Embed with the Science Park

You can’t see the work an expanding Coventry company is doing, but there’s every chance its high-tech product is nestled somewhere under your car’s bonnet, inside your microwave or mobile phone.

Embed Limited was set up by two former MG Rover employees after the car giant’s collapse last year. Ian Kirwan and Derek Hoyle went into business as embedded software engineers in May and immediately picked up a series of software and training contracts.

After winning two automotive security projects last October, they invited Steve Glendinning onto the board, and moved into the University of Warwick Science Park’s Venture Centre. Steve formerly provided software consultancy services for Ian and Derek at MG Rover.

Embedded software provides the intelligence beneath the skin of items such as mobile phones, microwaves, ATM machines and children’s toys.

Embed Limited’s primary area of expertise is within the automotive industry, although they cannot reveal which major motor manufacturers they are presently working for due to the strict contracts that are typical in this field of work.

The firm has recently taken on two new staff and are planning further expansion in 2006.

“We were all software engineers at MG Rover before the company collapsed,” said Ian. “We had two choices; find work with another firm or set up ourselves. It’s been a lot of hard work so far but we are very pleased we chose the latter. Embedded software sounds complicated but it is basically software that controls electronics with some kind of intelligence fitted within everyday items."

“We use a technique called ‘Model based design’ to speed up the process of development and improve software quality above and beyond traditional techniques. Because of our background, we specialise in the automotive industry and that is where most of our current work is being utilised. But we are branching out into other areas and our expertise can be utilised in a myriad of products.”

He added: “The University of Warwick Science Park is the ideal location for us. It understands the needs of high-tech, scientific companies and offers great support services. Furthermore, we have already moved units within The Venture Centre because we outgrew our first office. This type of flexibility is exactly what we require.”

The company came through the Mustard.uk.com initiative Fast Start which is backed by Advantage West Midlands and delivered by the University of Warwick Science Park. Harry Stott, of the University of Warwick Science Park, said: “We are very pleased that Embed Limited has enjoyed early success.

“It must have been very daunting after the collapse of MG Rover but they all came through that set-back to start a great business. The University of Warwick Science Park has 20 years’ experience in helping high-tech, cutting edge companies grow and Embed have already seen the benefits of that.”

If you wish to know more about the services that Embed Limited provide, its website can be found at http://www.embeduk.com