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Maker Faire Shenzhen, April 2014. Atmel's position in the maker space
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Maker Faire Shenzhen, April 2014. Atmel's position in the maker space

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What is Maker Faire? Maker Faire is the Greatest Show (and Tell) on Earth—a family-friendly showcase of invention, creativity and resourcefulness, and a celebration of the Maker movement. It’s a place …

What is Maker Faire? Maker Faire is the Greatest Show (and Tell) on Earth—a family-friendly showcase of invention, creativity and resourcefulness, and a celebration of the Maker movement. It’s a place where people show what they are making, and share what they are learning. Presentation is about the position of Atmel at the heart of the maker community, its relationship with Arduino and IoT (Internet of Things).


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  • Corporate snapshot – Atmel was founded in 1984 and IPO in 1991. We have two Decades of Microcontroller Innovation and Leadership, and have become the World’s Largest Supplier of High-Growth Touch Sensing SolutionsWe presently have ~5,000 Employees with a Have a Blue Chip Customer Base, andHave a 2013 Net Revenue: $ 1.39B and growing with anticipated earning in 2014 to be ?
  • We're a leading supplier of 8-bit microcontrollers. In fact, in 2012, we're recognized as the industry's third largest supplier worldwide and that growth has been driven by Atmel's proprietary, AVR architecture. This is something that was invented and driven by Atmel, the AVR architecture, as compared to other architectures, has been demonstrated to be higher performance, much more efficient and extremely low power. In the 32-bit space, we've been a very fast-growing major supplier. We have actually grown >36% annual – on a compound annual basis between 2009 and 2013. For the full year 2013, our 32-bit microcontrollers grew an impressive 19% from the prior year. We offer both an AVR architecture and an ARM based architecture. In this marketplace, we're actually the world's fifth largest supplier in 2012, when you exclude smartcards. The 2013 market share results come out in the spring from Gartner and iSuppli. And we've actually done a lot now to sort of integrate both the ARM and AVR architectures under one ecosystem. So we have what's called the Atmel Studio 6, which is our design tool suite and other types of application support, which supports both the ARM architectures and AVR architectures so our customers within that one environment can design with both, share code with both, and really share and utilize whatever is the best microcontroller architecture for them. We've also been the market leader in the area called touch. -------------------------------------------------Taking a closer look at the growth of the overall microcontroller market excluding Smart Cards.
  • Shenzhen: ChaihuoSponsor the Shenzhen Maker Faire and promote Shenzhen maker movement via Atmel’s global social network (bits &pieces blog)Beijing: Beijing Maker Space 80% of its workshop projects are based on Arduino board, powered by Atmel.Will provide more intellectual support in terms of involving engineers and Atmel technical materials.Individual: Taterli, a tech blogger/maker Atmel provided him the latest SAMA5D3 borad for his IoT project.
  • Our AVR microcontrollers are gaining a broad customer reach. We have gained traction through our software Studio development platform with over 65K active developers, through our Atmel Gallery App Store with over 50K users. Even more, AVR is gaining success in the Arduino community. This community consists of professional engineers, hobbyists and students that use an Arduino board, with an AVR device, to jump-start their designs. There are over 1.2 M Arduino development boards in the market with the majority of these boards powered by an AVR. And, over 200K members in our Avr Freaks community.We are continuing to serve the broad-base AVR community with advanced new products and a robust tools ecosystem to make designing with our MCUs easy.-------------------Commitment to the AVR Community
  • The Internet of Things, also known as IoT is the notion that more devices are becoming smarter and more connected to people and to each other. This applies to a number of markets ranging from industrial to metering, consumer, lighting, white goods and automotive. READ SLIDEIoT is a huge market and dwarfs all other opportunities for the semiconductor industry as virtually every device or system equipped with electronics of any kind will be connected to the Internet in some way. As the semiconductor industry has transitioned from PCs to mobile, IoT will now rise to become the predominant market. This transition will favor ultra-low power and integration of microcontrollers, wireless connectivity, security, touch technologies and sensor management products. -------------------------------------------------------------------------------------Already winning in IoT
  • The acquisition of Ozmo, Inc., a leading provider of ultra-low power Wi-Fi solutions, that we made last December will expand Atmel’s wireless offerings and enhances a developers’ ability to design smart, connected devices, including devices targeted for “The Internet of Things.” This acquisition complements our current wireless portfolio with wireless end points, and ties in very nicely with several of our current product lines including smart metering, touch, automotive and sensor or sensor management. Wi-Fi connectivity can connect the hundreds of millions of devices in the market to be connected. Wireless, especially the Wi-Fi market has tremendous market growth opportunity.We are currently very well positioned with our product portfolio and focus on key market segments including touch, automotive, sensors, smart metering and wireless to ---------------- 2013 Corporate Objectives
  • Our AVR microcontrollers have broad customer reach through our software Studio development platform with over 65K active developers, through our Atmel Gallery App Store with over 50K users.Even more, AVR has been the favorite with the Arduino community. community consists of professional engineers, hobbyists and students that use an Arduino board, with an AVR device, to jump-start their designs. Over 1.2 M Arduino development boards in the market with the majority of these boards powered by an AVR. Over 200K members in our AVR Freaks community.Since most 32-bit users are also 8-bit customers, we are using our broad global base of AVR customers as a key base to grow our 32-bit business.-------------------Opportunity in IoT
  • We're a leading supplier of 8-bit microcontrollers. In fact, in 2012, we're recognized as the industry's third largest supplier worldwide and that growth has been driven by Atmel's proprietary, AVR architecture. This is something that was invented and driven by Atmel, the AVR architecture, as compared to other architectures, has been demonstrated to be higher performance, much more efficient and extremely low power. In the 32-bit space, we've been a very fast-growing major supplier. We have actually grown >36% annual – on a compound annual basis between 2009 and 2013. For the full year 2013, our 32-bit microcontrollers grew an impressive 19% from the prior year. We offer both an AVR architecture and an ARM based architecture. In this marketplace, we're actually the world's fifth largest supplier in 2012, when you exclude smartcards. The 2013 market share results come out in the spring from Gartner and iSuppli. And we've actually done a lot now to sort of integrate both the ARM and AVR architectures under one ecosystem. So we have what's called the Atmel Studio 6, which is our design tool suite and other types of application support, which supports both the ARM architectures and AVR architectures so our customers within that one environment can design with both, share code with both, and really share and utilize whatever is the best microcontroller architecture for them. We've also been the market leader in the area called touch. -------------------------------------------------Taking a closer look at the growth of the overall microcontroller market excluding Smart Cards.
  • Transcript

    • 1. © 2014 Atmel Corporation1 2014 Maker Faire Sander Arts Makers in Business 创客与商业! VP, Marketing Atmel Corporation April, 2014, Shenzhen 4/8/2014
    • 2. 2 © 2014 Atmel Corporation Thanks for having me ! 4/8/2014
    • 3. 3 © 2014 Atmel Corporation Who is this guy ? © 2014 Market Edge
    • 4. 4 © 2014 Atmel Corporation Who is Atmel? © 2014 Market Edge
    • 5. Atmel Corporation Sander Arts - VP Marketing: Maker Faire Presentation 2014 • Founded in 1984 • 2013 Revenue: $ 1.4B • Over two Decades of Microcontroller Innovation & Leadership • ~5,000 Employees • Blue Chip Customer Base • Headquarters: San Jose, CA
    • 6. Outstanding Microcontroller Performance Sander Arts - VP Marketing: Maker Faire Presentation 2014 • World’s most popular 8-bit & 32-bit architectures, AVR & ARM • Easy to use, very accessible • Leading Supplier of 8-bit Microcontrollers • Industry’s 3rd largest 8-bit Supplier in 2012 • Growth driven by proprietary Atmel AVR architecture • Fast Growing Major 32-bit Microcontroller Supplier • >36% CAGR 2009-2013 • Market Leader in High-Growth Touch Sensing Solutions • Advanced and innovative ecosystem
    • 7. 7 © 2014 Atmel Corporation Atmel MCU/MPUs – Enabling Embedded Solutions 4/8/2014 Memory Performance Tools 8-bit Flash MCUs Industry Leading 8-bit AVR Micros 32-bit Flash MCUs Lowest Power AVR & ARM M0+, M3 & M4 Cores Event System, Sercom, & PTC 32-bit MPUs Highly Secure Low Cost ARM9 & A5 Cores Tools
    • 8. 8 © 2014 Atmel Corporation The Enabler of the Arduino 4/8/2014
    • 9. 9 © 2014 Atmel Corporation At the heart of the Maker Community And Atmel is a partner from the very beginning for this exact reason: Flexibility and ease-of-use
    • 10. 10 © 2014 Atmel Corporation Arduino Day 4/8/2014
    • 11. 11 © 2014 Atmel Corporation Atmel powers 90+% of all 3D printers… Facilitates Makers: • Rapid prototyping • Reduced costs • Accelerated time to market
    • 12. 12 © 2014 Atmel Corporation The Economist: “The Third Industrial Revolution”
    • 13. 13 © 2014 Atmel Corporation Atmel Powers The Chinese Maker Movement 4/8/2014 • Atmel is at the heart of maker community globally • Now extending its support to Chinese maker communities • Beijing Maker Space Maker Communities Cooperation • Shenzhen Maker Space • Independent Maker
    • 14. 14 © 2014 Atmel Corporation Maker Communities Around the World 4/8/2014 Over 1,000 maker communities around the world In China, there are 19 maker communities.
    • 15. 15 © 2014 Atmel Corporation 4/8/2014Sander Arts - VP Marketing: Maker Faire Presentation 2014 Can this be done? picoPower AVR Architecture, Event System Wide Flash Range, Up to 384kB Highly Integrated Devices QTouch Library Of Course! AVR Software Framework App Notes Reference Designs ATXMEGA32A4 ATXMEGA32C4 ATXMEGA32D4 ATXMEGA64A3 ATXMEGA64D3 ATXMEGA128A3 ATXMEGA128D3 ATXMEGA192D3 ATXMEGA256A3 ATXMEGA256A3B ATXMEGA256D3 32kB 64kB 128kB 192kB 256kB 384kB AVR XMEGA Portfolio Details ATXMEGA192A3
    • 16. 17 © 2014 Atmel Corporation • Hosts open source projects, and provides many collaboration tools • Project and content open to community • Project owners have complete control over their project, members, and tools. • Easy access, easy to collaborate • Atmel Studio extension available in Atmel Gallery • http://spaces.atmel.com Atmel Spaces Enabling Open Source Community Development
    • 17. 18 © 2014 Atmel Corporation Broad Customer Reach 4/8/2014 Atmel Gallery App Store 50,000 Users 200,000 Downloads First Embedded Developer App Store Atmel Studio Development Platform 65,000 Active Developers 2,000 Embedded SW Apps High Customer Satisfaction Rating 1,200,000 Development Boards 175,000 Forum Members Platform of Maker community Dedicated community in China with 20K members and ~50K posts Arduino Partnership AVR Freaks Community 200,000 Members Very Large Vendor Specific User Community Strong Tools & SW Partnerships Atmel MCU + Tools Ecosystem = Fastest Product Development
    • 18. 19 © 2014 Atmel Corporation AVR Hero Design Contest…
    • 19. Add slide with China specifics around AVR contest
    • 20. 21 © 2014 Atmel Corporation AVRs are creating new heroes!
    • 21. 22 © 2014 Atmel Corporation Recent Kickstarter Wins – Successfully Funded • uARM (Shenzhen) • Agent Smartwatch • 1Sheeld • DIWire • MicroView • Skirmos: Open Source Laser Tag • Reactor Core • MicroSlice • OpenBCI • SODAQ
    • 22. 23 © 2014 Atmel Corporation LED Projects Powered by Atmel
    • 23. 24 © 2014 Atmel Corporation 3D-Printing Projects Powered by Atmel
    • 24. 25 © 2014 Atmel Corporation Arduino Projects Powered by Atmel 4/8/2014
    • 25. 26 © 2014 Atmel Corporation The Internet of Things (IoT) “During 2008, the number of things Connected to the Internet exceeded the Number of people on earth” Source: Cisco July 2011 “By 2020, there will be 30 billion connected devices” Source: ABI Research May 2013 “By 2018, 50% of the internet of things solutions will be provided by startups which are less than 3 years old. We can estimate what the internet of things will be like now. But we know that most of the things that will exist in 2018 we can’t even conceive of because they haven’t been invented yet.” Source: Gartner 4/8/2014
    • 26. 27 © 2014 Atmel Corporation The Internet of Things Driving Smart Connected Devices 4/8/2014 Industrial Control Building Automation HMI Panels Retail Lifestyle Residential Energy Industrial Healthcare Patient Monitoring Elderly Care Smart Health Telecare White Goods Smart Lighting Home Automation Alarm Systems Automated Chores Automotive Fitness & Wellness Wearable Gaming Connected TV/STB Smart Meters Data Collectors Thermostats Security Car Access Power Train Safety BUS Controller RFMCU Sensor Battery IOT Endpoint
    • 27. Atmel: Social Media Reach YouTube 1,408,525 Views LinkedIn 17,273 Followers Facebook 210,286 Likes 737,423 Monthly Reach 1M+ Monthly Impressions 208% YoY Growth Twitter Google+ 4,881 +1’s Big Maker Community 1,000+ Blog Posts Since May 2013 500% Increase in Views YoY 506,246 Views • Ranked top 3 social semiconductor company • Second most-viewed partner in ARM’s Connected Community • Social influence score among the highest in the industry Blog Accolades Growing Network Youku 22,465 Views122% Growth in 5 Months Sina Weibo Chinese Blog Started in November 2013 19,609 Views
    • 28. 29 © 2014 Atmel Corporation Atmel Has Strong MCU Awareness Q: Please select the processor vendors you are familiar with? 52% 51% 50% 48% 42% 33% 33% 31% 30% 28% 28% 24% 50% 44% 50% 47% 43% 34% 26% 29% 26% 26% 27% 23% TI Atmel Freescale Microchip Intel ST Altera AMD Xilinx Analog Devices NXP Renesas 2013 (N = 1,912) 2012 (N = 1,555) Source: UBM 2013 4/8/2014
    • 29. 30 © 2014 Atmel Corporation Atmel Rises Towards Leadership No. 1996 Rank 1998 Rank 2008 Rank 2010 Rank 2012 Rank 1 Motorola Motorola Renesas Renesas Renesas 2 NEC NEC Freescale Freescale Freescale 3 Philips STM NEC Microchip Microchip 4 Hitachi Philips Microchip Atmel Atmel 5 Mitsubishi Hitachi Fujitsu TI TI 6 Toshiba Mitsubishi TI Fujitsu Infineon 7 Matsushita Microchip Infineon Infineon Fujitsu 8 SGS-Thomson Toshiba Atmel STM STM 9 Intel Siemens Samsung Samsung Cypress 10 Microchip TI STM Toshiba Toshiba 11 Siemens Fujitsu Toshiba NXP Samsung 12 Fujitsu Sanyo Panasonic Cypress NXP 13 TI Matsushita NXP Panasonic Panasonic 14 Sony Atmel Denso Sony Sony 15 Zilog Zilog Cypress Silicon Labs Silicon Labs 16 Sharp Sharp Sony Intel Melfas 17 Temic Sony Datang ROHM Intel 18 Sanyo Intel Sharp Holtek Holtek 19 National National Intel Melfas ROHM 20+ Atmel LG Semi Silicon Labs Elan Elan Sources: iSuppli (4/12) Gartner, Dataquest and Atmel Total MCU revenue excluding Smart Cards 4/8/2014
    • 30. Sander Arts - VP Marketing: Maker Faire Presentation 2014 • …AVR & ARM 8-bit & 32-bit architectures. One of the: • …world’s broadest • …world’s most popular • …easiest to use • …a very strong brand in the market • …the hearts and minds of the Arduino community • …many, easy to use examples • …one of the world’s largest eco systems • …one of the largest independent communities • …a very large, global social footprint • …the connectivity pieces, touch, and low power to win in IoT • …the right company culture that embraces Makers globally In summary: Atmel has… The right ingredients to enable you to be successful!
    • 31. 32 © 2014 Atmel Corporation In closing…we are the Maker enablers, but the power is with you… Many people gather wood (to make the) flame higher!
    • 32. © 2014 Atmel Corporation Atmel®, Atmel logo and combinations thereof, Enabling Unlimited Possibilities®, and others are registered trademarks or trademarks of Atmel Corporation or its subsidiaries. Other terms and product names may be trademarks of others. Disclaimer: The information in this document is provided in connection with Atmel products. No license, express or implied, by estoppel or otherwise, to any intellectual property right is granted by this document or in connection with the sale of Atmel products. EXCEPT AS SET FORTH IN THE ATMEL TERMS AND CONDITIONS OF SALES LOCATED ON THE ATMEL WEBSITE, ATMEL ASSUMES NO LIABILITY WHATSOEVER AND DISCLAIMS ANY EXPRESS, IMPLIED OR STATUTORY WARRANTY RELATING TO ITS PRODUCTS INCLUDING, BUT NOT LIMITED TO, THE IMPLIED WARRANTY OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE, OR NON-INFRINGEMENT. IN NO EVENT SHALL ATMEL BE LIABLE FOR ANY DIRECT, INDIRECT, CONSEQUENTIAL, PUNITIVE, SPECIAL OR INCIDENTAL DAMAGES (INCLUDING, WITHOUT LIMITATION, DAMAGES FOR LOSS AND PROFITS, BUSINESS INTERRUPTION, OR LOSS OF INFORMATION) ARISING OUT OF THE USE OR INABILITY TO USE THIS DOCUMENT, EVEN IF ATMEL HAS BEEN ADVISED OF THE POSSIBILITY OF SUCH DAMAGES. Atmel makes no representations or warranties with respect to the accuracy or completeness of the contents of this document and reserves the right to make changes to specifications and products descriptions at any time without notice. Atmel does not make any commitment to update the information contained herein. Unless specifically provided otherwise, Atmel products are not suitable for, and shall not be used in, automotive applications. Atmel products are not intended, authorized, or warranted for use as components in applications intended to support or sustain life. © 2014 Atmel Corporation33 Sander Arts - VP Marketing: Maker Faire Presentation 2014 4/8/2014

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