HotPCB has pointed to and written about the relationship between fabricators and designers since our inception.  And we are not the only one speaking to it.  Pete Waddell of UP Media wrote an editorial to the issue of DFM (design for manufacture) failures within our industry earlier this year.  We would like to speak to the issue as well, but not without providing a way to begin fixing the problem.

The issue is that there has been, and will continue to be a disconnect between printed circuit board designers and fabricators.  If you, as a designer, have a firm grasp of the details surrounding the fabrication process, power to you and thank you.  However, if you are a designer and have not spent time learning the process of building boards, I highly recommend it.  Now I understand that the two parties have their areas of expertise, and I am not asking you to do a 9 month apprenticeship in a board shop.  But some research, and using some valuable tools available will be very beneficial to you.  How?  Read on.

Whenever a board comes into our shop, we need to check it for manufacturability and errors.  We use a variety of methods, but one of the key methods is to run the designs through DFM software.  We estimate that about 50% of the jobs we process need to go back to the designer for edits and changes after it has been run through the DFM.  That means we need to call/email the engineer, often leave a message, set up a time to talk about the issues, have them go fix the problems, wait to receive the updated files, assure that we don’t accidentally use the old files, re-check the design files, and then continue on in the production process.  In a quickturn shop, this may take 1-2 days, and I have heard several claim they often see it taking 5-7 days to get this all hashed out.  In a tense, quickturn market, several days means that you have doubled the lead time which was originally possible.  In addition to this, the fabricators are spending a lot of time going back and forth, chasing down engineers, revisions, files, etc.  This is time that is not billed, but in the long run finds its way into your boards because the process is less efficient and is using a lot of man-hours.  And so the designers are delayed in getting their boards, the fabricators are spending a lot of extra time pre-production, and nobody wins.

My hope is that there would be an industry wide shift in mentality toward an attitude of responsibility on the part of all to check for manufacturability.  I believe that it ultimately rests on designers to begin this change, and recognize that they can run preliminary DFM checks on their designs.  It takes very little time to run it, especially compared to several days of back and forth with the fabricator.  With designers running preliminary checks, and fabricators running secondary checks, the process will grow to be more seamless and productive.

One company in the marketplace who has narrowed in on this issue is Intercept Technology.  Their top-end software contains a DFM program, and their goal right now is to make it as accessible to designers as possible.  In fact, for a limited time it is free.  I recommend this to everyone within the industry.  This is an incredibly valuable tool for designers.  Together we can help each other accomplish our goals and increase in efficiency.  Designers will get their boards more quickly, fabricators will be able to spend more time improving their processes and building boards, and greater understanding/collaboration will be fostered between both.

Do you have a DFM nightmare story?  Or a success story?  Please feel free to comment below.  Maybe you think this is all hot air and unnecessary.  I’d like to hear what you have to say.

Although plenty of part numbers go through our shop which are classified and their end use is unclear, it is still quite possible to recognize the end users and the importance of performing quality work.  Products, processes, and chains are only as strong as their weakest link; and narrowing our focus too far on one spot in the product development cycle can have catastrophic consequences.  Our company, Cirexx International, does a fair bit of work within the defense industry.  For this reason, I will use the following hypothetical example as a reference.

“Although PN xxxxxxx is a simple 6 layer rigid-flex, it plays a critical role within a hand-held communications device our warfighters in Iraq rely on and expect to be functioning regardless of extreme conditions.  It’s failure, delamination, improper design could mean life or death for a whole troop.  And we all know who our military serves… us.”

If we focus on and remember who our end user is, the technical nature of our boards, our workplace morale, and our general business practices will all be affected.

Technical
If we were to keep in mind the big picture of who we serve with our products, many technical aspects of our products would be affected.  Most notable, I believe quality and quality assurance would improve.  Technicians, managers, suppliers, etc would all hold themselves to a high moral standard above and beyond their ISO or corporate quality mandate.  Responsiveness to issues and concerns on the part of the customer would increase.  Recognizing that each delay in the product life-cycle keeps a potentially life-saving product out of production and out of the hands of our soldier, nurse, pilot, etc for a greater period of time.  Paperwork and voicemails will have less likelihood of being put off until the afternoon, the end of the week, etc.  And lastly, collaboration will improve.  Although it is not necessarily the job of the lamination technician to determine proper materials for use in the final product, they may have some knowledge of past performance that the designers did not.  Whether it’s that they heard from a colleague that a particular thickness of laminate has been having issues in extreme temperatures, or in humidity.  Knowing that the board will be in a product in use in the rain forest may happen to be a huge help.

Workplace Morale
Not only will the technical integrity of your boards increase, but also workplace morale and spirit.  Employee sense of ownership and duty will grow when their understanding of the big picture increases and the tunnelvision we often fall susceptible to is countered.  This will lead to increased attention to detail, greater job satisfaction, and a greater sense of community within your organization and between organizations.

Business Practices
Lastly, recognition of the true impact your company’s product has will lead to changes in how your business operates.  Customer service and support will take greater precedence.  Also, capital improvements and research/development will take greater priority.  Recognition of the ways we need to remain competitive, and provide the most cutting edge products to our customers will occur when we step back and think about the importance we play in the lives of so many people.

Who are your customers?  Your real customers… probably people who have never and will never hear of you.  Yet it is them who you serve, it is for them that we work day and night, providing the highest quality products with the best customer support and responsive attitudes possible.

What other improvements do you feel would occur if we were to all continually remind ourselves of these things?  Feel free to comment below.

I see a variety of similarities between Tin whiskers… and my own: Elusive, thin, short, and never helpful.  And there is always the random single hair that frustrates you to no end.

Unfortunately, the costs associated with tin whiskers in the electronics, defense, health, and aerospace industries are astronomical compared to my need to shave once every two weeks.  Failure of products due to tin whisker growth can undermine an entire mission, scrap a program, or take a life.  I think about electronic pacemakers, our men and women traveling to space, or our servicemen and women flying at Mach speeds thousands of feet above the ground.

There has yet to be a definitive ruling made concerning the cause/prevention of whiskers, although pure tin components and plating seem to exhibit the highest likelihood of developing them.  Best practices at this time are to use a tin/lead mix with no greater than 97% tin.  However, RoHS regulations are throwing a wrench into this with its demands for lead-free products.  Some RoHS frequently asked questions are answered here.

This issue received significant attention at the IPC Technology Interchange this last December.  Also, the Center for Advanced Life Cycle Engineering at the University of Maryland (CALCE) and The Institute of Scientific and Industrial Research at Osaka University (ISIR) are putting on another International Symposium on Tin Whiskers this June.  The call for papers is still out.  Read more about this at PCB007. Proceedings from past Symposiums can be found here.

For a great overview of tin whiskers, be sure to check out the resources provided by NASA.  The pictures in this article have all been sourced from NASA.

Have you dealt with tin whiskers in your products/designs? What types of damage have they caused?  What are some of the things you have done to diminish the likelihood of them?

Homepage Image Original found here

There was a particular moment, however, which really encouraged me and provided some hope for 2010. A group of designers and engineers we’ve been working with for a few years now came down to say hello and to ask us some questions. It was great to have dynamic dialogue and interest in our company’s various developments over the last two years. It was within that conversation that I watched a younger engineer bridge the gap between fabricator and designer. And no exaggeration, it was like the room got brighter and the air sweeter.

Spending the last year getting to know both groups has exposed me to the complaints on both sides of the fence. I have heard frustrations from designers and customers concerning quality, timeliness, and customer service. I have seen fabricators scratch their head and stare at design files or bills of material in wonder and confusion. And finally someone stepped up and asked the most beautiful question. I will paraphrase, but I remember it pretty well.

He said, “Morgan, is there anything we can be doing to make your job easier? I mean, I honestly don’t know a whole lot about the details of the fabrication process… I just design them. What could we be doing to help you?”

Every relationship is different, and every customer is different, but it is essential to open up the discussion about how we can form a more seamless relationship between design, fabrication and assembly.  And so I would like to open up the discussion about how fabricators can better serve their customers, and vice versa.  Keep it clean, keep it helpful, and keep it coming.

- Liam

The year 2009 has been an intense crash-course and immersion into the PCB industry.  I entered the field having only seen a board in settings such as when my mother’s blender lay torn apart on my lap as I sought to “fix” it as a ten-year-old.  My background is in entrepreneurship and business development.  Keep these things in mind as you read, but I hope that you do not allow them to lessen the various observations.  Please be sure to comment, critique, and add to this article in the comments section.

Market Segments
Tradeshows
There is nothing as bittersweet as a tradeshow.  It is easy to see that while many I’ve spoken with claim to dread the show circuit, there is an industry sustaining vibrancy found on the tradeshow floor.  In fact, regardless of size, shows remind many that they are not alone in this economic climate and in this industry.  “How about them Yankees” was definitely replaced by depressed and rehearsed comments about overseas production and its implications.  Yet even competitors can console one another.

Recessions inherently bring about budget cuts and a careful critique of the ROI (return on investment) of all marketing endeavors including tradeshows.  Smaller displays with fewer freebies seemed more prominent as the year progressed.

However, tradeshows will never go away because there is an inherent need within any industry to foster community and to provide convenient platforms for vendors and customers to interact.  Yet there is a great need for training and planning of employees to occur in 2010.  Pre and post-event networking skills need to be developed.  And it seems clear that the question of whether we will attend the next tradeshow is moot until we have exhausted an investigation of how we can best take advantage of the opportunity contained within each show.

Media and Trade Publications
As a complete rookie to PCB’s, I found the press to be my greatest ally.  Wonderful individuals within UP Media and  iConnect007 greatly encouraged and guided me through year one.  In fact, they are both the customer and supplier’s greatest asset.  Many of the most knowledgeable individuals are connected with these organizations and an email to either requesting direction or a good contact will usually turn out well.  Don’t expect them to play favorites or violate privacy issues, but they will do their best to direct you toward professionals or resources which will aid you greatly.

Political Climate
Changing the political landscape concerning any issue is always a laborious and time consuming process.  However, great strides were taken this year as the position of PCB Executive Agent was created.  In the second week of December, close to one hundred twenty-five industry professionals gathered in Washington D.C. to discuss how we can meet the needs of the Department of Defense in the future.  It was great to see so many key organizations represented and to see that many CEO’s and owners attended personally.  If there is to be a single word that must define 2010, it will be collaboration.  The IPC Technology Interchange in Washington was a great step toward that end.  I will discuss collaboration in greater depth shortly.

Customers
Throughout the year I sensed a continual increase in both the loyalty and price consciousness of our customers.  It was great to see the loyalty exhibited by many of our best customers, while it was tough to see quotes lost on price: even a few dollars.  Budget cuts have made it hard for everyone, and it is understandable in most cases why these occurred.

Although the following recommendation is applicable to every year within a business, I feel 2010 demands an even greater attempt.  It is clear that better communication and collaboration could and should occur between customers and the design, fabrication and assembly providers.  My hope is to personally continue to search out ways we can better serve our customers  (based on what they say, not what we assume).  This is crucial; especially for the small domestic board shops and assemblers.

Praises and Hopes
I have seen several people step up and push the envelope this year.  Some have exhibited customer service above and beyond expectations, some have embarked on innovative marketing and sales endeavors, and several faces have gained recognition as they position themselves as experts within their niche.  Below are some of the ways that they have accomplished these things.

Online Resources
Those who have met me this year most likely know about my passion for seeing the industry catch up with the rest of the private sector in regards to leveraging the tools and resources available online.  There is much to be done, but I am pleased with the small steps taken this year.  The year 2009 exhibited an increased number of companies transitioning to online marketing and advertising.  Several new columnists have appeared for various media organizations and the concept of blogging is beginning to make sense to some.

I continually experience excitement over our endeavors to develop an industry blog, yet see little follow through.  Although much of that may be due to the quality of my efforts, I do hope to see increased support and contribution in the coming year for HotPCB and my colleagues who are pouring their energies into online media.

I was given the opportunity to speak at UP Media’s PCB Atlanta in October on the subject of how the PCB industry can effectively leverage the various Web 2.0 tools currently available.  Those in attendance seemed to find it helpful, and it was a great first step.  I challenge both individuals and organizations to sit down and evaluate how they can implement these tools into their various marketing and sales strategies.

Federal Programs
This year’s Federal Matchmaking event in Tarrytown, NY was extremely well attended.  I highly admire the SBLO’s and various individuals who spend their time making sure that small-business allocated opportunities are distributed.

The PTAC officers and employees really stepped up and it was very apparent how much they desire to foster commerce between small/disadvantaged businesses and the government.

Education
There is a huge need for education within the industry.  And yet, providing resources to seasoned veteran is far from enough.  Unfortunately, the industry is graying, and there is no clear next generation.  Some have recognized the massive vacuum that is forming and are investigating the feasibility of teaching electronics at the high-school level.  This is a movement still in its infancy and needs a lot of support, guidance, materials, and commitment.  That is where collaboration will truly show its worth.

Collaboration
As promised, I want to briefly touch on collaboration once again.  It has been said that when everyone is responsible, no one is responsible.  I saw a lot of great concepts discussed at the Technology Interchange.  There has been a lot of hard work on the part of various individuals.  We as an industry need to be very careful that we don’t simply sit back and applaud their work.  A concerted effort should be made by all.

Change is a slow process.  But it is even slower when there are only a few players.  My hope is that 2010 will be a year marked with collaboration, unity, and change.  We have all seen glimpses of where things could go.  And although it is unlikely that things will ever look like they did twenty years ago, I find it highly likely that this industry will take huge leaps forward in the next twelve months.

In ending, I am very thankful for where I am, and where we are.  Great hopes drive my endeavors and will continue to shape my efforts.  Where do you see yourself making a difference?  What unique skills can you bring to the table?  How can we come together to overcome the various challenges that are facing our industry?

2010, here we come.

U.S. Consulates Help IPC APEX EXPO Exhibitors Reach Across Oceans and Borders to Develop Business and Partnerships

BANNOCKBURN, Ill., USA, December 18, 2009 — The U.S. Department of Commerce has chosen IPC APEX EXPO^TM as one of a select group of U.S. trade shows to participate in its International Buyer Program (IBP) for 2010. The event, produced by IPC — Association Connecting Electronics Industries®, was chosen by a vote of U.S. embassies, consulates and commercial centers worldwide. One measure was the show’s appeal to overseas visitors. In 2009, 15 percent of attendees came from 42 countries other than the United States.

“We’re pleased to be able to provide this exclusive opportunity to our exhibitors to help them expand their businesses globally,” says Kim Sterling, IPC vice president of marketing & communications. As one of only 36 U.S. trade shows in the IBP, IPC APEX EXPO has secured support from Commercial Service officers around the world who will reach out to their local regions to recruit qualified buyers, sales representatives and business partners to the event.

Country and industry experts from the U.S. Commercial Service will be on-site during IPC APEX EXPO to help companies with hands-on export counseling, marketing analysis and matchmaking services. In addition to the increased global promotion of the event, a special Export Interest Guide will be provided to all international attendees to give them an easy way to identify IPC APEX EXPO exhibitors who are interested in exporting to specific international markets.

Only IPC APEX EXPO 2010 exhibitors may participate in the IBP as suppliers. Information is available at www.IPCAPEXEXPO.org/IBP for current exhibitors. Companies that are interested in exhibiting should contact IPC Director of Trade Show Sales Mary Mac Kinnon at +1 847-597-2886 or MaryMacKinnon@ipc.org.

For more information on IPC APEX EXPO, visit www.IPCAPEXEXPO.org. Individuals who are interested in visiting the show as part of an international delegation should contact their local U.S. commercial specialist, embassy or consulate. Links to local consulates as well as information on obtaining visas, translated in eight languages, is available at www.IPCAPEXEXPO.org/international.

# # #

About IPC

IPC (www.IPC.org) is a global trade association based in Bannockburn, Ill., dedicated to the competitive excellence and financial success of its 2,700 member companies which represent all facets of the electronics industry, including design, printed board manufacturing, electronics assembly and test. As a member-driven organization and leading source for industry standards, training, market research and public policy advocacy, IPC supports programs to meet the needs of an estimated $1.7 trillion global electronics industry. IPC maintains additional offices in Taos, N.M.; Arlington, Va.; Garden Grove, Calif.; Stockholm, Sweden; Moscow, Russia; and Shanghai and Shenzhen, China.

Contact:

Anna Garrido, IPC Director of Marketing and Communications
+1 847-597-2804
AnnaGarrido@ipc.org

This is a complex question with a large number of factors.  One focus of the discussion could be on the pure technical limitations which will be reached according to the laws of physics, or you may consider the unlikelihood that we will ever meet a need that PCB’s can’t handle due to the high costs which would surround that new technology.

I hope to hear your input and comments.  Where do you see the technology going and needing to innovate?  How do you see system-in-a-package and 3D Integration being a factor?  I don’t even have all of the appropriate questions surrounding this topic, but I hope that the comments below will be full of insight and discussion.

Thanks!!

P.S. Someone should add to the wikipedia article about system-in-a-package.  It could use some help.

Below is the media portion of my presentation.  It gives a very general outline of the topics I covered and the order.  If you are interested in learning more about the specifics of the presentation, or are interested in discussing how social media and web 2.0 technology might benefit you or your company, please do not hesitate to get in touch with me.  My contact information is found in the Author Bio’s and Tweets section.

Enjoy!

I have been blessed with the opportunity to speak during the afternoon sessions at PCB Atlanta on October 22.  UP Media has always been very kind to us and have now provided me with this opportunity.

The seminar I will be teaching will be on the topic of marketing yourself using the social media and online tools that are currently available online.  Below is the abstract I submitted when I approached them with the idea.

Are you trying to find a way to stand out among the crowd?  The field of marketing and advertising continues to rapidly change as more and more attention shifts toward Social Media and Online marketing techniques.  A new generation of decision makers and customers who have grown up with these tools is close at hand.  In order to remain current and successful, it is crucial that you have, at the least, a basic understanding of the tools being used.

The Online and Social Media Marketing workshop will give an overview of various online tools and services currently available to help you market yourself and drive business.  You will learn how and where to network with potential customers and ways to develop a strong presence on the web.  Whether you are a novice user, or consider yourself proficient, this workshop is designed to help you develop a comprehensive personal online marketing plan.  Topics covered will include: how to take full advantage of the top social networking sites, making sure you can be found easily online, and creating a pull-marketing campaign.

Do you plan on attending the show?  If you haven’t thought about it, you should.  I do believe that it will be very beneficial to you.  I won’t be as forward as to recommend that you attend the session I will be leading, however, it should be a good time.

If you’re going and you plan on attending this, please feel free to get in touch with me or to comment below with questions you have.  I want to make sure that I address the questions and needs of the people who attend.  Getting your feedback and a feel for your questions beforehand will help me to prepare and provide a more comprehensive and applicable presentation.

The more authors we have, the more dynamic and informative the site will be.  I hope that over time we will have about 15 independent contributors who are able to provide a short 250-500 word article once every couple weeks.

If you are interested in taking on this small, but essential role within the development of HotPCB.com, please feel free to get in touch with us. We can talk about the various potential topics. This site is still very dynamic and your contributions and ideas will help it develop into a great resource.

Call Liam Morris at (800) 217-0202 x13 or email at lmorris@hotpcb.com