Shanghai November 11

Bruce has served as Sales VP & China GM of Ceva China since May 2024. Prior to this, he worked as COO/Co-founder of Motovis and established this AI based autonomous driving company from scratch. He was a semiconductor veteran since 1994 and had worked for Ambiq Micro, u-blox, Atmel, and STMicroelectronics for 22 years. Throughout his career, he has dedicated years to leading and driving business expansion and management initiatives in Greater China. He holds bachelor’s degree of Electronic Engineering from Southeast University and MBA from the Sauder School of Business at University of British Columbia.

Iri Trashanski is Ceva’s Chief Strategy Officer, overseeing strategy, marketing, and corporate development. With over 20 years in the semiconductor industry, he has held leadership roles at GlobalFoundries, Hitachi Vantara, Samsung, Marvell, and SanDisk. He holds an MBA from Babson College and a BA from IDC, Israel.

Executive product and technology leader, specialized in defining and leading the development of disruptive technologies for connected devices, at the intersection of product management, technical leadership and engineering management, from ideation to production at scale
Held senior management and technical leadership positions in international companies and start-up in multiple domains: semiconductor (SoC), mobile, automotive, AI and media processing.

With long-term research on the development and transformation of China’s electronic information industry and market, he specializes in the semiconductor and IoT industry and market sectors, possessing in-depth understanding and expertise in areas such as China’s integrated circuits, new display technologies, and intelligent sensing. He has participated in multiple policy and industrial planning discussions for regulatory bodies including the National Development and Reform Commission and the Ministry of Industry and Information Technology. Additionally, he has published nearly 100 professional papers and market research articles in core journals, specialized publications, and websites within the electronic information field.

Dr. Zhang Pengfei is the Founder, Chairman of the Board, and CEO of Beken Corporation (Stock Code: 603068), holding a doctoral degree from Tsinghua University. As an integrated circuit expert and serial entrepreneur, he successfully established a startup in the United States before returning to China to found Beken Corporation. Under his leadership, the company focuses on intelligent transportation and the Internet of Things (IoT), while proactively laying out edge AI. By providing high-computing-power and low-power-consumption edge AI chips, Beken has empowered numerous cutting-edge applications and effectively led the development of the AIoT industry. Dr. Zhang holds multiple invention patents and has been awarded numerous honors, including the China Semiconductor Innovative Product and Technology Award, the Shanghai Municipal Science and Technology Progress Award, as well as titles such as Elite Returnee Entrepreneur and Outstanding Technology Leader.

Franz has more than 25 years of experience in the semiconductor IP domain, specifically in the wireless IoT markets working on Bluetooth, Wi-Fi, UWB, and NB-IoT. Before joining Ceva, he co-founded RivieraWaves in 2010 and led its sales and marketing activities. At Ceva, he grew the Bluetooth and Wi-Fi IP business to power more than 1 billion devices annually and has aided to position Ceva as the #1 wireless connectivity IP provider.

Throughout Steve’s career, he have been privileged to lead incredible multi-disciplinary teams that have achieved commercial success. In his current role Steve and his team delivers cutting-edge audio, voice, sensing, and AI experiences for consumer electronics and IoT devices.

With over 15 years of experience in product management, Elad have a proven track record in driving product strategy, market development, and technological innovation across startups and Fortune 500 companies.

Senior Director, Product Marketing at the Sensor and Audio Business Unit Elia Shenberger is a seasoned professional with over 15 years of experience in the Professional and Consumer Sensor and Audio industries. His expertise lies in overseeing multi-layered collaborative projects, leading them to successful product implementations. In addition to his leadership skills, Elia also brings technical prowess to the table as a professional audio engineer.

Mr. LEI has been serving as the Chief Operating Officer (COO) of ModelBest since 2023, where he takes overall charge of the company’s products and industrial solutions, advancement of commercialization strategies, and oversees management of human resources, legal affairs and finance. He leads the team in dedicated efforts to promote the implementation and application of high-efficiency edge-side large models in industrial scenarios, build a sustainable closed-loop of commercial value, and drive the intelligent upgrading of different industries.
He is an alumnus of Tsinghua University’s Natural Language Processing (NLP) Laboratory – a world-leading research institution in large models. He boasts profound professional technical background in computer science, as well as rich experience in serial entrepreneurship and senior management. Endowed with strategic vision in managing technology enterprises, he has held technical management positions in multinational technology companies and engaged in the fields of mobile internet and blockchain. Over more than a decade of successful serial entrepreneurship, he has accumulated solid and comprehensive operational management experience, especially in commercialization and business. Mr. LEI graduated from Xi’an Jiaotong University with a Bachelor of Science (B.S.) in Computer Science and earned a Master of Science (M.S.) in Computer Science from Tsinghua University. He also holds a Master of Business Administration (MBA) degree from the Guanghua School of Management, Peking University.