Client

Aliathon Ltd

Developer of FPGA solutions for the telecommunications industry

Brief

Planys was engaged by Aliathon via the Scottish Enterprise Breakthrough Barriers Service to help the company realise it’s growth ambitions. It quickly became apparent that Aliathon was locked into a limiting position by the universally accepted commercial practices prevalent in the industry that allow FPGA IP to be procured at a fraction of the value that they deliver throughout the supply chain. An audacious change of business model was required.

Planys Services

Breakthrough Barriers Business Diagnostics – identified the need for a new pricing model that allows the company to realise more of the commercial value of it’s unique cutting edge design capabilities and FPGA IP cores.

Commercial Strategy Development – development of a compelling new ‘per use’ licence and professional services based pricing model that reflects the real value of the company’s unique , modular IP against alternative options.

Sales & Marketing Collateral Development – development of new collateral materials that clearly position the company’s prodigious FPGA capability, modular IP cores and commercially available professional services.

Outcome

Aliathon has taken the audacious and unprecedented step of challenging the conventional norms in the FPGA industry of pricing on a per use basis as opposed to the one-off NRE charge that consistently under values the IP of FPGA developers. It is testimony to the determination of the management team and their unique technical capabilities that they have been very successful in securing several lucrative deals with many of the world’s telco giants.