Embedded Software the Driver for Microelectronics? Willard Tu ARM Director - Embedded Oct 2012 1 Little about me Director of Embedded Software Store at ARM Past Roles at ARM: responsible for developing the awareness of ARM technologies in the embedded markets such as Automotive, Smart Energy, and Standard Microcontrollers. 20+ year veteran of the semiconductor industry, worked a variety of engineering, sales and marketing positions focused on embedded applications for Motorola Semiconductor (Freescale), National Semiconductor (TI), and NEC Electronics (Renesas). BSEE from the University of Michigan, and a MBA from the University of Phoenix. Career of I will not Semiconductor, Automotive, Sales & Marketing, Japanese Company Canadian at heart 2 1
Technology Lifecycle 3 Agenda ARM Consumer Electronics Products Market Trends State of the embedded market Internet of Things (IoT) Rising to the challenge 4 2
Partnering for Success ARM s business model enables an ecosystem of companies to succeed ARM ARM Business Development ARM SemiCo ARM Partner License Efficient Scalable royalty OEM Customer Resilient ARM is at the nexus of an ecosystem of 100 s of companies Choice Innovation Differentiation 5 The ARM Business Model ARM ARM licenses technology to Partner licence royalty 2-3 yrs to design new processor Business Development SemiCo Partner Partner develops chips 3-4 yrs from license to royalty OEM Customer OEM sells consumer products Processor can ship for +20yrs Innovative business model yields high margins Upfront license fee flexible licensing models Ongoing royalties typically based on a percentage of chip price Technology suitable for multiple applications can ship for decades 6 3
ARM s Opportunity at all Price Points Volume Opportunity $1-2 $3-6 $10-15 Average Selling Price of a Semiconductor Chip ARM Usage Today >$25 7 2012-2016 Internet of Things Always connected, always on All about sensors and user control Smart appliances everywhere Personal information at your fingertips Representing data in a meaningful way 1 trillion internet connected devices by 2025 8 4
Applications Processor Roadmap Cortex-A Series Low-Power Leadership Performance, Functionality Cortex-A8 Cortex-A5 Cortex-A15 >2GHz+ in 28HPM Virtualization 1TB physical addressing big.little with Cortex-A7 Cortex-A9 Shipping in volume in mobile since 2009 2 nd generation 1-4X SMP 4x1750DMIPS@700MHz+ in 40LP Cortex-A7 1/5 the power of Cortex-A15 Architectural alignment with Cortex-A15 2011 2012 2013 2014 Future 9 Embedded Processor Roadmap Cortex-R, Cortex-M & SecurCore Series Low-Power Leadership Cortex-R7 - Hard real-time leadership - Reliability, safety critical apps - 2x2300DMIPS@1GHz in 40G Performance, Functionality Cortex-R4 Cortex-M4 Cortex-M3 Cortex-M1 Cortex-M0 SC300 Cortex-R5 - Lock-step, dual-core modes - ECC on busses, coherency port - 2x960DMIPs@600MHz in 65G SC000 - Smallest 32-bit processors Cortex-M0+ - Tiny ARM CPU - 1/3 size, 1/3 power, comparable perf of ARM7-90DMIPS@100MHz in 180G 2011 2012 2013 2014 Future 10 5
We do Graphic IP too Performance Graphics and GPU Computing Graphics 2009 2010 2011 2012 2013 Graphics and GPU Compute for mobile computing Enabling next generation use-cases Combine ARM Cortex and Mali processors into efficient unified computing subsystem Aligned with market to give uncompromised choice balancing Die area (cost) Compute capability Software requirements Extend Mali leadership in graphics performance, power and cost 11 Driving the Next Five Years of Transformation Mobile Computing Servers Connectivity The Internet of Things 12 6
Consumer Electronic Products 13 Mobile is the Nexus TO DELETE (Le Pad) Barnes & Noble Nook 14 7
Connecting the World Over 4Bn people connected by mobile phones During the 2010 Holiday period $230M was spent on EBay using smartphones Tablet apps revenues projected to top $15B in 2015* Mobile Computing market (Media Tablets, Mini-notebooks, Mobile PCs) > 15M units shipped in Q3 2011 Smartphones will leapfrog over the PC in the developing world Smartphone data traffic will exceed PC traffic in 2014 *Sources: InStat 15 We are just at the beginning 6.8 Billion people on the planet 1.4 Billion do not have electricity 8000 7000 6000 5000 Global Population Mobile Subscriptions Internet Users ~2.2 Billion do not have a mobile phone Millions 4000 3000 2000 ~ 5.1 Billion do not have internet 1000 0 1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 2010 Data compiled from: World Telecommunication/ICT Development Report 2010, The Global Information Technology Report 2008-2009 World Economic Forum, Population reports from US Census Bureau, UN Report on World Population to 2300 16 8
Mobile Apps changing the way we live 17 Mobile is winning... It s amazing to me that the smartest developers now are writing apps for mobile before they write for Windows or Apple Mac desktop operating systems. Eric Schmidt Google CEO, July 2010 18 9
What are the enablers? Processors Bluetooth Wifi Cellular Modem NFC SIM Flash Controller Apps Processor Touchscreen Control GPS Power Management Sensor Camera Touch Screen Button Controls Power Management Accelerometer Magnetometer Ambient Light sensor Proximity sensor Gyroscope Microphones Networking Bluetooth Wifi Cellular Modem NFC USB GPS What is the glue that brings this all together? 19 Market Trends 20 10
Current Big Thing : Energy Quadrillion Btu Total Energy Used Fossil Fuel Generated Electricity 1980 2030 Cents/kWh Electricity cost Oil cost 1980 2009 Surging demand for connectivity from consumers expanding data centers Increased energy use is raising energy costs Developing areas do not have infrastructure to support Source: US Energy Information Administration, June 2010 21 Visual Computing is Coming to Life Intuitive user interfaces Graphics capability becoming a key factor in consumer purchasing decisions Rich graphics a priority for anything with a screen Smartphones, DTVs, STBs, Tablets, hand-held games consoles, In-Car entertainment Large and growing market for GPUs 4 billion internet connected screens in 2016, most with embedded graphics 22 11
Constant Connectivity 23 Impact of Software on Product Innovation Consumer Embedded Expectations Differentiators GUI/HMI Connectivity Personalization Content On Demand Commerce Security Low Power 24 12
State of the Embedded Market 25 Greatest Technology Challenge Thinking about the next year, what areas will be your greatest technology challenges? Copyright 2012 by UBM Electronics. All rights reserved. 26 13
Total Team Resources (including time/dollars/manpower) What is your total development resource requirement for software vs. hardware? Copyright 2012 by UBM Electronics. All rights reserved. 27 Choosing a Processor What are the most important factors in choosing a processor? Copyright 2012 by UBM Electronics. All rights reserved. 28 14
Code Reuse In 2012, 85% reused code. In 2011, 87% reused code. In 2010, 86% reused code. In 2009, 89% reused code. In 2008, 89% reused code. Does your current project reuse code from a previous embedded project? Copyright 2012 by UBM Electronics. All rights reserved. 29 Choosing a Microprocessor What is most important when choosing a microprocessor? Copyright 2012 by UBM Electronics. All rights reserved. 30 15
Software Complexity Development Costs (Industrial Application) $25 Billion spend on embedded software engineering labor $1 Billion spend on commercial embedded software Hidden opportunity for commercial software solution providers Source : VDC Research and Siemens industrial automation group Increasing software requirements, New products are more complex, incorporating connectivity, graphical user interfaces, energy efficiency. Software development the long tail of the product development cycle. 31 Internet of Things 32 16
How BIG Is The Opportunity? TAM ~ DTAM Large $210 B $10 B Medium $75 B $51 B Mass Market Small $16 B $14 B ~25% of TAM $ Value $301 B $75 B +90% of The Customers Source: Avnet EM TAM Sources: Electronics Outlook, Bishop, Fleck, Gartner, isupply, Paumanok, SIA (Rev 7/15/11) DTAM/GP: Avnet EM estimates for independent franchise distribution 33 Embedded Sub-Segments 2015 2015 2015 Automotive/Transportation 2.5bnu Industrial Automation 0.9bnu Medical Electronics 0.4bnu Multimedia 11%CAGR Lighting 14%CAGR 12%CAGR Diagnostic Equipment Dashboard/Driver information Body Control Chassis & Safety systems Powertrain Rail & Other Transport HVAC, Refrigeration and Power Security, Fire and Safety Machine Drives Controls & Compute/PLC Operator Interfaces/HMI Patient Monitoring Imaging and Scanning Consumer Medical Medical Therapy Military & Aerospace 2015 2015 2015 Smartcard Retail Automation 0.04bnu 7bnu 0.3bnu C4I & EW Sonar & Radar Space Systems Simulation Avionics Weapons Control 12%CAGR Access Control SIM Cards Payment Cards Identity Cards Secure NFC 9%CAGR Asset Tracking (RFID, etc.) 7%CAGR Payment Platforms Point of Sale Terminals Handheld Scanners & Readers Fixed Terminals 2015 2015 M2M Smart Energy Motor Control??bnu 0.4bnu?%CAGR 16%CAGR Personal Health Sensor Networks Public Infrastructure Tracking Transport Management Smart Grid Smart Meters Smart Appliances Demand Response Gateways Monitoring Displays AC Drives DC Drives Medium Voltage Servo Stepper 2015 0.5bnu 12%CAGR 34 17
Use case: Camera A camera with wireless networking become highly functional A camera that is App enabled has increased value 35 Use Case: Thermostat Programmable LCD Display Networked Color Display Learning 36 18
Rising to the Challenge 37 Software Complexity Development Costs (Industrial Application) $25 Billion spend on embedded software engineering labor $1 Billion spend on commercial embedded software Hidden opportunity for commercial software solution providers Source : VDC Research and Siemens industrial automation group 38 19
The Challenge to realizing the IoT Who writes the software? Large OEM Large software staff Mass Market (Distribution): Small engineering team Internal Development 40% do not use external software today Commercial Robust, Supported, But closed Opportunity IoT Free-ware Questionable quality, Limited support, But open 39 The Challenge to realizing the IoT Reason for not purchasing external software today Source : VDC Research and Siemens industrial automation group 40 20
The Challenge to realizing the IoT Greatest influencing factor for purchase of software Source : VDC Research and Siemens industrial automation group 41 Enabling Software - Opportunities Applications App. Interface Middleware Components: Databases, Directory Application servers Comms. Protocols Platform Interface Service Middleware OS/RTOS High Availability Platform Future driven by connectivity, software and open standards Re-use of hardware and software IP across markets 42 21
Capitalizing on the Software Trend The ARM Connected Community CMSIS MCU software interface standard Solution Center for Android (SCA) Linaro Collaborative engineering enables easier, quicker development of optimized open source devices www.linaro.org Embedded Software Store A marketplace, developed by ARM & Avnet to drive innovation in embedded software enabling complete silicon solutions www.embeddedsoftwarestore.com 43 Ecosystem, Ecosystem, Ecosystem 44 22
Cortex Microcontroller Standard (CMSIS) New Abstraction layer for all Cortex-M processor based devices CMSIS-CORE : API for Cortex-M processor and core peripherals CMSIS-DSP : DSP Library with 61 functions for Cortex-M CMSIS-SVD : XML system view description for peripherals CMSIS-RTOS : API for RTOS integration Benefits to the embedded developer Consistent software interfaces for silicon and middleware vendors Simplifies re-use across Cortex-M processor-based devices Reduces learning curve, development costs, and time-to-market 45 Ecosystem: Android The Solution Center for Android (SCA) offers developers the widest range of Android resources Over 80 participating SCA companies come together to share their expertise, solutions and services, including Development tools Resources for developing devices Porting guides White papers Android training Webinars SCA is a growing community www.arm.com/solution-center-android 46 23
Linaro Making Open Source Easier Founding Partners: ARM, Freescale, IBM, Samsung, ST-Ericsson and Texas Instruments Invests in open source projects, including kernel and tools Linaro does essential engineering Relevant to multiple verticals markets Relevant to multiple distributions OEM differentiation: apps, UI, services Differentiated platforms accelerated time to market Tablet Netbook Mobile DTV IVI Distributions / verticals can reuse Linaro project Linaro open source core engineering Middleware and tools Base Linux OS 47 Embedded Software Store.com A market place for developers and customers searchable for multiple solutions simple licensing and transactions 48 24
Embedded Linux Challenges Which Linux kernel should I use? Which open source packages should I use? Which APIs / libraries do I need? Should I use GCC 4.4.1 or 4.6.3? How do I add support for additional device drivers? How do I customize software? Which open source plugins should I use? Do I need hardware acceleration? Should I use a uclibc or glibc toolchain? Can I integrate third-party plugins? How can I optimize my platform? 57% of all embedded Linux projects are completed late or are cancelled.* * Source: EE Times Embedded Market Study, 2010 49 Embedded Linux Challenges Build custom BSPs/SDKs for target processors and kits with LinuxLink Menu-driven GUI that guides development Does not require prior Linux experience Highly customizable embedded Linux distribution GCC 4.1 1000s of packages device drivers & versions uclibc or glibc Linux kernel debug APIs/libraries toolchain open source plugins Expert Support Professional Services dependencies optimizations third-party plugins 50 25
RTOS and Middleware Example Customer Application Keyboard Keyboard Controller Interrupt Controller Tick Timer CPU Real-Time Kernel RTOS Graphical User Interface File System Display Controller Touch Screen Controller Media Controller Display with optional Touch Interface Media (SD) (MMC) (NAND Flash) (NOR Flash) (CF) (RAM Disk) Other Ethernet Controller (MAC/PHY) TCP/IP Stack TCP/IP Apps Audio I 2 S Controller Wireless Radio USB (Host) (Device) USB Stacks Building Blocks An RTOS is the foundation/framework for your embedded design 51 Enabling Software: Coffee Maker Turn Products into Touchpoints new content HTML ads and manuals ads and instructional videos key and touch orders Microbrowser enabled coffee maker becomes a Marketing Portal Creating New Business Models display ads, take orders 52 26
Enabling Software: WiFi Controller 53 BiggiFi TM In Action PLAY BiggiFi Play In every device Multi Layered Forms the back bone of the system Contains BiggiFi Certified Content BiggiFi enables the Big Screen from Mobile The Mobile device is the Key. Because of BiggiFi Play each mobile device can act one to one, many to one or in a circle of peers. We set a new standard for on the go social exchange 54 27
Summary Sensors, Networking and Software are the key enablers Harness the lessons learned in Consumer Electronics and apply them to the Internet of Things Plenty of opportunity for those who can rise to the challenge and manage the software complexities that the future brings 100+ billion 1998 2010 2020 55 In this business, by the time you realize you're in trouble, it's too late to save yourself. Unless you're running scared all the time, you're gone. Bill Gates 56 28