Semiconductors

1. Semiconductors 95-731: Business Strategy and Electronic Commerce Homework 3 | Business-to-Business | 02-15-2000 • Lisa Bembenick | Naresh Bhaskar | Yi-hsin Chen Yuan Chen | Teguh Djojoargono • Heinz, CMU | Spring 2000

2. Major Semiconductor Players: US • Broadcom Corporation www.broadcom.com • TriQuint Semiconductor www.triquint.com • Micron Technology Inc. www.micron.com • Altera Corporation www.altera.com • Intel Corporation www.intel.com • AMP Cooperation www.amp.com • KLA-Tencor www.kla-tencor.com • National Semiconductor www.national.com • Applied Materials www.appliedmaterials.com • Micrel Semiconductor www.micrel.com • Semiconductor Industry Association: members account for 90% of U.S.-based semiconductor production www.semichips.org

3. Semiconductor Industry Outlook “Today's global sales numbers represent an 18.9% growth rate for the semiconductor industry in 1999. With year-end global sales reaching $149 billion, 1999 broke all predictions and industry sales records and was an exceptional year of record growth and productivity for our industry.” - George Scalise, SIA President Sales Trends in billions of US $ as of Dec 1999 Source: www.semichips.org

4. 5-year chart of index 1995 - 2000 1-year chart of index 02/1999 – 02/2000 PHLX Semiconductor Index • Growth trend in stock price of semiconductor industry – from Philadelphia Stock Exchange (PHLX) Source: www.cnbc.com

5. World Semiconductor Market Semiconductor World Revenue Trends by Region (in $ billions) Source: www.infopower.com.tw/

6. Semiconductor Product Definitions • Products are broadly categorized in two forms: • Packaged or encapsulated die or chips • Die, chips or wafers which have not been encapsulated • Diodes: General purpose signal and switching diodes • Small Signal and Switching Transistors: RF and microwave small signal transistors, dual transistors, field effect transistors • Power Transistors:Transistors (power dissipation >= 1W) • Rectifiers: Discrete rectifiers (0.5 AMPS average or greater) • Thyristors: Unidirectional and bi-directional thyristors • Sensors: Devices whose electrical properties can be translated into physical, chemical or biological measurements • Opto-electronics: Opto-sensing and emitting semiconductors • Integrated Circuits: Both digital and analog circuits

7. Customers • Semiconductor Industry has numerous customers in/across several industries • Internet Startups (Intel) • Universities (Altera) • Aerospace and Defense (AMP) • Automotive (AMP) • Electronic Appliances (Altera) • Computer Manufacturers (Intel, KLA) • Communication Companies (Triquint)

8. Attracting Customers: 1 • In General, major players market through: • Well-established “off-line” business relationships (AMP, Intel) • Online advertising (All) • Trade Magazine ads (Broadcom, AMP) • Product information on website (All) • Free product samples (Altera) • Downloadable annual company report (Triquint) • Group affiliation (Intel, National)

9. Attracting Customers: 2 • Broadcom established strategic customer relationships with partners in other industries, including 3Com, Nortel-Bay, Cisco Systems, General Instrument, Motorola, Panasonic and Scientific-Atlanta • Altera created a University Program whereby it provides free educational software to universities that purchase Altera hardware • AMP developed a tailored sales program aimed at electrical subcontractors – purpose is to aid subcontractors in the sale of AMP products -- program includes product promotions, profit opportunities, fast access to on-line info

10. Online Order Comparison  Well Designed Online Order (National) Poor Designed Online Order (Triquint) 

11. Online Support Comparison  Complete on-line support (Intel) Insufficient online support (Micron)

12. Basic Value-Add Value proposition of online presence: • Various items to choose (Micrel) • Automated system for tracking the status of customer complaints (National) • Glossary of Technical Terms (Broadcom) • Offers application note, brochure, manual and reliability report of products (TriQuint) • Online search channel to quickly locate regional sales rep’s and distributors (TriQuint) • Current stock price of the company (TriQuint)

13. Additional Value-Add • Customer training classes on product installation (KLA, Altera) • Customer Service support 24/7 -- order inquiry, emergency service, technical service (KLA) • Customized Engineered Semiconductors Program enabling the placement of specialty orders (AMP) • Expert recommendations on product design (National) • Website Hosting for customers (Micron) • Provide ecommerce strategy solutions (Micron, Intel)

14. Repeat Customer Generation • Cross reference database that customers can access to compare products and prices of various semiconductor manufacturers (AMP) • Product catalog/price lists and updates on new solutions and products (Altera) • Keep offering next generation products and solutions (Broadcom) • Establish joint development program with major clients to deliver better service (Broadcom)

15. Our Recommendations • Integrate semiconductor suppliers’ online ordering system with large customer’s ordering and billing systems • Implement leading-edge equipment as a primary research method and makes teardown research available to clients on a custom basis • Use partnership and alliance with major customers to build vertical marketplace