A Novel Customer Discovery Approach for Sensor Submodules in Distribution Channels
ABSTRACT
The semiconductor industry operates within a complex and dynamic global landscape, where understanding the ultimate end-customer and their specific application remains a significant challenge due to intricate distribution channels. This presentation proposes a novel, data-driven customer discovery approach designed to bridge this critical visibility gap. By strategically deploying and integrating advanced analytics tools, manufacturers can gain unprecedented clarity into buyer intent and emerging application trends. The Bosch BMV080 particulate matter sensor serves as a compelling case study, illustrating how this methodology can transform market intelligence gathering, optimize lead generation, and accelerate responsive product development, thereby fostering sustained growth and competitive advantage in a highly technical and volatile market.
BIOGRAPHY
Marcellino Gemelli received the ‘Laurea’ degree in Electronic Engineering at the University of Pavia, Italy while in the Italian Army and an MBA from MIP, the Milano (Italy) Polytechnic business school. He is currently based in Sunnyvale (CA) USA, responsible for business development of Bosch Sensortec's MEMS product line. He is also an angel investor and advisor to tech startups. He previously held various engineering and product management positions at STMicroelectronics from 1995 to 2011 in the fields of MEMS, electronic design automation and data storage.
In 2025, Marcellino was honored with the Knighthood of the Italian Republic for his MEMS invention that is estimated to save more than 10,000 lives each year in the US alone.