Track A- The convergence of fabless - primesens


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Track A- The convergence of fabless - primesens

  1. 1. The Convergence of fabless Companies to Application Driven DesignDavid Dahan Primesense COO <br />May 4, 2011<br />
  2. 2. Presentation Topics<br />User Experience / Application driven product <br />Solution layers and sales cycle <br />Industry supply chain and trends <br />Delivering a complete solution and implications<br />Success story<br />Summary <br />2<br />
  3. 3. User Experience Driven Product <br />Silicon <br />Requirement <br />System <br />HW+SW<br />Application <br />What I can <br />do with that ? <br /><ul><li>End user cares about
  4. 4. Experience and Value … Nevertheless mostly the doesn’t know that he needs it at all….
  5. 5. "I think there is a world market for about five computers" — Remark attributed to Thomas J. Watson (IBM Chairman)
  6. 6. Product Cost / Performance (retail price) price needs to be factored in at the same time and drive the cost targets </li></li></ul><li>Typical Solution Layers <br />Application<br />Middleware OS<br />System (RD) <br />Chip + FW <br />
  7. 7. Consumer Product Launch Cycle <br /> EVT/DVT/PVT<br />System and SW Dev<br />FAB Cycle <br />RTM<br /> Validation and Qual<br />X-mass <br />Holiday <br />Season<br />Sale <br />CM/ODM Production Ramp <br />Chip<br />Sample<br /> Design<br />Start<br />RTL <br />Freeze<br />Production<br /> TO <br />Oct. Dec <br /> Dec. Apr<br />2011<br />2012<br />2010<br />Note: At the consumer market ~60%—70% of the yearly sales happen at Q4 <br />
  8. 8. Electronics Equipment Industry Supply Chain<br />Sale Channel<br />Semiconductor <br />Design<br />System Design<br />Fabless<br />IDM <br />ODM<br />Manufacturing <br />& Procurement <br />Retail <br />Distribution <br />Marketing <br />Equipment<br />Distributor<br />Electronic <br />Retailer<br />OEM<br />EMS<br />ODM: Original Device Manufacturer<br />EMS: Electronics Manufacturing Services<br />OEM: Original Equipment Manufacturer<br />
  9. 9. Industry Trend<br />Traditionally OEM/ODM derived requirement to Fabless and chip makers, nowadays OEM looking for complete and holistic solution and brand the product <br />Fabless<br />OEM<br />Involve at the Application level <br />Control the BOM and COGS cost <br />Copy Ready reference Design (SW/HW) <br />Si consolidate and merges  SoC<br />Performance <br />Retail Price <br />Time to Revenues <br />Pass for Cost down <br />
  10. 10. Fabless and OEM/ODM Relation<br />ODM <br />Reference Design<br />ATE<br />Support<br />Fabless<br />Product <br />OEM <br />Silicon<br />Retail Chain <br />
  11. 11. What is a Complete Solution ?<br />Reference Design (RD) is a product(HW+SW) in a production level form and quality<br />Fully QA SW that support the relevant OS<br />Application eco system <br />Qualified Reference Design <br />Pass Reliability, Environmental and Certification<br />Full BOM (Production files)<br />The COGS meet the target price (Retail = 3X BOM) <br />AVL Suppliers that meet cost and capacity needs <br />Production line set up (at final destination)<br />
  12. 12. Development Consideration <br /> Electronic Design <br /> Mechanical Design<br /> Thermo <br /> Optics Design <br /> Audio / Video Design <br /> RF Design <br /> Select vendor and Tech.<br /> Simple production flow<br /> … Control the cost <br />Manufacturing<br />System/Engineering<br />SW<br />BOM and COGS <br />NPI process <br />Qualified design (EV/DV/PV)<br />DFx<br />Components and AVL <br />Tool (Optics / Mechanical etc)<br />Stable Production line<br />Yield and SPC (>90% FPY)<br />SW Architecture <br />Configurable <br />Structural Development <br />Release Methodology <br />QA, RN, Bug Fix, patch etc <br />…. Room for customization <br />Chip Requirement <br />Cost, Process Technology, IP, Si Speed, Memory Size, IF, Package , Test and Qual<br />
  13. 13. Fabless Manpower Distribution<br /><ul><li> Reference: Primesense</li></ul> To support this industry trends Fabless shall invest more and more in System, SW and Manufacturing <br />11<br />
  14. 14. MediaTek as an Example <br />Taiwanese fabless chip vendor that secured design wins in handsets by enabling the handset OEM to roll out a product rapidly <br />12<br />MediaTek 3G <br />Reference Phone<br />
  15. 15. Primesense Solution Layers <br />Content is created by Primesense Partners and Developer <br />Application<br />PrimeSense is piloting the consortium of OpenNI developers<br />Middleware OS<br />PrimeSensor Reference Design Develop by <br />PrimeSense and ODM partner<br />System (RD) <br />PS1080 SoC + FW Develop and sale by PrimeSense <br />Chip + FW <br />13<br />
  16. 16. Key Take Away <br />Product is driven by Experience/ Application Vs. Cost<br />OEM focus on the product branding and retail chain<br />The “D” at the ODM isn't so strong <br />Fabless needs to feel the gap and to do “more then Moore”<br />This drive Fabless to be more system company and incorporate competence at System / SW and manufacturing domain but still revenue to flow in from Chip sale !<br />14<br />