by Sali Earls
DeepStream Technologies is a young dynamic company based in Parc Menai, Bangor, that is building a world class reputation for highly integrated 3D digital sensor solutions.
DeepStream works closely with major European equipment manufacturing companies in the Electrical Sector to add digital intelligence to electromechanical products in the many world wide industries.
What's the history of your company?
Mark Crosier is the founder and CEO of DeepStream Technologies, a pioneer in low cost, high volume integrated 3D digital sensor technology.
With over 20 years experience in
the design-to-cost and development of high volume products for industrial and consumer markets, Crosier is highly regarded for his extensive international customer
relationship experience and management of multi-disciplined engineering teams. Crosier is an inventor with five patents published, one of which has provided over £24million in gross margin to a
previous employer.
It took the DeepStream Technologies team more than three years to develop, plan and finally launch the company in 2004. During this time the highly motivated starting line-up of eleven engineers stayed unfunded for nearly a year, demonstrating their commitment and belief in the company and its product.
Before DeepStream developed a product, and only three months after securing funding, the company was awarded several development and supply contracts from major European corporations valued at more than 8020M.
DeepStream's global potential and technology has attracted £10 million of public and private sector funding so far from The Welsh Development Agency, HSBC, and venture capitalist, Doughty Hanson.
DeepStream is listed in Tornado Insider's top 100 European technology companies and world-renowned business leader, Richard Parry-Jones, Ford's chief technical officer for global product development, and group vice president, supports the company as its non-executive chairman.
DeepStream is looking for second round funding at present and offers venture capitalists a new type of technology company in which to invest - sitting between the traditional assetless technology start-up heading for quick, high value sales and an Initial Public Offering (IPO), and the manufacturing start-up looking for long term, steady income and a buy-out offer.
DeepStream has 40 employees which is set to increase to 65 by the end of 2006 and to 120 by 2007.
What unique products/services does your company provide?
DeepStream designs, develops and manufactures integrated 3D digital sensor technology that can be embedded into Original Equipment Manufacturers (OEMs)' electrical products and equipment,
offering new levels of intelligence, information and control.
DeepStream has no direct competition as its sensor devices use structural leadframe technology that is hermetically sealed (acid proof/water proof), enabling integration into any hostile environment with high power capabilities.
The company's intelligent components can replace existing analogue components in OEMs' electrical products with integrated digital circuitry, enabling the introduction of new features such as delivering real-time information for added value services and new revenue streams.
DeepStream's intelligent components can exchange information using any communications standard and can integrate embedded intelligence into increasingly miniaturised electrical products and equipment.
Importantly the components can be retrofitted into existing electrical products to extend their product lifecycles at low cost, without disruption to existing manufacturing processes, enabling OEMs to change their business models to become more service-orientated.
For example, embedding DeepStream's 3D sensor technology into electrical protection devices enables more than 20 new features compared to traditional miniature Switchgear products. This can include energy metering, which for example can allow itemised billing down to equipment and circuit level, giving building owners, energy and facilities managers' greater visibility of their energy use in their electrical network, giving the ability to save both money and resources.
The technology can also be embedded into electrical appliances such as washing machines, intelligently monitoring when a part is about to fail and be configured to alert the manufacturer or user, so the part is ordered and with the customer for installation before it fails. The intelligent component can manage energy efficiency functions such as 'off-peak' washing cycles and monitor the use of soap powder or liquid so only the optimum amount is used depending on the amount of clothes in the machine for washing.
What's been the key to your success?
DeepStream's integrated 3D digital sensor technology is intelligently manufactured at low cost in high volume, offering OEMs the ability to add intelligence to their products at low cost.
Because a DeepStream sensor device is manufactured as one integrated unit, unlike traditional components and circuit boards, cost of production is significantly lower.
The company is also helping regenerate manufacturing in the UK through its automated, intelligent manufacturing plant that can quickly scale up or down depending on demand. Because the plant is labourless, DeepStream is able to keep costs down meaning product manufacturers no longer need to outsource their manufacturing to Eastern Europe or the Far East, resolving manufacturer's issues over IP ownership and protecting them from 'Grey' competitors.
The technology is also unique in that DeepStream has no direct competition, as its sensor devices use structural leadframe technology that is hermetically sealed (acid proof/water proof), enabling integration into hostile environments with high power capabilities in low voltage applications.
DeepStream's devices can exchange information using any communications standard and can integrate embedded intelligence into increasingly small and miniaturised electrical products and equipment.
What one piece of outside technology has benefited your company most?
At present switchgear is the one piece of outside technology that has benefited from DeepStream's integrated 3D digital sensor technology the most. Our digital technology significantly enhances the
functionality of traditional devices, with added features seen previously only in larger devices. By embedding intelligent sensors the availability of information offers greater levels of system integration.
This can enable energy metering to be embedded in electrical protection devices, offering unparalleled electrical network visibility, allowing itemised billing down to equipment and circuit level for
example.
What one piece of advice would you give to start-up companies in your field?
If possible ensure you develop a product or service that is unique or that fills a gap in the market. With a strong product, sales will follow, which is the most important thing for a start-up company. Often
a gap can not be seen and it is up to you to visualise this to your potential customers. By creating a market you must ensure that you tick all the boxes, or someone else will do it for you.
Also, think big. Develop your company's internal infrastructure so that it is flexible and scalable and can grow with your business. getting it right first time, you will not waste valuable time in constantly reshaping your company to meet business needs which, the bigger you get, the more costly this can become.
Where do you see your company going in the future?
As DeepStream is a pioneer in integrated, 3D digital sensor technology we believe we have the product and drive to become a global player in sensor devices - designing, developing and
manufacturing intelligent sensors on a global scale. Our vision is that we will become synonymous with embedded intelligence in industrial products, similar to how Dolby is associated with entertainment
technology today.
Sectors such as Building Automation, Industrial and Consumer Appliances are moving towards a more 'embedded intelligence' system platform, with the need for higher levels of data and information. Our technology will enable product manufacturers to continue product miniaturisation without neglecting increased levels of intelligence, and at a lower cost.
The convergence of formerly distinct technologies means that a 'technology' is needed in what is the "Embedded Intelligence Everywhere' revolution, and DeepStream will be at the forefront of integrating digital intelligence in products for many years to come.
Find out more about DeepStream Technologies at www.deepstream.com.
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