The Capability Model

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Understanding the relationship between the Role of Research and the Process of Development.

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The Capability Model

  1. 1. 1 A Capability Model for Product Development MMEP Workshop, UoCambridge, 27jun14 Prof. Ian Phillips Principal Staff Engineer ARM Ltd ian.phillips@arm.com Visiting Prof. at ... Contribution to Industry Award 2008 Slides and Video @ http://ianp24.blogspot.com 1v0 Opinions expressed are my own ...
  2. 2. Business Capability  The literature that I have surveyed refers to a Business as having a Capability (Singular), which effectively defines it Market 2  Yet single Businesses often (usually) have several quite-different related Products and Markets  Development is seen as something that happens just once in a Products life  In reality it happens several times  Research is perceived as a luxury activity; not necessary for lean-Business  In reality it is necessary for all ongoing business  Innovative product is a better one than others with the same background produce.  But we organise our Business Processes to encourage regularity and uniformity ... We teach this model of Business to our MBAs, despite it being wrong!
  3. 3. 1998- Canon EOS Rebel GII 3  Need: A Mechanism for enhancing human memory (Camera)  Technology: ...  Lenses  Fine Mechanical Mechanisms  Basic Electronic Exposure Meter  Plastics and Metals; and their Forming  Manual Assembly  35mm Film System-Level Mechanical Computation 35mm Film Camera
  4. 4. 2014 - Canon EOS 5D 4  Need: A Mechanism for enhancing human memory (Camera)  Technology: ...  Digital Electronics  Software  Memory (NV and RAM)  Lenses and Displays  Analogue Electronics (Network & GPS)  Sensors and Transducers (CCD & MEM)  Mechanics  Micro-Motors  Batteries and Energy Storage  Illumination Discharge Tubes  Plastics and Metals; and their forming  Electronic Packaging  Robotic Assembly ... Technology External to the Product! ... All of these Technologies are available to 21c Businesses today ... Incorporating DIGIC5+ (ARM) System-Level Computation ‘Classic’ Computer Q: So why couldn’t ARM make a camera to compete with Canon? A: Because Canon has Capabilities that we don’t have in-place!
  5. 5. Capabilities Limit a Business's Product Options ... ... they are also an Entry Barrier to your Competitors  Businesses need to Know they can make a Product before they Start 5  Capabilities help to Manage the Risk (There’s frequently no second chance!)  Making a Product is Work; but based on Capabilities it is Known-Work!  Unknown’ leads to Protracted Timescales, Blown Budgets, Lost Opportunities and Panic!  Business need and Appropriate set of Capabilities, before it commences a Product Development CAPABILITIES Product Development ... And Different Products (even Similar) may need different Capability-Sets PRODUCT
  6. 6. From Science to Exploitation Positioning the roles in a Business Context ...  Science – Demonstrated Fundamentals. Predictable behaviour, Encapsulated, New  Technology – Scaled-up Science. Reliable and productive enough for use in a real Product or its Process. May be New-to-All, or just New-to-You (others may have this as a Capability) 6 Technology Science Science Science Science Science  Capability – Installed Technology. In-place in business, ready for mission-critical use in a New Product Development.  Product – Delivered Functionality. Desirable, Cost-Effective, Functional, Quality Capability Capability Capability Capability Capability Capability Capability Technology Technology Science Science UNKNOWN Unknown Concept WORK (known) Enquire, understand & establish (Research) Exploit knowledge (Development) Specific Product Capabilities Technologies Sciences
  7. 7. The Capability Model1 of Development Capabilities are the way that Science gets into Product  A Capability is an Installed ‘Unit’ of Technology, such that it may be used and relied upon for Mission-Critical Business purposes. 7  They are Installed: Reliable, Trusted, Predictable, Usable.  They Cross Discipline Boundaries (HW, SW, Optics, Multi-Chip, etc)  They are NOT Product Specific ...  Eg: Need Fortran capability by 2016. Need to handle Logic Reliability by10nm node. Need 3D capability to replace Moore’s Law by 2025. Need 10x power efficiency improvement by 2020. Need MP JIT Java Compiler by 2018. Need to know how to assemble MEMs by 2020  They can be Technology Answers ...  Eg: How will our Industry handle the end of Moors Law? How can we increase our Customers and their Customers Productivity? When will Transistor Reliability become a serious issue? ... Capabilities are the Foundations for Product Development ... they are established by Research (literally: “Finding out”) 1: As a technical concept, not directly described by literature.

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