Success Factors of a MCU Company

于涛 费浙平Product Marketing ManagerMicrochip Technology Inc.

China Marketing DirectorMIPS

What Defines Success in the Embedded MCU Market?Embedded MCU Market?

Providing a powerful scalableProviding a powerful, scalable architectureExpanding portfolio of leadership productspSupporting all stages of developmentB i li bl & d d bl dBeing a reliable & dependable vendor

2

Cumulative MCU Shipments (MU)

84819000

( )

6960

7860

7000

8000

5100

6003

5000

6000

28643553

42564000

5000

10771472

18512344

2864

2000

3000

5 12 23 40 76 141 241 365 542 7711077

0

1000

3

CY89

CY91

CY93

CY95

CY97

CY99

CY01

CY03

CY05

CY07

CY09

MCU Product Portfolio Growth

800

8-Bit 16-bit 32-bit All MCUs & DSCs

Growth

650

700

750

800

OnlyUnified

500

550

600

650 UnifiedDevelopment

ToolsE i t!

350

400

450

500 StrongestMigration

Story!

Environment!

200

250

300

350 Story!

50

100

150

200

4

0CY91CY92CY93CY94CY95CY96CY97CY98CY99CY00CY01CY02CY03CY04CY05CY06CY07CY08CY09CY10

Worldwide 8-Bit Microcontroller Market Share (Dollars)Market Share (Dollars)

1991 1992 1993 1996 1998 2001 2003-05 2006-09No. Rank Rank Rank Rank Rank Rank Rank Rank

1 Motorola Motorola Motorola Motorola Motorola Motorola Motorola Microchip2 Intel Intel NEC NEC NEC Hitachi Renesas NEC3 Philips Philips Philips Philips ST-Micro NEC Microchip ST-Micro4 Mitsubishi NEC Hitachi Hitachi Philips Microchip NEC Freescale5 NEC Mitsubishi Mitsubishi Mitsubishi Hitachi ST-Micro ST-Micro Atmel6 Hitachi Hitachi Intel Toshiba Mitsubishi Philips Atmel Renesas7 Toshiba Toshiba Toshiba Matsushita Microchip Toshiba Toshiba NXP8 Siemens TI Matsushita SGS-Thomson Toshiba Atmel Philips Cypress9 TI SGS-Thomson TI Intel Siemens Matsushita Fujitsu Sony

10 Matsushita Matsushita Siemens Microchip TI Sanyo Infineon Fujitsu11 National Siemens Ricoh Siemens Fujitsu Samsung Sanyo Panasonic12 SGS-Thomson National SGS-Thomson Fujitsu Sanyo Mitsubishi Samsung Toshiba13 Ricoh Ricoh Microchip TI Matsushita Infineon Matsushita Samsung14 MHS MHS/Temic Sharp Sony Atmel Sony Sony Datang15 IIT Sharp Oki Zilog Zilog TI Sunplus Si Labs16 Sharp Zilog Zilog Sharp Sharp Fujitsu Micronas Holtek17 Fujitsu Oki National Temic Sony Sunplus Novatek Infineon18 Oki Microchip Fujitsu Sanyo Intel Zilog Intel Elan19 Zilog Fujitsu Sanyo National National Novatek Holtek Winbond

S S O G S

5

20 Sony IIT Sony Oki LG Semi Micronas Winbond Denso2323 MicrochipMicrochip

What is PIC32 “Direction”

Keep it CompatibleKeep it Compatible− Keep the essence of a PIC® MCU

Give it MoreGive it More− High-performance MIPS® M4K® core− More memory options

Ri h i h l− Rich peripherals− Choices of tools, operating systems

and softwareMake it Easy− Easy to migrate

Easy to start− Easy to start− Easy to buy

6

PIC32 & MIPS: The Logical ChoiceChoice

● Performance Leading Cores ● Leadership Products● Performance Leading Cores ● Rich Roadmap for growth● Scalable Architecture

● Leadership Products ● World-class Peripherals● Strong Financial Viability

● Large Ecosystem ● Broad Sales Network

7

Pursue Technology Advancement and differentiationand differentiation

>+

1 core beats the need for 3

MIPS® M4K® Core

With more features, more optionsHigher performance, more efficiencyL ll

+Lower power, smaller areaLarge ecosystemSingle development-system requirement

8

Single development-system requirementExperience in design

PIC32 Delivers the Performance

120%128% 127%

150%FFT (16-bit) Algorithm Times PIC32 vs. Cortex-M3

EEMBC CoreMark™ ScorePIC32 80MHz 183 7

100% 100% 100%

120%

75%

100%

125%

or C

orte

x-M

3

or S

TM32

PIC32 80MHz 183.7Cortex-M3 100MHz 175.2www.coremark.org

0%

25%

50%

PIC

32

Cor

tex-

M3

PIC

32

PIC

32

STM

32

PIC

32

PIC

32

Not

ava

ilabl

e fo

Not

ava

ilabl

e fo

Cor

tex-

M3

ce

1.56

1 3

Dhrystone Performance64 128 256 512 1024

Points

500%

600%Floating Point Math Times

Perf

orm

anc

MIP

S/M

Hz)

Cor

e

1.25

0.950.95

1.3

0 7 300%

400%

500%

Competitor-F240 MHz ARM9(blue)

PIC3280 MHz (red)

orm

aliz

ed T

ime

Cor

e P

(DM

PS32

®M

4K®

Ct i

nstr

uctio

ns

mpe

titor

-B16

-bit

inst

ruct

ions

mpe

titor

-Dt i

nstr

uctio

ns

mpe

titor

-Ct i

nstr

uctio

ns

mpe

titor

-At i

nstr

uctio

ns

mpe

titor

-Et i

nstr

uctio

ns

0.7

100%

200%

(blue)

No

9

Source: Vendor Published Specifications

MIP

32-b

it

Com

32-&

Com

32-b

it

Com

32-b

it

Com

32-b

it

Com

16-b

it

0%

add

subt

ract

mul

tiply

divi

de

sqrt

exp

log

log1

0

pow sin

cos

tan

asin

acos

atan

atan

2

sinh

cosh

tanh

mod

f

fmod

fabs

floor ceil

ldex

p

frex

p

cmp

fp to

long

fp to

ulo

ng

long

to fp

ulon

g to

fp

sgl t

o db

l

dbl t

o sg

l

Microchip’sMCU & DSC FamiliesMCU & DSC Families

10

Microchip MCU Solutions

700+ PIC® MCU dMore complex softwareOperating Systems40 & 80 MIPS700+ PIC® MCUs and

dsPIC® DSCsThe industry’s strongest

PIC24H40 MIPS18 – 100 pinsUp to 256 KB Flash

dsPIC3340 MIPS18 100 pins

40 & 80 MIPS Up to 512 KB FlashUp to 128 KB RAMUSB, Ethernet, CAN, QVGA, etc.

The industry s strongestproduct and familymigration path

Up to 256 KB Flash 18 – 100 pinsUp to 256 KB Flash

dsPIC30F30 MIPS18 – 80 pinsUp to 144 KB Flash

PIC24F16 MIPS

man

ce

14 – 100 pinsUp to 256 KB Flash

PIC1810 MIPS18 - 100 pinsUp to 128 KB Flasher

form Seamlessly Meeting

Customer Needs

32 bit

16-bit

Up to 128 KB Flash

PIC128 pins

PIC1614 - 40 pinsUp to 16 KB Flash

Pe 32-bit

8 pinsUp to 4 KB Flash

PIC106 pinsUp to 1 KB Flash

8-bit

11

Migration

The PIC® MicrocontrollerDevelopment PlatformDevelopment Platform

Integrated De elopmentIntegrated De elopmentIntegrated DevelopmentEnvironment (IDE)

PIC24PIC24

men

tPIC32dsPICPIC32dsPIC

MMpher

als

pher

als

evel

opm

nter

facePIC24PIC24

MemoryMemory

Perip

Perip D

eIn

SoftwareLibrariesSoftwareLibraries

CompilerCompilerParty3rd-Party

Support

12

Whole Product Solution

Software TrainingSoftwareAlgorithm Libraries

Training Material

SoftwareDevelopment

T l

Web Design Center

Tools

Training and Technical

PIC32

HardwareDevelopment

Boards

Technical Support

Boards

Complete Reference Designs

Consultant Network

13

Designs

Support: Software, Application Notes & WebinarsApplication Notes & Webinars

Choose from hundreds of applications notes, code examples pp , pand software libraries online, including:

Home Page www.microchip.comHome Page www.microchip.comTCP/IP www.microchip.com/ethernetZigBee® www.microchip.com/ZigBeeMiWi™ www.microchip.com/MiWimTouch™ www.microchip.com/mTouchUSB www microchip com/USBUSB www.microchip.com/USBMotor Control www.microchip.com/motorApplication Notes www.microchip.com/appnotesApplication Notes www.microchip.com/appnotesWeb Seminars www.microchip.com/webinars

14

Regional Training Centers

40 RTCs Worldwide0 Cs o d deIn-depth Technical TrainingInteractive ClassesInteractive ClassesHands-on WorkshopsSelect from many ModulesSelect from many Modules USB, Ethernet, Touch Sensing, CAN etc.g,Tools and Equipment Local-Language SupportLocal Language Support

15

Microchip Community, Forums Webinars & VideosForums, Webinars & Videos

16

Free Microchip Software and3rd Party Software are Available3rd Party Software are Available

Microchip Software Libraries Microchip ToolsMicrochip Software LibrariesTwo TCP/IP Libraries AES 128-, 196- and 256-bit Encryption Library

c oc p oo sMPLAB® X IDE (free)MPLAB C CompilerHI TECH C® C ilFull Peripheral Library in C Compilers

Advanced Graphics LibraryUSB Embedded Host, Device

HI-TECH C® Compiler

and On-the-Go LibraryMiWi™ Wireless Protocol Stacks (802.15.4)Two File System libraries

Third Party Software

yAudio LibraryBootloadersDSP Library*DSP LibraryFloating Point Library*

Free & Source-Code Form

17

Free & Source Code Form (* Binary only)

Machine-to-Machine (M2M) PICtail™ Plus Daughter Board

Part # AC320011

PICtail™ Plus Daughter Board

M2M PICtail™ Daughter Board enables:

− GSM Text / PhoneGSM Text / Phone− GPRS Data communications− GPS Navigation

Vehicle Fleet Management, Security and location-based servicesPlugs directly into MultimediaPlugs directly into Multimedia Expansion Board (part # DM320005)Demos combining position tracking, Graphics, SMS, Ethernet & Microchip

M2M Module

18

802.11 Wi-Fi® connectivityM2M Module

Multimedia Expansion Board

4 55

Use with any PIC32 Starter Kit

1098

21

2PIC32 Starter Kit Connector

BackFront3

67

Back1. 3.2 inch QVGA touch screen 6. Graphics Controller (SSD1926)2. Four-way joystick (S2) and fire button 7. MicroSD card slot

Front

3. PICtail™ expansion connector 8. Accelerometer/temp. sensor4. Headphone, Line out, Microphone Jacks 9. SPI Flash 2 MBytes5 Integrated Wi Fi® Module 10 24 bit audio codec (WM8731)

19

5. Integrated Wi-Fi® Module 10. 24-bit audio codec (WM8731)Part # DM320005

PIC32 Ethernet Starter Kit

Part # DM320004Integrated debugger/programmerUSB Powered10/100 Ethernet Development using PIC32 MCUsUSB h t d i D l R l dUSB host, device, Dual Role and OTGOnline tools & software downloadOnline tools & software downloadSupport for Windows® XP and Windows Vista (32 & 64-bit)PIC32 MCU with 128 KB RAMEnables addition of PIC32

20

Expansion Board

Being a Reliable & Dependable VendorDependable Vendor

Financially solid, stable and well managedFinancially solid, stable and well managed− 80 consecutive quarters of profitability− No layoffs during last down turn− No layoffs during last down turn

Non-commissioned sales forceObj ti it t d l i t bl− Objectivity 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

Support throughout entire design cycle

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.inverter/industrial equipments etc. We setup PIC32 joint lab with universities, will publish PIC32 booksWe have translation team who translate English document to ChineseWe organized PIC32 contest in Chinae o ga ed C3 co test C aWe have PIC32 expertise in China

22

Experience we can Learn pfrom ARM

© 2011 MIPS Technologies, Inc. All rights reserved.

ARM 告诉我们的经验

品牌 & 开发工具环境

ARM MCU

品牌 & 开发工具环境

Cortex-M0 Cortex-M1 Cortex-M3 Cortex-M4

ARM Cortex M系列处理器的指令集互不兼容ARM Cortex M系列处理器的指令集互不兼容

但是这个问题似乎可以被完全屏蔽

架构兼容性重要

© 2011 MIPS Technologies, Inc. All rights reserved.

架构兼容性重要吗？

嵌入式开发方法的演变

架构细节曾经很重要

正日渐变得不重要

开发环境变得很重要得

芯片公司的整体服务很关键

开发环境、开发接口

OS, Middle-ware, Packed library etc.

PIC8

Black BoxPIC8

PIC16。。。

© 2011 MIPS Technologies, Inc. All rights reserved.