32 MANAGEMENT EVENT PORTRAIT 33

Sales Under ETAS New Leadership

For almost a year now, the England-born Christopher White has been a member of the Connections 2014 ETAS Executive Board of Management and in charge of sales. The RealTimes editorial team had the chance to talk to him about his career and his expectations for working at ETAS. All about AUTOSAR Over 50 participants attended ETAS Connections 2014, which took place recently at the Mr. White, could you please tell Group, i.e., Ford Motor Co. and convincing nature of the growth Christopher White us which career steps guided you their subsidiaries at that time, strategy set out. The future outlined is Executive Vice Robert Bosch Haus in Stuttgart. On the agenda at the management event were AUTOSAR, to ETAS? I was responsible for the worldwide by the ETAS Board of Management President Sales of cooperation on software development, and the issues raised in this regard by current topics Christopher White: I studied sales team leading all commercial is truly challenging, and I’m excited ETAS GmbH. Electro-Mechanical Product Design activities. In 2010, following the to have been invited to contribute. such as highly automated driving, Car-2-X communication, and safety. and Engineering at the Thames re-structuring of Ford, I moved to Valley University in London and at the U.S. where Ford is headquar- Where do you see the strengths Following the welcome address cisive feature of software, given important elements for cooperation Newcastle University. My first job tered in Dearborn, Michigan. of ETAS? by Christopher White, Member of its size, its long usage period, and between OEMs and Tier 1 suppliers. was as a Design Engineer for Vacu- Christopher White: The growth the ETAS Board of Management growing security requirements. Dr. Mouham Tanimou, Senior Con- Blast Ltd., a manufacturer of special When did you first get in contact rate of electronics and associated with responsibility for sales, Profes- ETAS sees AUTOSAR as a pre- sultant for Model-based Software purpose machinery. Following this, with ETAS? embedded systems software is sor Dr. Erhard Plödereder from the requisite for the use of advanced Development and Software Sharing I worked as a self-employed design Christopher White: My first proj- breathtaking. ETAS has the prod- Institute of Software Technology development tools. at Bosch, discussed a project under- engineer in several industries, in- ect at Bosch UK was an ESP devel- uct and services portfolio in place to at Stuttgart University guided his Steffen Lupp, Vice President for taken by MAN which involves proto- cluding defense, consumer electron- opment at BMW and Land Rover, ensure that customers can launch listeners through the technical part Automotive Software at the Bosch typing an EDC17 engine control ics, retail, and banking. Eventually, and within the scope of this proj- software-rich products reliably, effi- of the program, which featured Automotive Systems Integration unit, the engine, and the exhaust I found myself in the automotive ect I first came across ETAS prod- ciently, and with high quality. I see speakers from Daimler, BMW, Corporate Department, provided an gas treatment as a virtual system in industry, working for TRW Auto- ucts in the form of an ECU interface ETAS as having the flexible, multi- Bosch, and ETAS. outlook of new architectures and INTECRIO. The simulation’s high motive Electronics Ltd., a global called ETK. So with this and from faceted solutions necessary to pro- In his presentation, Dr. Stefan the continuation of the standard. predictive power makes it possible supplier of switchgear technologies an early stage of my Bosch career vide customers with peace of mind Schmerler, Head of Networks and He predicted a shift toward service- to effectively move software testing and airbag ECUs where I worked I knew ETAS as the supplier for when facing these challenges. Standard Software at Daimler AG, oriented software architectures. and calibration upstream in the for five years. delivering measurement, calibration, ETAS is able to support the em- emphasized the benefit of using the For BMW, what is most important development process. and diagnostic development tools bedded systems development pro- standard consistently throughout is the reuse of software, as this The highlight and conclusion of the Subsequently, you joined the Bosch for the automotive market with a cess through all phases of the the development process. When accelerates the pace of innovation. technical part of Connections was Group and started as a Program reputation for excellent products V cycle. Given this, ETAS is uniquely used in tandem with a virtual Consequently, BMW will start the panel discussion between the Manager in the BMW-Rover team and service. positioned to provide the holistic display of systems, Schmerler ex- rolling out AUTOSAR 4.0 as soon speakers, which featured lively and later as the Nissan Team Leader, solutions that today’s customers are plained, AUTOSAR makes it possible as 2015, explained Simon Fürst, audience participation. One thing both in Denham in the UK. After What made you want to meet the seeking. ETAS provides compelling to integrate and validate vehicle General Manager for Software that everyone agreed on was that that you moved to Cologne, Ger- challenge at ETAS? “cradle to grave” support and functions before the target hard- Architecture and Platform Software the “rolling standardization” made many. What did you do there? Christopher White: What attract- solutions, and with this, is truly ware is available. at BMW AG. Fürst also singled possible by the AUTOSAR develop- Christopher White: In 2002, I ed me to ETAS was most of all the capable of delivering competitive Friedhelm Pickhard, Chairman of out open source, agile process mod- ment partnership was a prerequisite joined Bosch’s Car Multimedia ETAS staff with its reputation for advantages that are reflected in the ETAS Board of Management, els, and continuous software inte- for the future development of Division in Cologne. As the Global excellence, the dynamic nature of the superior nature of our develop- concluded that quality is the de- gration in virtual environments as vehicle systems. Key Account Manager for the Ford the application fields, and the ment activities.