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Per Andersson CEO

Per Andersson CEO. Tornado Market Growth. A really big tornado is forming on the horizon. “Bigger than the world’s telephone network, more revolutionary than the Internet, and with the potential to create more wealth than the PC industry.”

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Per Andersson CEO

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  1. Per AnderssonCEO

  2. Tornado Market Growth A really big tornado is forming on the horizon. “Bigger than the world’s telephone network, more revolutionary than the Internet, and with the potential to create more wealth than the PC industry.” “In our opinion, the next tornado will be the deployment of a broadband, packet-based public network.” Source: http://www.nextgenerationnetworks.com

  3. = Switch orRouter Access netor LAN ISP orEnterprise Terminal Backbone Transmission Network Anatomy Copper & wireless Interconnect Optical Complexity Switching Speed

  4. Moore’s Law Electronics evolve exponentially • Both Logic speed & complexity(the number of functions per chip)double every 18 months • Driven by fabrication technology • Demand for network capacity growths even faster!

  5. What is microelectronics? System built from severalpackaged chips Chip, or Integrated Circuit, in opened package

  6. Chip, also called die Fabrication of Integrated Circuits Wafer, a discof silicon

  7. Design to Win!

  8. The Technology is a Methodology PowerfulNetworkingArchitectures SwitchCore’sCXE-technology Simple and RegularSilicon Structures

  9. SwitchCore’s Unique Edge Networking PowerthroughSilicon Simplicity

  10. Step-by-step development • Four-step process • Each step results in a prototype • Simulation, evaluation and improvement

  11. Switch prototype

  12. First generation products • CXE-16; Wire speed IP-switch/router for 16 ports running Gigabit Ethernet on single chip • Well ahead of competition • Complementary and companion products to address other market segments • Limited scalability

  13. Marketing Strategy • Strategic Relationships • Customers • Partners • Industry Analysts • Media • Marketing Communications (Marcom) • Contributed Articles • Quotes in Articles • Trade Shows • World Wide Web

  14. Business Development Strategy • Focused development on the market leaders • Build / Continue Relationships with key decision makers at each customer site • Provide a high interaction experience • Frequent person to person contact • Provide prompt technical support • Have highly trained support personnel

  15. Sales Process • Five phases to sales process • Each phase has a definite start and stop point • All phases must be completed for a design win (sale) to be complete

  16. Phase 1 - The Introduction • Initial first level of meeting • Show non-confidential presentation • Judge level of interest and synergy • Build the groundwork for confidence and trust in SwitchCore Introduction

  17. Phase 2 - The Disclosure • Present confidential information • Exchange data sheet and customer requirements • Receive feedback on data sheet • Show demonstration of evaluation board Introduction Disclosure

  18. Phase 3 - The Proof • This phase gives the best indication on the level of interest from customers • Customer test the evaluation boards themselves Introduction Disclosure Proof

  19. Phase 4 - The Design Win • Sample order placement from customer • SwitchCore holds a design review with the customer on customer’s design • Design win is announced to public Introduction Disclosure Proof Design Win

  20. Phase 5 - Production • Completed testing of the customer design with SwitchCore products • First production quantity purchase order is placed • On-going support begins Introduction Disclosure Proof Design Win Production

  21. The Company Research village Ideon in Lund, Sweden • Headquarters • Design team • 32 employees Stockholm, Sweden • Reference design • 12 employees Silicon Valley, San Jose, CA • Worldwide sales and marketing • 8 employees

  22. Quote from Dataquest report “...10/100/1000-Mbps Layer 3/4 chipsets are currently under development with vendors such as SwitchCore leading the charge.” Dataquest, July 1999, by Jeremey Donovan

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