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Freescale Technology Forum - Paris Tuesday, October 11, 2005
AS PREPARED FOR DELIVERY
Bonjour, Good morning! It is a great pleasure for me to be with you here in Paris.
There are 13 European nationalities and participants from all around the world
amongst us today. I want to welcome you all to the Freescale Technology Forum
and thank you very much for taking time to be here with us.
For many of you in the audience, you know Freescale very well because you are
already doing business with us. I don’t want to get any further into my remarks
this morning before I stop and personally thank you for putting your trust in us as
a technology solutions provider and look forward to working with each of you for
many years to come.
We have invited you for a single purpose: to connect with you. Of course here at
FTF, you are going to get an opportunity to hear about leading technology and
exchange ideas with experts from the industry. But what is even more important
is that we hear about the challenges you are facing and that we build a closer
relationship with you and the company’s you represent.
Aside from those of you who are our customers, we also have in the audience
today members of the media, partners who collaborate with us on services and
tool offerings and even industry analysts interested in understanding our
business better. We welcome you all and appreciate you taking your time to be
with us for today and tomorrow.
In my remarks this morning, I would like to address three topics.
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First, I want to provide you and overview of Freescale. Second, I am going to
speak about a few mega-trends we see happening in the industry – and where
those trends take both Freescale and your companies as well.
Finally, I will talk about Freescale’s strategy and how it fits into those trends –
and how we are helping you advance your own embedded technology products
and solutions.
Let me talk for a few minutes about Freescale.
As most of you know, we became an independent company just over a year ago
after being part of Motorola for more than 50 years. Interestingly enough, our IPO
was the second largest technology offering of the year in the U.S. behind Google.
We are the third largest semiconductor company in the U.S., with sales last year
of $5.7 billion, balanced geographically around the world.
We have approximately 22,000 employees world-wide and have wafer
manufacturing fabs located in the U.S., Europe and in Japan. We have
assembly and test facilities in Malaysia and China and we leverage design talent
from around the world with design centers in more than two dozen locations on
five continents.
Here in the EMEA region, Freescale has 4,600 employees in 20 countries. The
company’s main manufacturing locations in EMEA are in East Kilbride, Scotland
and Toulouse, France with significant hardware design, software and IP creation
centers located in Denmark, France, Germany, Ireland, Israel, Romania, Russia
and the United Kingdom.
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Freescale is also part of the Crolles2 Alliance (near Grenoble, France) that brings
together STMicroelectronics, Philips and Freescale in an alliance of
unprecedented scope in the microelectronics sector. The joint Crolles2 R&D
center focuses on providing a state-of-the-art 300mm silicon wafer pilot line and
on specific technologies at the forefront of semiconductor R&D. Having started at
90nm, the alliance will develop CMOS processes at 65nm, 45nm and, ultimately,
the 32nm node.
Today marks our 1st year anniversary for manufacturing 90-nanometer designs.
During that time, Freescale has introduced 12 new products on 90-nanometer
technology, including the first 90-nanometer multi-core programmable DSPs to
be produced in volume.
Our other 90-nanometer products include digital, analog, RF and embedded
memory devices for diverse end applications such as wireless handsets, printers,
enterprise networking components and telecom transmission equipment.
And here is one more testament to the high caliber of technology work being
done her in Europe. At our Crolles2 location, Freescale has completed each of its
successive 90-nanometer design releases “right-the-first-time”, producing fully
functional samples in customer applications after only one pass. This 100
percent first-pass success rate demonstrates Freescale’s ability to reduce the
design gap between ever-improving technology and manufacturing capabilities
and the industry’s capacity to generate designs able to keep pace with these
advances.
Our achievements over the past year have set the stage for successful 65-
nanometer prototyping, which we will begin soon.
Whether we’re talking about France, Europe or anywhere else in our global
operation, the key to our future growth is going to be leveraging the expertise we
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have gained in embedded intelligence and connectivity. That expertise is
supported by an intellectual property portfolio of more than 4,900 patent families.
To give you an idea of the kind of growth we’re shooting for in the years to come,
the three large businesses that anchor our portfolio – transportation, networking
and wireless – today sell into a $55 billion market, which we expect to reach $83
billion by 2007.
The diversity and breadth of this portfolio gives us an insight to create innovative
integrated solutions. Our mission is to enable you – our customers – to imagine
and deliver more intelligent, more connected products.
We do that through our three business groups: Transportation and Standard
Products, Wireless and Mobile Solutions and Networking and Computing
Systems. Let me take a moment to talk about each.
Our largest business, which we call Transportation and Standard Products is
all about embedded control systems. We have a rich portfolio of 8-bit and 16-bit
microcontrollers and PowerPC-based 32-bit microprocessors, DSPs, a variety of
inertial sensors and pressure sensors, and analog products including solid-state
switching and power management devices.
In 2004, these product offerings combined to generate $2.6 billion revenue for us
– or 46% of our total business, and just over two-thirds of sales in this business
came from the automotive arena.
Of course, in addition to being Freescale’s largest business, it is also one of the
most exciting industries to be in, particularly given the fact that six of the Top 15
car makers in the world have their headquarters here in Europe. Renault-Nissan
VAG, DaimlerChrysler, PSA, Fiat and BMW are world leading brands for the
automotive industry – and key customers for us as well. They are pushing
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innovation into the vehicle through the creative use of intelligent silicon like never
before. In fact, the semiconductor content in vehicles is growing at a faster pace
(between 6 and 8%) than the projected growth of the automotive market.
I’ll be talking more about the automotive arena in just a bit, but suffice it to say
that we see some fascinating trends taking shape in this area – and we feel we
are very well positioned to help our customers capitalize on the changes taking
place in the automobile.
Next is our Wireless and Mobile Solutions business. The focus of this
business is on building complete platforms for mobile cellular, consumer and
converged devices.
Last year, it represented 28 percent of our total sales with revenues of $1.6
billion. With 44 percent growth in 2004, Wireless and Mobile outpaced the
industry’s growth by a nice margin.
Baseband processors, applications processors, RF, power management, power
amplifiers, GSM/GPRS reference designs, EDGE (2.75G), and UMTS (3G)
offerings are all part of what Wireless and Mobile bring to our customers.
We also have some very powerful emerging wireless technologies like Ultra-
Wideband, DVB-H and Zigbee that occupy leadership positions in the market.
There are so many exciting things going on in the wireless business but you will
hear more about our wireless and mobile solutions offering in a short while from
Franz Fink, Senior Vice President and General Manager of our Wireless and
Mobile Solutions Group.
Finally, our Networking and Computing Systems business is focused on
wireless and wireline infrastructure; enterprise, home and SOHO networking;
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and pervasive computing The Top products for this business are based on the
PowerPC architecture leveraged into our PowerQUICC family of
communication processors. Within this family of products the announcement of
our new QUICC Engine architecture has been recognized by the Linley
Groups as the most significant development in this area in the last ten years.
Our product portfolio also includes the Host Power PC processor (G4), the
Starcore DSP, high power RF devices and highly integrated system-on-chip
platforms.
Our networking business represents about one quarter of our total revenues
and has some impressive numbers behind it. In its history, this business has
shipped 194 million communications processors, 52 million infrastructure
DSPs and nearly 20 million plastic-packaged RF transistors.
Tomorrow morning, you will hear much more about opportunities in networking
and communications during the opening keynote from David Perkins, senior
vice president and general manager of our Networking and Computing
Solutions Group.
I want to really encourage you to be back here for David’s remarks. He has
spent a great deal of time here in Europe over the years. His comments are
going to be insightful and completely relevant to the issues, challenges and
opportunities many of you are dealing with everyday as industry leaders .
So those are Freescale’s major business groups. We believe these three
businesses – along with the IP, cores, process technology and the technical
talent we possess – provide us an excellent footing for growth and continued
innovation. I will touch on them a bit more in a few minutes when I talk about our
strategy, but first, I’d like to spend a few moments outlining what we see as key
forces around the world that are influencing the future opportunities for each of
our business segments.
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These include: globalization, the growing influence of the consumer,
convergence and standards. While these trends are not all-encompassing,
each of them underscores the fact competition in the technology world today has
become less of an individual pursuit, and more of a team sport.
Today’s world is constantly changing and market dynamics and costs are driving
centers of technology and expertise. However, with its rich history of innovation
and creativity, Europe is well positioned to take full advantage of the
opportunities the future will bring.
Nearly 30% of worldwide semiconductor demand is generated by European
based companies. That means future innovations will continue to be driven from
our region, particularly in communications and automotive.
Europe of course was the birthplace of GSM, which is now ubiquitous worldwide.
Our collective European countries created a standard which drove the
tremendous growth of the wireless industry. It's here too that 3G and its
evolution are setting the standards for the future,
Another example of European strength is the automotive arena. The standards –
CAN, LIN and FlexRay, were all developed and driven here, in partnership with
the main European suppliers and car OEMs.
This brings me to the growing influence of the consumer. For a long time,
innovation in our industry was driven by what was happening in the PC / IT
arena. But for the last few years, the purpose of nearly all the innovation taking
place in PCs has been to simply reduce costs. Today, the center of true
innovation has shifted to the phone, to the car, to the home servers, to the many
things consumers love, which now use a lot of the same components.
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Last year, for the first time, the monetary value of semiconductors in products
bought by consumers exceeded the amount spent by corporations. Think about
these statistics.
• Today there are more cell phones in use in China than there are people in the
United States.
• Broadband subscribers have grown more than 125% in just the last two
years. In 2004, subscribers broke the 100 millions milestone, and by 2010,
iSupply expects the decade to end with close to 300 millions subscribers.
• According to the UMTS Forum, global 3G subscriptions hit 50 millions this
month, just 2 years after the first’s commercial deployments of the
technology.
The final trend I want to mention, which is closely linked to the growth in
consumer electronics, is convergence. When people hear that term, many
automatically think about the impact the consumer is having on driving
independent functions into multi-function devices. The phone that is also a
camera – the camera that is also a phone – or the flat panel monitor that gets
used for gaming, TV and surfing the internet.
But the more important part of the convergence story is the convergence taking
place around standards.
The reason the cell phone industry and consumer electronics marketplace both
opened up so dramatically the past few years is that technological standards
have converged. And as open standards continue to take hold in other industries,
one of the consequences will be that a few key components are going to find
their way into everything.
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We are big advocates of open standards, in part because they let everyone
compete on their own merits. They drive innovation by getting more people in the
game and by letting us spend more time innovating and less time worrying about
infrastructure.
We are excited by the possibilities convergence offers and by the fact that
convergence plays to our strength in integrating our processes and products with
other technologies. Our ability to blend electronic functions using low power into
everyday products is an ever-more-important advantage.
Now that we have covered the mega trends in the market, let’s focus on
Freescale’s strategy.
Freescale's strategic intent is global leadership in embedded processing
solutions for a connected world.
Global leadership is key to us in all we do – whether it is in innovation, customer
support or providing the most competitive solution that enables your success.
This is especially important in Europe since so much of what happens here is at
the absolute cutting-edge of technology.
The solutions focus is important because we are not in the market simply to sell
silicon. We provide you with an entire solution – from silicon to software to
complete reference designs. This doesn't mean we have to do it all ourselves.
We are establishing terrific partnerships and alliances with our customers and
with third parties that complement our establish core competencies. You will
actually see many of these providers in our Tech Lab.
Connectivity is a key driver of value for you and for growth opportunities in our
marketplace. We know that it is important to you that we develop the intellectual
property needed to deliver leadership products. I want to assure you that we are
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creating technology roadmaps based on a solid understanding of market trends
and with an eye on the issues you face as you develop your own products based
on Freescale solutions.
Our strategy is driving us to anticipate customers' needs and accelerate the
offering of breakthrough products that improve system capability along
parameters most important to you.
We have strong positions in several key embedded processing and connectivity
market-spaces and we intend to grow in areas which are logical extensions of
those positions. We have expressed this notion by stating that we intend to hold
the #1, #2 or #3 positions in the markets we serve.
Let me talk a bit about these markets starting with the automotive space – an
area where Europe has clearly excelled and is a dominant force in the world.I
Our history in the automotive industry goes back almost three decades, to our
introduction of the MC6801 engine controller in late 1970s. Today,
microcontrollers and processors power virtually every major sub-system in the
vehicle, from door modules and window-lifters to safety systems such as airbag
modules and, of course, in on-board entertainment consoles where the state-of-
the-art is on par with home entertainment systems.
Freescale is at the forefront of these developments. Our intelligent silicon
products such as the S08, S12X and PowerPC architectures, industry-leading
flash-based microcontrollers, power actuation and management devices, and
pressure and inertial sensors – represent the most technologically advanced and
complete portfolio of products and capabilities.
In the next decade, the innovation story in the automotive space is going to
center on the development of the autonomous car. In the autonomous vehicle,
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body electronic systems will include controls to help manage load and fuel
consumption, intelligent lighting, climate management and smarter remote
access capability. To enhance safety, cars will contain smart airbags, lane
departure warning monitors, brake-by-wire, tire pressure monitoring systems and
electronic stability systems..Many of these capabilities are being designed in
future high-end cars.
As I mentioned earlier, much of the standard setting in car networking – CAN,
LIN and FlexRay – was developed and driven here in partnership with the main
European suppliers and car OEMs. These networks have enabled new levels of
security, comfort, economy and entertainment in the car.
Just a few weeks ago, we announced the world’s first FlexRay controller.
FlexRay, by virtue of its built-in fault-tolerance and high connection speeds,
represents a significant advance in the ability to network in-car systems, so much
so that we predict it will someday be – like CAN – a standard feature on car
microcontrollers. Freescale is the world’s leading provider of semiconductors to the automotive
industry We are confident that we have the most advanced technology solutions
in the market-place, and I believe our portfolio of technology solutions is well
aligned for the development of the autonomous vehicle.
Being first is important, but it doesn’t mean much, especially in Automotive, if it
doesn’t come along with quality. Zero Defects is a philosophy we are driving
throughout our company. It is underpinned by our focus on Six Sigma, the
industry recognized problem-solving methodology for continuous improvement
and rapid breakthrough performance to achieve sustainable business results.
Today at Freescale, we have a disciplined belt development program with over
300 black and green belts .They are the company’s change agents, tackling our
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toughest challenges – an overall methodology that drives business
improvements
Many of our core competencies in embedded processing, connectivity and
analog design lend themselves to consumer and industrial electronics. In fact,
we find that the stringent requirements of low power, data protection and
innovative thinking are a key strength of Freescale’s products.
For more than a decade, Freescale has been a market leader in power
management solutions. We’re constantly evolving and perfecting our technology
so you can design more features into your mobile device using less power. By
enabling the highest integration in the world with our SMARTMOS™ technology,
we give you key advantages in board area, system cost and cohesive hardware
and software interfacing consolidation.
As an example, on one IC, we have integrated multimode switchers with the
audio system, then added backlight drivers, fun lighting, USB interface, battery
chargers and A/D converters. So, whether you’re working on mobile handsets or
media players, digital cameras, PDAs or toys, we can help you manage power
successfully.
And that is why we have developed our SMARTMOS™ power management
technology–a cost-effective blend of analog, digital and robust power devices.
With SMARTMOS more features and capability can be economically packed into
a smaller form factor, reducing cost, improving performance and reliability.
And, as portable electronics become more central to your busy life, you worry
about data loss and damage to your handheld devices. Freescale offers peace-
of-mind with our three-axis sensor. It is designed to protect a device and its data
by putting the device into “park” mode in the event it is dropped, shaken, tilted,
inverted or flipped.
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In just a moment, Franz will talk more in-depth about a number of the
technologies and products his business is developing in this area, including UWB
and Zigbee.
In the networking arena, our technologies focus on enabling the seamless
delivery of voice, video, and data through the global network. For example, more
than 60 percent of all 2.5G and 3G wireless infrastructure applications are
enabled by Freescale's high-power RF transistors. And in the infrastructure,
enterprise and home – our range of processors accelerate, secure, converge and
connect end to end. In fact, Freescale is the top supplier of integrated
communications processors – a product category we invented more than 15
years ago.
Our PowerQUICC communications processor family based on PowerPC cores
remains the industry’s undisputed leader. These processors integrate high-speed
interfaces, such as Ethernet and RapidIO, as well as security and data path
acceleration – all while providing the best performance per watt for embedded
applications. For instance, our PowerQUICC 3 delivers 3000 MIPS at less than
10 Watt and our dual core host processor MPC8641D will run at 3Ghz for
20Watt.
Freescale continues to strengthen our processing portfolio to help meet the
needs of our networking customers. A few weeks ago we acquired Seaway
Networks – a company recognized as an innovator in high-performance, silicon-
based content processing. We expect that this technology will provide customers
with advanced security and traffic-management solutions for data networking
applications. The acquisition ensures that Freescale will be a leader in providing
breakthrough, deep-packet processing in our very popular PowerQUICC family of
communications products.
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PowerPC has come up a few times in my remarks this morning, so I want to take
a moment to specifically address that architecture. It represents approximately
25% of our total revenue as a company and we continue to see it as a key
technology for embedded processing – and are completely committed to its long-
term success.
Freescale currently offers the broadest portfolio of products based on the
PowerPC architecture – scaling in performance from 40 Megahertz to in excess
of 1.5 Gigahertz. But its software scalability that allows software investments to
be used across the performance range and its application flexibility make it one
of the best embedded platforms on the planet. It is also supported by a strong
ecosystem to help accelerate time-to-market for your products and solutions.
As networking technologies enter and expand in the home, we think we are very
well positioned to grow with the market opportunities. We will do that by
combining our unique embedded processing offerings with our integrated
security capabilities for protecting copyright content, and coupling that with not
only wired, but wireless connectivity solutions for multimedia streaming and
distribution.
And to explore this further, let me hand over the stage to Franz Fink, Senior Vice
President and General Manager of our Wireless and Mobile Solutions Group to
talk about Ultra-Wideband, one of our most exciting new technology offerings. He
will then speak to you in-depth about the dramatic changes and innovations he
sees in the wireless arena – and how Freescale is positioned to take advantage
of that dynamic market.
Please welcome him to the stage…
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[Franz] Thank you very much, Denis. It was great to hear you talk about Europe
and all the exciting statistics related to the region. There is no way you can look
at opportunities in wireless and not be totally excited about the potential that
exists in this market-place.
I’m here to talk to you about an explosion of growth we are likely to see not only
in Europe but worldwide in the wireless arena. We are not talking about small
numbers. But rather THREE BILLION wireless devices in the marketplace by
2010. That’s one billion traditional cell-phones plus one billion ultra-low tier cell-
phones and one billion converged mobile devices. How will that growth happen?
What technologies will be needed to drive this growth? Well, we are talking
about an explosion around mobile and wireless voice, data and multimedia
caused by a revolutionary concept we call seamless mobility.
So let me take a moment to explain what I mean by that phrase. I want you to
imagine that you are on a phone call while you are walking into your house and
you decide you would like to turn on your television and download a movie to
watch. Today, that process generally means you have to hang up your phone,
find your remote control, turn on the TV which is connected to a DVD player or
tethered to your TV by a cable and a box provided by a cable company.
In the seamless mobility era that we are talking about today, you will be able to
flip your phone over, turn on the TV with it because it contains a ZigBee driven
RF module. And because you will have a 3-axis accelerometer built into the
phone, you will be able to tilt your hand back and forth to scroll through a menu
of selections to turn on you UWB-enabled multi-media server, select the movie
you want to download, and stream that video to your television in just a few
seconds – all without wires.
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And when you are back out and about, you can also use your phone to tune into
a TV broadcast to watch your favorite soccer team. Our DVB-H technology
makes that possible today.
In fact today, along with one of our great partners, DiBcom, we are announcing
their tiny DVB-H receiver system-in-package. More on DVB later….
So, no matter where you go or what you are doing, seamless mobility means you
will be connected to voice, video and data in the way you want, when you want it.
I have been talking seamless mobility for several years now – along the way I
have heard many people say seamless mobility will never happen – it’s just too
complex. But thanks to a lot of innovation and ingenuity, it is starting to become a
reality.
But for many of you designers in the audience, you know all too well that we still
have a ways to go before seamless mobility is an everyday reality as common as
radios or television sets. That’s obviously because as the demand for more
feature-rich cell phones grows, so too does the complexity of the technology, the
need to extend battery life, and the ever-increasing challenge handset
manufacturers face, time-to-market
But before I do so, let me give you some details on Freescale’s wireless
business. As you can see from the slide, in 2004, we earned $1.6 billion in this
business and in 2004, we outpaced the growth of our competitors in this space
by a very nice margin. We are among the largest providers of wireless platform
solutions and offer complete platforms for mobile cellular, consumer and
converged devices. And we have a number of leadership positions in the market
that make this point even more interesting.
In GSM, we are the #1 supplier to Motorola, the #1 multi-mode RF design
manufacturer and #2 in total baseband global market share. We are gaining a
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great deal of momentum in the low-tier phone space with our i.250 GSM platform
and are currently working with a number of top OEMs. Like no other company,
we deliver the most complete 2/2.5G solution, featuring a totally integrated
baseband, transceiver, power management and power amplifier cellular platform.
I mentioned 1 billion ultra-low tier cellular handsets by 2010. In both the GSM
and GPRS space, we recognize the explosive growth taking place in countries
such as China and India, Russia and other markets. If you take a look at China
and India, you can see that we are deeply engaged with 5 out of top 11 OEMs
representing 33% ’04 market share, and 2 out of top 5 OEMs representing 20%
’04 market share respectively. We are playing a key role in servicing growth in
these markets.
Let’s look at India. I was giving a keynote address like this at our India Freescale
Technology Forum last month. There is no way you can look at opportunities in
wireless and not be totally excited about the potential of India. It’s one of the
world's fastest growing major mobile market with more than 63 million current
subscribers. New wireless subscriptions in India are growing at an average of
two million a month – and I understand that last month, that number reached
2.73 million. That is an astonishing figure, and you can trace the same
momentum in China and other vibrant economies - but it’s only the beginning of
what I see as a much more interesting future.
In 3G, there’s no question that we feel we have the best 3G solution in the world.
We are now offering the first 3G high speed downlink packet access on CMOS90
StarCore™ DSP and ARM11™ -- and just this past May, we announced that we
had completed the first call on our MXC Single Core Modem, which I’ll come
back to that revolutionary architecture in just a moment.
In both the GSM and GPRS space, we recognize the explosive growth taking
place around the world. If you take a look at this side-by-side comparison, you
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can see that we are deeply engaged with 5 out of top 11 OEMs representing
33% ’04 market share, and 2 out of top 5 OEMs representing 20% ’04 market
share respectively.
Now back to solving the seamless mobility challenge. I know each of you has
heard of Moore’s Law – a theory developed more than 30 years ago by Intel’s
Gordon Moore. He made the prediction that semiconductors will move to a higher
density or a greater number of transistors on a constant size chip. But we are
now seeing greater functionality for the same or even lower transistor count. This
is forced by the fundamental difference between a PC and a handset – size.
More precisely put, consumer appetites for smaller, feature rich mobile devices
capable of delivering a seamless mobility experience are driving the need for
more and more miniaturization. It’s not an easy challenge to deal with. High-tier
mobile devices can have over 400 separate components, with entry-level phones
having around 150-200. How can we address the challenge of a post-Moore’s
Law world?
First, you need to miniaturize to create true design freedom. You need a
replaceable chip package that allows you to choose exactly how efficiently you
need to be to design your own ultra-efficient wireless device. MXC provides a
flexible platform to allow your companies and carriers to innovate effortlessly, at
low cost and high margin. Reduced components means more design freedom,
more rapid time to market. Combining the communications and the applications
functions in a single package as MXC does, opens up enormous possibilities for
wireless platform reuse and form factor upgrades, across multiple protocols and
operating systems, with a 40% reduction in the electronic bill of materials to allow
a 3G phone the size of a postage stamp. Second, you need to reduce costs. Here at today’s Freescale Technology Forum,
we will be making a voice call on our newest generation 3G platform, the i300-30.
With the WCDMA signaling call on the i.300 platform we are continuing to
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illustrate extreme innovation through our architectural approach to reducing
handset design costs while increasing form factor flexibility. I think you’ll be
impressed by the demo in the Tech Lab. With MXC we take this concept to the
extreme. It’s easy to imagine slim and sleek 3G handsets with the affordability of
today’s 2.5G handsets when you see the size of the MXC platform on a postage-
stamp. And for current generation GSM/GPRS/EDGE and Wide-band CDMA phones,
our RF subsystem shrinks the board space by up to 70% to enable a new
generation of sleek and affordable handsets. This is an industry first. Other so-
called single chip, dual-core solutions do not begin to approach this degree of
simplicity. This is a breakthrough on the road towards seamless mobility – and it
is not an endless journey. We intend to bring a true 3G phone on-a-postage-
stamp to market in 2007.
3G is not just about how much mobile data or mobile multimedia can be held in
the handset, it’s about lowering network costs for both voice and data. One of the
major reasons for the emergence of 3G technology was to provide more voice
calls per megahertz of spectrum.
Spectrum is a finite resource and many wireless networks around the world are
running into congestion problems with their second-generation digital
technologies. We are leading the way in the RF arena to address this issue. Our
high speed packet download access technologies brings 10X greater spectrum
to 3G service providers with little to no increase in cost.
HSDPA is essential to realizing the power of and maximizing network operator
investments in 3G. It provides the bandwidth for advanced applications, a mobile
alternative to broadband DSL and cable, and reduces the cost per megabyte of
data transmission for the cellular operator. Last month in London, we
demonstrated HSDPA at 3.6Mbps; our roadmap has 10Mbps chipsets in the near
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future, followed closely by 14Mbps chipsets. So Freescale is blazing the trail
with HSDPA supported on both i.300 and MXC 3G platforms. You can catch a
demo of our HSDPA solution today in the Technology Lab.
Third, you need to be multimode. In other words, you need embedded
intelligence to handle multiple simultaneous tasks across multiple protocols
efficiently with the lowest possible power consumption.
The essential question we ask is: “how can a device process the massive volume
of data required to deliver a meaningful multimedia experience without
consuming a tremendous amount of power?”
At Freescale we have discovered a formula for this. Focusing on hardware
acceleration to optimize mobile multimedia performance, we are working to
achieve 20x processing performance for a given UMTS (3G) set of applications
on an applications processor. This is with minimal impact on battery life.
We are achieving this on our i.MX family of applications processors via what we
call smart speed technology. The smart speed switch inside i.MX provides for
parallelism in the system meaning the processor is more efficient, executing a
greater number of effective instructions per clock cycle.
In a Synchromesh benchmark study of i.MX21 at 266mhz vs. a leading
competing device at 398mhz, i.MX21 provided this 2X superior throughput
performance with fewer clock cycles, while consuming ½ the power, thereby
extending battery life. This means – if you have a little time to kill -- you could
listen to about 1600 songs or every recorded song by U2 and the Rolling Stones
in a single battery charge on your cellphone.
At this Freescale Technology Forum, I know we are conducting workshops on
i.MX. I really encourage those of you working in the space to take time to attend
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these sessions. i.MX has been winning sockets on the strength of its low-power
yet feature rich performance from customers around the world, so it is definitely a
product family I think you are going to want to be familiar with.
Let’s turn now from the vision of seamless mobility to the reality. I want to show
you some demonstrations of some of the building blocks of seamless mobility:
DVB-H and Ultra-Wideband.
We were one of the first to demonstrate DVB-H technology at 3GSM World
Congress, back in February 2004. Today, you are beginning to see mobile
television as an emerging mobile consumer trend. As I mentioned before, today,
along with one of our great partners, DiBcom, we are providing the tuner for a
tiny DVB-H receiver system-in-package.
This system-in-package is based on their extremely successful chipset made up
of Freescale’s MC44CD02 direct conversion tuner and DiBcom’s DiB7000-H
channel decoder. It’s a fully validated chipset now in production that enables
integrators to considerably shorten their time to market while allowing even
smaller form factors and reducing sourcing burdens.
The chipset has been validated in independent trials and is used in several
terminals currently in the field in different countries.
In addition to DVB-H, Freescale has some exciting new technologies in the
wireless arena that I want to talk to you about – one of which is Ultra-Wideband.
UWB is a wireless technology that transmits an extremely low power signal over
a wide swath of radio spectrum and promises to become a universal personal
area networking. Unlike conventional radio systems that operate within a
relatively narrow bandwidth, Ultra-Wideband operates across a wide range of
Deleted: – and I want to ask Thierry Cammal, our European Region Go-To-Market Director for the wireless business to join me on stage to help me with what we’re about to show you.
Deleted: ¶[DVB-H demo takes place]¶
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frequency spectrum by transmitting a series of very narrow and low power
pulses.
UWB is a cutting-edge technology, but at Freescale, we have already put it into
the hands of a customer and that customer is now first to market with a novel
solution that is really attracting customers.
So, this camcorder, similar to ones you have at home or nearly the same one as
this one is a High Definition camcorder. When you want to edit the film that you
have captured, you are today connecting this camcorder to the PC thru a firewire
cable and can access to the content on your PC.
Now, we are going to disconnect this from the laptop and connect it to the
transmitter over here via firewire. Obviously, this is not a final set up and some
customers including you may already be integrating this into your technology or
end equipment.
Once connected to the transmitter, we will be able to display the signal from the
camcorder, wirelessly through the laptop which is connected to another UWB
hub. Last week, Freescale was the first to demonstrate Ultra-Wideband
operating with on a Bluetooth software stack with two companies called Open
Interface and Frontline Test Equipment.
UWB has the capability to scale to multiple gigabits per second, which could
enable multiple simultaneous streams of video over a single UWB connection.
And at a megabit per milliwatt, it is more power efficient for the data being
transferred than other types of this kind.
Now what you are seeing is streaming data from the camera to the UWB hub and
then wirelessly to the laptop. The UWB Technology is providing far more
bandwidth than this camcorder is requiring. So, while we have this wireless
Deleted: ¶¶
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connection up and running we are also going to use it to transmit a TV stream
from the DVB-T tuner to the laptop over here and onto the screen.
Now you can see inputs from the camcorder and TV tuner transmitted wirelessly
over the UWB connection. The high data rate, low power consumption and
affordability of the chipset are ideal for multimedia-centric products such as set-
top boxes, digital displays, camcorders, DVD players, digital video recorders, and
digital cameras, to send and receive digital streams of audio and video.
One of our customers, Haier Electronics, looked hard at other technologies, such
as Bluetooth to enable their newest high-definition television. In the end, they
took a consumer’s perspective of their television and correctly, in my opinion,
decided that when you invest in a high-definition television, you want a flawless
picture. So they insisted on creating a wireless solution that could support that
consumer experience.
Our customers around the world share the same enthusiasm for this new
technology – we are especially excited about the contribution our customers and
design partners here in Europe can make of this technology in their own
applications.
It’s great to know that Europe remains one of the great centers of innovation in
the world – and it has been very generous of you to let me and Thierry share this
new technology with the audience today.
Denis – Thanks Franz. Well done.
To me, one of the points Franz’s presentation drove home is the fact that a lot of
what our business is about is connectivity – about staying connected, and
leveraging the ideas that connectivity makes possible to run our businesses, and
our lives, better than ever before.
Deleted: ¶¶
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While that’s mostly great news, we also understand that designers today are in a
virtual pressure-cooker to get higher quality, smarter designs to market faster
that ever before. They need, and deserve, a partner that understands their needs
and can give them the assistance they want, when they want it.
At Freescale we are determined to be that partner. We are committed to being an
organization focused on continuous improvement, in particular
on process alignment, analytical rigor, speedy execution, timely, data driven
decisions -- and most important on your requirements.
We have more sales and application engineers in the field – well over 650 of
them worldwide -- than many of our competitors. We have invested in the ability
to support your needs in any region of the world with our own people.
We have created and rolled out a new set of services called “Fast Track” to
accelerate customer time-to-market. Fast Track brings our best-in-class services
like the DevTool Direct, CD on Demand documentation and free samples under
one menu of web-based services, allowing our customers to be self-sufficient. .
I invite you to check out the full line of Fast Track offerings in the Tech Lab.
We have reconfigured our Global Technical Information Center to use what we
call a “follow-the-sun” handoff process. That means no matter the time of day or
night, you can be assured that your issue is being worked by someone at one of
our 14 technical support centers around the world. In 2004, we managed over
77,000 inquiries and requests.
And if you need specialized software written, code converted or even a reference
design developed, we are ready to assist you in any region of the world where
you require support.
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Let me close with a few additional thoughts.
I believe that someday soon, just about everything we touch will possess
embedded intelligence and connectivity – changing our lives in profound and
unexpected ways.
I especially the see the trends in open standards and open source programming
as the driving force behind our movement out of the information age into the
conceptual age where the creation of new products, new markets and totally new
economies appear and disappear rapidly. I don’t believe the pace of change has
even begun to slow. In fact, as more and more people play a role in shaping
technology, I see it’s acceleration as an exponential curve upward.
While the outcome of that change is not easy to predict, we believe that much of
that change will be driven here in Europe and we are committed to supporting the
long-term prosperity and growth of European’s technology industry. The one
thing we know for certain is that the only sure way to win is to make sure our
customers win -- and we look forward to taking the next steps together with you.
I now encourage you to visit our Technology Lab, speak with our technical
experts who have come over from different parts of the world and discover our
latest technology platforms and IPs. These will allow you to meet your future
challenges and lead in your respective markets.
Our strategic partners, here today, have made this technology showcase
possible and I want to extend my warmest thanks to them. During the course of
these two days you will have plenty of opportunities to meet with them.
And, this evening, you are cordially invited to a cocktail reception with a picture
perfect view of Paris and live entertainment in the Tech Lab area, starting at
18h00
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I wish you an excellent Technology Forum!