Ba401 Case 1 4 Matrix

1. MaTRIx semiconductor BA401 Case Study 1_4

2. SWOT ANALYSIS Budget Breakthrough technology Popularity S W Low Cost Collective experiences Time & Resource Unawareness brand Great growing market o T Channel via World-brand

3. Matrix Semiconductor Technology : Breakthrough technology Product : Combining new value with backward compatibility Market : Large, High growth Consumer Applications Partnership : Coming to market with established leaders

4. Technology Skycrapers, Not Shopping Mall – 3D Chips Vertical Stacking up

5. Technology A Prototype with no new Atoms OM No new material A Revolution in the Making Chip LCD TV Chemical-Mechanical Builing transistors on top of a surface other than the pure surface of a silicon wafer.

6. Technology 1 2 3

7. Technology driving up Market Opportunity Flash SRAM $1.00 Other DRAM Matrix 3-D $0.10 Fixed Disk Removable Disk $0.01

8. $XX Billion-Dollar Opportunity 10 Times less Cost per chip Idea for providing storage the portable consumer electronic market Market Opportunity New Market

9. Human Resources A Glorious teamwork 15x15 floor room A Very experienced and bright engineers

10. Market Opportunity Transforming technology into marketable Product The strategic decision to transformits technology into marketableProduct. Due to Budget , Manufacturing and Human Resources Patent To protect its multiple generation of its product and to ultimately protect their play.

11. Building a Multi-Dimension Strategy Problem encountering Late debut of prototype in mid 1999 Matrix doesn’t raise fund but they are base on their collective experiences to make their product technology into cohesive strategy that would resonate their investors and customers. (Budget) Maximize opportunities and Minimize Risk

12. Innovation OTP (One time Programmable) Advantage Disadvantage Less technical for competitive advantage Could be read over 100 years Uncertain market size and opportunity Without unlimited Usage Less Direction in competition Positioned as consumable product

13. Innovation Read / Write Advantage Disadvantage More attractive due to a comparison with Flash Unpredictable for the first blueprint Limited Market Risks No time and resources

14. Niche market Initial Market Competitor # Core position Competitor Product Market Potential This market is expected for greatest growth Expensive and too small space 80% Market Share are from Toshiba, Sandisk, Samsung and Hitachi Our core proposition of lower cost bits, high density

15. Digital camera market (OTP) Accesability Demand for greater storage Upload on Website $1.4 billion expected in 2000 Price War

16. Video Game (OTP)

17. Brand or not to brand

18. Brand or not to brand Pull strategy To Brand

19. Brand or not to brand Not to Brand Channel World Brand Awareness

20. Brand or not Business model Decision Patent Fabless model Fab Facility

21. Long term plan 1999-2004 Business model in next 5 years Corporate Strategy New innovation in Read/Write Market

22. Long term plan 1999-2004 Business model in next 5 years Corporate Strategy OTP Manufacturer

23. Q & A