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Iqbal ArshadIqbal Arshad
Corporate Vice President
Product DevelopmentProduct Development
Motorola Mobile Devices
Designing the Motorola Droid
Consumer Experience DesignMotorola Confidential RestrictedDAC 2010 Keynote – Iqbal Arshad | Designing the Motorola Droid Page 1
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•Business Context
•Design Challenges
•New Opportunities
Presentation Outline
Consumer Experience DesignMotorola Confidential RestrictedDAC 2010 Keynote – Iqbal Arshad | Designing the Motorola Droid Page 2
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Business Context
Consumer Experience DesignMotorola Confidential RestrictedDAC 2010 Keynote – Iqbal Arshad | Designing the Motorola Droid Page 3
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484Mini NotebookSmartphone
Worldwide Shipment (M units)
373E‐Reader
Media Tablets
Mini‐Notebook
Portable Gaming
Other Mobile PC
Smartphone
172
250
181
228
280
172138
40 39 40 4232 42 48 540 39 40321 11 12 183 7 9 11
2012201120102009
Smartphones ‐most dominating form of computing
Consumer Experience DesignMotorola Confidential RestrictedDAC 2010 Keynote – Iqbal Arshad | Designing the Motorola Droid Page 4Source: Industry Analysts
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Cloud Services WiFi
Home
Internet
Home Area
Network3G/4G
Enterprises
3G/4G Wireless IP Addressable
Devices
Personal Computing
PC is no longer the center of gravity
Computing
Consumer Experience DesignMotorola Confidential RestrictedDAC 2010 Keynote – Iqbal Arshad | Designing the Motorola Droid Page 5
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• Embedded Computing in everything.
• Devices will have IP / wireless connectivityDevices will have IP / wireless connectivity.
• Common content, services and applications.
S t h l tf i t th t f• Smart phone platform is at the center of
this revolution.
Business Context – Summary
Consumer Experience DesignMotorola Confidential RestrictedDAC 2010 Keynote – Iqbal Arshad | Designing the Motorola Droid Page 6
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Design ChallengesOverviewOverview
Consumer Experience DesignMotorola Confidential RestrictedDAC 2010 Keynote – Iqbal Arshad | Designing the Motorola Droid Page 7
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Feature Phones Transitional Smart phones Smart phone 1.0
√
Core Technology Platform, Design Process and Products Years Behind Competition!
Battle Field – Circa 2009 :
Consumer Experience DesignMotorola Confidential RestrictedDAC 2010 Keynote – Iqbal Arshad | Designing the Motorola Droid Page 8
Total Domination by Competitors
9Best of Both Worlds
115.5mm
116mm
X = 62.1mm
X = 60mm
The basic idea behind Motorola Droid
12.3 mm 13.7 mm
Consumer Experience DesignMotorola Confidential RestrictedDAC 2010 Keynote – Iqbal Arshad | Designing the Motorola Droid Page 9
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N S t D i• New System Design
• UMTS and CDMA SKUs• UMTS and CDMA SKUs
• New tools• New tools
• Complex Manufacturing & Supply ChainComplex Manufacturing & Supply Chain
Mission Impossible:
Consumer Experience DesignMotorola Confidential RestrictedDAC 2010 Keynote – Iqbal Arshad | Designing the Motorola Droid Page 10
Motorola Droid – Only Months to deliver!
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Clean Slate System Design Opportunities:
• High Performance Architecture
• Super Thin Package
• Breakthrough RF/Antenna Design
Co‐design Challenges:
• Power Management
• Multimedia / Graphics
• System Performance
Motorola Droid Key Design Challenges
y
Consumer Experience DesignMotorola Confidential RestrictedDAC 2010 Keynote – Iqbal Arshad | Designing the Motorola Droid Page 11
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Design ChallengesSystem DesignSystem Design
Consumer Experience DesignMotorola Confidential RestrictedDAC 2010 Keynote – Iqbal Arshad | Designing the Motorola Droid Page 12
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UI & GFX Application & OSPerformance
Video & Imaging
Key Areas of System Design Focus
Consumer Experience DesignMotorola Confidential RestrictedDAC 2010 Keynote – Iqbal Arshad | Designing the Motorola Droid Page 13
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166MHz DDR - 256MBARM Cortex A8 @ 550 MHz, L2
Cache 256K Neon Support 66 56
BT with EDR
Cache 256K, Neon Support
Video and ISP DSP @ 430MHz
GFX Processor @ 110MHz Wifi 802.11 b/g
+ GPSOpen GL ES2.0
Powerful System – Complex Design
Consumer Experience DesignMotorola Confidential RestrictedDAC 2010 Keynote – Iqbal Arshad | Designing the Motorola Droid Page 14
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Proximity Sensor
C T h Di l24 Bit Color Display
E-compass 5MP Sensor –Image Processing
Cap Touch Display High Res. Sensor Pattern
Optimized Touch Engine
3 A i3-Axis
AccelerometerDual
Mi hMicrophones
Powerful System – Complex Design
Consumer Experience DesignMotorola Confidential RestrictedDAC 2010 Keynote – Iqbal Arshad | Designing the Motorola Droid Page 15
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Reference Board -Chipset / Kernel Bringup
Target Board -System Integration
First Portable -Device Developmentp g p y g p
Rapid System Prototyping
Consumer Experience DesignMotorola Confidential RestrictedDAC 2010 Keynote – Iqbal Arshad | Designing the Motorola Droid Page 16
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Onl 13 7mm thick• Only 13.7mm thick• Patented Keypad Technology• Forged Aluminum for Strength & Quality& Quality
• Design Trade-offs:• Non – assist SliderNon assist Slider • USB Location
• Tools Used:• Zcorp, ProE• Cadence
Thin Size = Design Innovation
Consumer Experience DesignMotorola Confidential RestrictedDAC 2010 Keynote – Iqbal Arshad | Designing the Motorola Droid Page 17
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Mechanical Board Thermal
Advanced Simulation ‐ key to reduce
Consumer Experience DesignMotorola Confidential RestrictedDAC 2010 Keynote – Iqbal Arshad | Designing the Motorola Droid Page 18
prototype cycles & pocket able design
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3.5” - 480 x 3203.7” - 854 x 480
Capacitive Touch Front Keys + Motorola Proprietary BoardCapacitive Touch Front Keys + Motorola Proprietary Board Layout enabled pocket able size
Display Design Trade‐offs – Optimized for Web
Consumer Experience DesignMotorola Confidential RestrictedDAC 2010 Keynote – Iqbal Arshad | Designing the Motorola Droid Page 19
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CDMA 1x / UMTS 900/2100EVDO rev A
800 – 1900 MHz UMTS: 900/2100 UMTS: 850/1900/2100
GSM: 850/900/1800/1900GSM: 850/900/1800/1900
HSDPA 10.1 MbpsHSUPA 5.7 Mbps
BluetoothWiFi 802.11b/g
HSUPA 5.7 Mbps
GPRS Class 12GPS
RF + Antenna + Modem = Global Product
Consumer Experience DesignMotorola Confidential RestrictedDAC 2010 Keynote – Iqbal Arshad | Designing the Motorola Droid Page 20
Design
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Design simulation ‐ variety of Electromagnetic SolversM t t t f th t 3D h i h bMeasurement ‐ state of the art 3D anechoic chambers
GPS testing BT Testing Chamber Testing
Design Simulation & Measurement is the key!
Consumer Experience DesignMotorola Confidential RestrictedDAC 2010 Keynote – Iqbal Arshad | Designing the Motorola Droid Page 21
22Motorola Droid GPS Radiated Performance Benchmarking (against Motorola and Competitor Phones)
Antenna System – Best in Class GPS Radiated
Consumer Experience DesignMotorola Confidential RestrictedDAC 2010 Keynote – Iqbal Arshad | Designing the Motorola Droid Page 22
TIS Performance
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Design ChallengesCo‐designing HW & SWCo designing HW & SW
Consumer Experience DesignMotorola Confidential RestrictedDAC 2010 Keynote – Iqbal Arshad | Designing the Motorola Droid Page 23
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E l f P bl A•Examples of Problem Areas:
‐ System Level Power ManagementSystem Level Power Management
‐ Graphics Pipeline
‐ System Performance
•Ideas for Improvement
Co‐design Paradigm is Proprietary or Manual
Consumer Experience DesignMotorola Confidential RestrictedDAC 2010 Keynote – Iqbal Arshad | Designing the Motorola Droid Page 24
Today
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Profile based scenarios were used to measure current and find problem areas
Control UnitControl Unit
Accessory Interface
BoardUSB Cable
GPIB
Computer with GPIB3.5mm Audio
USB Cable
Power Supply Test Phone
Supply lines
Sense lines
Power Management ‐ Far from perfection!
Consumer Experience DesignMotorola Confidential RestrictedDAC 2010 Keynote – Iqbal Arshad | Designing the Motorola Droid Page 25
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Driver Integration
OS + ApplicationSWSW
Gfx Core+ DSS
Sensors + Dock
Integration Application
++SS
==+ DSS
GPS Chip + Antenna
Speaker + Audio
Dock
HW
HW
GFX Challenges – Time Consuming & Costly
Consumer Experience DesignMotorola Confidential RestrictedDAC 2010 Keynote – Iqbal Arshad | Designing the Motorola Droid Page 26
27Numerous tools were created, re‐used and optimized to ensure software was stable and operating with expected level of performance
Debugging Logging Test Measurement Benchmarking
J-tagETMADBGDB
RTAADBDDMSG i t l
MonkeyHopperRaptorT tNG
Automatic Panic Reporting
High speed cameraDDMS screen captureSunSpiderC ffGDB
KmemLTT-lite
Genie toolQXDM, QPST
TestNGP-unitVNC
CaffeneMark
Cumbersome System Optimization
Consumer Experience DesignMotorola Confidential RestrictedDAC 2010 Keynote – Iqbal Arshad | Designing the Motorola Droid Page 27
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What is the problem with these tools?
Consumer Experience DesignMotorola Confidential RestrictedDAC 2010 Keynote – Iqbal Arshad | Designing the Motorola Droid Page 28
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Display
M
Modem
USB
Camera Sensors
ARM Core
GFX Core
Memory
PowerM t
USB
BT/WiFI
DSPsMgmt.
AudioGPS
ARM Core
SoC
In Real Life – Nothing is Co‐designed !
Consumer Experience DesignMotorola Confidential RestrictedDAC 2010 Keynote – Iqbal Arshad | Designing the Motorola Droid Page 29
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• Rewrite drivers
V if d ’ b d• Verify on vendor’s board
• Verify on target boardVerify on target board
• Poor logging, need to add hooks in the code
• Interaction, Timing, Multicore….issues
Time consuming
Consumer Experience DesignMotorola Confidential RestrictedDAC 2010 Keynote – Iqbal Arshad | Designing the Motorola Droid Page 30
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• Debugging Nightmare
• Everybody needs proto units
h h d l• Upto 6 months in schedule
Costs in excess of several million $
Consumer Experience DesignMotorola Confidential RestrictedDAC 2010 Keynote – Iqbal Arshad | Designing the Motorola Droid Page 31
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Answer is NOT more Tools or component Automation
Consumer Experience DesignMotorola Confidential RestrictedDAC 2010 Keynote – Iqbal Arshad | Designing the Motorola Droid Page 32
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Applications
Debug / Tune HAL APIs
OS/Middleware
E d t E d
Linux
Debug / Tune HAL APIsUnified Debug/Tune
End to End Simulation
Universal Device Management
InterfaceSW I/F
BT/WiFI DisplaySoC …………….PowerMgmt.
Programmable System Architecture (PSA)
Consumer Experience DesignMotorola Confidential RestrictedDAC 2010 Keynote – Iqbal Arshad | Designing the Motorola Droid Page 33
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• Embedded SoC
• All system Devices
• OS
•ApplicationsApplications
Industry Collaboration Required
Consumer Experience DesignMotorola Confidential RestrictedDAC 2010 Keynote – Iqbal Arshad | Designing the Motorola Droid Page 34
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•Requires standards based architecture
•EDA needs to take the initiative•EDA needs to take the initiative
• It will take time
•Or companies will resort to proprietary
systems which may hinder progress
Next leap in embedded computing
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•UI, GFX, Performance, Power Management,
d M lti di k fand Multimedia are key focus areas.
•Prototyping is cumbersomeyp g
•System integration is costly
•Great opportunity for EDA
Design Challenges ‐ Summary
Consumer Experience DesignMotorola Confidential RestrictedDAC 2010 Keynote – Iqbal Arshad | Designing the Motorola Droid Page 36
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New Opportunities
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Proactive SW and HW co‐design driven by a clear vision fueled innovation on Droid
“Smart Dock”
Ideal marriage of form and function
Consumer Experience DesignMotorola Confidential RestrictedDAC 2010 Keynote – Iqbal Arshad | Designing the Motorola Droid Page 38
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Droid Co‐design enabled new market opportunities
• Exchange Enterprise support without losing the “cool” factorg p pp g
• Google Turn by Turn Free navigation service
• Dock Framework created new market for smart accessories
• Taking mobile web to main street
• A world of new 3rd party applications
Designing for business innovation
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Droid Does!
Consumer Experience DesignMotorola Confidential RestrictedDAC 2010 Keynote – Iqbal Arshad | Designing the Motorola Droid Page 40
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• Embedded Computing is main stream computing• Embedded Computing is main stream computing.
• EDA needs to use software as a strategicEDA needs to use software as a strategic
advantage.
• Design by simulation is the key - First prototype
should be the last!should be the last!
Building the base innovation
Consumer Experience DesignMotorola Confidential RestrictedDAC 2010 Keynote – Iqbal Arshad | Designing the Motorola Droid Page 41
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•Awesome talent of Motorola Engineers
•Texas Instruments, Imagination Tech and
lGoogle
•EDA communityEDA community
Great products are made by great people
Consumer Experience DesignMotorola Confidential RestrictedDAC 2010 Keynote – Iqbal Arshad | Designing the Motorola Droid Page 42
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