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FUJITSU MICROELECTRONICS LIMITED
ASIA E-newsletter
25th Issue Mar - April 2009
Corporate Message | Press Releases | Activities | Special Media Coverage
Corporate Message 4
Amidst the colourful season of spring, Fujitsu Microelectronics has taken on a new look – with successful launch of
industry leading products, active participation in tradeshows, further expansion on university education programs and
awarding of 2008 Top Ten Most Popular Semiconductor Brands in China. Faced with the current worldwide economic
crunch, the achievement encouraged Fujitsu Microelectronics to continue the persistent efforts to serve the Chinese
semiconductor market with better products and services.
In its product development efforts, Fujitsu Microelectronics has launched three new series of high-performance 8-bit
microcontrollers (with 8, 16, and 20 pins) as expansion to its current line-up of low pin count 8-bit microcontrollers
for consumer appliances. Also on the list, is the new graphics controller (MB86298) for digital dashboards and car
navigation, as well as the world's first 1394 Automotive IC for HD video - underscoring the innovative capability of the
company.
On the table of glory, is a new addition of "2009 AutoTronics Innovation Award" presented at AutoTronics Taipei 2009,
for the third consecutive time. Fujitsu Microelectronics is also awarded the "2008 Top Ten Most Popular Semiconductor
Brands in China", by China Electronics News. It is the only Japanese multinational company to have successfully
achieved it for four consecutive years. The two achievements confirmed that Fujitsu Microelectronics has gained the
approval of customers and media in China, and that its efforts in China's semiconductor market have been fruitful.
In addition to participating in AutoTronics Taipei 2009 that showcases its
automotive electronic products, Fujitsu Microelectronics was also present at
CCBN 2009 to introduce the latest digital TV solutions. Further to its commitment
towards higher education support, Fujitsu Microelectronics MB95200 Series
Technology Lecture has stepped into Southwest Jiaotong University's Lab
Open Week while its technology lecture at Beijing University of Aeronautics
and Astronautics is now available on the university's program website at www.
eefocus.com.
Last but not least, the much anticipated "Fujitsu Microelectronics MB95200
Series MCU Competition 2009" has been launched. The MCU competition is an
important activity of the company's university program line-ups.
Senior Director Of Corporation
Strategy & Management Office,
Fujitsu Microelectronics Pacific Asia
Read more of the details in the 25th issue of Fujitsu Microelectronics Limited Asia e-Newsletter
– the second issue of 2009!
4 Fujitsu launches graphics controller for digital dashboards and car navigation
4 Fujitsu expands lineup of low pin count 8-bit microcontrollers for consumer appliances
4 Fujitsu launches world's first 1394 Automotive IC for HD video
4 Activities: Fujitsu Microelectronics technology lecture steps into Lab Open Week of Southwest
Jiaotong University
Fujitsu Microelectronics' new
digital TV products line-up at
CCBN 2009
4 Fujitsu Microelectronics technology lecture opens on university program website at www.eefocus.
com
4 Technical article from International Broadband Network: The Functionality and Performance of
Interactive Television Set-Top Box
Fujitsu Microelectronics wins "Top
Ten Most Popular Semiconductor
Brands in China" award for fourth
consecutive time
About Fujitsu Microelectronics Limited Asia
Collaborating collectively on its distinct strengths and expertise, Fujitsu Microelectronics (Shanghai)
Co Ltd, Fujitsu Microelectronics Asia Pte Ltd and Fujitsu Microelectronics Pacific Asia Ltd
collectively form Fujitsu Microelectronics Limited Asia (FML Asia), to provide a one-stop center
for its semiconductor products to all customers in the Asia-Pacific region. Apart from sales and
marketing of semiconductor products, FML Asia also offers flexible business and system solutions
for the digital AV, automotive, consumer electronics, and mobile and wireless markets, as well as
design and technical support for customers, locally and regionally.
Fujitsu's new automotive
electronic products showcased at
AutoTronics Taipei 2009
With technology resource centers and ASIC design support centers strategically located in
Shanghai, Hong Kong and Chengdu, FML Asia can speedily and competitively meet customers'
stringent design-in requirements on ASSP, MCU and ASIC products. With heavy investments in
design and engineering capabilities and application support resources, complemented by a regional
network of design partners, suppliers and distributors, FML Asia can readily delivers innovative and
value-added solutions and varied range of products to its target markets in the Asia-Pacific region.
About Fujitsu Microelectronics Asia Pte Ltd (FMAL)
Fujitsu Microelectronics Asia Pte Ltd (FMAL) was established in 1986 to provide semiconductor
sales and support solutions to customers in Southeast Asia, India and Oceania. FMAL offers a
diverse array of application-oriented semiconductor products and solutions such as ASIC, ASSPs,
microcontrollers/microprocessors (FR-V), System Memory (FRAM/FCRAM) and System LSIs (DVD
"Fujitsu Microelectronics
MB95200 Series MCU
Competition, 2009" officially
launched
MPEG Source Decoders/MPEG –2 Encoders).
4 HOME 3
Press Releases
4
Fujitsu Launches Graphics Controller for Digital Dashboards and Car Navigation
Singapore, March 10, 2009 - Fujitsu Microelectronics Asia Pte Ltd (FMAL) announced the launch of a new graphics controller Systemon-Chip (SoC) for automotive infotainment systems, such as next-generation car navigation and digital dashboards. The new controller,
the MB86298, offers the highest-class graphics capability for embedded systems, as well as an industry first of providing output to up to
4 displays, and up to 4 video inputs.
Featuring superior input and output functionality, the MB86298 can process 4 inputted video streams while outputting video to 4 displays.
The inputted videos can be modified, synthesized together, and put on 3-D graphics surfaces within a single screen. Subsequently, with
4 cameras mounted on all sides of the automobile (front, back, left, and right), it is possible to freely choose the desired viewpoint and
form for display. In addition, the controller's industry-leading capabilities enable display of 8 layers and inter-layer blends, where each
information stream is processed separately so that users can selectively change the information screen to be displayed, as well as being
able to synthesize the information streams together smoothly and display them.
For more information, please visit:
http://www.fujitsu.com/sg/news/pr/fmal_20090310.html
Fujitsu Expands Lineup of Low Pin Count 8-bit Microcontrollers for Consumer Appliances
Singapore, April 14, 2009 - Fujitsu Microelectronics Asia Pte Ltd (FMAL) today announced three new series to expand its lineup of low
pin count (LPC) microcontrollers, with 8, 16, and 20 pins, in its F2MC-8FX family of high-performance 8-bit microcontrollers. The new
MB95260H series, MB95270H series, and MB95280H series feature embedded dual-operation flash memory and support EEPROM
emulation. This enables a reduction in system cost, as an external EEPROM is not required. The launch of the three new series is
in response to the rapid rise in demand in the Asian market for low pin count microcontrollers for use in home appliances and other
consumer electronics. Samples of the new series will start shipping from April 14, 2009.
For more information, please visit:
http://www.fujitsu.com/sg/news/pr/fmal_20090414.html
Fujitsu Launches World's First 1394 Automotive IC for HD Video
Singapore, April 23, 2009 - Fujitsu Microelectronics Asia Pte Ltd (FMAL) today announced the world's first "1394 Automotive" (IDB1394) controller IC that realizes high-definition (HD) (1,280 dots x 720 lines) video transmission over the IDB-1394 in-vehicle multimedia
network protocol. The new IC, the MB88395, can simultaneously transmit multiple streams around the vehicle, such as HD video from
Blu-Ray DVDs, digital TV, audio and car navigation images. The new IC realizes this by utilizing a high-speed 800Mbps physical layer
as well as Fujitsu's proprietary SmartCODEC that provides high compression and which can transmit HD video without perceptible lag.
This not only brings the rich HD experience to rear-seat entertainment, but reduces the system cost of in-vehicle multimedia networks by
a maximum of 30%, while reducing the number of wire harnesses (cables) by a maximum of 70% to reduce vehicle weight and improve
fuel efficiency. Sample shipment of the new MB88395 will begin from April 22, 2009.
For more information, please visit:
http://www.fujitsu.com/sg/news/pr/fmal_20090423.html
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Activities
4
Fujitsu's New Automotive Electronic Products Showcased at AutoTronics Taipei 2009
Fujitsu Microelectronics Pacific Asia Ltd (Taiwan Branch) participated in AutoTronics Taipei 2009, held at Taipei World Trade Center
Nangang Exhibition Hall from April 14 to 17, 2009. At the exhibition, the company showcased the latest products and technology
based on the theme "Speedy, Vivid, Entertaining – Future of Automotive". Products on exhibit include the new MediaLB MB91F467MA
microcontroller for automotive body control, panel and vehicle infotainment supporting MOST network as well as the MB88F332
Graphics Display Controller for RSE, HUD and CID. Fujitsu Microelectronics' MB91F467MA won the "2009 AutoTronics Innovation
Award", making Fujitsu the winner for three consecutive times.
Visitors in an endless stream at the bright Fujitsu
Chikara Onodera, director of Fujitsu Microelectronics
Microelectronics booth
Pacific Asia Ltd Taiwan Branch, participated in the
award ceremony.
Taiwan office Richard Lee made a presentation at the
MB91F467MA won the 2009 AutoTronics Innovation
new product conference with the award-winning product
Award
MB91F467MA
Fujitsu Microelectronics' New Digital TV Products Grand Show-off at CCBN 2009
Fujitsu Microelectronics took part in CCBN 2009 held at China International Exhibition Centre, Beijing, from March 21 to 23. In this
6th participation at the major electronics event, Fujitsu Microelectronics showcases its latest digital TV products as well as reference
solutions that are popularly used in cable, satellite and Terrestrial Digital TV and mobile TV. Being a player in the digital TV market for
more than 10 years, Fujitsu Microelectronics has provided its customers with many innovative products and unique solutions based
on its expertise in the areas of digital TV chips and applications. This year, Fujitsu Microelectronics put forward its latest and leading
products and solutions in both standard definition and high definition areas. At the China DTV Operation & Management Conference
in Radisson SAS Hotel, Mr Cedric Huang, Marketing Manager of Fujitsu Microelectronics, delivered a speech on the topic of "Next
Generation Cable TV STB".
For more information, please visit:
http://www.fujitsu.com/cn/fmc/en/news/archives/2009/0316.html
Mr Cedric Huang, Marketing Manager of Fujitsu
Brightly branded Fujitsu Microelectronics booth.
Microelectronics, delivering a speech on the topic of
Next Generation Cable TV STB.
WiMAX Forum Congress Asia 2009
Fujitsu Microelectronics attended the WiMAX Forum Congress Asia 2009 held in Suntec Convention Centre Singapore from April 28 to
29. As a silver sponsor of the event, it has put up a display of 2nd Generation Mobile WiMAX devices and Dual Band solutions as well
as commercial products based on Fujitsu WiMAX ICs. Concurrently held was a conference session and the company has participated
in the panel discussion session, "Developing a Successful Portfolio of WiMAX Devices to Meet User Mobile Internet Experience &
Offerings". Representing Fujitsu Microelectronics Asia was Mr Andrew Gan, Marketing Manager of WiMAX Business.
Sales members attending to visitors
A showcase of 2nd Generation Mobile
enquiries on WiMAX at the exhibition
WiMAX devices based on Fujitsu
booth
WiMAX ICs
Mr Andrew Gan, Marketing Manager of Fujitsu Microelectronics
Pacific Asia, participating at a panel session track "Developing
a Successful Portfolio of WiMAX Devices To Meet User Mobile
Internet Experience & Offerings".
Embedded System Seminar 2009
On April 29, Fujitsu Microelectronics participated in the Embedded Systems Seminar 2009 organised by EDN Asia. The event was
held in The Chancery Pavilion, Bangalore. Mr Lou Kai Chee, Field Application Manager of Fujitsu Microelectronics Asia, delivered a
presentation on "Small Yet Highly Functional – Keeping Your System Cost Low with Embedded ICs" at the seminar. The company has
also put up a showcase of cost-effective microcontrollers products with its relevant embedded solutions.
Embedded System Seminar in progress
Mr Lou Kai Chee, Field Application
Seminar delegates visiting Fujitsu
Manager of Fujitsu Microelectronics
Microelectronics booth
Asia, delivering a presentation on
"Small Yet Highly Functional – Keeping
Your System Cost Low with Embedded
ICs"
Fujitsu Microelectronics Wins "Top Ten Most Popular Semiconductor Brands in China" Award for
Four Consecutive Times
Fujitsu Microelectronics (Shanghai) Co., Ltd. has again received the recognition of "Top Ten Most Popular Semiconductor Brands in
China", an award by China Electronics News. This is the fourth time of Fujitsu Microelectronics receiving the honour – the only Japanese
MNC with such achievement, to date.
The "Top Ten Most Popular Semiconductor Brands in China" award started in 2004, and has since been held four times (2004, 2006,
2007 and 2008). It is currently one of the most important and influential awards in China's semiconductor industry. It was established to
recognize companies that have made outstanding contributions not only to the industry itself, but also to society.
Fujitsu Microelectronics wins "2008 Top Ten Most Popular Semiconductor Brands in China" award
"Fujitsu Microelectronics MB95200 Series MCU Competition, 2009" Officially Launched
The "MB95200 Series MCU Competition", sponsored by Fujitsu Microelectronics, has officially kicked off. This is the third MCU
competition held by Fujitsu Microelectronics. The competition is held for the related school students, teachers, engineers and other
associated personnel. The purpose of the competition is to stimulate the innovative passions and to promote MCU technology through
the leading-edge MB95200 Series MCU products and applications. The competition also aims to boost the development of the industry,
while enriching people's lives and increasing the standard of living. Held during an economic turndown when severe challenges confront
the industry, this competition showed Fujitsu's confidence in promoting creativity and development in the industry and also demonstrated
Fujitsu's long-term commitment to the Chinese market.
Fujitsu Microelectronics Technology Lecture Steps into Lab Open Week of Southwest Jiaotong
University
Recently, a group of experienced engineers in Fujitsu Microelectronics (Shanghai) Co., Ltd has stepped into Lab Open Week of
Southwest Jiaotong University and introduced to students the SCM series, together with the key series MB95200. This is an initiative to
support the lab's construction, provide students with an intensive knowledge of Fujitsu Microelectronics' SCM products and applications,
as well as to stimulate their innovative spirits.
Engineers from Fujitsu Microelectronics introducing SCM products to
Southwest Jiaotong University students
Fujitsu Microelectronics Technology Lecture Opens on University Program Website at
www.eefocus.com
Fujitsu Microelectronics' technology lecture at Beijing University of Aeronautics and Astronautics is now available online at the university
program website at www.eefocus.com. The objective of this web lecture is to help more students gain in-depth knowledge of the
company's latest products and technology through online teaching.
Fujitsu Microelectronics Technology Lecture Opens on
Beijing University of Aeronautics and Astronautics Website at www.eefocus.com
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Special Media Coverage
4
8Media Interview
Electronics Supply & Manufacturing China, February 2009
Sui Jun, Senior Marketing Manager of Fujitsu Microelectronics (Shanghai) Co. Ltd, was interviewed by Electronics Supply &
Manufacturing China. He discussed the development of digital TV chip technology.
English version:
Hub of Home Entertainment Market; Digital TV Industry is Prevailing
Although the whole market is being engulfed by an economic recession, there are still several markets that have maintained steady
growth. LCD TV is one of these markets. Statistics from iSuppli indicate that in 2008, the shipment of LCD TVs reached 94 million,
up 19.7 per cent from 2007. One thing worth pointing out is that although consumers' purchasing power has been reduced during the
current financial crisis, they are still willing to pay for LCD TVs.
Digital-to-analog signal conversion warms up digital TV market
The hot sale of digital TVs in 2008 is benefiting chip manufacturers. We cannot neglect the role that North American and Europe markets
played in driving the digital TV market. According to Mr Tao Yu, Digital Consumer Products Marketing Director of NEC Greater China, the
company's digital TV-related chips shipment greatly increased in 2008, ranked top one in Europe's digital TV market in terms of market
share. The US government planned to shut off all analog TVs this year, but in Europe, only Finland, France, Ireland and Britain are
transitioning to digital TV, while other countries will provide program sources for both digital TV and analog TV within five years. China
has also invested RMB2.5 billion as special fund to construct ground digital TV system and plans to make it cover the whole nation in
three to five years. According to the government's plan, China is expected to be able to realize the popularization of digital TV in 2010
and will stop programs based on analog signals in 2015.
It is inevitable for the television industry to transit from analog to digital, which will generate consumption demand of up to several
hundred million dollars. As the whole world makes a timetable to transit to digital, mergers and acquisitions also emerge in the industry.
Companies trying to do something in this industry have started to draft product line and are developing blueprint for digital TVs.
Wash away the weak, keep the strong; M&A will accelerate
Mergers and acquisitions (M&A) is a fast way to acquire critical technologies. There are many examples in the history which indicated
that companies that acquire new technologies through acquisition can realize faster growth. For example, one third of Cisco's
technologies are gained through acquisitions of other companies.
With the coming of digital TV era, high definition video image is becoming the hotspot in the industry. To convert standard definition
image to high definition image needs to use image scaling technology. ST acquired Genesis because of the latter's scaling technology.
According to Rodrigo Cordero, Senior Manager of ST Greater China Home Entertainment DTV Product Department, technologies
from Genesis strengthen ST's capability in image processing and also consolidate ST's leading position in digital TV market. With the
transition, digital TV market also becomes hot. At the same time, when the market becomes more matured, it will need to reduce and
proportion cost through scaled production. It is worth mentioning that the design cost of the digital TV chip is in direct ratio with its
complexity. As a result, acquiring companies that have the technologies you are not strong in or which you don't have is one of the ways
to improve competency and to enlarge market share.
ST's acquisition of Genesis started the M&A war in the market, followed by Broadcom's acquisition of AMD's digital TV business at
US$140 million in October 2008. NXP did not want to lag behind for it bought Conexant's STB business which ranked third in 2007's
STB market. As a result these three companies became three giants in the market.
"M&A hasn't stopped," said Cordero who thinks the number of digital TV chip manufacturers will be reduced and solutions will be
optimized. "Financial crisis brings a very good restructuring opportunity to the whole industry, accelerating mergers within the digital TV
market."
"Only companies that can master complete technologies can survive the digital audio and video market," said Sui Jun, Senior Marketing
Manager of Fujitsu Microelectronics, who thinks the comprehensiveness of technology is very critical for one to win in the digital TV
market. "With the development of the technology, STB, networking capabilities and even some communications functions will be
included in digital TV." In a digital home networking, digital TV plays as display medium, a core position in a digital home. Sui believes
that if a company can grab the technology of digital TV chips, it means that it has held the critical part of the future home entertainment
market. This is also why there are so many mergers and acquisitions in the market. Currently, Fujitsu hasn't formally launched digital
TV-related products, but we can see that despite the economic recession, digital TV market will be one of the few markets that will still
maintain growth. In 2009, Fujitsu plans to introduce the first generation digital TV chip, entering the competition war.
Multi-role intensifies digital TV's core position in entertainment
TV manufacturers hope that digital TV can play multi-roles, surpassing home PC and establishing its core position in the future home
entertainment market. The rich audio and video contents available from the Internet were once the main shortcoming of televisions. But
now, televisions are no longer closed devices for receiving broadcasting signals. The evolution of interface technology had expanded the
openness of TV and can realize the dream of playing Internet contents on the TV.
The explosive increase of consumer electronics has diversified the range of media that can bear the load of audio/video contents.
From cell phones, PSPs, MP3s to digital cameras, there are different channels that can deliver audio and video contents. Steve Tirado,
President and CEO of Silicon Image noticed that as high resolution Internet video content has increased, notebook computers with
HDMI interfaces are emerging so that contents can be transmitted to TV. While another regulation named MHL for mobile products and
digital TV is also on the way. MHL supports audio/video contents transfer from cell phones and digital cameras to televisions, connecting
all consumer electronic products, realizing the networking of home audio and video products.
In addition to transmission standard, image processing chip-related manufacturers also see the importance of network contents to
digital TV, and has introduced related products. In early 2008, NXP launched its first single-chip LCD TV solution T543 which integrates
MPEG4/H.26 CODEC and can receive and decode MPEG4/H.26 standard definition as well as high definition contents. Users can use
one display device to show all of the network and digital video content. Broadcom also announced that it would showcase its brand new
super revolution technology for digital TVs at CES 2009. This technology can convert low resolution video from Internet and standard
DVD to high resolution video, realizing the best effect for large displays. According to Broadcom, the showcase of this technology means
that video developed in low resolution and standard definition can be displayed in full HD.
"How to support as many broadcasting forms (satellite/wireline/ground) and video formats (MPEG2/MPEG4/H.26?/VC-1/AVS) as
possible at the lowest cost will become the next hot topic of digital TV chip," summarized Sui.
Single chip not equal to Catholicon
While digital TV chips are developing to become multifunctional, the integration is also increasing. Image processing circuit like video
decode, 3D comb filter and de-interlacing are integrated to one single chip, even peripheral equipment such as USB 2.0, HDMI, and so
on. EMMA3TL from NEC is a multi-format decode single chip solution. It supports high decode MPEG2/H.26 and Full-HD display output,
as well as integrates a dual CPU core with 1000MPIS, networking control, USB 2.0 main control and HDMI, which can help greatly save
external components and increases the functions in a device.
In addition, ST will unveil a single chip digital TV solution, FREEMAN, in 2009. The product combines ST and the former Genesis'
distillate. Cordero didn't say much about the details of FREEMAN. He only praised its flexibility.
Though single chip is a good choice for realizing low cost and multiple functions with high integration, but the issues of heat dissipation
and signal noise can mar image quality. Both Tao Yu and Sui Jun said that bringing in more advanced manufacturing technology and
improving packaging technology can optimize power consumption and heat emission.
Digital TV chip manufacturers may seemed to be chasing the single chip wave but are they are also still focused on separate chip
development because single chip absolutely cannot penetrate all of the digital TV market. TaoYu further analyzed that separate digital
TV solutions will be replaced by integrated solutions in low and middle end-market due to cost factor. But in some parts of the high-end
market, some TV manufacturers will continue using exclusive back-end display processing chips together with front-end video decode
chips to realize ultra high definition image.
Apart from image quality, software design is also a design problem that cannot be solved with single chip. Television is no longer a
platform that receives broadcasting programs. Interconnection performance challenges the intelligence of digital TVs; more open
application layers increase the difficulty of developing software and easy-to-use human-computer interaction interface also test a
designer's wisdom.
Different standards in different countries, FPGA becomes popular
Tao Yu: Rely on the popularization of digital TV in the global market, NEC is positive towards 2009's digital TV
market
The diversification of TV transmission standards in different countries is holding back single chip integration. The cost of customizing
single chip based on error correction and balancing technologies as well as modulation scheme defines the limitation of digital TV
single chip market. The diversification, frequent changes of standards and relative technologies give flexible FPGA a very good position.
According to Tim Schnettler, Lattice Design Tools Marketing Director, FPGA will realize an over 100 per cent growth in digital TV market
in four years, reaching US$200 million in 2012. It means that more designs are choosing to use FPGA to develop digital TV systems.
The features of FPGA can quickly adapt to the ever-changing digital TV market and to establish a platform that can meet the changing
standards in a short time. Schnettler points out that display technology, broadcasting standards and format, output/input, storage
devices are changing all the time, and even local laws and regulations will impact the system design solutions. FPGA will be able to help
engineers realize flexible designs in order to cater to the complexity and uncertainty of the digital TV market.
Lattice's main solution in display market is LatticeXP2 family. This product family provides conventional advantages like non-volatile
FPGA instantaneous activation and design security, and also develops specific functions for the digital TV and display market. XP2 can
use internal high performance 7:1 LVDS interface to transmit display data. Ecosystems that can support XP2 Lattice include color space
conversion IP and Demo board with advanced interfaces for system evaluation and development.
FPGA can handle large amount of parallel data and provide upgradeable computing power, which is the short board of single chip. It
does not matter who leads the digital TV market, whether it is the single chip, FPGA or discrete solutions because the market's hot
topic will always be new functions and never-low-enough cost. Just like what Cordero said, "Market doesn't mind whether the chip uses
integration or discrete solutions, they only care about the pricing and functions."
China Electronic News, March 10, 2009
Mr Sunny Chan, Senior Director of Corporation Strategy & Management Office, Fujitsu Microelectronics Pacific Asia was interviewed by
China Electronic News. He introduces the company's strategy and development in China.
English version:
Editor's Note: When the winners of the 2008 Top Ten Most Popular Semiconductor Brands in China, hosted by China Electronic News,
were announced, the reporters interviewed the senior executives of the brands who won awards on the issues such as how to address
the international financial crisis; hot issues of the semiconductor market and technology, as well as brand-shaping strategy in the China
market. Here, China Electronic News presents to its readers the key excerpts from their viewpoints.
Infinite Business Opportunity in China's 3G Digital TV Market – which is Where Semiconductor Giants Are
Actively Focusing Their Efforts
Adjust Strategy and Strengthen R&D to Address the Economic Crisis Together With Customers
Sunny Chan: Fujitsu Microelectronics has made all arrangements for resources relocation and reduced the production lines so as to
face the current economic crisis. These are the measures also taken by the headquarters to improve production efficiency and resource
utilization so as to address the problem of falling international orders. The strategy has been carried out in Asia-Pacific region including
China. We have relocated the current resources and focused on several major production lines such as digital audio/video and system
microcontroller.
With regards to employees, we stick to the Elite System, that is, try our best to keep the talents of our company and the belief that the
most powerful guarantee to address the economic downtown depends on the wisdom of talents and the power of team. In terms of our
spending, we aim to increase income and reduce expenditure and re-examine the costs of various businesses, seeking more ways
to reduce expenditure, such as reducing large-scale business travel, using IT as a means to strengthen internal communication, and
developing office energy-saving activities in combination with our concept of environmental protection.
Customize Solutions for Chinese Customers
Sunny Chan: As early as 2003, Fujitsu has established itself in the great China market and focused its efforts on several markets in
China such as the communication and consumer products markets. We have accumulated advantages in wireless products for portable
communication equipment such as WiMAX, powerful image processing chip and power management chip with low power and high
performance.
Many of the technologies as mentioned above are designed for China market. For example, in the sector of microcontroller – to meet
the requirements of home appliances and other consumer electronics market in China, Fujitsu has turned its focus from developing
middle- and high-end products to low pin count microcontrollers to help Chinese engineers apply our products with simple structure, high
performance and low cost into various basic consumer products more conveniently and economically.
In the sector of automotive electronic information and entertainment system, Fujitsu has a wide range of characteristic product lines.
Our MCU has integrated LIN (Local Interconnect Network), CAN (Controller Area Network) and FlexRay bus and our image processing
products have integrated 2D/3D graphic engine and MediaLB. We also provide standard IDB-1394 controller, FlexRay controller and
OSDC character overlapping controller.
In the digital audio/video sector, Fujitsu is adept in image processing and CODEC chip. For example, in terms of STB, our products
support applications in satellite TV, cable TV, terrestrial broadcasting and IPTV. We launched exclusively among the major manufacturers
the low-power, small-package chips with the new 90nm process and the size of 9mm×9mm, which have received a warm welcome from
Chinese customers.
In the area of production technology, Fujitsu first realized the mass production of 90nm products as early as 2003, and has been taking
the lead in the industry. Next, we realized the mass production of 65nm products in 2007 and that of 65nm and 90nm RF CMOS in 2008.
With advanced process of high performance and low power consumption, our products can meet the requirements of products from
different sectors. In addition, the rich simulated IP library, high cost-effective CPU core and powerful back-end design ability are enabling
us to provide Chinese customers with one-stop flexible wafer foundry solutions.
Think Highly of 3G Digital TV Application
Sunny Chan: As the global financial crisis has led to the low requirements at the macro level, the Chinese government has taken
several measures to expand domestic demand and many of them are related to infrastructure, in which our products can be applied,
such as microcontroller, special chip and wireless communication products for communication equipment and base station and some
products for automobile, home appliance and digital audio/video. Therefore, we can find business opportunities in the new measures.
China Electronic News, March 19, 2009
Bu Yangchun, product manager of Fujitsu Microelectronics (Shanghai) Co. Ltd, was interviewed by China Electronic News. He discussed
the development of digital TV market.
English version:
Bu Yangchun, product manager of Fujitsu Microelectronics (Shanghai)
More and more customers will be attracted by Java-based games, Karaoke, TV banking and TV shopping. According to foreign
experiences, the combination of chips and mainstream middleware has played an important role.
On-chip Java Virtual Machine is The Trend
Fujitsu Microelectronics believes that high-definition and interaction are the trends for the development of digital TV. As a main set-top
box chip provider, we provide not only two-way protocol stack and drivers based on our hardware, but also help customers to build up
the software platform for interaction. For instance, in order to facilitate the applications of interactive games, we embedded the Java
Virtual Machine on the chip platform and passed the Sun's TCK certification. Up to now, it is the one and only of this kind in the current
market.
As a chip provider, we provide complete and multiple software selections for customer solutions to meet the different applications.
In addition, drawing from the experience abroad, we have established a strategic partnership with the leading Chinese middleware
manufacturers to help customers add new applications.
As for multifunctional devices, we've been continuously pushing forward the multifunctional standard/high definition solutions for the
cable, terrestrial, satellite broadcasting market since last year. At present, the multifunctional devices are mainly shipped to Europe and
North America, but it's just a beginning in China. We believe China's domestic market will take more and more market share over time
and the high-definition multifunctional devices will account for a large proportion.
China is a very important market in which Fujitsu Microelectronics attaches great importance and keeps a close watch on the
development of standards in China's terrestrial digital television, satellite broadcast and AVS. We also made technical reserves and
product plans accordingly. When the time comes, we will work with customers to put forward the solutions which are Chinese standard
compliant.
Chip Giants Focus on the Area of Digital TV Two-Way Interaction Technology (Seven technologies)
Chip makers keep a close watch on the television network operators who play a leading role in the industry and occupy the top level of
the set-top box industrial chain.
One of the Chinese television network operators said," A few years ago, the industry was involved in the digitizing analog TV. In
recent years, the industry has been involved in digitizing two-way interactions. In the coming years, the industry will enlarge the scale
of its interactive business." The words above revealed the current core work of the operators; it also tells the chip makers what their
technology selling point is. Therefore, at the CCBN exhibition, the chip makers put forward two-way interaction together with seven
technologies update:
First, the integration of various interfaces – this is the basic condition for the common use of the chip and Ethernet, USB, cable modem
as the suitable interfaces for Chinese market. However, up to now, there are only a few chip makers who integrate these interfaces onto
a single chip.
Second, the processing speeds of the chips. To deal with a variety of interactive business, the processing power of the set-top box chip
is becoming increasingly important. At present, the processing speed of high-definition set-top box is up to 800MIPS to 1,000MIPS.
Third, the operating systems switch to Linux. Previously, many chip makers developed their own embedded operating systems, but
these are relatively weak in supporting interactive business. Therefore, some chip makers are switching to the Linux platform.
Fourth, chip makers are more clearly defining the limit between the underlying chip platform driver and the upper application software,
so as to make an easy access for newly added applications.
Fifth, the support forJava technology. Because online games are being considered as a promising business, some enterprises
transferred the Java virtual machine into the chip platform. Of course, if we can solve the complex business problems, it will give our
customers more convenience in the development of their business
Sixth, the support of interoperability standards. Supporting a variety of interoperability standards which are similar to DLNA is under
consideration by all the chip makers.
Seventh, the support of a wide range of decoding formats, so as to support different sources from different channels
According to the above mentioned seven technologies, it seems that there's no one who can meet all the demands, so, there is still a
long way ahead.
Tech.163.com, March 24, 2009
Cedric Huang, Marketing Manager of Fujitsu Microelectronics (Shanghai) Co. Ltd, was interviewed by tech.163.com. He discussed the
development of STB market.
English version:
Huang Zili: Two-Way System is the Key in Making Set-Top Box Industry for Gaining Profit
21/03/2009 15:31:24 Source: Netease technology report
Video: Interview with HUANG ZILI from Fujitsu Microelectronics
(More information about the video interview)
21 March, Netease Tech News, --- Huan Zili, the marketing director of Fujitsu Microelectronics (Shanghai), accepted an exclusive
interview from Netease technology. During the interview, Huang expressed it is necessary to make the set-top box system profitable,
if you want to make money from the set-top box industrial chain, whereas, the two-way interactive system is the basic for value-added
services.
Mr. Huang believes that in order to achieve a two-way interactive system, the performance of the hardware needs to be qualified to meet
the requirements of the value-added services, plus the expandable general-purpose application software together with stability and
reliability.
Fujitsu provides the chips in this area. Mr. Huang said Fujitsu is ready to help the other manufacturers to benefit from the industry. (Wang
Jiecong)
The above photo is Huang Zili, Marketing Director of Fujitsu Microelectronics (Shanghai)
(More photos for the event)
The Interview is as Follow:
Host: Hello, everyone, I'm Lu Hongmei from internet Broadcasting Corporation. Today, we are very happy to have Mr. Huang Zili here
and he's the marketing director of Fujitsu Microelectronics (Shanghai).
Host: Mr. Huang, as far as I know, Fujitsu is engaged in providing chip solutions, and taking a leading position in the industry whose
business covers the area of Asia. What is your market share in China? And how's the development of Fujitsu in Chinese market?
HUANG ZILI: Thank you for Netease and internet Broadcasting Corporation. I'm in charge of Chinese market and the whole Asia
business. Our business in China takes a major part in Asia. At present, the volume of our chips used by China's cable digital television is
ranked as second, and we are very pleased to note that many customers use our products.
Host: Nowadays, the social welfare service takes a big part in radio and television industry. As a chip manufacture, stationed in the
forefront of the industry, how the operators can make money in your opinion? This is the issue that operators care. Could you give some
comments and advice on it?
HUANG ZILI: This is a very good question, and also a very interesting one. As we all know, in the past, most of the radio and television
operators are backed up by the government and the government did the investment in social welfare service. But after transferring
for original TV signal to the digital signal, the government plans to extend the coverage of the social welfare services. Apart from
government investments, a big part of investment is coming from the operators, so they are most concerned about how to make the settop box industry a profitable one. From the point of industry chain analysis, the broadcasting system need to be upgraded, the system is
must to be operated which should be two-way interactive. Therefore, a lot of work can be done in value-added services.
Host: What do you think problems that hinder the development?
HUANG ZILI: We couldn't say there are problems as we are just starting. To a certain segment of the industrial chain, we are willing to
help the industry to be profitable. Just as I said, there are technical requirements from the front end of the industrial chain to the very
end-users. It should be two-way system in order to make money, and the set-top boxes play a vital role in this. We know very well about
the applications of set-top boxes, since we are set-top box chip makers.
HUANG ZILI: As we all know, set-top boxes are the key devices that link digital TV and customers. So the performance of set-top boxes
is essential in making money. What performances are needed in order to make money? I would like to say something about it:
HUANG ZILI: First, the hardware should be able to support two-way system. If it only supports the one-way system, it is the same as
the original application mode: program transmission and social welfare services. If it is two-way system, it can do a lot of value-added
services, and the value-added services are money making services. In order to better the value-added services, I think the following
should be taken into considerations: First, the hardware selection, choose the advanced technology, for instance, the rich interfaces
such as Ethernet interface, USB interface, and maybe hardware interface such as video recorder.
HUANG ZILI: Second is the software election. It is better to choose general purpose application software with easy access to add other
applications. Many set-top boxes nowadays support JAVA function. It is easy to work with the value-added services.
HUANG ZILI: Third is the stability and reliability. If your set-top boxes always go wrong, no body will pay for it..
HUANG ZILI: In this case, the choice of set-top box providers and chip makers appears to be important. I'd like to give a few tips on
provider choice: First, the provider should have a long-term stable operation. For example, our chips have been used in the Chinese
market for a decade, and we have a very good word of mouth. Our products are stable and reliable and support a lot of applications with
rich interfaces, one USB interface can support two, rarely seen in set-top boxes. Second, our product support JAVA virtual machine, with
this function, the users will be able to surf the internet and play interactive networking games just like using PC, it is also basically in line
with the standards abroad.
HUANG ZILI: The last but not least, the provider should be able to provide with product series in continuity. In order to have a
sustainable development the long-term plans are absolutely needed.
Host: Just now Mr. Huang gave us some very good advices. I have a last question, could you say some thing about the industrial chain
services as the transferring is already starting?
HUANG ZILI: OK, We were among the first international companies to enter the China Digital TV market, we can provide good supports
in the digital TV industry chain, including, front-end digital TV dedicated chips, chips used for transmission, and complete solutions for
set-top boxes, these are based on our products. As for R&D, we set up a chip design center and application center in Shanghai, which
can provide very good services in Chinese market. For customer services, we provide best technical services for both manufacturers
and operators, such as, overall solutions, product designs, functional requirements, as well as product update. We also hold regular
seminars to do some training and update the knowledge of the customers.
Electronic Design-China, March 2009
Jiezao Ding, product manager of Fujitsu Microelectronics, had an interview with the journalist from Electronic Design-China, and
introduced the advantages of in-vehicle infotainment solutions from Fujitsu Microelectronics.
English version:
Why Does Top 3 Select In-vehicle Infotainment Solutions from Fujitsu Microelectronics?
By Jiezao Ding
Product Manager
Fujitsu Microelectronics
First of all, Fujitsu Microelectronics provides various rich-featured products in the field of in-vehicle information processing and
entertainment system. Microcontrollers (MCU) integrate LIN, CAN and FlexRay buses, while graphic display controllers (GDC) combine
2D/3D graphic engine and MediaLB. We also offer standard IDB-1394 controllers, FlexRay controllers and OSDC character-overlay
controllers.
Secondly, each GDC product features unique functions and allows Chinese customers to develop differentiated automotive applications
based on market requirements. For example, Lime integrates double digital displays and is suitable for front and rear seat entertainment
systems, while Jade combines 2D/3D functions and can be used to develop DVD/GPS navigation system, digital virtual instruments and
various in-car central information display systems for automotives.
Fujitsu's DGC products also include dedicated graphic engine units and fully support many operating systems, such as μITRON, QNX
and WinCE.
ID Number: Inputting the ID number of this article to www.ed-china.com will allow you to read full text and related articles:
20090304
Electronic Engineering Times-China, April 2009
Sui Jun, senior marketing manager of Fujitsu Microelectronics, was interviewed by Electronic Engineering Times-China. He discussed
the development trend of multimedia family entertainment.
English version:
Development Trend of Next Generation Home Entertainment Multimedia
Quintessence of Website
Design More Excellent High Definition Multimedia with Video Pre-/Post-processing
At present, consumer video applications are experiencing explosive growth, which is driven by digital video compression technology
which can provide vivid images and allow customers to adjust the picture according to different display devices. The popularization of
digital video technology makes drowsy television market prosperous again, and consequently video products also become hot products
in consumer electronics market. How to use video enhancement technology to differentiate your products becomes extremely important.
http://www.eetchina.com/ART_8800557288_617685_TA_bc0b0505.HTM
At present, many video products are transforming towards high definition (HD) videos, such as high definition TV set, cable TV settop-box, satellite TV set-top-box, blue light player, personal computer (high definition internet streaming video), game console, video
camera, digital still camera with high definition video recording function, and mobile phones with high definition camera and video playing
functions. Since high definition and other multimedia functions are quickly adopted by next generation home entertainment and portable
equipments, many semiconductor companies are continuously driving the development of home entertainment platform to create the
condition for more functions and higher connectivity. In the following text, Yujing Wei (Senior Industry Strategy Development Manger of
Broadcom Corporation), Jun Sui (Senior Manager of Marketing Department of Fujitsu Microelectronics Co., Ltd.), Yong S. Choi (Senior
Marketing and Business Development Director of Home Entertainment Department of NXP Semiconductors) and Chuanghou Xu (Product
Manager of ITE Tech. Inc.) will discuss the development trend of home entertainment multimedia from different aspects.
Yujing Wei: Home entertainment devices began to transform towards full high definition (Full HD) long time ago, and high definition
video is gradually finding its way to portable consumer field. The support of 1080p full high definition is the long-term trend in portable
devices. However, due to cost, size and power consumption, it is predicted that many products will support 720p high definition first.
TV set manufacturers takes the upper hand in the transformation towards full high definition. Due to lack of unified CA interface like
OpenCable/TrueTwoWay used in the US, the capability of integrating digital conversion function into high definition TV set is limited. In
addition, content providers and set-top-box manufacturers are facing many challenges, such as high cost of high definition program,
high development cost of receiving devices/terminals and compliance with the requirements of high definition content protection.
As for home entertainment products, the biggest challenge lies in integrating appropriate function combination into specific solution,
working out a reasonable development plan, and accelerating the time-to-market. Therefore, to meet video processing requirements
of home entertainment products, the following several components are necessary: video decoder incorporating high quality scaler and
motion compensation processor, and state-of-art transmission and IP processing engine. Interconnection seems like a critical function
too, and digital recording is almost necessary. Furthermore, high speed 2D/3D graphic is also needed to enhance the appeal for user
interface.
Yujing Wei, Broadcom Corporation
Jun Sui: High definition is one of the hottest trends in digital audio/video field. In television broadcast, optical disk industry and home
video game consoles field, high definition products are continuously released. As the State Administration of Radio, Film and Television
is transferring its working focus towards high definition broadcasting, the demand for high definition set-top-box also increases.
Meanwhile, more and more TV set manufacturers will consider introducing integrated machines for receiving terrestrial and satellite high
definition radio. Although blue light DVD has dominated the market abroad, its high cost and limited source restrain its popularization in
Chinese market. Due to the prevalence of P2P technology, Chinese consumers will use hard disk player rather than blue light DVD to
play internet videos. For this reason, many television manufactures have begun to directly build similar functions in TV set. Currently, the
biggest challenge Chinese high definition market is facing is standard uncertainty. There are several video coding technologies (such as
MPEG2, H.264 and AVS), many audio coding technologies and even more encryption systems. Since national standards related to high
definition haven't been set up, manufactures can only wait and see what will happen, or integrate all technologies they can imagine into
the products, making the cost extremely high and the product unaffordable to consumers.
Steven Sui, Fujitsu Microelectronics (shanghai) Co., Ltd.
Yong S. Choi: Standardization organization in China pays little attention to global concern – standardization of forms. In addition,
television manufacturing companies are very sensitive to cost and consequently are not willing to accept the cost of ownership of
proprietary compression/decompression tools (such as MPEG). For these reasons, although DMB-T standard doesn't specify the type
of the encoder/decoder, AVS will play a very important role in domestic digital television market. At present, the challenge which high
definition television are facing in the field of motion estimation and motion compensation lies in how to increase the frame rate to 100
or 120 frames per second, while processing the image whose pixel per frame is 5 times higher than standard definition image. Most
of digital formats don't use the whole color range. Therefore, to reproduce vivid image, blue-sky enhancement, skin color correction,
green color enhancement and other technologies should be used to perform intelligent color mapping and processing to part of the
image. Standard television format can't realize the image resolution and sharpness of high definition television, so image resolution and
sharpness should be increased simultaneously. This kind of processing is not only performed to every frame, but also operates at the
resolution of [email protected]
Chuanghou Xu: Flat panel television will still move towards large size, full high definition, wide color gamut, 10 bits and high contrast,
and dynamic prediction/compensation will be gradually accepted. Blue light DVD plays the leading role in higher definition. To realize
the high throughput of high definition content between television and player, new standards for high speed interface are continually put
forward. HDMI becomes the main transmission interface and supports the transmission of high capacity, full high definition and wide
color gamut content, while DisplayPort and other standards are also developing quickly to take a share. Many prototyping machines
for wireless transmission interface standards which attach much importance to lossless transmission have shown up in many electric
multimedia exhibitions, and are trying to drive the demand for the commercialization through its wireless transmission advantages. At
present, the biggest challenge which Chinese manufacturers are facing is to make consumers and customers buy the products through
design differentiation.
Chuanghou Xu, ITE Tech. Inc.
High Definition Interface Camp Avoids Discussing Complementary Competition
In the field of high speed interface for home entertainment system, HDMI seems the general course of development, but DisplayPort
(DP) is also developing quickly and intends to take a share. As new generation of digital multimedia interface standards, HDMI and DP
are also involved in the competition of home entertainment multimedia interfaces. We often mention the two interface standards and the
fight for home entertainment center between television and PC in the same breath. Under fierce market competition environment, where
will HDMI and DP head for? Although Shoujun Wang (general manager of Greater China of Silicon Image Corporation) and Qian Liang
(marketing manager of Analogix Semiconductor) think highly of the standards they support, they both believe that HDMI and DP will
interpenetrate in 2009.
Shoujun Wang: HDMI technology is adopted by over 850 worldwide consumer electronics and PC manufactures, and will continuously
increase in market share. 5 important improvements have been made to next generation HDMI standard and include Ethernet wire in
HDMI cable, audio back-feed path, increased maximum HDMI connection speed, providing the interface for in-car high definition video,
and defining smaller 19-pin connector. DP has little chance to replace or stand up to HDMI as an equal. HDMI was introduced to the
market 4 years earlier than DP, meaning the competition is over before it starts in consumer electronics field at least. Therefore, DP and
HDMI will possibly become complementary technologies and implement different applications in different marketplaces.
Qian Liang: DP will get its speed in 2009. One point worth mentioning is that both HDMI and DP will be treated as key strategic points in
Chinese market in the next year. In 2009, HDMI and DP will interpenetrate. Dual-mode products will be one point of growth in future. As
one technology which was introduced to the market later, DP takes the downward compatibility at the beginning of product development.
HDMI and DP need professional testing and support, and can't be replaced by chips in several years. Both HDMI and DP are at the
stage of continuous innovation and development, and will take market shares no matter they are integrated or discrete. However,
interface technologies themselves have the risk of being integrated, only that this risk is low in the next few years.
8Technical Article
International Broadband Network, February 2009
The Functionality and Performance of Interactive Television Set-Top Box
English version:
1 Foreword
Overall, the conversion of China's digital TV has been carrying on for five to six years already. By end-2008, the number of digital
TV users has reached 45 million throughout the country. At present, about 20 per cent of those users who have completed digital TV
installation are using two-way set-top boxes. Companies operating the digital TV networks are considering how to regain their heavy
investment in both cost and manpower resources through the installation of set-top boxes.
Are there some technical problems in the previous two-way interactive set-top box applications, and how the on-going interactive
application will suit the set-box technique will become the hot topics for the set-box application in the next stage.
2 The applications of the existing two-way digital TV set-top box
The overall number of users of digital television in China has reached 45 million by the end of 2008. The conversion rate of cable
television subscribers throughout the city is more than 50 percent. The requirements to the set-top boxes have been shifted from
meeting basic needs to complete conversion to a wide range of value-added applications, in particular, the interactive applications.
According to statistics, in the complete conversion boxes, only 20 percent are two-way set-top boxes. The two-way interactive
application is mainly video-on-demand, stock information, game and interactive business information services, etc.
From Figure 1, one can see that the proportion of two-way users is 19% by 2008 and it will reach 31% by 2009.
In terms of content applications, the largest is video-on-demand, followed by stock information, games, business services, information
services and so on.
3 The problems existing in the application of existing digital TV set-top box
In terms of current interactive applications used most, the first is video-on-demand, but from the analysis of the current market situation,
the development is not going so well and even some operation companies in some places call it the impairment business rather than
value-added services. Certainly, there are many policy factors which is not the area we need to discuss. However, if we analyze it from
the technical aspect, it is hard for two-way video-on-demand set-top boxes to develop other business apart from video-on-demand.
Actually, this is the reason why many companies want to do the value-added business of video-on-demand.
Figure 2 is a proportion chart on the application of two-way digital cable TV.
From of the technical point of view, the basic configuration of the current two-way set-top boxes is the 8MB Flash and 32MB or 64MB
memory; set-top boxes need to run the EPG, data broadcasting, CA, browser, VOD software and other middleware required. However,
some middleware occupy memory during the run-time while it doesn't release the memory when it stops running which will give rise to
barriers for other middleware to run. Of course, these problems can be solved through technology development or by increasing the
memory capacity, but in the current tender, the price of the set-top box is getting lower and lower, and the manufacturers for set-top
boxes do not want to make more investment due to cost reason.
Now we there are more new applications such as credit card terminal, the interactive game in set-top box, PVR recorders and set-top
box IP phone. For example, mobile TV set-top box applications that we have expected before; the USB port using set-top box and we
just need to plug the phone into the set-box for charging, so the cost for a charger is saved. At the same time you can also download the
contents customized by the cable operators into your cell phone, which will be helpful when we are spending a long time taking a bus or
subway. If you customize some targeted contents, you can also study English or pick up other knowledge useful to your work, while the
operators can get some revenue from such applications. Furthermore, if the USB port is OTG2.0 that can realize two-way main and sub
machine applications, you can record the required program contents into a hard disc, and it also can be sent to your cell phone. If we
make a further assumption that all the operators for digital TV is connected, we can develop the roaming business, so wherever you are
while on you're a business trip, you can get your customized contents as long as you can connect to a set-box in your location. However,
currently there are few set-top boxes or set-top box chips that can support USB2.0, so the OTG2.0 is even fewer.
In addition, there is a tendency for some business operators to give their business to a middleman manufacturer to run and control.
However, there will be several negative effects in technology: first, the technical support, which means that the future operator carrying
out new business and technological development will also be carried out through a third party. In view of technology applications and
continuous software upgrades, operators can easily be about a particular vendor, which is not complied open trend of application
technique internationally. The other is the restriction. As a unified software may possibly limit the access to a number of other software,
so it will lead to a number of carriers to the application of new technologies; the last, it is easy to be bonded by the chip manufacturers,
because the middle platform will be targeted to bind to certain chips, which will result in the increasing of system costs, such as the
binding of the chip manufacturers. For example it may result in high prices, application performance degradation, or the performance the
bonded chips is not suit for the current application.
At present, many set-top box manufacturers have introduced Java applications as Java is convenient both for the personalized set-top
boxes and open applications, but the current chips and Java applications have the problems of Java standards and technology patents
4 The interactive application of set-top box need technical support
Applications can be imagined, but the basis of developing an application is so much more: we need suitable hardware, suitable software
and suitable technical services and to sum up, the application needs technical support. Only with suitable technical support can the
image of the relevant application be realized. So then, how do you solve the above mentioned problems in the interactive set-top box?
In terms of the current interactive application scenario, we can see that the application that can obtain more technical support and can
bring the revenue is all relative with USB port such as the above mentioned USB port application. A few years ago, there have been
chips using the USB2.0 OTG technology. Currently, there is also the set-top box connected with POS through the USB port on the
market. These set-top boxes can help the user to use band card at home. The application of USB2.0TG technique can easily realized
the above mentioned PVR, and user's set-top box can be easily connected to the hard disc to from a PVR recorder, and also it can
realize the application of mobile TV. From Figure 3 we can see the application of USB, especially OTC is growing rapidly.
Some equipment can be connected with the set-top boxes with a serial port. However, please note that the serial port doesn't support
hot plug, but USB can do it. Therefore, in the specific application of the peripheral equipment, we need to pay attention to the technical
specific of the relevant ports. The standard for USD2.0, 15Mb/s, 48 Mb/s and 480 Mb/s can be supported. During the application, the
speed type that the chip can support should be noted.
More powerful CPU functions allow set-top boxes to support the function of a Java CDC virtual machine. This application is unique
currently in China. The users in Shanghai can play network games and have stock and lottery tickets exchange in a timely manner
through Java. This Java Virtual Machine application has passed the TCK compatibility test from SUN and has paid the relevant patent
and technical fees.
Java has two application standards which are CDC and CLDC. Currently, the standard that some set-top box middleware are using and
supporting is CLDC and it can execute some basic application such as Java game. While the set-top box chip applied for the integrated
CDC standard will make the set-top box complete various functions, for example, Java CDC can have seamless connection with popular
MHP middleware in the future, which is cannot be reached by CPLD. From the official release of the standard MHP middleware in
Europe in 2000, its DVB-J Java requirement is supported by the mainstream middleware internationally. The progress of this technique
make the Chinese market and international market connected more and more closely, so we must understand and support the most
popular international standard, in order to enable our manufacturers and operators have the ability to participate in the international
market competition and the application of the international most advanced things. This has been reflected in our new promulgated settop box middleware national standards
We must understand CDC and CLDC are divided by the following standards in Java configuration:
CLDC:
- Memory less than 512KB
- Limited power supply (Powered by battery)
- Limited or non-persistent network connection
- Simple user interface
- 16-bit or 32-bit processors
CDC:
- The memory of 2MB or above
- With Internet connectivity, typically a wireless network
- All the functionalities of Java virtual machine need to achieved
- 32-bit or 64-bit processor
Figure 4 is a block diagram for the Java platform. CDC-based devices can support all of the Java2 Language Specification and Java
Virtual Machine specification, which is a superset of CLDC and is much larger than CLDC, therefore the procedure based on the CLDC
can be transplanted to the equipment based on the CDC without modification. For the application of TV contents, SUN and other thirdparty companies can offer more convenient off-the-shelf applications, such as the JMF (Java Media Framework), Java TV, and so on.
They can only run under the CDC but not in the CLDC.
5 Some technical issues for the additional applications
From a technical point of view to promote the realization of new applications, it will bring many new add-on application techniques,
such as Cable Modem using USB connections can reduce the cost of set-top box; more application can be realized through the USB
port to convert the reading of SD cards or some abnormity card, but the standardization issue of the interface software should be noted
during the specific application or specific development. Some small manufacturers apply some open source software from networks
to its conversion interface which will probably result in the degrading of the machine performance. If they are used in large scale,
some uncontrollable problem will be appeared. Therefore, we recommend using the IP database from the normal manufactures or the
interface software technology running for a long term when you have a technology development.
China Electronic News, March 24, 2009
Full HD Multi-Decoder LSI Supporting Both MPEG-2 and H.264
English version:
Full HD Multi-standard Decoder LSI Supporting Both MPEG-2 and H.264 MB86H60
----Fujitsu Microelectronics Asia Pte Ltd.
A full HD (1920 dots×1080 lines) multi-standard decoder LSI capable of decoding both MPEG-2 and H.264 video compression
types.
Overview
This product is a system LSI for TVs, set-top boxes, and portable receivers to be distributed in Europe. It not only conforms to the DVB
standard, a digital broadcasting standard adopted in Europe, and is capable of decoding both full HD MPEG-2 and H.264, but also
includes the necessary functions for HD broadcast reception on one chip. The total system construction cost can be reduced because
set vendor customers can use these functions simply by connecting two 16-bit width memories to this product.
New Products MB86H60
Product Features
Table 1 presents the main specifications and Figure 1 the block diagram of this product.
Figure 1 block diagram
Table1 main specifications
8Special Press Report
EDN Asia, April 14, 2009
Fujitsu Expands Lineup of Low Pin Count 8-bit Microcontrollers for Consumer Appliances
Hardware Zone Community, March 10, 2009
Fujitsu Launches Graphics SoC for Digital Dashboards & Car Navigation
indiaprwire.com, April 24, 2009
Fujitsu Launches World's First 1394 Automotive IC for HD Video
China Electronic News, March 10, 2009
The Favorite Semiconductor Brand in China Market 2008
English version:
ADI: Adhere to long-term investment strategy in China
Since its foundation in 1965, ADI (Analog Devices Inc.) has experienced several industry changes and has made brilliant achievements.
Based on more than 40 years of efforts, ADI has become a well-known brand in the world's semiconductor industry.
The business increasing of ADI is most from the USA and Europe several years ago, but now ADI is quickly entering into the market of
South East Asia and China. As the great demand to TD-SCDMA from Chinese market, ADI has gained great achievement in China.
In the 2008 fiscal year, the revenue of ADI reached $2.6 billion. Its end market can be divided into industrial instrument, consumer
electronics, wireless infrastructure, automotive, defense and medical. In 2009 and over the next few years, medical electronics is also
the main area ADI need to focus.
In 2008, ADI has been strengthening its investment in China. In January, ADI and NARI-Relays Electrical Co., Ltd. formally established a
joint laboratory, which is the first time for ADI to cooperate with an industrial enterprise to establish a joint laboratory in China; in March,
ADI Shanghai Power Management Research Center is founded; in December, ADI and Beijing Sifang Automation Co., Ltd. set up a joint
laboratory in Beijing. Therefore, it is very obvious that ADI's strategy for long-term investment in China has not changed.
As a leading manufacturer of high-performance analog integrated circuits, ADI's products are widely used in analog signal and digital
signal processing. As the performance of the data converters and digital signal processors is getting higher and higher and the
functionalities are getting more and more, the proportion of signal processing technology in the market and applications is growing.
Currently, ADI's core analog and DSP technology is widely used in various fields. With the deepening of the digital revolution, the user's
demand for ADI technology is increasing. In the areas such as automotive, digital cameras, flat-panel TVs, cell phones, medical imaging
equipment and industrial automation equipment, chips from make the connections more smoothly, make the images more vividly, make
the voice more clearly and finally make the products more portably. The core analog and digital signal processing technology of ADI has
been used in every area. (Liang Hongbing)
Broadcom: to provide more technical support for customers in China
Despite the semiconductor companies are badly affected by the international financial crisis in the fourth quarter of last year, the
achievement of Broadcom in 2008 is still very attractive. The revenue of Broadcom in 2008 is $4.658 billion, which increases 23%
compared with $3776 million in 2007. The latest data form a market analysis company - IC Insights in March 2009 shows that the
most brilliant company in the world's top 20 semiconductor companies in 2009 is Broadcom. It ranked 17 last year first in 2007 with
an increase from 23 of 2006 and successfully entered the top 20 semiconductor companies, and also it is the second-largest fabless
semiconductor company in the world. Meantime, Broadcom is also a member in the few companies with positive growth last year.
As the world's leading semiconductor company in communication area, Broadcom has the top shares in many areas, such as wireless
LAN, Bluetooth, DSL, Ethernet switches and wireless product portfolio technology. Broadcom has been firmly established its leadership
in the innovation of the cable and wireless communications semiconductor. In addition to the actively introduce the leading innovative
products to meet to meet customer demand, Broadcom also actively promote the company's growth concept as well as operation
concept and its product promotional strategies; introduce the market trends and the new product application area; help the customers
and consumers understand the market orientation and the technology knowledge; eliminate their tension in the application of certain
technique.
Even in the current downturn environment, Broadcom CEO, ScottMcGregor said it would still maintain their development efforts on
the innovative product, and introduce industry-leading portfolio of products and technologies every 60 days. In China, Broadcom has
already started to explore the structure of future products with the key customers and let these customers to make the early testing to
the products from Broadcom as well as provide more technical supports. The cooperation of these different projects makes Broadcom
have more close cooperation with the customers in China. (ZHAO Yanqiu)
Freescale: Get the achievement under the win-win model with Chinese corporations
Freescale changed its business mode in 2008 and successfully reduced the business dependence on its original parent company
– Motorola. Based on the customer, Freescale represents itself with a more flexible approach and actively seek new partners. For
example, its chip has been successfully embedded into BlackBerry product of RIM.
Freescale's investment to Chinese is earlier than the other companies in the semiconductor industry. In 1992, Freescale established
the first assembly and testing factory in China and in 1999 which are belonged to the first American companies to process design and
manufacture of semiconductor in China. There are about 3800 employees in China currently.
In 2008, Freescale continues to strengthen the cooperation with Chinese enterprises to explore win-win mode, and certain achievement
has been got. In April 2008, Freescale and Chery Automobile announced to establish a joint automotive lab aiming to jointly develop
the chip, software and system solution used in the Chery automotive for the market in China and abroad. In early November 2008,
Freescale and EVOC Group which is the largest developing company for the area-specific company enhance the cooperation in
the power network control fields and promote EVOC's latest product series and solutions based on Freescale's core technology.
Furthermore, their cooperation is not only limited to the area of power, but will be extended to more industries in the future. In the prior,
Freescale has already jointly established a micro-electricity lab with South Zhuzhou Electric Microelectronics Co., Ltd. which is a leading
company in the field of rail transportation electrical systems. Their cooperation covers current conversion, control and diagnosis, safety
monitoring, information and communications, power electronics and control and other core technologies.
In the current international financial crisis, the cash flow was regarded as a major standard. Freescale currently owns $1.3 billion cash,
plus the $460 million loaned from bank so the total cash is $1.76 billion, which is sufficient to cover any large-scale investment in its
research and development. (ZHAO Yanqiu)
Fujitsu Microelectronics: Create a brand with high-quality and high reliability
Since 2003, Fujitsu Microelectronics has been focusing on the Chinese market and has been making effort on the layout. Many of its
developing technologies in the micro-controllers area, such as automotive electronics, audio and video are aiming at Chinese market. In
2008, Fujitsu Microelectronics further enhanced its localization strategy in China including expanding local R & D team, enhancing the
cooperation with the local enterprises as well as the cooperation with the universities and research institutes.
Fujitsu Microelectronics strengthened the local technical support team, including the persons in solution areas to meet the increasing
demand of Chinese customers on technical support and services. In a short period of 5 years, the technical team of Fujitsu
Microelectronics already has more than three-fold growth. Fujitsu Microelectronics has also strengthened its cooperation with various
partners of the joint development, and the design centers located in Shanghai, Hong Kong and Chengdu and other places have
introduced a different solution. At the same time, Fujitsu Microelectronics began to recruit the talent on project control in order to
enhance their interaction and cooperation with the customers closely in the whole project and realize one-stop services.
Fujitsu Microelectronics owns the independent laboratory in nearly 10 universities and its cooperative institutions cover the major
provinces and cities throughout the country, "Fujitsu Microelectronics MCU Cup Race" has become a brand and the participating schools
achieved about 200.
Fujitsu Microelectronics is always valuing the brand of the company. Even in the international financial crisis, Fujitsu Microelectronics still
keeps its all long principles and investment in maintaining company's brand. Cost-cutting took place only at the operational level, such
as the adjustment of the size for some promotional activities. However, we still need to take part in the main brand activities, such as IIC
(International IC-China Conference & Exhibition), and CCBN (China International Broadcasting Expo TV information network) and so on.
Fujitsu Microelectronics also entered colleges and universities and research institutes to have a number of seminars. Combined with the
pursuit of technologies and services, Fujitsu Microelectronics will do its best to give the brand unique positioning and discriminating for
the high quality and high reliable brand. (Liu Chao)
MediaTek: The Continuous Innovation Gains more attention
As is well known, based on its innovation with its own mode, MediaTek becomes the leader in the chip market for mobile phone, but
in reality, the success of this company is not only rely on this. This company has a unique business strategy and marketing strategy
and never stopped the pace of innovation. MediaTek is not only actively involved in its own new research and development, but also
strengthen its leading position through the cooperation with some leading brand in the industry.
Under the international financial crisis, MediaTek still has a good overall growth in 2008, and the annual revenue increases 12.5% over
the previous year. The benefit of purchasing the cell phone chip business from ADI appears. Meanwhile, Continuous innovation of the
technology and the improvement of the management capability are also the important drive for MediaTek.
We can see that MediaTek with a great success isn't satisfied with its past achievements, it is always positioning itself as a technologyoriented company and continually strengthen the technical research and development in Shanghai in 2008. MediaTek achieved
greater progress in the 3G field in 2008 and solve the problems of TD-HSDPA (2.8 Mbps) and TD-HSUPA (2.2Mbps) in TD aspect; the
developed WCDMA (Wideband Code Division Multi-transmission technology) program is now verified by the customer; in some new
growth area such as 2G/2.5G dual G and dual card area, the relevant technology from MediaTek also has a leading position.
In addition to the field of mobile phones, MediaTek has also gained achievement in the chip for digital television in 2008, and its digital
TV chip has get certain standard in multimedia functionality, communication features and entertainment functions; in the Blu-ray aspect,
it insist close cooperation with domestic manufacturers combined with export sales strategy, and develop the Blu-ray player jointly,
simultaneously developing domestic demand as well as export markets.
Technological advances make the enhancement of the product both in the maturity and stability and also make the improvement of
the added value of products. In fact, the support to sub customer from MediaTek is still upgraded. It changed its focus from the time to
market to product quality and develop to more specialized and differentiated services. (Feng Jian)
NXP: Innovative products lead the development in the industry
As early as the end of 2007, NXP has already foreseen the shrinking trend of the industry, so NXP has well prepared for the coming
turndown in advance. NXP has determined a clearer focus in the future business: it will maintain the area that is in the top 3 currently; it
will make effort on the area that is able to become the top 3 through investment in technology; also it will abundant some areas that are
disable to make the top 3.
During the industry adjustment and economic shocks, NXP has a transform in advance to adjust the company's business structure and
finally led the development trend of industry combination. For example, NXP purchased the set-box business from Conexant in 2008 to
enhance the competitiveness of its core products. At the same time, NXP has also taken the lead by reducing operating cost and all of
the measures can help NXP to meet this international financial crisis and seek better prospects.
NXP brand has always been established on the providing customers with excellent products and solutions. With the industry experience
over years, NXP is able to accurately grasp the development of the industry trends; gain insight into customer needs and lead the
industry development trough the innovation in order to keep the consolidate brand figure in market. The long-term commitment to the
customers and Chinese of NXP and the strong local technical team is the solid guarantee to maintain its brand influence. During periods
of economic difficulty, NXP emphasis more on efficient investment and ensure the optimum output from the technical research and
development, product line marketing planning to the promotion.
More and more Chinese customers need the technical innovation targeted at the localization of Chinese market to meet the diverse
demands of local customers. For example, the innovation method of NXP in China includes cooperation with Chinese universities and
the establishment the joint R & D R & D center. Each R & D institutions of NXP in China are playing a very important role, which includes
not only NXP's internal part of R & D institutions, but also the co-operation with partners' agencies. The development goal of the R & D
center in China is to cooperate with the development department of Europe and the United States to provide the cost effective products
and solutions in a timely manner with reasonable investment.
ROHM Semiconductor: Provide "one-stop" services to the Chinese market
Although it was affected by the international financial crisis and the achievement faces challenges, Rohm still actively have the
acquisition and enlarge the investment to the market and layout to to obtain more competitive and achieve long-term development.
Rohm have a more wide range of semiconductor products group, including large-scale integrated circuits, optical components, modules,
components, discrete components and so on, is a technology with decades of accumulated business. In 2008 because of the OKI chip
sector has been the industry's concern that the acquisition of it. Known as the M & A in Japan since 2003, the Japanese semiconductor
industry's largest mergers and acquisitions, as the semiconductor and Rohm OKI Semiconductor products have less repeatability, the
two sides can mutually learn from each other, they can complement each other, experts believe that the acquisition will enable the Law
al OKI Semiconductor and semiconductor sales and the profitability can be further improved.
In sales, the combined companies can also make the best use of their marketing offices, technical support offices to strengthen the
product marketing ability. Therefore, experts estimate that this acquisition will enable the Rohm to become Japan's seventh-largest
semiconductor manufacturers.
Mergers and acquisitions will undoubtedly enhance Rohm against international financial crisis.
As Rohm pays more attention to the Chinese market and makes persistence investment, it gained more market share. In the current
global semiconductor market for Rohm, the growth rate in Chinese market ranged the top. Rohm has two manufacturing factory in
Tianjin and Dalian and has three marketing company and ten contact office in Shanghai, Dalian, Hong Kong.
In December 2008, Rohm Semiconductor (China) Co., Ltd. completed the industry and commerce procedure for adding $71.80 million
in Tianjin Development Zone to add large-scale integrated circuits. Tianjin factory occupies an area of 110,000 square meters, becoming
the largest investment company in Microelectronics Industrial Park in Tianjin. Thus, the total investment of Rohm in China reached
$319 million and the registered capital is $125 million. This manufacturing factory is the largest factory for semiconductor and electronic
products manufacturing world wide for Rohm. Continually enlarging the investment and improving the sales and after-sales service
network, and the manufacturing and customer service is therefore enhanced. It realized the one-stop service including development,
production and sales in China market. The "Made in Market" in China market is really achieved. (Feng Jian)
STMicroelectronics: Innovation in China for the creation of Chinese Chip
In, 2008 STMicroelectronics (ST) has experienced a serious challenge. First of all, the international financial crisis delays the process
of establishing the Flash memory company under the joint venture with Intel. Secondly, ST would also to face the challenge from the
exchange rate from euro to U.S dollar. As a result of the euro against the U.S. dollar has been very strong, ST's effort on cutting cost is
reduced.
However, even faced with the challenge, ST still get important success in semiconductor industry 2008.
First of all, the net income ST in the whole year of 2008 is $9.84 billion, excluding the fiscal achievement of flash memory products and
NXP Wireless business group. The net income is 2008 increase4.8%. If NXP Wireless business group is included, the revenue growth is
10%. At the end of fiscal 2008, before the acquisition, ST owns as much as $6.5 billion net operating cash flow.
Secondly, 2008 is a key year for ST to promote the strategy of re-positioning the products portfolio. ST has large investment in power
application and multimedia area including wireless communications and digital consumer and certain benefit has been got. For example,
ST finally realized the cooperation with Intel in Flash business. The reorganization in wireless area has also made critical progress.
ST has cooperation with NXP to create a joint venture company for wireless business first and then the joint venture company is
combined with the mobile platform of Ericsson, therefore a real leader in wireless area is generated. With the completion of a series of
restructuring, ST can concentrate all resources in its power semiconductor and multimedia.
In China, ST adheres to the principle of "Innovation in China for the creation of Chinese Chip". In 2008, the new headquarters of ST
was officially opened in Shanghai. In addition to existing functions, the main work of the new Greater China Headquarters Building in
China is focused on product research and development operations to develop innovative solutions for the customers both in China and
worldwide.
In all the staff in Greater, R & D engineers account for about 1 / 2. The silicon design team of ST in Greater China has developed
more than 60 kinds of new products for domestic and international customers. In addition, the second testing factory of ST is under
construction in Shenzhen, and have important cooperation program with the Chinese colleges and universities. (ZHAO Yanqiu)
Xilinx: FPGA continues to expand the ecological industry chain
The biggest changer for Xilinx in 2008 was the overall reorganization of the company structure.
January 8, 2008, Moshe take over the CEO position in Xilinx and have a overall reforms to the company's organizational structure,
especially in China area. In order to pool resources and speed up the progress of new product development, Xilinx began to change
from the division by the business to the division by function. The new structure of Xilinx is committed to provide the customer oriented
solutions and optimizes the centralized enterprise management, therefore the business process is greatly simplified and the decisionmaking process is speed up.
During the internet bubble period in 2001, 80% of the business of Xilinx was focused on the communication business, so the revenue of
Xilinx decreased largely when the communication area is affected.
Since then, Xilinx broadens the company's product lines, thereby enhancing the company's ability to resist risks. The business mode of
Xilinx is rather powerful: the gross margin is over 60% and the operating profits have exceeded 20%. While Xilinx will be the impact by
the economic recession, but compared to most other semiconductor companies it is much better.
In 2008, Xilinx has begun to implement a more active strategy to develop the Asia Pacific market, especially the Chinese market. In
fiscal year 2008, the company's revenue in the Asia Pacific region accounted for 29% of the world's total revenue. Faced with the
rapid development of the Chinese market, Xilinx has taken the following initiatives: First of all, to meet the ever growing demands from
customers by strengthen customer service support, meanwhile to realize the rapid growth in China through expanding. Secondly, to
invest the partners that help Xilinx establish the industrial ecosystem chain. Xilinx has set up a venture capital funds of $75 million, and
the main target of this fund is to create new company. The interested area of Xilinx is wireless, video, monitoring and network security
and other fields. Thirdly, to train and educate the electronic engineers continually, and make the engineer who did not use Xilinx products
find its potential and will use these products. Fourthly, to perform the university plans continually. Xilinx is widely taking the university
plans in China and establish the entire university network to support the Xilinx new areas of research and development. Through the
"intimate contact" college students, Xilinx is also establishing the foundation for building the localization team and construct the planning
blueprint for reserving the talent. At the same time, to expand the ecological industry chain of programmable technique through the
cooperated laboratory with colleges and universities. (Liu chao)
China Electronic News, March 10, 2009
Status of Talent Training of Mainstream Semiconductor Companies in China
English version:
Company
Talent Training Strategy
So far scores of universities in China have built joint laboratories with ADI, who provides them with fund
ADI
and technical service. Since its foundation in 2006, ADI has held the University Design Competition with
the aim of cultivating the innovation ability, teamwork spirit and engineering practice of students.
Broadcom strengthens the relationship with first-rate universities in China, provides the students with
Broadcom
practice opportunities, and allows them to learn and participate in the research and development of the
most advanced communications and semiconductor technologies.
Freescale has built embedded teaching laboratories in over 50 universities in China. The collaborative
Freescale
projects include fuel cell project, hybrid-power vehicle project and so on. National College Student
Freescale Cup Smart Car Competition is sponsored by Freescale and has been successfully held 3
times.
The forms of the cooperation between Fujitsu Microelectronics and universities in China include building
joint laboratories, jointly developing projects, periodically holding seminars, compiling textbooks,
Fujitsu Microelectronics
conducting nationwide competitions and so on. So far Fujitsu has set up about 10 independent
laboratories in universities in China. Students from about 200 universities in China participate in the
Fujitsu Microelectronics Cup MCU Competition.
MediaTek has continuously sponsored the exchange visits between universities on the two sides of
Taiwan Straits for many years and conducts scholarship to finance many inland universities in China. In
MediaTek
2009, MediaTek collaborates with Peking University, Tsinghua University and the University of Science
and Technology of China, jointly researches next generation video coding/decoding and processing
NXP
Rohm Semiconductor
STMicroelectronics
Xilinx
method as well as the advanced technology in audio sampling system.
Since its foundation, NXP has held twice NXP Cup Design Competition and conducts students to master
more practical technologies.
Rohm seeks for talented persons in a wide range and provides them with self-fulfillment opportunities
based on individual strength. Supervisors from China increasingly emerge. Meanwhile, Rohm will also
drive the talent localization.
STMicroelectronics commits itself to exert the power and influence of learning. Sustainable learning has
become part of the success of yesterday and today and will play an important role in future.
Till 2008, Xilinx has built 6 FPGA innovation centers in state-level IC industry bases of 6 cities, got nearly
5000 members of university program, set up over 50 joint laboratories and published scores of FPGArelated books.
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