每次的技术盛会，主题演讲起着一锤定音的作用。它昭示着这家厂商的Vision，Mission和Strategy。2009年8月27日，也就是昨天上午，飞思卡尔首席执行官Rich Beyer的主题演讲用丰富的例证、引证和对比，向听众构划出飞思卡尔在汽车电子、网络、工业控制和消费电子方面的现状和蓝图。
让我们领略一下英文原版的Keynote Speech。
RICH Beyer Keynote:
Thank you…Good morning and welcome to the 2009 Freescale Technology Forum.
This is my second FTF in China, and I am very excited to be here in Shenzhen!
We appreciate your attendance and support. Our FTF team has organized an extensive selection of application demonstrations and training classes to showcase Freescale’s solutions.
Everything we do here has been designed with your needs and interests in mind… If there is anything we can do to make this event more productive or more enjoyable…please don’t hesitate to ask.
I would like to thank every one of our sponsors for their support…
And I would like to give special thanks to our Global Platinum Sponsors…Microsoft…MontaVista… and Wind River.
All of our sponsors are a critical component to the success of the Freescale Technology Forum.
This year we have assembled more than one-hundred-ten hours of technical training classes… and more than seventy Freescale and third-party demos in our Technology Lab.
We hope you find the next two days informative and inspiring.
(MARKET OVERVIEW & OUTLOOK)
Since we met last year, our industry has experienced some of the greatest economic challenges in generations. This recession has had an unprecedented global impact, and no region has been immune from its effects.
Export-oriented countries like China have been heavily impacted by the global economic slowdown. According to China’s Ministry of Commerce, exports of home appliances, consumer electronics and automotive components have seen a double-digit decrease.
However, as the world economy gradually pulls out of the recession, China is very well positioned to benefit from recovering trade. The World Trade Organization expects China to overtake Germany as the world’s top merchandise exporter by the end of this year.
Many countries have undertaken national stimulus packages to help reduce the impact of this economic downturn, and the China stimulus package has been very effective and efficient.
In the first quarter of this year, China’s banks lent out as much as they did in the entire year of 2008. While the majority of this funding was to government-guaranteed infrastructure projects, one of the most promising elements is the rebound in growth of domestic consumption.
Retail spending in China is growing at the highest rate since 1993, and the growth in domestic tourism and automobile sales has surprised most of China’s economists.
In fact, 75-percent of all car purchases were by first-time car buyers and almost 95-percent of those purchases were fully self-financed.
So, in the short term, it seems that consumer confidence and consumption might be the most beneficial contributions from China during this dramatic worldwide economic downturn.
From a global perspective, it appears that the markets are stabilizing, and we hope that the worst is over.
Moving forward, the rate of recovery is unfortunately expected to be at a much slower pace than the economic growth that has fueled business during recent years.
In order to compete effectively, businesses will need to become more efficient and more agile, at least for the next few years. Both economic and human resources will be limited, so they must be used wisely in the pursuit of growth opportunities.
(FREESCALE TRANSFORMATION)
Last year at Freescale, we recognized this need for change, and we began the transformation of Freescale into a more focused company.
Our company today is focused on our core strengths: embedded processors, microcontrollers and DSPs; RF, analog and sensors. And a company more focused on those growth opportunities where our technology leadership can help deliver a clear, competitive advantage to our customers.
Freescale is in the process of becoming a new company. We made the difficult decision to exit the cellular handset chipset business. R&D funding for next generation cellular handset technology is dramatically increasing, while consolidation of the cellular handset market was making it increasingly difficult to generate the scale required to fund that investment.
We made the decision to invest in the growth of our core automotive and networking businesses. We are concentrating our R&D and customer support to strengthen our leadership positions.
And we are being careful in pursuing selected industrial and consumer opportunities where our product portfolio and technology strengths set us apart from the competition and deliver unique solutions for our customers’ needs.
We are enhancing our design productivity.
Our enhanced strategic focus will enable us to define better products and future product roadmaps that are aligned with high-growth markets.
We are improving our product development cycle time and improving our technology support resources.
We are streamlining our business processes across the corporation from our supply chain to sales and marketing, and we are identifying and eliminating process bottlenecks and organizational inefficiencies that impair our speed of execution.
Freescale is focused on being faster and more responsive. And we are focused on delivering operational excellence in everything we do.
At our heart, we are an embedded processing company, and we are the global embedded processing leader.
Looking forward, we see a world where Freescale will be the driver of automotive innovation. Our embedded processing technology will be the key to cleaner, safer transportation.
In networking, Freescale will be the connection to an intelligent planet. Our embedded processing and RF leadership will enhance communication, entertainment and information.
Our embedded processing expertise will help lead a new industrial revolution where our solutions will be at the heart of intelligent, energy-efficient material control and manufacturing.
And our sensor, analog, RF and embedded processors will provide the differentiated technology required to create new categories of connected consumer devices that blur the boundaries between entertainment and communication devices.
(ENABLEMENT)
Freescale is the global leader in embedded processing, and a critical component to building and maintaining leadership in embedded processing is providing the software and development tools that help our customers move their ideas from concept to market, quickly and efficiently.
One of the core purposes of this FTF is to demonstrate our efforts and progress to provide you with the best possible solutions to help you develop products and systems that enable your companies to win.
In networking, multicore processors are essential to delivering the industry-leading levels of integration, performance and energy-efficiency required for next-generation communications systems.
However, testing and optimizing application software for systems based on embedded multicore processors can be a time-consuming task.
To help solve this challenge, Freescale has introduced our VortiQa software. This is production-ready, application-level software specifically for our multicore solutions to dramatically reduce the time needed by you, our customers, for your development tasks.
To enable rapid prototyping for our microcontrollers, we have introduced the Freescale Tower System. This is a modular development platform with reconfigurable hardware that enables developers to mix and match MCU and peripheral boards to save both money and months of development time through rapid prototyping and tool re-use.
To streamline embedded designs with our acceleration, pressure or proximity sensors, Freescale has introduced the Sensor Toolbox. This is a unified set of development software, customizable plug-and-play boards and complimentary sensor algorithms to help you get the most out of your sensor-related designs.
This is just a brief snapshot of the extensive development support available from Freescale and our design alliance partners. You can see these solutions and much, much more in our Technology Lab here over the next two days.
(GROWTH TRENDS)
In challenging times like these, it is easy to become internally focused, and in doing so, lose sight of the opportunities ahead.
However, one of the most distinguishing characteristics of a leader is the ability to look forward and ask… What is new? What is next? What is better?
For the past several years, we have concentrated on three major trends that we feel represent the engines of our future growth.
First is the Net Effect. This is the emergence of user-created content and the multimedia experience which is driving the insatiable demand for networking bandwidth.
Second is Health and Safety…the need for improved healthcare monitoring and the opportunity for electronics to make our lives safer.
And third is Going Green…the need for energy conservation and the quest for preserving our environment for future generations.
The continued convergence of these trends is creating demand for new applications that often combine multiple technologies and require embedded processing expertise and embedded control solutions that span multiple markets.
As the industry leader in embedded processing solutions , we believe Freescale is uniquely positioned to address this growing demand.
So, let’s take a look at the Net Effect. The proliferation of social networking and user-generated content combined with the impact of broadband, constant connectivity, and the dramatic growth of mobile devices is creating new social communities and new business and consumer behaviors around the world.
Thanks to the growing availability of high-speed Internet access and search technology, user-generated content has become one of the dominant forms of global media.
Research has shown that, 92 percent of China’s 243 million broadband consumers contribute to social media such as forums, bulletin boards, chats and blogs.
That is compared to 105 million Americans, or 76 percent of the U.S. broadband population.
With new generations growing up on the Internet, we are beginning to see a dramatic shift in the way these Web users view video, TV shows and movies. In a survey of young Internet users in America, 90 percent use video-sharing sites today. That’s compared to 72-percent only a year ago.
Overall, 22 percent of American adults have cut back on their cable or television services during the past 12 months, and among this group of online video viewers, 32-percent have connected their computer to their TV screen to watch Internet video.
Global mobile TV adoption is also expected grow by 46 percent in the next four years. Japan and South Korea accounted for about half of the 70 million mobile TV subscribers in 2008, and they will continue to be the majority of the projected 450 million subscribers in 2013. But significant growth is also expected in other Asia-Pacific markets, including India and China.
China’s wireless operators are moving aggressively on their 3G rollouts to capture share of the domestic market for mobile-data services. China is the world’s biggest mobile market, with 634 million subscribers. And by injecting more than 6-point-2 billion dollars for wireless infrastructure development in 2009, the Ministry of Industry and Information Technology is expecting 500 million subscribers for 3G Internet and video-enabled services in the next five years.
Our next growth trend is focused on Health and Safety.
Virtually every day, we are seeing breakthroughs in medical therapies and diagnostic discoveries. People in the developed countries around the world are enjoying a higher standard of living and quality of life.
Economic development, urbanization and the globalization of consumer markets are allowing people to live longer. And we are seeing the focus of the public health agenda shift toward chronic degenerative diseases like hypertension, cardiac failure, diabetes and cancer.
Chronic disease rates have been rising around the world. In the most recent survey of global data, 60-percent of deaths worldwide were due at least in part to chronic diseases.
The major economic impacts of chronic diseases include higher health care costs, lost productivity, disability and death among the working age population. A recent study estimated that 22-percent of China’s total health care expenditures went for the care of diet-related chronic diseases. The estimated productivity cost of these diseases was one-half percent of China’s gross domestic product.
To address this growing challenge, the medical industry is shifting from a high-cost treatment-oriented approach to a more preventive discipline.
Preventative medicine will require the successful combination of medical and information technologies to help provide improved levels of medical care, patient monitoring and lifesaving methods.
A new era of Telemedicine will incorporate wireless technology and Internet connectivity to allow caregivers to monitor their patients while encouraging as active a lifestyle as possible.
The proliferation of personal medical devices connecting patient and doctor will redefine the way we conduct regular check-ups. These devices will be able to detect diseases early, dramatically decrease complications, simplify care, and lower healthcare costs.
Freescale is helping enable new diabetes monitoring solutions like glucometers and insulin pumps. Our embedded processing technologies deliver best-in-class performance with low-power consumption and integrated RF connectivity that help diabetes patients avoid acute complications like hypoglycemia and kidney failure.
Real-time cardiac monitoring solutions are allowing patients with heart disease to live a life without constant fear. Our high-performance 32-bit embedded processors, digital signal processors and digital signal controllers help provide accurate and secure portable heart monitoring solutions for those suffering from hypertension, arrhythmias and cardiac failure.
Of course, the best preventative medicine starts by living a healthy life with proper nutrition and exercise. Wellness and fitness applications from pedometers to treadmills and digital bicycles are beginning to incorporate functions like calorie counters and heart rate monitors. Freescale’s microcontroller portfolio delivers one of the best price-performance ratios available for these applications.
Safety is also an extremely important trend in the world today. And when it comes to safety, there is probably no market segment more focused on the topic than the automotive market. Stringent safety regulations around the world are aimed at preventing accidents and minimizing traffic-related fatalities.
Safety features introduced years ago like anti-lock braking, air bags and tire pressure monitoring systems are being integrated with completely new capabilities like active safety equipment that can actually help prevent accidents before they happen.
Advanced safety systems like adaptive cruise control, lane departure warning and radar for object detection will add embedded intelligence to the vehicle for a higher level of safety, efficiency and convenience.
We will begin to see vehicle-to-vehicle and vehicle-to-infrastructure wireless communications. Embedded intelligence in the vehicle will be able to recognize traffic signs to maintain the proper speed limit or alert the driver about approaching stop signs. And sensors will be able to detect pedestrians around the vehicle and monitor that the driver is alert and aware.
Our third growth trend is Going Green. It deals with perhaps the most significant challenge facing the engineering community today; the need to improve energy efficiency in everything we create.
Energy is embedded in virtually every aspect of our economy and our lives, and by simply using energy more efficiently, we can make an enormous difference.
It is our hope that through improved energy efficiency and innovation, we at Freescale can help address many of the environmental challenges we face as a global society.
For the transportation industry, the prospect of rising oil prices and global warming has intensified the demand for more fuel efficient vehicles while at the same time meeting ever-tightening standards on emissions.
In the consumer market, many countries around the world are instituting new standards to eliminate “vampire electronics”, those devices that consume a huge amount of energy even as they spend time in standby mode.
And the industrial sector accounts for about 37-percent of the global energy consumption. Through the use of high-efficiency motors, improved process control, automation, information processing, and robotics, we can help save the energy output equal to hundreds of coal-fired power plants.
As we look for solutions to our global energy challenges, efficiency is one of our most important levers. And semiconductor technology including embedded processing and power management circuits will be instrumental in solving many of the critical environmental issues we face on our planet.
So, those are the global trends that we feel will drive our markets today and for the foreseeable future. Now I would like to talk about the growth opportunities we see here in China and provide some insights into what Freescale is doing to address these.
(AUTOMOTIVE)
Let’s start with the Automotive industry.
In 2009, China has surpassed the United States as the largest car market in the world, and it is projected that by the end of this year China will displace Japan as the largest car producer in the world!
Despite this strength in domestic sales, China only exported 61 thousand vehicles in the first quarter of this year.
For China to become a major player in the global automotive market, a key challenge will be to engineer cars that meet stringent international emissions and safety standards.
This will require experience in vehicle development, the integration of advanced embedded processing technology, and the ability to achieve the international benchmarks for performance, fuel economy, safety and quality.
As the worldwide leader in semiconductors for the automotive industry, Freescale is uniquely positioned and strongly committed to helping develop the capabilities of the China automotive industry.
Last year we established a joint automotive lab with Chery to develop powertrain and engine contol systems.
We also formed an alliance with Comtech to develop customized module solutions for automotive electronics.
Earlier this year we established a joint automotive electronics lab with Dongfeng Motor Corporation to develop next-generation body electronics, powertrain and hybrid electric vehicle technologies for the global automotive market.
As the leader in automotive semiconductors, Freescale has partnered with the industry’s leading manufacturers and suppliers to help drive standards for component software and interconnectivity.
We have solid, long-standing customer relationships with nearly every automotive manufacturer and Tier-One supplier in the world. And we know what it takes to meet the stringent requirements of the global automotive market.
Freescale offers one of the most comprehensive embedded processing, analog and sensor portfolios for the automotive industry.
Our auto-qualified microcontrollers, analog ICs and sensors cover the complete spectrum of automotive applications including body electronics, powertrain, safety and driver information systems.
As emerging automotive markets like China continue to gain momentum, vehicles will need cost-optimized solutions that incorporate more advanced chassis and safety systems, like airbags, tire pressure monitoring systems, and electronic stability control. Freescale offers solutions for both point-to-point and bus-based satellite interface architectures. So as these systems evolve, they can scale to higher performance as needed.
(NETWORKING)
Next, I want to talk about the growth of China’s networking infrastructure.
The rapid growth of China’s economy and the government’s push to expand telephone and broadband to the country’s rural areas have resulted in one of the most aggressive networking infrastructure expansions ever witnessed.
The China Internet Network Information Center recently reported that the number of China’s Internet users has surpassed the total U.S. population.
Early this year, the government began to issue its licenses for 3G services. As a result, spending on wireless infrastructure equipment in China is expected to rise to more than six billion dollars in 2009. That is an increase of more than 13 percent. This is astounding when we compare it to the rest of the global market which is expected to decline by 3-point-5 percent this year.
Freescale is playing a key role in delivering the performance improvements and the cost reductions required to bring these next-generation networks to life.
We are the global leader in embedded communications processors, and we are working with the leading data communications and telecommunications equipment manufacturers, many of whom are based in China, to develop the next-generation systems required to support the broadband, multimedia and wireless experience.
To give you more detailed insight into our networking roadmap and where we see the market going, I would like to invite to the stage Lisa Su, senior vice president and general manager of Freescale’s Networking and Multimedia Group.
(RICH EXITS, LISA ENTERS)
Thank you.
As Rich mentioned, the networking infrastructure is continuing to expand at a very rapid pace due to the ever-increasing amounts of data that we all desire.
We all want information, anywhere, at any time, and in any form.
China is at the center of this innovation. With the emergence and widespread adoption of 3G networks and the beginning of field trials of 4G technology in Long-Term Evolution, or LTE, we will enable high-speed data rates over cellular networks that will rival even current wired standards.
LTE offers data transfer rates that are 50 times greater than the deployed 3G networks of today. LTE is expected to improve spectral efficiency three-to-four times that of HSDPA, so operators can serve more standard voice customers and provide more data and services in a given bandwidth.
Freescale is dedicated to providing leadership technology to advance the networking infrastructure through our investments in RF power, Power Architecture-based processor technology and StarCore DSP devices.
Last year at this event, we announced our leadership 8156 DSP processor, the industry’s first 6-core DSP device in 45 nanometer technology designed to power 3G and 4G networks. This device has received unprecedented adoption in the marketplace and was recognized as the industry’s best LTE device by China Electronic News and by Electronique Magazine’s “Electron D’Or Award” for Best Processor of the Year.
Today at FTF China, we are introducing our new 8154 DSP, which is a low-power, 4-core version of the 8156. The 8154 is designed to give our customers a variety of price, power and throughput options for Freescale DSPs based on StarCore technology.
Freescale is the first embedded processing company to roll out new devices in 45 nanometer SOI technology and take advantage of its high levels of integration and excellent power-performance capabilities.
This year, I am happy to report that these devices are being used in the initial testing of some of the world’s most advanced networks, and we will be in volume production by the end of this year.
Together with our QorIQ-based microprocessor technology, these devices can help reduce the bill-of-material costs in a typical 3-sector, 10 MHz LTE base station by as much as 60 percent, while simultaneously reducing power consumption by 50 percent. Plus, these 45-nanometer parts deliver enough performance to support double the number of users over the previous generation solution.
With the very aggressive pace of innovation in this marketplace, Freescale is continuing to innovate and introduce new products.
Today, we are announcing for the first time here in China the availability of our next-generation P4080, 8-core device running at 1.5 GHz per core.
The advanced P4080 QorIQ processor is designed to set new standards for performance, power efficiency and programmability in the embedded multicore space. It features a new communications fabric that scales performance across the muticore spectrum, up to 32 cores and beyond.
The P4080 integrates eight enhanced Power Architecture cores, a tri-level cache hierarchy, and datapath acceleration to deliver greater than 10 times the processing power available from current communications processors used in IP networks or base stations.
In addition to the processor and DSP requirements, next-generation networks have been missing the final piece of the puzzle; the software environment.
As these networked systems become even more complicated, the biggest challenge we have as an industry is accelerating time-to-market for our products. An LTE system can require a few million lines of code, and the software development investment is up to 20 times the hardware development effort.
To help solve this challenge, we have introduced our VortiQa software.
VortiQa is production-ready application software for networking markets.
We help simplify the migration to multicore devices, accelerate customer product development and shorten time-to-market by offering performance-optimized application software for PowerQUICC and QorIQ platforms.
In addition, our comprehensive solution-centric approach brings together Freescale silicon, VortiQa software and an expanded ecosystem to deliver complete solutions in targeted segments.
So far, we have introduced four product lines tailored for the needs of the service provider, enterprise, small business and SOHO-residential markets. And this is just the beginning.
At Freescale, we are dedicated to helping our customers unlock the vast potential of our highly-advanced, embedded multicore processors. We look forward to working with you to enable the world’s next-generation networks.
Thank you, and I hope you enjoy your time here at FTF.
(LISA EXITS AS RICH ENTERS)
(INDUSTRIAL)
Thank you, Lisa.
Now I want to talk about a different kind of network. I want to talk about our energy network, or the Smart Grid.
More than a century after the invention of the light bulb, today’s energy grid is little different from the one envisioned by Thomas Edison one-hundred-twenty-seven years ago.
Our current grid was designed for one-way transmission from a central power supply to points of consumption. The smart grid will help embed intelligence that will provide utilities feedback on usage demands and allow them to integrate wind and solar energy with electricity from traditional power plants.
China has initiated a 10-year project to build a smart grid that will launch power transmission into the digital age, securing electricity supplies and boosting energy conservation.
China’s total power demand is expected to more than double by the year 2020. Today most of the nation’s electricity is produced by coal-fired plants. And with the implementation of a smart grid, China hopes to help clean the air by increasing the energy from renewable sources, excluding nuclear energy, to 15 percent.
The smart grid will play a critical role in the development of China’s economy in the future. In the next 20 years, it is estimated that the country will build 50 thousand new skyscrapers. That is the equivalent of ten new Manhattans, or a city the size of Chicago being built every four months.
What could be more important than making them more energy efficient and sustainable?
In 2007 China ranked second in dollars invested in renewable energy. And approximately nine percent of the country’s 586-billion-dollar economic stimulus package will go toward sustainable energy projects.
Energy efficiency is China’s primary energy priority, and its Energy Conservation Law gives top priority to energy conservation strategy as an integral part of economic development.
Smart electric meters will be the first step toward establishing two-way communication between the home and the utility companies. Freescale is an industry leader in smart meter technology. Earlier this year, we demonstrated a number of our reference designs at Metering China Conference in Beijing.
We offer low-power and low-cost solutions for single-phase and three-phase meter measurement. Our product portfolio includes microcontrollers with LCD drivers, and digital signal controllers for power modem functions, integrated ZigBee solutions for wireless communication, and accelerometers for antitamper security.
Once smart meters are deployed, home area networks will help create an energy gateway to connect to home thermostats, smart appliances and other energy-intensive devices. Freescale is working with the leading appliance and thermostat manufacturers to embed connectivity to help adjust operation during peak energy demand periods.
Countries around the world are beginning to implement smart grid technologies to increase energy efficiency and incorporate renewable energy sources that will reduce our global carbon footprint.
You can see our latest smart meter and smart grid solutions in the Technology Lab.
(CONSUMER)
And last, but not least, I would like to talk about some of the exciting embedded processing opportunities emerging in the consumer segment.
There is a new category of handheld devices that deliver connectivity and convenience for an integrated multimedia experience. These include e-book digital readers that are transforming paper-bound media into connected infotainment devices, and they include the new smartbook Internet devices that are filling the gap between traditional notebook computing and smartphone communications.
These devices are driven by the common market characteristics of affordability, portability, Internet connectivity and all-day battery life. And Freescale is delivering a common solution based on our i.MX multimedia application processors.
Freescale’s i.MX processors currently hold more than a 60-percent market share of the e-book digital reader market, and ABI Research projects that ARM-based processors will be embedded in almost half of the 25-billion-dollar smartbook processor market in 2013.
Today, I have with me a smartbook prototype from Pegatron, one of our ODM partners.
For streaming video and multimedia capabilities, this chip also contains four additional co-processors that can support 3D graphics and high-definition video. Plus, it has advanced power management features that dramatically extend battery life.
Smartbooks like this one are utilizing new Linux operating systems, like Canonical’s Ubuntu and Google’s Android and Chrome, that can support the connected, multimedia entertainment experience in a portable device with all-day battery life.
It’s an ultra-thin, ultra-light mobile Internet device with instant-on, all-day battery life.
These devices are pretty impressive. You can test drive them for yourself in the Technology Lab. Later today we are also hosting a Smartbook Community Forum where we will have representatives from the entire Smartbook ecosystem share their growth strategies for the coming year.
So, as I close my section of today’s presentation, let me thank you once again for attending our Freescale Technology Forum.
We are proud of the opportunity to share our product directions and tell you about the new and innovative solutions that we are bringing to the marketplace.
But more importantly, we want to hear from you on how we can better serve your needs and how we can help solve your design challenges together.
We are committed to providing the best products with the best quality and best support in the industry. And we will continue to strive to achieve total customer satisfaction.
Together we can help create a world that is more connected, more energy efficient and a healthier, safer place to live.
Let’s go make the world a smarter place.
Thank you for your continued support.I hope you enjoy the rest of this Freescale Technology Forum!
(End)
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