Coverage report for press event Atmel Maker Faire Shenzhen July 2015

© 2014 Atmel Corporation1
Coverage Update of
Joint Press Event
between Atmel and JD+
July, 2015

2 © 2013 Copyright Atmel Corporation
Event Background and Coverage Update
On June 18, 2015, Atmel has invited 20 journalists to attend the joint press conference of
announcing the collaboration of Atmel and JD+ on their smart hardware design contest.
Sander Arts, VP of Marketing at Atmel delivered presentation “From Maker Space to Market
Place” to attending media and Mr. Liu Xiangfeng, Director of Incubator Department at JD+
also conducted comprehensive introduction of the capacities of JD+ in the area of smart
hardware. The press event also invited mysterious guests such as Quin Etnyre and AVR Man
to attend!
After the press event, there has been 21 unique articles garnered from the 22 attending
journalists, in total we have collected 82 articles surround the event in the past days.

EETimes China
Headline:
ATMEL+JD: Create an Exclusive Eco-system for
the Smart Hardware Industry
Date:
2015/6/23
URL:
http://www.esmchina.com/ART_8800136293_1100_22
06_0_f919744f.HTM
Synopsis:
Why is Atmel in favor of start-up companies? June 18th,
2015, right during the Maker Faire Shenzhen. Atmel
announced jointly with JD smart that the two
companies will kick off its smart hardware design
contest. As one of the earliest companies who closely
engaged with maker movements, Atmel is now
becoming the most important partners of Shenzhen
Maker Faire. The widely-known Arduino, which is
powered by Atmel’s technology paves the way for the
company to raise even more awareness. Accoreding to
Sander Arts, Vice President of Marketing at Atmel, the
company has always been paying close attention to
innovation, especially to supporting start-ups, which is
different from most traditional semiconductor
companies.

EETimes China 2
Headline:
the Smart Hardware Industry (2)
Date:
2015/6/23
URL:
06_0_f919744f.HTM
Synopsis:
At the press event, we are pleasant to see that Atmel
has invited its 14-year-old partner, the young and
mighty maker, Quin Etnyre to present his works –
Qduino, a battery powered customized Arduino board.
Quin explained how his partnership with Atmel works
and how does Atmel support him in terms of promoting
his project as well as his entrepreneurship.
This, on the other hand, also proves that Atmel has
always been closely engaged with start-ups and has
faith in them to becoming the future industry leaders.

EETimes China 3
Headline:
Date:
2015/6/23
URL:
06_0_f919744f.HTM
Synopsis:
Arduino has now become “the” choice of makers, the
magic of Arduino has been gradually realized by a
growing number of people. Sander would like to call it
“going mainstream”. The debut at Jimmy Fallon show in
the U.S., the widely adoption by Chinese makers both
prove that Arduino is getting more and more popular in
front of the makers all over the globe. There might be,
or we should way there must be more and more people
or customers realize the value of Atmel’s products,
which stay in the centre of Arduino.

EETimes China 4
Headline:
Date:
2015/6/23
URL:
06_0_f919744f.HTM
Synopsis:
What’s JD’s plan in the collaboration? Based on
Sander’s introduction, the most popular crowdfunding
projects globally is wearables, smart home,
connectivity devices, 3D printers and drones. And
according to Mr. Liu Xiangfeng, director from the
incubator department at JD Smart mentioned that JD+
noticed the vast potential of crowd funding in smart
hardware entrepreneurship in China. There will be more
to expect in the future, presented by companies such
as Atmel and partnered with JD+.

EETimes China 5
Headline:
Date:
2015/6/23
URL:
06_0_f919744f.HTM
Synopsis:
Atmel + JD Smart: Look forward to Heroes from the
Maker world! The collaboration between Atmel and JD+
this time has successfully integrated the advantages of
both companies in terms of IoT smart hardware
development and innovative marketing promotion.
Atmel is able to leverage its global footprints and social
media properties whereas JD to provide its
comprehensive local resources to benefit makers,
developers and start-ups.
Reprints:
http://huichuandai.cn/article-1073-1.html
http://www.zhilingshe.com/zixun/3975

Smart Product and
Eco-System
Headline:
Atmel+JD: New Era Requests Changing Ways to
Play the Smart Hardware Cards
Date:
2015/6/24
URL:
http://www.pieeco.com/news/906_1.html
Synopsis:
June 18th, 2015, Atmel partnered with JD to announce
the start of their joint smart hardware design contest. It
seems that the partnership between chip makers and
B2C platforms has now become a trendy integration in
the IoT market. Eventually, what changes will take place
within such partnership?
1. Combined Promotion on Technology and Products will
become mainstream
2. Maker will be the main force of start-ups, we already
have teenager entrepreneur
3. Smart hardware growing fast, popular product will
lead the market
4. Atmel partners with JD, market will be benefitted
with solid technology support, eco-system resource
and the channels particularly for hardware products
Reprints:
http://www.aacnn.com/12981.html
http://xzbp.pieeco.com/news/906_1.html
http://www.aiweibang.com/yuedu/33783057.html

Elecfans
Headline:
Atmel: Not Only a Semiconductor Company
Together with JD to Make Heroes out of Makers
Date:
2015/6/18
URL:
http://www.elecfans.com/iot/374250.html
Synopsis:
At the Maker Faire Shenzhen this week, Atmel has
firstly started its tour at the show! Grouped with JD+,
the company announced that both parties will launch
the “Connected, Secured Smart Hardware Design
Contest” to closely integrate Atmel’s existing IoT
solutions with the cloud service provided by JD+ for
unleashing the infinite coordinated power of IoT and
smart hardware. From the introduction by Sander Arts,
Vice President of Marketing at Atmel, the company
aims at creating more business opportunities and
collaborative development with partners, the nation-
wide design contest cohosted with JD+ is quite a good
exercise for the company to integrate resources and
support makers.
Reprints:
http://www.furmay.com/article_49/275.html
http://app.news.cecb2b.com/print.php?contentid=318
3159
http://news.cecb2b.com/info/20150621/3182912.sht
ml

Elecfans 2
Headline:
Atmel at Maker Faire Shenzhen: Connect All the
Yet-Connected
Date:
2015/6/20
URL:
http://www.elecfans.com/iot/374334.html
Synopsis:
At Maker Faire Shenzhen 2015, we have seen an
amazing bunch of creative projects, robots, drones and
smart lights, etc. Among all these projects, the editor
would like to give a thumb-up for the slogan appreared
at Atmel’s booth: Connect all the Yet-Connected!
Atmel has always been in the center of IoT, which
includes key sections such as smart, security, sensor
and telecommunication. With Atmel’s comprehensive
portfolio of MCU and MPU products as well as key
related technologies such as wireless connections,
sensor solutions and touch solutions, IoT becomes
much easier than before.
At Atmel’s booth, the editor also saw the just released
MICO platform introduced by MXCHIP and powered by
Atmel’s chip.

OFweek Headline:
Go! Root for the Makers who will Lead the New
Generation!
Date:
2015/6/24
URL:
http://ee.ofweek.com/2015-06/ART-8120-2805-
28971078.html
Synopsis:
Nowadays, Shenzhen is no longer famous for the name
“ City of Knock-offs” but for a new title “City of
Innovation” “Hollywood of Hardware”. Echoing with the
government’s support in innovation and
entrepreneurship, there are quite a few global
companies started supporting the development of
makers, one of them is Atmel. Atmel chose the timing
right before the Maker Faire Shenzhen to announce its
partnership with JD smart to start their smart
hardware design contest. As a long-time supporter of
global maker movements, Atmel has great experiences
regarding partnership with makers, cooperation with
channels of IT solution providers and collaborations
with influential open-source hardware service provider
in China, such as Seeed Studio.
Reprints:
http://www.edadoc.com/cn/News/show_667.html
http://atmel.eefocus.com/article/id-327255
http://read.haosou.com/article/?id=4008e8462f62483
09f04575a330cfb8a
http://www.21ic.com/atmel/news/market/2015-06-
30/632100.html

EETrend
Headline:
Reminder: 5 Key Trends Disclosed from Atmel’s
Partnership with JD Smart on Smart Hardware
Design Contest
Date:
2014/6/23
URL:
http://www.eetrend.com/node/100058271
Synopsis:
1. Semiconductor device provider is facing the impact
casted by B2C platforms
2. There will be more product analysis in the future
conducted through big data cloud platform
3. In the future, start-ups will be the key targets that
chip makers aims to support: According to Sander
Arts, Vice President of Marketing at Atmel, seizing
the opportunities to support start-up means
identifying the future of a company, that’s why there
are quite a bunch of device providers such as Atmel,
Freescale, MTK, Intel and Qualcomm joining the big
gala of makers at Maker Faire Shenzhen
4. Chip manufacturers start lowering entry to the
industry. At the press event, we was a 14-year-old
young maker Quin attending as Atmel’s partner, will
this become the trend of the future?
5. Will cloud service help to achieve the connected and
secured IoT in the future?

EEWORLD Headline:
Joint Hardware Design Contest, Most Fashionable
Semiconductor Company: Atmel
Date:
2015/6/30
URL:
http://www.eeworld.com.cn/IoT/2015/0630/article_131
1.html
Synopsis:
Talking about Atmel, the company is a bit different from
other semiconductor company because it should be the
most fashionable, most socialized semiconductor
company in the world. The editor believes the reason
why Atmel keeps enhancing its social media footprints
globally is because the average age of engineers now is
getting younger and younger, they are the generation of
social network, also the generation of technology’s
future. The other reason is that unlike companies such
as Intel, Atmel started early and paid more attention to
makers, in order to conduct better interaction with
makers and consumers. Maybe there are some people
believes that maker design is more like a “toy” than a
market-ready product, but for Sander Arts, the Vice
President of Marketing at Atmel, Atmel has full capacity
to support makers going through the process from
maker space to market place.

PCOnline
Headline:
Makers Are Not Only About the Faire! Atmel Wants
to Offer More!
Date:
2015/6/20
URL:
http://www.pconline.com.cn/inlife/660/6607916.html
Synopsis:
Nowadays, the next-gen smart life has officially started
with the concept of smart growing even faster than ever.
With the development of the Internet, people started to
realize the value of connected everything. From the
perspective of industry leading chip maker Atmel, the
market demand of chip-level hardware offers new
opportunities for the company. They are strategically
active on social media and would like to socialize their
brand to benefit start-ups with not only technology
support but also social media promotions.

Big-Bit
Headline:
Atmel: Hardware Platform Contributes to the Best
Maker Era Ever
Date:
2014/7/2
URL:
http://ic.big-bit.com/news/202229.html
Synopsis:
China never lacks of creativity and makers, however the
policies implemented by the government mainly focuses
on benefits without any further indication such as
financing and tutoring. Now we are happy to see that
with the support of an increasing number of incubators
and crowd funding platforms, the environment of start-
ups in China is getting better and better.
The collaboration between Atmel and JD+ is seen by
Sander as a competitive platform to encourage IoT
smart hardware developers to showcase their talents
and go from maker space to market place successfully.

Shenzhen Evening News
Headline:
International Companies Support Makers as well
as Potential Innovation
Date:
2015/6/26
URL:
http://wb.sznews.com/html/2015-
06/26/content_3262811.htm
Synopsis:
June 18th, 2015 right before the opening of Maker Faire
Shenzhen: Atmel, the global leading provider of MCU
and touch solutions announced its collaboration with JD
smart to start their joint smart hardware design contest
lasting for 6 months. Both companies aims to leverage
their advantages in terms of hardware experiences and
cloud service as well as local resources to provide an
easy but efficient platform, so that developers can easily
design connected and secured smart hardware projects
based on the platform. For the future market, makers
have alreaday prepared to switch from hobbyists to
entrepreneurs. That is what Atmel aims to support
makers in the next stage, going from maker space to
market place.
Reprints:
http://mt.sohu.com/20150626/n415702415.shtml

TE Times in Shenzhen
Headline:
“Secret Ingredients” to Support Makers: Atmel
Grouped up with JD Smart to Initiate Smart
Hardware Design Contest
Date:
2015/6/19
URL:
http://sztqb.tetimes.com/html/2015-
06/19/content_2502101.htm?div=-1
Synopsis:
based on the platform.
Reprints:
http://shizheng.xilu.com/20150624/10001500042322
24.html
http://news.sina.com.cn/o/2015-06-
19/063931968139.shtml

Shenzhen Business News
Headline:
Atmel Works with JD to Support Start-ups
Date:
2015/6/19
URL:
http://szsb.sznews.com/html/2015-
Synopsis:
Reprints:
http://shizheng.xilu.com/20150624/1000150004232224
.html
http://news.sina.com.cn/o/2015-06-
19/063931968139.shtml

Nanfang Daily
Headline:
Hardware Platform Seeking Innovative Makers’ Design,
Great Opportunities for College Students to Start
Businesses
Date:
2015/6/25
URL:
http://epaper.southcn.com/nfdaily/html/2015-
Synopsis:
This week in Shenzhen, Atmel, a U.S.-based semiconductor
provider partnered with JD Smart to host a smart hardware
design contest seeking candicates’ design works. This is a
great opportunity for college students to start their own
businesses.
Reprints:
http://news.hexun.com/2015-06-25/177008514.html
http://www.kaixian.tv/gd/2015/0625/514673_2.html
http://news.china.com.cn/live/2015-06/25/content_33256191.htm
http://news.xinhuanet.com/tech/2015-06/25/c_127948285.htm
http://www.5184.com/gk/news/201506/201506251435198249615.h
tml
http://j.news.163.com/docs/99/2015062508/ASUMVJ1D9001VJ1E.ht
ml
http://www.southcn.com/tech/t/2015-
06/25/content_127026915.htm
http://www.kaixian.tv/gd/2015/0625/514673.html
http://www.sztalent.org/content/2015-06/25/content_11806995.htm
http://www.tianjinwe.com/rollnews/201506/t20150625_1530918.ht
ml
http://www.focus.cn/news/chanye-2015-06-25/6224306.html
http://www.1633.com/news/html/201506/news_17751429_1.html

HQEW Headline:
Atmel Partners with JD Smart to Kick off Smart
Hardware Design Contest: Unleashing the
Coordinated Power of IoT
Date:
2015/6/25
URL:
http://www.hqew.com/info-291548.html
Synopsis:
June 18th, 2015 right before the opening of Maker
Faire Shenzhen: Atmel, the global leading provider of
MCU and touch solutions announced its collaboration
with JD smart to start their joint smart hardware
design contest lasting for 6 months. Both companies
aims to leverage their advantages in terms of
hardware experiences and cloud service as well as
local resources to provide an easy but efficient
platform, so that developers can easily design
connected and secured smart hardware projects based
on the platform.
Reprints:
http://www.zhuayoukong.com/2380767.html
http://www.zthw.cn/content/?3131.html
http://shouji.hqew.com/news/ndtl-291548.html
http://toutiao.com/a4589708624/

52Solutions
Headline:
Atmel Partnered with JD Smart to Launch their
Smart Hardware Innovation Design Contest
Date:
2015/6/19
URL:
http://www.52solution.com/mobile-art/80024838
Synopsis:
June 18th, 2015 right before the opening of Maker
Faire Shenzhen: Atmel, the global leading provider of
MCU and touch solutions announced its collaboration
with JD smart to start their joint smart hardware
design contest lasting for 6 months. Both companies
aims to leverage their advantages in terms of
hardware experiences and cloud service as well as
local resources to provide an easy but efficient
platform, so that developers can easily design
connected and secured smart hardware projects based
on the platform.
Reprints:
http://news.eccn.com/news_2015061909360293.htm
http://www.eepw.com.cn/article/276008.htm
http://www.elecfans.com/iot/374233.html?143462939
3
http://www.21ic.com/news/mcu/201506/630890.htm

Leiphone
Headline:
Before the Opening of Maker Faire Shenzhen,
Atmel Partnered with JD+ to Support Makers
Date:
2014/6/19
URL:
http://www.leiphone.com/news/201506/QvkhpwL6OD0I
fYfJ.html
Synopsis:
based on the platform. From the editor’s perspective,
with the current “All People are Makers” trend gaining
ground in China, China suppose to be one important
stage in Atmel’s global blueprint.
Reprints:
http://www.xue163.com/shuma/40/406383.html
http://www.caijige.net/?news/201506/QvkhpwL6OD0I
fYfJ.html

Feng.com Headline:
Atmel Partnered with JD Smart to Launch their Smart
Hardware Innovation Design Contest
Date:
2015/6/19
URL:
http://www.feng.com/iPhone/Company_news/2015-06/-
Hero-creation-everything-connected-security-unlimited-
Atmel-joint-jingdong-intelligent-held-intelligent-hardware-
innovation-design-competition_616862.shtml
Synopsis:
Shenzhen: Atmel, the global leading provider of MCU and
touch solutions announced its collaboration with JD smart to
start their joint smart hardware design contest lasting for 6
months. Both companies aims to leverage their advantages in
terms of hardware experiences and cloud service as well as
local resources to provide an easy but efficient platform, so
that developers can easily design connected and secured
smart hardware projects based on the platform.
Reprints:
http://www.eetrend.com/news/100058244
http://ic.big-bit.com/news/201201.html?pc_hash=3YEqlH
http://www.laogu.com/wz_159721.htm
http://gongye.beelink.cn/html/201506/content_65704.htm
http://www.gs168.com.cn/business/readmsg.jsp?InfoID=141
245
http://www.52jingsai.com/article-1166-1.html

Yesky
Headline:
Date:
2015/6/19
URL:
http://mobile.yesky.com/401/72077901.shtml?qq-pf-
to=pcqq.c2c
Synopsis:
Reprints:
http://bisai.172xiaoyuan.com/kejidasai/938.html
http://www.xue163.com/shuma/40/406383.html
http://mt.sohu.com/20150619/n415338152.shtml

Microcontroller &
Embedded Systems
Headline:
Date:
2015/6/19
URL:
http://www.mesnet.com.cn/CN/news/news1647
4.shtml
Synopsis:

CNET/ZDNET
Headline:
Heroes out of Makers: Atmel Partnered with JD
Smart to Launch their Smart Hardware Innovation
Design Contest
Date:
2015/6/19
URL:
http://cio.zdnet.com.cn/cio/2015/0619/3055646.shtml
Synopsis:
Reprints:
http://www.21ic.com/news/mcu/201506/630890.htm
http://www.powersystemsdesignchina.com/Article/3488
.html
http://ic.big-
bit.com/news/201201.html?pc_hash=3YEqlH
http://www.eeworld.com.cn/IoT/2015/0618/article_129
3.html

CSDN
Headline:
Heroes out of Makers: Atmel Partnered with JD
Smart to Launch their Smart Hardware Innovation
Design Contest
Date:
2015/6/18
URL:
http://www.csdn.net/article/a/2015-06-18/15825455
Synopsis:

Coverage report for press event Atmel Maker Faire Shenzhen July 2015

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Coverage report for press event Atmel Maker Faire Shenzhen July 2015

Editor's Notes