1 November 11, 2015 When disruptive technologies meet Spectrum Analyzers November 11, 2015 Jim McGillivary, VP/GM Component Solutions & RF

2 November 11, 2015 Tektronix Overview Component Solutions Service Solutions Design, Validate, Characterize, and Debug Analog, Digital, DC, RF, and Video Target customers: Computer & Consumer Electronics Semiconductor Military/government Education Broadcast/Cable

3 November 11, 2015 RF Products in Oscilloscope Company 3

4 November 11, 2015 Customer & Market Feedback 4 Customer VOC  Customers need to add RF to their products (IoT)  “Can’t afford a Spectrum Analyzer”  “I don’t understand RF”  “I don’t need to test my RF” EMI Test Labs  “1/3 of devices in for testing don’t have functional RF”  $500/hr to debug IMS Tradeshow

5 November 11, 2015 New Architecture 5 Digital Signal Processing Display Mfg Cost: 10x lower Development Cost: 5x lower Project Time: < 1 yr. Expect <1% annual failure rate Computer USB 3.0 Mfg Cost: High Development Cost: High Project Time: 3-4 years 10% annual failure rate A/D X Clock Digital Signal Processing Conventional Spectrum Analyzer/Vector Signal Analyzer Input Filter Step Attenuator ~ Display Computer (internal to instrument) Major disruptors: USB3.0 speed and low cost processing power in i7 processors

6 November 11, 2015 Launch Results - Disruptive $3500 Spectrum Analyzer 6 Simple demo and face to face channel launch – EXCITEMENT! Fast sales cycle – 15 Minutes Fantastic Digital Marketing Results 20,000 home page hits 35,000 blogger views >8 Million impressions Unexpected applications opening new markets

7 November 11, 2015 Unexpected Customer Learnings 7 Weight and portability - big benefit Lower level API interest Multiple units together In person demo Home use Software developers on RF products love it

8 November 11, 2015 Next Steps – Many Opportunities to Grow 8 Add Applications Price Performance Traditional Disaggregated Increase Performance

9 November 11, 2015 Lessons Learned 9  Smartphones/tablets trained market to accept disaggregation  Software differentiation – pay attention to architecture  Become “The Standard” – especially software  Move fast – Startup mentality – Test assumptions quickly  Disruption validated by end customers seeing real products  Sales/Channel see customer’s reaction before believe Jim McGillivary, VP/GM