Company Profile

Introduction | Organization Background | Need for the Company's Products |
WWK Products | Future Product Development | Sales and Marketing | The Market

"TI has developed a management system we call the 'virtual fab.' It links our worldwide manufacturing sites into a close-knit network. Rather than operating as autonomous units, all the fabs now work together to produce the maximum output for our customers. Through common equipment and processes, cycle-time reduction, and other improvements [these applications define operational modeling], we have gained the equivalent output of two additional wafer-fab facilities over the last two years--without spending a billion dollars in new brick and mortar."

Texas Instruments Incorporated
1995 Annual Report Page 15

Wright Williams & Kelly, Inc. (WWK) has three interlinked business units;
software products, training programs in support of software products, and professional consulting services.

WWK's software business unit develops and markets software products and services that measure and enhance productivity in manufacturing and assembly processes and in the employment of capital resources. WWK modeling and simulation software programs are scaled for either a dedicated process station, a multiple-step process line, or full factory-level capacity. Uncertainty associated with escalating capital costs and rapid changes in product technology has created strong demand for the predictive value of WWK's products and services in capital-intensive high technology industries. WWK products are used by semiconductor device manufacturers; manufacturers of semiconductor process, test, sort, assembly and packaging equipment; suppliers of process materials; and manufacturers of printed circuit boards, flat panel displays, solar panels, MEMS, nano-devices, magnetic discs and other data storage products. The Company's software is also licensed and used by universities, national scientific research centers and private laboratories.

WWK provides training programs in support of its software products and for the promotion of their application. These programs are often staged in conjunction with worldwide industry trade shows and technical conferences or as on-site presentations for client companies. WWK training programs are usually offered in a seminar/workshop format. The Company also offers continuing operational and applications services among licensees of its software on an individual user level.

The Company serves technology companies at both functional and general management levels by providing professional consulting services which capitalize on the experience of its principals and the global application of its software. Industry and market trend analysis consulting is supported by the predictive application of WWK software products. A core-consulting program for WWK is its global two-day seminar on the successful management of new product introductions. Further, WWK consults with individual clients in formulating and executing business strategies to deal with global strategic issues and ever-growing market competition. The Company facilitates strategic and market planning. It also provides research, assessment and implementation services for new products and new business development.

Additionally, Wright Williams & Kelly, Inc. offers a complete suite of custom software consulting services. WWK's Software Engineering group provides complete custom solutions through their experienced Project Managers and Software Engineers. These solutions cover the entire development cycle including requirements gathering, specification development, software development, testing, installation, training/documentation, and ongoing support. Custom solutions include but are not limited to accounting, financial, reporting, inventory, time records management, process automation, integration between systems, and commercial product development.

WWK began in Sacramento, California in 1991 as a consulting services company. In January 1995, IDC Systems, Inc., a wholly owned subsidiary of Industrial Design & Construction, Portland, Oregon, acquired the assets of WWK. In August 2003, Wright Williams & Kelly, Inc. reacquired the assets of WWK.

WWK is headquartered in Pleasanton, California with satellite offices in Austin and Dallas, Texas, Brigham City, Utah, and Albuquerque, New Mexico. The Company utilizes employees comprising technical backgrounds in software engineering, applications engineering, economic modeling and business development. In addition, the Company uses technical support personnel as software engineers and technical documentation specialists on a quasi-permanent basis. Further, the Company employs, under long term contracts, doctoral scientists in operations modeling and research for software development in full-factory cost modeling and capacity analysis and senior consultants in the areas of business development and market research. The Company also has consultants in its "Affiliates" program who are regionally located in the U.S. to provide software support services for customers having bought WWK software products.

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WWK is indisputably the leading software developer for Cost of Ownership (COO or TCO) modeling programs in capital intensive industries. Cost of Ownership is a key metric in the semiconductor industry because it provides a means to model future semiconductor manufacturing processes before companies invest in new fabs, fab refurbishment, or technology migration. Cost of Ownership modeling provides detailed and objective analysis for decision making regarding equipment selection, materials use, and process sequence design. The Company has also introduced factory software models which, in addition to modeling Cost of Ownership, provide a comprehensive array of capacity and profitability analyses on full factory operations and layout. The sophisticated scope of these programs embraces multiple product output and multiple process lines. Simulations are precision tuned by probability and distribution curve analyses.

The need for the Company's products is fostered by significant economic, technical, and opportunity factors present in high technology industries.

Risk Management: New semiconductor fabs now cost over $2 billion with next-product generation fabs projected to cost $3 billion. Eighty percent of the investment cost is related to the manufacturing process and production equipment. There are over 900 fabs in operation worldwide with a projected 100 new $2 billion-plus fabs to be built by 2010. Semiconductor manufacturers have turned to equity partnerships with competitors, suppliers, and governments to raise the required capital and manage the enormous investment risk. They can optimize their investment potential and manage operational risk by adopting advanced capabilities in manufacturing design. Among these advanced capabilities are predictive software products that simulate and model risk, productivity and profit factors. WWK is squarely at the forefront of this trend.

Industry Growth: Semiconductor industry sales have grown at a double-digit CAGR worldwide since 1980. Most developing countries have identified electronics as a "pillar" industry worthy of aggressive government support. Global semiconductor manufacturing leadership is viewed by U.S. officials as vital to America's economic base and defense strategy. Continuous growth and technical advancement drive the construction of new fabs featuring expanded capacity with more sophisticated, costly processes. Older technology in the existing installed fab base eventually becomes a commodity often before the fab investment has been recouped. In either event, WWK's productivity measurement and enhancement software helps management decide which technology, at what capacity, and at what return.

Technical Change: In the semiconductor industry, a new generation of devices is produced approximately every two to three years. Each generation has four times the number of transistors as its predecessor. This increased density enhances the product's computational speed, memory capacity, or logic functions exponentially. Intel's 286 microprocessor for personal computers, for example, had its debut in l982. The next generation 386 was introduced in 1985. Similarly, the 486 was introduced in 1988, the Pentium in 1992, and the Pentium Pro in 1994. Each generational advance in product technology requires semiconductor manufacturers to spend 50% more in R&D than was spent on its predecessor. Product technology also drives investment costs upward as increasingly more sophisticated manufacturing capabilities are needed which renders new equipment technically obsolete in three years or with each new generation of product. International technology roadmaps project this sequence to extend well into the next decade. The pressure of relentless technical change and investment escalation has given high visibility to risk and productivity issues. WWK's predictive software products are invaluable decision-enhancing tools for management in this complex and dynamic environment.

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The COOL® Series: The COOL® Series of software modeling programs provides Cost of Ownership (COO/TCO) and overall Equipment Efficiency (OEE) analysis for homogeneous processing equipment. Cost of Ownership (COO/TCO) is defined as total lifetime cost associated with the acquisition, installation and operation of a piece of fabrication equipment. The COOL® Series is the only software to comply with SEMI (an industry trade association called Semiconductor Equipment and Materials International) Standard E35. This standard is the semiconductor industry guideline on the construction and use of Cost of Ownership modeling software. The first program in the COOL® Series was developed by WWK in 1992. Later enhancements were made available under a contract with SEMATECH, the industry/government consortium in Austin, Texas which conducts research in advanced semiconductor manufacturing technology. COOL® is an acronym for Cost of Ownership Luminator.

Through the COOL® Series, WWK offers one, integrated, standard-setting software modeling program with 5 industry specific templates and a user-defined template for new or additional applications. TWO COOL® is designed for all equipment in "front end" processing in wafer fabrication. Another template in TWO COOL® is specifically programmed for equipment in assembly and packaging operations while a third variation is for equipment in mask and reticle manufacturing. The newest templates are designed for printed circuit board manufacturing, solar and flat panel displays, and a user defined mode.

Since September 1996, the Company has offered process sequence software, trade-named PRO COOL®, which allows users to link together the data files that TWO COOL® compiles for individual process stations into a process line. PRO COOL® provides manufacturers with capacity and cost data for single product production in a contiguous process sequence. The last program in the series, PRO COOL® for Wafer Sort & Final Test, is software created and specifically designed for equipment performing wafer sort and final test operations.

WWK commercialized a new cross-industry software program in 1993 arising from a custom development contract based on the company's reputation and capability in cost modeling. This program, trade-named COOLSoft™, establishes the cost and time in the development of new software programs. Though not an operational modeling software program like the company's other COOL® products, it is an important product line extension for engineering and marketing organizations to use when coping with software development issues.

2001 marked the introduction of COOL FUSION™, an integrated sales tool platform employing TWO COOL® cost of ownership (COO/TCO) software and proprietary client side sales information. COOL FUSION™ allows organizations to empower their field sales force with cost of ownership, throughput calculations, customer requirements, and product configuration while maintaining complete control of critical factors such as pricing.

The Factory Series: The Company released a new series of comprehensive software programs for full factory capacity and cost modeling in September 1995. While PRO COOL® models the cost of a single product in a linear and contiguous process flow, the Factory Series programs model capacity, cost, and profitability for full factory operations of multiple products and multiple processes. Factory Explorer® predicts system capacity and bottleneck resources and estimates dynamic measures such as cycle time, work-in-process and material dwell time. It provides analytical precision by incorporating probability and distribution curve analyses. Profit predictability is another key feature of Factory Explorer® as forecasted revenues are related to factory and product costs within capacity parameters.

A product allied to Factory Explorer® trade-named Factory Commander® was concurrently introduced as a comprehensive cost and resource evaluation model. It performs high-level analysis of factory capacity, individualized product flows, overall factory costs and is able to handle complex manufacturing strategies such as multiple subassembly mergers and full rework loops. While both Factory Explorer® and Factory Commander® are full factory models for capacity, cost and profitability, they differ by degree in their mission. Factory Explorer® offers advanced precision in capacity simulation while Factory Commander® features a more extensive array of cost discernment fields.

The architectural structure of WWK software is modular, making modification easy and provides for speedy introduction of new releases. New releases (upgrades) are frequent but usually evolutionary. Program and code quality of all WWK software is underscored by very favorable market experience. No user has ever returned WWK software for quality reasons. This high level of quality earned WWK the Texas Instruments Supplier Excellence Award in 1997.

In 1992, with the rapid growth of interest in Cost of Ownership in the semiconductor industry, WWK developed the course "Understanding and Using Cost of Ownership." This one-day course in seminar-workshop format provides a solid framework on COO/TCO from concepts through applications. Hands-on exercises are conducted using the latest generation of TWO COOL® software. "Understanding and Using Cost of Ownership" is the exclusive COO training program for Texas Instruments, STMicroelectronics, Philips Semiconductors, and SEMI® as well as numerous other industry leaders. By mid-2003, over 4000 industry technicians and managers had been trained in COO/TCO through this course.

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Upgrades of existing software products are projected for future release at a rate of one in per twelve-month period for each major product. New releases are almost always the result of customer requests for specific applications features. Requests for expanded sensitivity analysis, greater capability for cluster tool calculations, or specific integrating features between software programs are representative requests the Company receives and to which it responds. These are selective opportunities usually involving evolutionary adaptations which the Company markets at no additional cost.

The Company sees another major market opportunity in connecting its predictive-value software programs with Manufacturing Execution Systems (MES) and Enterprise Resource Planning (ERP) systems. MES consists of shop floor monitors and controllers connected to computers in a system that schedules and monitors materials flow. The opportunity is to wed real time data from MES with predictive data and model optimization from WWK programs. Schedules and dispatching rules can be set from model predictions. The schedule can then be monitored through real time data feedback to establish change and accuracy of prediction.

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The Company's current generation products versions have been in the market on average for less than one year. Nevertheless, there are over 2900 users of COOL® Series products and over 400 for its Factory Series. In addition, WWK has numerous clients in consulting and training relationships and certain clients are involved with more than one project with the Company.

WWK's installed base of product users entails 51% in North America and 49% in Europe and Asia. Foreign sales have been consummated through direct company contact and indirect representation in Japan and Europe. Foreign business relationships are made through training classes, trade association references, media advertising, and product reputation.

The company successfully positioned itself through 1995 as "the cost modeling company" while, in fact, becoming an industry Cost of Ownership standard. As new and distinct products were developed which offer capability beyond cost modeling, the Company began a campaign to expand its market perception to a "decision-making-tools" company. Print medium ads since 1996 have carried the tag line "Real Tools for Real People Making Real Decisions" and "Decision Tools for Productivity and Cost Management". The Company is sustaining its positioning strategy with full-page trade press advertising, contributing articles in trade publications, new product releases, press releases of significant sales contracts or co-development projects, and by maintaining its excellent reference based on product reputation. These actions are further supported by a state-of-the-art web presence (

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In the semiconductor and related high technology industries it is estimated that less than half of the manufacturers own any kind of predictive or productivity enhancing simulation software. It is further estimated that among those with some kind of simulation software program, less than a third are actively and effectively used. And, of those programs being used, the majority are nonstandard customized template programs of individual company design.

This is a picture of an emerging market whose existence has been fostered by individual user initiatives and whose saturation level is indefinable in size or functionality. The application of available commercial product offerings is constrained by a lack of human resources with specialized skills for understanding and using the programs at hand. Standardized approaches are just beginning. User benefits in productivity and risk management clearly add value over the program cost. The service provider is given wide pricing latitude in exchange for applications and operational competence and the ability to transfer it to the customer. These descriptions are not unlike the personal computer market in its early stages of growth. It is noteworthy that Cost of Ownership's impact on operational intelligence has come to pervade the thinking in the personal computer industry and has extended beyond the sophisticated process equipment of its origin.

"Computers are still difficult to use and their Cost of Ownership is still too high."

Bill Gates
International Data Corporation Forum,

"The breakneck speed with which online technology is developing and the vast efforts being focused on developing applications for the Internet means that the Cost of Ownership required for proprietary services to compete is prohibitive."

Alan Lawson

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6200 Stoneridge Mall Road • 3rd Floor • Pleasanton, CA 94588 • Tel 925-399-6246 • Fax 925-396-6174
1995-2015 Wright Williams & Kelly, Inc. • All Rights Reserved • Email: [email protected]