Microwave Tube Sales - Chabot College

heartlustElectronics - Devices

Nov 2, 2013 (3 years and 9 months ago)

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1

My

First

Watkins
-
Johnson
Project

2

Introduction


My First Two Months at W
-
J


Microwave Tubes were 150% of
company profit


Founders wanted to invest in solid
state products


Employees did not all buy into that
strategy

3

Microwave Tube Sales


95% of Company Revenue


Microwave Amplifiers (TWTs for
receivers)


Microwave Oscillators (BWOs for
oscillators, spectrum analyzers)


Bands


1


2 GHz


2


4 GHz


4


8 GHz


8


12.4 GHz


12.4


18GHz

4

Solid State Division


YIG Filters were 70% of Sales



1
-

2 GHz



2
-

4 GHz



4


8 GHz



8


12.4 GHz



12.4


18 GHz


1
-
2 GHz Amplifiers were 20% of Sales


1
-
2 GHz Oscillators were 10% of Sales

Silicon Transistors did not go above 2 GHz

5

Solid State Competitor


Avantek


Made their own transistors


Claimed that they were about to
introduce transistors above 2 GHz


Would not sell to W
-
J

6

Solid State Management
Pitch to Founders


Upgrade small R&D facility


Capital Equipment


R & D funds


Goal was to manufacture our own
Silicon transistors

7

Founder’s Response


Let me think about it


Meet at 9 am the following day

8

Founder’s Answer


Don’t want to invest in a “me too”
operation


T.I. And NEC were already making
Silicon Transistors for above 2
GHz


Consider proposing something that
would provide an unique product

9

Employee Response


Three Engineers leave


Manager of R & D leaves


Manager of Solid State Amplifiers
leaves


Division Manager Resigns

10

Keith Kennedy’s
Response


Propose GaAs oscillators to
replace BWOs


Claim that can produce units to
cover


4


8 GHz


8


12.4 GHz


12.4


18 GHz

11

Results


In 6 months supplied sample
oscillators to:


H
-
P


Wiltron


Narda


Kruse


Production orders in 12 months


Product removed from Keith
Kennedy’s control

12

Keith’s Directions


“Go invent another product”


“We have people who can
productize and produce it”


I was very upset for about 2
months


I then headed another product
development and this time spun it
off before management decided to
take it away

13

Results


In 18 months supplied 60% of oscillators
for:


H
-
P


Wiltron


Narda


Kruse


10 years later developed GaAs Field
Effect Transistors (FET)


Spun off Company’s revenue in 2002
was 75% due to sales of FETs

14

Suggestions


Learn to listen to No


How a manager says no is
important


Bay Area culture permits failure