MEETING THE NEEDS OF THE CE MARKETPLACE:

Memory Moves Into Overdrive

January 7 , 2009

Tony Kim, Senior ManagerTechnical Marketing

Samsung Semiconductor Inc.

Consumer Electronics Trends• By 2011, 70% of DSCs will have 10MP or more • More Digital TV connectivity for digital content sharing• Digital content size expected to grow with high definition media• Average mass storage capacity demand for CE expected to reach

1.9TB in 2012

2000

1000

[GB]2006 2012

Portable Device Trends• More portable devices use flash as main storage

– Flash-based PMP market growth is expected to exceed 90% CAGR from ’06 to ’11

• More functions are converging into single device– Most devices support both audio & video and some support wireless such

as Wi-Fi and Bluetooth

’06 ’07 ’09’08 ’10 ’11

100

PMP with FlashPMP with Flash(90.9% CAGR)(90.9% CAGR)

PMP with HDD

User experience• As increases storage capacity, higher data transfer rates

are required– With 20MB/s, up to 8GB data transfer will take about 5min or less

• Every 2 years, storage capacity for flash cards is doubling

0102030405060

1 GB 2 GB 4 GB 8 GB 16 GB 32 GB 64 GB[Source: iSuppli Q3 ’08 ]

[Flash Card density forecast 2007-2012][Min]

2007 2008 2009 2010 2011 2012

100%

50%

0%

$20

$10

$0

Under 512MB

1GB 2GB 8GB

16GB32GB

US ASP/GB US ASP/Major Density

4GB

0.73

1 2 8 16 32 6440

20

40

80

[Transfer Rate / density & speed]

[GB]

20MB/s

50MB/s

100MB/s

300MB/s

~ 5Gpbs(M-PHY)

NowNow

FutureFuture

~ 1Gbps (ATA) ~ 480Mbps 200Mbps (SD 2.0)

and growing

Future ~ 3Gbps

Potential bottleneck

~ 3Gbps(SATA 2)

~ 5Gbps(USB 3.0)

Storage Technology Trends• As PC, USB and internal mobile interfaces are getting

faster, mobile storage including external flash cards will become bottleneck unless performance improves.

Key Drivers for Flash Storage

Flash Flash Storage Storage SolutionSolution

ImplementationImplementationDifficultyDifficulty

CostCostCost

PerformancePerformancePerformanceGuarantee required

performance

Die shrinking

Ease of host development

• To develop optimal flash storage solutions– Need to consider cost, implementation difficulty and performance

NAND Technology Status• NAND will transition from 4xnm to 3xnm production

beginning ’09• Keep producing SLC NAND for high performance,

high reliability applications such as SSDs for servers

’10‘07 ‘08 ‘09

NANDDensity

2 bit MLC

SLC

5xnm

5xnm

4xnm3xnm

4xnm

3xnm

Industry first 64Gb multi level cell (MLC) NAND flash developed in 2007

NAND Transcending CE Arena…

DSC, CardUFD

Mobile(Embedded)

PC/Server

Value Add Increasing

NAND GB Distributio

n

• 2008: Mobile phones the major market driver for flash cards

• As NAND expands to PC/Server (SSD) with much higher performance & reliability, more values are being added.

History of Flash Card’’9090 ’’9595 ’’0000 ’’0505

PCMCIA (’90)

CF (’94)

SMC (’95)

SD (’99)

Memory Stick (’98)

MMC (’98) MMCplus (‘04)

RS-MMC (’03)

MMCmobile(’04)

MMCmicro(’05)

miniSD(’03)

microSD(’04)

MS Duo (’02)

M2 (’06)

PCMCIA express (’03)

xD (’02)

mobilemobile

mobilemobile

mobilemobileeMMCeMMC ((’’07)07)

MS Pro-HG (’07)

’’1010

eSDeSD ((’’07)07)

eMMC vs. eSSDATA-5 UDMA66(mode4)MMC4.3 Interface

14x18x1.4, 169 ball14x18x1.4, 169 ballPKG

WriteRead

20MB/s (2channel)10MB/s (1channel)

MIDPMPGameCamcorder

Mobile PhoneCNS systemCamcorderDSCGameMP3 PlayerMID, Netbook

Target Application

12bit/512B12bit/512BECC

Item eSSD(16GB)eMMC(16GB)

0’C~70’C-25’C ~ 85’COperating Temp.

4KB4 KBNAND Page Size

40MB/s (2channel)20MB/s (1channel)Transfer rate(Sequential)

Summary• Unified Storage ensures lowest BOM cost and best

performance in mobile applications• eMMC provides common solution for embedded and

external Flash, using existing card interface • eSSD will become more popular in CE devices• Performance and reliability of storage device depend more

on NAND Management, but there are wide variations in NAND.– Technology changes NAND architecture (Block Size, ECC, etc.)– NAND manufacturers providing different NAND architectures – NAND interface diversifying from SDR to DDR– NAND cell technology keeps evolving (SLC, 2bit MLC, 3bit MLC)

Thank You