1

The Most Complex Machines Ever

Centre&for&Robo+cs&and&Neural&Systems&Seminar&23jan15:&Uo.Plymouth,&Uk.&

&

Pdf&and&SlideCast&@&hDp://ianp24.blogspot.com&

&

Opinions&expressed&are&my&own&...&

&

&

Prof. Ian Phillips Principal Staff Engineer

ARM Ltd ian.phillips@arm.com

Visiting Prof. at ...

Contribution to

Industry Award 2008

1v0

2

The Most Complex ‘Machines’ Ever Made by Mankind From sensors to servers … and most have ARM processors and technology at their heart

!  Tomorrow&they&will&be&ever&more&complex&...&

...&And&their&+mescales,&resources&and&budgets&ever&more&challenging&&

..."Must"understand"Electronic"System"Dev’t"Today;"to"op:mise"it"Tomorrow!"

3

... Familiar, yet Poorly Understood terms!

Today Samsung Galaxy S5

2014 (1yr lifetime)

40yr ago BT Yeoman

c1964-84 (20yr lifetime)

How many IC Designers?

How many SW Designers?

Research, Development and Product

!  Products&have&changed&hugely&in&my&life&...&&

!  Yes:%Technology,%Methods%and%Tools%

!  Also:%Business%Models%and%Globalisa9on%

%...%Con9nuous,%impercep9ble%change,%over%40+%yrs%

!  They&were&all&Researched&and&Developed1

%..."Is"‘Old@Knowhow’"relevant"to"today's"Products?1

4

Age of the ... Universe – 13.6Byr

Earth – 4.5Byr Life – 3.5Byr Lets look real-far back ...

32,000 yrs got us to this!

!  CroCMagnon%Man%(Us!)&–&35,000&yr&ago&&

!  ‘Developed’%from%HomoCSapien%(Wise%Human)%>100,000%yr%

!  Mission:%Survive"Nature"(1,000%gen’n)%!  The%Philosophers%–&2,500Q1,000&yr&ago%

!  Pythagoras,%Socrates,%Plato,%Aristotle,%Archimedes,%...%

!  Mission:%Understanding"Nature"

!  The%Scien9sts%–&1,000Q500&yrs&ago%!  Galileo,%Descartes,%(1000%ad)%!  Electricity%C%William%Gilbert%(1600ad)%

!  Mission:%Manipula:on"of"Nature"

!  The%Engineers%–&260&yrs&ago%!  Industrial"Revolu:on"(1750:%8%gen’n)%!  Mission:%Exploita:on"of"Nature"!  Year%0:%ScienceCMeetsCExploita9on%

!  Technology%Based%Business%Emerges%%

"..."Our"BIG@BANG"was"only"250"years"ago!"

5

When we think of Computing we tend to think of ... !  HPCs&and&Mainframes1…1& &&&& & & & &&...&maybe&Worksta<ons1(High1Performance1Desk?Top)1&

6

& &...&State&(s)&and&Time&(t)&are&always&factors&in&this&(Though%not%always%important).&

!  It%can%include%phenomena%ranging%from%human%thinking%to%calcula9ons%with%a%narrower%meaning.%%

% % % % % % % % % %...%Wikipedia%

!  Usually%used%it%to%animate%analogies%(models)%of%realCworld%situa9ons%

% %...%frequently%fast%enough%to%be%used%as%a%stabilising%factor%in%a%loop%(RealC9me).%

% %...%Not%prescrip9ve%about%the%choice%of%Implementa9on%Technology!%

% %...%Nor%prescrip9ve%about%Programmability!%

Computing; the (Mathematical) Manipulation of Data ... A Computer; a mechanism to exercise a Model of Behaviour …

y=F(x,t,s) IN (x)

Enumerated Phenomena

OUT (y) Processed Data/

Information

7

History: 100BC - Hipparchos’s Antikythera Early-Mechanical

Computation

Hipparchos c.190 BC – c.120 BC.

Ancient Greek Astronomer, Philosopher

and Mathematician !  A"Mechanism"for"Compu:ng"Planetary"Posi:ons"!  Technology:""Hand@Made"Metal,"Hand@Cut"Gears,""Engraving,"Analogue"!  Found%in%the%Mediterranean%in%1900%(Believe%there%might%have%been%10’s)%

8

History: 1700 - Graham’s Orrery

!  A"Mechanism"for"Compu:ng"Planetary"Posi:ons"(1,800"yrs"aYer"An:kythera!)"!  Technology:""Factory@Made"Metal,"Machine@Cut"Gears,"Wood,"Analogue"!  Inventor:%George%Graham%(1674C1751).%English%ClockCMaker.%

Mechanical Technology

George&Graham

9

!  A"Mechanism"for"Compu:ng"Polynomial"Tables"!  Technology:"Metal,"Precision"Gears,"Digital"(base"10)"!  Too%expensive%for%the%technology%of%the%day%

History: 1837 - Babbage's Difference Engine Constructed 2000

Late-Mechanical Computation

10

History: 1856 - Amsler’s Planimeter Mechanical

Computation

Planimeter 2014 !

!  A"Mechanism"for"Compu:ng"the"Area"of"an"arbitrary"2D"shape"!  Technology:"Precision"Mechanics,""Analogue"!  Available%today%...%Electronically%enhanced%

11

!  General"Purpose,"Stored"Program,"Compu:ng"Mechanism"!  Technology:"Electronics"(valves),"Digital"(base"2)"!  Available%today%...%Enhanced%by%MicroCElectronics%(Mainframe%<=>%Laptop)%

History: 1947 - Uo.Manchester’s “Baby” (Reconstruction)

Electronic Computation

Implementa

+ons&are

&Limited

&

by&availa

ble&Techn

ology!&

12

Computing Today: Visible, but not Vital

Purchased&by&Consumers&for&Func+on&not&Technology&

13

Computing Today: Invisible and Vital

Purchased&by&Professionals&for&Func+on&not&Technology&

14

!  Need:1A&Mechanism&for&enhancing&human&memory&(Camera)1!  Technology:1...&

!  Excellent%Lenses%

!  Fine%Mechanical%Mechanisms%

!  ElectroCMechanical%Exposure%Metering%

!  Metal%(and%some)%Plas9c%Forming%

!  Manual%Assembly%

!  PhotoCChemical%Memory%(35mm%Film)%

%%

1998 - Canon EOS Rebel GII (17yrs ago)

35mm Film Camera

System-Level Mechanical Computation

15

!  Need:1A&Mechanism&for&enhancing&human&memory&(Camera)1!  Technology:1...&

!  Digital%Logic%(CPU+I.O.)%

!  Soeware%

!  Memory%(NV%and%RAM)%

!  Excellent%Lenses%and%Displays%

!  Analogue%Electronics%(Network%&%GPS)%

!  Sensors%and%Transducers%(CCD%&%MEM)%

!  Precision%Mechanics%

!  MicroCMotors%

!  Baheries%and%Energy%Storage%

!  LEDs%and%Discharge%Tubes%

!  Precision%forming%of%Plas9cs%and%Metal%

!  Electronic%Packaging%

!  Robo9c%Assembly%...%Technology%External%to%the%Product!%

...""All"of"these"Technologies"are"available"to""21c"Businesses"today"..."

2014 - Canon EOS 5D (Today)

Incorporating DIGIC5+ (ARM)

System-Level Computation

Q: So why couldn’t ARM make a camera to compete with Canon?

A: Because Canon has Capabilities in place that we don’t have!

ARM-based Computer

16

So Capabilities Limit a Business's Product Possibilities... ... But they are also an Entry Barrier to your Competitors

CA

PAB

ILIT

IES

Product Development

PR

OD

UC

T

!  Businesses&need&to&Know&they&can&make&a&Product&before&they&Start&

!  Capabili:es%help%to%Manage%the%Risk%(There’s%frequently%no%second%chance!)%

!  Making&a&Product&is&s+ll&Work;&but&based&on&Capabili+es&it&is&Known?Work!&!  Unknown’%leads%to%Protracted%Timescales,%Blown%Budgets,%Lost%Opportuni9es%and%Panic!%

!  Business&need&and&Appropriate&set&of&Capabili+es,&before&they&commences&a&Product&Development&

%...%Different%Products%need%different%CapabilityCSets!%

% %…%Even%similar%products;%and%those%within%a%single%business!%

17

!  Science%C%Demonstrated%Fundamentals;%Predictable,%Encapsulated,%New%

!  Technology%C%ScaledCup%Science(s).%Reliable%and%produc9ve%enough%%for%use%in%a%real%Product%%

or%its%Processes.%May%be%%

NewCtoCAll,%or%only%NewCtoCYou%%

(others%may%have%as%a%Capability)%

!  Capability%C%Installed%Technology(s)%InCplace%in%business,%ready%for%%

missionCcri9cal%use%in%a%%

New%Product%Development.%

!  Product%C%Delivered%Func9onality.%CostCEffec9ve,%Func9onal,%Quality%

The Pathway from Science to Exploitation Science =IsIn=> Technology =IsIn=> Capability =IsIn=> Product

Science Science Science Science

Science

Science Science

UN

KN

OW

N

Technology Technology

Technology

Unk

now

n

Capability Capability Capability Capability

Capability Capability Capability

Concept

WO

RK

(kno

wn)

Enquire, understand & establish (Research)

Exploit knowledge (D

evelopment)

Using Science or Technology here just increases RISK

TRL 1-4

TRL 9

TRL 8-9

TRL 5-9

Tech

nolo

gy

Rea

dine

ss

Leve

ls

18

!  A&Capability&is&an&Installed&&‘Unit’&of&&Technology,&such&that&it&may&&

be&relied&upon&for&MissionQCri+cal&Business&purposes.&

!  They%are%Installed:%Reliable,%Trusted,%Predictable,%Usable.%!  They%Cross%Technology%Boundaries%(HW,%SW,%Op9cs,%Mul9CChip,%etc)%

!  They%are%NOT%Product%Specific%...%!  Eg:&&Need&Fortran&capability&by&2016.&&Need&to&handle&Logic&Reliability&by10nm&node.&&Need&a&Bus&

architecture&for&use&in&and&between&3D/Chiplet&by&2020.&&Need&10x&systemQpower&efficiency&

improvement&&by&2020.&&Need&a&JIT&Java&Compiler&by&2016.&

!  They%can%be%Technology%Answers%...%!  Eg:&&How&will&our&Partners&handle&the&end&of&Moors&Law?&How&can&we&increase&our&Partners&

Produc+vity&in&our&Product&Offering?&Will&Transistor&Reliability&become&a&serious&issue&at&14nm?&

%...%Capabili9es%are%the%Founda9ons%for%Product%Development%

% %...%they%are%established%by%Research%(literally:%“Finding%out”)%

The Capability Model1&Capabilities are the Links between Research and Development

1:%As%a%technical%concept,%not%directly%described%by%literature.%

19

!  Short&Term:&From&the&Known?Set1...%!  Refine"what"we"know"(Including%Individual%knowledge,%Team%knowledge,%and%Tools).%

!  Acquire"what"others"know"(Recruit,%Develop,%Contract,%Licence,%Acquire,%Espionage,%etc)%%...%Specific,%internal,%secrecy,%lowCnumber,%highCcost,%confidence%

%

!  Longer&Term:&From&the&Unknown?Set&...%!  Targeted"Research"C%Specific,%pointCfocus,%commercial%advantage%(CrownCjewels)%

!  Partnered"Research"C%Specific,%focused,%indirect%commercial%advantage%(ARM%Partners)%

!  University/Ins:tute"Research"C%Generic,%wide%spectrum,%nonCdifferen9a9ng%knowledge%

!  ARM&Funded&Research&Projects&

!  Na+onal&Support&Programs1&(TSB,&H2020,&Research&Councils,&DARPA,&etc)%

% %...%Generic,%broadCspectrum,%openness,%highCnumber,%lowCcost,%partnering,%sharing,%uncertainty%

&

%...%Guided%by%Road%Map%from%longer%term%Business%Objec9ves&

Research Establishes Capabilities ... ... for Development Engineers to use for Product Development

20

Development Delivers a Technical Product ... ... (Tangible or Intangible) to fulfil a Customer Need and a Business Objective !  Design&is&a&crea+ve&role&within&Development&!  Engineers&Deliver1an&effec+ve&TechnicalQProduct&solu+on&...&

!  Mee:ng"Func:onal%and%Non@Func:onal%criteria%...%!  Eg:&Quality,&TTM,&Budget,&Reproducibility,&Testability,&Cost,&Power.&&

!  Maximising"Product"Differen:a:on;%Minimising%Product%Risk,%Cost%and%Uncertainty%

!  Using%Available"Capability"(Technology,%Methodology,%Tools%and%KnowCHow)%

!  Engineers&Innovate&by&pushing&the&bounds&of&Available&Capabili+es&...&!  Using%the%opportuni9es%presented%by%the%Par9cular%Product%Brief%!  Trading%between%Available%Capabili9es%(Eg:%HW,%SW,%Analogue)%

!  U9lising%his/her%wider%sphere%of%knowledge,%knowChow%and%experience%%...%%Innova9on%is%(and%will%remain)%a%fundamental%Engineering%role%

%...%Directed%by%Specific%Product%Plans%

21

!  A&Customer&buys&a&Product&it&for&its&Valued&U+lity&...&

& & &...&A&Supplier&sells&a&Product&for&its&An+cipated&U+lity&

!  They"are"different"so%its%Important%to%Match%Expecta9ons!%

!  Product%must%exceed%Consumers%needs%(By%how%much?)%

!  Func9onality%is%Assumed%(It%has%no%Extra%Value!)%

!  Customers%are%not%always%the%best%source%of%New%Product%ideas%

!  End?Product1is&very&special&...&It&funds&its&en+re&valueQchain&!  The%EndCCustomer%is%YOU!%

!  Research&Outcomes&can&be&Products!&&

!  Their%Product%is%a%Science%or%Technology%(Occasionally%a%Capability)%!  But"never"an"End@Product%

%...%A%Business%Model%makes%the%Rela9onship%Sustainable!%

The Product ... ... The basis of a Mutually Beneficial, Business Relationship

22

!  Businesses&sell&things&that&Customers&want&to&buy&

!  Suppor9ng%the%EndCCustomers%needs%%...%Who%maybe%several%‘layers’%above%their%business.%

!  They&focus&on&their&Core&Competencies&in&a&Globally&Compe++ve&Market&

!  They&avoid&Commodi+sa+on&by&Product&Differen+a+on&…&

!  Cost%and%Quality%(by%improving%Process)%..and..%

!  Improved%BusinessCModels%(which%take%the%Money)%%..and..%

!  New/Improved%Technology%when%it%offers%benefit%(may%be%Expensive%or%Risky)%

!  Product1Development1is1a1Cost1(Risk)1to1be1Minimised1!  Technology%(HW,%SW,%Mechanics,%Op9cs,%Graphene,%etc)%just%enables%Op9ons!%

!  NewCTechnology%may%cost%more%(including%risk)%than%it%delivers%in%Product%Value!%

!  OverCDesign%costs%%...%Cannot%afford%the%Precau9onary%Principle!%!  Reuse%saves%…%Cannot%afford%to%reCinvent%the%wheel%

%...%Because%successful%EndCProducts%fund%their%en9re%(RD&I)%ValueCChains%

%...%Their%Technologies%will%flowCdown%into%(all)%lower%volume%markets!&

Computing Technologies in Business Context Businesses have to be Competitive, Money Making Machines today ...

23

%...%Older%Compute%Markets%remain;%but%are%noClonger%the%Technology%Drivers!%

Business Opportunities Drive Technology Developments ... And 21c Products are ‘Smart’ and ‘Connected’

1970 1980 1990 2000 2010 2020 2030

Main Frame

Mini Computer

Personal Computer

Desktop Internet

Mobile Internet

Mill

ions

of U

nits

Prof

essio

nal !

" C

onsu

mer

1st Era Select work-tasks

2nd Era Broad-based computing for specific tasks

3rd Era Computing as part of our lives

24

ARM: Enabling Innovation Across the Entire Industry

Leading in wearables and the IoT

>70% of smart TVs and >95% of portable game consoles Enabling the transformation of

the network infrastructure and data center

First ARM-based servers now shipping

Driving smart energy, automotive, home networking

>95% of smartphones and tablets

>80% of digital cameras

25

1991: ARM RISC-Processor Core …

26

ARM7 Core

DMA

Par. Port

PCMCIA UART (2)

Int’t. Contr.

Memory Interface

Timers W’Dog Arb’tr. Misc.

1991: ARM RISC-Processor Core …

27

1965: Gordon Moore “Moore's1Law”1was1coined1by1Carver1Mead1in11970,1from1Gordon1Moore's1ar<cle1in11Electronics"Magazine1191April119651"Cramming1more1components1onto1integrated1circuits“.1

“The complexity for minimum component costs has increased at a rate of roughly a factor of two per year ... Certainly over the short term this rate can be expected to continue, if not to increase. Over the longer term, the rate of increase is a bit more uncertain, although there is no reason to believe it will not remain nearly constant for at least 10 years. That means by 1975, the number of components per integrated circuit for minimum cost will be 65,000. I believe that such a large circuit can be built on a single wafer”

In 1965 he was designing ICs with ~50 transistors! But his Law held for ~50 years ... Taking us to 50B transistor ICs today!

Gordon Moore, Founder of Intel

28

10nm

100nm

1um

10um

100um

App

roxi

mat

e P

roce

ss G

eom

etry

ITRS’99

Tran

sist

ors/

Chi

p (M

)

http://en.wikipedia.org/wiki/Moore’s_law

Moore’s Law: 50 yrs of Technology Driven Opportunity ...

Tran

sist

or/P

M (

K)

X

29

Bringing the Right Horses to the Right Courses ...

% % % %...%Delivering%~5x%speed%(Architecture%+%Process%+%Clock)%

About 50MTr

About 50KTr

30

... Which means: 24 Processors in 6 Families ...

31

... CoreLink for Hetrogeneous Multi-Processing ...

ACE

ACE

NIC-400 Network Interconnect

Flash GPIO

NIC-400

USBQuad Cortex-

A15

L2 cache

Interrupt Control

CoreLink™DMC-520

x72DDR4-3200

PHY

AHB

Snoop Filter

Quad Cortex-

A15

L2 cache

Quad Cortex-

A15

L2 cache

Quad Cortex-

A15

L2 cache

CoreLink™DMC-520

x72DDR4-3200

8-16MB L3 cache

PCIe10-40GbE

DPI Crypto

CoreLink™ CCN-504 Cache Coherent Network

IO Virtualisation with System MMU

DSPDSP

DSP

SATA

Dual channel DDR3/4 x72

Up to 4 cores per cluster

Up to 4 coherent clusters

Integrated L3 cache

Up to 18 AMBA interfaces for I/O coherent accelerators

and IO

Peripheral address space

Heterogeneous processors – CPU, GPU, DSP and accelerators

Virtualized Interrupts

Uniform System

memory

32

… Tools, Libraries and Partners to Realize the Opportunity !  Technology1to1build1Electronic1System1solu<ons:1

!  SoYware,"Drivers,"OS@Ports,"Tools,"U:li:es""to%create%efficient%system%with%op9mized%soeware%solu9ons"

!  Diverse%Physical"Components,%including%CPU"and"GPU"processors"designed%for%specific%tasks%

!  Interconnect%System"IP"delivering%coherency%and%the%quality%of%service%required%for%lowest%memory%bandwidth%

!  Op:mised"Cell@Libraries"for%a%highly%op9mized%SoC%

implementa9ons%

!  Well1Connected1to1Partners1in1the1Life?Cycle:1!  For%complementary%tools%and%methods%required%by%

System%Developers%

!  Global1Technology1Global1Partners:1!  ~1000%Partners;%Millions%of%Developers%

33

10nm

100nm

1um

10um

100um

App

roxi

mat

e P

roce

ss G

eom

etry

ITRS’99

Tran

sist

ors/

Chi

p (M

)

Tran

sist

or/P

M (

K)

http://en.wikipedia.org/wiki/Moore’s_law

“Verification Gap”

1,800py 8,500py

100py

“Productivity Gap”

Moore’s Law: 50 yrs of Increasing Design Challenge ...

Global Teams Local Teams Small Team Single Designer

Expertise Reuse HW&SW Reuse Some Reuse Clean Sheet

34

Designer Productivity has become the Methodology Driver

!  The&Product&Possibili+es&offered&by&u+lising&the&Billions&of&Affordable&and&Aesthe+cally&EncapsulateQable&Transistors&is&Commercially&Beguiling!&

!  But&the&only&way&to&u+lise&these&possibili+es&in&a&reasonable&+me,&with&a&reasonable&

team&and&at&a&reasonable&cost;&is&huge&amounts&of&Reuse&of&Design&and&Technology&...&

!  Hardware,%SoYware%and%other%Technologies;%Methods%and%Tools"!  In@Company:"Sourced%and%Evolved%from%Predecessor%Products"!  Ex@Company:%Sourced%from%businesses%with%lesserCknown(?)%Histories,%but%Specialist%Knowledge%

!  Reuse"Improves"Quality;%as%objects%are%designed%more%carefully,%and%bugCfixes%are%incremental%

!  But&beware;&systems&always&have&residual&errors!&&

...%CleanCSheet%approaches%will%be%orders%of%magnitude%higher%cost%

…%So%>99%%Reuse%will%be%the%nature%of%future%Product%Design%and%Development!%%

35

Software development tools

Physical IP – Design of the building blocks of the chip

Processor and Graphics IP – Design of the brain of the chip

Power Mgmt Bluetooth

Cellular Modem

WiFi

SIM

GPS Flash Controller

Touchscreen & Sensor Hub

Sensor Hub

Camera

Apps Processor

ARM Technology !  Advanced consumer products are incorporating more and more ARM technology –

from processor and multimedia IP to software

Early software development on Virtual Platforms

36

ARM Partnership: Building for the Long Term

ARM Chips shipped in 2013 by ARM Partners

ARM Chips Shipped to Date by ARM Partners

37

!  UK&Established&and&Headquartered&&!  Global&leader&in&the&development&of&

semiconductor&IP&

!  R&D%outsourcing%for%semiconductor%companies%

!  Innova+ve&business&model&yields&high&margins&

!  Upfront%license%fee%–%flexible%licensing%models%

!  Ongoing%royal9es%–%typically%based%on%a%%percentage%of%chip%price%

!  Technology%reused%across%mul9ple%applica9ons%

...%ARM"Technology"Creates%and%Transforms%

markets%

ARM and our Business Model

2-3

20+ years Multiple applications

development and sales

2-3 years Partner chip development

2-3 years ARM research and

development

Cost incurred

License revenue $

Royalty revenue $

Approximately 850 licenses

Grows by 60-90 every year More than 350 potential royalty payers

>10bn ARM-based chips in 2013

>25% CAGR over last 5 years

~£715m Revenue ~28% of Revenue on R&D

~2600 employees ww ~1000 in the UK

… Figures from Y2013 Report

38

Public Misunderstanding of R&D

!  The&Public&understanding&of&R&D&covers&en+re&the&span&of&Basic&Physics&to&Produc+on.&&!  Seen&as&‘monoQtask’&of&crea+on&…&which&was&‘solved’&onceQandQforQall&years&ago!&

%%%%…%This%Mahers%because%the%Public%ul9mately%assigns%values%to%your%role%(£)%

Product (What I buy)

R&D (Where it comes from)

Innovative Product (What I buy for <$)

R&D&I (Where it comes from)

39

Gemng&the&Technology&into&an&iCon&

" Analogue&and&Digital&Design&"  Embedded&Sonware&

"  Signal&Processing&" Mechanics,&Plas+cs&and&Glass&

" MicroQMachines&(MEMs)&

" Displays&and&Transducers&" Robo+cs&and&Test&"  Knowledge&and&KnowQHow&" Research,&Educa+on&and&Training&" Components,&SubQSystems&and&&

Systems;&Design,&Assembly&and&&

Manufacture&

" Metrology,&Methodology&and&Tools&

" Reproduc+on&...%Involving%Specialist%Knowledge%Businesses%%

%%...%Around%the%World%

%%%%...%Many%provided%as%Virtual%Components%

40

Component and Sub-Systems from Global Enterprise ... ... Global Teams contributing Specialist Knowledge & Knowhow

!  Apple&ID’d&159&TierQ1&Suppliers&...&!  Thousands%of%Engineers%Globally%

!  Est.&10x&TierQ2&Suppliers&...&!  Including%Virtual%Components1%and%%

SubCSystems%%(ARM%and%other%IP%Providers)%

!  Mul9ple%Technologies%...%

!  Hardware,%Soeware,%Op9cs,%Mechanics,%

Acous9cs,%RF,%Plas9cs,%etc&

!  Manufacturing,%Test,%Qualifica9on,%etc.%

!  Methods,%Tools,%Training,%etc%

!  Tens%of%thousands%Engineers%Globally%...%More%than%90%%of%Technology%and%

Methods%are%Reused%(produc9vity)!%

1:%Virtual%Components%do%not%appear%on%BOM%

41

Conclusions

!  These&are&the1Most1Complex1Machines1ever;&they&are&driven&by&HighQVolume&

Commercial&opportuni+es&whose&customers&that&do&not&recognise&or&value&that&…&

!  EndCCustomers%buy%‘Sa9sfac9on%of%an%Itch’%…%

!  Product%Cost,%Availability%and%Style%are%their%dominant%concerns%

!  Func9onality%is%assumed!%(They%don’t%pay%extra%for%cleverness)%

!  Capabili+es&are&the&Bridge&between&Research&outcomes&and&Products&…&

!  Research%is%finding%answers%which%will%be%needed%before%a%future%Product%is%developed%!  Capabili:es%are%installedCtechnology;%ready%for%an%Engineer%to%use%to%create%a%differen9ated%Product"!  Technologies%provide%op9ons;%not%all%of%which%will%be%valuable%in%all%products%

!  Moor’s1Law1has&provided&us&with&huge&Technical&Opportunity&for&50yrs&…&!  Today%this%can%only%be%realised%by%deploying%>99%%reuse%of%Real%and%Virtual%Components%…%

!  …%From%Specialist%Suppliers%around%the%world;%SupplyCChain%has%evolved%into%the%Global%SupplyCMesh%

%...%The%Commercial%Impera9ve%can’t%wait%for%the%‘right%way’%to%do%things!%

42

The ARM Vision A world where all electronic products and services are based upon energy efficient technology from ARM, making life better for everyone

43

The END ...