Hisham Haddara - Thinking Out of More Than One Box - Startup AddVenture Middle East 2015

1. HISHAM HADDARA
SI-WARE SYSTEMS
THINKING OUT OF MORE
THAN ONE BOX
#STARTUPADDVENTURE

3. COMPANY OVERVIEW
February 2015

4. Si-Ware Confidential ©
Source:
August 2014 Company Overview 2
SI-WARE SYSTEMS (SWS) IN BRIEF
Established in 2004 as a design house and IP provider
◘ Demanding A/M-S & RF solutions with emphasis on timing, sensing and wireless applications
Founded by experts from the IC and MEMS industries
Evolved into a standard products and custom ASIC provider
◘ ASIC Solutions (ASD): MEMS interface ASICs
◘ Timing Products (TPD): all silicon clock oscillator – SCO™
◘ Optical MEMS Technology (OMTD): Optical MEMS (MOEMS) based products
A large portfolio of patents and patent applications ; more than 37 US patents
More than 90 design and product engineers
Headquarters in Cairo, Egypt, U.S. Subsidiary in CA, French Subsidiary in Paris
Certified 9001 in 2013
First Fabless Semiconductor Product Company in Egypt
Member of GSA

5. Si-Ware Confidential ©
Source:
SI-WARE MISSION
Establish)Si+Ware)as)an)international)fabless)semiconductor)
company)delivering)highly)innovative)products)that)add)
significant)value)to)its)customers)and)to)be)a)success)story)&)
inspiration)for)others)in)Egypt

6. Si-Ware Confidential ©
Source:
WHAT IS SUCCESS & INSPIRATION ?!
WHAT ARE WE TRYING TO DO HERE ?!
1. A world class company in terms of excellence and quality
◘ Products, services, processes and systems are the focus
◘ Innovation, excellence, quality, discipline
2. A role model company in terms of culture and ethics
◘ People are the focus
◘ Right attitudes, sense of direction, ethics, leadership
Through a culture of :
◘ Trust
◘ Positive behavior
◘ Innovation

7. Si-Ware Confidential ©
Source:
August 2014 5Company Overview
SWS MANAGEMENT TEAM
Proven Semiconductor Leadership
Hisham Haddara, Ph.D.
President & CEO
Set Up & Management
of Multinational R&D
Centers & Companies
ANACAD, Mentor
Graphics, MEMScAP
Ayman El Sayed, Ph.D.
Engineering Manager
Analog/RF Design,
Development & Management
of Product Development
Intel, Conexant
Ayman Ahmed, M.Sc.
TPD Manager
A/MS Design
Methodology, Analog/RF
Design & Management
of Product Development
ANACAD, Mentor
Graphics, MEMScAP
Diaa Kahlil Ph.D.
OMTD CTO
Research & Product
Development
of Optoelectronics, Optical
Components & Optical MEMS
Mentor Graphics, MEMScAP
Bassam Saddany, Ph.D.
OMTD Manager
MEMS & Optical Components
Design & Management
of Product Development
Mentor Graphics, MEMScAP
Amr Wassal, Ph.D
VP Operations
& Systems Engineering
DSP, Digital Design,
Development & Management
Of Product Development
PMC-Sierra
Scott Smyser
EVP W/W Marketing & BD
Semiconductor Industry
Executive & Strategy Consultant
Epson Toyocom,
iSuppli, VTI
Amr Hafez, Ph.D.
ASD Manager
Analog/RF Design,
Development & Management
of Product Development
RIM, MEMScAP, PMC-Sierra
32
YRS
18
YRS
19
YRS
19
YRS
20
YRS
21
YRS
30
YRS
20
YRS
Ahmed Helmy, M.Sc.
TPD Director of Engineering
Analog/RF Design,
Development & Management
of Product Development
MEMScAP
Amr El Mosallamy
Financial Manager
Leading Accounting
& Financial Teams
J&P (O) Limited
13
YRS
17
YRS

8. Si-Ware Confidential ©
Source:
August 2014 6Company Overview
SWS DIVISIONS
3 Breakthrough Products
ASICS for MEMS
Custom ASIC supplier
MEMS interface and driver ASICs
Inertial sensor focus
Development platforms
All Silicon Oscillators
Timing products supplier
Self Compensated Oscillator –
SCO™
Room Temperature Only trimming –
RTO™
SiMOST™
Optical MEMS component supplier
Single-chip FT-IR spectrometer
Infrared Imaging
Scanners

9. Si-Ware Confidential ©
Source:
August 2014 7Company Overview
WORLD’S SMALLEST SPECTROMETER

10. Si-Ware Confidential ©
Source:
August 2014 Company Overview 8
SPECTROMETER MARKET OPPORTUNITY
Source: Transparency, 2012
SWS-OMTD’s single chip spectrometer creates a much larger market opportunity!
New
Applications
New
Demands
Larger
Market
W/W Spectrometer Market
B$

11. Si-Ware Confidential ©
Source:
PRISM AWARD
! Wins prestigious Prism award for best innovative product world wide in Feb. 2014
! Technology transfer & licensing to Hamamatsu Photonics
! Currently sampling to customers, receiving orders and shipping volumes in Q3
9

12. Si-Ware Confidential ©
Source:
August 2014
Company Overview
10
THINK OUT OF THE BOX
WHAT BOX ?1
Your Box
! To achieve goals you ve never achieved before,
you have to start doing things you ve never done before……Stephen Covey

13. Si-Ware Confidential ©
Source:
August 2014
Company Overview 11
HOW TO THINK OUT OF THE BOX ?
FIRST, YOU MUST STEP OUT OF THE BOX !
" Reach out for people out of your box ! People with different background.
" Do things you haven’t been doing. Overcome your fears. Take risks. Challenge your assumptions
" Attend workshops, seminars, conferences. Use crowd sourcing
" Use crowd sourcing

14. Si-Ware Confidential ©
Source:
August 2014
Company Overview
ANOTHER BOX TO BREAK OUT OF !
PEOPLE’S BOX
" Innovation in positioning
" Innovation in selling
" Innovation in marketing
How
Hire professionals for
branding, positioning
and marketing
WW recognition
definitely helps !!!
Unless you create the right perception,
People will create their own