Embedded Software the Driver for Microelectronics?

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Embedded Software the Driver for

Microelectronics?

Willard Tu ARM

Director - Embedded

Oct 2012

Little about me

 Director of Embedded Software Store at ARM

 Past Roles at ARM: responsible for developing the awareness of ARM technologies in the embedded markets such as Automotive, Smart Energy, and Standard Microcontrollers.

 20+ year veteran of the semiconductor industry, worked a variety of engineering, sales and marketing positions focused on embedded applications for Motorola Semiconductor (Freescale), National Semiconductor (TI), and NEC Electronics (Renesas).

 BSEE from the University of Michigan, and a MBA from the University of Phoenix.

 Career of “I will not”

 Semiconductor,

 Automotive,

 Sales & Marketing,

 Japanese Company

 Canadian at heart

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Technology Lifecycle

Agenda

 ARM

 Consumer Electronics Products

 Market Trends

 State of the embedded market

 Internet of Things (IoT)

 Rising to the challenge

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Partnering for Success

 ARM’s business model enables an ecosystem of companies to succeed

Efficient Scalable Resilient

 ARM is at the nexus of an ecosystem of 100’s of companies

Choice Innovation Differentiation

ARM ARM

Business Development

ARM

royalty

ARM SemiCo

Partner

OEM Customer License

The ARM Business Model

Business Development

licence

ARM SemiCo

Partner

ARM licenses technology to Partner

Partner develops chips

OEM Customer

OEM sells consumer products

royalty

 Innovative business model yields high margins

 Upfront license fee – flexible licensing models

 Ongoing royalties – typically based on a percentage of chip price

 Technology suitable for multiple applications – can ship for decades

Processor can ship for +20yrs 3-4 yrs from license to royalty

2-3 yrs to design new processor

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Average Selling Price of a Semiconductor Chip

ARM’s Opportunity at all Price Points

Opportunity

ARM Usage Today

>$25

$10-15

$3-6

$1-2

Volume

Always connected, always on All about sensors and user control Smart appliances everywhere Personal information at your fingertips Representing data in a meaningful way

2012-2016 Internet of Things

1 trillion internet connected devices by 2025

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Applications Processor Roadmap

Cortex-A Series

“Low-Power Leadership”

2011 2012 2013 Future

Performance, Functionality

2014 Cortex-A5

Cortex-A8 Cortex-A9

Shipping in volume in mobile since 2009 2^nd generation 1-4X SMP

4x1750DMIPS@700MHz+ in 40LP

Cortex-A15 >2GHz+ in 28HPM Virtualization 1TB physical addressing big.LITTLE with Cortex-A7

Cortex-A7

1/5 the power of Cortex-A15

Architectural alignment with Cortex-A15

Embedded Processor Roadmap

2011 2012 2013 Future

Performance, Functionality

2014 SC300

Cortex-R4

Cortex-R, Cortex-M & SecurCore Series

“Low-Power Leadership”

Cortex-M3 Cortex-M1 Cortex-M0 Cortex-M4

Cortex-R7

- Hard real-time leadership - Reliability, safety critical apps - 2x2300DMIPS@1GHz in 40G

Cortex-M0+

- Tiny ARM CPU

- 1/3 size, 1/3 power, comparable perf of ARM7

- 90DMIPS@100MHz in 180G Cortex-R5

- Lock-step, dual-core modes - ECC on busses, coherency port - 2x960DMIPs@600MHz in 65G

SC000

- Smallest 32-bit processors

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We do Graphic IP too

 Graphics and GPU Compute for mobile computing

 Enabling next generation use-cases

 Combine ARM Cortex™ and Mali processors into efficient unified computing subsystem

 Aligned with market to give uncompromised choice balancing

 Die area (cost)

 Compute capability

 Software requirements

 Extend Mali leadership in graphics performance, power and cost

Performance

Graphics and GPU Computing

Graphics

2009 2010 2011 2012 2013

Driving the Next Five Years of Transformation

Mobile Computing

Servers

The Internet

of Things

Connectivity

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Consumer Electronic Products

Mobile is the Nexus

Barnes & Noble Nook

TO DELETE (Le Pad)

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Connecting the World

Tablet apps revenues projected to top $15B in 2015*

During the 2010 Holiday period $230M was spent on EBay using smartphones

Smartphones will leapfrog over the PC in the developing world Over 4Bn people

connected by mobile phones

Smartphone data traffic will exceed PC traffic in 2014 Mobile Computing market (Media Tablets, Mini-notebooks, Mobile PCs) > 15M units shipped in Q3 2011

*Sources: InStat

We are just at the beginning …

0 1000 2000 3000 4000 5000 6000 7000 8000

1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 2010

Millions

Global Population Internet Users Mobile Subscriptions

6.8 Billion people on the planet

1.4 Billion do not have electricity

~2.2 Billion do not have a mobile phone

~ 5.1 Billion do not have internet

Data compiled from: World Telecommunication/ICT Development Report 2010, The Global Information Technology Report 2008-2009 World Economic Forum, Population reports from US Census Bureau, UN Report on World Population to 2300

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Mobile Apps changing the way we live

Mobile is winning... It’s amazing to me that the smartest developers now are writing apps for mobile before they write for Windows or Apple Mac desktop operating systems.

Eric Schmidt – Google CEO, July 2010

“ ”

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What are the enablers?

Processors

Bluetooth Wifi

Cellular Modem NFC SIM

Flash Controller Apps Processor Touchscreen Control GPS Power Management

Sensor

Camera Touch Screen Button Controls Power Management Accelerometer Magnetometer Ambient Light sensor Proximity sensor Gyroscope Microphones

Networking

Bluetooth Wifi

Cellular Modem NFC USB

GPS

What is the glue that brings this all together?

Market Trends

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Current “Big Thing”: Energy

 Surging demand for connectivity from consumers expanding data centers

 Increased energy use is raising energy costs

 Developing areas do not have

infrastructure to support

Total Energy Used Quadrillion Btu

Fossil Fuel Generated Electricity

1980 2030

1980 2009

Electricity cost Cents/kWh

Oil cost

Source: US Energy Information Administration, June 2010

Visual Computing is Coming to Life

 Intuitive user interfaces

 Graphics capability becoming a key factor in consumer purchasing decisions

 Rich graphics a priority for anything with a screen

 Smartphones, DTVs, STBs, Tablets, hand-held games consoles,

In-Car entertainment

 Large and growing market for GPUs

 4 billion internet connected screens

in 2016, most with embedded graphics

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Constant Connectivity

Impact of Software on Product Innovation…

Consumer

Expectations Embedded Differentiators

GUI/HMI Connectivity Personalization Content On Demand

Commerce Security Low Power

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State of the Embedded Market

Thinking about the next year, what areas will be your greatest technology challenges?

Greatest Technology Challenge

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(including time/dollars/manpower)

What is your total development resource requirement for software vs. hardware?

Total Team Resources

What are the most important factors in choosing a processor?

Choosing a Processor

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In 2012, 85% reused code.

Does your current project reuse code from a previous embedded project?

Code Reuse

What is most important when choosing a microprocessor?

Choosing a Microprocessor

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Development Costs

(Industrial Application)

 Increasing software requirements, New products are more complex, incorporating connectivity, graphical user interfaces, energy efficiency.

 Software development the “long tail” of the product development cycle.

Source : VDC Research and Siemens industrial automation group

•$25 Billion spend on embedded software engineering labor

•$1 Billion spend on commercial embedded software

•Hidden opportunity for commercial software solution providers

Software Complexity

Internet of Things

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How BIG Is The Opportunity…?

$210 B

~ DTAM

$14 B

$10 B

$51 B

$75 B

$16 B

$75 B

Source: Avnet EM

TAM Sources: Electronics Outlook, Bishop, Fleck, Gartner, iSupply, Paumanok, SIA (Rev 7/15/11) DTAM/GP: Avnet EM estimates for independent franchise distribution

TAM

Medium Large

Small

$301 B

~25% of TAM $ Value +90% of The Customers

Mass Market

Embedded Sub-Segments

Automotive/Transportation Industrial Automation Medical Electronics

•Multimedia

•Dashboard/Driver information

•Body Control

•Chassis & Safety systems

•Powertrain

•Rail & Other Transport

•Lighting

•HVAC, Refrigeration and Power

•Security, Fire and Safety

•Machine Drives

•Controls & Compute/PLC

•Operator Interfaces/HMI

•Diagnostic Equipment

•Patient Monitoring

•Imaging and Scanning

•Consumer Medical

•Medical Therapy

Military & Aerospace Smartcard Retail Automation

•C4I & EW

•Sonar & Radar

•Space Systems

•Simulation

•Avionics

•Weapons Control

•Access Control

•SIM Cards

•Payment Cards

•Identity Cards

•Secure NFC

•Asset Tracking (RFID, etc.)

•Payment Platforms

•Point of Sale Terminals

•Handheld Scanners & Readers

•Fixed Terminals

M2M Smart Energy Motor Control

•Personal Health

•Sensor Networks

•Public Infrastructure

•Tracking

•Transport Management

•Smart Grid

•Smart Meters

•Smart Appliances

•Demand Response Gateways

•Monitoring Displays

•AC Drives

•DC Drives

•Medium Voltage

•Servo

•Stepper 2015

0.04bnu 12%CAGR

2015 0.4bnu 12%CAGR 2015

0.9bnu 14%CAGR 2015

2.5bnu 11%CAGR

2015 7bnu 9%CAGR

2015 0.3bnu 7%CAGR

2015

??bnu

?%CAGR

2015 0.4bnu 16%CAGR

2015 0.5bnu 12%CAGR

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Use case: Camera

 A camera with wireless networking become highly functional

 A camera that is App enabled has increased value

Use Case: Thermostat

 Programmable

 LCD Display

 Networked

 Color Display

 Learning

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Rising to the Challenge

Software Complexity

Development Costs

(Industrial Application)

•$25 Billion spend on embedded software engineering labor

•$1 Billion spend on commercial embedded software

•Hidden opportunity for commercial software solution providers

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 Who writes the software?

 Large OEM – Large software staff

 Mass Market (Distribution):

 Small engineering team

 Internal Development

 40% do not use external software today

The Challenge…to realizing the IoT

Commercial

Robust, Supported, But ‘closed

Free-ware

Questionable quality, Limited support,

But ‘open’

Opportunity IoT

Reason for not purchasing external software today

The Challenge…to realizing the IoT

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The Challenge…to realizing the IoT

Greatest influencing factor for purchase of software

High Availability Platform OS/RTOS

App.

Interface

Platform

Interface Service Middleware Middleware Components:

• Databases, Directory

• Application servers

• Comms. Protocols

Enabling Software - Opportunities

 Future driven by connectivity, software and open standards

 Re-use of hardware and software IP across markets

Applications

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Capitalizing on the Software Trend

 The ARM Connected Community ^®

 CMSIS – MCU software interface standard

 Solution Center for Android™ (SCA)

 Linaro ^™

 Collaborative engineering enables easier, quicker development of optimized open source devices

 www.Linaro.org

 Embedded Software Store

 A marketplace, developed by ARM & Avnet to drive innovation in embedded software enabling complete silicon solutions

 www.EmbeddedSoftwareStore.com

Ecosystem, Ecosystem, Ecosystem

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 Abstraction layer for all Cortex-M processor based devices

 CMSIS-CORE : API for Cortex-M processor and core peripherals

 CMSIS-DSP : DSP Library with 61 functions for Cortex-M

 CMSIS-SVD : XML system view description for peripherals

 CMSIS-RTOS : API for RTOS integration

 Benefits to the embedded developer

 Consistent software interfaces for silicon and middleware vendors

 Simplifies re-use across Cortex-M processor-based devices

 Reduces learning curve, development costs, and time-to-market

Cortex Microcontroller Standard (CMSIS)

New

Ecosystem: Android

 The Solution Center for Android ^™ (SCA) offers developers the widest range of Android resources

 Over 80 participating SCA companies come together to share their expertise, solutions and services, including

 Development tools

 Resources for developing devices

 Porting guides

 White papers

 Android training

 Webinars

 SCA is a growing community

www.arm.com/solution-center-android

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Linaro – Making Open Source Easier

 Founding Partners: ARM, Freescale, IBM, Samsung, ST-Ericsson and Texas Instruments

 Invests in open source projects, including kernel and tools

 Linaro ^™ does essential engineering

 Relevant to multiple verticals markets

 Relevant to multiple distributions

Linaro open source core engineering

Ta blet Net bo ok M ob ile DT V IV I

Distributions / verticals can reuse Linaro project

Middleware and tools Base Linux OS Differentiated platforms accelerated time to market

OEM differentiation:

apps, UI, services

A market place for…

searchable for multiple solutions developers and

customers

simple licensing and transactions

Embedded Software Store.com

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How do I add support for additional device

drivers?

Can I integrate third-party

plugins?

Do I need hardware acceleration?

How do I customize software?

Which open source plugins

should I use?

Should I use GCC 4.4.1

or 4.6.3?

How can I optimize my platform?

Which open source packages

should I use?

Which Linux kernel should I use?

Should I use a uClibc or glibc toolchain?

Which APIs / libraries do I need?

57% of all embedded Linux projects are completed late or are cancelled.*

* Source: EE Times Embedded Market Study, 2010

Embedded Linux Challenges

Highly customizable embedded Linux distribution

1000s of

packages Linux kernel toolchain optimizations device drivers

& versions third-party

plugins debug open source

plugins

GCC 4.1 uClibc or glibc APIs/libraries dependencies

Expert Support Professional Services

 Build custom BSPs/SDKs for target processors and kits

with LinuxLink

 Menu-driven GUI that guides development

 Does not require

prior Linux

experience

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Display with optional Touch Interface Display

Controller Touch Screen

Controller Graphical

User Interface

File

System Media

Controller

Media (SD) (MMC) (NAND Flash) (NOR Flash)

(CF) (RAM Disk)

Other

Audio I²S

Controller Keyboard Keyboard

Controller

CPU

‘Tick’ Timer Interrupt Controller

Real-Time Kernel

Ethernet Controller (MAC/PHY)

TCP/IP Stack

USB (Host) (Device)

Stacks USB

Radio Wireless

Building Blocks TCP/IP

Apps

Customer Application

RTOS

RTOS and Middleware Example

An RTOS is the foundation/framework for your embedded design

Enabling Software: Coffee Maker

 Turn Products into Touchpoints

 Microbrowser enabled coffee maker becomes a Marketing Portal

 Creating New Business Models

new content

HTML ads and manuals

ads and instructional

videos

display ads, take orders key and

touch orders

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Enabling Software: WiFi Controller

PLAY BiggiFi Play

• In every device

• Multi Layered

• Forms the back bone of the system

• Contains BiggiFi Certified Content

BiggiFi enables the Big Screen from Mobile

The Mobile device is the Key . Because of BiggiFi Play each mobile device can act one to one, many to one or in a circle of

peers. We set a new standard for on the go social exchange

BiggiFi ^TM In Action

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