Published on March 4, 2014
Lieven Vermaele, CEO and Co-‐Founder SDNsquare SDNSQUARE GUARANTEED PERFORMANCE NETWORKS EUROPEAN ENTREPRENEURSHIP & INNOVATION STANFORD ENGINEERING MONDAY 3RD MARCH 2014
European communities from a Twitter perspective
Lieven Vermaele, CEO and Co-‐Founder SDNsquare SDNSQUARE GUARANTEED PERFORMANCE. PREDICTABLE
Two developed products based on the same core technology and standard hardware WARP GRID Software deﬁned storage/ datacenter with guaranteed performance -‐ On demand storage bandwidth -‐ Software deﬁned networking with guaranteed performance -‐ On demand networking bandwidth -‐ App node SDN² network Storage node Loc al SA N Disk stora ge Loc al SA N Loc al SA N Loc al SA N Loc al SA N Loc al SA N Loc al SA N Loc al SA N Loc al SA N Loc al SA N Loc al SA N Loc al SA N Loc al SA N Loc al SA N Loc al SA N Loc al SA N
Mission critical industries want to go fully IP/Ethernet based Mission critical industries: • Media – our focus & background • Medical • Military • … Requirement: • GUARANTEED PERFORMANCE • PREDICTABILITY And (because of data growth) • SCALABILITY • (cost) EFFICIENCY
IP Performance & Reliability Time-‐sensitive Critical CRITICAL ZONE ? ? ? Big (small) data Light bursty Time-‐unsensitive Uncritical Bulk (large) data Heavy Bursty
Overprovisioning as solution is not eﬃcient and eﬀective Time-‐sensitive Critical IP by OVERPROVISIONING in BANDWIDTH BUFFERING Big (small) data Light bursty Time-‐unsensitive Uncritical OVERPROVISION OVERPROVISION Bulk (large) data Heavy Bursty
Proprietary solutions & infrastructure stay in place and develop further Time-‐sensitive Critical PROPRIETARY SOLUTIONS & INFRASTRUCTURE • • • • • • Big (small) data Light bursty Time-‐unsensitive Uncritical SDI Inﬁniband Fibrechannel Dark ﬁbre – prop. sol. AVB ... Bulk (large) data Heavy Bursty
SDNsquare GRID Mission critical SDN IP zone Time-‐sensitive Critical Standard IP Networking Hardware combined with smart mgt softw SMART SOFTWARE DEFINED IP NETWORKS Big (small) data Light bursty Time-‐unsensitive Uncritical Bulk (large) data Heavy Bursty
SDN – software deﬁned networking ? External SDN! Application! ‘Control’ System! IP Switch IP Switch IP Switch IP Switch
SDNsquare technology goes beyond the traditional SDN principle From SDN Intelligent path selection • Network path and connectivity are controlled externally via software. To SDNsquare End-‐to-‐end guaranteed QoS • • Monitor and inﬂuence the traﬃc ﬂows to eliminate buﬀer overﬂows and congestion/interference to provide guaranteed bandwidth Deﬁne ﬂows with certain delivery, steady performance, and 100% eﬃciency. Without SDN²: Congestion and disruption With SDN²: 100% utilization SDNsquare combines intelligent path selection and end-‐to-‐end guaranteed QoS.
SDNsquare GRID • Network ﬂow within LAN – Intelligent path selection – End to end guaranteed QoS • Expert system – Simple user interface – Flexible output – Performance management Simple: Design, build, deploy in 30 seconds Guaranteed networking, on demand bandwidth ﬂows Direct cost your network usage/users High performance, mission critical zone No need to overprovision: 100% bit eﬃcient
On demand networking End user ‘ﬂow’ request
SDNsquare WARP Throughput App node WARP SDN² network Storage node Loc al SA N Loc al SA N Loc al SA N Loc al SA N Loc al SA N Loc al SA N Loc al SA N Loc al SA N Loc al SA N Loc al SA N Loc al SA N Loc al SA N Loc al SA N Loc al SA N Loc al SA N Loc al SA N Disk stora ge # nodes Linear scalable On demand storage bandwidth per node Guaranteed performance Increased internal bandwidth (x5) Hardware reduction up to factor 4 Traditional Storage Network
Revenue model – license focused, as a service REVENUE MODEL • WARP – – – – – Base license BW package (throughput) Node package (performance) Monitoring license Hardware: minimal, 3rd party • GRID – – – – Base license Grid ﬂow package (more ﬂows) Client license (more clients) Hardware: minimal, 3rd party GROWTH MODEL • Product sales: – Direct sales – Indirect: Resellers/Integrators • Technology license • OEM product license
Lieven Vermaele, CEO and Co-‐Founder SDNsquare SDNSQUARE OUR APPROACH AND LESSONS LEARNED
Experienced leadership team Lieven Vermaele CEO and co-‐founder Former Director Technology & Innovation at Eurovision – EBU (European Broadcasting Union), former program manager strategy at VRT and marketing manager at Alcatel-‐Lucent. Lieven has a Master of Science in Engineering (MSE) degree (cum Laude) from the University of Gent. Luc Andries CTO and co-‐founder Nearly 30 years of R&D experience, former infrastructure architect and top expert media infrastructure, VRT & VRT Medialab. Luc has a masters degree in experimental laser physics from the University of Antwerp. Herman Caeyers President and co-‐founder Founder and ex CEO at Lant and Xplanation (language processing solutions, 80 employees WW), former R&D manager Siemens Artiﬁcial Intelligence Lab, director at IMEC and VRT Medialab. Herman has a Doctorate in theoretical physics. SDNSquare’s three co-‐founders together have many years of international experience in IP, media research and the industry.
SDNsquare: incubation period VRT-‐medialab was the technological research department of the public service broadcaster of Flanders, Belgium. It was founded in 2005 to carry out technological research into the creation, management and distribution of media content. iMinds is a Flemish non-‐proﬁt research institute aimed at ICT innovation, and applications of broadband technology in particular. It was founded in 2004 by the Flemish Government as IBBT, the Interdisciplinary Institute for Broadband Technology. Ghent University, abbreviated to UGent, is one of the major universities in the Dutch-‐speaking region of Europe. UGent is a strong promoter of entrepreneurship amongst its researchers and master students and encourages them to create new ventures.
SDNsquare timeline VRT-‐medialab begins research into ﬁle-‐based media storage and networking that will form the foundation of SDNsquare’s patented technology. 2009 Development of WARP product. Industry collaboration in project & partnerships SERIE A FOUNDATION 2004 Patents submitted 2009. R&D collaboration with Cisco, IBM, ALU 2007/2008/2009/2010. 2011 Recognized by IT Pulse for SDN orchestration software 2013 Founded as CandIT-‐Media. WARP product launched in UK to strong reception. Development of GRID product. UK Sales 20+references 2013 2014 Winner of 2014 Professional Media and Entertainment Class Storage Award for WARP at the Storage Vision Conference in Las Vegas. €1.5 mio. Investment round led by Merapar Q4 2013
SDNsquare Conservative European Startup approach ? Build up the best foundation before starting the company Projects, Patents, Product & Partners • Get the most out of your research and company time to learn and explore. Eventually to patent • Launch the company when the ﬁrst product is ready (if possible) • Use the opportunities of INTERNATIONAL industrial collaboration to ﬁnd and build up a partner network, to demonstrate your capabilities and build credibility • Use INTERNATIONAL projects to get experiences and ﬁrst references
Expanding the team – 9 full time + 3 consultancy contracts + PRIORITY ON SALES + ATTRACT INTERNATIONAL PEOPLE (UK, GE, NL) + NO SELECTION PROCEDURES ETC , USE YOUR NETWORK TO FIND THE BEST ONES AND CALL THEM
Scale up sales (in Europe) + REFERENCES FIRST: START IN THE MOST DYNAMIC MARKET + BUILD OUT ASAP LOCAL RESELLER NETWORK + USE THE SALES/PRE SALES CHANNELS OF TECHNOLOGY PARTNERS + VISIT YOUR POTENTIAL CLIENTS BUT ALSO THEIR POTENTIAL RESELLERS OR INTEGRATORS
SDNsquare -‐ Merapar (NL) a co-‐operative VC • The VC can bring much more than ﬁnancial resources • Search for a VC with – – – – a wide focus (geographically) experience in a few industries a network in your industry the time to support the company • Your VC is your partner. Use them. Go for the win/win • About Merapar: Merapar is a change-‐oriented European investment and advisory ﬁrm helping innovative technology, media, and telecoms companies develop disruptive technologies and business models. Founded in 2013, the company is headquartered in Berlin and Eindhoven and is also present in Brussels, London, and Silicon Valley.
Lieven Vermaele, CEO and Co-‐Founder SDNsquare SDNSQUARE THE PERSONAL ELEMENT IS THIS THE RIGHT THING TO DO? IS THIS THE RIGHT TIME TO DO ?
Europe: diploma = proof of success, go for a safe job and join career ladder
For the conservative ones, you can do the maths … THE OPPORTUNITY COST STAYING IN THE JOB VS (AD)VENTURE … AND WHAT IF I FAIL?
Leverage on your career BUILD OUT A PROFESSIONAL NETWORK BUILD YOUR BRAND & CREDIBILITY PROSPECT FUTURE PARTNERS … AND IF YOU FAIL, YOU CAN ALWAYS GO BACK
European communities from a Twitter perspective
Diversity of Europe > Biggest challenges for Europe + high creativity / number of ideas -‐ high overlap and similar clusters between Countries +/-‐ regional/national competition -‐ size of markets: small – no scale -‐ very local market sale approach -‐ Language and cultural barriers -‐ small funds, typically per country + easy access to ‘R&D’ funding +/-‐ European wide VC exists , but more are needed + good education, well trained -‐ Risk averse – failure not allowed -‐ Low movement/migration and intercultural understanding
The end game for Europe? Reﬂection WILL EUROPE BECOME A LOW PRICE SME OR R&D ‘SHOP’ FOR THE REST OF THE WORLD?
SDNsquare in a snapshot view • References: 20+ " • 20+ installation in Media broadcasting houses, post production, training etc (UK, BE, GE) and several POC Products: fully developed, tested and installed " WARP: software deﬁned storage/datacenter with guaranteed performance " " GRID: software deﬁned networking with guaranteed performance " • • On demand storage bandwidth On demand networking bandwidth License based revenue model (not hardware oriented) Markets: mission critical organizations that need guaranteed performance in IP " " Media, Medical, Military, … Market size: variable in deﬁnition but > 2B USD • Nbr of employees: 9 full time + 3 • Funding: 1.5M EUR investment by VC Merapar NL in Q4/2013
Thank you! SDNsquare NV Gaston Crommenlaan 10, bus 101 9050 Ghent, Belgium + 32 9 331 48 06 Lieven Vermaele Cofounder and CEO Lieven.Vermaele@sdnsquare.com Visit us at www.sdnsquare.com
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