Yindusoft rocks embedded domain for India across Apac

India has, for long, been the acknowledged 'embedded superstar' of the world! It is in no danger of losing that top position, especially in the near future, as several Indian firms in the embedded space continue to rock the world.

One such company is Yindusoft, established 2006, a software services company focused on the following domains: embedded software for IC design houses, OEMS/ODMS in consumer electronics; IT solutions in the semiconductor manufacturing sector; and distribute and customize higher end IT software products in the two areas.

G.K. Pramod, CEO, and a former member of Cybermedia/IDC said: "We are a two-year old company! We cover Asia Pacific especially, Taiwan and Singapore. We would like to expand into Korea and Japan, hopefully, by the end of Q4 2008."

Yindusoft is present in two domains: providing IT solutions to large semiconductor manufacturing companies, being the first. Pramod said: "We are working with companies like TSMC, UMC, etc. We work with them in CIM (computer-integrated manufacturing). We recently completed a project on wafer analysis in Taiwan. Our engineers developed the software to cut the wafers into precise shapes. We have onsite engineers with TSMC in Taiwan and UMC in Taiwan and Singapore. Now, we are aggressively positioned ourselves in the CIM space for semiconductors."

The second important domain are OEMs/ODMs. Yindusoft develops embedded software for OEMs/ODMs. Pramod added: "We develop the software for these companies. In Taiwan, we have done work on digital signage systems. We worked on the UI design. We did development on the UI design itself, along with market research, and therefore, the customer received market feedback as well."

Yindusoft has two recent design wins: designing of digital signage application for a large OEM/ODM in Taiwan. and designing of set-top box application for a large OEM/ODM in Asia Pacific.

Commenting further on Yindusoft's design wins, he said: "We completed a large project in the area of digital signage product development with the help of an embedded product development domain expert. Our domain consultant adopted methods like market research, making global product feature list and getting the UI design development from design experts who are from art and design background (and, not IT background)."

Too early to estimate Indian semicon
Pramod added that it was quite early to estimate the strength of the Indian semiconductor industry as fabs are yet be commissioned for production. The Indian embedded design industry is estimated at $4-5 billion in 2008-09.

Commenting on the drivers for embedded design, Pramod said these could be the design capabilities of Indians and the requirement of low-cost consumer products. "Big markets like India and China would require lot of consumer devices for common man applications," he said.

Customers expect strong domain expertise today. Definitely, and I completely agree on this," he added. "We need domain expertise to speak the "customers' language, make the project successful and show the differentiating factors in our service delivery."

As mentioned, Yindusoft also works with the STB companies. "We are developing an STB (Set-top box) application. Typical applications would be PVR, email application, parental security, etc.," he said.

Yindusoft is also trying out a model called offshore solutions center. Pramod said: "We have identified pain areas of customers, like OEMs/ODMs and semicon companies. Till such time the companies don't develop the necessary software skills, there orders can get rejected. They can't add value to their products. Therefore, profitability is a major issue with them. Next, they also have a language problem and cannot provide the essential technical support. Also, they cannot enter the Indian semiconductor market because of these reasons.

"Hence, we are now trying to build up a solution for them. One is the ODC, which is regular. The second factor: localization of their product for the Indian market, is an example. We also have a demo center. We conduct the market research for a particular product and then set up a demo center in India for that product. After that, there's the technical support center."

Way forward for embedded
Would the biggest growth factor for embedded come from localization of product design and manufacturing from India? What's the way forward?

Pramod said that the biggest growth factor for embedded could come from the localization of product design, and it will be the driving factor. "In fact, we provide this as a value addition to our customer, he added. "Indians need to focus on designs, which is our core strength." However, he felt that China would still lead in manufacturing.

Finally, what did the Indian semiconductor industry offer to the world, and why should the others should come here?

Pramod listed six key capabilities: Design capabilities of Indians; VLSI design, IC design capabilities; software integration capability; good software knowledge; India is also a good pilot market to launch new embedded products; and India is a strategic location for Asia Pacific markets where there is a good ecosystem for the semiconductor industry.

The company's head office is located in Bangalore, while it has two overseas offices in Taiwan and Singapore, respectively.

Yindusoft's vision is to be the leaders in providing software services for IC design houses, OEM/ODMS and semiconductor manufacturing companies.

The mission is to act as a software consultant in new product development by providing cost effective co-working models and establish offshore solution centers (OSC) in India. Best of luck!