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Let Me Also Talk About The Value Of Technical Support In Design In

ASCO Technology Co.,Limited | Updated: Dec 09, 2017

The original 2017-12-09 Zhang Hongshuai international electronic business

主动器件如MCU,对供应商的技术支持能力有较高的要求。要求FAE是工程师出身,精通编程、调试,电气特性、整机性能等。本文主要针对那些对技术支持要求较高的器件供应商来探讨技术支持的问题。通常这些器件供应商不限于MCU厂商,包含所有需要调试的产品。

The active devices, such as MCU, have high requirements for the technical support capability of the suppliers. FAE is required to be an engineer, proficient in programming, debugging, electrical characteristics, machine performance, and so on. This paper focuses on the problem of technical support for the device suppliers with high technical support requirements. Usually these device vendors are not limited to MCU vendors, including all the products that need to be debugged.


一、技术支持的国内环境

1. The domestic environment supported by technology


一线元器件代理商:他们代理的产品如TI、MAXIM、Mircochip、ADI、NXP等国际IC大厂。通常他们的团队中有应用工程师,技术支持工程师,并且原厂会定期组织技术培训,包括考试。根据代理商FAE的考试情况,评判考试通过等级,给代理商返利,以促进代理商在其FAE技术提高方面的投入和督促。

Frontline components agent: their agent products such as TI, MAXIM, Mircochip, ADI, NXP and other international IC big factories. Usually their team has an application engineer, a technical support engineer, and the original factory regularly organizes technical training, including exams. According to the examination situation of agent FAE, we can evaluate the examination by grading, give the agent rebate, so as to promote the investment and supervision of agents in improving their FAE technology.


其他元器件代理商:主要负责市场推广,IC design-in后的推进,将工程端遇到的基本情况反馈给原厂,技术支持主要由原厂跟踪并完成,尤其对于有一定规模的客户,他们对技术支持的水平要求较高。代理商的FAE遇到问题,为避免支持效果不畅,通常把问题抛给原厂。原厂的技术支持包括现场支持和远程支持。

Other components agents: mainly responsible for marketing, IC design-in will promote the basic situation of the end of the project encountered feedback to the factory, the main technical support from the original track and complete, especially for a certain amount of customers, they require a higher level of technical support. The agent's FAE has a problem and usually throws the problem to the factory in order to avoid poor support. The technical support of the original plant includes field support and remote support.


国内绝大部分的代理商和原厂之间的配合方式是代理商销售、原厂技术支持,大部分工程工作由原厂FAE支持完成。

The way of cooperation between most agents and original factories in China is agent sales and original technology support. Most engineering works are supported by original FAE.


二、技术支持的“治未病”与“治病”

Two, "cure the disease" and "cure the disease" supported by technology


代理商通常认为,原厂工程师除了能针对性的现场解决客户端问题外,还应定期前去做技术交流,这会对IC的顺利导入有非常大的帮助。尤其对于MCU支持,属于长期的“陪伴型”支持。一般数千K/年的客户,都应有对应的FAE窗口给予持续高效的支持。

The agent usually thinks that the original engineer can solve the client problem in addition to the targeted field, and he should go ahead to do technology exchange regularly. This will help IC's successful introduction. Especially for MCU support, it is a long-term "company type" support. Generally, thousands of K/ years of customers should have sustained and efficient support for the corresponding FAE windows.


从产品导入的角度而言,“驻厂”支持或频繁技术交流是非常有效的市场支持策略。客户端未发生技术问题时,工程师前去可以做有效交流,不仅能提升客户满意度之外,也能有效预防客户应用过程中使用不当,保证IC应用过程的顺利进行。

From the point of view of product import, the "stationed" support or frequent technical communication is a very effective market support strategy. When the client does not have technical problems, engineers can make effective communication before they can not only improve customer satisfaction, but also prevent the improper use of customers in the process of application, so as to ensure the smooth progress of IC application process.


简言之,这是一种主张“治未病”的支持理念。

In short, this is a support concept of "treating no disease".


而治病通常是指发现身体有相应的不适症状才去医治。对于design-in工作来说,是指客户在IC应用过程中遇到异常问题,而找到厂家寻求技术支持。在绝大多数情况下,没有发现问题和刚刚发现问题两者之间往往处于一个极短的临界状态。妄图在客户发现问题前把技术支持做到万无一失,使客户端没有技术问题产生,是不现实的。另外,即使拥有最强大的技术支持能力可以预防所有的应用问题,也无法预防IC本身突如其来发现的Bug,甚至还有一些本身无法用软硬件手段补漏的设计软肋,需要加测筛选,甚至芯片改版才行。

And treatment usually refers to the discovery that the body has the corresponding discomfort symptoms to be treated. For the design-in work, it refers to the unusual problems encountered by the customers in the IC application process, and to find the manufacturer to seek technical support. In the vast majority of cases, there is a very short critical state between the problem and the problem that has just been discovered. It is unrealistic to make the technical support of the client without technical problems before the customer finds the problem. In addition, even with the most powerful technical support can prevent the application problems all the IC itself can not prevent sudden discovery of the Bug, and even some itself is unable to design hardware and software means the weakness of trap, need to add test screening, even for chip revision.


因此,从实际情况中入手,我们更多时候能做到是为客户“治病”,偶尔能做到“治未病”,很难长久的做到“治未病”。

Therefore, starting from the actual situation, we can do more often for clients, and sometimes we can achieve "preventive treatment of disease". It is very difficult to achieve "preventive treatment of disease" for a long time.


那么“治未病”这种理想的支持方式只能被阉割为“内部治未病”——即在客户设计早期,原厂发现IC设计问题,并尽早加pattern或更改版本,提供新版产品给客户——是为“内部治未病”。

So the ideal support way of "preventive treatment of disease" can only be castrated as "internal disease prevention". That is to say, in the early stage of customer design, the IC design problem was found in the original plant, and the new version of the product would be provided to the customer as soon as possible, with the addition of pattern or modified version.


三、技术支持的成本评估

Three, cost assessment of technical support


由于代理商的技术支持能力有限,一般由原厂完成技术支持,故这里主要讨论原厂的成本评估。

Because of the limited technical support capacity of the agent, the technical support is generally completed by the original plant, so the cost assessment of the original plant is mainly discussed here.


对于原厂来说,尤其是对管理者而言,成本应包含人力成本和费用成本。费用成本主要是指差旅费,对于IC原厂来说,一般不必特别关注差旅费。因此成本主要是指人力成本。

For the original plant, especially for the manager, the cost should include human cost and cost cost. The cost cost mainly refers to the travel expenses. For the original IC factory, it is not necessary to pay special attention to the travel expenses. Therefore, the cost mainly refers to the human cost.


人力成本主要体现在:派甲去了B客户那里,同样重要的A客户由谁来支持?而派乙去支持A客户,那么C客户需要原厂in house去验证的问题,该由谁来完成。

Human cost is mainly reflected in: pic has gone to the B customer, who is the same important A customer to support? And to send B to support A customers, then C customers need the original factory in house to verify the problem, which is to be completed.


人力成本的本质在于——技术支持人员是有限的。就算是拥有众多FAE的超级大IC原厂,能同时cover50%-70%的大客户的技术支持需求已经算是非常不错了,很多中小客户的支持大多只能远程支持。

The essence of human cost is that the technical support staff are limited. Even if there are many FAE super large IC original factories, the demand for technical support of large customers at the same time cover50%-70% has been very good. Many small and medium-sized customers' support can only be remotely supported.


一名FAE in house远程支持客户,每天可以支持3-4家,而现场支持客户通常每天1-3天只能支持一家客户。效率值差距非常大。

A FAE in house remote support customer can support 3-4 homes a day, while site support customers usually support only one customer for 1-3 days a day. The gap between efficiency values is very large.


因此,人力成本实际是指人力的时间成本。那些in house一天能处理3-4家客户问题的FAE的成本,就比只能处理1-2家客户问题的FAE成本高出许多。如果把成本高的FAE派到了一个地理位置比较远的大客户那里去支持,就成了一桩需要考虑是否划算的“生意”。

Therefore, the actual cost of human manpower refers to the time cost of human resources. The cost of FAE that in house can handle 3-4 customer problems a day is much higher than the FAE cost that can only deal with 1-2 customer problems. If the high cost FAE is sent to a large customer with a relatively remote location, it becomes a "business" that needs to be considered.


技术支持需求源来自于客户,当需求被提出时,原厂评估的成本主要在于时间成本。由于原厂通常有两个窗口与客户建立联系——业务口和技术口。80%以上的技术支持都来自于业务口的提出。客户通常与业务口来往较多,关系较为熟识,这种多少带有“请求性和人

The source of technical support is from the customer. When the demand is put forward, the cost of the original factory evaluation lies mainly in the time cost. Since the factory usually has two windows to establish contact with customers - Business ports and technical ports. More than 80% of the technical support comes from the opening of the business port. Customers usually have more contacts with the business mouth, and the relationship is more familiar.

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Address: RM4311 , 43/F , SEG Plaza , Huaqiang North RD , Futian District , SZ ,GD , CN 518000
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