Strategic Marketing Engineering

Strategic Marketing EngineeringGroup May#13-33Adviser & Client: Dr. Randall Geiger In consultation with: Garry Elder

System Engineering Manager at TI

Team leader: Ximeng Sun (Susie)Communicator: Xing Cao (Star)Web master: Zhuoran Yang

Problem statement

What we have done◦ Background Information

◦ Ideas

Challenge

Conclusion

Strategic Marketing Engineering

Group May#13-33

Problem Statement

• Understand TI’s existing battery management products

• Broaden the market with existing products

• Find out if there is an architecture which customers need but TI does not have it yet

Strategic Marketing Engineering

Group May#13-33

Problem statement

What we have done◦ Background Information

◦ Ideas

Challenge

Conclusion

Strategic Marketing Engineering

Group May#13-33

Background InformationMarketing Engineer

◦ Understands technical aspects of engineering ◦ More involved in the definition and sales of

products

Market Survey◦ One billion dollars ◦ 80% of the whole market

Strategic Marketing Engineering

Group May#13-33

Our IdeasWireless charging

Green energy

RAID battery

Strategic Marketing Engineering

Group May#13-33

Wireless chargingWireless recharged battery

Strategic Marketing Engineering

Group May#13-33

Battery management

wire connectinductor

Wireless chargingInvisible implant to table

Strategic Marketing Engineering

Group May#13-33

Our ideasWireless charging

Green energy

RAID battery

Strategic Marketing Engineering

Group May#13-33

Kinetic EnergyKERS(Kinetic Energy Recovery

System)

◦ An automotive system for recovering a moving vehicle's kinetic energy under braking

◦ The recovered energy is stored in a battery for later use

Strategic Marketing Engineering

Group May#13-33

KERS ideaStrategic Marketing

EngineeringGroup May#13-33

Why did not pursue these two ideas:TI has been doing some of these products

TI is not interested in some of our ideas

Engineering and scientific challenges◦ Extend wireless charging◦ Limited time

Strategic Marketing Engineering

Group May#13-33

Hot News!At April 5, 2013, Fisker Automotive, a

producer of hybrid cars, has laid off most its employees and is exploring bankruptcy.

Our ideasWireless charging

Green energy

RAID battery

Strategic Marketing Engineering

Group May#13-33

RAID controller batteryWhat is RAID?

◦Redundant array of independent disks

What is RAID controller battery?◦A back-up battery ◦Power the RAID controller’s write cache

(HP Battery Backed Write Cache Upgrade512MB Cache RAID Controller Battery Kit)

Strategic Marketing Engineering

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RAID controller battery

Why do we need it?◦Decrease data loss risk for power/server

failure

How does it work?◦Save data in cache when power fails◦Write to cache when power restored

Strategic Marketing Engineering

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A Typical RAID Battery SystemOne 1200mAh lithium ion battery

One year lifetime

Backup for up to 72 hours

Strategic Marketing Engineering

Group May#13-33

Motivation for RAID controller

Customer complaints

Servers need to keep working

Large market potential

Strategic Marketing Engineering

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Existing System vs. Our Design

VSExisting

Proposed

Improvements

WWR (Working While Replacing)

BRM (Battery Relaxation Mode)

LFME (Line Failure Mode Enhancement)

Our designA smart RAID controller battery

management chip which has the following features: ◦Fuel gauge◦Thermal protection◦Keep system operational during

battery replacement◦Extend battery calendar life

Strategic Marketing Engineering

Group May#13-33

Chips we useBattery management

◦Chip BQ24161: Thermal protection Control the charge voltage, current

◦Chip BQ27425 Fuel gauge

ORing controller◦Chip TPS2419

Determines if the raid controller needs to use the backup battery

Determines if the raid controller needs the battery and which battery to use.

Strategic Marketing Engineering

Group May#13-33

Proposed designStrategic Marketing

EngineeringGroup May#13-33

Cyclone-13-33Smart System

Three main componentsThermal protectorSmart controllerLifetime fuel gauge

Strategic Marketing Engineering

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Thermal ProtectorMonitor temperatureAlarm system

◦ Temperature range from 25 ℃ to 55 ℃◦ Alarm on in unusual mode ◦ Pins for fans

Strategic Marketing Engineering

Group May#13-33

Smart controller

Induce charge/discharge cycling

Control switches

Maintain operation during battery replacement

Strategic Marketing Engineering

Group May#13-33

Model One(DRC cycling):Strategic Marketing

EngineeringGroup May#13-33

The DRC cycling for years

Detail of DRC cycling

Model Two(Benefit of DRC):

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Motivation: J. Li, E. Murphy, J. Winnick, and P. A. Kohl, “The effects of pulse charging on cycling characteristics of commercial lithium-ion batteries,” J. Power Sources, vol. 102, no. 1–2, pp. 302–309, Dec. 2001.

Benefit of doing cycling

Prediction of doing cycling

Lifetime Fuel GaugeDetected the current in the circuits

Monitor the capacity and rest energy of battery

Determine if the battery need to be changed

Strategic Marketing Engineering

Group May#13-33

LFME(Line Failure Mode Enhancement )

Automatically switch battery every one hour to extend battery’s lifetime. We can predict that the operation time will exceed 72 hours(applying “Relaxation phenomena”).

Reference:T.F. Fuller, M.Doyle, and J. Newman, “Relaxation phenomena in lithiumion-insertion cells”, J. Electrochem. Soc., vol. 141, pp. 982–990, April 1994.

Strategic Marketing Engineering

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Problem statement

What we have done◦ Background Information

◦ Ideas

Challenge

Conclusion

Strategic Marketing Engineering

Group May#13-33

Challenges Good lithium ion battery model:

◦ Limited information for commercial lithium ion battery models

◦ Research literature strongly dependent of battery chemistry

How we solved it:◦ Advise from Garry Elder in battery management group from

TI for help ◦ Advice from Steve Martin, distinguished professor, Material

Science ◦ Inference from:

J. Li, E. Murphy, J. Winnick, and P. A. Kohl, “The effects of pulse charging on cycling characteristics of commercial lithium- ion batteries,” J. Power Sources, vol. 102, no. 1–2, pp. 302–309, Dec. 2001.

T.F. Fuller, M.Doyle, and J. Newman, “Relaxation phenomena in lithiumion-insertion cells”, J. Electrochem. Soc., vol. 141, pp. 982–990, April 1994.

Strategic Marketing Engineering

Group May#13-33

Problem statement

What we have done◦ Background Information

◦ Ideas

Challenge

Conclusion

Strategic Marketing Engineering

Group May#13-33

Conclusion Some ideas are not practical (For

us)Make improvement on the RAID

batteryMarketing engineer

◦Need to understand all technology of existing products

◦Have a sense of what is the marketing trend

Strategic Marketing Engineering

Group May#13-33

Questions?Strategic Marketing

EngineeringGroup May#13-33

Thanks for listening!

Strategic Marketing Engineering

Group May#13-33

Project Schedule

1• Understand TI’s existing battery management products.

2• Understand the technologies and protocols.

3• Considering who or which potential markets can use the

existing products from TI.

4• Find a new battery management architecture which will

have a big market.

5• Presenting/consultation ideas with TI and come up with

a final idea.

6• Try to come out a new product which can be applied into

an existing and developing markets.

Strategic Marketing Engineering

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Future workExplore use less battery to keep

the system working for 72 hours (apply “Relaxation Phenomena”)

Use the all-solid-state Lithium Secondary Battery

Strategic Marketing Engineering

Group May#13-33

Reference:T.F. Fuller, M.Doyle, and J. Newman, “Relaxation phenomena in lithiumion-insertion cells”, J. Electrochem. Soc., vol. 141, pp. 982–990, April 1994.

TPS2419Strategic Marketing

EngineeringGroup May#13-33

TPS2419Strategic Marketing

EngineeringGroup May#13-33

BQ27425Strategic Marketing

EngineeringGroup May#13-33

BQ241161Strategic Marketing

EngineeringGroup May#13-33

Rest recover for lithium ion battery

Strategic Marketing Engineering

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One charging/discharging cycle

Strategic Marketing Engineering

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Reliability Calculation Time for one charging/discharging:(600mAh*40%)/(0.1C) = 4 hours(h)

Average capacity percentage for each battery:(100%+60%)/2 = 80%

Total capacity and time that can be used during charging/discharging:

80%*600mAh + 600mAh = 1080mAh1080/1200 * 72h = 64.8 h

Total capacity and time that can be used during rest:60% * 600mAh + 600mAh = 960mAh960/1200 * 72h = 57.6 h

Strategic Marketing Engineering

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Reliability CalculationPercentage that the system can be used for

up to 72h:(365*24-8*24-0.5*24)/(365*24) = 97.671% per year

Percentage that the system can be used for up to 64.8h:

8*12*2/(365*24) = 2.192% per year

Percentage that the system can be used for up to 57.6h:

0.5*12*2/(365*24) = 0.137% per year

Strategic Marketing Engineering

Group May#13-33

72h64.8h57.6h

Strategic Marketing Engineering

Group May#13-33

BQ500210EVM-689

Input maximum 20V

Thermo cutoff