Providing 'real solutions' will be next challenge for IC suppliers

At the recently held International Electronics Forum (IEF 2010) in Dresden, Germany, Rich Beyer, chairman and CEO, Freescale Semiconductor highlighted that the “need for providing ‘real solutions’ ” would be the next challenge for the various IC suppliers.

Increasing complexity means that the OEMs are now relying heavily on the IC suppliers for system-level support and software development. Also, connected intelligence, which is really blurring the traditional market boundaries. This requires system-level expertise combined with the knowledge of multiple market technologies.

There is also a great need for innovation teamwork, which would require focusing on the entire product value chain — starting from definition and design on to software and support. Delivering ‘real solutions’  would involve wrapping the ecosystems around OEM application expertise to create value through differentiation.

More details later!

Freescale's Rich Beyer on semicon and industry trends

Here’s the synopsis of the keynote address by Rich Beyer, chairman and CEO, Freescale Semiconductor at FTF India 2009, at the Hotel Leela Palace Bangalore, on September 02, 2009.

This year we have 64 hours of technical training classes apart from extensive selection of Freescale and third-party demos in our Technology Lab. Since we met last year, the industry has experienced the greatest economic challenges in generations that had an unprecedented global impact, and no region has been immune from its effects.

India, Asia’s third largest economy, seems to have been less affected by the global economic slowdown, primarily because India’s economy is driven largely by domestic demand and is not as dependent on exports. Interest rate cuts and a fiscal stimulus equivalent to 7 percent of India’s GDP helped the economy grow by almost 6 percent in the first quarter of this year, making it the world’s fastest growing economy after China.

From a global perspective, the markets are stabilizing, and we hope that the worst is over. However, in order to compete effectively, businesses will need to become more efficient and more agile, at least for the next few years.

One of the core purposes of this FTF is to demonstrate our efforts and progress in providing you with the best possible solutions to help develop products and systems that enable your companies to win.

In Networking, multicore processors are essential to delivering the industry-leading levels of integration, performance and energy-efficiency required for next-generation communications systems. However, testing and optimizing application software for systems based on embedded multicore processors can be a time-consuming task. To help solve this challenge, Freescale has introduced our VortiQa software, a production-ready, application-level software specifically for our multicore solutions to dramatically reduce the time needed by you, our customers, for your development tasks.

To enable rapid prototyping for our microcontrollers, we have introduced the Freescale Tower System, a modular development platform with reconfigurable hardware that enables developers to mix and match MCU and peripheral boards to save both money and months of development time through rapid prototyping and tool re-use. To streamline embedded designs with our acceleration, pressure or proximity sensors, Freescale has introduced the Sensor Toolbox. This is a unified set of development software, customizable plug-and-play boards and complimentary sensor algorithms to help you get the most out of your sensor-related designs.

For the past several years, we have concentrated on three major trends that we feel represent the engines of our future growth i.e. Net Effect, Health and Safety and Going Green.

India is the world’s fastest growing mobile market, and 3G high-speed transmissions of voice, video and data is seen as the next growth driver for telecom firms in India. In Health and Safety, Freescale is helping enable monitoring solutions like glucometers and insulin pumps.  Our embedded processing technologies deliver best-in-class performance with low-power consumption and integrated RF connectivity that help diabetes patients avoid acute complications like hypoglycemia and kidney failure. Real-time cardiac monitoring solutions are allowing patients with heart disease to live a life without constant fear. Our high-performance 32-bit embedded processors, digital signal processors and digital signal controllers help provide accurate and secure portable heart monitoring solutions for those suffering from hypertension, arrhythmias and cardiac failure. In Wellness and fitness applications from pedometers to treadmills and digital bicycles are beginning to incorporate functions like calorie counters and heart rate monitors. Freescale’s microcontroller portfolio delivers one of the best price-performance ratios available for these applications.

Safety is also an extremely important trend in the world today and is the utmost requirement in the automotive market. Safety features introduced years ago like anti-lock braking, air bags and tire pressure monitoring systems are being integrated with completely new capabilities like active safety equipment that can actually help prevent accidents before they happen. Advanced safety systems like adaptive cruise control, lane departure warning and radar for object detection will add embedded intelligence to the vehicle for a higher level of safety, efficiency and convenience. We will begin to see vehicle-to-vehicle and vehicle-to-infrastructure wireless communications. Embedded intelligence in the vehicle will be able to recognize traffic signs – to maintain the proper speed limit or alert the driver about approaching stop signs. And sensors will be able to detect pedestrians around the vehicle and monitor that the driver is alert and aware.

Our third growth trend is Going Green. Energy is embedded in virtually every aspect of our lives energy efficient devise will make an enormous difference. The prospect of rising oil prices and global warming has intensified the demand for more fuel efficient vehicles while at the same time meeting ever-tightening standards on emissions. In the consumer market, many countries around the world are instituting new standards to eliminate “vampire electronics”, those devices that consume a huge amount of energy even as they spend time in standby mode. The industrial sector accounts for about 37-percent of the global energy consumption. Through the use of high-efficiency motors, improved process control, automation, information processing, and robotics, we can help save the energy output equal to hundreds of coal-fired power plants.

So, those are the global trends that we feel will drive our markets today and for the foreseeable future. Now I would like to talk about the growth opportunities we see here in India and provide some insights into what Freescale is doing to address these.

Let’s start with the Automotive industry.

India’s automotive industry has reached a pivotal moment. The rise of ultra-low cost four-wheel vehicles is expected to grow the domestic market by more than one million units by 2013.  By 2012, India is expected to account for 20 percent of the increase in global car sales, surpassing the markets in Italy and Spain. At that point, India could become the leader in small-car growth. For India to become a major player in the global automotive market, a key challenge will be to engineer cars that meet stringent international emissions and safety standards. Freescale is uniquely positioned and strongly committed to helping develop the capabilities of the India automotive industry. We have partnered with the industry’s leading manufacturers and suppliers to help drive standards for component software and interconnectivity. As emerging automotive markets like India continue to gain momentum, vehicles will need cost-optimized solutions that incorporate more advanced chassis and safety systems, like airbags, tire pressure monitoring systems, and electronic stability control. Freescale offers a full range of system solutions that can scale to higher performance as needed.

Next, I want to talk about the growth of India’s networking infrastructure. Over the last few years, India’s telecommunications landscape has seen rapid growth. The 3G wireless spectrum will allow the transmission of voice, data and video at high speeds to mobile devices. Freescale is playing a key role in delivering the performance improvements and the cost reductions required to bring these next-generation networks to life.

We are the global leader in embedded communications processors.  The ever-increasing amounts of digital data are continuing to push the need for high-speed data processing. And along with this need for speed are the increasing expectations of reliability, security and the overall quality of service.

As an industry, we have been talking about 3G technology, but 3G is just now coming into widespread adoption, and with the latest innovations in Long-Term-Evolution, or LTE, we are seeing even more broadband capability becoming available.

Freescale has played a leadership role in this infrastructure growth with our RF, communications processor and DSP technology.

Our QorIQ multicore communications platforms are providing new levels of performance and low-power consumption. These products are all based on our e500 Power Architecture cores and are designed for 45-nanometer technology. Earlier this year we began sampling our first dual-core QorIQ communications processor. Given the positive feedback, we are accelerating the introduction of our eight-core QorIQ processor. This device is being combined with our new six-core DSP to provide a comprehensive solution for wireless infrastructure equipment for advanced 3G and 4G systems.

Together our Starcore DSPs and QorIQ-based microprocessors in 45 nanometer technology can help reduce the bill-of-material costs in a 10 MHz LTE base station by as much as 60 percent, while simultaneously reducing power consumption by 50 percent.

More than a century after the invention of the light bulb, today’s energy grid is little different from the one envisioned by Thomas Edison one-hundred-twenty-seven years ago.

The smart grid will play a critical role in the development of India’s economy in the future.

India is home to more than one-point-one billion people, making it the world’s second largest population. And by 2025, India’s urban population is expected to increase by 50 percent.

The Indian government is investing heavily in new power plants, and this includes renewable sources such as wind and solar energy. However to take advantage of these new sources, there will need to be a new delivery system, or smart grid, that can handle a generation mix with a high percentage of renewable energy sources.

Smart electric meters will be one of the first steps toward establishing two-way communication between the home and the utility companies. Freescale is an industry leader in smart meter technology. We offer low-power and low-cost solutions for single-phase and three-phase meter measurement. Our product portfolio includes microcontrollers with LCD drivers, and digital signal controllers for power modem functions, integrated ZigBee solutions for wireless communication, and accelerometers for antitamper security.

Once smart meters are deployed, building automation networks will help create an energy gateway to connect to home thermostats, smart appliances and other energy-intensive devices. Countries around the world are beginning to implement smart grid technologies to increase energy efficiency and incorporate renewable energy sources that will reduce our global carbon footprint.

There is a new category of handheld devices that deliver connectivity and convenience for an integrated multimedia experience. These include e-book digital readers that are transforming paper-bound media into connected infotainment devices, and they include the new smartbook Internet devices that are filling the gap between traditional notebook computing and smartphone communications.

These devices are driven by the common market characteristics of affordability, portability, Internet connectivity and all-day battery life. Freescale is delivering a common solution based on our i.MX multimedia application processors.

I am excited about the opportunities for growth in India, and I am constantly impressed by the innovation and ingenuity demonstrated by India’s talented engineers.

We are grateful to have the opportunity to share our product directions and tell you about the new and innovative solutions that we are bringing to the marketplace.

Let’s go make the world a smarter place.

Here’s the synopsis of the keynote address by Rich Beyer, chairman and CEO, Freescale Semiconductor at FTF India 2009, at the Hotel Leela Palace Bangalore, on September 2, 2009.

Rich Beyer, chairman and CEO, Freescale Semiconductor

This year we have 64 hours of technical training classes apart from extensive selection of Freescale and third-party demos in our Technology Lab.

Since we met last year, the industry has experienced the greatest economic challenges in generations that had an unprecedented global impact, and no region has been immune from its effects.

India, Asia’s third largest economy, seems to have been less affected by the global economic slowdown, primarily because India’s economy is driven largely by domestic demand and is not as dependent on exports. Interest rate cuts and a fiscal stimulus equivalent to 7 percent of India’s GDP helped the economy grow by almost 6 percent in the first quarter of this year, making it the world’s fastest growing economy after China.

From a global perspective, the markets are stabilizing, and we hope that the worst is over. However, in order to compete effectively, businesses will need to become more efficient and more agile, at least for the next few years.

One of the core purposes of this FTF is to demonstrate our efforts and progress in providing you with the best possible solutions to help develop products and systems that enable your companies to win.

On networking
In networking, multicore processors are essential to delivering the industry-leading levels of integration, performance and energy-efficiency required for next-generation communications systems.

However, testing and optimizing application software for systems based on embedded multicore processors can be a time-consuming task. To help solve this challenge, Freescale has introduced our VortiQa software, a production-ready, application-level software specifically for our multicore solutions to dramatically reduce the time needed by you, our customers, for your development tasks.

To enable rapid prototyping for our microcontrollers, we have introduced the Freescale Tower System, a modular development platform with reconfigurable hardware that enables developers to mix and match MCU and peripheral boards to save both money and months of development time through rapid prototyping and tool re-use.

Freescale to leverage on embedded processing leadership: Rich Beyer

During the recent Freescale Technology Forum (FTF) 2008 India, in Bangalore, Rich Beyer, CEO, Freescale indicated that the company will continue to leverage its leadership in embedded processing in the high-growth industrial, consumer, networking and automotive markets.

He said: “We are the number one supplier of automotive semiconductors, and this has been built on a leadership position in automotive microcontrollers and with technology leadership in telematics, sensors, analog and power management for safety and infotainment. We are the leader in communications processors for networking, and we are number one in RF power amplifiers for wireless infrastructure. We will extend this leadership to address the growing demand for broadband and Internet access, both wired and wireless.

“We also offer technology leadership in our i.MX multimedia processors, sensors, analog and power management for embedded solutions used in personal mobile internet devices, personal navigation, gaming and other consumer applications.” Beyer’s vision is that Freescale will help redefine best-in-class customer support.

Beyer touched upon the three three major trends impacting the world, the markets, and its customers. These are The Net Effect: this is the emergence of user-created content and the insatiable demand for bandwidth to fuel the multimedia experience. Health and Safety: the need for improved healthcare monitoring and the opportunity for electronics to keep us out of harm’s way. And, Going Green: the need for energy.

The Net Effect
According to Beyer, Freescale is the only semiconductor company to publicly demonstrate working LTE technology in both handset and network platforms. We expect to be in field trials with cellular infrastructure providers in early 2009, and field deployment shortly thereafter in selected markets.

Freescale’s QorIQ (Core-IQ) multicore platform will address the new era in networking. The QorIQ communications platform brings to market multicore technology that takes system performance, power efficiency and programmability to a new level. “As we enter this new era of networking, we will continue to leverage our long heritage in embedded processing,” he added. “We are leveraging many of our existing as well as new innovations in our QorIQ communications platforms.”

He also touched upon the acquisition of Intoto, a leading provider of software platform products for multicore networking and communications applications. According to Beyer, “Multicore implementation is not just about great hardware, it has to focus on the software and the developer’s experience.”

Health and Safety
Beyer talked about the need to find new solutions, and that those solutions will be based on semiconductor technology, as the current methods of housing and caring for the senior members of our society will not scale.

With over 2 billion cell phones in use worldwide, the estimated market for wireless remote monitoring systems to help care for the sick is projected to increase to a $345 billion market by 2010. “The proliferation of personal medical devices connecting patient and doctor will redefine the way we conduct regular check-ups, help detect diseases early, dramatically decrease complications, and simplify care,” he added.

He also highlighted the Monebo and Freescale partnership to deliver an ECG-on-a-Chip platforms for OEMs to integrate into a variety of other implementations.

Freescale envision applications in the medical market like hospital bedside monitors, telemedicine and portable ambulatory monitors. It also sees possibilities on the consumer side with products for fitness and personal health.

Going Green
“Perhaps, the most significant challenge facing the engineering community is the need to increase energy efficiency in everything we create,” said Beyer. He touched upon emerging standards like Wireless Highway Addressable Remote Transducer, or WirelessHART, which are helping deliver affordable and efficient industrial-strength wireless networking solutions.

According to him, major industrial automation vendors believe that wireless sensors will make up 60 percent of the instrumentation in a future green field plant and in existing plants; many believe that wireless technology will result in a 30-40 percent increase in instrumentation.

Beyer touched upom how Freescale drove the effort to form the Wireless Industrial Technology Konsortium, or WiTECK, and its first project is to develop a fully certified WirelessHART stack by December of this year.

Given the rising demand for more fuel efficient vehicles, in the mid-term, Freescale believes that the more likely candidate is the plug-in hybrid-electric vehicle.

Beyer also touched upon smart meters. He said: “One of our North American customers, Trilliant a leading provider of advanced metering network solutions uses our 802.15.4 solution in their smart meters to help deliver demand response and grid management programs to more than 100 utility companies. Major utility companies across Europe are also planning to deploy smart meter networks in the coming years. Italy has already deployed 25 million connected meters, and France and Spain are running pilot projects for the planned deployment of their automated meter network in 2011.”

Solar lanterns in India
Turning towards India, Beyer mentioned that 26 million Indian households are without an electrical connection, and that the Indian government provides a subsidy on kerosene oil for lamps to help provide lighting for these homes.

With the rising price of oil and the carbon emissions associated with burning kerosene, the Prime Minister’s Energy Coordination Committee is considering a proposal to shift part of this subsidy to fund solar lanterns in India’s rural areas. If implemented on a large scale, replacing at least one kerosene lantern with a solar-powered LED lantern in each of these homes could eliminate 1.9 million metric tones of carbon dioxide per year.

In this context, Beyer highlighted Freescale’s work with InnovLite, a Bangalore-based provider of new generation lighting technology, to help create clean and energy-efficient lighting solutions.