ceo keynote @ "youtube generation" developer conference
DESCRIPTION
Keynote to 550+ execs at ARC\'s Silicon Valley Developer ConferenceTRANSCRIPT
Copyright© 2007. ARC International. All rights reserved.
Copyright© 2007. ARC International. All rights reserved.
Changing LandscapeNew Form
Factors
New Form Factors
More Sources
More Sources
New Distributors
New Distributors
Copyright© 2007. ARC International. All rights reserved.
Time is “Whenever”
Place is “Wherever”Place is “Wherever”
Technology is
Choices are “Whatever”Choices are “Whatever”
Consumer’s Expectations
GPS
HD Audio, Video
Early A.I.
WiMAX
“Huh?”
Copyright© 2007. ARC International. All rights reserved.
“Free” Storage
$100M
1987 2015
Sources: Semico Research Corp; Hard Disk Drive Mfg’sDotted line represents extrapolation
Pro
jec
t C
ost
/Ter
abyt
e
$1
Copyright© 2007. ARC International. All rights reserved.
“Free” Data Transmission
1M Mb/S
1975 2015
Dat
a R
ate
1 Mb/S
Co
st p
er B
it p
er K
M/S
Sources: Semico Research Corp; AT&TDotted lines represent extrapolation
$100
$0.00001
Data Rate Cost
Copyright© 2007. ARC International. All rights reserved.
Declining Semiconductor Prices
0
5
10
15
20
25
30
35
40
45
2000 2001 2002 2003 2004 2005 2006 2007
$0.00
$0.50
$1.00
$1.50
$2.00
$2.50
W.W. IC Unit Shipments W.W. IC ASPsSource: Semico Research Corp.
Bil
lio
ns
Un
its
AS
Ps
Copyright© 2007. ARC International. All rights reserved.
45 Million Unit Markets
Copyright© 2007. ARC International. All rights reserved.
Mil
lio
ns
of
Un
its
Unit VolumesSource: Semico Research Corp.
$0
$25
$50
$75
$100
180nm 130nm 90nm 65nm 45nm*
0
10
20
30
40
50
Mil
lio
ns
of
Do
lla
rs
Design Costs Device Revenues
Do Semiconductors “Get” theNew Environment?
High Quality Content... Anywhere, Anytime
Any Device
Massive Increase in Applications
User Experience is at the Center
Technology is in the Background
Copyright© 2007. ARC International. All rights reserved.
Declining Venture Capital Investment
$0$200$400$600$800
$1,000$1,200$1,400$1,600
Mil
lio
ns
of
Do
lla
rs
Sources: PricewaterhouseCoopers and Thomson FinancialIndicates US venture capital activity in Q3, 2007
Calendar Q3 2007
Copyright© 2007. ARC International. All rights reserved.
The Semiconductor Industry Isn’t Perceived As Enhancing the Consumer Experience
Why?
$2.00/unit $25.00/unit $399.00/unit
Copyright© 2007. ARC International. All rights reserved.
Connecting Semiconductors to
The Consumer
Enhanced ExperienceEnhanced Experience
Increased Portability
Time to MarketTime to Market
Copyright© 2007. ARC International. All rights reserved.
Enhanced Experience
MultipleFormats
MultipleFormats
Different Form Factors
Different Form Factors
High Quality Encode & Decode
High Quality Encode & Decode
Copyright© 2007. ARC International. All rights reserved.
QCIF to HDMulti-FormatMulti-Codec
Example:ARC® 417V Subsystem
ARC’s Approach
Video Encode/DecodeAudio Encode/Decode
Imaging Encode/Decode
ProgrammableConfigurable
ScalableLow Power
Copyright© 2007. ARC International. All rights reserved.
Increased Portability
WiFiWiFi
WiMAXWiMAX
Copyright© 2007. ARC International. All rights reserved.
Increased Portability
DPE0DPE1
ILVPE
RSD
RoutersCCPE
LPVPE
RSE
ARCXAL
MAL
Copyright© 2007. ARC International. All rights reserved.
Time to Market
GPSGPS
802.11802.11 Bluetooth®Bluetooth®
Multi-ChannelSound
Multi-ChannelSound
VideoDecode
VideoDecode
VideoEncode
VideoEncode
3GBaseband
3GBaseband
ImagingImaging Camera I/FCamera I/F
UART
JTA
G
USB
I/O AXI Controller
I/O
I/O
Tra
ce
SD
RC
Fixed ArchitecturesFixed Architectures
Non-ProgrammableNon-Programmable
Non-ScalableNon-Scalable
Single FormatSingle Format
HomogeneousHomogeneous
IP from MultipleVendors
IP from MultipleVendors
100’s of Hardware Blocks100’s of Hardware Blocks
Numerous Development Environments
Numerous Development Environments
No Pre-VerificationNo Pre-Verification No Pre-IntegrationNo Pre-Integration Un-Optimized PowerConsumption
Un-Optimized PowerConsumption
Un-Optimized Performance
Un-Optimized Performance
HostProcessor
HostProcessor DSPDSPGraphicsGraphics
ARC’s IP Approach
Hardware IPHardware IP
Software IPSoftware IP
Development ToolsDevelopment Tools
Integrated Solutions
Copyright© 2007. ARC International. All rights reserved.
ARC’s SoC Design Approach
Common Development Environment
Early Adopter:
Multiple HW Architectures
Multiple HW Architectures
HW Development Tools
HW Development Tools
IP LibraryIP Library SW LibrarySW Library
SW Development ToolsSW Development Tools
Common APIsCommon APIs
Open Source Open Source
ApplicationsApplications
Copyright© 2007. ARC International. All rights reserved.
Summary
• Consumers are demanding more and more from their technologies… and getting it
• Semiconductors companies must adapt to the new reality
• “Value” is in the experience of the consumer
Copyright© 2007. ARC International. All rights reserved.