DS Digital Signal Controller Target Markets and Applications

2. What is DSC ? Digital Signal Control  I am sure you are wondering, what is Digital Signal Control? We are all familiar with the 8, 16 and 32 bit MCU segments. The DSP segment straddles across these MCU markets. (CLICK FOR ANIMATION) Digital Signal Control is the convergence of Embedded Control and Digital Signal Processing. An increasing overlap between the MCU and DSP space. dsPIC30F is Microchip’s first Digital Signal Control family designed specifically for the DSC market. I am sure you are wondering, what is Digital Signal Control? We are all familiar with the 8, 16 and 32 bit MCU segments. The DSP segment straddles across these MCU markets. (CLICK FOR ANIMATION) Digital Signal Control is the convergence of Embedded Control and Digital Signal Processing. An increasing overlap between the MCU and DSP space. dsPIC30F is Microchip’s first Digital Signal Control family designed specifically for the DSC market.

3. dsPIC30F Looks Like a MCU Performs Like a DSP Priced Like a MCU

4. Target markets 16-bit MCU Applications DSC (not DSP) Applications

5. 16bit MCU market : Our Focus Expect 60-70% of opportunities in this category Goal: Establish dsPIC as the leading 16-bit MCU Win with: MCU Performance Reliable Flash Memory DSP capability Analog, CODEC, Data EEPROM Small package variants Excellent C compiler Extensive array of Libraries & Reference designs

6. Microchip Strengths High MCU performance DSP capability is a plus Reliable Flash Excellent C code efficiency Small package variants Data EEPROM Codec Excellent Analog Excellent Tools Reliable Supplier Reputation for support Competing against the MCU crowdFreescale, Infineon, ST, NEC, Renesas

7. DSP market : Focus DSC ! Expect 30-40% of opportunities in this category Goal: Target the Digital Signal Control market Win with: Great MCU + DSP integration Much better in control Reliable Flash Memory Analog, CODEC, Data EEPROM Small package variants Excellent C compiler, Tools Extensive array of libraries & reference designs Much better Flash pricing than competitors

8. DSP market : Focus on DSC Target applications < 30 MIPS Replace DSP + MCU with dsPIC Motor Control Speech and low-end Audio application Don’t waste time going after high MIPS DSP Apps

9. How to identify target dsPIC Applications

10. How to identify target Applications By competitor part used By target Applications

11. dsPIC30F Let’s take the first approach. Here we have listed the Key competitive product families. The first group is 16-bit MCU families. The second group is 16-bit DSP’s - mostly focused on motor controlLet’s take the first approach. Here we have listed the Key competitive product families. The first group is 16-bit MCU families. The second group is 16-bit DSP’s - mostly focused on motor control

12. dsPIC Target Applications

13. Key Target Applications / Markets Motor Control Power Conversion Speech & Audio Sensor Control Connectivity Automotive

14. Motor Control

15. dsPIC Target ApplicationsMotor Control: who needs dsPIC dsPIC is good customer needs: Variable Speed Torque control Precise speed & position control Industrial servo control Variable Load Sensorless control Very high RPM High Power (large motors)

16. dsPIC Target Applications Motor Control Washing machines - Higher efficiency ACIM or BLDC control HVAC - Variable Frequency ACIM control, Inverter Exercise Machine - variable load motor control Industrial Gate Opener - high torque Door / Gate Opener Industrial Servo Control Resolvers - absolute and incremental resolvers Quadrature Encoders Electric Bicycle - motor control and battery management Dental Drill - high speed motor Respirator motor control - high speed, quick on/off RC Aircraft motor control - high rotational speed

17. dsPIC Target Applications Motor Control

18. dsPIC Target ApplicationsMotor Control : Automotive Electronic Power Steering (EPS) Electronic Hydraulic Power Steering (EHPS) Electronic Differential Electronic Stability (Roll) Control Seat Motor Seat Belt Pretensioner HVAC Engine cooling fan control Submerged Fuel Pump control Electronic Brake Electronic Parking Brake (EPB) Window Lift Adaptive (Moving) Headlight Module

19. Power Conversion and Management

20. dsPIC Target ApplicationsPower Conversion / Management Power Conversion Applications require many of the same features as Motor Control High Speed Advanced PWM Fast A/D converter Computation Power (and DSP capability) Power Management applications use: Fast and accurate 12-bit A/D Fast Processing power

21. dsPIC Target ApplicationsPower Conversion Online UPS AC to DC Power converter DC to DC Power converter DC to AC Power converter (Inverters) HID Ballast Control (High end) Auxiliary Power Units (Avionics) Power Management in Equipment, such as: Copiers, Servers, Telecom equipment Generators Cell Tower RF Amp Power management Audio Amp Power Supply Welding Machine Starter - Generator

22. dsPIC Target ApplicationsPower Management Arc Fault detection Circuit Breakers (Industrial grade) Power Analyzers Advanced Battery Management Three Phase Power Meter

23. Speech & Audio

24. Target Market: Speech & Audio Applications dsPIC is Ideal for Speech / Audio Applications Performance adequate for speech and low end audio Performance not enough for Hi-Fi audio CODEC and I2S interface for serial audio send / receive Can replace MCU + Audio Processing Chip in an app Competition is weak in this area We have a strong opportunity dsPIC Target Applications

25. Speech & Audio Applications Conference Phone with noise cancellation Distributed Speakers for PA network Noise Canceling Headset Cabin Noise Cancellation Noise Canceling Cell Phone Cradle (Auto) Active noise cancellation for Auto Exhaust Remote Control with voice command Intercom system with Street noise cancellation Sound activated microphone Feature Phone Industrial noise cancellation Two way radio (noise cancel, speech compression) Walkie-Talkie Radio Phone dsPIC Target Applications

26. Speech & Audio Applications Musical Effect - Reverb, echo Musical / Lighting Effect Guitar Amplifier Self powered sub-woofer Cross-over network Equalizer for PC Audio, Portable Audio Audio Amplifier power supply dsPIC Target Applications

27. Sensors

28. dsPIC Target ApplicationsTarget Application: Sensor This is a new segment which we will pioneer Characterized by HIGH MIPS and LOW Pin Count We offer 18/28 Pin versions Targets: Sensor Processing Space Constrained and High MIPS

29. Portable EEG Monitor Glass Break Detection Bar Code Reader Glucose Monitoring Microphone Control Voice Activation Airbag Sensor CO Detector Rain Sensor Coin Acceptors Bill validators Magnetic Sensors Touch Screen control dsPIC Target ApplicationsTarget Application: Sensor

30. Connectivity

31. dsPIC Target ApplicationsTarget Application: Embedded Connectivity dsPIC can do TCP/IP ( few MIPS) dsPIC can do 2400 bps software modem ( < 7 MIPS) dsPIC can do 9600 bps software modem ( < 15 MIPS) dsPIC is a good solution to add Internet Connectivity We offer Complete Solution: We have TCP/IP library (from 2 vendors) We have Software modem library (from 2 vendors) We have Ethernet driver software We have a “Connectivity Demo board” Replace MCU + modem chip Replace more expensive Seiko chip or ARM based solution

32. dsPIC Target Applications Connectivity : An Emerging Market Security Control Panel Electric Meters Gate Opener (with Phone link) POS Terminal Gas Pump ATM Smart Card Reader Auto Diagnostic Machines Internet Appliance Gas / Water Meters Power Line Modems Home Medical Equipment Feature Phone Answering Machine Fax Industrial Equipment Thermometer Refrigerator Vending Machine Inventory Counter Portable tag reader Secure Radio

33. Other Applications

34. dsPIC Target Applications Industrial, Medical Water Meter Sprinkler System Control Traffic Light System CNC Machine control Laser Cutting Machine Laser guided power tools Electronic Door Lock Ammeter Valve Control Defibrillators

35. dsPIC Target ApplicationsEngine Control Diesel Engine Super Charger Diesel Engine Turbo Charger Jet Ski engine control Lawn Mower engine control Generator engine control Power Generator Motor Cycle Engine Ignition Control Motorized Scooter Motor Control

36. dsPIC Target Applications Telecom Optical Transceivers Laser Tuners VoIP Secure Modems Two way Radio Line Cards Line Echo Cancellation RF Amp Power Control in Cell Tower VSWR control

37. dsPIC Target ApplicationsLighting & Display Control LED Sign Control Rotating Light Sign Control Stage Light Control HID Ballast Control - Commercial and Automotive LCD panel control CCD control

38. Automotive

39. dsPIC Target ApplicationsTarget Market: Automotive Reliable Flash, CAN, Large Memory required Severe Competition from Japan for >64KB Flash Freescale and Infineon Presence Declining NEC, Mitsubishi Presence Increasing Some migration To DSP Underway: Motor Control and Audio “Driving” the Trend Microchip strengths: Efficient C Code Compaction Flash Reliability High performance MCU

40. dsPIC Automotive Applications

41. dsPIC Automotive Applications

42. Motor Control Related Electronic Power Steering (EPS) Electronic Hydraulic Power Steering (EHPS) Electronic Differential Electronic Stability (Roll) Control Seat Motor Seat Belt Pretensioner HVAC Engine cooling fan control Submerged Fuel Pump control Electronic Brake Electronic Parking Brake (EPB) Window Lift dsPIC Automotive Applications

43. Why choose dsPIC

44. dsPIC30F: A solid choice for 16-bit MCU Family of 19 products Very High performance MCU DSP capability for free, when you need it FLASH reliability is excellent Analog integration 18-pin to 80-pin offering Up / down migration in Memory Size Up / down migration in Pin count Excellent Security features C-compiler efficient Very good Tools at low cost or no cost Application Libraries and Reference Designs

45.