Presented by Itai Ro

1. Realizing the Vision –
Innovation thru Collaboration
Itai Rosenfeld
Vice President and General Manager
Applied Materials Israel
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2. INNOVATION ?
Things that changed our life?
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3. INNOVATION ?
Things that changed our life?
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4. INNOVATION ?
Things that changed our life?
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5. INNOVATION ?
Things that changed our life?
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6. INNOVATION
…generally refers to the creation of better
or more effective products, processes,
technologies, or ideas that are accepted
by markets, governments, and society.
…innovation generally signifies a
substantial positive change compared to
incremental changes.
Source: Wikipedia
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7. In our world…
INNOVATION =
+
creativity commercialization
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8. …for (a bad) Example
Solution not
good enough
Seriously?
 Need  Need
 Creativity  Creativity
 Commercialization  Commercialization
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9. INNOVATION
in a mature industry
Consumer Moore’s Technology
demand law inflections Fabrication
• Mobile & tablet • CD shrinkage • EUV lithography solutions
• Cloud • 22nm, 16nm, • 3D transistors
computing 12nm… • 450mm wafers
The Semiconductor World
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10. RISK
in capital equipment development
Few (big) customers
Huge R$D investment (10s of $M)
Long development cycles (5-10 yrs)
There are no 2nd chances
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11. HOW to OVERCOME
collaboration is key
 Early engagement with
leading customers
 Get it right the first time or
stop it when it’s still small
 Reduce uncertainties
 Reduce development time
 Strengthen customer loyalty
 Share funding (and success)
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12. CASE STUDY
problem statement
 Fab decision depends on manually classified images
 Slow and labor intensive
 Prone to human error
void residue scratch thinning particle bridge
Can it be done automatically?
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13. POTENTIAL SOLUTION
automatic defect classification (ADC)
 The “Holy Grail” of defect analysis
 Automatic classification of detected defects
 A learning system with decision making algorithms
 Needs to be accurate and fast
 Previous attempts were not fruitful
Collaborate with a customer to provide a
solution customers will actually want
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14. ENGAGEMENT
ADC development with leading flash customer
Innovative Support Vector Machine
(SVM) based algorithm developed
one year
Method of Minimal Volume (OCSVM)
 State of the art
 1st in industry to
implement machine
learning
 Innovative approach to
rejection mechanism
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15. ENGAGEMENT
ADC development with leading flash customer
Innovative Support Vector Machine
(SVM) based algorithm developed
one year
Data collection in the Fab
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16. ENGAGEMENT
ADC development with leading flash customer
Innovative Support Vector Machine
(SVM) based algorithm developed
one year
Data collection in the Fab
Algorithm optimized and tuned
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17. ENGAGEMENT
ADC development with leading flash customer
Innovative Support Vector Machine
(SVM) algorithmTarget Confidence Level: >90%
started development
one year
Data collection in the Fab
Target Rejection Rate: <15%
Algorithm optimized and tuned
Beta testing at customer site
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18. ENGAGEMENT
ADC development with leading flash customer
Innovative Support Vector Machine
(SVM) based algorithm developed
one year
Data collection in the Fab
Algorithm optimized and tuned
Beta testing at customer site
Production implementation
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19. BENEFITS
of joint ADC development
 to Applied Materials
 Deep understanding of customer needs (not guessing)
 Access to large amounts of real-life data (not simulated)
 Testing in high-end environment (not lab)
 Creating a winning product (commercialization)
 to the customer
 Algorithm developed according to customer needs
 Early adoption  value over customer competitors
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20. COLLABORATION
What does it take to do it successfully?
 Innovative value add concept
 Otherwise doesn’t justify the effort
 Strong team and team work
 Shared goal
 Highly technical, advanced customers
 Good relations and champion at customer side
 Dedication, motivation, persistence
 Nothing comes easy
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21. SUMMARY
Innovation drives the universe development
Effective innovation in an organization
requires: professional people, excellence,
culture and drive
Successful innovation requires also
commercialization
One effective way to drive successful
innovation is through collaboration with
the customer
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22. External Use

23. ISRAEL
E http://www.appliedmaterials.com
http://www.appliedblog.co.il
http://www.facebook.com/appliedmaterialsisrael
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