Let us save lives together with technology. XeThru Rubble Program

After one year of crazy technology development I am returning to my blog. We developed a lot of new technology and have started to deliver good volumes of our extremely sensitive vital signs detection technology XeThru.

The main reason for writing this is because of the terrible tragedy in Nepal recently. It is impossible to not be moved when so many people die under circumstances like this earthquake.

Every day since the earthquake I have been thinking of how our XeThru technology could have saved lives in Nepal. I did check with our customers using XeThru for human finders and realized that we have to spread the technology more widely to ensure radar based human finders are available when such tragedies happens. Fortunately it looks like NASA was helping out in Nepal with their human finders


In order to create more technology like this I want to invite partners to develop and share technology to people who want to design solutions for rescue operations like in Nepal.

We at Novelda will give technology for free to individuals or groups that can demonstrate the ability to design such devices. A human finder will typically consist of a XeThru radar SOC, directional high gain antennas, signal processing units and RF design to amplify the transmitted and/or the received signal.

We do already work with a sweetish company on such technology:


I wan to invite other companies and designers to work with us to design a reference design that can be used by makers ,semi professionals and professionals to make this type of devices available around the world. I want the algorithms to be open source so this type of technology develops fast. Please get in touch with me if you want to participate in a program like this. This will not be the way we make a lot of money, but if we can save one child or adult from rubbles it will be all the payment we need. use alf-egil.bogen@xethru.com

We will enable a forum on our web site www.xethru.com so the resources can stay connected. We are a small startup and cannot fund all this alone, but we will offer our unique chip technology for this program.

  • Companies or individuals:
  • Antenna designers
  • Radar experts
  • Signal processing experts
  • RF designers
  • Embedded designers

Shall we work together to make a difference ?

The XeThru Rubble Program starts here now.


Alf-Egil Bogen

CEO Novelda

Apple Co-Founder Steve Wozniak in Trondheim

Friday was a special day for everyone interested in electronics and computers in Trondheim.

Two student groups Startit and Spark were able to get the Co-Founder of Apple to visit the university where I graduated in 1992. For those of you who do not know the history, he was the Engineer that build the fist Apple computer. He and Steve Jobs established Apple in 1976 together with Ronald Wayne who a year later sold his shares to Jobs and Wozniak for $800.

Wozniak was the star of the student arrangement and was the last person to enter the stage.  They originally had a fairly large auditorium set up for the event, but they sold out all the tickets immediately. Then they moved it to the largest auditorium at the university and it was packed! It was a lot of student, journalists, business people and investors that wanted to listen to his story. And he did not disappoint us.

Wozniak mentioned two interesting reasons for success. First, he had no money and had to build Apple step by step for as little money as possible. Second, he had never done it before and had to be creative and think out of the box. These two things made them think business and differentiation from day one.

Another interesting thing was his comments about being market driven.

The combination of strong engineers, people with good market and customer insight is of course a perfect combination. If you combine that with good marketing and presentation of the result it will produce results.

Without any comparison, this is what we did at Atmel when we build the AVR products that led to a 1 Billion dollar business for Atmel. Still without comparison it was interesting to listen to how Wozniak described a model that was almost identical to what we did when we build AVR. And identical to many many other success stories in the industry.

I think there are a few very important lessons in this. The second most important thing after getting the right people will be to burn as little cash as possible. We all know that things take longer then expected and to run out of cash is no fun. This is an area where we in Norway have something to learn. It is not joke that many Bay Area companies start up in crappy offices like a garage. And when they move into an office they are packed. Like Tesla, Nest and many others. I remember the first Atmel office in Trondheim where we had one box as table and another box as the chair. No furniture at all…We rented a corner in a lawyers office and had to pay in advance. Due to his heavy smoking we had to leave it after a few months.

Apple stared in a garage in Los Altos, California. Funny enough Wozniak claims that Apple was not driven from the garage, but rather the bedroom! Steve Jobs took his sales calls from his bedroom and was on the street selling when he was not there. He also talked about how they worked long hours to avoid adding more people then they really needed.

To get money to start Apple Wozniak had to sell his most valuable possession!

Wozniak was clearly a very talented engineer and had a lot of in-depth stories about things he had developed. All of it sounded like groundbreaking stuff.

Like most Engineers Wozniak had a lot of practical jokes. Here is a good one:

Wozniak sounds like a great guy. I wish him well.

Here is a longer, but better video from a local newspaper



Why do Google Buy Nest ?

First I have to congratulate Tony and Matt for the sale of Nest to Google for $3.2 Billion read their blog here ! What a fantastic ride ! The big question is then, why do Google put this amount on the table for a smoke detector and a thermostat ? Like all technology company acquisitions there are more behind it then the public will know. In my view this acquisition is the next step for Google to rule the Internet Of  Things, that has become the new buzzword everyone have to mention all the time. To understand Google´s rational we have to look at a few trends. We have been used to use our phones and tablets to connect with our 1000+ friends via Facebook and other social media tools. Many people have also connected it to information their heart rate, work out distance, GPS, restaurant visited and so on. And of course published this together with a picture of their healthy sushi meal.  We also see a rapidly  increasing trend that we want to connect to our belongings. On my phone I can monitor and control my car, I can see through the surveillance cameras outside my house, I can control the temperature and lights on my cabin and so on.  Nest took this to the next level by connecting us directly to each individual thermostat and fire detector in the house. In addition to that they developed devices that “learned” about our lives and adapted to it. Of course we need to check in with them daily, they have a soul! Actually the devices understands us Tony and Matt are super smart guys. When they left Apple I am sure they had a vision far beyond what we have seen so far, and they have build a team that can execute this vision. This is what Google paid $3.2 Billion for. I am sure we will see many internet connected gadgets from Google in the time to come. This is a war where we as users are what they are fighting for. The big players are Apple and Google followed by companies like Samsung. This war opens huge possibilities for inventors and start-ups. The need for all the “Things” that connects to internet will grow so fast that there is now way any company can come up with all the right ideas and develop all the right technology fast enough through organic growth. So go out and invent new things that connects to your phone ! I would like my kids toothbrushes to connect to an app so I can see that they are really brushing their toots for minimum 2 minutes. I also want it to take a daily picture, or maybe a monthly x-ray so it can detect hidden holes. If you think about it there is no limit to where this can go. Like it or not.. We are actually willing to trade 2 weeks for less then one day of battery lifetime in our phones for this. The new question is not the battery lifetime, but the battery charging time. I hope the battery lifetime continues to exceed the charging time.

A successtory that has just begun

Spending last weekend together with Matt Rogers (Rogers on Twitter) from Nest was exiting. We talked a lot about technology, innovation and how it happens.  Through Matt Ocko (Ocko on Twitter), a very connected businessman in the bay area I also got to know Tony Fadell (Fadell on Twitter).  Matt Rogers and Tony Fadell both worked at Apple for many years. Tony is known as one of the fathers of the iPod and he hired Matt Rogers to do the iPod mini. Tony left Apple in 2008.

While building his new home he was looking for a thermostat that was functional and looked nice. Hi could not find any and together with Matt Rogers he set out to design one.

In May 2010 Fadell and Rogers co- founded Nest in a garage in Palo Alto (like Apple did).

I have visited them two times and I just have to write about this as I think it will be a new Apple. Their creativity is second to none and the speed they are moving are just amazing. After 4 years they have more then 400 employees and sell a lot of products. I remember when they launched their thermostat  a while back with this video:

Recently they also launched the brand new fire detector Nest Protect.

There are two things with their product I like and that I think are setting them apart. They look nice, and they are very adaptive to the user. By using smart algorithms their products adjust to the environment and the user over time, giving the products more tailored performance and improved experience.

Nest has hired a lot of their engineers from Apple and I think this is an important success criteria. To hire people that you know are good, and that you know have done it before always speeds up your way forward. This will always improve the likelihood of success and attract good investors to support a fast growth.

I asked Matt how hard the people at Nest worked to be successful. His answer was “whatever time you go to the office, weekday or weekend the office will be full”.

And their office is by no means luxurious. They keep the cost down on everything they do to reduce their spend.

I believe this is the model to adapt. To start a new company with a group of 8—4 workers is not going to work. To start a new company means keeping the cost down and the work hours up. The amount of work is unlimited and you just cannot effort all the heads you would like.

On the other hand the employees need to be able to share the pie when it gets bigger. They need to see this as an opportunity to earn money so they later can be more independent and relax or start another company. I am not saying that money is everything, but let´s face it: It is important for an employee that dedicates so much time to build a company to get a significant reward.

Here is where the US model works better then the Norwegian one. In US stock options and shares in the company are much more common, although we see more of this in Norway as well.  This is how they keep the American dream alive in people and get them to work hard to achieve it. The first employees at Nest will make good money. So will all their employees if they succeed. So will the employees at Tesla which is another company I admire a lot. In my view Elon Musk Musk on Twitteris a new Steve Jobs. A visionary that works extremely hard to achieve his goals.

But keep in mind that they do not do it for the money. They do it because they have a passion for innovation and want to improve something they believe should be better.

Joining Silicon Labs Board of Directors

After a round-trip in the US in September to meet all the directors of the board at Silicon Labs I have now signed up for the task and participated at the first board meeting in Austin, Texas.

After more then 20 years in the semiconductor industry and nearly 18 years at Atmel building the AVR product line and serving as CMO for the last years it feels good to be able to use all my experience on new challenges. With the recent acquisition of Energy Micro this becomes even a better fit for both Silicon Labs and me. It is interesting to see how a big American company really values the semiconductor competence what we have built here in Norway. I will get back with another article about this soon.

To be a member of this BOD will also expand my network into other technology companies, investors and business angels. As CEO of Novelda this becomes very useful as we are building Novelda to be a real solutions-provider of smart-sensors for proximity and presence based on our proprietary Ultra-Wide-Band radar chips. To expand my network was also one of my goals when I went to work in California a few years back.


This was more an update from side. I will get back with some more valuable articles soon.

Thanks for reading

MakerFaire in Trondheim 2014

Finally we have established the organization Trondheim Makers to drive an innovation culture in Mid-Norway. This is a real teamwork in the region to inspire people to experiment and build new things.  We already have a lot of good initiatives in Trondheim for innovation and Trondheim Makers will try to involve all these to ensure we do not reinvent the wheel. The great thing about MakerFaire and the Make community is that it is very international and capture all ages of people that are curious. Please visit http://www.makerfaire.com to get an idea about this.

We will need all companies, organizations, people, investors and others to help us with this. It is a non-profit initiative and the money we collect will be solely used for the purpose of driving this organization and to create activities in schools and other organizations to inspire the community we want to meet at MakerFaire in Trondheim 2014.

Picture Trondheim Makers

Trondheim Makers established Friday 13. September.

From Left representatives from: Kantega, Pstereo, Atmel, Olavsfestdagene, Powel, Trønderenergi, Tlab, Novelda, Røe Kommunication, Norwegian Creations, Hist, Statoil, Trondheim Kommune.

I am proud of the fact that Bård Benum from Powel and Randi Wenche Haugen (x Olavsfestdagene) wanted to join as board members. They are both very passionate about innovation and culture and really care about their city. We also have a few more people joining the board soon to ensure we have the right mix of people. This will be people with good connection to young entrepreneurs at schools and with good connection to the Make community in Trondheim.

Please visite our WEB site http://www.trondheimmakers.com

Send us a mail from that site and help us get this rolling.

Please help us spread this word.



Trondheim Makers

Novelda radar count my heartbeat from a distance !

I have now been on board for almost a month! After visiting customers and investors I am very exited about this.

The technology is very interesting and can solve many problems that existing sensors cannot do. The Novelda radar is basically a Ultra Wideband radar that sends out very low energy pulses at a frequency up to 10GHz. You can think of the impulse radar as a sensor that sends out a pulse and then measure the time until it returns. This time will represent a very accurate distance to the object.

The great thing about the technology is that it can penetrate through material. It can see things you cannot see. Imaging a sensor that can predict what is going to happen before it happens…(maybe a little philosophical there, but…). We can actually measure your pulse from a distance just by detecting the movement on your chest when the heartbeats…That is pretty amazing !

We just closed a round of funding to get us to the next step. We got employees, private investors, VC and also US angel investors on board. I will get back to you with some exiting names if I get their approval to talk about it. Both Geir Førre from Silicon Labs (former Energy Micro CEO) and my self invested in the company in this round as well.

We are also looking for people to join the team. For development we will need the following people:

  1. Experienced RF and antenna designers
  2. Experienced MCU/DSP/Embedded designers. (We use and Coretex M4 FPU today)
  3. Signal Processing experts
  4. Finance ,HR and administration.

Anyone with advanced 1D, 2D and 3D radar experience will also be of interest ! We might as well contract some of this work so also contractors should get in touch if you are interested (and very good).

We will also need application engineers in the field very soon. The most important criteria will be PASSION !

Let me know if you have any names of people that we should approach or have the contact me directly at alf-egil@novelda.no.

Please note that this is still a in an early phase and will require very dedicated work. This is not easy so we have to work hard and be smart to make it happen. On the other hand, the reward will be substantial for people that join the team in such an early phase.

I will get back with some more posts on strategy and how we think when we build it. In general I am a believer of Focus. I have to tell a story from one of my 120 trips to the US. This was probably as early as 2000. I was sitting on the plain with girls about 2 meters high. It was the US national team in basketball and I ended up in the seat next to their coach. We started talking and she ended up telling me about how she performed an attack. She used the words Focus-Fight-Finish. Every attack was focus-fight-finish and that was programmed into every player’s head.

I have used that ever since and will use it again. You need to focus hard to succeed, you need to fight for it whatever it takes and you need to finish it no matter how hard it is.