Out Of Sight, Is Out Of Mind

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Out of SightProf. Ian PhillipsPrincipal Staff Eng’r,

ARM [email protected]

Out of Sight, is Out of Mind

Visiting Prof. at ...

The Importance of Visibility

Contribution to Industry Award 2008Award 2008

Uo.Liverpool, 23feb12&

Uo.Plymouth, 2mar12

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Our 21c World ... Statistics ... Population ~7,000,000,000 Growth rate ~2%pa Life expectancy 60-80yr... Mission: Celebrity, Leisure

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Engineering in the UK ...

E i i d th ld li i t t l ’t it !

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... Engineering made the world we live in; yet most people can’t see it !

The Pre‐Engineered World (2,500 BC ‐ 800 AD.) World Stats ... Population ~100K ->1M (Outnumbered!) Growth rate ~0.1%pa Life expectancy 30-40yr

Mission: Survive and Grow... Mission: Survive and Grow

Technology ... Low stone wall for a base, Wooden poles and rafters. Thatch, turf, or hides for roof. Timber split using 'wedgesTimber split using wedges Sharp stones for cutting

... 3,500yrs of: “If it was good enough for my father’s, father’s father’s father; its good enough for me!father s, father s, father; its good enough for me!

... Engineering brought mankind out of the mud-hut !

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of the mud hut !

Chronology of Science / Engineering Universe – 13.6ByrEarth – 4.5Byr

Cro-Magnon Man (Us!) – 35,000 yr ago ‘Developed’ from Homo-Sapien (Wise Human) 100,000 yr ago

Mi i S i N t (1 000 ti ) Mission: Survive Nature (1,000 generations)

The Philosophers – 2,500-1,000 yr ago Pythagoras Socrates Plato Aristotle ArchimedesPythagoras, Socrates, Plato, Aristotle, Archimedes, ... Mission: Understanding Nature

The Scientists – 1,000-500 yrs ago Galileo, Descartes, (1000 ad) Electricity - William Gilbert (1600ad) Mission: Manipulation of Nature Mission: Manipulation of Nature

The Engineers – 260 yrs ago Industrial Revolution (1750: 8 gen’n) Industrial Revolution (1750: 8 gen n) Year 0: Science Meets Exploitation Mission: Exploitation of Nature

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... Economic (and Population) Explosion Thomas Telford’s Iron Bridge (1778), Ironbridge, UK

The Industrial Revolution (1750) Exploitation of Nature Unleashing the Power of Science, by delivering it in ways that

satisfied a Volume Need ... We now call this Business. It began in the United Kingdom, then spread throughout Europe,

North America and eventually the worldNorth America, and eventually the world. Major changes in agriculture, manufacturing, mining, transportation,

and technology Mechanisation of the textile industries, Development of iron-making techniques Trade expansion through canals improved roads and railways [5] Trade expansion through canals, improved roads and railways. Steam power, water wheels and powered machinery

Profound effect on socio-economic and cultural conditions

... For the first time in history (13.6Byr), the living standards of h f di l d i d h

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the masses of ordinary people underwent sustained growth

Manipulating Atomic Properties of Matter Electronic Technology is ..

...The Most Exciting thing mankind has created in our 35kyr history!...The Most Exciting thing mankind has created in our 35kyr history!

Early Electronics The First Transistor (1947) Modern Transistor

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... And it has all happened within the span of one life-time!

~70 yrs

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Moore’s Law: c1965 “Moore's Law” was coined by Carver Mead in 1970, from

Gordon Moore's article in Electronics Magazine 19 April 1965 "Cramming more components onto integrated circuits“.

“The complexity for minimum p ycomponent costs has increased at a rate of roughly a factor of two per year ...Certainly over the short term this rate can be

t d t ti if t t i Oexpected to continue, if not to increase. Over the longer term, the rate of increase is a bit more uncertain, although there is no reason to believe it will not remain nearly constant for at y fleast 10 years. That means by 1975, the number of components per integrated circuit for minimum cost will be 65,000. I believe that such

l i it b b ilt i l f ”a large circuit can be built on a single wafer”

In 1965 he was designing ICs with ~50 transistors!

Gordon Moore, Founder of Intel

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g gMoore’s Law has held for nearly 50 years ... Taking us to 100B transistor ICs

1975: No Electronics in Most Things

GPO Type 706 Telephone

Vauxhall Viva HB SL90

Ian PhillipsGraduate

1975

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1975

1975: Transistor (Solid state) Electronics Domestically we had... Portable Radio

Professionally we had a bit more ... Radar

Pocket Calculator ... Colour TV

Radar Transmitters TV Cameras

Hi-Fi... That’s about all!

Basic radio satellites Undersea cables

(phone)

TI SR 51 Calculator 1978

(phone) First desk-top computers

c1978

IBM 220PX 1980

Ian PhillipsGraduate

1975

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BeoVision 3500 c1975 Stuart 5 Transistor Radio 1975

IBM 220PX c19801975

Moore’s Law: 50 years of an Exponent

X

s/C

hip

(M)

r/PM

(K)

Tran

sist

ors

Tran

sist

or

ITRS’99

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Integrated Transistors in 2012 ... Modelled ‘views’ of a 30 x 30 nm transistor

Asen [email protected]

ghno

tes

2km

hig

3,000 transistors will sit side-by-side in the thickness of a bank-note! A Few Hundred Billion (1011) will fit on a chip! st

ack

of £

50 n

A Few Hundred Billion (1011) will fit on a chip!

... How do we Design the circuit for connecting 100B t i t ? It ll b t R !

£1B

is a

s

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100B transistors? Its all about Reuse!

2012: Electronic Systems are Everywhere!

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Putting ‘Smart’ into Electronic Systems …

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The ARM RISC‐Processor Core

AddressIncrementer

ADDR[31:0]Scan

Debug

CLKENCLKCFGBIGEND

Address Register

PC

IncrementerDebug Control

InstructionDecoder

nIRQ

WRITESIZE[1:0]

CLKENRegister Bank PC Update

Decode St

MultipliernRESETABORT

nIRQnFIQ

TRANSand

ABu

ALU

StageInstruction Decompression

BBus

LOCK

CPnOPC

BarrelShifter

Control Logic

sBus

PROTs

CPnCPICPACPB32 Bit ALU Write Data

RegisterRead Data Register

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RDATA[31:0]WDATA[31:0]

The ‘Lego‐Brick’ Chip‐Design Concept

nVidea Tegra3

ARM

ARMARM

ARM

ARMARM

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More and More Systems on a ChipUsers require a pocket ‘Super-Computer’ ... Silicon Technology Provides a few-Billion raw transistors ... ARM’s IP makes it Practical to utilise them ...

• 10 Programmable Processors• 10 Programmable Processors• 4 x A9 Processors (2x2):• 4 x MALI 400 Fragment Proc:• 1 x MALI 400 Vertex Proc• 1 x MALI 400 Vertex Proc.• 1 x MALI Video CoDec• Software Stacks, OS’s and

Design Tools/Design Tools/• ARM Technology gives

chip/system designers a good start Design Reusegood start. Design Reuse ...

• Improves Productivity• Improves TTM

I Q lit /C t i t

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• Improves Quality/Certainty

ARM Technology Electronic System products incorporate

more and more ARM technology –P M lti diProcessor, Multimedia and Software IP

Processor IP – Design of the brain of the chip

Physical IP – Design of the building fblocks of the chip

... 800 Partners; 600 Licences in 200 CompaniesSoftware & Development tools

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... Millions of developers; Billions of users

The World’s Favourite IP Provider 1990 - "A barn in Cambridge" 12 engineers, in Cambridge No Revenue, No Patents Cash from Apple & VLSI

Spin out of Acorn UK Spin-out of Acorn UK ... BBC Computers in Schools (1981) Roots in Uo.Cambridge (c1975)

... A Dream to become the Global Standard for Embedded CPUs

2012 - "The worlds leading IP Product" Powering >90% of the Smart Electronic Systems in the world

7B CPU hi d i 2011 G th 25% 40B t t l ( 50 ll PC !) 7B CPUs shipped in 2011 ... Growth ~25%pa; 40B total (>50x all PCs!) FTSE 100 company: Revenue ~£491M, PBT ~37%, R&D ~30% Cambridge HQ: 25 offices/labs 2000 people ww (850 in the UK)

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g p p ( ) 95% revenue is foreign earnings

An Irresistible Societal Trend ...

The Internet of Things

Electronic Systems ... + Get Smarter + Get Smaller/Cheaper

100 Billiong

+ Get Pervasive + Talk to One Another+ Need no Attention + Work Better

Cease To Be Noticed !

D kt10 Billion

Mobile Internet... Cease To Be Noticed !

Uni

ts

1 BillionPC

DesktopInternet

10M

Mini 100M

1 Billion

2nd Era

1M

10MMainframe1st Era Cost

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1960 1970 1980 1990 2000 2010 2020

So Why are we Failing to Impress? Our Technology Enables Such Wonderful Things Surely ‘they’ appreciate our technologies! Surely they appreciate our roles in creating them ! No they don’t ...

The Media and Politicians consider the UK has lost the technology... The Media and Politicians consider the UK has lost the technology battle to China and the USA (And Europe isn’t far behind)

Without a good Public Appreciation ... Education and research budgets will be progressively cut.

With t t d lit G d t d R h O t Without access to good quality Graduates and Research Outcomes, UK Technology Opportunities and Businesses will ‘dry-up’. The Failure Prophesy becomes Self-Fulfillingp y g

... We’ve not had to Market Ourselves or Technology before!The question is are we already too late?

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... The question is, are we already too late?

2012: Electronic Systems are Everywhere!

It’s very clever to rearranging the atoms in a ‘Stone’ into a ‘Phone’ ...... But it’s not magic!... We are a very‐long way from creating the simplest life‐forms!

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The Threshold of Magic 1: Clarke: Any sufficiently advanced technology is indistinguishable from magic.

Everybody has a threshold, beyond which Functionality is Indistinguishable From Magic1!

Ch i l S t Chemical Systems Biological Systems Economic Systemsy Electronic Systems

The Incandescent Light:The Incandescent Light:is the for most non-scientific, b t ll d t d l !but well educated people!

... Its not a crime, to Not Understand Technology!

... The crime is not realising that people don’t, when

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e c e s ot ea s g t at peop e do t, eyou are the one to suffer as a consequence!

Confusing Technology with Product ...

RealReal--People buy People buy F ti alit !F ti alit !Functionality !Functionality !

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The Computer ... Or Is It?

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Computer: A Machine for Computing ... Computing ...

... A general term for algebraic (mathematical) manipulation g g ( ) pof data ...

Numerated Processed Data/

y=F(x,t,s)NumeratedPhenomena

IN (x)

Processed Data/Information

OUT (y)

... State and Time are factors in this. It can include phenomena ranging from human thinking to t ca c ude p e o e a a g g o u a t g to

calculations with a narrower meaning. Wikipedia

Usually used it to exercise analogies (models) of real-world situations; Freq entl in real timeFrequently in real-time.

No mention of Implementation Technology in this!

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... No mention of Implementation Technology in this!

Planet Motion Computer – Orrery c1700MechanicalTechnology

• Inventor: George Graham (1674-1751)

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• Single-Task, Continuous Time, Analogue Mechanical Computing (With backlash!)

Babbage's Difference Engine 1837

(Re)construction c2000

MechanicalTechnology

The difference engine consists of a number of columns, numbered from 1 to N. Each column is able to store one decimal number. The only operation the engine can do is add the value of a column n + 1 to column n to produce the new value of n. Column N can only store a constant, column 1 displays (and possibly prints) the value of the calculation on the current iteration.

c 000

Computer for Calculating Tables: A Basic ALU Engine

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Computer for Calculating Tables: A Basic ALU Engine

Enigma ~1940MechanicalTechnology

Data Encryption/Decryption Computer

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Data Encryption/Decryption Computer

Colossus Computer 1944Valve/Mechanical

Technology

Code Breaking Computer: A Data Processor

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Code-Breaking Computer: A Data Processor

Digital Computer – Baby 1947 (Reconstruction)Valve/Software

Technology

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General Purpose, Quantised Time and Data, (Digital) Electronic Computing

Analogue Computer – AKAT c1960Transistor Technology

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General Purpose, Continuous Time, Approximate (Analogue) Electronic Computing

Products Make Money 21c Businesses have to be Selling things that People (End-Customers) want to buy.

O ti d C titi i Gl b l d I t Operations and Competition is Global and so are Investors Nationality has little meaning

Business needs Business needs End-Customers buy Functionality not Technology Technologies enable Product Options Business-Models make Money

New Products are Design is a Cost/Risk to be Minimised Technology (HW, SW, Mechanics, Optics, etc)

is (just) a means to an end!is (just) a means to an end! New Technology increases Cost/Risk ... But not always Value

Gl b li ti k B i F C C t !

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... Globalisation makes Business Focus on Core-Competence!

Globalisation and the Global Product

Electronic Systems are Electronic Systems are Electronic Systems are Electronic Systems are never the sole achievement of never the sole achievement of Individual Businesses Individual Businesses Individual Businesses, Individual Businesses, Countries or InstitutionsCountries or Institutions

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The Technology in an iConic Product ...

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... Cool Design

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... Actual Design happens at Many Levels ...

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Inside the Case ...Down 1-Level: Modules

iPhone 4's vibrator motor. rear-facing 5 MP camera with 720p video at 30 FPS, tap to focus feature, and LED flash.,

38 Source ... http://www.ifixit.com

Inside the Case ...Down 1-Level:

Modules

The Control Board.


Inside The Control Board (b‐side)

Down 2-Levels: Sub-Assemblies Visible Design-Team Members ...

Samsung (flash memory) - (ARM Partner) Cirrus Logic (audio codec) - (ARM Partner)g ( ) ( ) AKM (Magnetic Sensor) Texas Instruments (Touch Screen Controller and mobile DDR) - (ARM Partner)

Invisible Design-Team Members ...g Software Tools, OS & Drivers, GSM Security; Graphics, Video and Sound ... Manufacturing, Assembly, Test, Certification ...


Inside The Control Board (a‐side)Down 2-Levels: Sub-Assemblies Visible Design-Team Members... A4 Processor, specified by Apple, designed and manufactured by Samsung ...

The central unit that provides the iPhone 4 with its GP computing power. Reported to contain ARM A8 600 MHz CPU (other ARM CPUs and IP)

ST-Micro (3 axis gyroscope) - (ARM Partner) Broadcom (Wi-Fi, Bluetooth, and GPS) - (ARM Partner) Skyworks (GSM)

GPS

Skyworks (GSM) Triquint (GSM PA) Infineon (GSM Transceiver) - (ARM Partner)

GPS

Bluetooth, EDR &FM


The A4 SIP Package (Cross‐section)

Memory ‘Package’

P SOC Di

2 Memory Dies‘Package’

Processor SOC DieGlue4-Layer Platform

Package’

Down 3-Levels: IC Packaging

Package

Down 3-Levels: IC Packaging The processor is the centre rectangle. The silver circles beneath it are solder balls. Two rectangles above are RAM die, offset to make room for the wirebonds.

Putting the RAM close to the processor reduces latency making RAM faster and cuts power Putting the RAM close to the processor reduces latency, making RAM faster and cuts power. Unknown Mfr (Memory) Samsung/ARM (Processor) Unknown (SIP Technology)

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( gy)

Source ... http://www.ifixit.com

nVidea Tegra 3 Processor (Around 1B transistors)

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Lots and Lots of Designers ...

159 Tier-1 Suppliers ... Thousands of Design Engineers 10’s of thousands of Engineers Globally

... Hundreds more Tier-2 suppliers (Including ARM)

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Jo(sephine) Public Buys Your Work ...

The Importance of Public The Importance of Public The Importance of Public The Importance of Public Understanding ... Understanding ... Th h f Th h f Their purchasing power pays for Their purchasing power pays for what we all do!what we all do!

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2012: Education Position ... Science, Physics, Engineering, (Maths) Numbers Declining. Courses Closing. Quality Questioned. Perception: Difficult. Boring. Poor ROI. No Career Pros. (In UK) Alternative: Fame. Celebrity. (Easy Option!).

Technology = IT/ICT = Technology Use, Sales and Support

of PCs and Mobile Phonesof PCs and Mobile Phones Boring: Did it in (Primary)

school. Geeky (Pathetic) Lost Opportunity ...

F th UK... For the UK

... Lack of Public understanding of opportunities and challenges Because We are not telling anybody about them!

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... Because We are not telling anybody about them!

A Simple Public Message Electronic Systems Permeate our lives today ... Visibly and Invisibly they underpin most of the improved services and exciting

d i li !new products in our lives! (IT and ICT are included in this)... With huge direct and indirect contribution to the UK Economy.

Further electronic miniaturisation (Moore’s Law) will fuel the Ubiquity ofFurther electronic miniaturisation (Moore s Law) will fuel the Ubiquity ofSmart Electronic Systems tomorrow ... They will underpin all advances in Business and Society They will underpin all Environmental and Sustainable actions They will be the outcome of distributed international activities They will underpin every aspect of our lives They will underpin every aspect of our lives ...... They will be largely invisible; yet we will be totally dependent on them!

Th UK t i t i h f i t l d l th h t... The UK must maintain a share of pre-eminent, valued, roles throughout the life-cycles of Electronic Systems; to avoid over reliance on the continued beneficence of other Nations! 1

47 1: NMI letter to Vince Cable. Jun10

... Bring Our Work to The Public !

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The 21C will be what YOU Make It ...

Th kThankyouforfor

Listeningg

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“Any sufficiently advanced technology is indistinguishable from magic! Arthur C. Clarke.

Reading & References

Electronics 2015: Making a Visible Difference (Referred) DTI EIGT Report, HMG URN 04/1812, 2004.

Engineering UK 2009 (and 2011): The state of engineering (Referred)E i i UK ( E i i C il) 2009 d 2011 EngineeringUK (ex Engineering Council), 2009 and 2011.

The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail (Disruptive Tech.) by Clayton M. Christensen: HBS Press, 1997

Open Innovation: The New Imperative for Creating and Profiting from Technology (Research in 21C)p p g g gy ( ) by Henry William Chesbrough : HBS Press, 2003

The World Is Flat (Globalisation) by Thomas L. Friedman: Penguin, 2005

St i P (B i ) Staying Power (Business) by Michael Cusumano: Oxford, 2010

A Short History of Nearly Everything (A different view on what we know)b Bill B Bl k S 2003 by Bill Bryson: Black Swan, 2003

The Voyages of the Beagle (Scientific Observation) – Free on-line By Charles Darwin,1860

An Essay on the Principles of Population (Natural Competition) – Free on-line

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An Essay on the Principles of Population (Natural Competition) Free on line By Thomas Malthus,1789

Out Of Sight, Is Out Of Mind

Technology

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