Post on 03-Jan-2016
Harold Teague
ETM 5121 Project Proposal – Summer ‘03
Proposal Presentation Logistics
• Conference call• To be held Monday, July 21, 2003, 5:40 – 6:10 PM CDT• Toll free – 866-828-0531 participant code 5773958
• Questions – contact Harold Teague @• 405-823-1609 anytime• Haroldrt3@sbcglobal.net• Harold.teague@seagate.com
Harold Teague
ETM 5121 Project Proposal – Summer ‘03
Proposal Presentation Logistics
• Distribution• Dr. Paul Rossler - prossle@okstate.edu• Mr. William Urdaneta - william.urdaneta@bakeroiltools.com
• Package contents• Powerpoint – hteague proposal.ppt• Word – hteague proposal.doc
• Video presentation• distribution to be coordinated with William H Elliott @
bill.elliott@okstate.edu• On or before July 18, 2003
Harold Teague
ETM 5121 Project Proposal – Summer ‘03
Disk Drive Electronics Architecture
256Kx16FLASH3.3 Volt
Kea1.8 Volt Core3.3 Volt I/O
FC 2
PREAMP5V TTL
Processors
NRZ (0:7,P), RREFCLK, WCLK
ANALOG DATA
PREAMP SERIAL PORT (0:2)
R/WCHANNEL 1800 Mb/s 1.2V Core
2.5V I/O3.3V AnalogFC I/0 BUS
ADDR/DATA (0:15)
2Mx32SDRAM
3.3V
SERVO_AD(0:3)LVDIFF
SGATE
WUS
PREAMP CONTROL (R/W, /RST, FAST)
ASKREQ
INDEX
REFSGATE
ASKCMP
ABORT
WGATE
RGATE
DA
TA
(0:
15)
RefClk(30MHz)SYSRES
20 MHz
20 MHz
DWREN+
SVO SERIAL PORT(0:2)
EmbeddedSERVODEMOD
DMUX
LOW_VCC
DSC_IRQ+
uP_RST
X1
X2
DATA (0:15)
LED
ADDR (1:20)
CS/WR/RD
CS
/WR
/RD
ALE/CS/WR/RD
ADDR (1:20)
R/W SERIAL PORT
GPIO(0:28)
GPIO(0:3)
Vre
f
RA
S/C
AS
/CL
K/C
KE
/WE
/DQ
M/C
S
DA
TA
(0:3
1)
AD
DR
ES
S(0
:11)
CS (0:1)
INT
ER
PT
(0
:1)
JT
AG
(0:6
)
SP
TS
(0:1
)
TE
ST
(0:3
)
READY
AUXCNV(INT)
AUXCLK(PLLS)
AUXDTA(COAST)
MTR_PWM
Motor Serial PortDEN, CLK, DATA
Servo
ET
M(0
:19)
,
MOTORSERVO
VM, A, D/A,A/D, ramp
1.2, 3.3,-5VREG
MOTORDRIVERS
SPINDLE DRIVE
VCM DRIVE
VCMsenseFET
uADRIVERS(discrete)
uA DRIVE
Interface
Harold Teague
ETM 5121 Project Proposal – Summer ‘03
1.0. Introduction• New disk drive new interfaces are introduced based on system needs
• Consist of two main pieces – interface LSI and companion firmware• Problems surrounding new interface development
• Interface Maturity• No existing industry infrastructure• Specification ambiguities• Market leaders establish precedent & gain market share
• LSI Development• New technology is more complex• LSI schedules comprise a greater portion of the overall product• LSI problems add more risk to product schedules • Evolutionary vs. a revolutionary design approach • Higher development costs have with each generation • Longer fab cycle times
Harold Teague
ETM 5121 Project Proposal – Summer ‘03
1.0. Introduction (cont.)• Problems surrounding new interface development (cont.)
• Firmware compatibility and maturity• No existing design to leverage• Developed in parallel with LSI• No way to verify “proper” operation ahead of hardware
• Market timing & transition - three concerns• Technical requirements are likely to change• Customers requirement tied to their development activities• Transition rate will significantly impact the volumes and revenues
Harold Teague
ETM 5121 Project Proposal – Summer ‘03
SAS Introduction Timing
Original Promoters Original Promoters + Contributors+ Contributors
(25)(25)
Original Original PromotersPromoters
Rev. 16Rev. 16
SAS SpecSAS Spec
ANSIANSI
T10T10
Rev. 1 for Rev. 1 for T10 Letter T10 Letter
BallotBallot
T10 T10 Letter Letter BallotBallot
Public Public ReviewReview
Official ANSI Official ANSI SpecSpec
Q202Q202Q301Q301 Q401Q401 Q102Q102 Q402Q402 Q103Q103 Q203Q203Q302Q302
Harold Teague
ETM 5121 Project Proposal – Summer ‘03
Interface Transition Comparisons
0%
10%
20%
30%
40%
50%
60%
1st 2nd 3rd 4th 5th
U320 SATA C1-SAS SAS
U320 Transition influenced by:
• Minimal hardware changes• Usable in legacy modes – e.g. U160• Universal use across enterprise market
Customer 1 SAS ramp plan•Strategy to transition new platforms within 18 months
•4 platforms will launch with SAS•Currently Working 3-way efforts to mitigate issues
SATA Transition influenced by:
• Considerable part of PS market segment dominated by cost focus – not available to SATA until cost parity achieved
• Constrained by availability of integrated SATA port on motherboard.
Fibre Channel Not comparable to SAS because:
• Initially driven by only one major OEM for multiple generations• Used only at high-end of market– small volumes• 2Gb transition hampered by slow infrastructure development
Industry SASTransition influenced by:
• Targeted at majority of enterprise segment• OEM driven effort – HP’s focus,
Dell, IBM plan to follow, Intel strongly supports
• Infrastructure activity/plans:High priority at Maxtor, Hitachi, Fujitsu, Adaptec, LSI etc. etc.
Harold Teague
ETM 5121 Project Proposal – Summer ‘03
2.0. Problem StatementA new product is planned incorporating the SAS interface, but is now at risk due to development issues
• Original LSI strategy – pull in the next generation LSI architecture• Maturity concerns mitigated by a leading sister chip • Sister part schedule has now slipped to be of no use• 3 to 5 $1M each turns anticipated • If the original intent of checking out the sister part first is maintained, a
significant schedule push is incurred. Such a schedule slip has significant ramifications for product revenues, market share, and industry leadership
• Other options exist for SAS LSI, but cost, performance and schedule tradeoffs must be evaluated – apparently no good solution
• Original Firmware strategy - use new platform firmware w/SAS interface• No check out on target hardware• Maturity based on testing of a hybrid firmware operating on current
generation fiber channel LSI• Current product firmware set does not incorporate the SAS; considerd
difficult to modify and maintain, assessment is that this firmware could be modified to support SAS, but reliability would be a concern
Harold Teague
ETM 5121 Project Proposal – Summer ‘03
2.0. Problem Statement (cont.)
A new product is planned incorporating the SAS interface, but is now at risk due to development issues (cont)
• Market Timing and Demand Uncertainty• A key customer has moved their requirement up by several
months• G2 indicates competition may have improved their schedule
Problem to be resolved – how to meet the market demands• Customers’ schedule• SAS functionality, performance, and cost• Accommodate issues associated with new interface• Achieve a market leadership position
Harold Teague
ETM 5121 Project Proposal – Summer ‘03
$0
$2,000
$4,000
$6,000
$8,000
$10,000
$12,000
$14,000
Q4FY04 Q1FY05 Q2FY05 Q3FY05 Q4FY05 Q1FY06 Q2FY06 Q3FY06 Q4FY06 Total
Original Plan
2Q Slip
-
5
10
15
20
25
30
35
Q2 Q3 Q4
FQ1'05
Q2 Q3 Q4
FQ1'06
Q2 Q3 Q4
Original
Original 2Q Shift
SAS Volume Breakdown
Gross Profit Comparison
Harold Teague
ETM 5121 Project Proposal – Summer ‘03
3.0. Measures of the ProblemProduct is introduced according to the new marketing requirements to maximize revenue & profit opportunity.
• Establish market leadership – first to market.• Technology is mature at product introduction as measured by
standard qualification procedures.• Increased technology leverage based on existing or proven
platforms is an early indicator.• Plan has inherent flexibility for accommodating unexpected
changes. • Development costs are minimized relative to the current path on
this and other programs.• Options are developed to only incur incremental costs if market
development warrants rather than plan for the optimistic technology adoption and market transition.
Harold Teague
ETM 5121 Project Proposal – Summer ‘03
4.0. Project Objective
Develop a strategy for delivering a SAS interface product that:
• Meets customer schedules• Is viable – achievable, acceptable risk• Is technically mature• Minimizes costs • Provides maximum design flexibility • Leverages existing development • Minimizes additional development resources.
Harold Teague
ETM 5121 Project Proposal – Summer ‘03
5.0. Specific Deliverables
If the Project objectives are to be realized, then the following are required:
• An LSI development and integration strategy.• A firmware development and integration strategy.• Inherent flexibility to accommodate late interface standard changes
or customer issues and incompatibilities as measured by time and cost to make changes.
• Cost tradeoff analysis for various options.• Risk tradeoff analysis for various options.• Detailed product plan & recommendation.
Harold Teague
ETM 5121 Project Proposal – Summer ‘03
6.0. Alternatives Considered
1. No change to current plan. Update plan to account for schedule slips and continue as usual.
• Accept potential market loss and revenue impact. - or -
• Discount marketing and customer feedback based on transition histories.
2. Replace the existing SAS strategy and plan with a completely new plan and discard the current efforts
3. Develop a hybrid SAS strategy and plan that adjusts the existing plan to leverage its deliverables in the future, but adds a parallel strategy and plan that better meets the company’s and customers’ near term requirements.
Harold Teague
ETM 5121 Project Proposal – Summer ‘03
7.0. Project Approach & CriteriaThe project will be executed as follows:
1. Conduct kick off meeting
2. Assign options and alternatives for feasibility analysis.
3. Team pulls together options and develops project relationships, dependencies, and timing.
4. Team analyzes risks and costs of various alternatives, including market impact and flexibility. Alternatives are ranked according to risk, cost, flexibility and market impact.
5. Team develops a recommendation.
6. Submit plan for review to all of the stakeholders, including vendors.
7. Review plan with executive team for approval.
8. Initiate execution under Advanced Technology Implementation program manager for tracking and management.
9. Coordinate schedule and plan with key customers and other partners.
Harold Teague
ETM 5121 Project Proposal – Summer ‘03
9.0. Planned Use of MSETM materials
ETM 5110 - Managing Virtual Project Teams: to bring together the multi-site, cross-functional team to support the various activities necessary to complete the project.
ETM 5110 – Leadership Strategies: techniques and approaches for developing momentum for the product and associated strategies.
ETM 5241 – Strategic Project Management: project management skills
ETM 5251 - Problem Solving and Decision Making: to identify the problems and potential problems, possibilities, and choose a solution path.
ETM 5291 - Failure Mode and Effect Analysis: to identify areas that have been overlooked from a product design perspective, a product and technology introduction perspective, and an execution perspective.
IEM 5010 – Leading and Managing Technology Implementation: technology management and assessment.
Harold Teague
ETM 5121 Project Proposal – Summer ‘03
9.0. Planned Use of MSETM materials
IEM 5503 – Finance and Advanced Capital Analysis: financial tradeoffs for various project options.
IEM5823 – Performance Management and Improvement: methods and strategies to improve project execution.
MGMT 5553 – Management of Technology and Innovation: development of innovative solutions and approaches.
MKTG 5133 – Marketing Management: interfacing with key customers and vendors to develop a successful technology/product introduction strategy.