lieven vermaele - sdnsquare - flanders belgium - stanford engineering - mar 3 2014
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SDNSQUARE GUARANTEED PERFORMANCE NETWORKS EUROPEAN ENTREPRENEURSHIP & INNOVATION STANFORD ENGINEERING MONDAY 3RD MARCH 2014
Lieven Vermaele, CEO and Co-‐Founder SDNsquare
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European communities from a Twitter perspective
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SDNSQUARE GUARANTEED PERFORMANCE. PREDICTABLE
Lieven Vermaele, CEO and Co-‐Founder SDNsquare
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Two developed products based on the same core technology and standard hardware
WARP Software defined storage/ datacenter
with guaranteed performance -‐ On demand storage bandwidth -‐
GRID Software defined networking with guaranteed performance
-‐ On demand networking bandwidth -‐
Local SAN
Local SAN
Local SAN
Local SAN
Local SAN
Local SAN
Local SAN
Local SAN
Local SAN
Local SAN
Local SAN
Local SAN
Local SAN
Local SAN
Local SAN
Local SAN
App node
SDN² network
Storage node
Disk storage
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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
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IP Performance & Reliability
Time-‐unsensitive Uncritical
Big (small) data Light bursty
Bulk (large) data Heavy Bursty
Time-‐sensitive Critical
? ? ?
CRITICAL ZONE
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Overprovisioning as solution is not efficient and effective
Time-‐unsensitive Uncritical
Big (small) data Light bursty
Bulk (large) data Heavy Bursty
Time-‐sensitive Critical
IP by
OVERPROVISIONING in
BANDWIDTH BUFFERING
OVERPROVISION
OVER
PROVISIO
N
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Proprietary solutions & infrastructure stay in place and develop further
Time-‐unsensitive Uncritical
Big (small) data Light bursty
Bulk (large) data Heavy Bursty
Time-‐sensitive Critical
• SDI • Infiniband • Fibrechannel • Dark fibre – prop. sol. • AVB • ...
PROPRIETARY SOLUTIONS & INFRASTRUCTURE
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SDNsquare GRID Mission critical SDN IP zone
Time-‐unsensitive Uncritical
Big (small) data Light bursty
Bulk (large) data Heavy Bursty
Time-‐sensitive Critical
SMART SOFTWARE DEFINED IP NETWORKS
Standard IP Networking Hardware combined with smart mgt softw
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SDN – software defined networking ?
External SDN!Application!
‘Control’ System!
IP Switch
IP Switch
IP Switch
IP Switch
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SDNsquare technology goes beyond the traditional SDN principle
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.
From SDN Intelligent path selection • Network path and connectivity
are controlled externally via software.
SDNsquare combines intelligent path selection and end-‐to-‐end guaranteed QoS.
Without SDN²: Congestion and disruption
With SDN²: 100% utilization
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SDNsquare GRID
• Expert system – Simple user interface – Flexible output – Performance management
• Network flow within LAN – Intelligent path selection – End to end guaranteed QoS
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
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On demand networking End user ‘flow’ request
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SDNsquare WARP
WARP
Traditional Storage Network
Throughput
# nodes
Linear scalable On demand storage bandwidth per node
Guaranteed performance Increased internal bandwidth (x5) Hardware reduction up to factor 4
Local SAN
Local SAN
Local SAN
Local SAN
Local SAN
Local SAN
Local SAN
Local SAN
Local SAN
Local SAN
Local SAN
Local SAN
Local SAN
Local SAN
Local SAN
Local SAN
App node
SDN² network
Storage node
Disk storage
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Revenue model – license focused, as a service
GROWTH MODEL • Product sales:
– Direct sales – Indirect: Resellers/Integrators
• Technology license
• OEM product license
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
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SDNSQUARE OUR APPROACH AND LESSONS LEARNED
Lieven Vermaele, CEO and Co-‐Founder SDNsquare
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Experienced leadership team
SDNSquare’s three co-‐founders together have many years of international experience in IP, media research and the industry.
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.
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.
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.
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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.
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SDNsquare timeline
2004
2009
2011
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
VRT-‐medialab begins research into file-‐based
media storage and networking that will form the foundation of SDNsquare’s
patented technology.
Recognized by IT Pulse for SDN orchestration
software 2013
Founded as CandIT-‐Media. WARP product
launched in UK to strong reception.
Patents submitted 2009. R&D collaboration with
Cisco, IBM, ALU 2007/2008/2009/2010.
Development of GRID product.
FOUNDATIO
N
Industry collaboration in project & partnerships
Development of WARP product.
UK Sales 20+references
SERIE A
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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
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+ PRIORITY ON SALES + ATTRACT INTERNATIONAL PEOPLE (UK, GE, NL) + NO SELECTION PROCEDURES ETC , USE YOUR
NETWORK TO FIND THE BEST ONES AND CALL THEM
Expanding the team – 9 full time + 3 consultancy contracts
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+ 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
Scale up sales (in Europe)
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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.
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SDNSQUARE THE PERSONAL ELEMENT
IS THIS THE RIGHT THING TO DO? IS THIS THE RIGHT TIME TO DO ?
Lieven Vermaele, CEO and Co-‐Founder SDNsquare
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Europe: diploma = proof of success, go for a safe job and join career ladder
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THE OPPORTUNITY COST STAYING IN THE JOB VS (AD)VENTURE
… AND WHAT IF I FAIL?
For the conservative ones, you can do the maths …
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BUILD OUT A PROFESSIONAL NETWORK BUILD YOUR BRAND & CREDIBILITY PROSPECT FUTURE PARTNERS … AND IF YOU FAIL, YOU CAN ALWAYS GO BACK
Leverage on your career
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European communities from a Twitter perspective
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+ 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
Diversity of Europe > Biggest challenges for Europe
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WILL EUROPE BECOME A LOW PRICE SME OR R&D ‘SHOP’ FOR THE REST OF THE WORLD?
The end game for Europe? Reflection
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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
" On demand storage bandwidth
" GRID: software defined networking with guaranteed performance " 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
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Thank you!
SDNsquare NV Gaston Crommenlaan 10, bus 101 9050 Ghent, Belgium + 32 9 331 48 06 Lieven Vermaele Cofounder and CEO [email protected]
Visit us at www.sdnsquare.com