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Embedded Software the Driver for
Microelectronics?
Willard Tu ARM
Director - Embedded
Oct 2012
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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
Event: 2012 Annual Microsystems Symposium, ITAC's 18th National Executive Forum
October 11, 2012
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Technology Lifecycle
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Agenda ARM Consumer Electronics Products Market Trends State of the embedded market Internet of Things (IoT) Rising to the challenge
Event: 2012 Annual Microsystems Symposium, ITAC's 18th National Executive Forum
October 11, 2012
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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
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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
Event: 2012 Annual Microsystems Symposium, ITAC's 18th National Executive Forum
October 11, 2012
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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
Volu
me
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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
Event: 2012 Annual Microsystems Symposium, ITAC's 18th National Executive Forum
October 11, 2012
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Applications Processor Roadmap Cortex-A Series
“Low-Power Leadership”
2011 2012 2013 Future
Perf
orm
ance
, Fun
ctio
nalit
y
2014
Cortex-A5
Cortex-A8
Cortex-A9 Shipping in volume in mobile since 2009 2nd 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
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Embedded Processor Roadmap
2011 2012 2013 Future
Perf
orm
ance
, Fun
ctio
nalit
y
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
Event: 2012 Annual Microsystems Symposium, ITAC's 18th National Executive Forum
October 11, 2012
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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
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Driving the Next Five Years of Transformation
Mobile Computing
Servers
The Internet of Things
Connectivity
Event: 2012 Annual Microsystems Symposium, ITAC's 18th National Executive Forum
October 11, 2012
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Consumer Electronic Products
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Mobile is the Nexus
Barnes & Noble Nook
TO DELETE (Le Pad)
Event: 2012 Annual Microsystems Symposium, ITAC's 18th National Executive Forum
October 11, 2012
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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
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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
Mill
ions
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
Event: 2012 Annual Microsystems Symposium, ITAC's 18th National Executive Forum
October 11, 2012
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Mobile Apps changing the way we live
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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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Event: 2012 Annual Microsystems Symposium, ITAC's 18th National Executive Forum
October 11, 2012
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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?
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Market Trends
Event: 2012 Annual Microsystems Symposium, ITAC's 18th National Executive Forum
October 11, 2012
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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
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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
Event: 2012 Annual Microsystems Symposium, ITAC's 18th National Executive Forum
October 11, 2012
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Constant Connectivity
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Impact of Software on Product Innovation…
Consumer Expectations
Embedded Differentiators
GUI/HMI
Connectivity
Personalization
Content On Demand
Commerce
Security
Low Power
Event: 2012 Annual Microsystems Symposium, ITAC's 18th National Executive Forum
October 11, 2012
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State of the Embedded Market
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Thinking about the next year, what areas will be your greatest technology challenges? Copyright © 2012 by UBM Electronics. All rights reserved.
Greatest Technology Challenge
Event: 2012 Annual Microsystems Symposium, ITAC's 18th National Executive Forum
October 11, 2012
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(including time/dollars/manpower)
What is your total development resource requirement for software vs. hardware? Copyright © 2012 by UBM Electronics. All rights reserved.
Total Team Resources
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What are the most important factors in choosing a processor? Copyright © 2012 by UBM Electronics. All rights reserved.
Choosing a Processor
Event: 2012 Annual Microsystems Symposium, ITAC's 18th National Executive Forum
October 11, 2012
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In 2012, 85% reused code. In 2011, 87% reused code. In 2010, 86% reused code. In 2009, 89% reused code. In 2008, 89% reused code.
Does your current project reuse code from a previous embedded project? Copyright © 2012 by UBM Electronics. All rights reserved.
Code Reuse
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What is most important when choosing a microprocessor? Copyright © 2012 by UBM Electronics. All rights reserved.
Choosing a Microprocessor
Event: 2012 Annual Microsystems Symposium, ITAC's 18th National Executive Forum
October 11, 2012
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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
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Internet of Things
Event: 2012 Annual Microsystems Symposium, ITAC's 18th National Executive Forum
October 11, 2012
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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
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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
Event: 2012 Annual Microsystems Symposium, ITAC's 18th National Executive Forum
October 11, 2012
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Use case: Camera
A camera with wireless networking become highly functional
A camera that is App enabled has increased value
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Use Case: Thermostat
Programmable LCD Display
Networked Color Display Learning
Event: 2012 Annual Microsystems Symposium, ITAC's 18th National Executive Forum
October 11, 2012
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Rising to the Challenge
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Software Complexity Development Costs
(Industrial Application)
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
Event: 2012 Annual Microsystems Symposium, ITAC's 18th National Executive Forum
October 11, 2012
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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
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Source : VDC Research and Siemens industrial automation group
Reason for not purchasing external software today
The Challenge…to realizing the IoT
Event: 2012 Annual Microsystems Symposium, ITAC's 18th National Executive Forum
October 11, 2012
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The Challenge…to realizing the IoT
Source : VDC Research and Siemens industrial automation group
Greatest influencing factor for purchase of software
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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
Event: 2012 Annual Microsystems Symposium, ITAC's 18th National Executive Forum
October 11, 2012
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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
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Ecosystem, Ecosystem, Ecosystem
Event: 2012 Annual Microsystems Symposium, ITAC's 18th National Executive Forum
October 11, 2012
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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
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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
Event: 2012 Annual Microsystems Symposium, ITAC's 18th National Executive Forum
October 11, 2012
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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
Tabl
et
Net
book
Mob
ile
DTV
IVI Distributions / verticals
can reuse Linaro project
Middleware and tools Base Linux OS
Differentiated platforms accelerated time to market
OEM differentiation: apps, UI, services
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A market place for…
searchable for multiple solutions
developers and customers
simple licensing and transactions
Embedded Software Store.com
Event: 2012 Annual Microsystems Symposium, ITAC's 18th National Executive Forum
October 11, 2012
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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
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Embedded Linux Challenges
Highly customizable embedded Linux distribution
1000s of packages optimizations Linux kernel toolchain
device drivers & versions
third-party plugins debug open source
plugins
GCC 4.1 dependencies uClibc or glibc APIs/libraries
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
Event: 2012 Annual Microsystems Symposium, ITAC's 18th National Executive Forum
October 11, 2012
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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)
USB Stacks
Radio Wireless
Building Blocks
TCP/IP Apps
Customer Application
RTOS
RTOS and Middleware Example
An RTOS is the foundation/framework for your embedded design
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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
Event: 2012 Annual Microsystems Symposium, ITAC's 18th National Executive Forum
October 11, 2012
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Enabling Software: WiFi Controller
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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
BiggiFiTM In Action
Event: 2012 Annual Microsystems Symposium, ITAC's 18th National Executive Forum
October 11, 2012
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Summary
1998 2010 2020
100+ billion
Sensors, Networking and Software are the key enablers Harness the lessons learned in Consumer Electronics and
apply them to the Internet of Things Plenty of opportunity for those who can rise to the challenge
and manage the software complexities that the future brings
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In this business, by the time you realize you're in trouble, it's too late to save yourself. Unless you're running scared all the time, you're gone. Bill Gates
” “
Event: 2012 Annual Microsystems Symposium, ITAC's 18th National Executive Forum
October 11, 2012