products to our customers, we determined that we can be more effective But I want to home in on your strategy for sales, in other words, developing a sales channel as opposed to doing direct sales from the Valley. LM: Now, I completely understand that you don’t want to answer any questions about your financial numbers because your company is privately held. And you’re doing the same. The spokesman also said that part of this was to address unauthorized Internet sales which harm the company's business partners, but I'm not sure how selling online directly will address that unless the company maintains MAP. We are seeing customers come up with many applications we haven’t even imagined because they are enabled by the contractor and the cost-point of the technology. There’s lots of incredible talent, technical talent, leadership talent. They’ve brought sensors like yours into the hands of UAV users, companies that offer UAV-lidar services. You don’t need a five-thousand-dollar DJI Matrix. UPDATE - Here is an informal statement from a Velodyne spokesman regarding the change: Velodyne is still maintaining its relationships with dealers, retailers and distributors. AG: Thank you very much for your thoughtful questions and for the conversation. Velodyne has always been considered an installer-only and brick-and-mortar brand. You’ve now got quite a large, complex product line. As I said, I started in a world of million-dollar airborne sensors. I see SICK in Germany going that way. For more information, visit: Velodyne Online. All Rights Reserved. AG: The breadth of product portfolio is a key part of our strategy, because all the different applications we serve cannot be satisfied with a single technology. The only thing going away is independent sales reps. Can you imagine what you could do, even in a mid-tier car, to make the car much safer for the occupants as well as for the general public around them? Get the Audioholics AV Gear Guide Ebook FREE! The Laser That’s Changing the World, Prometheus Books, Amherst, New York, 314 pp. There’s the NavVis VLX, an indoor mobile mapping system. I come from the geospatial world and was with Leica in 2001 when it acquired a company that was making airborne lidar systems selling at more than one million dollars each. AG: I am very excited about the fact that we already have a significant number of customers—more than 50, I think. It’s a vast array of form factors and applications all the way from something as big as the wheel on the top of the car to now something that’s tiny. That is key because I think we have had a track record of being able to deliver this technology into these customer applications. Now you’ve got software too, and I suppose in order to gain market share, because it’s a very competitive world, as you said, you need to be able to offer solutions. There are so many different types of lidar needed for so many different applications. 118 Vintage Park Boulevard, Suite W-222. Sound off - what do you think? While this article was being finalized for publication, Velodyne made a major announcement about combining with Graf Industrial Corporation. You can go for something, maybe a thousand-dollar price-point. Velodyne Acoustics has named George Ross as general manager, previously director of marketing for the audio company’s real-time LiDAR sensors. Your company is growing, so the number of employees is growing and the influence that you will be having on offshore companies to which you outsource manufacturing is growing. He tried really hard to make me an automotive engineer. But a lot of this seeding activity over the past four or five years is now coming to fruition with many of these technologies effectively moving into the commercialization phase. I think that will make a difference because nobody else has really got anything just there at the moment. As we try to solve all these different applications going into commercialization, we have come to the recognition that there is a need for a broad portfolio. These technology investments we have made over the past four years really have come to fruition. So while it’s been, of course, a challenging time for all businesses, including ours, this has kept us very passionate and motivated, seeing our customers coming to the forefront in many of these different applications. And then some of them, for example, Agrointelli, are sales agreements. Either way, it's usually a matter of having better control over who sells their products and who's accountable for their success or failure. SPL-X is coming! There’s two things we want to do. Velodyne Lidar, Inc. announced a multi-year ... Vice President of Business Development, Velodyne ... invented real-time surround view lidar systems in 2005 as part of Velodyne Acoustics. Mr. So maybe you could talk about your sales strategy and sales agreements. LM: On the technical side, then, as opposed to the sales and distribution side, you’ve introduced the Automated with Velodyne program4, announced in April this year. I see Cepton, Quanergy going that that way. AG: Velabit is a culmination of a lot of work that we have done over the past four years around bill of materials, integration, miniaturization, and then just bringing efficiencies of scale. Even your eight-thousand-dollar Puck is a little bit of a worry to put on a five-thousand-dollar UAV in case it crashes! It started off with automotive investments driving the miniaturization of the technology, but today many different industries do so, including the geospatial world. These are not eight point-solutions that have been put together. So we’re definitely seeing a lot of interest from the UAV space, for that exact reason and also it’s a very light sensor, so from a mass perspective and battery life perspective, it’s pretty attractive. They are still a B&M brand. AG: Broadly speaking, this dovetails into the strategy that I was just telling you about. But what we’re able to do with something like Velabit is say—I’ve already jumped. June 17th, 2020 Velodyne Lidar Announces Multi-Year Partnership Agreement with Outsight. Stewart is the Managing Editor of the magazine. Outsight uses Velodyne Lidar sensing technology in its 3D Semantic Camera system that helps businesses and governments improve the analysis and management of people flow and assets in large crowded environments. Velodyne Acoustics HGS-10 Subwoofers ... (which has Since gone out of business only After closing their local shop!) the years," Hall says in the letter. So developments are seeing an explosion of interest and are driving lots of interesting discussions around new applications for lidar. We are seeing a lot of customers approach it with great enthusiasm and sign on to be part of it. And then it has this microlidar array technology. And then we’ll talk about the Automated with Velodyne program. Audio Reference of Germany purchased the subwoofer company lock, stock and barrel. First, the interview. After investigating, and hearing back from a rep, Velodyne is terminating its LM: Well, the next question, it’s unfortunate that I have to ask this, is about covid-19. We are able to support them as they walk the walk towards mass-market adoption of their technology by providing them the lidar and, in some cases, the software that allows them to scale this in the most cost-efficient manner. One is, of course, there are applications for lidar outside traditional automotive, where the customers are really looking for a hardware-software solution. I like to tell the story that my grandfather was actually an automotive engineer, in the automotive business in India. Velodyne has always been considered an installer-only and brick-and-mortar brand. AG: We are seeing a lot of our customers, especially in the small robotics space, develop and deploy solutions to help communities to deal with these issues. Velodyne Velabit: $100 lidar breakthrough. Velodyne Lidar, Inc. today announced a multi-year ... Vice President of Business Development, Velodyne ... invented real-time surround view lidar systems in 2005 as part of Velodyne Acoustics. LM: Yes, indeed—the CEO of Cepton said very similar words to me. This is extremely important, so we have added a second, short piece to explain the news. LM: I think there’s a parallel there—small integrators in the geospatial world, such as LiDAR USA, Phoenix LiDAR Systems or YellowScan, again full of very talented people. Our customers are transitioning and the business is transitioning from providing technology for research and development projects, to being able to provide mass market technology to all these different applications that are actually going out into the field. LM: So we come to the Velabit product, which you announced at a price point of one hundred dollars. Now you are six months into the CEO post. AG: It’s the quintessential American inventor story. As this continues, it will be a very exciting, intense and busy time for us as a business. representatives.". AG: Right. Again, we have a broad portfolio going from the Velabit to the VELARRAY to cover that space very well. Mr. Hall’s invention revolutionized perception and autonomy for automotive, new mobility, mapping, robotics, and security. I believe a lot of lidar in industrial and automotive segments is really a trade-off between high performance and manufacturability. When I was called by Velodyne I looked at lidar—to some extent it’s a free-space optical transceiver. SAN JOSE, Calif.- Velodyne Lidar, Inc. today announced a multi-year partnership agreement with Outsight, the company that is a leading innovator in Smart Cities monitoring. That’s what we’re going for! They were testing all the automatic emergency braking systems that are available across many different standard cars today. Velodyne Lidar, Inc. announced a sales ... invented real-time surround view lidar systems in 2005 as part of Velodyne Acoustics. Outsight's 3D Cameras Incorporate Velodyne’s Lidar Sensors to Provide Advanced Intelligence to Airports, Shopping Malls and Train Stations. Even in the automotive context, especially for driver-assistance system applications, we are seeing customers want a more complete software solution, because we understand the lidar that much better. We are proud to announce that the all new SPL-X series will soon be released. Solutions require software. We did an interview with Cepton Technologies—I suppose they compete with you—and one of the points that they discussed is this issue of production scale, what you do in-house, what you outsource, how you find good firms to outsource to. Imagine common base elements, common supply chain, even common manufacturing methods for a lot of the subsystems, common signal processing techniques and firmware, and common ASICs that work across all these different products—that’s allowed us to create the breadth of the portfolio. We want to continue to seed our technology into new and emerging applications for the usage of lidar. So if you see level four, level five autonomy, you still see the rotational 360° surround-view lidar, often roof-mounted, as being the reference architecture. If you want to buy a lidar (laser radar) system, they may be able to help. David and I spent a lot of time thinking about technology strategy and business strategy over these years, which enabled the transition to CEO. There’s many interesting conversations happening. AG: These are very interesting challenges, especially because lidar until very recently was new and emerging technology without that much expertise in mass manufacturing. That’s what allows us to be able to get economies of scale and leverage it. Velodyne Acoustics VA-907 Subwoofers ... After usin JBL for years, and thinking I was happy with it, I strolled into the WIZ "going out of business" rummage sale. His hope is that Velodyne can "reinvent itself They found that, for many of the cars, the systems barely worked in daytime and did a very poor job of detecting pedestrians and bicyclists. I really appreciate that. Do you want to say something to put them in context? Everything seems to be on the table, though we'll certainly keep an eye on this as things progress. We will assist you to find an Authorized Dealer or Service Center in your area to troubleshoot the product to confirm that service is required, provide any warranty or non-warranty repair services, and handle any inquiries for product parts and accessories. Velodyne’s founder, David Hall, invented real-time surround view lidar systems in 2005 as part of Velodyne Acoustics. Definitely that’s a trend that’s cutting to accelerate across the board for sure. representatives who have made numerous contributions to Velodyne over The Velodyne cost about 3 times as much. SAN JOSE, Calif.- Velodyne Lidar, Inc. today announced a multi-year partnership agreement with Outsight, the company that is a leading innovator in Smart Cities monitoring. Some of the first projects I worked on were such systems, bringing passive optical networking systems to the home. LM: Yes, that will be an interesting program that will grow and grow as time passes. 1 Neff, T., 2018. And they never worked in the night. David Hall and Velodyne get a good write-up in there. Shipping. From that perspective, it’s been like coming full circle to the things that I had worked on before. For some of the other companies in this space, it’s been a challenging time as well. We feel that Velodyne has made a very dramatic and exciting move. LM: It makes sense, but it’s hard keeping all these products—the product management is a challenge. But today, especially as form factors have gotten smaller, as ASPs [application service providers] have gotten much more accessible, you’re seeing this whole array of applications that are exploding into the commercial space Today lidar is not just an automotive story for us by any means. Velodyne still exists, but it appears that their audio business does not. It’s incredible that, even today, a lot of the participants in that Grand Challenge are very much still in the autonomy industry, in fact, in leadership positions across most of our customers. SAN JOSE, Calif.- Velodyne Lidar, Inc. today announced a multi-year partnership agreement with Outsight, the company that is a leading innovator in Smart Cities monitoring. Just to give you a sense, what I’m holding in my hand is an eight-channel lidar element which has fixed lasers, detectors and our own ASICs. He holds MA, MScE and PhD degrees in geography and geomatics from the universities of Glasgow, New Brunswick and Bristol, and an MBA from Heriot-Watt. So the interesting conversation we’re starting to have in the automotive space, with many of our customers, is: think about the fact that you have one-hundred-dollar lidar content plus some compute and software. You’re seeing many different applications around small robotics, delivery systems, security systems, smart city applications, just moving into commercialization on the back of how attractive this technology has become. In the context of automotive, up until now, we’ve gotten lidars to a few hundred dollars, where the automotive OEMs were thinking about lidar as still starting off in the luxury car segment. LM: Yes. Outsight uses Velodyne Lidar sensing technology in its 3D Semantic Camera system that helps businesses and governments improve the analysis and management of people flow and assets in large crowded environments. I made the quantum leap to give you something that’s so attractive from a cost-point perspective that you can afford to put a couple of hundred dollars of lidar plus compute content even in a mid-tier car. That’s been the other sea change that’s happened. It’s created a very nice ecosystem around the lidar technology. I came to the Valley and worked on many different products and projects. I also tried out the CT-80 and came to the conclusion that it would only be at home in rooms of 2000 cubic feet or smaller with this kind of plaster-damaging program material. We acquired the small software supplier mapper.ai in 2019. Those days, Bluetooth was the new “in thing” and we were building Bluetooth transceivers. I think you’ve got six pucks, two XDLs, VELARRAY and Velabit. Unfortunately, they were still selling at full list price. as again the most cutting edge and exciting audio company.". You’re seeing many companies die on the vine as well, especially in the harsh economic conditions. That allows us to provide them the technology that scales with their application—at the right price-point, of course. And often there, as in the examples that you quoted, we are now establishing these direct long-term relationships with our customers. Whether it is going to be good or bad for them depends on how well they can convince consumers that they are competitive in the Internet-Direct market - and whether or not they can drive enough traffic to their store through advertising and marketing. in serving the stereo enthusiast by offering products directly from Dealers and resellers will still have access to dealer pricing and will be able to receive that pricing via the web upon checkout. The Company offers cabinet style, in-wall, in-floor, and in-ceiling speakers, as well as subwoofers. LM: Yes, indeed. I refused and became an electrical engineer. https://www.aaa.com/AAA/common/aar/files/Research-Report-Pedestrian-Detection.pdf, https://velodynelidar.com/blog/automated-with-velodyne-ecosystem-video/. We arranged to interview Velodyne Lidar’s new CEO, Dr. Anand Gopalan, in mid-January 2020—only ten days after Anand was promoted and founder David Hall moved up to chairman—but a family emergency cut short the trip. The co-marketing efforts, as well as the education efforts around the technology, increase and speed up societal acceptance of the customers and technology. 3.9 out of 5 stars 6. SAN JOSE, Calif.--(BUSINESS WIRE)--Velodyne Lidar, Inc. today announced a multi-year partnership agreement with Outsight, the company that is a leading innovator in Smart Cities monitoring.Outsight uses Velodyne Lidar sensing technology in its 3D Semantic Camera system that helps businesses and governments improve the analysis and management of people flow and assets in large crowded … But are you still making subwoofers? The DEQ-15R starts with Velodyne's high quality Class D digital amplifier cranking out 1500 watts dynamic power and 750 watts RMS. That’s all good news. LM: I don’t want to spend much time on history, but I think you may have seen a book about the history of lidar by Todd Neff 1. They feel that the lidar provider can add much more value because they understand the output of the sensor much better. There’s an incredible amount of talent in the space. I think that’s the nature of Silicon Valley. I think you’re seeing some of the very big players in the space want to use these smart solutions developed by these integrators, incorporating lidar to solving some of their big delivery e-commerce challenges. Velodyne Lidar, Inc. today announced a multi-year partnership agreement with Outsight, the company that is a leading innovator in Smart Cities monitoring. Velodyne Lidar, Inc. today announced a multi-year sales agreement with Blue City Technology, developer of a Smart City system for traffic monitoring.The Blue City Technology solution, equipped with Velodyne’s lidar sensors, helps improve road safety and mobility by providing real-time multi-modal traffic data and analytics to traffic lights. And I think we will continue to expand our footprint globally and impact both directly and indirectly all these different companies which are working with us, buying our product, manufacturing our product and supplying subsystems into our applications. 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