Presenters: Kathy Choe Thomas, Samsung Semiconductor, NAND Product Marketing Yejin Moon, Samsung Semiconductor, NAND Product Planning Event: Presented at the JEDEC Conference at CES 2014 in Las Vegas Main Topic: UFS Mobile Storage Memory for SmartPhones and Tablets

1. Why Storage Solutions Are
Accelerating the Mobile Revolution
Kathy Choe Thomas, NAND Product Marketing
Yejin Moon, NAND Product Planning
Samsung Electronics, AHQ
JEDEC at CES 2014

2. Change in User Environment: PC  Mobile + Cloud
Computing Growth Drivers Over Time
10X
Units, M
100,000
Mobile Internet
(10 Billion Devices)
10,000
Wired Internet
(Billion Devices)
1,000
PC
100
Minicomputer
10
Mainframe
1
1960
1970
1980
1990
2000
2010
2020
Source: Morgan Stanley
2012: Mobile connected devices exceeded the world's population

3. Mobile Data Traffic Growth
More Connections
More Users
>10B Devices
134EB
Faster Speeds
2G 3G 4G
More Video
5EB: The total data created between the dawn of civilization and 2003

4. Rock Concert
Then
Now

5. Married or Dating

6. Holiday Card
Happy Holidays
from the
Thomas Family

7. Papal Inauguration

8. Smartphone Adoption Continues to Grow
Over 80% of world’s population has a mobile phone
But only ~1/4th of the world’s population has a smartphone
Smartphone adoption still has huge upside for global penetration

9. Tablet Growth Faster Than Smartphones
Tablet shipments surpassed
DT/NB PC’s in Q4-12
 < 3 Yrs from Intro!
Large Screen Computing
Device Demand is strong
 Mix favors Tablets, not PC’s
Sources: KPCB, Morgan Stanley Research, Gartner

10. Mobile Era Continues Evolving: IoE
99% of things in the physical world still not yet connected . . .
Internet of
Things
Devices
Internet
Internet of
People
Social
Networking
Crowd
Sourcing
Internet of
Everything
P2P
P2M
M2M
2010: # Connected Devices Surpassed # of people in the world
2012: # Mobile Devices Surpassed # of people in the world
2020: 50+ Billion things will be connected & will talk to each other
Sources: Cisco VNI
And they will all need Flash . . .

11. Smartphones: The New Personal Computer
Voice/Face Recog
Productivity/Creation
UHD Video Editing/Rendering
True
Multitasking
Input
Comm
Sensors
Connectivity
AOAC
Computing
Productivity
Smarter, faster, & more powerful devices
The New
Personal
 Require Smarter & faster memory
Computer
Multiple
Sensors
3D Graphics
PC/Console-like Gaming
Camera
Content
Apps
13MP, Burst Mode
Photo Editing
4K Content
Cross
Platforms
IoE
Security
Reliability
BYOE
Apps for Everything
Mobile Shopping

12. Mobile Storage – What’s Needed?
High Performance
Efficiency/Responsiveness
 Instant Play
Multi-tasking
Multi-Processing
Productivity Apps
PC-like Gaming
Fast App Loading/
App Swapping
Low Power
Longer Battery Life
Quad/Octa-Core CPU
Multi-tasking
Larger screens
AOAC
Instant ON
Security
Reliability
New Security Challenges
Robust Memory
Enterprise/BYOD
Mobile Shopping
High Capacity
More Memory
More Apps, Richer Apps
HD Video, High Res Photos
3D Graphics/4K Content
Small Package
Thinner is Better
High Capacity in Small Form Factor
Small & Slim Pkg: Z-height is Key

13. Mobile-centric Storage: eMMC  UFS
JEDEC Defined Storage Solutions Optimized for Mobile Devices
 eMMC: Open Mobile Storage w/ Low Power (Mature, Not Scalable)
 UFS : Scalable, Higher Performance while maintaining Low Power
eMMC4.41
I/F Speed
100MBps
End Products 2010
Booting
Partitioning
Security
Data integrity
UFS2.0
eMMC4.5,5.0
200MBps
2012
400MBps
2013
Interface
Improvement
Performance
Enhancement
600MBps x 2 Lane
2014
Expandability/Scalability
Serial interface, Multi-lane
Higher Random IOPS
Low Latency, High Efficiency
UFS = Evolutionary progression of JEDEC standards for Mobile Storage

14. UFS: Next Gen High Performance Mobile Storage
Universal Flash Storage
SSD/SAS
• High Speed Serial I/F
• Asynchronous operation
• Proven Architecture (SCSI)
UFS
• Low Power
• Optimized for mobile
• Flash Oriented features
eMMC
SSD for Mobile Devices
-
Better User Experience
Fast Boot, Fast Response
Lower Latency, Higher Efficiency
High-speed PC Sync
Low Power Consumption

15. Why UFS?
1
1200MB/s
1.3x
x3
400MB/s
Host
UFS 2.0
1.1x
eMMC
eMMC
1
UFS
Stdby(mW)
Host
3Gbps
3/6Gbps
eMMC UFS
Active(W)
+ Queuing like SSD
3/6Gbps
UFS
1lane
2lanes
eMMC
UFS 1.1
UFS 2.0
eMMC

16. UFS: Natural Migration for Mobile Evolution
• Higher Performance & Efficiency with lower total power
• Continued Scalability for future
UFS 3.0
(tentative)
Better, faster, scalable for future
Higher efficiency
2.4 GB/s
SCSI Based Async
Protocol
UFS 2.0
1.2GB/s
UFS 2.x
(tentative)
Good, sufficient performance, fuel-efficient
Memory Card Based Sync
Protocol
eMMC5.0
400 MB/s
eMMC5.1
eMMC4.5
eMMC4.3
2009
eMMC4.4 eMMC4.41
2010
2011
2012
2013
2014
2015~16

17. eStorage Technology Trends in Mobile
 Feature phones are being replaced by Smartphones
 Both High-end & mid-low-end phones need differentiation
Mobile Phone Sales
Feature Phone

18. Higher Performance, Better UX
Mobile OS Storage Pattern Analysis
Random Write
x3
Seq Read,
28%
Seq Write,
12%
x1
eMMC
Ran Write,
18%
UFS
Ran Read,
42%
X1.5
Source :Source: SamsungResearch
Samsung Internal
CQ

19. Command Queue Improves UX
Better Movie Play
-Play UHD movie file while copying files.
CQ reduces frame drops and extends playing time.
Improve play time(25%)
Booting Time
- Booting time between power on and entering
lock screen
Ongoing validation
Reduce Apps Execution time
-Scan Operation in vaccine program(V3, Naver)
-Apps Switching Time
15sec  10sec (Reduce 33%)
Benchmark
- Improve Random Read performance
Improve 2.5times

20. Read While Write Performance w/ CMD Q
 CQ device shows shorter latency for Read Request during low priority
writes
•
•
For 512KB Request, 5.0CQ device shows ~50% shorter than 5.0.
For 3MB Request, 5.0CQ shows ~30% shorter than 5.0.

21. UFS: Performance Improvement
UFS Doubles Random Read
& Sequential Read Operations
Seq.
Write
12%
Rnd.
Write
18%
Rd.Read
28%
Seq.Read
42%
x2
x2
x3
Sequential
Random

22. UFS: Battery Life Improvement
 Battery life improves with faster eStorage
 eStorage is the slowest device in system  Performance Bottleneck
eMMC
DRAM
AP
Rnd. Write
18%
Seq. Write
12%
eMMC
Seq. Read
28%
Rnd. Read
42%
Samsung User Daily Workload Analysis
UFS
Sequential Read 2x
Random Read 2x
Power 1.5x
System Total
Power Save
UFS
DRAM
AP

23. UFS: Evolution to Higher Efficiency
 Higher Performance w/ Higher Energy Efficiency

24. Summary
• Mobile industry seeking higher performance and energy
efficiency
• The more functions in mobile devices, the higher
requirements are needed
• eMMC Command Queue is a high performing solution for
current generation
• UFS is the Next Gen mobile storage solution, providing
high performance, energy efficiency and scalability