Success Factors of a MCU Company

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Tabitha Gilbert
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1 Success Factors of a MCU Company 于涛 Product Marketing Manager Microchip Technology Inc. 费浙平 China Marketing Director MIPS

2 What Defines Success in the Embedded MCU Market? Providing a powerful, scalable architecture Expanding portfolio of leadership products Supporting all stages of development Being a reliable & dependable d vendor 2

3 Cumulative MCU Shipments (MU) CY 89 CY 91 CY CY 95 CY CY 99 CY 01 CY 03 CY 05 CY 07 CY 09 3

4 MCU Product Portfolio Growth Bit 16-bit 32-bit All MCUs & DSCs Only 650 Unified 600 Development 550 Tools 500 Strongest Environment! Migration 350 Story! CY91CY92CY93CY94CY95CY96CY97CY98CY99CY00CY01CY02CY03CY04CY05CY06CY07CY08CY09CY10 4

5 Worldwide 8-Bit Microcontroller Market Share (Dollars) No. Rank Rank Rank Rank Rank Rank Rank Rank 1 Motorola Motorola Motorola Motorola Motorola Motorola Motorola Microchip 2 Intel Intel NEC NEC NEC Hitachi Renesas NEC 3 Philips Philips Philips Philips ST-Micro NEC Microchip ST-Micro 4 Mitsubishi NEC Hitachi Hitachi Philips Microchip NEC Freescale 5 NEC Mitsubishi Mitsubishi Mitsubishi Hitachi ST-Micro ST-Micro Atmel 6 Hitachi Hitachi Intel Toshiba Mitsubishi Philips Atmel Renesas 7 Toshiba Toshiba Toshiba Matsushita Microchip Toshiba Toshiba NXP 8 Siemens TI Matsushita SGS-Thomson Toshiba Atmel Philips Cypress 9 TI SGS-Thomson TI Intel Siemens Matsushita Fujitsu Sony 10 Matsushita Matsushita Siemens Microchip TI Sanyo Infineon Fujitsu 11 National Siemens Ricoh Siemens Fujitsu Samsung Sanyo Panasonic 12 SGS-Thomson National SGS-Thomson Fujitsu Sanyo Mitsubishi Samsung Toshiba 13 Ricoh Ricoh Microchip TI Matsushita Infineon Matsushita Samsung 14 MHS MHS/Temic Sharp Sony Atmel Sony Sony Datang 15 IIT Sharp Oki Zilog Zilog TI Sunplus Si Labs 16 Sharp Zilog Zilog Sharp Sharp Fujitsu Micronas Holtek 17 Fujitsu Oki National Temic Sony Sunplus Novatek Infineon 18 Oki Microchip Fujitsu Sanyo Intel Zilog Intel Elan 19 Zilog Fujitsu Sanyo National National Novatek Holtek Winbond 20 Sony IIT Sony Oki LG GSemi Micronas Winbond Denso 23 Microchip 5

6 What is PIC32 Direction Keep it Compatible Keep the essence of a PIC MCU Give it More High-performance MIPS M4K core More memory options Rich peripherals Choices of tools, operating systems and software Make it Easy Easy to migrate Easy to start Easy to buy 6

7 PIC32 & MIPS: The Logical Choice Performance Leading Cores Rich Roadmap for growth Scalable Architecture Large Ecosystem Leadership Products World-class Peripherals Strong Financial Viability Broad Sales Network 7

efficiency Lower power, smaller area Large

8 Pursue Technology Advancement and differentiation > + MIPS M4K Core 1 core beats the need for 3 With more features, more options Higher performance, more efficiency Lower power, smaller area Large ecosystem Single development-system requirement Experience in design + 8

9 PIC32 Delivers the Performance EEMBC CoreMark Score PIC32 80MHz Cortex-M3 100MHz % 125% 100% 75% 50% 25% 0% FFT (16-bit) Algorithm Times PIC32 vs. Cortex-M3 128% 127% 120% 100% 100% 100% PIC32 Cortex-M3 PIC32 Not available for Cortex-M3 PIC32 Cortex-M3 PIC32 Not available for STM32 PIC32 STM Dhrystone Performance % 500% 400% 300% Competitor-F 240 MHz ARM9 (blue) Points Floating Point Math Times PIC32 80 MHz (red) Core Performanc ce (DMIPS/MHz) MIPS32 M4K Core t instructions Competitor-A t instructions Competitor-B 16-bit instructions Competitor-C t instructions Competitor-D t instructions Competitor-E t instructions Normalized Time Source: Vendor Published Specifications 200% 100% 0% add subtract multiply divide sqrt exp log log10 pow sin cos tan asin acos atan atan2 sinh cosh tanh modf fmod fabs floor ceil ldexp frexp cmp fp to long fp to ulong long to fp ulong to fp sgl to dbl dbl to sgl 32-bit 32-bit 32- & 32-bit 32-bit 16-bit 9

10 Microchip s MCU & DSC Families 10

11 Microchip MCU Solutions Pe erform mance 700+ PIC MCUs and dspic DSCs The industry ss strongest product and family migration path Seamlessly Meeting Customer Needs PIC10 6 pins Up to 1 KB Flash PIC12 8 pins Up to 4 KB Flash PIC24F 16 MIPS pins Up to 256 KB Flash PIC18 10 MIPS pins Up to 128 KB Flash PIC pins Up to 16 KB Flash PIC24H 40 MIPS dspic pins 40 MIPS Up to 256 KB Flash pins dspic30f 30 MIPS pins Up to 144 KB Flash Up to 256 KB Flash More complex software Operating Systems 40 & 80 MIPS Up to 512 KB Flash Up to 128 KB RAM USB, Ethernet, CAN, QVGA, etc. 32-bit 16-bit 8-bit Migration 11

12 The PIC Microcontroller Development Platform Perip pherals PIC32 PIC24 dspic PIC24 Memory De evelopm ment In nterface Integrated Developmentelopment Environment (IDE) Software Libraries Compiler 3 rd -Party Support 12

13 Whole Product Solution Software Development Tools Hardware Development Boards Software Algorithm Libraries Complete Reference Designs PIC32 Training Material Consultant Network Web Design Center Training and Technical Support 13

14 Support: Software, Application Notes & Webinars Choose from hundreds of applications notes, code examples and software libraries online, including: Home Page TCP/IP ZigBee MiWi mtouch USB com/usb Motor Control Application Notes Web Seminars 14

15 Regional Training Centers 40 RTCs Worldwide de In-depth Technical Training Interactive Classes Hands-on Workshops Select from many Modules USB, Ethernet, Touch Sensing, CAN etc. Tools and Equipment Local-Language Language Support 15

16 Microchip Community, Forums, Webinars & Videos 16

17 Free Microchip Software and 3 rd Party Software are Available Microchip Software Libraries Two TCP/IP Libraries AES 128-, 196- and 256-bit Encryption Library Full Peripheral Library in C Compilers Advanced Graphics Library USB Embedded Host, Device and On-the-Go Library MiWi Wireless Protocol Stacks ( ) Two File System libraries Audio Library Bootloaders DSP Library* Floating Point Library* Microchip coc Tools oos MPLAB X IDE (free) MPLAB C Compiler HI-TECH C Compiler Third Party Software Free & Source-Code Form (* Binary only) 17

18 Machine-to-Machine (M2M) PICtail Plus Daughter Board Part # AC M2M PICtail Daughter Board enables: GSM Text / Phone GPRS Data communications GPS Navigation Vehicle Fleet Management, Security and location-based services Plugs directly into Multimedia Expansion Board (part # DM320005) Demos combining position tracking, Graphics, SMS, Ethernet & Wi-Fi connectivity Microchip M2M Module 18

19 Multimedia Expansion Board Use with any PIC32 Starter Kit PIC32 Starter Kit Connector Front Back inch QVGA touch screen 6. Graphics Controller (SSD1926) 2. Four-way joystick (S2) and fire button 7. MicroSD card slot 3. PICtail expansion connector 8. Accelerometer/temp. sensor 4. Headphone, Line out, Microphone Jacks 9. SPI Flash 2 MBytes 5. Integrated Wi-Fi Module bit audio codec (WM8731) Part # DM

20 PIC32 Ethernet Starter Kit Part # DM Integrated debugger/programmer USB Powered 10/100 Ethernet Development using PIC32 MCUs USB host, device, Dual Role and OTG Online tools & software download Support for Windows XP and Windows Vista (32 & 64-bit) PIC32 MCU with 128 KB RAM Enables addition of PIC32 Expansion Board 20

21 Being a Reliable & Dependable Vendor Financially solid, stable and well managed 80 consecutive quarters of profitability No layoffs during last down turn Non-commissioned sales force Objectivity it towards solving customer problems Competitive lead times Often ¼ to ½ of the industry Long product life 20-year old products still in production Support throughout entire design cycle 21

22 Microchip China Activities We won business from various applications like handled scanner, tea/coffee maker, power electric device, image process for security box, GUI products for solar inverter/industrial equipments etc. We setup PIC32 joint lab with universities, will publish PIC32 books We have translation team who translate English document to Chinese We organized PIC32 contest in China We have PIC32 expertise in China 22

节能环保智能, 让生活更美好! Leo Wang. MCU16 Tools and Reference Design Introduction

节能环保智能, 让生活更美好! Leo Wang. MCU16 Tools and Reference Design Introduction 节能环保智能, 让生活更美好! Leo Wang MCU16 Tools and Reference Design Introduction MCU Market Revenue Forecast China MCU Market Overview Source: CCID Consulting W/W 16-Bit Microcontroller Market Share (Dollars)