From makerspace to marketplace

© 2014 Copyright Atmel Corporation1
From Makerspace to Marketplace
Sander Arts
VP, Marketing
Atmel Corporation

2 © 2014 Copyright Atmel Corporation
• Sander Arts
• VP Marketing @Atmel
• Global citizen
• Always curious
• Twitter: @sander1arts
Who is this guy with
the Dutch accent?

Palace of The Fine
(Sander) Arts…
• A beautiful, historic
building: 100 years old
• 1 of the 10 places at
the heart of the
Panama-Pacific
Exhibition
• The exhibition was the
world’s faire held here
in SF
• Today, here we are
again; celebrating
makers again
14.05.2015

Here’s some insights into my philosophy…

•Atmel Corporation (NASDAQ: ATML) is a worldwide
leader in the design and manufacture of
microcontrollers, capacitive touch solutions,
advanced logic, mixed-signal, nonvolatile memory
and radio frequency (RF) components. Leveraging
one of the industry's broadest intellectual property
(IP) technology portfolios, Atmel is able to provide
the electronics industry with complete system
solutions focused on industrial, automotive,
consumer, communications and computing
markets.
This is our company description

This is what we sell…

What the heck? Semiconductors?
WiFi capable, 4K, Mini USB, Micro HDMI, microSD etc...

Wait. Let me try this again. Here is the GoPro3
5/14/2015Atmel - Marketing Strategic Plan 2014 - 2017

Did you know? Atmel powers the Arduino!

10 © 2014 Copyright Atmel Corporation Corporate Marketing - EMT Feb 2015
Arduino was on TV with Jimmy Fallon!
Now, that is what I call “mainstream”…

11 © 2014 Copyright Atmel Corporation 5/14/2015
Maker, AVR, Arduino
Positioning Atmel as thought leader and at the heart of the Maker movement

Let’s pause for a little and read this….
“By 2018, 50% of the internet of things
solutions will be provided by startups
which are less than 3 years old. We can
estimate what the internet of things will
be like now, but we know that most of the
things that will exist in 2018 we can’t
even conceive of because they haven’t
been invented yet.” Source: Gartner

Crowdfunding Dollars Raised Q1 2015

14 © 2014 Copyright Atmel Corporation 14.05.2015
Results after searching ‘Arduino’ on Kickstarter

Kickstarter….some stats from this area….

Why do we like start-ups?
We like to enable unlimited possibilities and grow together

Going from Makerspace to Marketplace
Getting something to production & the market is hard…

This is the perceived (or real?) path between
Makerspace and Marketplace…
Market
Place
Maker
Space

Atmel Offers a Full Suite of Hardware
MCUs Connectivity Security
Touch IoTAutomotive

Embedded
Software
Industry
Partners
Online
Communities
Xplained boards
& HW Tools
Development
Tools
5/14/2015
Atmel Tools Overview
Making It Easier to Develop with Atmel MCUs
Reference
Solutions
Gallery
Fastest
Time to
Prototype

•Arduino environment is easy to
use, but lacks certain features
needed to “go pro” (debugging
support etc)
•Possible to start prototyping in
Arduino environment, and then
move SW and HW over to Studio
From “Maker to Market”
Enable users to migrate from Arduino to Atmel
No other vendor offers this level of
compatibility!

• Studio 7 accelerates Atmel 8/32 MCU
designs
• bridges the gap between maker and
professional developers
• Studio 7 enables Arduino developers to
migrate their Arduino sketches, including
C++ projects to seamlessly move into the
Studio 7 environment
• Makerspace to Marketplace!
• Studio 7 delivers a modern interface, along
with improved IDE responsiveness,
significantly decreasing design times for all
your applications
Atmel Studio 7 – (Coming in June 2015)
Focus on performance & ease of use

Atmel Helps with the Supply Chain

YouTube
1.8M+ Total Views
127K Quarterly Views
Facebook
250K+ Likes
1M+ Monthly Reach
2M+ Monthly Impressions
44K+ Followers
22% Quarterly Growth
2.5M+ Monthly Impressions
Twitter
LinkedIn
31.4K+ Followers
Millions of impressions
Google+
6.2M+ Views
17% QoQ Growth
• Ranked #1 social semiconductor company (September 2014)
• #1 most-viewed partner in ARM’s Connected Community (2014, 2015)
• Social influence score now among the highest in the industry
Blog
Notable Accolades
Growing Network of Partners
~2M+ Views
Growing Network of Major Brands
Growing Network of Media
Growing Network of Startups
Growing Network of Influencers
Our social footprint for you to leverage

• We are building out our value proposition and will help you in ANY
possible way to become successful with your project in the market
Is there more?
Adding more pieces to our tool box as we go along…
Let’s be successful together!
• Engineering support
• Access to eco system
• Work space
• $$$
• Marketing support
• Etc….

Atmel Disruptor Program

With Atmel, your Maker to Market journey is
smooth
Market
Place
Maker
Space

28 © 2014 Copyright Atmel Corporation 14.05.2015Multi-core, Multi-device development
Now, let me give you a few
examples

What do these companies have in common?
Powered by Atmel, and leveraged the community

How it starts: Mainstream Appeal
Even the media is now taking notice of Atmel content…

BeON Home
Blogs
Memes
Tweets

Bare Conductive
Events
Tweets
Blogs
Interviews

“Atmel did a superb job of supporting our
Kickstarter campaign. We loved their blogs, posts
and comical, yet relevant memes in support of our
product. In addition to our funding, one of the
primary purposes of the campaign was to get
feedback on our brand identity. Atmel helped us do
this by posting our value proposition in their own
words which helped us further refine our tone and
positioning.”
BeON

“Ever since Atmel started to pay attention to us
through their channels, we've seen a 65.7% growth
in readership which has been huge for our
readership and blog. We've also seen a 10% growth
in our Twitter followers. Lastly, Atmel has made up
for 15% of our total referral traffic.”
PubNub

"Over the past few weeks, Atmel and littleBits have
developed an awesome relationship over Twitter. By
helping us spread the word about all things
littleBits, Atmel has brought in a swell new
followers and quality engagement. We're happy that
this content partnership has been working out and
we look forward to continue building this
relationship."
LittleBits

Here is a Recent Kickstarter Campaign Atmel
helped boost
“Aside from just the development hurdles we were faced with,
Atmel also helped us promote UnaliWear which helped us achieve
our vital milestone on Kickstarter. This also provided market
validation and consumer acceptance to our product.”
Source - Jean Anne Booth, CEO of UnaliWear

A new generation of entrepreneurs is born
Remember 13-year-old Quin Etnyre from the inaugural White House
Maker Faire?

Going From Makerspace to Marketplace
Quin Etnyre
Begins
tinkering
Reaches out to
Atmel support
Completes
project
Begins
appearing in
event booths
Atmel blogs
and socializes
Taps into
Atmel
resources
Hosts a Tech
on Tour stop
Goes
mainstream
Atmel
endorsement
White House
Maker Faire
Launches
Kickstarter
Atmel promotes
Funded
Introduced to AVR Ready for Market

Don’t forget me, Quin, when you are hiring…!!

With Atmel you’ll be
launched to market
faster!

In closing…we are the Maker
and Market enablers,
but the ultimate power is with
you…

From makerspace to marketplace

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