CEO Interview: Zeev Collin of Semitech Semiconductor

Zeev Collin is a seasoned technology executive and serial entrepreneur with over 25 years of experience in executive management across international semiconductor companies and startups. Prior to co-founding Semitech, Zeev co-founded and successfully exited two ventures focused on vehicle and trailer tracking devices. Earlier in his career, he played a key role in developing seminal soft modem technology, which was acquired by Conexant Systems, where he subsequently held VP positions in product development and business management. Today, Zeev continues to leverage his expertise as a board member and advisor for various startups. He holds a BSc in Computer Engineering and an MSc in Computer Science from the Technion – Israel Institute of Technology.

Tell us about your company?

Semitech Semiconductor is a dynamic fabless semiconductor company specializing in the development of cutting-edge communication technology. Our flagship products provide reliable, cost-effective communication solutions for a wide range of machine-to-machine applications (Internet of Things) in industrial and automotive environments. We focus on narrowband powerline communication (PLC) and wireless mesh technologies, enabling existing infrastructures to become “smart” with seamless communication without the need for additional wiring.

We are committed to a successful long-tail business model around niche applications by addressing a wide range of IoT communication needs with a versatile, multi-modal solution for both power lines and wireless mesh networks. Our motto is: “Connect Everything, Everywhere!”

What problems are you solving?

Our multi-modal devices offer the most adaptable communication solutions, effectively addressing the diverse needs of the Industrial IoT market for “monitor and control” applications, all while avoiding the cost and complexity of additional wiring.

We tackle several key challenges:

• Infrastructure limitations: We eliminate the need for installing new communication network wiring in existing buildings or industrial facilities.
• Reliability: Our solutions ensure robust communication even during wireless network failures by providing dependable connectivity over power lines, even in noisy and electrically challenging environments. We also offer hybrid mesh networks that combine PLC and wireless technologies.
• Diverse requirements: The Industrial IoT encompasses a wide range of applications and geographies with varying needs. Our flexible, customization-focused approach delivers high-quality solutions, whether they are standard-based or proprietary, tailored to meet specific application and customer requirements.

What application areas are your strongest?

Our primary domain is Industrial IoT, where we have key customer engagements and successfully deployed solutions across various applications, such as:

• Tractor/Trailer Communication: We are the only solution supporting the PLC4TRUCKS protocol, used in North America for trailer ABS communication. We are collaborating with our customers to expand the use of PLC to other control and communication functions between tractors and trailers.
• Point-to-Point Communication for Mining and Drilling: Our proprietary SpeedLink protocol is optimized for connecting subterranean sensors to a control center, enabling constant data streaming without the need for repeaters.
• Smart Lighting: Our solutions allow customers to remotely control lighting systems in locations such as sporting venues, pools, and airfields.
• Smart Metering: Our combination of wireless and PLC technologies is utilized by one of the largest metering companies worldwide.

What keeps your customers up at night?

Beyond the universal concerns of competitiveness and cost efficiency, our customers are specifically worried about the following aspects:

• Reliability: Reliable communication is paramount. While data speed is often secondary, having a robust solution that operates effectively in noisy and changing channel conditions is essential. Our products are designed for long-term use and must maintain reliable operation throughout their lifespan.
• Security: Since many of our target applications relate to critical infrastructure, security is a major concern. Ensuring the safety and integrity of data is crucial for our customers.
• No New Wires: Retrofitting existing systems with sensors and remote-control capabilities requires communication solutions that do not need dedicated wiring and can utilize existing infrastructure, making this a significant consideration.
• Automotive Qualification: With semiconductors becoming integral to the automotive industry, there is an increasing expectation that any semiconductor component used must meet stringent automotive-grade qualification requirements.

What does the competitive landscape look like and how do you differentiate?

When it comes to technology choices, our PLC solution competes with various wireless technologies like 5G and LoRa. However, we view these as complementary approaches rather than direct competition. The optimal approach typically depends on environmental conditions and the specific application requirements. Often, the best solution involves a combination of two or more communication technologies to ensure the best coverage and reliability.

In terms of actual competitors, Semitech often competes with large international companies. We differentiate ourselves by offering high-quality solutions that perform better in challenging, noisy channel conditions. More importantly, we focus on niche applications with long lifespans. Instead of pursuing “cookie-cutter” solutions for mass-market applications, we embrace market fragmentation and the diversity of application needs. We provide our customers, even the smaller ones, with boutique-quality support and a level of customization that large companies cannot or will not offer.

What new features/technology are you working on?

We are continually enhancing our existing solution with new features, including:

• Faster data rates via our SpeedLink protocol
• PLC-BLE bridging for trailer telematics applications
• Hybrid mesh networking

Next year, we will introduce the first and only automotive-grade PLC4TRUCKS solution. Additionally, we are developing new technologies, such as GreenPHY for the EV market and a WiSUN/PLC combo solution.

How do customers normally engage with your company?

Due to the nature of our business, we embrace direct interaction with our customers to better understand their requirements and needs. Our engineering team is very adept in providing tailored solutions and we encourage direct open communication between our engineers and our customers. Our website serves as a key source of customer leads, allowing potential clients to find us and contact us directly. Additionally, we employ a network of reps who help channel customers to us and provide first line of support.

We regularly engage in collaborative engineering projects with our customers to develop specialized features or advanced solutions tailored to their specific needs.

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