eReader Market Overview - NXP Semiconductors · • Electronic subscriptions available today •...

TMFreescale, the Freescale logo, AltiVec, C-5, CodeTEST, CodeWarrior, ColdFire, C-Ware, mobileGT, PowerQUICC, StarCore, and Symphony are trademarks of Freescale Semiconductor, Inc., Reg. U.S. Pat. & Tm. Off. BeeKit, BeeStack, CoreNet, the Energy Efficient Solutions logo, Flexis, MXC, Platform in a Package, Processor Expert, QorIQ, QUICC Engine, SMARTMOS, TurboLinkand VortiQa are trademarks of Freescale Semiconductor, Inc. All other product or service names are the property of their respective owners. © 2010 Freescale Semiconductor, Inc.

FTF-CON-F0777

eReader Market Overview

June, 2010

Nik JedrzejewskiProduct Manager

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2Freescale, the Freescale logo, AltiVec, C-5, CodeTEST, CodeWarrior, ColdFire, C-Ware, mobileGT, PowerQUICC, StarCore, and Symphony are trademarks of Freescale Semiconductor, Inc., Reg. U.S. Pat. & Tm. Off. BeeKit, BeeStack, CoreNet, the Energy Efficient Solutions logo, Flexis, MXC, Platform in a Package, Processor Expert, QorIQ, QUICC Engine, SMARTMOS, TurboLinkand VortiQa are trademarks of Freescale Semiconductor, Inc. All other product or service names are the property of their respective owners. © 2010 Freescale Semiconductor, Inc.

► The following presentation will give the audience an informative overview of the dynamic eReader market as it stands today.

Session Introduction

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►Market Environment Overview►Technology Review►Product Review►Session Review and Wrap-up

Agenda

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Freescale Multimedia Markets

Automotive

Smart Mobile Devices

eReaders

► Historic leadership in Telematics► Ramping in radio and infotainment► Initial designs in advanced clusters

► Dominant market share in emerging►eReader market► Aligned with market leaders

► Pioneer in portable media players► Thought leader for smartbooks► Focused investment in tablets

Embedded Multimedia► Broad traction in the embedded market► Connected display based devices in►consumer and industrial markets

http://www.onstar.com/us_english/jsp/index.jsp

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Mobile InternetDevice

Tablets

EnergyGatewaysMedia Phones

Photo Frames

AdvancedSmartphones

Smartbooks

Infotainment/Telematics

Connected DevicesDisplay Centric

Portable Media Players

• Proliferation of tablet centric devices• Content consumption vs content

creation• Instant on and always connected• Great user experience – HMI and

multimediaRequirements:• Optimized performance at lowest power• Price and performance scalability• Open OS support with complete solution• Strong ecosystem• Tightly integrated graphics and

multimedia

Trends driving need for a intuitive, rich user experience with seamless

connectivity. See it and touch it

Smart processing solutions for the connected world

Touch Screen Printers

eReaders

The Fourth Screen: Learning, Reading, Entertainment, Education, Communication and Beyond

Enabling the Connected Multimedia Experience

Factory HMI

Auto.

Mobile.

Home.

Industrial.

Home.

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Publishing Revolution is Happening

►Near term: Leisure Books• Transition in Progress• Established Business Model: Purchase

digital books• Digital library is developing• Grayscale electronic paper displays

►Mid term: Newspapers & publishing• Electronic subscriptions available today• Hearst investment in Skiff• Color needed for magazines

►Long term: Education• Entrenched business (revision based

updates requiring yearly purchases)• Need Ruggedized HW• Use case will be different

Multiple books at onceNotes

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7Freescale, the Freescale logo, AltiVec, C-5, CodeTEST, CodeWarrior, ColdFire, C-Ware, mobileGT, PowerQUICC, StarCore, and Symphony are trademarks of Freescale Semiconductor, Inc., Reg. U.S. Pat. & Tm. Off. BeeKit, BeeStack, CoreNet, the Energy Efficient Solutions logo, Flexis, MXC, Platform in a Package, Processor Expert, QorIQ, QUICC Engine, SMARTMOS, TurboLinkand VortiQa are trademarks of Freescale Semiconductor, Inc. All other product or service names are the property of their respective owners. © 2010 Freescale Semiconductor, Inc. 7

The Elephant in the room: The eReader v. the Tablet Computer

►eReader ►iPad & Smartbook Tablet

• Target market: avid readers• Buyers have an average age of 43 and

earn at least $35k annually with an average income of $72,030

• Target market: a younger, social networking crowd that wants to check latest Facebook update

The Book Industry Study Group, 2010, www.bisg.ort

► The target customers are largely different segments ► Both types of devices use eBooks ► Both markets are expected to realize significant growth► Both will hasten the acceptance and pace towards more eBooks

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0

5M

10M

15M

20M

25M

2008 2009 2010 2011 2012

30M

0

50%

100%

150%

200%

250%

300%

350%

400%

450%

eBook Reader

eNewspaper Reader

eBook Reader Y/Y

eNewspaperReader Y/Y

eReader Shipments

►EPD-based eReader’s MarketShipment: real competition will start in 2010 with many vendors and “me too” products.Size: 10” above for newspaper and magazine applications has to be well-colorful and compete with NetBook, CULV and slate PC.Growth: dramatic growth will last till 2011 but eBook reader’s shipment is still not a mass and mainstream application so far.

.Copyright © 2010 DisplaySearch · All Worldwide Rights Reserved

8SOURCE: DisplaySearch 2009 ePaper Display Report

All EPD-based Reading Devices’ Shipment

• Color will be ready in H2’10 but performance to meet consumers’expectation will be challenging.

• Touch: it can enhance UI of offering note and handwriting; resistive touch is good enough.

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High Prices Today with Opportunity for Exponential Growth

“At what price would you consider an electronic book device/eBookreader expensive but still purchase it?”

Intent to purchase among U.S. online adults scales dramatically with price declines

Kindle DX(Global Wireless)Kindle

(Global Wireless)Sony

Pocket Edition

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What is Special about an eReader?

►A Microencapsulated Electrophoretic Display (EPD) • Also known as Electronic Paper Display or bubbles• E Ink Vizplex® is the leading panel solution

►Low Power• Weeks v. hours

►Sunlight Readable• Reflective v. backlight

►Thin and light• Hold it in one hand

►Simple to use• Some 3G enabled• No monthly fee• Easy to download new books

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E Ink and Freescale partner to develop integrated processors for the fast-growing eBook market

Collaboration between market leaders designed to speed eBook evolution and enable new product categories

AUSTIN, TX and CAMBRIDGE, MA – Oct. 19, 2009 – The industry’s top provider of processors for eBooks has joined forces with the leading supplier of eBook electronic paper displays to develop highly integrated embedded solutions that lower costs and foster innovation for eBook manufacturers and their customers.

Newest eReader processor from Freescale helps to lower costs and foster innovation for next-generation consumer products

March 1, 2010 …. “The integration of the ePaper display controller into the newest i.MX processor will help lower costs while enabling the next generation of E Ink display-based eReaders – a great combination for customers,” said Sriram Peruvemba, vice president of marketing for E Ink.

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Display Technology

►There Are Many Electronic Paper Displays Under Development.Not all technologies will survive: advantages, adoption, manufacturable, capacity, cost etc. Single-layer cholesteric LCD is developed to cost down. mirasol™ by QMT (Qualcomm MEMS Technology) announced to offer eBook reader’s solution with native coloring ability.

Electro-chromic Electro-wettingCholesteric Reflective LCD Bi-stable Nematic LCDMEMS

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eReader SOC

3G

The eReader ecosystem

ContentProvider &

Book Sellers

DisplayFront Plane

e-Paper

DisplayBack Plane

/ Module

eReaderdesign

Software Components

* e-Book ownerdoes not pay forcellular connection- paid from content provider

* CellularOperators

.

.

.

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Display Driver (external or integrated)

http://www.marvell.com/index.jsp



http://www.mobileread.com/forums/showthread.php?t=38108

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Content Providers

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i.MX Roadmap for eReaders and Tablets

Tablet computing

i.MX51• Cortex A8

eReadersi.MX31

i.MX35

i.MX23

2009

Key:Mass production • ARM 9

► Low cost $99 eReader with LCD screen► Optimal mix of cost, low power, and performance

• ARM 11

► Mainstream eReader product today► Optimal mix of cost, low power, and performance► Enables sub $199 eReader performance node

► 800MHz Cortex A8► Smartbook and Tablet computing solution► Supports soft EPD for E Ink and AUO eReaders► Supports dual screen eReaders

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i.MX Roadmap for eReaders and Tablets

Tablet computing

i.MX51

i.MX31i.MX35

i.MX23

• Cortex A8

eReaders

2009

Key:Mass productionTape Out

• ARM 11

• ARM 9

i.MX508

i.MX50x

i.MX53

• Cortex A8

• Cortex A8

• Cortex A8

► High performance tablet computing solution► 1080p HD Video decode► Will run soft EPD from AUO and E Ink► eReaders that need high performance multimedia► - PixelQi, Sharp, Liquavista

► Cortex A8 with high performance E Ink EPD► Cut system cost by 50% versus A8 + Epson► Retail cost down by over $30► Support for high resolution, faster panels, and color► Next gen dual scan panel support► Cortex A8 with flexible LCD Interface► Ideal eReader solution for non-E Ink solutions► Works with AUO TCON ASIC► Works with PixelQi, Mirasol, Liquavista, Sharp, etc.

2010

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Introduction to Freescale’s eReader Business

►In early 2009, analysts projected the market to be under 4M units►Freescale ended 2009 with over 50% of all eReader units shipped►On October 19, E Ink and Freescale partnered to develop integrated processors for the

fast-growing eBook market ►On March 1, Freescale announced the result of that collaboration to extend Freescale’s

leadership

Pro

cess

or p

erfo

rman

ce

►Highest performance for eReaders►Lower system cost than all other solutions

that require a standalone E Ink EPD controller

i.MX51ARM Cortex™ A8

i.MX31xARM 11

i.MX35xARM 11

i.MX23xARM 9

i.MX508ARM Cortex™ A8

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Introducing the i.MX508 SOC for eReaders

Introducing the i.MX508 SOC for eReadersThe i.MX508 is the first system-on-a-chip (SOC) to combine the latest ARM Cortex™-A8 processing core with the latest, integrated E Ink electronic paper display (EPD) controller

Lower Cost Extended Battery Life Get Faster Page Flips

► 50% less than a similar processor with a standalone EPD controller, the i.MX508 facilitates new price points

► Other system level cost savings from use of RAW NAND, Dual USB PHY, DDR2 memory, etc.

► Special power-saving modes designed for eReaders

► Low power featuresinclude the use of the new LP-DDR2 memory

► High performance CPU combined with large L2 cache memory reduces the amount of time processor is on, providing more power efficiency

► Increased performance to flip pages faster

► Capability to drive next generation panels for improved reading experience

► Headroom to add new applications and capabilities

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i.MX508 Block Diagram

► Specifications:• CPU: ARM Cortex-A8 800 MHz• Process: 65nm, LP/GP• Core Voltage: 0.7-1.1V• Temp Range: 0 to 70C• Package: 12x12 0.5mm•

► Features and Advantages• High Performance CPU : Cortex A8• Advanced power management features• Integrated E-INK EPD Controller• LP-DDR2 support for low-power applications• Managed NAND Flash Support with eMMC

4.4/SDIO• Raw NAND with up to 32-bit ECC and

ONFI2.1/Toggle• Dual USB PHY support (HS OTG, HS Host)• Flexible LCD display support up to 1400x1050

@ 60Hz

► Schedule:• Samples Q310• Production Q410

Unmodified from i.MX51xChange from i.MX51x

Ext Memory (32-bit)

CPU Core ComplexARM Cortex A8 (800MHz)

32KB I$

32KB D$

256KBL2-Cache

NEONETM

Display System

ePXPCSC, Combine, Rotate,

Gamma Mapping

eLCDIF (1400x1050)8-,16-,24-,32-bit I/F

6800/8080, VSYNC, HSYNCDOTCK, RGB @ 60Hz

EPDCE•INKTM Panels with

Source/Gate Driver I/F

Graphics

GPU2DOpenVG1.1 (1pix/clk)

ConnectivityUART x 5

EMILP-DDR2-533 1.2V

DDR2-533 1.8VLP-DDR1-400 1.8V

WEIMSRAM, PSRAM,

Parallel NOR

eSDHC x 4

I2C x 3

SSI x 2

eCPSI x 2

CPSI

i.MX508

Raw NANDBCH32 ECC

GPMI ONFI2.1

USB 2.0 OTG PHY

USB 2.0 Host PHY

MSHC

System/DMASecure JTAG

Power Mgmt

PLL x 3

CCM/Reset

Timers x 2

WDOG

APBH DMA

SecurityRNG

AES/SHA-1/SHA-2

SRTC

E-Fuse

FEC 10/100

KPP (8x8)

On-Chip Memories128KB OCRAM

96KB OCROM

SDMA

PERFMON

Bus QoSC

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Next Gen i.MX508 eReader Solution

►Advantages:• Best Performance: Cortex-A8 w/ dedicated internal controller• Best Power: quickest to do work and turn off• Lowest system cost:

• No external controller (EPDC) or EPDC memory• Targeted eReader apps processor with integration to lower system cost

i.MX508Cortex A8 eReader Apps

Processor

MC13892Power

Management+ Touch-Sensor

SGTL5000Audio Codec

MMA76603 axis

accelerometer

EPD Controller

I2S, I2C

I2C

SPI/I2C

IPU32-bit DRAM

DDR2-533LV-DDR2-533LP-DDR2-533LP-DDR1-400

eMMC4.4SDIO

(content/FW)

HS/FS OTG PHY

HS/FS HostPHY

PC

TS Controller (4-wire)

Display PMICI2C/SPI

MPR121Prox

Sensor

ExpansionCard

UARTkeypad

SDIO

WAN Module

WLANModule

SD/MMC

Hea

dset

Mic

roph

one

Spea

kers

I2C

BluetoothTethering

EINK Panel

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The Need: Reduce Cost

i.MX508(under $10 in high

volume)

Reduce cost by around 50% over similar standalone processor and EPD controller

► Ability to use RAW NAND flash can save $1-$3

► Low cost DDR2 memory► Dual USB with physical layers

► Assuming 30% margins for Brand and channel

► A $15 savings could save $30 at retail► From $199 to $169

From

To

ARM Processor

EPD Controller

Sample price of $20

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The Need: Higher Performance

►i.MX508 features latest ARM Cortex-A8 core with NEON DSP

►Large L2 cache and OpenVG2D decoder for fast decoding

►Freescale benchmarks show Cortex-A8 rendering complex files 500% faster than typical ARM 9

►Advanced, integrated E Ink EPD controller

New Features

Faster Page Flips

Better ReadingExperience

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

None of Above

E-mail

View photos

Calendar

Audio playback (i.e., MP3 files)

Contact lists

Video playback

Text communications

Voice communications

27.3%

48.9%

37.5%

36.4%

34.1%

26.1%

23.9%

20.5%

13.6%

New generations of panels are larger, with increased resolution and faster response time.

Instat report IN090457ID, Electronic Book Survey, by Stephanie Ethier, September 2009

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The Need: Lower Power

#1 care about on future eReaders

Top Three Most Desired on Future E-Books• Longer battery life (59.3%, n-177)

• Internet connectivity (49.5%, n-177)

• Large screen and Wi-Fi (tied at 34.5%, n=177)

► eReaders have special operating profile:• The i.MX508 has advanced power modes to turn parts of

the SOC on and off as needed• High performance means that the core can be shut off

sooner, saving power

► The i.MX508 also has: • Ability to use LP-DDR2 memory• Fewer memory accesses due to large L2 cache and 64-

bit AXI bus architecture• Dynamic voltage and frequency scaling

Pow

er

Time

RUN : Page Update (5%)

WAIT: Display Update (10%)

STOP : No activity (85%)

Instat report IN090457ID, Electronic Book Survey, by Stephanie Ethier, September 2009

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Advantages Relative to Competition

1. The i.MX508 integrates an EPD controller with a modern ARM Cortex-A8, unlike a competitor that used an ARM v5/xScale architecture.

2. The i.MX508 integrates the latest EPD controller from E Ink to drive the current and next generation E Ink panels. (e.g. support for resolutions up to 2048x1536 @ 106Hz)

3. The i.MX508 has a hard integrated controller. This is unlike software implementations that run on a processor. The hardware implementation has performance, scalability and power advantages that scale with resolution.

1

2

3

ArchitectureV4/v4T

ArchitectureV5/v5E

ArchitectureV6

ArchitectureV7

ARM7TDMI,920T,

Intel StrongArm

ARM926, 946, 966, Intel

xScale

ARM1136, 1176,

1156T-2

V7-A (e.g. Cortex A8)

Source: The Definitive Guide to the ARM Cortex-M3 by Joseph Yiu (2007)

Metric 800x600x50 1200x825x50 2048x1536x106

Display pixel size (MP) 0.5 0.9 3.0TFT pixel rate (MP/S) 30 62 417SDCLK Freq (MHz) 7.50 15.47 104.20

Assumptions: 4 pixels/SDCLK, 20% Blanking

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Get Started Today

► Introducing the SABRE platform for Readers based on i.MX51

►Uses an i.MX51xapplications processor running a software version of the EPD controller for the i.MX508

►Customers can start designing today, and easily move software to the i.MX508 to reduce cost and increase performance

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Important Target Dates

SABRE i.MX51E Reference Design

i.MX508 Samples

i.MX508 Development Kit

i.MX508 BSP

i.MX508 in Mass Production

NOW

August

September

September

November

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E INK Status

► October 2009 – FSL is first SOC company to sign JDA► February 2010 – FSL introduces software EPD on i.MX51► Introduced SABRE i.MX51 Reference Design► Many customers and ODMs in production; 90% share in 2009► i.MX508 – First Cortex-A8 with integrated E Ink controller

Found slightly better e ink logo

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Display Partner Status

► i.MX31 - AUO introduced demo at CES► i.MX50x – Supports AUO TCON solutions

► i.MX51 – Monochrome and color demo► i.MX50x – Utilizes LCD interface. Awaiting FSL samples

► i.MX51 – Interface requirements verified► i.MX50x – Utilize LCD interface

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Summary

►eReader Market is evolving• Will co-exist with tablet• Will help drive publishing revolution (and vice versa)• Allows reduction in paper consumption

►Bringing an eReader to market involves many aspects• Choosing from evolving panel technology• Software to accommodate panel limitations• Content availability and access

►Freescale is positioning to help fuel growth by lowering system costs, raising performance bar and lowering power of eReadersolutions

• Learn more at www.freescale.com/imx508

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For Further Information

►www.freescale.com/imx508

►www.freescale.com/eReaders

►www.smartmobiledevices.wordpress.com

http://www.freescale.com/imx508

http://www.freescale.com/eReaders

http://www.smartmobiledevices.wordpress.com/

eReader Market Overview - NXP Semiconductors · • Electronic subscriptions available today •...

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