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Copyright © Infineon Technologies 2005. All rights reserved.Copyright © Infineon Technologies 2005. All rights reserved.
IFRO Thomas SimonisVelden Conference
September 2006Seite 1 In
fin
eon
Success Factors in Entering the Romanian Market:Knowledge Transfer as an Opportunity
Velden, 21.09.2006
DI Thomas SimonisManaging Director Infineon Technologies Romania
Copyright © Infineon Technologies 2005. All rights reserved.Copyright © Infineon Technologies 2005. All rights reserved.
IFRO Thomas SimonisVelden Conference
September 2006Seite 2
Infineon at a Glance
Infineon – the no. 4 semiconductor company worldwide
Revenues of Euro 6.8 billion in the fiscal year 2005 and 1.97 billion in the third quarter of fiscal year 2006
Approx. 41,100 employees (incl. 7,400 R&D staff) as of June 30, 2006
Strong technology portfolio with about 42,000 patents andapplications; more than 35 major R&D locations worldwide
Focus on automotive and industrial electronics, security and chip cards, communication and memory products via its affiliate Qimonda
Copyright © Infineon Technologies 2005. All rights reserved.Copyright © Infineon Technologies 2005. All rights reserved.
IFRO Thomas SimonisVelden Conference
September 2006Seite 3
Communication Solutions
Automotive, Industrial & Multimarket
Infineon – Business Groups
Memory Products
* a 100% subsidiary continuing the operations of the former MP
COMCOM
AIMAIM
*
Copyright © Infineon Technologies 2005. All rights reserved.Copyright © Infineon Technologies 2005. All rights reserved.
IFRO Thomas SimonisVelden Conference
September 2006Seite 4
Product RangeProduct Range
Pressure, temperature, hall sensors; RF ICs 8-bit, 16-bit, 32-bit TriCore® microcontrollers MOSFETs, IGBTs, voltage regulators,
transceivers, smart power, system ICs Power discretes, - modules, -stacks, - ICs AF and RF diodes and transistors; SSICs,
MMICs Chip card controllers and memories
(contactbased and contactless) Security ICs Customer specific solutions and design
Pressure, temperature, hall sensors; RF ICs 8-bit, 16-bit, 32-bit TriCore® microcontrollers MOSFETs, IGBTs, voltage regulators,
transceivers, smart power, system ICs Power discretes, - modules, -stacks, - ICs AF and RF diodes and transistors; SSICs,
MMICs Chip card controllers and memories
(contactbased and contactless) Security ICs Customer specific solutions and design
Market PositionsMarket Positions
No. 2 in Automotive ww, no. 1 in EU
No. 3 in RF Discretes
No. 1 in Power
No. 1 in Chip Card and Security ICs
Sources: Strategy Analytics (2005), iSuppli (2004), IMS (2005), Gartner Dataquest (2005)
No. 2 in Automotive ww, no. 1 in EU
No. 3 in RF Discretes
No. 1 in Power
No. 1 in Chip Card and Security ICs
Sources: Strategy Analytics (2005), iSuppli (2004), IMS (2005), Gartner Dataquest (2005)
Core competenciesCore competencies
Automotive, Industrial & Multimarket
Highest quality products and services Leading edge technology and IP portfolio System expertise with broad application
competence Strong worldwide presence with local sales
and R&D support Dedicated and committed account teams
and distributors
Highest quality products and services Leading edge technology and IP portfolio System expertise with broad application
competence Strong worldwide presence with local sales
and R&D support Dedicated and committed account teams
and distributors
Copyright © Infineon Technologies 2005. All rights reserved.Copyright © Infineon Technologies 2005. All rights reserved.
IFRO Thomas SimonisVelden Conference
September 2006Seite 5
Why Infineon Goes Bucharest - Keyfactors
VillachAustria
BucharestRomania
PaduaItaly
MunichGermany
GrazAustria
R&D network for power mixed
signal
Strengthens alliance of intelligent
power semiconductors
Proximitiy to customers
Surrounding infrastructure
Proximity to universities
Highly qualified engineers
Strong high-tech orientation among
authorities
Cost advantages
Copyright © Infineon Technologies 2005. All rights reserved.Copyright © Infineon Technologies 2005. All rights reserved.
IFRO Thomas SimonisVelden Conference
September 2006Seite 6
Infineon Romania Facts & Figures
Official annoncement in April 05: formation of Infineon Technologies Romania
June 05: Legal entity Infineon Technologies Romania & Co. SCS founded
Operations started in August 2005 with 19 employees
18. January 2006: Inauguration of the Development Center Bucharest
Today 120 employees
– 80 on site
– 40 abroad on training
R&D focus on
– Automotive Power
– Sense and Control
– Radio Frequency
– Chipcard
Thomas SimonisVelden Conference
September 2006Seite 7
Copyright © Infineon Technologies 2005. All rights reserved.Copyright © Infineon Technologies 2006. All rights reserved.
Internal Success Factors for a new R&D Center
Clear definition of required competencies
– not to mention the low cost argument first
Convince and buy-in of internal customers
– guarantees the active support of involved persons and departments
Comprehensive location analysis
– ranking list of criteria, weight factors
Consulting and governmental relations by lobbyist
– door opener, lobbying
Professional and experienced project team
– HR, finance, purchasing, facilities, export control, IT
Delegates for management and knowledge transfer
– well connected to mother company, processes, technologies
Thomas SimonisVelden Conference
September 2006Seite 8
Copyright © Infineon Technologies 2005. All rights reserved.Copyright © Infineon Technologies 2006. All rights reserved.
Success Factors in Entering the Romanian Market
Pool of experienced, well educated people
– sufficient number of people with the required specialization
Close co-operation with technical universities
– Master studies, laboratory, interns, masters/ PhD thesis
Infrastructure
– good internet and phone supply, airport, public transport
Cultural proximity
– European country and culture
IP protection enforced
Regulatory proximity as far as laws are concerned
Thomas SimonisVelden Conference
September 2006Seite 9
Copyright © Infineon Technologies 2005. All rights reserved.Copyright © Infineon Technologies 2006. All rights reserved.
Challenges
Complicated visa procedure inbound and outbound
– Inbound: getting work- and residential permit takes more than 3 months
– Outbound: long process in some EU countries
Compensation package finding
– starting a new industry, right „price“ finding
– false expectations and unrealistic demands of candidates
Bureaucracy
– huge number of documents for simple processes
Customs
– very entertaining behaviour of customs staff
– long approval processes to get customs clearance
Frequently changing laws and regulations
– labour and tax laws, 2h per day to go through alterations
Thomas SimonisVelden Conference
September 2006Seite 10
Copyright © Infineon Technologies 2005. All rights reserved.Copyright © Infineon Technologies 2006. All rights reserved.
Lessons Learned: Logistics, IT
Must have reliable shipping company with good contacts to authorities/ customs
Invoices to be in Romanian language; otherwise, risk that goods are not being delivered
Approval needed for
– hardware and software for security applications (e.g. encryption)
– software tools used in all design processes
– all project, design, and technology data
Very good experience with Internet and telephone provider
– high flexibility in providing tailored solutions on short notice
IT personnel is well educated and experienced
– but seldom familiar with centralizes IT systems/ operations
Local hardware vendors try to ignore internationally agreed conditions with Infineon
Thomas SimonisVelden Conference
September 2006Seite 11
Copyright © Infineon Technologies 2005. All rights reserved.Copyright © Infineon Technologies 2006. All rights reserved.
Lessons Learned: Personnel, Service
To start up, a high quality local recruiter is essential
To reduce cost, quickly set up inhouse HR department
– comprehensive training on inhouse processes required
Clearly set rules and regulations – and that they are compulsory and not negotiable
Outbound delegates (trainees): logistics, accomodation, allowances must be well though-out
Service and support structures and service levels are not up to Austrian standards
– suppliers are happy with 80% solutions, do not reply
– craftsmen do not appear since they already work somwhere else for more
Thomas SimonisVelden Conference
September 2006Seite 12
Copyright © Infineon Technologies 2005. All rights reserved.Copyright © Infineon Technologies 2006. All rights reserved.
Knowledge Transfer as an Opportunity
Setting up a high-tech R&D center
Knowledge transfer through comprehensive training
– working in a solid international R&D network on an equal footing
Project responsibility, no extended workbench
– highly motivated teams, working on essential projects
Long term perspective
– further potential for expansion
– Competence Center
Opportunity for Romania
– starting a new high tech industry with future-proof work places
– will attract more high tech industry and create more jobs in other industries as well
Copyright © Infineon Technologies 2005. All rights reserved.Copyright © Infineon Technologies 2005. All rights reserved.
IFRO Thomas SimonisVelden Conference
September 2006Seite 13
Never stop thinking.