Embedded Software the Driver for Microelectronics?itac.ca/uploads/events/2012/exec_forum_oct2012_tu_arm.pdf · 11/10/2012 · Embedded Software the Driver for Microelectronics? Willard

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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


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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


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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


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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


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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


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Consumer Electronic Products

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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

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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


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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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http://www.google.com/imgres?imgurl=http://cdn.androidcommunity.com/wp-content/uploads/2011/02/pthumbs/Netflix-For-Androidthumb_.jpg&imgrefurl=http://custom-android.net/2011/04/01/netflix-working-on-moto-xoom-no-april-fools-no-joke-inside/&usg=__0H3KjCYr1kKNeliT9O6aJ02sGjA=&h=100&w=150&sz=4&hl=en&start=2&zoom=1&um=1&itbs=1&tbnid=sygcnHXQ1wYMYM:&tbnh=64&tbnw=96&prev=/images?q=netflix+for+xoom&um=1&hl=en&sa=N&tbm=isch&ei=xMaoTfijCI_4swOkwYyMCQ

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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


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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


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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


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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


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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


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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


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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


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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


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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


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http://www.earthue.com/wp-content/uploads/2010/10/buy-digital-camera.jpg

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Rising to the Challenge

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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

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Reason for not purchasing external software today



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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


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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


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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


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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


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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


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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


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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


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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

” “


October 11, 2012

Documents

Embedded Software the Driver for Microelectronics?itac.ca/uploads/events/2012/exec_forum_oct2012_tu_arm.pdf · 11/10/2012 · Embedded Software the Driver for Microelectronics? Willard