluation

Hype Cycle & Crossing the Chasm

Ref: Geoffrey Moore's High Tech Market development Model

Researchers should have

entrepreneurial knowledge for productive and high quality/return research projects/area selection

PRDCM

Research Publication Analysis

IEEE Paper Hits
70000 60000 50000 40000 30000 20000 10000 0 68021 43379 23587 3011
p2p/alm Internet TV video conference HD Video IEEE Paper Hits

ALM Patents

Patent Count (Micropat DB)

60000 40000 20000 0
ALM p2p Internet TV Patent Count (Micropat)

55389 37608

P2P Patents
4651

Research Area Landscaping is required (other searches as appropriate to the field)

8 PRDCM Internet TV Patents

Agenda
Summary PRDCM & Activities Overseas Panasonic R&D Cycles & Outcomes Panasonic IHL collaboration
Whys the collaboration? What are the benefits? What are the challenges?

Any other incentives/program at Panasonic to encourage

creative thinking / idea generation from the personnel to keep doing R&D
9 PRDCM

PRDCM - IHL Collaboration

Started in Y2001 with MMU for 3 years (Y2004)
Collaboration agreement Funding provided for research Panasonic Sponsored Lab Established Panasonic Lectures in Key Strategic Areas

Project Specific Funding begun (Y2004-Y2007 & Y2009/2010)

Algorithm and Protocol Research/Prototyping activities coving IP

Communication area 1 year/ 6 month/3 month funding model

Total of RM1.2 Million Outcomes
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Local patent filing, paper publication, journals, prototypes

PRDCM

Purpose of Collaboration
Different Purposes at different time Establish technology area in IHL for suitable engineers

hiring (initially) Proof of concept of Phase 0 like activity

Specific IP generation Technology area landscaping

Prototyping & Evaluation of Phase 1 like activity Algorithm/Protocol evaluation for potential solution Promotion of certain technology in academic/engineering community

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PRDCM

Benefits of Collaboration
Potential for hiring & good networking Shorten or embed engineering training time @school Sharing of specific knowledge with industry (based on

University researchers capability)

Right person with exposure to key technology Phase 0 like activity may take time too develop, industries

Time-To-Market is short Thus, leverage Universities capability

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PRDCM

Challenges
Getting in touch with right Researcher who shares similar

research vision is difficult Industry matching research capability with published research results is limited
Established academic/industry standard track records

Research knowledge anchor point should be the permanent

researchers not project students for future/project continuity Funding is limited, so supporting funding is required and high quality return is expected
Mindset of researchers need to be changed for product near prototype

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quality delivery Project deliverables are part of internal company project delivery, not money to be given away Researcher can find additional funding for project continuity/expansion
PRDCM

Agenda
Summary PRDCM & Activities Overseas Panasonic R&D Cycles & Outcomes Panasonic IHL collaboration
Whys the collaboration? What are the benefits? What are the challenges?

Any other incentives/program at Panasonic to encourage

creative thinking / idea generation from the personnel to keep doing R&D
14 PRDCM

Keeping engineers engaged with innovation

Keep them challenged! Training in Problem Solving, Patent Writing, Patent Analysis

etc Research & Tools for idea generation/references Have Brain Sailing session and get them participated Exposure to other counter parts; thinking & analyzing methods via discussion Encourage further education Incentive programs
Monitory Rewards
15 PRDCM

Global Brand Concept

All our employees worldwide will continue to provide valuable ideas for high-quality lifestyles and social development, through our activities in the areas of development, manufacturing, marketing and many other services.

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PRDCM