k.s. pua jan , 2014

K.S. PuaJan, 2014

Driven to SuccessDriven to Success- The road to build a $1B - The road to build a $1B

company -company -

CONFIDENTIACONFIDENTIALL

潘健成 (K.S. Pua)

Nationality: Malaysia (Sekinchan) 育群小學 (1981 ~ 1986) Pin Hwa High School ( 巴生濱華中學 ) (1987 ~ 1992) Bachelor of NCTU( 交通大學 ), Taiwan (1993 ~ 1997) Master of Electrical & Control Engineering, NCTU, Taiwan (1997 ~ 1999)

Chairman & CEO / Phison Electronics Corp. ( 群聯電子 ) Director / The Schoolfellow Association of NCTU, Taiwan ( 交大校友會 ) Director / Pan Wen Yuan Foundation ( 潘文淵文教基金會 ) Director / Global Talentrepreneur Innovation & Collaboration Association ( 國際創新創業發展協會 )Awards received: “ Become a Fellow of Chinese Society for Management Of Technology in 2009 ( 第十屆中華民國科技管理學會院士（ Fellow ） ) “ERSO Award 2009” of Pan Wen Yuan Foundation “THE OUTSTANDING YOUNG MALAYSIAN AWARDS 2008 (TOYM Award 2008)” “Entrepreneur OF The Year 2008 Taiwan” from Ernst & Young Group (2008 安永年度創業家大獎 ) ”The President Award of National Management Excellence Award 2006” (2006 台灣國家十大傑出經理獎之總經理獎 ) “2006 Dr. Horiba Entrepreneur Award” from AABI (Asian Association of Business Incubation) “Outstanding Young Manager Award” of HsinChu, Taiwan, 2005 (2005 台灣新竹區傑出經理獎之傑出青年經理人獎 ) “Outstanding Young Entrepreneur Award” of TAIWAN BUSINESS AWARDS, 2005 (2005 臺灣企業獎之傑出青年企業家獎 )

我的成長故事The Life Stories

我的創業觀 & 經驗談My 2 Cents on

Entrepreneurship


My Life StoryMy Life Story

一個平凡的鄉下猴囝仔一個平凡的鄉下猴囝仔說一個平凡但有趣的故事說一個平凡但有趣的故事

A country boy is telling ordinary but interesting story


Personal Background Studied in Sekinchan of Selangor & enjoyed a wonderful childhood Graduated in Pin Hwa High School and decided to earn bachelor’s

degree in a foreign country Went to Taiwan when was 19 and entered National Jiao Tung

University luckily. Before sophomore years, just wanted to graduate and find a job back

in Malaysia. However, when entered the junior year, realize that earning a master’s

degree would be nice Started to participate in some technical project development Founded Phison Electronics at 26 with 4 partners

開始了許多煩惱的生活開始了許多煩惱的生活…… Here begins the life full of worries…….以及處理每天都有意料外的疑難雜症以及處理每天都有意料外的疑難雜症……

And deal with unexpected things every day……..


個性分析 (Personalities) 急躁 , 耐性差 (Irritable, impatient) 還有一些固執 (A little bit stubborn) 至少還算用功 (But at least hard working) 肯負責任 (Responsible)

不小心不小心 CPUCPU 超頻使用太久超頻使用太久…… .. 有時還會當機有時還會當機

The system may hang if CPU over clock over timeThe system may hang if CPU over clock over time

記憶體由記憶體由 FlashFlash 降成降成 DRAMDRAM…….. 容量又不足容量又不足……

Memory getting less & turn from Flash to DRAMMemory getting less & turn from Flash to DRAM

我的創業觀 & 經驗談My 2 Cents on

Entrepreneurship


Company IntroductionCompany Introduction

Phase I (2008)

Phase II (2012)

NAND Flash Application Solution Provider

Controller IC Design & System Integration

Established in Nov 2000

Based in Zhunan, Taiwan (15 min South of Hsinchu Science Park)

Phison = Founded by “5-Person”, more than 14 years of experience in NAND Flash Industry

725 Employees (424 R&D Engineers)


Global Support MapGlobal Support Map

N. America: USAS. America: Brazil

Europe: Italy, France, Germany, UK Asia: China, India, Japan, Korea,

Malaysia, Russia, TaiwanPenang, MalaysiaSan Jose, USA Shenzhen, China

Hsinchu, Taiwan (HQ)

Tokyo, JapanHQ / Direct Office

Tech Support

Sales Agent


History of Phison Electronics Corporation ””Phison” = Five PersonsPhison” = Five Persons

- 2 Malaysians + 1 Macau + 2 Taiwanese- 2 Malaysians + 1 Macau + 2 Taiwanese- A bunch of university graduates- A bunch of university graduates- All without financial support- All without financial support

The founders borrowed US$1m from The founders borrowed US$1m from relatives and friendsrelatives and friends

In Nov 2000, set up the office in a little In Nov 2000, set up the office in a little basement room at Industrial basement room at Industrial Technology Research Institute (ITRI)Technology Research Institute (ITRI)

Worked based on technical knowledge Worked based on technical knowledge obtained from schoolobtained from school

November 2002, won the Gold medal in November 2002, won the Gold medal in inaugural “National Innovation Award” inaugural “National Innovation Award” (by Ministry of Economic Affairs) out of (by Ministry of Economic Affairs) out of 200 Taiwanese start-ups200 Taiwanese start-ups


Time Achievement

05.2001

Announced the World's First Single-Chip USB Flash Drive Controller (PS1001) and Pen DriveTM

04.2002

Invested by Toshiba Corporation and M-Systems Ltd.

09.2004

Launched SD/MMC memory card controller

12.2004

Initial Public Offering (IPO) in Taiwan

05.2006

Founded and became Board of Director of Open NAND Flash Interface (ONFI) with Intel, Micron, Sony, Hynix and ST

06.2008

Invested by Kingston Technology and Hynix Semiconductor

01.2009

Elected Board of Director of SD Card Association (SDA) along with Nokia, Motorola, Canon, NEC, HP, Sharp and other companies

05.2009

eMMC controller adopted by NAND Flash manufacturers and designed into various tier-1 smart phones and automotive infotainment systems

05.2010

Ranked 65th in Bloomberg BusinessWeek “The Tech 100” – Annual list of World’s top technology companies

10.2011

PS3105 SATA controller design-win in World’s 1st Ultrabook

12.2011

NAND Flash controller IC shipped in 2011 – 556 Million Units

12.2012

NAND Flash controller IC shipped in 2012 – 679 Million Units

Company MilestoneCompany Milestone


2.515.62

15.36

21.50

30.45

34.36

39.62

45.84

11.50

0.90

0

5

10

15

20

25

30

35

40

45

50

'01 '02 '03 '04 '05 '06 '07 '08 '09 '10

Unit: US$m

Capital


Sales RevenueSales Revenue

US$m


Team WorkTeam Work Core ValueCore Value Innovation & Executive PowerInnovation & Executive Power New Business ModelNew Business Model Concentrate & Master the Concentrate & Master the

businessbusiness Key RelationshipsKey Relationships Financial PlanFinancial Plan Organization ManagementOrganization Management

8 Rules for Successful Startup in High-tech


The core of starting a successful

business- Team Work

創業伙伴理念一致，有堅持恆心 (The core of starting a successful business!) 創業伙伴的信任與團結 (trust and bond among business partners) 經營階層有仲裁機制，避免多頭馬車 (having a arbitration system to avoid confusion among

the adminisphere) 領導人物的心態 (the attitude of the leaders) 團隊成員之組成 (the compose of the team members)



business-Core Values

團隊能否建立核心價值 (the possibility of creating a consensus and core values) (special techniques or marketing experience..etc) 最忌諱人云亦云，隨波逐流 (Only dead fish swim with the stream) 核心價值的可延伸性 (the extentable of the core values)



business– 創新與執行力 (creativity

and execution) 有好點子卻無法快速執行，只是空談作夢 ! (Creativity is useless without timely execution) 人類抄襲的能力很強 ! (Human are born to copy one another) 要有強的執行力，須有強的經營團隊 (Strong team work leads to strong execution) 唯有強而快速的執行力，才能與對手拉開距離 (Only strong and timely execution can distinguish

you from your opponents)



business–Business Model

有好的技術，不表示創業一定成功 ! (Holding good techniques doesn’t necessarily

lead you to success) Business Model要量身訂做 ! (Business model has to be customized) 多聽、多看、多想、多討論 (always keep your eyes, ears and mind open) Business Model應可及時調整 (Business model should be flexible)



business–專心、專精 (concentration and

dedication) 創業需要花上 200%的精神 (you have to be more than fully concentrated when

starting a business) 對技術、產品、市場要專心 (concentrating on the techniques, products and the market) 市場與產品有高低潮，如何判斷 ? (How to determine the good days and hay days of the

market and products) 隨風起舞是很危險的 (It’s dangerous to flow with the stream)



business–重要關係的建立 (establishment of

relationships) 出外靠朋友 ! (Friends are what you can rely on) 自立自強，人助自助 ! (God helps those who help themselves) 要贏得他人對公司的信任與尊重 (earn other’s trust and respect toward the company) 處處將心比心 (be compassionate) 市場策略聯盟的善加利用 (the utilization of marking strategies)



business– 財務規劃 (financial

management) 優秀的、可信任的財務人員是必要的 (It’s necessary to have trustworthy people manage

business finance) 未雨綢繆 (always be prepared for the rainy days) 善加利用初創事業的資金 (use the initial fund wisely) 開源節流 (Tap new resources and reduce expenses)



business– 組織管理 (organizing

management) 創業不易，守成更難 ! (It’s hard to start a business but it’s even harder to

manage it) 系統化的組織管理 (a systematic management) 公司永續經營的決心 ! (A determination on running a sustainable business) 儲備幹部之培訓 (the cultivation of management trainees) 團隊文化的建立 (the establishment of team culture)


當人生遇到挫折時 ...Whenever you feel frustrated, you should...

有權力去流淚 , 氣憤 , 消沈 .... Cry and let off as hard as you can…. 但痛苦是一天的事情 ! 還是要回來面對 ! But always remember that all those sorrows

would pass and eventually, you must face it


當人生遇到挫折時 ...Whenever you feel frustrated, you should...

挫折有什麼了不起 ? Understand that here’s no big deal about

frustration. 問自己要的是什麼 , 以後想過怎麼樣的生活 Know what you want and what kind of life you

want to live. 生命誠可貴 .. 留得青山在 Remember that there’s nothing else more

important that your own life.


算命的結果 ( 心態的問題 )The result of a fortunetelling

如果說你會很成功一種人會開始等成功從天上掉下來另一種人開始拼命工作 , 因為他知道他會成功 If a person were told that he’d be successful:

There’s a kind of person who waits the success to come

to him.

And there’s another kind of person who would work

even harder because he knows he would eventually

succeed.


如果說你會很失敗一種人會馬上放棄 , 因為已算出他會失敗另一種人還是拼命的找方法做事 , 因為他不想失敗 If a person were told that he’s doomed fail:

There’s a kind of person who gives up right away

because he knows he’s going to fail.

But there’s another of person who thus tries even harder

because he doesn’t want to fail.

人會恐懼是因為對未來的不確定性人會恐懼是因為對未來的不確定性

((Our future is full of uncertainty that is why people fear it))

算命的結果 ( 心態的問題 )The result of a fortunetelling


怎麼渡過挫折 ...(How do we turn the corner?)

算了 ..(Never mind…..) 會過去的 ..(Sorrow will go away) 不要緊 ..(Will be alright…..) 再壞就這樣子了 ..(Can’t get even worse) 學會忘記 ..(Learn to forget….. )

睡醒了還是一條活龍睡醒了還是一條活龍

((But the show must go on))


面對重大轉折 , 勇氣從何來 ?Where the brave comes from when we face the big transition?

當然是來自腎上腺素囉 !!(Of course, comes from adrenalin!) 去想一想放棄後的結局(To think about an outcome if you give up) 再想一想改變後的成果(And then think about the result after changing)

如果你想要把事情做好如果你想要把事情做好 , , 你就可以把事情做好你就可以把事情做好

((You can do anything you set your mind to))


成長是什麼 (What is Growth)?

愛情 (Love) : No Pain No Love 創業 (Start Up) : No Pain No Gain 成長 (Growth) : No Pain No Grow


人生充滿高度不確定性 (life is full of uncertainty) 太多的計劃反而不知怎麼開始 (too many planes sometimes would impede one’s execution) 找對方向 (find the right direction) 做好今天應該做好的事 (do what you can do in a day) 爬山 : 一天一小步遲早會到的 (work steadily and make solid progress)


共挑肩擔闖異鄉迷霧頓起困郊荒左彎右轉路已盡翻山越嶺見風光

The Poem I Wrote….

Shoulder burden together as we venture in foreign land

A sudden fog leaves us lost in the wilderness

Turning left and right only leads us to the ends of trail

Scaling the heights only we will behold wondrous scenery


One may toss sticks and seek oracle to foretell the future

But it isn’t as good as to thoughtfully ascertain the present

Though the path is staked with impeding peaks

We will advance with determination and perseverance every

step of the way


拈籤卜卦問將來不如用心度今載縱有群峯層層疊堅韌毅勇步步闖

Startup is never easy, it takes hard work, a great team, the right timing and a little luck to success.

I hope my humble opinions can do little contribution to you.

D-U-N-S : 65-802-3291

Thank You!Thank You!

k.s. pua jan , 2014

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