Rupert Baines is a well known figure in the telecoms industry; he was the CMO of the innovative company picoChip, which later got successfully acquired by Mindspeed Technologies. He has recently been appointed as the new CEO for UltraSoC.
Rupert discusses the complexities of working in the telecoms industry and how he navigates life as a CEO.
What is unique about your business?
We have developed a product that helps people develop the complex computer chips - the ones that power computers, cellphones, the Internet infrastructure etc. Specifically, we make semiconductor IP (intellectual property) that gets built into modern, sophisticated SoC (system on Chip) devices. This helps people debug and develop them: accelerating time to market, reducing cost & risk, and meaning fewer errors or bugs.
How does your business benefit from an Innovation Centre location?
Obviously there is an advantage in simplifying our life. But there is also a huge boost from being around like-minded people, and from the support and expertise within this building.
If you could offer an entrepreneur one piece of business advice, what would it be?
Hire the best people.
How do you and your team stay on top of industry trends?
That is a good question: hire smart people, give them some autonomy and let them be curious. We are fortunate that information has never been easier to find.
How do you distinguish yourself from your competitors?
The main competition is in-house solutions: customers who develop their own technology because they need it, not because they want it. In contrast, it is our product: we succeed because people *do* want it. It is easier to use, more efficient, more versatile, makes engineers more productive than the in-house alternative.
How do you see your industry developing in the next 5 years?
As we want better cellphones, faster Internet, newer products, the SoC industry continues at its dizzying pace.
How do you deal with challenges in business?
Friends. Family. Red wine.
Have you ever turned down an opportunity/a client?
Not yet in UltraSoc, but in past companies yes. And I would do so again as not all business is good business. If you feel it isn't right (for you or for them) you should say.
What are your thoughts on crowd funding?
It is a great idea. Sadly, not appropriate in our space, but a great innovation.
How much importance do you place on mentoring?
I think it is hugely important and should happen more.
How much importance do you place on social media?
It can be very powerful: obviously, most familiar in B2C, but increasingly Twitter, LinkedIn posts etc are becoming very influential in B2B and technology.
Which leaders do you admire and why?
Robin Saxby - ARM.
James Dyson - Dyson.
People who made a difference, created business and created a lot of value, people who changed things - but did it with integrity.
And, yes, because they did it in Europe.
How do you maintain a work/life balance?
It takes effort, and while I try to do it, I don't know that I do a good job. But you have to consciously schedule time: to go away, to switch off. One answer is to go to places with no cellular coverage: then "I'll just check email" is harder...
What would you say to aspiring entrepreneurs who are trying to figure out their motivations and values?
Just go for it. You will figure them out by experience. There are some really good mentors or career coaches around - but for most people "I'm waiting to figure out my motivation" is an excuse to procrastinate.
LinkedIn: UltraSoC Technologies
Twitter: @UltraSoC
St John’s Innovation Centre was founded in 1987 by St John's College, Cambridge, the first pioneering business incubator of its kind in Europe. The Centre now provides almost 5,000m2 of managed workspace and flexible leases, currently occupied by around 87 companies and is also the base for around 350 virtual tenants most of whom are also startups.
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