Strategic Marketing Engineering Group May#13-33 Adviser & Client: Dr. Geiger Randall In consultation...
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Transcript of Strategic Marketing Engineering Group May#13-33 Adviser & Client: Dr. Geiger Randall In consultation...
Strategic Marketing EngineeringGroup May#13-33Adviser & Client: Dr. Geiger RandallIn consultation with: Garry
Team leader: Ximeng Sun (Susie)Communicator: Xing Cao (Star)Web master: Tianhao HanSecretary: Zhuoran Yang
Problem StatementWe are going to help TI to find more
new fields which can apply their battery management products as marketing engineers: ◦Understand TI’s existing battery
management products.◦Broaden the market with existing
products.◦Find out if there is an architecture
which customers need but TI does not have it yet.
Strategic Marketing Engineering
Group May#13-33
Conceptual SketchMarketing Engineer
a specialist who understands many of the technical aspects of engineering but is actually more involved in the definition and sales of products.
Strategic Marketing Engineering
Group May#13-33
Functional Requirements Explain technical products in servicesProduct performances, …Collect and analyze data on customer
demographics, consumer needs, and buying habits to identify potential markets and factors affecting product demand
Monitor industry statistics and follow trends in trade literature
Prepare reports of findings, illustrating data graphically and translating complex findings into written reports for customers and product designer(add)
Seek and provide information to help companies maintain leading position in the marketplace.
Strategic Marketing Engineering
Group May#13-33
Market SurveyBattery management devices
occupy more than one billion of TI’s annual sales. For battery management chips, TI’s products share 80% of the whole market. It is obvious that TI is in a leading position in battery management and it needs more ideas to keep in leading position.
Strategic Marketing Engineering
Group May#13-33
Research areaWireless charging
Green energy
RAID battery
Strategic Marketing Engineering
Group May#13-33
Why choose wireless charging
1. An efficient solution for limit energy store capacitor of rechargeable battery
2. An potential big market3. An preferable way for charging our
portable device
Strategic Marketing Engineering
Group May#13-33
Wireless charging
Electromagnetic induction
Magnetic Resonant
Strategic Marketing Engineering
Group May#13-33
Inductive Power TransmissionA transmitter coil L1/A receiver coil L2An alternating current in the transmitter coil
generates a magnetic field which induces a voltage in the receiver coil.
Strategic Marketing Engineering
Group May#13-33
Disadvantage of Inductive power transmission
Low efficientLimit by distanceNeed a big room if we need
transfer lots of energy
Strategic Marketing Engineering
Group May#13-33
Resonant Magnetic CouplingMagnetic coupling occurs when two objects exchange energy through their varying or oscillating magnetic fields. Resonant coupling occurs when the natural frequencies of the two objects are approximately the same.
Strategic Marketing Engineering
Group May#13-33
• High Efficiency Over Distance (inf)• Penetrates and Wraps-Around Obstacles• Safe for people and animals• From milliwatts to kilowatts• Devices that can fit into OEM products
Strategic Marketing Engineering
Group May#13-33
Will not pursue this family:Engineering and scientific challenges:
◦ Longer wireless charging
Time indiv expHuge learning curve
◦ Unmatched group training
Strategic Marketing Engineering
Group May#13-33
And so on……
Strategic Marketing Engineering
Group May#13-33
Research areaWireless charging
Green energy
RAID battery
Strategic Marketing Engineering
Group May#13-33
Battery management on Green Energy
1:Thermal Energy
2:Kinetic Energy
3:Solar Energy
4: Fuel Cell
Strategic Marketing Engineering
Group May#13-33
Solar EnergySolar panels are made from silicon,
which reacts to sunlight. The energy from the sun is enough to disentangle the electrons. Electricity generated from electrons can be used to charge a battery
We can add a battery management product before or after the panels. It would fulfill different functions after the solar energy goes through the panels
Strategic Marketing Engineering
Group May#13-33
Thermal Energy Thermal energy is a part of total
internal energy of a thermodynamic system or sample of matter that results in the system temperature
Strategic Marketing Engineering
Group May#13-33
Kinetic EnergyKERS(Kinetic Energy Recovery
System)KERS is an automotive system for recovering a moving vehicle's kinetic energy under braking. The recovered energy is stored in a reservoir (such as a battery or flywheel) for later use under acceleration.
Strategic Marketing Engineering
Group May#13-33
KERSStrategic Marketing
EngineeringGroup May#13-33
Fuel CellA fuel cell is a device that converts the
chemical energy from a fuel into electricity through a chemical reaction with oxygen or another oxidizing agent. Hydrogen is the most common fuel cells. Fuel cells are different from batteries in that they require a constant source of fuel and oxygen to run, but they can produce electricity continually for as long as these inputs are supplied.
Strategic Marketing Engineering
Group May#13-33
Fuel Cell CarStrategic Marketing
EngineeringGroup May#13-33
Application for Fuel cellFuel cell electric vehicles
(FCEVs). Over 20 FCEVs prototypes and demonstration cars have been released since 2009
We can put TI’s battery management products together with the fuel cell to detect how much battery left, protect the battery and lower the power consumption
Strategic Marketing Engineering
Group May#13-33
In 2010, fuel cell industry revenues exceeded a $750 million market value worldwide. So it’s a pretty attractive opportunity for TI to enter this market
Strategic Marketing Engineering
Group May#13-33
Research areaWireless charging
Green energy
RAID battery
Strategic Marketing Engineering
Group May#13-33
RAID controller battery
What is it?• A back-up battery in RAID controllers• It powers the RAID controller’s write
cache
(HP Battery Backed Write Cache Upgrade
512MB Cache RAID Controller Battery Kit)
Strategic Marketing Engineering
Group May#13-33
RAID controller battery Why do we need it?
• Even though cache boosts storage performance, it introduces risk in the event of power or server failure.
• In the event of a power failure the RAID Card will automatically switch over to the battery back-up and complete any unfinished tasks.
Strategic Marketing Engineering
Group May#13-33
Raid controller battery How does it work?
Once power is restored, the contents of the cache are then written to the disk
That means the optional battery backup maintains the integrity of data in transit to drives in the event of a power interruption or system failure
Strategic Marketing Engineering
Group May#13-33
RAID controller batteryTwo types of RAID controller batteries
NiMHi(Nickel metal hydride):
Require that one runs the battery recondition
task every six months to maintain reliability.
Li-Ion or Lithium Ion:
Automatically reconditioned by the
controller.
Strategic Marketing Engineering
Group May#13-33
Raid controller battery IdeasA management chip which could decide that
the RAID battery needs to charge or discharge
Making this product into a simple function could decrease the risk of destroy hardware parts
Strategic Marketing Engineering
Group May#13-33
Raid controller battery Ideas
• Use to decide more specific information• Add a function in this battery management chip to
let the RAID battery recondition after each discharging.
• Make the RAID battery more accurate and give it a longer lifetime as well.
Strategic Marketing Engineering
Group May#13-33
Raid controller batteryIdeas
• Adding LED to show if customers need to change the RAID battery
• Combining solar energy with RAID battery
Strategic Marketing Engineering
Group May#13-33
Project Schedule
1• Understand TI’s existing battery management products.
2• Understand the technologies and protocols.
3• Considering who or which potential markets can use the
existing products from TI.
4• Find a new battery management architecture which will
have a big market.
5• Presenting/consultation ideas with TI and come up with
a final idea.
6• Try to come out a new product which can be applied into
an existing and developing markets.
Strategic Marketing Engineering
Group May#13-33
Questions?Strategic Marketing
EngineeringGroup May#13-33
Thanks for listening!
Strategic Marketing Engineering
Group May#13-33