maker faire shenzhen, april 2014. atmel's position in the maker space

© 2014 Atmel Corporation1

2014 Maker Faire

Sander Arts

Makers in Business

创客与商业 !

VP, MarketingAtmel Corporation

April, 2014, Shenzhen

04/13/2023

2 © 2014 Atmel Corporation 04/13/2023

Thanks for having me !

3 © 2014 Atmel Corporation

Who is this guy ?

© 2014 Market Edge


Who is Atmel?

© 2014 Market Edge

Atmel Corporation

Sander Arts - VP Marketing: Maker Faire Presentation 2014

•Founded in 1984

•2013 Revenue: $ 1.4B

•Over two Decades of Microcontroller Innovation & Leadership

•~5,000 Employees

•Blue Chip Customer Base

•Headquarters: San Jose, CA

Outstanding Microcontroller Performance


• World’s most popular 8-bit & 32-bit architectures, AVR & ARM

• Easy to use, very accessible

• Leading Supplier of 8-bit Microcontrollers• Industry’s 3rd largest 8-bit Supplier in 2012• Growth driven by proprietary Atmel AVR architecture

• Fast Growing Major 32-bit Microcontroller Supplier• >36% CAGR 2009-2013

• Market Leader in High-Growth Touch Sensing Solutions

• Advanced and innovative ecosystem

maXTouch


Atmel MCU/MPUs – Enabling Embedded SolutionsM

em

ory

Mem

ory

PerformancePerformance

Tools

8-bit Flash MCUsIndustry Leading8-bit AVR Micros

32-bit Flash MCUsLowest Power

AVR & ARM M0+, M3 & M4 CoresEvent System, Sercom, & PTC

32-bit MPUsHighly Secure

Low CostARM9 & A5 Cores

Tools


The Enabler of the Arduino


At the heart of the Maker Community

And Atmel is a partner from the very beginning for this exact reason: Flexibility and ease-of-use


Arduino Day


Atmel powers 90+% of all 3D printers…

Facilitates Makers:• Rapid prototyping • Reduced costs • Accelerated time to market


The Economist: “The Third Industrial Revolution”


Atmel Powers The Chinese Maker Movement

04/13/2023

• Atmel is at the heart of maker community globally

• Now extending its support to Chinese maker communities

• Beijing Maker Space

Maker Communities Cooperation

• Shenzhen Maker Space • Independent Maker


Maker Communities Around the World

Over 1,000 maker communities around the worldIn China, there are 19 maker communities.

15 © 2014 Atmel Corporation 04/13/2023Sander Arts - VP Marketing: Maker Faire Presentation 2014

Can this be done?

picoPowerpicoPower

AVR Architecture,Event SystemAVR Architecture,Event System

Wide Flash Range,Up to 384kBWide Flash Range,Up to 384kB

Highly IntegratedDevicesHighly IntegratedDevices

QTouch LibraryQTouch Library

Of Course! AVROf Course! AVR

Software FrameworkApp NotesReference Designs

Software FrameworkApp NotesReference Designs

ATXMEGA32A4

ATXMEGA32C4

ATXMEGA32D4

ATXMEGA64A3

ATXMEGA64D3

ATXMEGA128A3

ATXMEGA128D3

ATXMEGA192D3

ATXMEGA256A3

ATXMEGA256A3B

ATXMEGA256D3

32kB

64kB

128kB

192kB

256kB

384kB

AVR XMEGA Portfolio Details

ATXMEGA192A3


• Hosts open source projects, and provides many collaboration tools

• Project and content open to community

• Project owners have complete control over their project, members, and tools.

• Easy access, easy to collaborate• Atmel Studio extension available

in Atmel Gallery

• http://spaces.atmel.com

Atmel SpacesEnabling Open Source Community Development

http://spaces.atmel.com/


Broad Customer Reach

04/13/2023

Atmel GalleryApp Store

50,000 Users

200,000 Downloads

First Embedded Developer App Store

Atmel Studio Development Platform

65,000 Active Developers

2,000 Embedded SW Apps

High Customer Satisfaction Rating1,200,000 Development Boards

175,000 Forum MembersPlatform of Maker community

Dedicated community in China with 20K members

and ~50K posts

Arduino Partnership AVR Freaks Community

200,000 Members

Very Large Vendor Specific User Community

Strong Tools & SW Partnerships

Atmel MCU + Tools Ecosystem = Fastest Product Development


AVR Hero Design Contest…

Add slide with China specifics around AVR contest


AVRs are creating new heroes!


Recent Kickstarter Wins – Successfully Funded

• uARM (Shenzhen)• Agent Smartwatch• 1Sheeld• DIWire• MicroView • Skirmos: Open Source

Laser Tag• Reactor Core• MicroSlice• OpenBCI• SODAQ


LED Projects Powered by Atmel


3D-Printing Projects Powered by Atmel


Arduino Projects Powered by Atmel


The Internet of Things (IoT)

“During 2008, the number of things

Connected to the Internet exceeded the

Number of people on earth” Source: Cisco July 2011

“By 2020, there will be 30 billion connected devices” Source: ABI Research May 2013

“By 2018, 50% of the internet of things solutions will be provided by startups which are less than 3 years old. We can estimate what the internet of things will be like now. But we know that most of the things that will exist in 2018 we can’t even conceive of because they haven’t been invented yet.” Source:

Gartner


The Internet of Things Driving Smart Connected Devices

Industrial Control

Building Automation

HMI Panels

Retail

Lifestyle

Residential

Energy

Industrial

Healthcare

Patient Monitoring

Elderly Care

Smart Health

Telecare

White Goods

Smart Lighting

Home Automation

Alarm Systems

Automated Chores

Automotive

Fitness & Wellness

Wearable

Gaming

Connected TV/STB

Smart Meters

Data Collectors

Thermostats

Security

Car Access

Power Train

Safety

BUS Controller

RFMCU

Sensor Battery

IOT EndpointIOT Endpoint

Atmel: Social Media Reach

YouTube

1,408,525 Views

LinkedIn

17,273 Followers

Facebook

210,286 Likes737,423 Monthly Reach

1M+ Monthly Impressions

208% YoY Growth

Twitter Google+

4,881 +1’sBig Maker Community

1,000+ Blog Posts Since May 2013

500% Increase in Views YoY

506,246 Views

• Ranked top 3 social semiconductor company• Second most-viewed partner in ARM’s Connected

Community• Social influence score among the highest in the

industry

Blog

Accolades

Growing Network

Youku

22,465 Views

122% Growth in 5 Months

Sina Weibo

Chinese Blog

Started in

November 2013

19,609 Views


Atmel Has Strong MCU Awareness

Q: Please select the processor vendors you are familiar with?

Source: UBM 2013


Atmel Rises Towards Leadership

No. 1996 Rank 1998 Rank 2008 Rank 2010 Rank 2012 Rank

1 Motorola Motorola Renesas Renesas Renesas

2 NEC NEC Freescale Freescale Freescale

3 Philips STM NEC Microchip Microchip

4 Hitachi Philips Microchip Atmel Atmel

5 Mitsubishi Hitachi Fujitsu TI TI

6 Toshiba Mitsubishi TI Fujitsu Infineon

7 Matsushita Microchip Infineon Infineon Fujitsu

8 SGS-Thomson Toshiba Atmel STM STM

9 Intel Siemens Samsung Samsung Cypress

10 Microchip TI STM Toshiba Toshiba

11 Siemens Fujitsu Toshiba NXP Samsung

12 Fujitsu Sanyo Panasonic Cypress NXP

13 TI Matsushita NXP Panasonic Panasonic

14 Sony Atmel Denso Sony Sony

15 Zilog Zilog Cypress Silicon Labs Silicon Labs

16 Sharp Sharp Sony Intel Melfas

17 Temic Sony Datang ROHM Intel

18 Sanyo Intel Sharp Holtek Holtek

19 National National Intel Melfas ROHM

20+ Atmel LG Semi Silicon Labs Elan Elan

Sources: iSuppli (4/12) Gartner, Dataquest and Atmel Total MCU revenue excluding Smart Cards


• …AVR & ARM 8-bit & 32-bit architectures. One of the:• …world’s broadest• …world’s most popular• …easiest to use

• …a very strong brand in the market• …the hearts and minds of the Arduino community• …many, easy to use examples • …one of the world’s largest eco systems • …one of the largest independent communities• …a very large, global social footprint• …the connectivity pieces, touch, and low power to win in IoT• …the right company culture that embraces Makers globally

In summary: Atmel has…

The right ingredients to enable you to be successful!


In closing…we are the Maker enablers,

but the power is with you…

Many people gather wood (to make the) flame higher!

© 2014 Atmel Corporation

Atmel®, Atmel logo and combinations thereof, Enabling Unlimited Possibilities®, and others are registered trademarks or trademarks of Atmel Corporation or its subsidiaries. Other terms and product names may be trademarks of others.

Disclaimer: The information in this document is provided in connection with Atmel products. No license, express or implied, by estoppel or otherwise, to any intellectual property right is granted by this document or in connection with the sale of Atmel products. EXCEPT AS SET FORTH IN THE ATMEL TERMS AND CONDITIONS OF SALES LOCATED ON THE ATMEL WEBSITE, ATMEL ASSUMES NO LIABILITY WHATSOEVER AND DISCLAIMS ANY EXPRESS, IMPLIED OR STATUTORY WARRANTY RELATING TO ITS PRODUCTS INCLUDING, BUT NOT LIMITED TO, THE IMPLIED WARRANTY OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE, OR NON-INFRINGEMENT. IN NO EVENT SHALL ATMEL BE LIABLE FOR ANY DIRECT, INDIRECT, CONSEQUENTIAL, PUNITIVE, SPECIAL OR INCIDENTAL DAMAGES (INCLUDING, WITHOUT LIMITATION, DAMAGES FOR LOSS AND PROFITS, BUSINESS INTERRUPTION, OR LOSS OF INFORMATION) ARISING OUT OF THE USE OR INABILITY TO USE THIS DOCUMENT, EVEN IF ATMEL HAS BEEN ADVISED OF THE POSSIBILITY OF SUCH DAMAGES. Atmel makes no representations or warranties with respect to the accuracy or completeness of the contents of this document and reserves the right to make changes to specifications and products descriptions at any time without notice. Atmel does not make any commitment to update the information contained herein. Unless specifically provided otherwise, Atmel products are not suitable for, and shall not be used in, automotive applications. Atmel products are not intended, authorized, or warranted for use as components in applications intended to support or sustain life.

© 2014 Atmel Corporation33 Sander Arts - VP Marketing: Maker Faire Presentation 2014 04/13/2023

maker faire shenzhen, april 2014. atmel's position in the maker space

Presentations & Public Speaking