out of sight, out of mind

1

Prof. Ian PhillipsPrincipal Staff Eng’r,

ARM [email protected]

Visiting Prof. at ...

Contribution to Industry Award 2008

Out of Sight ...... Out of Mind

The Importance of Communicating our Role

Uo.Liverpool

5may11

1v0

2

1975: New Degree, Home, Job, Wife, Baby, Car, Phone ...

Vauxhall Viva HB SL90

GPO Type 706 Telephone

Ian PhillipsC1975 Electronics!

New Kid on the Block!

3

1975: Semiconductor Electronics Appears

Domestically we had... Portable Radio, Hi-Fi, Colour TV, Pocket Calculator ...

That’s about all!

Professionally we had... Radar Transmitters TV Cameras Basic radio satellites Undersea cables (phone) First desk-top computers

BeoVision 3500 c1975

Stuart 5 Transistor Radio 1975

TI SR 51 Calculator c1975

IBM 220PX c1975Tech. Drives Market

The More ... The Better!

4

Today: Electronics Everywhere

But Invisible ...

Everywhere but Nowhere!

5

2004: “Electronics 2015” (aka The EIGT Report)

Source: “Electronics 2015”. Published: DTI (HMG)

UK Electronics ... Unknown, Invisible Uncoordinated, Unfocused Unquantified

... But Internationally Respected

6

2004: “Electronics 2015”

Source: “Electronics 2015”. Published: DTI (HMG)

UK Electronics ... 9,400 enterprises Employing 250-500k people Contributing 2% of GDP

... Believed Conservative Estimates!

Low?

7

2005: Corrective Actions Taken ... Electronic Leadership Council formed (ELC)

By DTI (>BERR>BIS) (Gov dept). Chairman: Harry Tee Two, 3yr ‘terms’ ... Currently in abeyance.

Electronics-KTN formed By BERR (>BIS): Later under the devolved QUANGO; TSB Converged to be ESP-KTN (Electronics, Sensors and Photonics) Separate from ICT-KTN (Digital Comms and Digital Systems)

UK Electronics Alliance formed Alliance of the UK Electronic Industry Associations Formed under ELC

And the outcome is ...

8

“Engineering UK 2009” Report

Source: Engineering UK 2009/10. Published: EngineeringUK (pka: ETB)

~50% in businesses

<100 people

...The Same Story across All Engineering

Electronics is ~5% of

UK Engineering

Better!

60%!

9

“Engineering UK 2011” Report

They trust us to do something ...

... To most people Science is “Indistinguishable from Magic” ... Magic Just Happens and doesn’t need maintenance.

10

...

• We will legislate to enforce the freedom of government data. ...

• We will be the first country in Europe to extend superfast 100 mbps broadband across most of the population.

• We will publish online every item of central government and Quango spending over £25,000 – including every contract in full ...

• We will create a level playing field for open source IT in government procurement and open up government IT contracts to SMEs by breaking up large IT projects into smaller components. ...

• We will also create a small IT development team in government ...

• We will require all credit card providers to send their customers a data file containing information on pricing and usage....

• We will publish online the names and salaries of all central government and Quango managers earning over £150,000 per year ...

• We will build a smart energy grid that enables a huge increase in the use of renewable energy technologies, and we will invest in the next generation of wind, marine and carbon capture technologies.

• We will throw open the doors of Parliament by introducing a technology enabled Public Reading Stage

...

Technology = IT

Gov. doesn’t understa

nd either!

11

2011: Education Position ...

Science, Physics, Engineering, (Maths) Numbers Declining. Courses Closing. Quality Questioned. Perceived: Difficult. Boring. Poor ROI. No Career Pros. (In UK) Preferred: Fame. Celebrity. Easy Option.

Technology = IT/ICT = Technology Use, Sales and Support

of PCs and Mobile Phones Boring: Did it in (Primary)

school. Geeky (Pathetic) Lost Opportunity ...

... For the UK

... Lack of Public understanding of opportunities and challenges ... Because We are not telling anybody about them!

12

Has The Situation Improved Since 2004? ...

Most pundits would say its worse ... We still don’t have accurate Numbers, Activities or Economic

Contribution for this ‘sector’ It is no more Integrated, Unified, Recognised, Respected or

Valued. The Government (BIS) has just three (Possibly two) people

responsible for ‘this sector’ The Government cannot see the difference between IT and

Technology ... And neither can the Public. Society (and Politicians) believe that Technology (ie IT) is bought

from ‘out there’ and the UK has lost any significant role in it.

... In 2004 (UK) Society was Indifferent to us ... ... Now it Dismisses us as irrelevant!

13

We’ve Got Lost ...

Somewhere between ... Manufacturing ..and.. IT/ICT:

Design is considered to be a sub-function of Manufacturing Electronics is considered to be part of IT/ICT. Along with Embedded Software, Optics and Mechatronics

..But we are NOT recognised as... A Creative Industry ..or a.. Nano-Technology

Resp: Films, Media and Games Physics, paints, medicine

This seems to be a particularly Western situation.

... The Lack of Clear Identity is not helping our situation!

14

Why Are We Failing to Impress?

We let our technology’s success speak for itself ! But as we made the ‘interfaces’ easy, so our role became invisible. Now Design is not classed as a Creative Industry, but a Part of

Manufacturing Electronics is indistinguishable from IT/ICT

... We have been too busy enjoying ourselves to notice.

So Why Are We Bothered Now? Because our ongoing ‘serenity’ is being threatened by a

society, Government and Economy which (believes) it doesn’t need us!

... So it is about time to address our Paymasters ...And that means understanding ourselves and

them!

15

This is The Computer ... Or is it?

NO … I'm Not the Computer …Just the Human

Interface to it!

The Actual Computer is

'Down the Wire' ...

... Somewhere?!

16

Computer: A Machine for Computing ...

Computation is a general term for any type of mathematical information processing ...

... State and Time are factors in this. It includes phenomena ranging from human thinking to

calculations with a more narrow meaning. Wikipedia

... But predominantly processes analogies (analogues) of real-world situations and processes; many in real-time.

F(x,t,s)NumeratedPhenomena

IN (x)

Processed Data/Information

OUT (y)

17

Planet Motion Computer – Orrery c1700

• Inventor: George Graham (1674-1751)

• Non-Quantised, Mechanical Computation

18

Digital Computer – Baby 1947 (Reconstruction)

General Purpose, Quantised, (Digital) Electronic Computer

19

Analogue Computer – AKAT c1960

General Purpose, Non-Quantised, Analogue, Approximate Computing

20

Radio As A Computer

Vrf=Vi*100

Vlo=Cos(t*1^6)

Vi

Vrf

Vif=Vrf*Vlo

Vlo

Vif

Vro='Bandpass'(Vif*1000)

Vro

Single Purpose, Non-Quantised, Analogue, Approximate Computing

Technology

(HW, SW, Mech, O

ptics) ...

Enables Product Options!

21

The Phone As A Computer ...

22

... Cool Design ...

23

... But at Many Levels ...

24

Inside the Case

Down 1-Level ... Modules

iPhone 4's vibrator motor. rear-facing 5 MP camera with 720p video at 30 FPS, tap to focus feature, and LED flash.

Source ... http://www.ifixit.com

25

Down 1-Level ... Modules


The Control Board.

Inside the Case

26

Down 2-Levels ... Sub-Assemblies

GPS

Bluetooth, EDR &FM


Inside The Control Board (a-side) Visible Design-Team Members...

A4 Processor, specified by Apple, designed and manufactured by Samsung ... The central unit that provides the iPhone 4 with its GP computing power. Inc. ARM A8 600 MHz CPU (also other ARM CPUs and IP?)

ST-Micro (3 axis gyroscope) - (ARM Partner) Broadcom (Wi-Fi, Bluetooth, and GPS) - (ARM Partner) Skyworks (GSM) Triquint (GSM PA) Infineon (GSM Transceiver) - (ARM Partner)

27

Down 2-Levels ... Sub-Assemblies


Inside The Control Board (b-side)

Visible Design-Team Members ... Samsung (flash memory) - (ARM Partner) Cirrus Logic (audio codec) - (ARM Partner) AKM (Magnetic Sensor) Texas Instruments (Touch Screen Controller and mobile DDR) - (ARM Partner)

Invisible Design-Team Members ... OS & Drivers, GSM Security; Graphics, Video and Sound ... Manufacturing, Assembly, Test, Certification ...

28

Down 3-Levels ... IC Packaging

The A4 SIP Package (Cross-section) The processor is the centre rectangle. The silver circles beneath it are solder balls. Two rectangles above are RAM die, offset to make room for the wirebonds.

Putting the RAM close to the processor reduces latency, making RAM faster and cuts power. Unknown Mfr (Memory) Samsung/ARM (Processor) Unknown (SIP Technology)


Processor SOC Die

2 Memory Dies

Glue

Memory ‘Package’

4-Layer Platform Package’

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Pocket ‘Super-Computer’ ... 10 Programmable Processors

4 x A9 Processors (2x2): ~10,000 MIP 4 x MALI 400 Fragment Proc: ~1Gp/s 1 x MALI 400 Vertex Processor 1 x MALI Video CoDec

Plus Dedicated Processors Smart MMUs Smart Interrupt Controllers Smart DMA Engines Smart QoS and Power Mgt Smart Cache

Plus ... Customer-Specific Peripherals!

... ~15 Processors, ~2GHz, ... At a Watt or so!

Down 4-Levels ... The SoC

Block-Diagram for a typical 40nm Mobile Computing & Smart-Phone Platform Chip

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Transistors in 2011 ...

Asen Assenov [email protected]

Simulated ‘views’ of a 30 x 30 nm transistor

... 3,000 would sit side-by-side in the thickness of a bank-note!

... A Few Hundred Billion (1011) will fit on a chip!

31

Lots of Technologies and Know-How

Far more than Electronics (or Software) ...

Over many generations Scientists have learned how to Manipulate Matter itself (just a few aspects) ...

The immensely complex task of creating a ‘Smart-Phone’, out of the raw-materials that surround us, is achieved by Globe-Spanning Teamwork ...

Experts in parts of this Life-Cycle, contribute their own speciality; in-turn supported by others who contribute theirs ...

And as each team does its part; it employs local people, who in turn contribute to their Local Economy.

... Lots of very clever science; but not magic!

32

Chronology of Science / Engineering

Cro-Magnon Man (Us!) – 35,000 yr ago ‘Developed’ from Homo-Sapien (Wise Human) 100,000 yr ago Mission: Survive Nature (1,000 generations) ... Still doing it!

The Philosophers – 2,500-1,000 yr ago Pythagoras, Socrates, Plato, Aristotle, Archimedes, ... Mission: Understand Nature

The Scientists – 1,000-500 yrs ago Galileo, Descartes, (1000 ad) Electricity - William Gilbert (1600ad) Mission: Manipulate Nature

The Engineers – 260 yrs ago Industrial Revolution (1750: 8 gen’n) Year 0: Science Meets Exploitation Mission: Exploit of Nature

... Economic and Population Explosion

Universe – 13.6ByrEarth – 4.5Byr

Thomas Telford’s Iron Bridge (1778), Ironbridge, UK

33

Products to Make Money

21c Businesses have to be Money Making Machines Operations and Competition is Global and so are Investors Nationality has little meaning

Business needs Product Differentiation End-Customers buy Products, not Technology

Technologies enable Product Options Business-Models make Money

New Products are Expensive/Risky Design is a Cost/Risk to be Minimised New Technology increases Cost/Risk ...

... But does not always increase Value HW, SW, Mechanics, Optics, etc are just means to an end!

... Globalisation leads to Focus on Core-Competencies!

34

We All Depend on Customers

Need enough ‘Cro-Magnons’ to value our output, to trade their ‘grunt’ for it! If we need them to support the advanced

stuff we are working on; then we need to explain it in terms they understand.

We are All Cro-Magnon in some areas.

Times are hard; Budgets will be cut ... Make sure they understand what we are

doing matters to them. And make sure that it actually does/will !

‘Philosophers’‘Scientists’‘Engineers’

35

The Threshold of Magic 1: Clarke: Any sufficiently advanced technology is indistinguishable from magic.

Everybody has Cro-Magnon parts. A threshold, beyond which Demonstrable Functionality is Indistinguishable From Magic1! Chemical Systems Biological Systems Economic Systems Electronic Systems

The Incandescent Light: is the Threshold of Magic for most non-scientific, but well educated people!

... Its not a crime, to not understand!

... The crime is not explaining clearly when you are the one who suffers as a result!

36

Not all Cro-Magnons are Equal

Dr.Vince Cable Secretary of State for

Business, Innovation & Skills

John Vincent Cable, known as Vince (born 9 May 1943) is a British politician; Member of Parliament for Twickenham since 1997; and the Liberal

Democrats' main economic spokesperson since 2003.

12 May 2010: Appointed Business Secretary in the cabinet of the Conservative–Liberal Democrat coalition government.

Cable studied economics at university and became an economic advisor to the Kenyan government in 1966. Advisor to the British government and then

to the Commonwealth Secretary-General in the 1970s and 1980s. Chief Economist for Shell from 1995 to 1997.

Deputy leader of the Liberal Democrats in the House of Commons in March 2006 and acting leader for two months from 15 October 2007, until the

election of Nick Clegg.

Cable has had a high profile since the global financial crisis of 2007–10 and has written several books on economics and trade.

.. Away from the worlds of business, finance and politics, Dr Cable is known to be a keen ballroom dancer. He has a "serious ambition" to appear on television show Strictly Come Dancing.

As Secretary of State for Business, Innovation and Skills he has a series of issues in his in-tray, including energy security, job creation, promotion of trade and industry as well on-going debates about the future of institutions such as the Royal Mail.

David Frost, director general of the British Chambers of Commerce, said: "Vince Cable understands business and is popular with many small and medium-sized companies".

Undoubtedly a Clever Guy!

But no knowledge of:

• Micro/Nano-Electronics?

• HDL's, Embedded Software?

• Opto., Displays, R

F, Networks, C

ontrol?

• Fabrication, EDA Tools, Design ?

• Manufacturing, Quality?

• IT & ICT Technology?

37

We Need to Illustrate ...

What our Science/Technology is Why ‘they’ need to care about it Our Role in it In Terms applicable to our Cro-Magnon psychology ...

Identity: A Distinct Name; a Bogey Man; a Banner. Threat: Be afraid; be very afraid! (If you don’t look after it) Reward: Sex appeal; Successful; Stylish; Money

Distinct from IT and ICT (which have a misleading and bad image)

... To Everybody, at Every Opportunity!

38

“Electronic Systems” a ‘New’ Inclusive Identity

Excellent intuitive understanding for those with technical knowledge Easily explained to those with limited backgrounds

Can be prefixed “Smart” and “Intelligent” as appropriate Intuitively includes of ...

HW, SW, System and Methodology Life-Cycle activities throughout Philosophy, Science, Engineering and Business

Defined to Include ... Visible (Self contained) ..and.. Invisible (Embedded) Systems Mechatronic Systems IT and ICT Systems

... TV, Transport, Logistics, Business, Industrial Control, POS, Communications, Networks, Optics, Displays, Lighting, Organic, Data, Security, RF, Analogue, Digital, Semi-Conductors, Integrated Circuits, Components, Sub-Systems. ...Tools & Methods ... Manufacture & Test ... Science & Technology.

39

A Simple Public Message of Dependence

Electronic Systems Permeate our lives today ... Visibly and Invisibly they underpin most of the improved services and exciting

new products in our lives! (IT and ICT are included in this)

... With huge direct and indirect contribution to the UK Economy.

Further electronic miniaturisation (Moore’s Law) will fuel the Ubiquity of

Smart Electronic Systems tomorrow ... They will underpin all advances in Business and Society They will underpin all Environmental and Sustainable actions They will be the outcome of distributed international activities They will underpin every aspect of our lives ...

... They will be largely invisible; yet we will be totally dependent on them!

... The UK must maintain a share of pre-eminent, valued, roles throughout the life-cycles of Electronic Systems, to avoid reliance on the continued beneficence of other Nations! 1

1: NMI letter to Vince Cable. Jun10Threat Message

Not confused by Technology Detail

40

The UK’s role in Electronic Systems

No single country or company makes entire Electronic Systems today ... Less so tomorrow. Created by hierarchical global business cooperation. Operations contribute their valued (specialist) skills into their Life-

Cycles in may ways and many positions. And they contribute to their local economies as they do so.

The UK is a respected contributor throughout the Life-Cycle. Thousands of companies, hundreds of thousands of employees,

~£30Bpa direct GDP contribution. Predominantly small businesses from Science via Methods and

Design to Manufacturing. Often with ‘different’ business models.

... The UK only needs to maintain a proportional position to avoid over dependence on the beneficence of others

Achievable RewardNot confused by Technology Detail

41

You and Electronic Systems Enables you to position your work in relationship to a ‘model’

the Public can understand. “I am an important ‘x’ provider into the Electronic Systems which you

love so much and on which we all depend”. “I am researching into ‘y’ a technology which will enable the next

generations of Electronic Systems to be Smarter, Cheaper, Better Quality, Self Powered, etc.”

... Yet can be elaborated on for the Technical Audience ... Deposited oxides on Ge. Computer architectures Languages Methods Mathematical Modelling DSP Business Model

42

Electronic Systems and Industry Association(s) Has given NMI the opportunity to talk to the Minister on our

behalf about the special interests of our group of members ... Who does what? What are we good at? Do we contribute? What would we like Gov. to do for us?

Has presented a context to respond to the Technology and Innovation Centres (TIC) call from TSB ... So what do we want to achieve from this?

New members who now perceive the relevance to them ... Up 6 in last month –

Wind River, Perforce, Thales Technology & Research, Thin Film Equipment, Deposition Technology, University of Manchester.

2 more in the pipeline – Goodrich and Innotec Increasing the value of the Network to each of us.

43

Putting ‘Smart’ into Electronic Systems

We help people to design

Smart Electro

nic Systems

which the World uses!

Not a ‘Traditional Business’

44

Multiplier

Instruction

Decoder

AddressIncrementer

nRESETABORT

nIRQnFIQ

WRITESIZE[1:0]

LOCK

CPnCPICPACPB

CLKENCLK

CPnOPC

CFGBIGEND

TRANS

RDATA[31:0]

BarrelShifter

32 Bit ALU Write Data Register

Address Register

Register Bank

ADDR[31:0]

and

Control Logic

A

Bus

ALU

Bus

PC

PC Update

Decode Stage

Instruction Decompression

Incrementer

Read Data Register

WDATA[31:0]

PROT

Scan

Debug

Control

B

Bus

The ARM RISC CPU Core

45

2140UW 8xARM966 from Agere

c1998

The ‘Lego-Brick’ IP Concept

Disruption to the

Status-Quo

46

Users require a pocket ‘Super-Computer’ ... Silicon Technology Provides a few-Billion raw transistors ... ARM’s IP makes it Practical to utilise them ...

More and More System on a Chip

• 10 Programmable Processors• 4 x A9 Processors (2x2):• 4 x MALI 400 Fragment Proc:• 1 x MALI 400 Vertex Proc.• 1 x MALI Video CoDec • Software Stacks, OS’s and

Design Tools/• ARM Technology gives

chip/system designers a good start. And ...

• Improves Productivity• Improves TTM• Improves Quality/Certainty

47

Processor IP – Design of the brain of the chip

ARM Technology

Electronic System products incorporate more and more ARM technology –Processor, Multimedia and Software IP

Physical IP – Design of the building blocks of the chip

... 700 Partners; 600 Licences in 200 Companies... Millions of developers; Billions of users

Software & Development tools

48

1990 - "A barn in Cambridge" 12 engineers, in Cambridge

No Revenue, No Patents Cash from Apple & VLSI

Spin-out of Acorn UK ...

BBC Computers in Schools (1981)

Roots in Uo.Cambridge (c1975)

... A Dream to become the Global Standard for Embedded CPUs

2011 - "The worlds leading IP Product" Powering >90% of the smart Electronic Systems in the world

6B CPUs shipped in 2010 ... Growth ~25%pa; 30B total (>50x all PCs!)

FTSE 100 company: Revenue ~£406M, PBT ~32%, R&D ~30%

Cambridge HQ: 25 offices/labs 1900 people ww (750 in the UK)

95% revenue is foreign earnings

The World’s Favourite IP Provider

49

Slip Electronic Systems Into Your World ...

Use the Term; tell the Story! Tell your mum/dad, tell your friends Use it in your reports

Use it consistently, use it correctly ... Don’t use it Out of Context

Remember IT and ICT are a subset of it

Use it to illustrate Context for your work In Research, Titles, Institutions, Papers, Reports, Industry ...

Always use it Capitalised and Together “Electronic Systems” ..not..

“Electronics” or “Systems”; “Electronics Systems” or “Elect. Sys.” Avoid acronyms until that audience is saturated (ES, SES, IES)

Prefix it with “Smart” and “Intelligent” to indicate future ie: Older stuff is “Electronic Systems”; Current may be “Smart Electronic

Systems”; Future may be “Intelligent Electronic Systems”

... Mission: Get everybody Using and Understanding Electronic Systems

TI to acquire National Semiconductor5 April 2011

DALLAS, TEXAS and SANTA CLARA, CALIF. – Texas Instruments Incorporated (TI) (NYSE: TXN) and National

Semiconductor (NYSE: NSM) today announced they have signed a definitive agreement under which TI will acquire

National for $25 per share in an all-cash transaction of about $6.5 billion.

The acquisition combines two industry leaders in analog semiconductors, each with unique strengths in delivering

products to improve performance and efficiency and convert real-world signals in electronic systems. The boards of directors of both companies have unanimously

approved the transaction.

50

“Electronic Systems” take Our Work to The World

51

“Any sufficiently advanced technology is indistinguishable from magic!”Arthur C. Clarke.

The End

... of the Beginning ...

52

Reading & References

Electronics 2015: Making a Visible Difference (Referred) DTI EIGT Report, HMG URN 04/1812, 2004.

Engineering UK 2009 (and 2011): The state of engineering (Referred) EngineeringUK (ex Engineering Council), 2009 and 2011.

The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail (Disruptive Tech.) by Clayton M. Christensen: HBS Press, 1997

Open Innovation: The New Imperative for Creating and Profiting from Technology (Research in 21C) by Henry William Chesbrough : HBS Press, 2003

The World Is Flat (Globalisation) by Thomas L. Friedman: Penguin, 2005

Staying Power (Business) by Michael Cusumano: Oxford, 2010

A Short History of Nearly Everything (A different view on what we know) by Bill Bryson: Black Swan, 2003

The Voyages of the Beagle (Scientific Observation) – Free on-line By Charles Darwin,1860

An Essay on the Principles of Population (Natural Competition) – Free on-line By Thomas Malthus,1789