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The Case for Electronic Systems

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The necesity for a new and clean term to give context to all of our various roles and technologies. …

The necesity for a new and clean term to give context to all of our various roles and technologies.
UK Design Forum - 8apr11 (To Profs and Researchers)

Published in: Technology, Business

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  • 1. 1v0
    The Case forElectronic Systems
    UKDF
    Manchester, 8apr11
  • 2. EIGT Report (2004)
    UK Electronics ...
    Unknown, Invisible
    Uncoordinated, Unfocused
    Unquantified
    ... But Internationally Respected
    Source: “Electronics 2015”. Published: DTI (HMG)
  • 3. EIGT Report
    Low?
    UK Electronics ...
    9,400 enterprises
    Employing 250-500k people
    Contributing 2% of GDP
    ... Believed Conservative Estimates!
    Source: “Electronics 2015”. Published: DTI (HMG)
  • 4. Corrective Actions Taken (From 2005) ...
    Electronic Leadership Council (ELC)
    Formed under Auspices of BERR/BIS (Chairman: Harry Tee)
    Two, 3yr ‘terms’ ... Currently in abeyance.
    Electronics-KTN
    Formed under BERR/BIS, lately under TSB
    Converged to be ESP-KTN (Electronics, Sensors and Photonics)
    Separate from ICT-KTN (Digital Comms and Digital Systems)
    UK Electronics Alliance
    Alliance of the UK Electronic Industry Associations
    Formed under ELC
    (Outcome?)
  • 5. Engineering in the UK (2009)
    Better!
    60%!
    ~50% in businesses <100 people
    Electronics is ~5% of UK Engineering
    ...The Same Story across All Engineering
    Source: Engineering UK 2009/10. Published: EngineeringUK (pka: ETB)
  • 6. Is The Situation Improved from 2004? ...
    Most people would say no-change!
    Still don’t know Numbers, Nature or Economic Contribution
    No more Integrated, Unified or Respected/Valued.
    BIS has just three (Possibly two) people resp. for ‘this sector’
    Some would say its worse ...
    In 2004 Society was Indifferent
    In 2011 The economic situation puts all non-essential activities under threat.!
  • 7. Our 21c World ...
    • World Stats ...
    • 8. Population ~6,500,000,000
    • 9. Growth rate ~2%pa
    • 10. Life expectancy ~80yr
    ... Mission: Celebrity, Leisure
    Technology?
    Everywhere and Nowhere!
  • 11. “Trust me; I’m a Engineer”...
    They did ...
    ... To most people Science is “Indistinguishable from Magic” ... Magic Just Happens and doesn’t need maintenance.
  • 12. ...
    • We will legislate to enforce the freedom of government data. ... 
    • 13. We will be the first country in Europe to extend superfast 100 mbps broadband across most of the population.
    • 14. We will publish online every item of central government and Quango spending over £25,000 – including every contract in full ...
    • 15. We will create a level playing field for open source IT in government procurement and open up government IT contracts to SMEs by breaking up large IT projects into smaller components. ...
    • 16. We will also create a small IT development team in government ...
    • 17. We will require all credit card providers to send their customers a data file containing information on pricing and usage....
    • 18. We will publish online the names and salaries of all central government and Quango managers earning over £150,000 per year ...
    • 19. We will build a smart energy gridthat enables a huge increase in the use of renewable energy technologies, and we will invest in the next generation of wind, marine and carbon capture technologies.
    • 20. We will throw open the doors of Parliament by introducing a technology enabled Public Reading Stage
    ...
    Technology = IT
    (I must have been out that day!)
  • 21. Education Position ...
    Maths, Science, Physics, Engineering
    Numbers Declining. Courses Closing. Quality Questioned.
    Perceived: Difficult. Boring. Poor ROI. No Career Pros. (In UK)
    Preferred: Fame. Celebrity. Easy Option.
    Technology = IT/ICT = Technology
    Use, Sales and Support of PCs and Mobile Phones
    Boring: Done it in school.
    Geeky (Pathetic)
    Lost Opportunity ... ... For the UK
    ... Lack of understanding of opportunities and challenges ... Because we are not telling them about them!
  • 22. Why Are We Failing to Impress?
    Because for too long we have been too busy enjoying ourselves to ‘give a damn’ about what ‘they’ think about us or if they understand what we do!
    And Why Are We Bothered Now?
    Because our ‘serenity’ is being threatened by a society, Government and Economy which (apparently) doesn’t need us!
    ... So it is about time (if indeed it is not already too late) to address our Customers ... ... And that means understanding them!
  • 23. The iConic American Product ...
  • 24. ... Cool Design ...
  • 25. ... But at Many Levels ...
  • 26. Inside the Case
    Down 1-Level ... Modules
    rear-facing 5 MP camera with 720p video at 30 FPS, tap to focus feature, and LED flash.
    iPhone 4's vibrator motor.
    Source ... http://www.ifixit.com
  • 27. Down 1-Level ... Modules
    Inside the Case
    The Control Board.
    Source ... http://www.ifixit.com
  • 28. Down 2-Levels ... Sub-Assemblies
    GPS
    Bluetooth, EDR &FM
    Source ... http://www.ifixit.com
    Inside The Control Board (a-side)
    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.
    Inc. ARM A8 600 MHz CPU (also other ARM CPUs and IP?)
    ST-Micro (3 axis gyroscope) - (ARM Partner)
    Broadcom (Wi-Fi, Bluetooth, and GPS) - (ARM Partner)
    Skyworks (GSM)
    Triquint (GSM PA)
    Infineon (GSM Transceiver) - (ARM Partner)
  • 29. Down 2-Levels ... Sub-Assemblies
    Inside The Control Board (b-side)
    Visible Design-Team Members ...
    Samsung (flash memory)- (ARM Partner)
    Cirrus Logic (audio codec) - (ARM Partner)
    AKM (Magnetic Sensor)
    Texas Instruments (Touch Screen Controller and mobile DDR) - (ARM Partner)
    Invisible Design-Team Members ...
    OS & Drivers, GSM Security; Graphics, Video and Sound ...
    Manufacturing, Assembly, Test, Certification ...
    Source ... http://www.ifixit.com
  • 30. Down 3-Levels ... IC Packaging
    Memory ‘Package’
    2 Memory Dies
    Processor SOC Die
    Glue
    4-Layer Platform Package’
    The A4 SIP Package (Cross-section)
    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.
    Unknown Mfr (Memory)
    Samsung/ARM (Processor)
    Unknown (SIP Technology)
    Source ... http://www.ifixit.com
  • 31. Down 4-Levels ... The SoC
    Pocket ‘Super-Computer’ ...
    10 Programmable Processors
    4 x A9 Processors (2x2): ~10,000 MIP
    4 x MALI 400 Fragment Proc: ~1Gp/s
    1 x MALI 400 Vertex Processor
    1 x MALI Video CoDec
    Plus Dedicated Processors
    Smart MMUs
    Smart Interrupt Controllers
    Smart DMA Engines
    SmartQoS and Power Mgt
    Smart Cache
    Plus ...
    Customer-Specific Peripherals!
    ... ~15 Processors, ~2GHz, ... At a Watt or so!
    Block-Diagram for a typical 40nm Mobile Computing & Smart-Phone Platform Chip
  • 32. Nano-Electronics in 2011 ...
    Simulated ‘views’ of a 30 x 30 nm transistor
    Asen Assenova.asenov@elec.gla.ac.uk
    ... 3,000 would sit side-by-side in the thickness of a bank-note!
    ... A Few Hundred Billion (1011) will fit on a chip!
  • 33. Bronze Age Britain (2500 till 800 BC. ~1700yr)
    World Stats ...
    Population ~100,000 (Outnumbered!)
    Growth rate ~0.1%pa
    Life expectancy 30-40yr
    ... Human Mission: Survive
    Technology ...
    Low dry stone walls
    Timber, thatch, turf and hide
    Burned clay
    Basic Bronze tools and vessels
    ... If the Technology was good enough for my father’s father’sfather, its good enough for me!
  • 34. Chronology of Science / Engineering
    Cro-Magnon Man (Us!) – 35,000 yr ago
    ‘Developed’ from Homo-Sapien (Wise Human) 100,000 yr ago
    Mission: Survive Nature (1,000 generations) ... Still doing it!
    The Philosophers – 2,500-1,000 yr ago
    Pythagoras, Socrates, Plato, Aristotle, Archimedes, ...
    Mission: Understand Nature
    The Scientists – 1,000-500 yrs ago
    Galileo, Descartes, (1000 ad)
    Electricity - William Gilbert (1600ad)
    Mission: Manipulate Nature
    The Engineers – 260 yrs ago
    Industrial Revolution (1750: 8 gen’n)
    Year 0: Science Meets Exploitation
    Mission: Exploit of Nature
    ... Economic and Population Explosion
    Universe – 13.6ByrEarth – 4.5Byr
    Thomas Telford’s Iron Bridge (1778), Ironbridge, UK
  • 35. We All Depend on Customers
    • ‘Philosophers’
    • 36. ‘Scientists’
    • 37. ‘Engineers’
    Need enough ‘Cro-Magnons’ to value our output, to trade their ‘grunt’ for it!
    If we need them to support the advanced stuff we are working on; then we need to explain it in terms they understand.
    We are All Cro-Magnon in some areas.
    Times are hard; Budgets will be cut...
    Make sure they understand what we are doing matters to them.
    And make sure that it actually does/will !
  • 38. Not all Cro-Magnons are Equal
    John Vincent Cable, known as Vince (born 9 May 1943) is a British politician; Member of Parliament for Twickenham since 1997; and the Liberal Democrats' main economic spokesperson since 2003.
    12 May 2010: Appointed Business Secretary in the cabinet of the Conservative–Liberal Democrat coalition government.
    Cable studied economics at university and became an economic advisor to the Kenyan governmentin 1966. Advisor to the British government and then to the Commonwealth Secretary-General in the 1970s and 1980s. Chief Economist for Shell from 1995 to 1997.
    Deputy leader of the Liberal Democrats in the House of Commons in March 2006 and acting leader for two months from 15 October 2007, until the election of Nick Clegg.
    Cable has had a high profile since the global financial crisis of 2007–10 and has written several books on economics and trade.
    Undoubtedly a Clever Guy!
    But no knowledge of:
    • Micro/Nano-Electronics?
    • 39. HDL's, Embedded Software?
    • 40. Opto., Displays, RF, Networks, Control?
    • 41. Fabrication, EDA Tools, Design ?
    • 42. Manufacturing, Quality?
    • 43. IT & the Digital Economy ...!!
    ... Or their roles in the Life-Cycles of Electronic Systems? [What?: VC]
    Dr.Vince Cable Secretary of State for Business, Innovation & Skills
    .. Away from the worlds of business, finance and politics, Dr Cable is known to be a keen ballroom dancer. He has a "serious ambition" to appear on television show Strictly Come Dancing.
    As Secretary of State for Business, Innovation and Skills he has a series of issues in his in-tray, including energy security, job creation, promotion of trade and industry as well on-going debates about the future of institutions such as the Royal Mail.
    David Frost, director general of the British Chambers of Commerce, said: "Vince Cable understands business and is popular with many small and medium-sized companies".
  • 44. The Threshold of Magic
    1: Clarke: Any sufficiently advanced technology is indistinguishable from magic.
    Everybody has a threshold of understanding, beyond which ... ... Demonstrable functionality is Indistinguishable from Magic1!
    Chemical Systems
    Biological Systems
    Economic Systems
    Electronic Systems
    The Incandescent Light:is the Threshold of Magic for most non-scientific, butwell educated people!
    ... Its not a crime not to understand.
    ... The crime is not explaining when you are the one who suffers as a result !
  • 45. We Need to Explain
    What Science/Technology is
    Our Role in it
    Why they need to care
    To everybody. At every opportunity.
    Don’t assume that anybody already knows it.
    In terms applicable to Cro-Magnon psychology.
    Scary:
    Be afraid; be very afraid!
    Sexy:
    Style, Appeal, Success (with the girls), Money
    Identity:
    A Clear Identity (a Bogey Man, a Banner, a Name)
    ... Electronic Systems
  • 46. An Inclusive Term
    Electronic Systems (Smart and Intelligent prefix as appropriate)
    A good natural understanding for those with technical knowledge
    Intuitively Inclusive of ...
    HW, SW, System and Methodology
    Life-Cycle activities throughout
    Philosophy, Science, Engineering and Business
    Defined to Include ...
    Visible (Self contained) ..and.. Invisible (Embedded) Systems
    Mechatronic Systems
    IT and ICT Systems
    ... TV, Transport, Logistics, Business, Industrial Control, POS, Communications, Networks, Optics, Displays, Lighting, Organic, Data, Security, RF, Analogue, Digital, Semi-Conductors, Integrated Circuits, Components, Sub-Systems. ...Tools & Methods ... Manufacture & Test ... Science & Technology.
  • 47. A Simple Public Message of Dependence
    Electronic Systems Permeate our lives today ...
    Visibly and Invisibly they underpin most of the improved services and exciting 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 ofSmart Electronic Systems tomorrow ...
    They will underpin all advances in Business and Society
    They will underpin all Environmental and Sustainableactions
    They will be the outcome of distributed international activities
    They will underpin every aspect of our lives ...
    ... They will be largely invisible; yet we will be totally dependent on them!
    ... The UK must maintain a share of pre-eminent, valued, roles throughout the life-cycles of Electronic Systems, to avoid reliance on the continued beneficence of other Nations! 1
    Basic ‘Scary’ Message
    Not confused by Technology Detail
    1: NMI letter to Vince Cable. Jun10
  • 48. Electronic Systems: The UK Objective
    No single country or company makes entire Electronic Systems today ... Less so tomorrow.
    Created by hierarchical global business cooperation.
    Operations contribute their valued (specialist) skills into their Life-Cycles in may ways and many positions.
    And they contribute to their local economies as they do so.
    The UK is a respected contributor throughout the Life-Cycle.
    Thousands of companies, hundreds of thousands of employees, ~£30Bpa direct GDP contribution.
    Predominantly small businesses from Science via Methods and Design to Manufacturing. Often with ‘different’ business models.
    ... The UK needs to maintain a proportional position to avoid over dependence on the beneficence of others
    Basic ‘Rescue’ Message
    Not confused by Technology Detail
  • 49. Electronic Systems: The Tech. Community
    Enables you to position your work in relationship to a ‘model’ that Cro-Magnons understand.
    I am an important ‘x’ provider into the Electronic Systems which you love so much and on which we depend.
    I am researching into ‘y’ a technology which will enable the next generations of Electronic Systems to be Smarter, Cheaper, Better Quality, Self Powered, etc.
    ... Yet can be elaborated on for the Detail Audience ...
    Deposited oxides on Ge.
    Computer architectures
    Languages
    Methods
    Mathematical Modelling
    DSP
    Business Model
    Basic ‘Context’ Message
    Not confused by Technology Detail
  • 50. Electronic Systems: To NMI
    Has given them opportunity to talk to the Minister (on our behalf) about the special interests of our group of members ...
    In what we are we different (to IT/ICT)?
    What would we like? (Is it the TIC?)
    Has presented a framework to respond to the Technology and Innovation Centres call from TSB ...
    So what do we want to achieve from this?
    Is building new membership of NMI already ...
    Up 6 in last month –
    Wind River, Perforce, Thales Technology & Research, Thin Film Equipment, Deposition Technology, University of Manchester.
    2 more in the pipeline – Goodrich and Innotec
    Increasing the value of the Network to each of us.
  • 51. Puts the ‘Smart’ into Electronic Systems …
    We help people to design Electronic Systems for the World
    Not a ‘Traditional Business’
    33
  • 52. Slipping Electronic Systems Into Your World ...
    Use the Term; tell the Story!
    Support the ‘natural user groups’!
    Use it consistently, use it correctly ...
    Don’t use it Out of Context
    Remember IT and ICT are a subset of it
    Use it to illustrate Context for your work
    In Research, Titles, Institutions, Papers, Reports, Industry ...
    Always use it Capitalised and Together
    “Electronic Systems” ..not.. “Electronics” or “Systems”;“Electronics Systems” or“Elect. Sys.”
    Avoid acronyms until that audience is saturated (ES, SES, IES)
    Prefix it with “Smart” and “Intelligent” to indicate future
    ie: Older stuff is “Electronic Systems”; Current may be “Smart Electronic Systems”; Future may be “Intelligent Electronic Systems”
    ... Mission: Get everybody Using and Understanding Electronic Systems
    TI to acquire National Semiconductor5 April 2011
    DALLAS, TEXAS and SANTA CLARA, CALIF. – Texas Instruments Incorporated (TI) (NYSE: TXN) and National Semiconductor (NYSE: NSM) today announced they have signed a definitive agreement under which TI will acquire National for $25 per share in an all-cash transaction of about $6.5 billion. 
    The acquisition combines two industry leaders in analog semiconductors, each with unique strengths in delivering products to improve performance and efficiency and convert real-world signals in electronic systems. 
    The boards of directors of both companies have unanimously approved the transaction.
  • 53. Electronic Systems: Carry Our Work To The World