Introducing an Open Software Platform Poised to Revolutionize the Semiconductor Industry
Bringing a collaborative data and analytics platform to life for Fabscape
Today's semiconductor manufacturers must juggle multiple single-vendor closed solutions to produce chips. The equipment vendor we work with recognized that traditional siloed software was no longer adequate to tackle modern challenges. This led them to develop Fabscape—an open, vendor-independent data and application platform. The problem? This novel approach is entirely new within the industry. Not only did we need to introduce Fabscape to the market at large, but to overcome entrenched proprietary habits that have historically limited software innovation.
While BRINK is not a dedicated semiconductor agency, Fabscape wanted a partner who could use a fresh perspective and approach to bring an innovative new product to market. They recognized that our commitment to deep immersion in our client work would allow us to speak to the product in compelling ways, without being industry insiders ourselves.
At BRINK, all clients benefit from executive accountability, authentic collaboration, and a talented team that truly immerses themselves in order to activate against growth goals with unparalleled creativity and efficiency.
The first step was to determine a strategy for where Fabscape fit into the market, who the primary users would be, and what the best ways to target them would look like. A holistic strategy was designed to break into the market using a combination of a sophisticated website presence, white papers, industry publications, press releases, webinars, paid ads, and organic LinkedIn posts.
BRINK identified three primary user groups for the Fabscape platform: foundries, equipment manufacturers, and developers. We created a clear statement summarizing Fabscape's purpose for all potential users: "Fabscape is the premier open platform for vendor-independent data monitoring, management, and analytics across the entire production line." We decided to focus first on developers as the key initial target. Working with the General Manager of Digital Transformation, we prepared to market a free Fabscape Core as a beta test environment for developers across the industry to try the technology. The expectation is that these developers will naturally advocate for the adoption of the paid platform.
From the Fabscape logo to the website, every marketing element was created from scratch with a refined design perspective. Today, a consistent visual story is delivered across email campaigns, paid ads, and webinar materials. Feature charts, futuristic imagery, and renderings of notoriously hard-to-visualize semiconductor technology processes all help put the value proposition front and center.
In addition to designing the fabscape.net website, the BRINK team helped set up a second website dedicated to the Fabscape developer trial. Before launching the free developer toolkit, we conducted QA testing and created a secure login page with two-factor authentication for new registered users.
The Fabscape developer trial launched in Fall 2022. As developers began to discover the free features of the Fabscape platform, the potential for conversion to the paid version grew significantly. The ultimate goal is to gain broad support for Fabscape as a truly open, collaborative industry platform and to drive positive transformation across semiconductor manufacturing practices.
To date, Fabscape's industry-leading perspective has been featured in more than six industry publications and a Semiconductor Digest webinar. Top prospects regularly engage with email content, and the equipment vendor partner who conceived the Fabscape concept continues to impress existing customers by applying Fabscape's capabilities to their own equipment. With a clear roadmap in hand, Fabscape is investing with BRINK to introduce the platform to experts both inside and outside the semiconductor industry in new ways.
Agency of Record (Ongoing)
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