1.0 Summary Profile of the Entrepreneur The Inventor of Pen drive Name: Pua Khein Seng Age: 31 Hometown: Sekinchan, Selangor Education: 1979-1985- SJKC Yeok Kuan, Sekinchan 1986-1992-Pin Hwa Independent school, Klang 1993-1997- Chiao Tung University, Taiwan-degree 1997-1999- Chiao Tung University, Taiwan-master Occupation: Engineer/ president of Phison Electonics Corp Current base: Taipei, Taiwan Years abroad: 17 Status: Married Mr Pua was born at Sekinching, Selangor in 1979. He was grown up in a small village in Selangor. From the year 1979- 1985, he was educated in SJKC Yeok Kuan. He continues his secondary school education at Pin Hwa Independent School which located at Klang in 1986-1992. In 1993, he set off to Taiwan 1
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1.0 Summary Profile of the Entrepreneur
The Inventor of Pen drive
Name: Pua Khein Seng
Age: 31
Hometown: Sekinchan, Selangor
Education: 1979-1985- SJKC Yeok Kuan, Sekinchan
1986-1992-Pin Hwa Independent school, Klang
1993-1997- Chiao Tung University, Taiwan-degree
1997-1999- Chiao Tung University, Taiwan-master
Occupation: Engineer/ president of Phison Electonics Corp
Current base: Taipei, Taiwan
Years abroad: 17
Status: Married
Mr Pua was born at Sekinching, Selangor in 1979. He was grown up in a small village
in Selangor. From the year 1979-1985, he was educated in SJKC Yeok Kuan. He continues
his secondary school education at Pin Hwa Independent School which located at Klang in
1986-1992. In 1993, he set off to Taiwan where he obtained the bachelor honor in Chiao
Tung University, Taiwan. Pua Khein Seng’s only aim was to complete his degree in
Electrical Control Engineering at the renowned Chiao Tung University and return home to
work in Malaysia. However, Taiwan has provided him the opportunity to let him think
differently as when he went to Taiwan early. After getting his degree honour, Chiao Tung
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University offered a place for him to do masters program[1]. After finish the courses, he was
working in Taiwan. Therefore, since the year 1993, he started his abroad journey in Taiwan.
1.1 History and background of Pin Hwa Independent School
In 1923, the school was originated by oversea Chinese at north klang and it was night
school. The total amount of student was around one hundred. In 1929, the school was move
to south Klang and the school was day school, the students at that year were 30. Mr. Wu fu to
launch sites develops the school in 1937. 1940 in Wu Fu Road, the E shape campus was built,
the amount of students were more than 1200. In 1947, the school was renamed to overseas
schools junior high school, the campus was continue being developed to o shape. The
students at that year were more than 1800. 1958 the school government subsidies, the junior
school renamed as "Chinese-language primary schools” and the Middle School Department
was renamed the "high school". 1962-due to refused transforming into government high
school, the school name change to Ping Hwa high school. In 1966, three floors buildings and
the Hall were built. In 1988, start fundraising activities, in seven years preparatory school is
Rm450 million. In 1990 five storey building was built for teaching. The year after that, the
auditorium was built, with six badminton field, 1 indoor basketball court and two volleyball
courts, and can accommodate up to 1500 spectators. In 2001, the air conditioning unit was
equipped in the auditorium. In 1994, a completed five-storey building and administrative
centre was built[2].
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1.2 History and background of Chiao Tung University
Chiao Tung University (NCTU) National was established in 1958, in Taiwan. It offers
15 bachelor, 41 masters and 29 doctoral degree programs. NCTU has a high ranking in
Engineering with the reputation as “the Taiwan-MIT.” NCTU attracts students from more
than 36 countries. NCTU leads industry collaboration and receives most of the research
funding in Taiwan. NCTU was ranked No. 21 in the world recently for the amount of ESI
journal papers in the computer science area. NCTU ranked 49th in the world in the
Engineering field in the Academic Ranking of World Universities reported by Shanghai
Jiaotong University in 2007. It is located near national laboratories and the Hsinchu Science
Based Industrial Park, NCTU provides students opportunities to collaborate with top high-
tech companies and participate in leading technology experiments. In addition, 64% of CEOs
and general managers in Hsinchu Science Park are NCTU alumni. The College of
Engineering has 87 faculty members and 2,371 students. Among the college faculty, 98%
have earned their Ph. D. in the areas of their specialties. The College of Management (COM)
of NCTU is accredited by the Association to Advance Collegiate Schools of Business
(AACSB)-International. The acquisition of this accreditation further strengthens the position
of NCTU COM in coping with the trend of globalization, and facilitates its collaboration with
prominent business schools around the world [3].
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2.1 Venture of Entrepreneur
After completing his master program in Taiwan, Mr Pua has been working in a local
company for 6 month. After getting much experience in working and has much technical
skills, Mr Pua decided to set up an electronic company in Taiwan. With his few course mates
who study master program with him in Taiwan, five of them set up a company which
focusing on USB technology. Two of the entrepreneurs are from Malaysia including Mr Pua
and three others are Taiwanese [4].
The company was set up by them in November 2000 and it was called Phison
Electronic Corporation. After 6 months, this company has developed the first USB drive SoC
in the world. Before the invention of the SoC USB drive, the development of the USB flash is
only collaborative effort but not intentionally collaborative. The first patent is design by Dov
Moran in 1988 of M-System Corporation. However, it is not looking like the pen drive we
having now.
At the moment they invented the USB drive SoC, Mr Pua is only 27 year old and they
do not know anything about selling. However, he is confident that the USB market will be
huge in the world. So they sought partners or traders who can help them to sell the product.
He then took the idea to Toshiba [4], which is the largest computer company in Japan at that
time. Toshiba help them distribute their idea in the worldwide market. The year after that,
Toshiba has become the largest inventor in pen drive and helped place the product in markets
worldwide.
With the smart strategies and partnerships, Phison Company has made its way into the
world market. As the partnerships, Japanese tech giant Toshiba has work as Phison’s largest
shareholder and customer.
Through out after a few year of his contribution in Taiwan industry, Mr Pua has been
awarded Outstanding Young Entrepreneur Award, Young manager Award and The President
Award of National Management Excellence Award from government of Taiwan.
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3.0 Company Background
Phison Electronic Corporation was set up in Nivember 2000 at Hsinchu, Taiwan. It is
currently the leading UBS flash drive, memory card and SSD controller in the world. The
company started with the world’s first single chip USB flash Drive IC. Other than that, it also
provides the NAND flash total solution, total solution provider and OEM services for major
retail brand names. In 2009, Phison’s revenue reached US$750 million.
The Phison corporation s the founder of Open Nand Flash interface group and the
member of the Non volatile memory host controller interface working group which both of
these groups are chaired by Intel Corporation. The reason Phison Corporation take the major
part in these society is because of the exceptional enginerring strength enables the company
to be a major player in industry standard-setting associations.
Phison Corporation Marketing Strategies making the company always is the leading
company in those fields. Phison Corporation Consist of the ISO certified product
development process, highly competent R&D teams, competitive niche products, leading
technologies and always provide the best customer support. It always satisfied the demand of
the customer in IC design, manufacturing, system integration or the total solution package.
All these advantages of the company enables the company penetrate in the Japan’s Market,
China’s Market, Taiwan’s Market, Europe’s Market and North America’s Market.
Phison Corporation always create some creative solution for customer by pushing for
new ideas thinking "add-value for the end-user", additional features are added to the flash
product to lead the industry. Whenever there is hunger for high speed data storage solution,
we deliver. They always keep innovation, efficiency and ultimate quality in mind to satisfy
the ever increasing demand of the data storage market [5].
In addition, Phison always adapt with the market changes and make changes for our
customers, partners and ourselves. This enables the company to adapt to various customer
requirements at any time, and our technology assists the customers in expanding their market
share rapidly. Phison aims to provide an all-in-one solution designed to provide general and
specific flexibility to meet and even exceed our customer's requirements. In product design,
packaging, driver, firmware, or any other requests for custom, Phison fully dedicated to the
sales and engineering team will work with our customers timely and effectively communicate
the greatest satisfaction. Through the Global 100 companies of several solutions, Phison
proved to be the reliable business partner, in the forefront of information technology.
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3.1 Company SummaryCompany Background
Name Phison Electronic Corporation
Mission Fully integrate environmental stewardship into the business of
providing quality products Best-in-class services The best customer experience at the best value.Vision Provide Accessible Computers to Visually-Impaired Veterans
Contract Provides a Standard Configuration for Visually-Impaired
Veterans NationwideQuality Policy Improvement of techniques. Stability of quality. Satisfaction of customer. Green ProductEnvironment Safety Healthy Policy Conform to legislation and keep commitment to customer.
Save energy resource, reduce waste and improve continuously with
vendors.
Responsible for low risk and zero-occupational accident
implementation.
3.2 Company LocationThe Phison electronic corporation is located at No.1,Qun Yi Rd.,Jhunan,Miaoli, Taiwan 350, R.O.C.
3.3 Product Innovation / Services
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Phison electronic corporation is a Taiwan electronic corporation. It is mainly
developed the controllers for NAND flash memory chips. These NAND flash memory chips
are embedded into flash based products such as USA pen drive and memory card. There are
four major services are manufactured or provided by Phison company. The fields are flash
controller IC, embedded solution, OEM/ODM solution and industrial design [5].
3.3.1 Flash Controller IC
The function of the flash controller is to manage the data which is stored in flash
memory and manipulate it with electronic devices or computer. It can be divided to two
types- low duty cycle environments and high duty cycle environment. The example for low
duty cycle environment is SD cards, CompactFlash cards, or other similar media for use in
digital cameras, PDAs, mobile phones. Flash memory controllers designed are used in USB
flash drives to communicate with personal computers through the USB port at a low duty-
cycle. Flash controllers can also be designed for higher duty-cycle environments like Solid-
state disks used as data storage for laptop computer systems clear up to mission-critical
enterprise storage arrays [5].
3.3.2 Embedded Solution
Phison Electronics offers a wide variety of interfaces to the host system provides the
flexibility and easy integration with any system, in accordance with the requirements of
customers. SSD module family will describe the customer through a NAND solution with
minimal effort, and shorten the product development cycle. This engineer will describe the
customer at any development stage of production and clock.
Phison Corporation provides software development and consulting services for
Customers embedded product design in all its aspects. These include requirements analysis,
design, implementation, and support. Phison Corporation also provide support for each event,
with specific questions or problems.
Due to a person's software is only part of the full product, Phison Corporation also
provides custom electronic development. Phison Corporation specialize in custom printed
circuit board for data acquisition and control system products [5].