CEO Keynote @ "YouTube Generation" Developer Conference

Changing LandscapeNew Form

Factors

New Form Factors

More Sources

More Sources

New Distributors

New Distributors


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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?”


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“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


“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


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


45 Million Unit Markets


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


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


The Semiconductor Industry Isn’t Perceived As Enhancing the Consumer Experience

Why?

$2.00/unit $25.00/unit $399.00/unit


Connecting Semiconductors to

The Consumer

Enhanced ExperienceEnhanced Experience

Increased Portability

Time to MarketTime to Market


Enhanced Experience

MultipleFormats

MultipleFormats

Different Form Factors

Different Form Factors

High Quality Encode & Decode

High Quality Encode & Decode


http://www.srslabs.com/ss-csencodingtech921.asp

http://www.srslabs.com/TruSurroundHD4.asp

http://www.srslabs.com/ss-moblilehd926.asp

http://www.srslabs.com/ae-srsautomotivetech826.asp

http://www.srslabs.com/vp-vip1122.asp

http://www.srslabs.com/vp-dialogclarity1123.asp

http://www.srslabs.com/vp-noisereduction1121.asp

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http://en.wikipedia.org/wiki/Image:200px_DAB_logo.jpg

http://www.drm.org/index.php

http://en.wikipedia.org/wiki/Image:Dvb_logo.jpg

http://images.google.com/imgres?imgurl=http://www.riedl.tv/a_Dolby-Trademark.gif&imgrefurl=http://www.riedl.tv/&h=46&w=160&sz=3&hl=en&start=1&um=1&tbnid=pLnHxSG6rbrsfM:&tbnh=28&tbnw=98&prev=/images%3Fq%3Ddolby%2Btrademark%26svnum%3D10%26um%3D1%26hl%3Den%26rls%3Dcom.microsoft:en-US

http://images.google.com/imgres?imgurl=http://www.hecklerspray.com/wp-content/uploads/2006/07/daniel%20craid%20james%20bond%20casino%20royale.jpg&imgrefurl=http://www.hecklerspray.com/daniel-craig-is-good-james-bond-says-paid-co-star/20063811.php&h=314&w=314&sz=43&hl=en&start=17&um=1&tbnid=QQyU3VeExNpHjM:&tbnh=117&tbnw=117&prev=

http://images.google.com/imgres?imgurl=http://www.hecklerspray.com/wp-content/uploads/2006/07/daniel%20craid%20james%20bond%20casino%20royale.jpg&imgrefurl=http://www.hecklerspray.com/daniel-craig-is-good-james-bond-says-paid-co-star/20063811.php&h=314&w=314&sz=43&hl=en&start=17&um=1&tbnid=QQyU3VeExNpHjM:&tbnh=117&tbnw=117&prev=

QCIF to HDMulti-FormatMulti-Codec

Example:ARC® 417V Subsystem

ARC’s Approach

Video Encode/DecodeAudio Encode/Decode

Imaging Encode/Decode

ProgrammableConfigurable

ScalableLow Power



WiFiWiFi

WiMAXWiMAX



DPE0DPE1

ILVPE

RSD

RoutersCCPE

LPVPE

RSE

ARCXAL

MAL


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


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


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


CEO Keynote @ "YouTube Generation" Developer Conference

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