Lieven	
  Vermaele,	
  CEO	
  and	
  Co-­‐Founder	
  SDNsquare	
  

SDNSQUARE	
  	
  

GUARANTEED	
  PERFORMANCE	
  NETWOR...
European	
  communities	
  
from	
  a	
  Twitter	
  perspective	
  
Lieven	
  Vermaele,	
  CEO	
  and	
  Co-­‐Founder	
  SDNsquare	
  

SDNSQUARE	
  	
  

GUARANTEED	
  PERFORMANCE.	
  PREDI...
Two	
  developed	
  products	
  
based	
  on	
  the	
  same	
  core	
  technology	
  and	
  standard	
  hardware	
  
WARP	...
Mission	
  critical	
  industries	
  	
  
want	
  to	
  go	
  fully	
  IP/Ethernet	
  based	
  
Mission	
  critical	
  ind...
IP	
  Performance	
  &	
  Reliability	
  
Time-­‐sensitive	
  
Critical	
  

CRITICAL	
  ZONE	
  

?	
  ?	
  ?	
  

Big	
 ...
Overprovisioning	
  as	
  solution	
  
	
  is	
  not	
  efficient	
  and	
  effective	
  
Time-­‐sensitive	
  
Critical	
  

...
Proprietary	
  solutions	
  &	
  infrastructure	
  	
  
stay	
  in	
  place	
  and	
  develop	
  further	
  
Time-­‐sensit...
SDNsquare	
  GRID	
  
Mission	
  critical	
  SDN	
  IP	
  zone	
  	
  
Time-­‐sensitive	
  
Critical	
  

Standard	
  IP	
...
SDN	
  –	
  software	
  defined	
  networking	
  ?	
  

External SDN!
Application!
‘Control’ System!
IP
Switch

IP
Switch

...
SDNsquare	
  technology	
  goes	
  	
  
beyond	
  the	
  traditional	
  SDN	
  principle	
  
From	
  SDN	
  
Intelligent	
...
SDNsquare	
  GRID	
  
•  Network	
  flow	
  within	
  LAN	
  
–  Intelligent	
  path	
  selection	
  
–  End	
  to	
  end	
...
On	
  demand	
  networking	
  
	
  End	
  user	
  ‘flow’	
  request	
  
SDNsquare	
  WARP	
  
Throughput	
  
App	
  
node	
  

WARP	
  

SDN²	
  
network	
  

Storage	
  
node	
  
Loc
al	
  	
  ...
Revenue	
  model	
  –	
  license	
  focused,	
  as	
  a	
  service	
  
REVENUE	
  MODEL	
  
	
  
•  WARP	
  	
  
– 
– 
– 
...
Lieven	
  Vermaele,	
  CEO	
  and	
  Co-­‐Founder	
  SDNsquare	
  

SDNSQUARE	
  	
  

OUR	
  APPROACH	
  AND	
  LESSONS	
...
Experienced	
  leadership	
  team	
  
Lieven	
  Vermaele	
  	
  CEO	
  and	
  co-­‐founder	
  

Former	
   Director	
   Te...
 
	
  
SDNsquare:	
  incubation	
  period	
  

VRT-­‐medialab	
  was	
  the	
  technological	
  
research	
  department	
 ...
SDNsquare	
  timeline	
  

VRT-­‐medialab	
  begins	
  
research	
  into	
  file-­‐based	
  
media	
  storage	
  and	
  
ne...
SDNsquare	
  	
  
	
  Conservative	
  European	
  Startup	
  approach	
  ?	
  	
  
	
  Build	
  up	
  the	
  best	
  found...
Expanding	
  the	
  team	
  –	
  9	
  full	
  time	
  +	
  3	
  consultancy	
  contracts	
  
	
  

+	
  PRIORITY	
  ON	
  ...
Scale	
  up	
  sales	
  (in	
  Europe)	
  	
  
	
  
+	
  REFERENCES	
  FIRST:	
  START	
  IN	
  THE	
  MOST	
  DYNAMIC	
  ...
SDNsquare	
  	
  -­‐	
  Merapar	
  (NL)	
  
a	
  co-­‐operative	
  VC	
  
	
  
•  The	
  VC	
  can	
  bring	
  much	
  mor...
Lieven	
  Vermaele,	
  CEO	
  and	
  Co-­‐Founder	
  SDNsquare	
  

SDNSQUARE	
  	
  

THE	
  PERSONAL	
  ELEMENT	
  
	
  ...
Europe:	
  diploma	
  =	
  proof	
  of	
  success,	
  
go	
  for	
  a	
  safe	
  job	
  and	
  join	
  career	
  ladder	
 ...
For	
  the	
  conservative	
  ones,	
  you	
  can	
  do	
  the	
  maths	
  …	
  	
  

THE	
  OPPORTUNITY	
  COST	
  
	
  S...
Leverage	
  on	
  your	
  career	
  

BUILD	
  OUT	
  A	
  PROFESSIONAL	
  NETWORK	
  	
  
BUILD	
  YOUR	
  BRAND	
  &	
  ...
European	
  communities	
  
from	
  a	
  Twitter	
  perspective	
  
Diversity	
  of	
  Europe	
  >	
  Biggest	
  challenges	
  for	
  Europe	
  
+	
  high	
  creativity	
  /	
  number	
  of	...
The	
  end	
  game	
  for	
  Europe?	
  	
  
Reflection	
  

WILL	
  EUROPE	
  BECOME	
  A	
  LOW	
  PRICE	
  SME	
  OR	
  ...
SDNsquare	
  in	
  a	
  snapshot	
  view	
  
• 

References:	
  20+	
  
" 

• 

20+	
  installation	
  in	
  Media	
  broa...
Thank	
  you!	
  
SDNsquare	
  NV	
  
Gaston	
  Crommenlaan	
  10,	
  bus	
  101	
  
9050	
  Ghent,	
  Belgium	
  
+	
  32...
Lieven Vermaele -  SDNsquare - Flanders Belgium - Stanford Engineering - Mar 3 2014
Lieven Vermaele -  SDNsquare - Flanders Belgium - Stanford Engineering - Mar 3 2014
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Lieven Vermaele - SDNsquare - Flanders Belgium - Stanford Engineering - Mar 3 2014

  1. 1. Lieven  Vermaele,  CEO  and  Co-­‐Founder  SDNsquare   SDNSQUARE     GUARANTEED  PERFORMANCE  NETWORKS     EUROPEAN  ENTREPRENEURSHIP  &  INNOVATION     STANFORD  ENGINEERING   MONDAY  3RD  MARCH  2014    
  2. 2. European  communities   from  a  Twitter  perspective  
  3. 3. Lieven  Vermaele,  CEO  and  Co-­‐Founder  SDNsquare   SDNSQUARE     GUARANTEED  PERFORMANCE.  PREDICTABLE        
  4. 4. Two  developed  products   based  on  the  same  core  technology  and  standard  hardware   WARP   GRID   Software  defined  storage/  datacenter   with  guaranteed  performance   -­‐  On  demand  storage  bandwidth  -­‐     Software  defined  networking     with  guaranteed  performance   -­‐  On  demand  networking  bandwidth  -­‐     App   node   SDN²   network   Storage   node   Loc al     SA N   Disk   stora ge   Loc al     SA N   Loc al     SA N   Loc al     SA N   Loc al     SA N   Loc al     SA N   Loc al     SA N   Loc al     SA N   Loc al     SA N   Loc al     SA N   Loc al     SA N   Loc al     SA N   Loc al     SA N   Loc al     SA N   Loc al     SA N   Loc al     SA N  
  5. 5. Mission  critical  industries     want  to  go  fully  IP/Ethernet  based   Mission  critical  industries:   •  Media  –  our  focus  &  background   •  Medical   •  Military   •  …     Requirement:     •  GUARANTEED  PERFORMANCE   •  PREDICTABILITY     And  (because  of  data  growth)   •  SCALABILITY   •  (cost)  EFFICIENCY  
  6. 6. IP  Performance  &  Reliability   Time-­‐sensitive   Critical   CRITICAL  ZONE   ?  ?  ?   Big  (small)  data     Light  bursty   Time-­‐unsensitive   Uncritical   Bulk  (large)  data   Heavy  Bursty  
  7. 7. Overprovisioning  as  solution    is  not  efficient  and  effective   Time-­‐sensitive   Critical   IP  by       OVERPROVISIONING   in   BANDWIDTH   BUFFERING       Big  (small)  data     Light  bursty   Time-­‐unsensitive   Uncritical   OVERPROVISION   OVERPROVISION   Bulk  (large)  data   Heavy  Bursty  
  8. 8. Proprietary  solutions  &  infrastructure     stay  in  place  and  develop  further   Time-­‐sensitive   Critical   PROPRIETARY  SOLUTIONS  &   INFRASTRUCTURE   •  •  •  •  •  •  Big  (small)  data     Light  bursty   Time-­‐unsensitive   Uncritical   SDI     Infiniband   Fibrechannel   Dark  fibre  –  prop.  sol.   AVB   ...   Bulk  (large)  data   Heavy  Bursty  
  9. 9. SDNsquare  GRID   Mission  critical  SDN  IP  zone     Time-­‐sensitive   Critical   Standard  IP  Networking    Hardware   combined  with  smart  mgt  softw     SMART   SOFTWARE   DEFINED  IP   NETWORKS   Big  (small)  data     Light  bursty   Time-­‐unsensitive   Uncritical   Bulk  (large)  data   Heavy  Bursty  
  10. 10. SDN  –  software  defined  networking  ?   External SDN! Application! ‘Control’ System! IP Switch IP Switch IP Switch IP Switch
  11. 11. SDNsquare  technology  goes     beyond  the  traditional  SDN  principle   From  SDN   Intelligent  path  selection   •  Network  path  and  connectivity   are  controlled  externally  via   software.   To  SDNsquare   End-­‐to-­‐end  guaranteed  QoS   •  •  Monitor  and  influence  the  traffic   flows  to  eliminate  buffer  overflows   and  congestion/interference  to   provide  guaranteed  bandwidth   Define  flows  with  certain  delivery,   steady  performance,  and  100%   efficiency.   Without  SDN²:   Congestion   and  disruption   With  SDN²:   100%   utilization   SDNsquare  combines   intelligent  path  selection  and   end-­‐to-­‐end  guaranteed  QoS.  
  12. 12. SDNsquare  GRID   •  Network  flow  within  LAN   –  Intelligent  path  selection   –  End  to  end  guaranteed  QoS   •  Expert  system     –  Simple  user  interface   –  Flexible  output   –  Performance  management   Simple:  Design,  build,  deploy  in  30  seconds   Guaranteed  networking,  on  demand  bandwidth  flows   Direct  cost  your  network  usage/users   High  performance,  mission  critical  zone   No  need  to  overprovision:  100%  bit  efficient  
  13. 13. On  demand  networking    End  user  ‘flow’  request  
  14. 14. SDNsquare  WARP   Throughput   App   node   WARP   SDN²   network   Storage   node   Loc al     SA N   Loc al     SA N   Loc al     SA N   Loc al     SA N   Loc al     SA N   Loc al     SA N   Loc al     SA N   Loc al     SA N   Loc al     SA N   Loc al     SA N   Loc al     SA N   Loc al     SA N   Loc al     SA N   Loc al     SA N   Loc al     SA N   Loc al     SA N   Disk   stora ge   #  nodes   Linear  scalable     On  demand  storage  bandwidth  per  node   Guaranteed  performance   Increased  internal  bandwidth  (x5)     Hardware  reduction  up  to  factor  4     Traditional   Storage   Network  
  15. 15. Revenue  model  –  license  focused,  as  a  service   REVENUE  MODEL     •  WARP     –  –  –  –  –  Base  license   BW  package  (throughput)   Node  package  (performance)   Monitoring  license   Hardware:  minimal,  3rd  party   •  GRID   –  –  –  –    Base  license   Grid  flow  package  (more  flows)     Client  license  (more  clients)   Hardware:  minimal,  3rd  party   GROWTH  MODEL     •  Product  sales:   –  Direct  sales   –  Indirect:  Resellers/Integrators   •  Technology  license     •  OEM  product  license  
  16. 16. Lieven  Vermaele,  CEO  and  Co-­‐Founder  SDNsquare   SDNSQUARE     OUR  APPROACH  AND  LESSONS  LEARNED        
  17. 17. Experienced  leadership  team   Lieven  Vermaele    CEO  and  co-­‐founder   Former   Director   Technology   &   Innovation   at   Eurovision   –   EBU   (European   Broadcasting   Union),   former   program   manager   strategy   at   VRT   and   marketing   manager   at   Alcatel-­‐Lucent.     Lieven   has   a   Master   of   Science   in   Engineering  (MSE)  degree  (cum  Laude)  from  the  University  of  Gent.   Luc  Andries    CTO  and  co-­‐founder   Nearly  30  years  of  R&D  experience,  former  infrastructure  architect  and  top   expert  media  infrastructure,  VRT  &  VRT  Medialab.  Luc  has  a  masters  degree   in  experimental  laser  physics  from  the  University  of  Antwerp.   Herman  Caeyers  President  and  co-­‐founder   Founder   and   ex  CEO   at   Lant   and  Xplanation   (language   processing   solutions,   80   employees   WW),   former   R&D   manager   Siemens   Artificial   Intelligence   Lab,   director   at   IMEC   and   VRT   Medialab.   Herman   has   a   Doctorate   in   theoretical  physics.     SDNSquare’s  three  co-­‐founders  together  have  many  years  of  international     experience  in  IP,  media  research  and  the  industry.  
  18. 18.     SDNsquare:  incubation  period   VRT-­‐medialab  was  the  technological   research  department  of  the  public   service  broadcaster  of  Flanders,   Belgium.  It  was  founded  in  2005  to  carry   out  technological  research  into  the   creation,  management  and  distribution   of  media  content.   iMinds  is  a  Flemish  non-­‐profit  research   institute  aimed  at  ICT  innovation,  and   applications  of  broadband  technology  in   particular.  It  was  founded  in  2004  by  the   Flemish  Government  as  IBBT,   the  Interdisciplinary  Institute  for  Broadband   Technology.   Ghent  University,  abbreviated  to   UGent,  is  one  of  the  major   universities  in  the  Dutch-­‐speaking   region  of  Europe.  UGent  is  a  strong   promoter  of  entrepreneurship   amongst  its  researchers  and  master   students  and  encourages  them  to   create  new  ventures.  
  19. 19. SDNsquare  timeline   VRT-­‐medialab  begins   research  into  file-­‐based   media  storage  and   networking  that  will  form  the   foundation  of  SDNsquare’s   patented  technology.   2009   Development  of   WARP  product.   Industry  collaboration  in   project  &  partnerships   SERIE  A   FOUNDATION   2004   Patents  submitted  2009.   R&D  collaboration  with   Cisco,  IBM,  ALU   2007/2008/2009/2010.   2011     Recognized  by  IT  Pulse   for  SDN  orchestration   software  2013   Founded  as   CandIT-­‐Media.   WARP  product   launched  in  UK  to   strong  reception.   Development  of   GRID  product.   UK  Sales     20+references   2013   2014   Winner  of  2014  Professional   Media  and  Entertainment   Class  Storage  Award  for   WARP  at  the  Storage  Vision   Conference  in  Las  Vegas.   €1.5  mio.   Investment  round   led  by  Merapar  Q4   2013  
  20. 20. SDNsquare      Conservative  European  Startup  approach  ?      Build  up  the  best  foundation  before  starting  the  company        Projects,  Patents,  Product  &  Partners     •  Get  the  most  out  of  your  research  and  company  time  to  learn  and   explore.  Eventually  to  patent   •  Launch  the  company  when  the  first  product  is  ready  (if  possible)     •  Use  the  opportunities  of  INTERNATIONAL  industrial  collaboration   to  find  and  build  up  a  partner  network,  to  demonstrate  your   capabilities  and  build  credibility     •  Use  INTERNATIONAL  projects  to  get  experiences  and  first   references    
  21. 21. Expanding  the  team  –  9  full  time  +  3  consultancy  contracts     +  PRIORITY  ON  SALES   +  ATTRACT  INTERNATIONAL  PEOPLE  (UK,  GE,  NL)   +  NO  SELECTION  PROCEDURES  ETC  ,  USE    YOUR    NETWORK  TO  FIND  THE  BEST  ONES  AND  CALL  THEM    
  22. 22. Scale  up  sales  (in  Europe)       +  REFERENCES  FIRST:  START  IN  THE  MOST  DYNAMIC  MARKET       +  BUILD  OUT  ASAP  LOCAL  RESELLER  NETWORK     +  USE  THE  SALES/PRE  SALES  CHANNELS  OF  TECHNOLOGY  PARTNERS     +  VISIT  YOUR  POTENTIAL  CLIENTS      BUT  ALSO  THEIR  POTENTIAL  RESELLERS  OR  INTEGRATORS    
  23. 23. SDNsquare    -­‐  Merapar  (NL)   a  co-­‐operative  VC     •  The  VC  can  bring  much  more  than  financial  resources   •  Search  for  a  VC  with     –  –  –  –  a  wide  focus  (geographically)   experience  in  a  few  industries     a  network  in  your  industry     the  time  to  support  the  company   •  Your  VC  is  your  partner.  Use  them.  Go  for  the  win/win     •  About  Merapar:     Merapar  is  a  change-­‐oriented  European  investment  and  advisory  firm  helping   innovative  technology,  media,  and  telecoms  companies  develop  disruptive   technologies  and  business  models.  Founded  in  2013,  the  company  is   headquartered  in  Berlin  and  Eindhoven  and  is  also  present  in  Brussels,  London,   and  Silicon  Valley.    
  24. 24. Lieven  Vermaele,  CEO  and  Co-­‐Founder  SDNsquare   SDNSQUARE     THE  PERSONAL  ELEMENT    IS  THIS  THE  RIGHT  THING  TO  DO?        IS  THIS  THE  RIGHT  TIME  TO  DO  ?      
  25. 25. Europe:  diploma  =  proof  of  success,   go  for  a  safe  job  and  join  career  ladder  
  26. 26. For  the  conservative  ones,  you  can  do  the  maths  …     THE  OPPORTUNITY  COST    STAYING  IN  THE  JOB  VS  (AD)VENTURE       …  AND  WHAT  IF  I  FAIL?      
  27. 27. Leverage  on  your  career   BUILD  OUT  A  PROFESSIONAL  NETWORK     BUILD  YOUR  BRAND  &  CREDIBILITY   PROSPECT  FUTURE  PARTNERS   …  AND  IF  YOU  FAIL,  YOU  CAN  ALWAYS  GO  BACK    
  28. 28. European  communities   from  a  Twitter  perspective  
  29. 29. Diversity  of  Europe  >  Biggest  challenges  for  Europe   +  high  creativity  /  number  of  ideas   -­‐  high  overlap  and  similar  clusters  between  Countries   +/-­‐  regional/national  competition     -­‐  size  of  markets:  small  –  no  scale     -­‐  very  local  market  sale  approach   -­‐  Language  and  cultural  barriers   -­‐  small  funds,  typically  per  country   +  easy  access  to  ‘R&D’  funding   +/-­‐  European  wide  VC  exists  ,  but  more  are  needed   +  good  education,  well  trained   -­‐  Risk  averse  –  failure  not  allowed       -­‐  Low  movement/migration  and  intercultural  understanding  
  30. 30. The  end  game  for  Europe?     Reflection   WILL  EUROPE  BECOME  A  LOW  PRICE  SME  OR   R&D  ‘SHOP’  FOR  THE  REST  OF  THE  WORLD?    
  31. 31. SDNsquare  in  a  snapshot  view   •  References:  20+   "  •  20+  installation  in  Media  broadcasting  houses,  post  production,  training  etc   (UK,  BE,  GE)  and  several  POC     Products:  fully  developed,  tested  and  installed   "  WARP:  software  defined  storage/datacenter  with  guaranteed  performance   "  "  GRID:  software  defined  networking  with  guaranteed  performance   "  •  •  On  demand  storage  bandwidth   On  demand  networking  bandwidth   License  based  revenue  model  (not  hardware  oriented)   Markets:  mission  critical  organizations  that  need  guaranteed  performance  in  IP         "  "  Media,  Medical,  Military,  …   Market  size:  variable  in  definition  but  >  2B  USD     •  Nbr  of  employees:  9  full  time  +  3       •  Funding:    1.5M  EUR  investment  by  VC  Merapar  NL  in  Q4/2013  
  32. 32. Thank  you!   SDNsquare  NV   Gaston  Crommenlaan  10,  bus  101   9050  Ghent,  Belgium   +  32  9  331  48  06     Lieven  Vermaele   Cofounder  and  CEO   Lieven.Vermaele@sdnsquare.com      Visit  us  at  www.sdnsquare.com    

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