EMS SCV Meetings: SEP 1996 – JUN 1997


List of Meetings (details below)

– Jun 25, 1997: Translating Marketing Ideas to Engineering Reality – Rudy Mui
– May 28, 1997: Intranet Panel Discussion – Panel
– Apr 30, 1997: Creative Partnerships – Gregory Schmid
– Mar 26, 1997: Market driven Product Definition – John Carter
– Feb 26, 1997: Business in Asia – Mr. Lee Ting
– Jan 29, 1997: Managing International Programs – Virginia Lacker
– Nov 20, 1996: Java Language – Peter van der Linden
– Oct 30, 1996: Managing the Creation of Interactive Multimedia – Laurence Roth, CindaVoegtli, Judith Schwartz
– Sep 25, 1996: Starting Your Business – David Lane


June 25, 1997 Meeting Translating Marketing Ideas to Engineering Reality

Presented by Rudy Mui, Lam Research

Have you ever looked at a new product and said hey I could have thought of that?

All of us come up with ideas, but finding the killer application can be like finding a needle in a haystack. And once we’ve found it, exploiting it for more than one product generation in today’s competitive environment is a major challenge.

With product lifecycles in many industries approaching the lifespan of a Paris spring fashion show, how does an organization structure a competitive strategy to stay one step ahead of the competition?

Fundamental components for enduring successful products:

  • Developing a strategic vision
  • Listening to the voice of the customer
  • Creating defensible product differentiation
  • Building strategic product roadmaps which anticipate and resolve customer needs over time

Building this foundation will be the subject of this month’s Engineering Management Society presentation as Rudy Mui, Director of Strategic Marketing, at Lam Research, and the Chairman of the Santa Clara Valley IEEE Engineering Management Society closes out the 1996-97 season. In 1996, Lam Research edged out Applied Materials to take the number one position in the competitive Dry Etch segment of the $40B semiconductor capital equipment industry.

Mr. Mui has a BS Computer Engineering and BA Economics from the University of Michigan and an MBA and MSEE from Santa Clara University. He is a member of the IEEE and is active in a number of other business and professional organizations.


May 28, 1997 Meeting Intranet Panel Discussion

The IEEE Engineering Management Society is sponsoring a panel discussion on applying the Intranet to Hardware and Software Product Development on Wednesday May 28, 1997 7-9 p.m.   We have planned an informative, perhaps provocative, discussion of the application of a new information technology and its impact on high technology product development.

Key Topics

Intranet basic capabilities (Capabilities/Benefits, Infrastructure, Time & Cost to install, Security)

  • Product development information requirements in a competitive workplace.
  • Effectivity of information management before and after Intranet application (some case history benchmarks applicable to high technology hardware & software).
  • Issues in applying Intranet capabilities to cross functional and distributed teams.
  • Future Intranet improvements to meet critical product development needs.

Panel Members:

Hewlett-Packard: Dr. TilmanSchad is President of CoCreate Software – an HP subsidiary -in Fort Collins Co.

He was Instrumental in making HP’s OpenView and OpenMail market leading products in their class. CoCreate is dediated to providing high-quality software solutions for mechanical design and product data-management. The process of co-creation is more than data sharing. It is shared minds and space via a common platform shared by all utilizing a common language that leaves little room for misinterpretation.

Netscape: Martin Haeverli, V.P. of Technology Development

He is defining and shaping Netscape’s technology strategies, with Marc Andreessen. Internet Wizard and many other titles at Apple Computer, Inc. 1982 1996. VLSI Designer, Ethernet Apologist, Software Project lead, etc. at Xerox PARC & Advanced Systems1978-1982

National Semiconductor: Glenn Newell Senior Engineering Manager, Intranet Technology

Responsible to plan and deploy Intranet Technologies for National’s enterprise, with an eye towards increased communication, knowledge sharing, and decreased time to market.

Silicon Graphics: To Be Announced. Person with software development experience emphasis.


April 30, 1997 Meeting Creative Partnerships

Presented by Rudy Gregory Schmidt, The Institute for the Future

Changing technology and the blurring of the boundaries between enterprises has created new and innovative business opportunities. The extended enterprise or virtual organization fosters an increasing role for information service businesses up and down the distribution chain. This presentation will focus on how changing technology will effect tomorrow’s business organizational structure.

Gregory Schmid is an economist and historian who has directed IFTF’s forecasting and strategic planning efforts for more than 20 years. Formerly, he was director of research for he Federal Reserve System. His latest book is “Future Tense: The Business Realities of the Next Ten Years”. He holds a B.A. from Yale College and a Ph.D. from Columbia


March 26, 1997 Meeting Market driven Product Definition

Presented by John Carter

The March 26th meeting of the Santa Clara Valley Chapter of the IEEE Engineering Management Society will feature discussion on “Market Driven Product Definition”. This talk will present a best practice to determine product requirements that yields a better product definition and yields a faster Time-To-Market. Market Driven Product Definition (MDPD) has unique aspects that includes a step by step process for the “fuzzy front end”, a method to get at hidden requirements, and a process to create a robust vision for the product development team. The presentation will draw on practical examples and case studies to emphasize how to:

  • Design a process that inspires innovation
  • Accelerate the development of new products and services
  • Achieve consensus on strategic tradeoffs and customer requirements tradeoffs
  • Assess product definition success factors and increase the chances of market acceptance
  • Determine what attributes will yield greater profits and increase customer delight
  • Maximize the return on investments in product definition

John Carter founded Product Development Consulting (PDC) in 1989, a firm recognized as a leader in advising Fortune 500 companies in the areas of research, development, and product marketing. The firm has developed expertise in Benchmarking, Metrics, Product Development Process Re-engineering, and Product Definition. John Carter, along with Professor Sara Beckman have founded the Berkeley Software Forum, which comprises 20 software development organizations, chartered to discover and disseminate best practices in the front end of product development. Before starting PDC, John was Chief Engineer of Bose Corporation, a leading high-fidelity manufacturer in the United States. John has his MS in Electrical Engineering from MIT and BS in Engineering from Harvey Mudd College, Claremont, CA.


February 26, 1997 Meeting Business in Asia: The Hewlett-Packard Experience

Presented by Mr. Lee Ting

With well over two billion consumers, Asia has grown into a major market for multi-national companies worldwide. Although many companies have tried to harness this seemingly overflowing well of opportunity, not all have succeeded. Hewlett-Packard has been active in Asia for over 25 years and is recognized globally as being particularly successful in this region.

The Santa Clara Valley Chapter of the Engineering Management Society is privileged to host an executive briefing by Mr. Lee Ting, Vice-President and Managing Director of Geographical Operations for Hewlett-Packard on Wednesday, Feb. 26th.

Mr. Ting has been personally involved with HP’s international business operations since 1968, particularly in Asia. He has been instrumental in setting HP’s Asian strategy. Prior to assuming his current position, Mr. Ting was Vice-President and General Manager for Asia-Pacific which encompassed all Pacific Rim countries from China to Australia. He founded HP Taiwan in 1970 and served as its first General Manager. Since then he has held a variety of senior level positions within HP on a worldwide basis. Currently, as head of Geographical Operations, Mr. Ting has overall responsibility of providing a unified field infrastructure for HP businesses internationally.

January 29, 1997 Meeting Managing International Programs

Presented by Virginia Lacker

Do your company’s product development, marketing and manufacturing teams include team members from around the globe? Many project managers are facing the challenges associated with building a successful team which transcends both geographic and cultural boundaries. At the January 29th meeting of the Santa Clara Valley Engineering Management Society, Virginia Lacker, Senior Consulting Partner at Management Strategies, Inc., will discuss how to successfully manage international projects.

Ms. Lacker is a specialist in managing international projects and joint ventures. Currently she is managing the development of a network of multinational travel information web sites for Vivid Studios. Recently, she managed the technology partnership which launched Infoseek’s internet service offering in Japan. Prior to joining Management Strategies, Ms. Lacker was Director of Software Engineering at Harris Corporation where she managed projects involving team members located in Russia, China, India and Chile.


November 20, 1996 Meeting Java: if it replaces C++ tomorrow, is that soon enough?

Presented by Peter van der Linden

Java is hot and it’s not just the mocha kind. Mark your calendar – November 20 – Don’t miss it!! Come hear Peter van der Linden speak about “What every software manager needs to know about Java”.

Peter is author of “Just Java” and also Software Engineering Manager at Sun Microsystems. Peter was educated at Manchester University, and Yale, has worked in Silicon Valley for the last 9 years for Sun. He is the author of 3 other books in addition to “Just Java”, including “The Official Handbook of Practical Jokes” (now sadly out of print) and “Expert C Programming!: Deep C Secrets”. Peter is interested in simplifying the software development process by removing complexity. He regards C++ as a laudable experiment, but a big step back “We learned a lot from C++, but now it’s time to move on”. He believes that Java came onto the scene at a very timely point. A strong backer of Java, confident that “it’s just a better way” yet he also recognizes that “it doesn’t matter what I think, the market will impose its will”. Asked about his interests outside work he replied “Hah! Who in Silicon valley has any time outside work?! I wish.” As Peter says it’s an interesting time to be in the industry! Don’t be late because it’s not just latte! See you there!


October 30, 1996 Meeting When Worlds Collide: Managing the Creation of Interactive Multimedia

Presented by Laurence Roth, Cinda Voegtli, and Judith Schwartz

The proliferation of web sites, intranet applications, interactive CD-ROMs, and digital entertainment continues to explode. What is managing these projects really like? Are they different from “normal” Silicon Valley product development? What happens when the worlds of engineering and communication collide and individuals whose creative vocabularies consist of code, words, images, and sound need to collaborate? (And why is the word “creative” routinely applied only to the visual, sound, and game designers, as if engineering the technical product isn’t itself a creative process?)

The speakers will comment on common issues within product development teams and between the team and their outside partners: forming and maintaining good relationships with major publishers; how to deal with the common sources of conflict between publishers and the development companies they “outsource” to; how to recognize that not everyone is speaking the same language even if they use the same words (and what to do about it).

Other issues include: approaches for mutual education and relationship building among diverse team members and corporations; Maintaining fun and creativity while keeping a professional edge; the important things for you to know about product development processes; and the lessons from “normal” product development that you shouldn’t forget.

Whether you’re a developer or development company wondering how to be successful in this business (especially keeping the “suits” happy), or a manager wanting to understand what approaches and techniques work for these projects, this talk will provide you with some interesting insights about the industry everyone thinks they want to work in.

The October 30 meeting of the Engineering Management Society will feature three people who have moved from other engineering, product development, and entertainment-related work into the world of interactive multimedia development in the last several years. They will each offer their perspectives on the successful management of endeavors in this exciting market. Each speaker will talk for 15 minutes then take questions from the audience.

Laurence Roth started his career in theater and the traditional Hollywood film and television industry. With the beginnings of widespread collaboration between Hollywood and Silicon Valley several years ago, he began assessing small software companies for major publishers looking to cash in on the new markets and arranging product development agreements between them, and has since produced multimedia titles himself. He is currently vice president of content development and programming for KidStar Interactive Media in Seattle, with responsibility for managing the whole “creative” process for its products.

CindaVoegtli, partner with Global Brain Inc., is a BSEE/CS with 15 years engineering and management experience in the development of high-technology products, including communications systems, medical devices, software and information systems, and multimedia game products. As part of her consulting, training, and project coaching focused on rapid product development, she assists 3-D game development companies and their publishers with their hair-raising “it has to be out for Christmas” projects. She has extensive experience dealing with the very interesting challenges of multi-corporation (outsourced) product development projects.

Judith Schwartz, principal of To the Point Consulting, has managed software development projects for 15 years: demonstrations, application software, large scale information system for major corporations as well as web sites, CD-ROM titles, animated videos, and information kiosks. She is breaking new ground as an information architect and developing techniques for facilitating communication between technical and visual professionals.


September 25, 1996 Meeting Starting Your Business: A Venture Capitalist’s Perspective

Presented by David Lane

Have you thought about starting your own business? Do you know what it takes or how to do it? Learn about this and more as the Santa Clara Valley Engineering Management Society kicks off the new season on September 25 with a presentation by David Lane, general partner and co-founder of Alpine Technology Ventures.

Alpine Technology Ventures is a $72 million venture capital fund targeting early stage, high growth companies and has worked with numerous start-up companies.

Founded in 1994, Alpine invests solely in high technology companies in the software, communications, computer hardware and electronics areas. Alpine’s general partners bring significant past operating and venture capital experience to assist their portfolio companies. Alpine’s general partners have previously been active investors in companies such as S3, Rasna, Network Peripherals, Answer Computer, Proxim, Harmonic Lightwaves, Viewlogic Systems, and TriQuint Semiconductor. Alpine’s current investment portfolio can be viewed on the Web at www.AlpineVentures.com

Lane’s presentation will cover what entrepreneurs should consider when they are looking to start their business. Learn how to refine your business concept and launch your business. He will also address different ways to fund your company. Lastly, the presentation will provide a look at what are today’s hot industries.

Prior to founding Alpine, Lane spent seven years with the Harvard Management Company, which manages Harvard University’s $7 billion endowment. As vice president, he was responsible for the high technology investment portfolio. Joining Harvard’s placement group in 1987, he was a key contributor to the portfolio’s growth from $600 million to $1.7 billion when he left in 1994.

Prior to joining the Harvard Management Company, Lane advanced through several technical sales management positions at IBM. He directed technical selling efforts that achieved millions of dollars in yearly sales to Fortune 1000 corporations. Prior to that, he was an member of the technical staff with Hughes Aircraft working on defense systems.

David Lane has an MBA from Harvard University and a BSEE from the University of Southern California. He is a member of the IEEE and has been a guest lecturer for the National Association for Small Business Investment Companies (NASBIC).