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  • Author Author: gervasi
  • Date Created: 11 Aug 2012 6:35 PM Date Created
  • Views 777 views
  • Likes 1 like
  • Comments 1 comment
  • intellectual_property
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Value is in the Software, not in the Concept or Hardware

gervasi
gervasi
11 Aug 2012

My first job in the late 90s involved an entirely analog power supply.  They sensibly didn’t even share the full schematics with users.  We spent a lot of time tweaking the analog PID loop so that it could respond to sudden changes in set point or load without too much overshoot, too slow of a response, or too long of settling time.

 

A product with specialized hardware is rarer today.  That same PID loop is done in software today.  So you need to guard the software, not the hardware.

 

For the past few years I have worked with an excellent manufacturer of embedded processor boards who is very reluctant to provide hardware documentation.  They are great to work with because any problem you have with their product they jump on and give personal attention from the people who designed the board.  They’ll give you PDFs of small portions of the schematic or small parts of a few layers of artwork.  They cannot provide an entire layer of artwork.  This is confusing because I cannot imagine there is someone out there who would sell a similar processor board if only they could steal the artwork, perhaps use it to create a CAD database, and work out a bill of materials.  I’m guessing people willing to go to that much trouble, even if they're located in the country that is the favorite whipping boy associated with IP theft, would just lay out their own board.

 

imageThis type of secrecy becomes absurd when someone cannot even share the idea behind their product.  This happens typically at startup events where companies that sound as ridiculous as “Twitter” or “Google” give their pitches.  During the networking portion, you’ll meet someone working on a new app for tablet computers.  What does it do?  They don’t want to say.  Even saying aloud what it does, they think, could cause people to steal their idea.  This is absurd.  Most the value is in the algorithms and the software realization of them.  The rest is in having a motivated team to support it. 

 

Am I understating the value of hardware simply because it’s something I know well?  Can anyone think of any ideas from recent history that are so great, like the creature’s realization in 2001: A Space Odyssey that swinging a bone delivers more momentum and speed than a hand, that simply saying them aloud in a group of entrepreneurs would cause someone to go off and replicate it?

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  • DAB
    DAB over 13 years ago

    In my day, we freely discussed ideas with other engineers about circuits and even the software was freely exchanged among friends.

    Then came the lawyers and the concept of Intellectual Property. 

    After that time, you saw less real technical information about circuits and software, unless you signed one of the idiot licenses to get "inside" access.

    At one point I even remember a big movement to "patent" software and the algorithms implemented.

     

    Since then, unless you quickly learned some reverse engineering skills, you had to be happy with buying "black boxes" that ran custom software or roll your own.  It amazes me that companies see visions of techno thieves everywhere.  They even panic when certain members of their staff quit and go to a competitor.

     

    To me, it has been a very sad opera of stupidity and wasted effort.

     

    Face it.  Once an idea or a new feature comes out, it is only a matter of days before someone explains how it is done or provides enough information on the web that any compitent engineer can copy the feature.

     

    Trying to stop the free flow if ideas is an effort in futility.  Inspiration may strike at one company exclusively, but it is very rare.  I have seen upper management parallized by the decision on what ideas should be quickly patented or copyrighted to secure the IP rights.

    If they spent as much time encouraging employees to grow instead of threaten them if they disclose IP, they would make more profit in the end.

     

    How much greed is enough?

     

    My engineering capabilities enable me to copy anything anyone else can make.  Not a boast, just a well documented fact.

     

    The way to keep someone like me from duplicating your baby is to make it inexpensive enough so that it is not worth my effort to do so.

    That's the bottom line.  If you try to hold IP as the tool to make profits you only encourage others to copy your stuff.

     

    Being first gives you a slight edge.  In the end you only stay in the lead as long as you provide upgrades to your product that keeps your users loyal.  Look at RIMM.  They were the best, but were overtaken by events.  Their devices are still excellent, but the apple PR has made them yesterdays news.

     

    Whats my point?  Consumers determine the market, not the vendor.  Consumers are like moths and a flame, they run to the new brightest light.  Seldom will your IP protect you from the customer.

     

    Just my opinion,

    DAB

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