What Next for Electronic Devices?

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A view of the future of electronics design from solutions company Altium. Also available as a white paper from altium.com.

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What Next for Electronic Devices?

  1. 1. What’s Next for Electronic Devices A white paper in summary format, May 2009
  2. 2. Hello. Copyright © 2009 Altium Limited 2
  3. 3. Hello. Altium is a worldwide software company, based in Australia. Copyright © 2009 Altium Limited 3
  4. 4. Hello. Altium is a worldwide software company, based in Australia. We create, develop and market a unified electronics design solution we call Altium Designer. Copyright © 2009 Altium Limited 4
  5. 5. We recently decided to put the world of electronics design on notice. Copyright © 2009 Altium Limited 5
  6. 6. We recently decided to put the world of electronics design on notice. And you may have seen some of our announcements. Copyright © 2009 Altium Limited 6
  7. 7. Our intent is to shake things up a little. Copyright © 2009 Altium Limited 7
  8. 8. Our intent is to shake things up a little. We want to challenge plenty of conventional thinking. Copyright © 2009 Altium Limited 8
  9. 9. Our intent is to shake things up a little. We want to challenge plenty of conventional thinking. And we want to help electronics designers recognize some difficult truths. Copyright © 2009 Altium Limited 9
  10. 10. But most of all, we want to help designers make that change. Copyright © 2009 Altium Limited 10
  11. 11. The electronics design industry has grown up. Copyright © 2009 Altium Limited 11
  12. 12. The electronics design industry has grown up. There’s a new generation out there. Copyright © 2009 Altium Limited 12
  13. 13. The electronics design industry has grown up. There’s a new generation out there. And it’s a generation comfortable and conversant with being connected. Copyright © 2009 Altium Limited 13
  14. 14. Electronic products are no longer technological wonders. Copyright © 2009 Altium Limited 14
  15. 15. Electronic products are no longer technological wonders. Instead, they are a lifestyle. Copyright © 2009 Altium Limited 15
  16. 16. Can the electronics industry satisfy the demands of this next generation? Copyright © 2009 Altium Limited 16
  17. 17. Can the electronics industry satisfy the demands of this next generation? Not with old generation thinking and design processes. Copyright © 2009 Altium Limited 17
  18. 18. The next generation of electronics products will be plugged into ‘ecosystems’ of connected users. Copyright © 2009 Altium Limited 18
  19. 19. The next generation of electronics products will be plugged into ‘ecosystems’ of connected users. The metal, silicon and plastics used to make next generation products will be much less relevant in this much broader view. Copyright © 2009 Altium Limited 19
  20. 20. Apple’s iPod is a good example. Copyright © 2009 Altium Limited 20
  21. 21. Apple’s iPod is a good example. Its success comes from the music and download systems that sit behind what you hold in your hand. Copyright © 2009 Altium Limited 21
  22. 22. Apple’s iPod is a good example. Its success comes from the music and download systems that sit behind what you hold in your hand. It’s not just the groovy features on the iPod itself. Copyright © 2009 Altium Limited 22
  23. 23. Tomorrow, users of all types of electronics product, not just consumer products, will want their products connected in this way. Copyright © 2009 Altium Limited 23
  24. 24. Are we there yet? Copyright © 2009 Altium Limited 24
  25. 25. Are we there yet? Not really. Copyright © 2009 Altium Limited 25
  26. 26. Are we there yet? Not really. Try this experiment. Go into your local consumer electronics store once a week. Copyright © 2009 Altium Limited 26
  27. 27. After a few months, you’ll notice something interesting. Copyright © 2009 Altium Limited 27
  28. 28. After a few months, you’ll notice something interesting. Not much is changing. Copyright © 2009 Altium Limited 28
  29. 29. After a few months, you’ll notice something interesting. Not much is changing. There’s plenty on show, but very few new concepts. Copyright © 2009 Altium Limited 29
  30. 30. That’s why we all get excited when Apple launches something new. Copyright © 2009 Altium Limited 30
  31. 31. That’s why we all get excited when Apple launches something new. It breaks the innovation drought. Copyright © 2009 Altium Limited 31
  32. 32. That’s why we all get excited when Apple launches something new. It breaks the innovation drought. But despite their best attempts, Apple’s competitors never seem to catch up. Copyright © 2009 Altium Limited 32
  33. 33. That’s why we all get excited when Apple launches something new. It breaks the innovation drought. But despite their best attempts, Apple’s competitors never seem to catch up. Why? Copyright © 2009 Altium Limited 33
  34. 34. Because Apple has an ‘ecosystem’, not just the iPod. Copyright © 2009 Altium Limited 34
  35. 35. Because Apple has an ‘ecosystem’, not just the iPod. And in the face of fierce competition from some of the best in the business, Apple’s ‘ecosystem’ gives it an edge. Copyright © 2009 Altium Limited 35
  36. 36. It can offer its customers so much more than just a stand- alone MP3 player. Copyright © 2009 Altium Limited 36
  37. 37. It can offer its customers so much more than just a stand- alone MP3 player. And it sells to its customers beyond a single product. Copyright © 2009 Altium Limited 37
  38. 38. It can offer its customers so much more than just a stand- alone MP3 player. And it sells to its customers beyond a single product. That’s what everyone must emulate. Copyright © 2009 Altium Limited 38
  39. 39. The challenge—or the opportunity—is to be different. Copyright © 2009 Altium Limited 39
  40. 40. Those who lift the whole user experience will find little to stop them. Copyright © 2009 Altium Limited 40
  41. 41. Those who lift the whole user experience will find little to stop them. This is great if you are a newcomer, very frightening if you are the market leader. Copyright © 2009 Altium Limited 41
  42. 42. Creating an ‘ecosystem’ requires an entirely new approach to electronics design. Copyright © 2009 Altium Limited 42
  43. 43. It won’t be enough to switch from today’s static design process to a slightly bigger, slightly better static design process. Copyright © 2009 Altium Limited 43
  44. 44. Designers must stop fixating on the electronics hardware, and focus on the customer experience. Copyright © 2009 Altium Limited 44
  45. 45. Only then should you seek out the functionality to make this real. Copyright © 2009 Altium Limited 45
  46. 46. As an example of this, imagine you make air conditioners. Copyright © 2009 Altium Limited 46
  47. 47. As an example of this, imagine you make air conditioners. You can take on your competitors with more efficient, quieter, more powerful systems. Copyright © 2009 Altium Limited 47
  48. 48. As an example of this, imagine you make air conditioners. You can take on your competitors with more efficient, quieter, more powerful systems. Or you can undercut them on price. Copyright © 2009 Altium Limited 48
  49. 49. As an example of this, imagine you make air conditioners. You can take on your competitors with more efficient, quieter, more powerful systems. Or you can undercut them on price. But what happens when new imports suddenly appear? Copyright © 2009 Altium Limited 49
  50. 50. Instead, offer a different kind of customer service. Copyright © 2009 Altium Limited 50
  51. 51. Instead, offer a different kind of customer service. Make it simple for someone to connect to their air conditioner from anywhere. Copyright © 2009 Altium Limited 51
  52. 52. Instead, offer a different kind of customer service. Make it simple for someone to connect to their air conditioner from anywhere. Perhaps develop an iPod app so that the customer can turn on the air conditioning on the way home from the airport. Copyright © 2009 Altium Limited 52
  53. 53. Instead, offer a different kind of customer service. Make it simple for someone to connect to their air conditioner from anywhere. Perhaps develop an iPod app so that the customer can turn on the air conditioning on the way home from the airport. And you, the manufacturer, are also connected, so now you can monitor performance. Upload new functions. Pre- empt a service or a fault. Copyright © 2009 Altium Limited 53
  54. 54. And when the customers move house, you can provide a new air conditioner with their preferred settings already uploaded. Copyright © 2009 Altium Limited 54
  55. 55. You are both tapping into an ‘ecosystem’. Copyright © 2009 Altium Limited 55
  56. 56. You are both tapping into an ‘ecosystem’. And the value you have built sits beyond the actual air conditioner mounted on the wall. Copyright © 2009 Altium Limited 56
  57. 57. So, if we agree that this is a good idea, what do we change about how we design electronics products? Copyright © 2009 Altium Limited 57
  58. 58. So, if we agree that this is a good idea, what do we change about how we design electronics products? Design products that are intelligent and connected. Copyright © 2009 Altium Limited 58
  59. 59. So, if we agree that this is a good idea, what do we change about how we design electronics products? Design products that are intelligent and connected. Because adding intelligence lets us connect our products to the ‘ecosystems’ we create. Copyright © 2009 Altium Limited 59
  60. 60. And this is possible because of a new revolution, courtesy of programmable hardware devices. Copyright © 2009 Altium Limited 60
  61. 61. And this is possible because of a new revolution, courtesy of programmable hardware devices. Their effect is similar in size to that of the emergence of the microprocessor, 30 years ago. Copyright © 2009 Altium Limited 61
  62. 62. Their functionality is not fixed during manufacture, like other chips. Instead, it’s programmed by the designer to perform any hardware function that’s desired. Copyright © 2009 Altium Limited 62
  63. 63. So these devices have the potential to change everything. Copyright © 2009 Altium Limited 63
  64. 64. So these devices have the potential to change everything. They bring fluidity to the process of creating hardware. Copyright © 2009 Altium Limited 64
  65. 65. So these devices have the potential to change everything. They bring fluidity to the process of creating hardware. They let designers do new things in new ways. Copyright © 2009 Altium Limited 65
  66. 66. So these devices have the potential to change everything. They bring fluidity to the process of creating hardware. They let designers do new things in new ways. And designers can now manipulate the hardware as easily as they can modify software. Copyright © 2009 Altium Limited 66
  67. 67. So designers can now stop thinking of everything as separate chunks of hardware, programmable hardware and software. Copyright © 2009 Altium Limited 67
  68. 68. So designers can now stop thinking of everything as separate chunks of hardware, programmable hardware and software. Instead, they can design functionality. Copyright © 2009 Altium Limited 68
  69. 69. Doing all this with the old methods and the old rule books will be a struggle. Copyright © 2009 Altium Limited 69
  70. 70. Doing all this with the old methods and the old rule books will be a struggle. Time to discard them. Copyright © 2009 Altium Limited 70
  71. 71. Start where the value is, with the ‘ecosystem’ and the intelligence, which define the functionality, connectivity, and user experience. Copyright © 2009 Altium Limited 71
  72. 72. Relegate the hardware to the support role. Copyright © 2009 Altium Limited 72
  73. 73. Relegate the hardware to the support role. This gives you a holistic view of the entire process. Copyright © 2009 Altium Limited 73
  74. 74. Relegate the hardware to the support role. This gives you a holistic view of the entire process. Now you can start exploring and innovating in all those interesting areas. Copyright © 2009 Altium Limited 74
  75. 75. Relegate the hardware to the support role. This gives you a holistic view of the entire process. Now you can start exploring and innovating in all those interesting areas. Now you can spend your valuable time on the stuff that matters. Copyright © 2009 Altium Limited 75
  76. 76. And if you use off-the-shelf hardware in your design, you can go straight to development, test and manufacture, without breaking into a sweat. Copyright © 2009 Altium Limited 76
  77. 77. Where electronic products once stood alone, we now have smart devices connected into ‘ecosystems’. Copyright © 2009 Altium Limited 77
  78. 78. They span the entire globe, courtesy of the Internet. Copyright © 2009 Altium Limited 78
  79. 79. The less we rely on fixed hardware to carry the critical functionality of a product, the better. Copyright © 2009 Altium Limited 79
  80. 80. The less we rely on fixed hardware to carry the critical functionality of a product, the better. We need to exploit software and programmable hardware to deliver intelligence into devices. Copyright © 2009 Altium Limited 80
  81. 81. The less we rely on fixed hardware to carry the critical functionality of a product, the better. We need to exploit software and programmable hardware to deliver intelligence into devices. And both can be updated as we expand our ‘ecosystems’. Copyright © 2009 Altium Limited 81
  82. 82. Real, sustainable differentiation comes from the intelligence we program into our electronics devices. Copyright © 2009 Altium Limited 82
  83. 83. Real, sustainable differentiation comes from the intelligence we program into our electronics devices. This is what delivers the unique behavior, functions, and connectivity. Copyright © 2009 Altium Limited 83
  84. 84. This is the next generation of electronic products. Copyright © 2009 Altium Limited 84
  85. 85. Designers need to shift their thinking to be able to create these next generation designs. Copyright © 2009 Altium Limited 85
  86. 86. ‘Divide and conquer’ no longer works. Copyright © 2009 Altium Limited 86
  87. 87. ‘Divide and conquer’ no longer works. The holistic approach is the breakthrough that makes it all work. Copyright © 2009 Altium Limited 87
  88. 88. ‘Divide and conquer’ no longer works. The holistic approach is the breakthrough that makes it all work. It brings together the needs of the end user, and the freedom to create great electronics, and gives you a sustainable competitive advantage. Copyright © 2009 Altium Limited 88
  89. 89. The world of electronics design is bound to change forever. The time has come for a fresh, hard look, at the way we design electronic products. Copyright © 2009 Altium Limited 89
  90. 90. To read this as a white paper, and more, go to altium.com. Copyright © 2009 Altium Limited 90

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