MIPS China RFP (aug04)

1、internal and confidential to mips technologies, inc.mips technologies, inc.request for proposalforchina press relations servicesjuly, 2004request for proposalcongratulations. your company has been selected to respond to mips technologies rfp for its china pr business. please follow the instructions

2、contained in this document including preparing and presenting the case study, which is described on the last page of this proposal. failure to follow these instructions and complete the case study will constitute automatic de-selection from this rfp process. your submission should be clear, concise

3、and easy to follow. all materials shall be written in english. submit six written copies of their proposal and supporting material to the following by wednesday, august 16th 2004: mips technologies, inc.attn: lee flanagin1225 charleston roadmountain view, ca 94043senior representatives from mips tec

4、hnologies, including the director of worldwide corporate communications, vice president of asian operations and country manager for taiwan, will attend the oral presentations. the term of the initial relationship will be 12 months, and mips technologies will select its china pr agency of record base

5、d upon its performance during oral presentations, response to the case study and upon the following criteria (in no particular order):- reputation as a china pr agency and knowledge of mainland chinese trade and business press- experience within the semiconductor industry- ability to fit within mips

6、 technologies global pr team structure- depth of staff and english and chinese language capabilities- introduction to and evaluation of actual team members- ability to provide strategic and tactical advice and support- ability to work directly with mips technologies executive management- creativity

7、in responding to the case study- capabilities with writing press releases, supporting tradeshows and creating collateral- government relations and crisis communications capabilities- location of mainland china headquarters and key account staff- subjective analysis, i.e. “fit”- client referencesagen

8、cies should consider their submission to constitute a firm offer, which may be accepted by mips technologies at any time during a period of two weeks from the date of submission. mips technologies may, during the solicitation period, advise interested agencies in writing of additions, omissions or c

9、hanges to the specifications. in this case interested agencies will be given the opportunity to revise any proposal already submitted.timeline1.proposal dueaugust 16th2. oral presentationsaugust 30th3. agency selectionseptember 6th4. service to beginseptember 13thoverview of mips technologies and th

10、e mips architecturemips technologies, inc. (nasdaq: mips) is a leading provider of industry-standard processor architectures and cores for digital consumer and business applications. the company designs and licenses the embedded industrys highest performance 32- and 64-bit architectures and cores to

11、 soc designers at system companies, silicon vendors and design services companies. in addition to offering the highest performance ip cores of any “star ip” licensor, mips-based products contain some of the smallest die area and lowest power consumption of any embedded microprocessors. our customers

12、 include close to 100 world leaders in the electronics industry.to date, our customers have shipped over $1 billion worth of mips-based silicon and our unit shipments have surged past 100 million per year. one can see a comprehensive listing of mips-based silicon that is shipping to market from a wi

13、de variety of vendors by visiting mips-based end products include broadband devices from linksys, digital cameras from canon, dtvs and entertainment systems from sony, dvd recordable devices from pioneer, digital set-top boxes from motorola, network routers from cisco and laser printers from hewlett

14、 packard. in fact, mips is the number one architecture in several high-volume embedded market segments, and has the distinction of owning 76% of digital cable set-tops, 75% of dvd recorders and 40% of integrated dtvs.mips technologies revenue is close to $40 million per year; the employee base is le

15、ss than 120 people who work in offices in the united states, the uk, germany, japan, taiwan and china. however, the companys image is large and felt throughout the industry, based in part on the active promotion of mips licensees such as toshiba, amd, nec, broadcom, pmc-sierra, philips and others. m

16、ips technologies revenue is comprised of licensing (also described as “contract”) revenue and royalty dollars based upon the end products asp and unit volume. the mix of contract to royalties is roughly even. the time from an initial license to royalty payments can be less than a year or more than f

17、ive years. the company reports its financial results quarterly, and the fiscal year runs from july 1st through june 30th. revenue from “asian” customers comprises up to thirty percent of the companys revenue in any given quarter.the history of the mips architecture dates back more than twenty years

18、to stanford university, where it was created by dr. john hennessy. dr. hennessy had the foresight to create a simple, elegant risc architecture that has scaled throughout the years. today, dr. hennessy is the president of stanford university and is widely recognized as a founding father of embedded

19、processors. the mips architecture has lived in various incarnations throughout time. after being one of the first risc architectures to compete against cisc instructions sets in the last eighties, it was the basis for mips computer systems the first company to ipo in 1990. during the mid nineties, s

20、gi acquired assets of mips computer systems including the rights to the mips architecture, which was used as the basis for many of sgis high-end workstations. in 1998, mips technologies was formed and spun out from sgi to become a standalone company and one of the first to independently license its

21、ip. today mips technologies is completely independent from sgi.the company competes against two primary entities: internally developed microprocessor architectures and arm, ltd. of the uk. other “lesser” competitors include tensilica, arc and the powerpc architecture from ibm and motorola (freescale

22、). china business objectives and strategymips technologies strives to make the mips architecture the technology-of-choice for embedded 32- and 64-bit soc design in china. mips technologies will license its ip to the chinese government and chinese system companies and silicon vendors. furthermore, mi

23、ps technologies will leverage the extensive knowledge base of its technology at chinese universities.mips technologies will establish a significant presence within china. by november of 2004, the company plans to open a design center in shanghai that will serve as the headquarters of mips technologi

24、es chinese operations. the company intends to staff the office with up to twenty chinese national personnel by 2005 covering the engineering, sales and customer support disciplines. written preview proposal should include the following:- china-based capabilities and experience- thorough description

25、of relevant experience and/or involvement in the semiconductor industry, related semiconductor technologies and other related markets- proposed agency team including personnel profile, experience, biographies, account management, support team and executive team- agency compensation models or expecta

26、tions such as monthly retainer, project fees, staffs hourly charges, etc- sub-contracting fee structure- billing processes and examples including surcharge percentages and tracking and reporting processes- examples of status updates and monthly, quarterly and annual reports- organizational structure

27、 to include general employee retention and satisfaction, agency philosophy and expected employee recruitment plans- current and previous client list- references- complete list of services offered- agency and outline of presentation and list of attendees and participantspresentation should address th

28、e following areas:section 1 agency background and overview (30 minutes)- demonstrate:o expertise in pr consulting in chinao ability to produce strategy, messaging and tools that can be leveraged globallyo familiarity with mips technologies target audiences: customers, partners, press, analystso view

29、 of mips technologies reputation: strengths and weaknesseso awareness of competitive pr activity, agency practices and application of competitive knowledgeo ability to challenge internal communications and executive teams while acting as team playero flexibility to accommodate product and program ch

30、angeso training process and programs for new team memberso quarterly, biannual and annual account review processo experience and qualifications of executives, account and other account resourcessection 2 case study review (30 minutes)section 3 q&a (30 minutes)case studyplease provide details as to h

31、ow your agency would strategically approach and execute the following scenario. we are not requesting your complete implementation solutions in this case study; we are most interested out-of-the-box thinking that goes beyond commonplace pr tactics.situation:mips technologies will launch its official

32、 china business operations during late fall of 2004. arm holdings, ltd. of the uk has a two-year advantage on mips technologies and is well established with many of chinas government ministries and large system companies and silicon vendors. arm participates in many of chinas ic-related tradeshows a

33、nd leverages its high-profile design wins with leading cell phone manufacturers. mips technologies has unannounced chinese customers and is actively building relationships with key chinese government entities and universities. the company has ongoing sales activities within the country, and mips licensees such as toshiba, pmc-sierra, broadcom, amd, ati and others actively sell their mips-based silicon to chinese customers. mips technologies executive management is fully committed to supporting its china strategy.mips technologies