1、半導體產業供應鏈 覃培雄Semiconductor Supply Chain與半導體業與半導體業+網路軟體業的淵源網路軟體業的淵源80年代美日半導體大戰、90年代台灣異軍突起靠產業政策與商業模式96年 Stanford+Berkeley Consortium on Enterprise Internet UsesWho We Are: 最資深，有縱深的華人最資深，有縱深的華人B2B軟体顧問公司軟体顧問公司1996年創立於柏克萊：電機、經濟、企管、軟体開發顧問群B2B Portal and Process Integration Leader in Asia since 1998RosettaN
2、et Leader in Asia since 1999What We Do: 協助台灣先進電子企業創造競爭優勢協助台灣先進電子企業創造競爭優勢台積、日月光、華邦、聯電、京元、威盛、世平、環電、明碁、 新寶IT enabled business excellence 虛擬晶圓廠、集團統合、虛擬倉儲電子業企業資訊團隊立功升官的忠實夥伴與長期戰友以供應鏈垂直專工、虛擬整合領先世界的xx半導體業Semiconductor Supply Chain (simplified)To EC industryMaterialsShipping and LogisticsEquipmentFoundryAsse
3、mbly Test ProbeDevice MftrDistributorCEM/OEMA single, contiguous supply chain from materials to systemsEC Supply chainSM Supply chainSemiconductor Manufacturing Supply ChainTo EC industryTestandburn-inAssembly/packagingProbe FabricationProcess coordinationShipping and logisticsDesignMaterials and eq
4、uipmentMasksProcessPackageIt is much more complicated upstream from the device manufacturersShipping and logisticsMaterialsMasksPackageEquipmentFoundryAssembly Test ProbeFabless Device MftrIndependent Device MftrAir ProductsJSRShin-Etsu HandotaiShinkoSumitomo BakeliteSumitomo MetalTOKToppanApplied M
5、aterialsTokyo ElectronTSMCUMCCharteredAmkor ASESPILXilinxAgere (Lucent)AgilentIntelLSI LogicMicronMotorolaNational SemiconductorNECPhilipsSamsungTexas InstrumentsToshibaWinbondSM Board Members by Segment半導體產業電子化觀感分享n企業運籌 Logistics SCMn劉邦：運籌策於帷帳之中，決勝於 千里之外，吾不如子房。n如何幫助您的半導體企業在加速變動的世界市場中運用知識來致勝賺錢。n一個粗淺
6、的邊做邊學架構，願能駕簡馭繁。n教學超分工整合：經濟 工工 B2B IC開宗明義新經濟演進：一波波的專工委外n經濟生產是企業與市場交互運作的結果n新經濟的一体兩面就是電子化企業與電子市集n霧煞煞的新經濟說穿了就是一波接一波的專工委外nB2B 的首要內容就是 eSourcingneSourcing 的演進先後包含企業市場化與市場企業化n電子業的先進經驗可以幫助我們預見其他產業的未來n企業市場化有兩面：實体專工、虛擬整合n實体分工古已有之，於今為烈nAdam Smith: “The division of labor is limited by the size of the market.”n全
7、球聯網擴大市場規模，促進細密分工nRobert Coase: The size of the firm is determined by market transaction cost.n互聯網降低交易成本迫使整合元件廠委外代工nNetwork Allows Higher Level of Optimum Disintegration企業市場化：實体專工、虛擬整合企業市場化之一：垂直專工新經濟大贏家密訣：虛擬整合n虛擬整合是新經濟盟主創造與爭取價值的關鍵n晶圓代工廠，虛擬晶圓廠，虛擬整合廠n創造價值：虛擬整合廠比實体整合廠成本低n爭取價值：價值鏈整合者掌握客戶、主導分配nTSMC、DELL 的
8、供應鏈整合n日月光虛擬整合世界各地購併廠System DesignIC DesignTaiwanFoundriesContract Assembly & TestSystem DesignIC DesignFabAssembly & TestDesignServicesFoundryAssembly & TestIPICDesignIC DesignIDMSystem1980s1990sAfter 2000System DesignSystem DesignAssembly & Test Fab FabAssembly & TestSystem/IC Design System DesignI
9、C DesignIntelTI.IDMFablessIDMFablessEDATester企業市場化之二：虛擬整合 eBusiness ArchitectureRepositoryDatabaseSCMPDMERPMESCRMAdapterSMTP. FTPVAN, EDIeBusinessDirect Supplier / CustomerSupplier/ customerExtricityWeb ChannelNet MarketPortalEDIPartner ChannelInterfaceDatabaseMiddleWareRosettaNet經濟知識化、產業電子化與企業運籌經濟知
10、識化、知識網路化與企業的運籌課題n超分工整合：半導體超高度集成驅策 B2B2B2B2B資訊流n產銷脈絡管理：提高價格靠集結特長、降低成本靠廣泛交易n押中利基產品：PC IA 、 梯階式創新 過河式創新n機動組隊生產：TSMC TSVC 變形蟲產業組織電子化n知識創造價值：IP + IT 技術知識、市場知識、協力知識企業間電子商務發展脈絡與企業的運籌手段 n96 網路化 Extranet 客服網關： Foundry to Fablessn97 自動化 Extricity 統合平台： Foundry to IDMn98 標準化 RosettaNet 流程標準： IT to EC to SMn99
11、中介化 Net Market 網路市場： MRO to Material to Mind一砂一世界一砂一世界n劃滿細線靠全球知識n超分工：專精、規模n超整合：靈通、簡便B2B資訊川流不息資訊川流不息n超分工：量變n超整合：質變產業進入資格產業進入資格n客戶要求運籌課題一：超分工整合 B2B2B2B2B網路賺錢？ B2B賺錢？經濟知識化、知識網路化n一脈相承一脈相承：價格的提高靠特長，需善選夥伴協力：價格的提高靠特長，需善選夥伴協力uCore Competence Couplingu例：威盛例：威盛 台積電台積電 日月光日月光n絡繹於途絡繹於途：成本的降低靠兼容，需挑好市場交易：成本的降低靠兼容
12、，需挑好市場交易uPostponementuModularizationuMarketization點石成金：B2B 的本事相對於 IntraBiz 愈形重要運籌課題二：產銷脈絡管理 SCM 運籌課題三：押中利基產品 PC IA押對寶： Collaborative Forecasting 協同預測電子產品創新趨勢變革 利基產品預測不確定性大增n梯階式創新：n過河式創新：晚下注： Postponement 延遲nDFSCM , 延後產品之間差異化，大同小異nProduct Modularity產品模組化n關係複雜感情專一的多贏策略n產脈：一脈相承的協力夥伴n銷絡：絡繹於途的兼容品市場採買對象u產
13、品、程序模組化 Direct Material 機動組隊生產運籌課題四：機動組隊生產 TSVCTSMC TSVC 統合 整合IT SCM 變形蟲產業組織電子化Taiwan rises in IC/PC by making the industries B2BnFoundries Fabless IDM outsourcingnMotherboards SubCons PC System outsourcingIP: 公開知識 + 公權力保護 IT: 私用知識 + 私營手段保護運籌課題五：知識創造價值 IP + ITIT :產品差異化產品差異化知識差異化知識差異化 n技術知識：n市場知識：n協力
14、知識：AQR : 正確快速 決策回應 IP : 蕊片線路蕊片線路n付費 Cell Libraryn天下文章一大抄 B2B 發展脈絡與發展脈絡與企業的企業的運籌手段運籌手段企業間電子商務發展脈絡與企業的運籌手段 n96 網路化 Extranet 客服網關： Foundry to Fablessn97 自動化 Extricity 統合平台： Foundry to IDMn98 標準化 RosettaNet 流程標準： IT to EC to SMn99 中介化 Net Market 網路市場： MRO to Material to MindSpecialized StrategicRelation
15、shipCommodityExchange企業間供應關係深淺分佈圖Spot Mkt. PlasticOutsourced Warehouse mgmt.Collaborative ForecastingDirect Procurementof raw materialsOutsourcedDesign servicesCollaborative Production PlanningEFTCustomComplexDynamicStandardSimpleStableCatalogInformation Mgmt.Transportation ManagementContractManufac
16、turingMRO Procurement(Staples,Paper Clips, Mops, etc.)客服網關 ExtraNet運籌手段一：統合平台 Extricity運籌手段二：1997-? B2B自動化Extricity eSynch Architecture: 多層次、多單位 流程整合 駕簡馭繁福福雷雷 電電 - satellite日日月月 光光馬馬來來西西亞亞 - satellite日日月月 光光中中壢壢 - satellite日日月月 光光韓韓國國 - satelliteHub日日月月 光光菲菲律律賓賓 - satelliteASEIC IndustrySupply Chain
17、TSMCDesign House 1IDM 1IDM 2EDI GatewayASE GroupExtricity AllianceExtricity AllianceExtricity AllianceExtricity AllianceB2B連結服務範圍 訂單管理 在製品追蹤 產能/產出即時資訊 出貨管理N : SatellitesM : Hub - CustomersCom bination : N + 1 + M Connectiv ityPublic ProcessPrivate ProcessPublic Process日日月月 光光半半導導體體 - satellite日日月月 光
18、光美美國國 - satelliteNon-Extricity SolutionExtricity Alliance作業流程作業流程整合實例：整合實例：日月光日月光流程整合，駕簡馭繁： 公司統籌、廠區自主流程整合，駕簡馭繁： 公司統籌、廠區自主 跨企業作業流程跨企業作業流程 接受訂單接受訂單Partner GroupPO Process各廠區可視需要制訂不同的各廠區可視需要制訂不同的作業流程，以符合客戶需求作業流程，以符合客戶需求 訂單訂單 in ASEK企業內部作業流程企業內部作業流程企業內部作業流程企業內部作業流程統合需求，產地採購，全球運籌工廠工廠企業總部運籌中心採購訂單原物料需求原物料交
19、貨原物料需求原物料採購指令原物料交貨採購人員歐洲發貨中心北美發貨中心亞洲發貨中心成品交貨/倉成品交貨/倉成品交貨/倉成品交貨/倉供應商流程標準 RosettaNet運籌手段三：1998-? B2B標準化流程標準 RosettaNet運籌手段三： Review partner review product /service review Product Introduction preparation for distribution product change notification Marketing Management marketing campaign management le
20、ad & opportunity management design win management (EC) Order Management quote & order entry transportation & distribution product configuration returns & finance management Inventory Management price protection collaborative forecasting inventory allocation & replenishment inventory & sales reportin
21、g ship from stock and debit/credit (EC) Service & Support warranty management asset management technical supportROSETTANET SCOPECLUSTERS & SEGMENTS POST ECPurchasing EngineBuyerPurchasingERP LinkSupplierOrder Entry & InvoicingERP LinkCompleteStandardReportsE-DesignCollaborationShipmentTrackingAuctio
22、nandExchange FeatureRFQ FeatureCommunityandContentMulti-Currency& LanguageCapabilityComplete Supplier CatalogsConsultingServices BuyerSpecifiedLimitedCatalogsBankingandAuto PaymentFacilities網路市場 Net Markets運籌手段四：MRO to Material to Mind1999-? B2B中介化Many Buyers vs. Many SuppliersSupplierSupplierSuppli
23、erSupplierSupplierBuyerBuyerBuyerBuyerBuyerNet-Market: RevolutionSupplierSupplierSupplierSupplierSupplierBuyerBuyerBuyerBuyerBuyerNet-Market經濟知識化、產業電子化與企業運籌經濟知識化、知識網路化與企業的運籌課題n超分工整合：半導體超高度集成驅策 B2B2B2B2B資訊流n產銷脈絡管理：提高價格靠集結特長、降低成本靠廣泛交易n押中利基產品：PC IA 、 梯階式創新 過河式創新n機動組隊生產：TSMC TSVC 變形蟲產業組織電子化n知識創造價值：IP +
24、IT 技術知識、市場知識、協力知識企業間電子商務發展脈絡與企業的運籌手段 n96 網路化 Extranet 客服網關： Foundry to Fablessn97 自動化 Extricity 統合平台： Foundry to IDMn98 標準化 RosettaNet 流程標準： IT to EC to SMn99 中介化 Net Market 網路市場： MRO to Material to MindRosettaNet: Gaining Speed & TractionJennifer Hamilton, CEO19 April 2001 34Implementation Successe
25、sPartnersImplementationResultsArrow & CarrierUp and running in six weeksReduced a 5-day batched delivery cycle to overnight; results in inventory reduction, improved customer satisfactionBourns & TTIImplemented PIP 3A2 in two weeksNew process converted access to inventory information from a weeks de
26、lay to real-time data; improved customer serviceCompaq &Delta (Taiwan)Implemented PIP 3A4 and PIP 3A7 Reduced the order processing lead time to several minutes; enabled Compaq to receive the P.O. acknowledgement immediately and allowed departments involved in the process to receive related informati
27、on in real timeIntel & WPI(Taiwan) Implemented PIP 3A4 and PIP 3A7 Automated process reduced the cycle time for order processing between the companies Samsung &SonyFirst implementation between Korea- and Japan-based partners Moved into production this month; expected to shorten lead timeIMPLEMENTATI
28、ON SUCCESS35RosettaNet Basics ApproachStart with agreed Subset of PIPs -5 PIPs: PO-3A4/3A7, ASN-3B2, Invoice-3C3, Payment-3C4- Must interoperate with all major trading partnersIntelCompaqHPPSPMultiple majors certify business solution-Provide starting point for Business Certification -RosettaNet EC &
29、 IT Board company interest/supportAlternative Trading Partner Solutions-More than one solution provider - interoperableAvailable eBusiness Solutions/Service Providers- Geography dependentXXCommitted initial SME Trading Partners- Range of sizes ideallyISV(1)SI (a)TradingPartnerISV(2)SI (b)TradingPart
30、nerRN PIP processes are pre-modeled (pre-built, pre-configured) in ExtricityProject B-Plan: WPI-Intel Experience TransferExtricity for RosettaNet: Pre-model PIPs Pre-built, pre-configured RosettaNet Business Objects that follow RosettaNet message guidelines Catalogs; Orders; Partner Agreements; Coll
31、aborative Forecasts; etc. Fully Documented!Project PlanB: Delta SAP 3A4/3A7 Pre-Configured Business ObjectsInternal Workflow (WPI) within 3A4 :1.Check Data Structure2.PM Approve 3.Send P/O request - vendor4.Auto email notice userWPI: Private Process (within 3A4): Process Improvementby Enabling Senio
32、r Management and Clerk InvolementImproving Partner Relationship: Intel now allows WPI to Change & Cancel PO Logic IDM品佳奇普仕Manufacturing PartnerTestPackFabFoundry東芝、富士通凌陽等華東華新日月光、京元台積電DesignSellOEMs:康柏、 瀚宇彩晶 設備廠生產物料MROERPPDMMESWIP,EDA,ePOWIP,EDA,ePOEquip, SparesAsset LCMDirect MaterialProcurementIndi
33、rect MaterialProcurement ePO,VMI,dsgn-inForecastLock-inRelationshipWIP,EDA,ePOATP,Forecast ePO,Catalog,ATPForecast,ServiceCRMCustom DesignBizCommunity IntgrtnExtricity B2B Multi-nodal Process BackboneSCPA Simplifying Blueprint for Winbond切合華邦低價多角經營策略的駕簡馭繁B2B統一架構Logic IDMManufacturing PartnerTestPack
34、FabFoundry華東華新日月光、京元DesignSellERPMESExtricity B2B Multi-nodal Process BackboneSCPFootprint 1: 3D8,9 to 全套後段整合全套後段整合日月光後段資料經驗豐富，華邦以 Extricity 搭配推進容易，見效快速。- 3D8, 3D9, custom WIP- Purchase Order- Order Confirm - FG Bank- Ship Out - Lot Event- Assembly Engineer Spec- Testing Engineer Spec- Bonding Diagram- Yield Data Transfer
