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Iqbal ArshadIqbal Arshad

Corporate Vice President 

Product DevelopmentProduct Development

Motorola Mobile Devices

Designing the Motorola Droid

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•Business Context

•Design Challenges

•New Opportunities

Presentation Outline

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Business Context 

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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

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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

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Design ChallengesOverviewOverview

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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 : 

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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

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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: 

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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

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Design ChallengesSystem DesignSystem Design

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UI & GFX Application & OSPerformance

Video & Imaging

Key Areas of System Design Focus

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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

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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

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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

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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

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Mechanical Board Thermal

Advanced Simulation ‐ key to reduce 

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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 

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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 

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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!

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22Motorola Droid GPS Radiated Performance Benchmarking (against Motorola and Competitor Phones)

Antenna System – Best in Class GPS Radiated 

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TIS Performance

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Design ChallengesCo‐designing HW & SWCo designing HW & SW

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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 

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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!

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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

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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

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What is the problem with these tools?

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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 !

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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 

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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 $

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Answer is NOT more Tools or component Automation

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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)

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• Embedded SoC

• All system Devices

• OS

•ApplicationsApplications

Industry Collaboration Required

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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

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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

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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!

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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

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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

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Thank You!

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