Success Factors of a MCU Company · 2015-01-10 · Success Factors of a MCU Company ... PIC24F 16...
Transcript of Success Factors of a MCU Company · 2015-01-10 · Success Factors of a MCU Company ... PIC24F 16...
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
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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
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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
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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
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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
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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
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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
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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
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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
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Microchip Community, Forums Webinars & VideosForums, Webinars & Videos
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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
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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
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802.11 Wi-Fi® connectivityM2M Module
Multimedia Expansion Board
4 55
Use with any PIC32 Starter Kit
1098
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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)
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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
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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
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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
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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.