• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
2006. Thomas Simonis. Success Factors in Entering the Romanian Market: Knowledge Transfer as an Opportunity. CEE-Wirtschaftsforum 2006. Forum Velden.

2006. Thomas Simonis. Success Factors in Entering the Romanian Market: Knowledge Transfer as an Opportunity. CEE-Wirtschaftsforum 2006. Forum Velden.






Total Views
Views on SlideShare
Embed Views



3 Embeds 6

http://www.techgig.com 3
http://www.slideshare.net 2
http://www.forumvelden.at 1



Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
Post Comment
Edit your comment

    2006. Thomas Simonis. Success Factors in Entering the Romanian Market: Knowledge Transfer as an Opportunity. CEE-Wirtschaftsforum 2006. Forum Velden. 2006. Thomas Simonis. Success Factors in Entering the Romanian Market: Knowledge Transfer as an Opportunity. CEE-Wirtschaftsforum 2006. Forum Velden. Presentation Transcript

    • Infineon Success Factors in Entering the Romanian Market: Knowledge Transfer as an Opportunity Velden, 21.09.2006 DI Thomas Simonis Managing Director Infineon Technologies Romania
    • Infineon at a Glance
      • Infineon – the no. 4 semiconductor company worldwide
      • Revenues of Euro 6.8 billion in the fiscal year 2005 and 1.97 billion in the third quarter of fiscal year 2006
      • Approx. 41,100 employees (incl. 7,400 R&D staff) as of June 30, 2006
      • Strong technology portfolio with about 42,000 patents and applications; more than 35 major R&D locations worldwide
      • Focus on automotive and industrial electronics, security and chip cards, communication and memory products via its affiliate Qimonda
    • Infineon – Business Groups Communication Solutions Automotive, Industrial & Multimarket Memory Products * a 100% subsidiary continuing the operations of the former MP COM AIM *
    • Automotive, Industrial & Multimarket Product Range
      • Pressure, temperature, hall sensors; RF ICs
      • 8-bit, 16-bit, 32-bit TriCore® microcontrollers
      • MOSFETs, IGBTs, voltage regulators, transceivers, smart power, system ICs
      • Power discretes, - modules, -stacks, - ICs
      • AF and RF diodes and transistors; SSICs, MMICs
      • Chip card controllers and memories (contactbased and contactless)
      • Security ICs
      • Customer specific solutions and design
      Market Positions No. 2 in Automotive ww, no. 1 in EU No. 3 in RF Discretes No. 1 in Power No. 1 in Chip Card and Security ICs Sources: Strategy Analytics (2005), iSuppli (2004), IMS (2005), Gartner Dataquest (2005) Core competencies
      • Highest quality products and services
      • Leading edge technology and IP portfolio
      • System expertise with broad application competence
      • Strong worldwide presence with local sales and R&D support
      • Dedicated and committed account teams and distributors
    • Why Infineon Goes Bucharest - Keyfactors Villach Austria Bucharest Romania Padua Italy Munich Germany Graz Austria R&D network for power mixed signal
      • Strengthens alliance of intelligent power semiconductors
      • Proximitiy to customers
      • Surrounding infrastructure
      • Proximity to universities
      • Highly qualified engineers
      • Strong high-tech orientation among authorities
      • Cost advantages
    • Infineon Romania Facts & Figures
      • Official annoncement in April 05: formation of Infineon Technologies Romania
      • June 05: Legal entity Infineon Technologies Romania & Co. SCS founded
      • Operations started in August 2005 with 19 employees
      • 18. January 2006: Inauguration of the Development Center Bucharest
      • Today 120 employees
        • 80 on site
        • 40 abroad on training
      • R&D focus on
        • Automotive Power
        • Sense and Control
        • Radio Frequency
        • Chipcard
    • Internal Success Factors for a new R&D Center
      • Clear definition of required competencies
        • not to mention the low cost argument first
      • Convince and buy-in of internal customers
        • guarantees the active support of involved persons and departments
      • Comprehensive location analysis
        • ranking list of criteria, weight factors
      • Consulting and governmental relations by lobbyist
        • door opener, lobbying
      • Professional and experienced project team
        • HR, finance, purchasing, facilities, export control, IT
      • Delegates for management and knowledge transfer
        • well connected to mother company, processes, technologies
    • Success Factors in Entering the Romanian Market
      • Pool of experienced, well educated people
        • sufficient number of people with the required specialization
      • Close co-operation with technical universities
        • Master studies, laboratory, interns, masters/ PhD thesis
      • Infrastructure
        • good internet and phone supply, airport, public transport
      • Cultural proximity
        • European country and culture
      • IP protection enforced
      • Regulatory proximity as far as laws are concerned
    • Challenges
      • Complicated visa procedure inbound and outbound
        • Inbound: getting work- and residential permit takes more than 3 months
        • Outbound: long process in some EU countries
      • Compensation package finding
        • starting a new industry, right „price“ finding
        • false expectations and unrealistic demands of candidates
      • Bureaucracy
        • huge number of documents for simple processes
      • Customs
        • very entertaining behaviour of customs staff
        • long approval processes to get customs clearance
      • Frequently changing laws and regulations
        • labour and tax laws, 2h per day to go through alterations
    • Lessons Learned: Logistics, IT
      • Must have reliable shipping company with good contacts to authorities/ customs
      • Invoices to be in Romanian language; otherwise, risk that goods are not being delivered
      • Approval needed for
        • hardware and software for security applications (e.g. encryption)
        • software tools used in all design processes
        • all project, design, and technology data
      • Very good experience with Internet and telephone provider
        • high flexibility in providing tailored solutions on short notice
      • IT personnel is well educated and experienced
        • but seldom familiar with centralizes IT systems/ operations
      • Local hardware vendors try to ignore internationally agreed conditions with Infineon
    • Lessons Learned: Personnel, Service
      • To start up, a high quality local recruiter is essential
      • To reduce cost, quickly set up inhouse HR department
        • comprehensive training on inhouse processes required
      • Clearly set rules and regulations – and that they are compulsory and not negotiable
      • Outbound delegates (trainees): logistics, accomodation, allowances must be well though-out
      • Service and support structures and service levels are not up to Austrian standards
        • suppliers are happy with 80% solutions, do not reply
        • craftsmen do not appear since they already work somwhere else for more
    • Knowledge Transfer as an Opportunity
      • Setting up a high-tech R&D center
      • Knowledge transfer through comprehensive training
        • working in a solid international R&D network on an equal footing
      • Project responsibility, no extended workbench
        • highly motivated teams, working on essential projects
      • Long term perspective
        • further potential for expansion
        • Competence Center
      • Opportunity for Romania
        • starting a new high tech industry with future-proof work places
        • will attract more high tech industry and create more jobs in other industries as well
    • Never stop thinking.