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Developing Electronic Products in India Practices, Traps & Strategies for Success

Developing Electronic Products in India Practices, Traps & Strategies for Success. S.A.Srinivasa Moorthy, VP- Design Engineering & Head – India Design Center Sanmina-SCI Technology India Private Limited. Note of Caution. Motivation for the Study. Lack of successful products post CDOT era

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Developing Electronic Products in India Practices, Traps & Strategies for Success

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  1. Developing Electronic Products in IndiaPractices, Traps & Strategies for Success S.A.Srinivasa Moorthy, VP- Design Engineering & Head – India Design Center Sanmina-SCI Technology India Private Limited

  2. Note of Caution

  3. Motivation for the Study • Lack of successful products post CDOT era • Why Entrepreneurs focus on software products not electronic products? • Even simple products are imported

  4. Brief on the study • Structured Questionnaire • Interview with respondents • Respondents constituted from • Start ups ( both failed and successful) • EMS Industry • Captive R&Ds • Design Service Companies

  5. Product Development Process Large & Medium Size Players Design Manufacture Support OEM Design Service EMS Providers Captive R&D Captive R&D

  6. Product Development Process - Startups Technologist Founded Start-ups Non-Technologist Founded Start-ups

  7. Traps during Concept Phase • Wrong priorities for the right products • Underestimating the dynamics of underlying technologies • Underestimating the development lifecycle costs • Basing Decision on near hand sources • Falling in love with new technology/Cool features

  8. Traps during Product Realization phase • Deferring Reality Check until very late in the lifecycle • Compromising on Engineering activities to meet timelines • Trying to do all internally • Not involving the downstream functions/partners early on in the product realization phase • Lack of integration mechanism among the design team

  9. Traps during transition to manufacturing • Design team’s lack of understanding of drivers of manufacturing costs • Compromising on the time allocated to transition design to manufacturing line • Not designing for foreseeable eventualities

  10. In the end what works? Strategy Remedies • Get Product Priorities Right • Defer development of components when alternatives exist • Invest in brand building or identity creation Process Remedies • Involve partners early in the lifecycle • Involve downstream vendors early in the design cycle • Ensure better collaboration between design teams Skill Remedies • Identify and acquire skills critical to product success • Groom in house talent as a back up • Develop Cross functional skill among the design teams

  11. Thank You

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