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Insights Unlocked

3 Posts authored by: Sandra Cipriani Employee

On a recent Uber ride in Colorado Springs, my driver was a retiree of Anheuser-Busch, who recently started his Uber career mostly for the social aspects of the job. With pride, he talked about the start of his career at Anheuser-Busch as a truck driver, delivering beer to local restaurants and working up the ladder and becoming a sales and office manager. He benefited from the national introduction of Bud Light in the 1980s, which is now one of the best-selling beer brands in the world.

As usual I was looking for connection points and similarities to our industry, particularly in the sales organization. On Keysight Investor day, Senior Vice President of Global Sales, Mark Wallace, outlined three areas that triggered me to strike up the following beer-to-high-tech commonalities:


  1. Direct and indirect sales model: Keysight has more than 650 channel resellers and solution partners to reach every single engineer who could benefit from our test equipment, solutions, and services. My Uber driver emphasized the importance of scalability by selling to 7-Eleven stores around the city, touching customers who might not be touched through their traditional channels.
  2. Deep customer connections: Just as our retiree knew each and every restaurant, convenience store, and even military base in town, our 2700 Keysight customer-facing and customer-support resources foster deep customer relationships on a daily basis, serving more than 32,000 customers in 100 countries around the world.
  3. Innovation is a constant requirement no matter which industry we’re talking about. According to Forbes magazine, the number one beer trend of 2018 is “better beer.” While classic domestic beers, such as Bud, Miller and Coors still dominate but are declining, other styles of craft beer, India Pale Ale (IPAs) or wheat beers are rising in popularity. Correlating this to electronic test and measurement, we see market segmentation as well. What was good enough twenty years ago is no longer sufficient as demands for better quality and sophisticated needs rise. Keysight welcomes a similar challenge. To drastically simplify, our solutions might well be the IPAs and our traditional products are the Buds, Millers and Coors of this world. Our classic products and hardware are still very central and core to our customer’s success. Our deep understanding on market trends, participation in standards bodies and hundreds of customer engagements all come together in workflow solutions, layering software and hardware while assisting our customers with their productivity and cost challenges.
  1. As an example, just recently Keysight and Qualcomm Technologies, have achieved 2 Gbps LTE download data speeds using Keysight’s 5G Protocol R&D Toolset solution and Qualcomm Technologies’ mobile test device. The 5G protocol test solution, a part of Keysight’s suite of Network Emulation Solutions is the only seamless radio frequency (RF) and protocol workflow approach that enables chipset and device manufacturers to efficiently develop and test the latest 4G and evolving 5G standards in a single solution.
  2. Or, as seen at the Optical Fiber Conference (OFC) in March, Innolight, a global leader in high-speed optical transceivers, uses a wide array of Keysight solutions in the development of their 400G OSFP 2xFR4 and LR8, 400G QSFP-DD FR4 and SR8 transceivers for 400G PAM4 data center applications.

These are just two examples of Keysight solutions. Whether you innovate designs as a 5G device manufacturer, an LTE service provider, or a car manufacturer, Keysight helps you to get there faster while creating, optimizing, and monitoring with more confidence.


I hope you enjoyed this Uber detour with some beer tasting of domestic classics, IPAs and craft beers. Please feel free to comment. Prost!

On my Uber rides, I talk to drivers who are artists supplementing their income while establishing themselves in the world of painting, drawing, sculpting or photography. Recently, I talked with an Uber driver artist about painting techniques and the history of perspective and use of vanishing points to create an image with convincing depth and an illusion of a 3-dimensional space. Paintings with buildings in the distance are typically achieved by drawing them much smaller than buildings in the front. Technically, orthogonals (parallel lines), the horizon line, and a vanishing point are the three components used to make objects in a picture look increasingly smaller as they near the vanishing point and give it a 3D look.

While there is evidence that ancient cultures like the Greeks and the Romans had figured out depth illusion, it was not until 1415 that Italian Renaissance architect Filippo Brunelleschi painted the first picture with a vanishing point and true depth. Before that, paintings had a flat look to them.


Brunelleschi's famous "mirror experiment" demonstrated his use of mirrors to sketch the Florence baptistry in perfect perspective, and the mathematical calculation he employed to scale objects within a painting for that realistic appearance. This monumental discovery, was first used by fellow artists in Italy such as Donatello, Andrea Mantegna, and Leonardo DaVinci. German artist Albrecht Dürer used the perspective more than 100 years later. I cannot help but wonder at how long it took in those days for innovation to “travel” in order to get adopted?

How amazingly fast are those adoption cycles today. In Keysight, we not only use every opportunity to connect with industry leaders at conferences, consortiums and plugfests, we also make sure we are actively driving and fostering new innovations while leading and participating in over 30 standards bodies such as the 3GPP, PCI-SIG and JEDEC to name a few. While face-to-face interactions are very effective, we also ensure scalability, connection and collaboration with engineers all over the globe in a timely manner through a variety of digital channels. I’d like to highlight a few:

  • EEs Talk Tech Podcast Series: Inspired by over-the-cubical-wall conversations about the changing world of electrical and electronics engineering, Daniel Bogdanoff and Mike Hoffman set out to create an electrical engineering podcast. Covering a broad range of topics from the basics of electrical engineering to the tough engineering problems of tomorrow’s technologies, Daniel and Mike bring in members of Keysight’s engineering team to provide their unique perspectives. Listen in the 2nd and 4th Thursdays of each month as Daniel and Mike take a break from their day job to talk about electrical engineering news and industry trends.
  • Check out our engineering YouTube channels, a place where electrical engineers of all disciplines and ability levels can come to get problem-focused, example-based guidance to solve their toughest engineering challenges and stay up to date with current industry trends.
  • Please comment and interact with us while getting the latest tips and techniques from Keysight’s product and technology blogs. Hear from our experts on the design and measurement advances to solve tomorrow’s technology challenges. Discover reflections, lessons, and insights from Keysight thought leaders on the technology and business issues of interest to today’s electronics industry. Whether you are connecting the world or the devices around us, making the world safer and more secure, or advancing technologies that make our lives and our planet better, we are proud to be your measurement partner. We invite you to visit often, subscribe, and give us feedback on topics you’ve found valuable.
  • Join us every month for an hourly webcast on a variety of test and measurement topics as part of the Keysight’s Engineering Education Webcast Series. This global webcast series covers fundamentals topics such as signal integrity, spectrum and signal analysis or RF & Microwave Component Measurements. For our Asian customers, we will accompany the webcast with subtitles in Korean, Japanese, Simplified and Traditional Chinese.


I hope you enjoyed this Uber detour from innovators such as Filippo Brunelleschi in the 15th century to Keysight engineers today. Please feel free to comment.


Vanishing Point painting by Lea Rilling
Pencil drawing colored in with aquarelle with two vanishing points laying outside of the drawing.
Artist: Lea Rilling, Bingen, Germany

Occasionally, I take Uber rides and they are almost always a guarantee for fascinating conversation, allowing me insights into very different industries and topics, yet always discovering connections to the industry I work in. Just recently, I took a ride back home after dropping off my car for the 80,000 miles service appointment at my local dealer.

The driver was in the knitting industry, working at a local yarn store in town. We started talking about the tremendous transformation in the yarn and knitting industry with trends like online retail, luxury fabrics and community building. Especially, the latter point reminded me about commonalities with our test and measurement business and the Keysight Leadership Model. Really? You might think – how can something as low tech as knitting have anything in common with high tech topics such as 5G wireless technology or Industry 4.0?

Before I get there, let me start by saying that I remember knitting from my grandmother in Germany – after World War II. Knitting was one of the cheapest possible ways to build a durable sweater or socks for the most utilitarian fashion, that we could afford in our family. Even our home decorations were done by her amazing crochet skills. Today, knitting sometimes is an expensive hobby, with exotic fabrics, a high-end luxury fashion trend or other times an artsy Etsy business with sales at a premium price.

Now, knitting and Keysight connect on two different levels:

  1. Deep Customer Relationships
    • Keysight Technologies just introduced the Keysight Leadership Model (KLM). Besides fundamentals such as capital allocations, profitable growth, operational discipline and financial management, at the very core of the model resides our customers’ success. This is achieved by nurturing deep relationships, truly understanding their problems and delivering leading edge solutions through speed and agility. This is the cornerstone of everything that we do.
    • As recently demonstrated at Mobile World Congress and described by our CMO, Marie Hattar, we illustrated some of those deep relationships with Qualcomm, Samsung, Datang Mobile among other leading players in the industry.
    • Our local yarn store is applying the exact same principles: By closely listening to their customers, they found out that there is a true need for community building, stress relief, knitting groups and sharing, and making lives more comforting and connected. These knitting groups are now a cornerstone of the business even attended by customers who seek health benefits such as lowering heart rate and blood pressure.
  2. Industry 4.0
    • The textile industry among many other industries is going through the transformation of Industry 4.0, the interconnection of information technology and manufacturing processes. On March 6, 2018, at Investor Day, our Senior Vice President of the Ixia Solutions Group, Mark Pierpoint, mentioned that only 40% of industries have been digitized, which gives Keysight a huge growth opportunity for our products, solutions and services. Connecting and analyzing information technology resources, and delivering insights require improvement across traditionally disconnected manufacturing processes. This is where Keysight helps.
    • The introduction of new products and processes to enable the yarn industry to adopt Industry 4.0 to its customer base can benefit from Keysight platforms, such as Pathwave. Pathwave enables sharing of analysis and results as innovations take place in new processes all the way from the design phase through validation and manufacturing test.


I hope you find this Uber detour interesting. Please feel free to comment. In the meantime, I will dig out this light-yellow crochet table runner that my grandmother gifted me years ago. It perfectly brightens up my kitchen for the spring time.

crochet table runner