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NOVEMBER 11 – 12, 2014THE COSMOPOLITAN OF LAS VEGAS | LAS VEGAS, NV
2 © 2014 Atmel Corporation.
Atmel CorporationEnabling Unlimited Possibilities®
PLM – Challenges and Opportunties
3 © 2014 Atmel Corporation. 3 © 2014 Atmel Corporation.
>$10B TAM
TouchIoT/
ConnectivitySensors
SmartEnergy
Auto
Corporate Snapshot and Targeted Areas for Growth
• Nasdaq: ATML - Founded in 1984
• 2013 Net Revenue: $ 1.39B
• Two Decades of Microcontroller Innovation and Leadership
• ~5,000 Employees
4 © 2014 Atmel Corporation. 4 © 2014 Atmel Corporation.
Fast Growing Major 32-bit Microcontroller Supplier
• >20% CAGR 2009-2013
• Both ARM® and AVR Product Offerings
Leading Supplier of 8-bit Microcontrollers
• Industry’s 3rd Largest 8-bit Supplier in 2013
• Growth Driven by Proprietary Atmel AVR Architecture
Market Leader in High-Growth Touch Sensing Solutions
Outstanding Microcontroller Performance
5 © 2014 Atmel Corporation. 5 © 2014 Atmel Corporation.
144 Pins2MB Flash
6 Pins0.5KB Flash
Small but Powerful
Almost Any Combination of Peripherals
Xtreme Performance 8-bit
Scalable, Low-Power Cortex-M Microcontrollers
World's Most Efficient 32-bit Microcontroller
Uncompromised Performance and Ease of Use
Performance
Mem
ory
Bridging 8- and 32-bit Microcontroller Market
Atmel Microcontroller Portfolio
6 © 2014 Atmel Corporation.
Target Market Segments and Applications Atmel Microcontrollers
Industrial Automation
& M2M
Gateways
PLC
Process transmitter
HMI (control)
Drive
Switch breaker
Asset tracking
Consumer & Appliance
Toys
Remote control
GPS watches
Mobile accessories
Home hub
UI appliance
Building & Home Control
Sensors & actuators
Gateways
Control panels
In-home display
Room control unit
Energy Metering
Data concentrator
Gateways
Smart meter
In-Home display
Terminals
Point Of sales
Bar code scanner
Cash register
Medical
Elderly fall detection
Glucose meter
Oximeter
Digital scale
7 © 2014 Atmel Corporation. 7 © 2014 Atmel Corporation.
maXTouch T SeriesDelivering Cutting-Edge Touch Sensing Technology
• Smartphones, phablets
• Mid-range tablets
• Tablets, Ultrabooks, notebooks and all-in-ones
Ultra-low-power single chip touchscreen controllers from 1.5” to 15.6”
8 © 2014 Atmel Corporation. 8
maXTouch
Industry leading touch performance
maXStylus
Award winning Active stylus
with no additional sensor layer required
Air-Gestures
Hover and proximity supportGlove Support
Technologies for maXTouch T Series
9 © 2014 Atmel Corporation.
Sensors Can Be:
• Mounted on curved surfaces
• Wrapped around the LCD
• Capacitive controls can be added on the side of the LCD as part of the sensor
XSense Enables New Industrial Designs
10 © 2014 Atmel Corporation. 10 © 2014 Atmel Corporation.
Industrial Control
Building Automation
HMI Panels
Retail
Lifestyle
Residential
Energy
Industrial
Healthcare
Patient Monitoring
Elderly Care
Smart Health
Telecare
Automotive
Fitness & Wellness
Wearable
Gaming
Connected TV/STB
Smart Meters
Data Collectors
Thermostats
Security
The Internet of Things Driving Smart Connected Devices
Car Access
Power Train
Safety
BUS Controller
White Goods
Smart Lighting
Home Automation
Alarm Systems
Automated Chores
“By 2020, there will be over 50
billion connected devices”
- Source: ABI Research, June 2013
11 © 2014 Atmel Corporation.
Internet of Things – Atmel System Solution Core Requirement Atmel Technology
Low-power system solutions
Complete range of processing coresARM Cortex M0+, M4 and A5 MPUs
Low-power MCU and MPU leadership
Processing flexibility from embedded MCU to MPU
solutions with OS
Low-power connectivityIndustry leading low power
Zigbee & WiFi Solutions
Sensor solutionsSensor hub solutions with industry's widest support
User interfacemaXTouch touchscreen solutions
and touch buttons with MCU integrated PTC
12 © 2014 Atmel Corporation. 12 © 2014 Atmel Corporation.
Automotive Systems
• Chassis, body, security, safety, power train applications
• Atmel AVR and ARM-based control devices
RF Solutions
• Remote keyless entry
• Passive entry go
• RFID
Synergistic with Microcontrollers
• Largest end market – over $5B
• Share technology and infrastructure
Automotive
© 2014 Atmel Corporation. 12
13 © 2014 Atmel Corporation. 13 © 2014 Atmel Corporation.
Home & Building Access
Industrial Controls
Smart Metering
Consumer Products
Memory – Crypto Authentication Devices
14 © 2014 Atmel Corporation. 14 © 2014 Atmel Corporation.
Strategy and Future Direction
Atmel – Leading Solutions Provider
• Provide peripheral products to the microcontrollers
• Create more complete microcontroller reference designs/platforms
• Increase silicon content and value-add with customers
MemoryLED Driver
Crypto Authentication Temperature Sensor
Analog Power Mgmt
Microcontroller
Connectivity
15 © 2014 Atmel Corporation.
Semiconductor Industry Challenges
Diverse market and device requirements for the different product groups.
Increasing design costs from growing product complexity.
Shortened product lifecycles and complex supply chains.
Multiple generations of application platform within a short time span.
Globally distributed manufacturing supply model with mix mode internal and external manufacturing requires an effective engineering collaboration platform.
Increasing investments required for operational process particularly masks for litho.
Collaborative SOC design management with IP vendors and foundry partners.
16 © 2014 Atmel Corporation.
Objectives of Atmel PLM implementation
• Improve R&D Yield by fostering innovation and managing design and R&D investments throughout the product lifecycle using a robust PLM platform.
• Improve the time to market for differentiating IP, devices and SOC.
• Maximize the reuse of silicon proven IP in designs.
• End to end traceability of market requirements to design and manufacturing.
• Integrate the supply chain partners into a secure collaboration network.
• Centralizing product record data by providing a single and complete version of the truth and improve enterprise master data integrity and quality.
17 © 2014 Atmel Corporation.
Semiconductor Product Lifecycle
Design Data Management
Design Project Portfolio
Management
Design To Manufacturing Management
New Product Introduction to
Volume Production
Design Registration and Requirements Management
• Management of IC Design data
• Unified hierarchical data repository to enable distributed development.
• Enable IP reuse and logical integration of design phases.
• Manage distributed design project portfolio.
• Enable collaboration between design teams and IP vendors.
• Optimize development costs and project schedules
• Streamline the BOM for manufacturing.
• Manage design rules, physical process and design kits.
• Engineering change control.
• Integrate design to manufacturing.
• Automate the phase-gate development process.
• Integrate the business process from marketing, design, product engineering, quality and manufacturing.
• Define key product requirements, features, configuration and performance metrics.
18 © 2014 Atmel Corporation.
Semiconductor Product Development Domains
Design Engineering
•Project and Portfolio Management
•Requirements, Traceability and Test
•Collaborative Design
•Verification and Validation
• IP Management
Product Engineering
•New Product Introduction
•Specification Management
• Issue, Defect and Change Management
Manufacturing Engineering
•Manufacturing Configuration
•Package Engineering and Simulation
•Yield Management
•Manufacturing Process Improvement.
19 © 2014 Atmel Corporation.
Overview – Product Dev/Mfg Process Flows
20 © 2014 Atmel Corporation.
Enovia PLM Capabilities Implemented @ Atmel
• Consistent product definition and physical part configurations
• Specifications to Requirements to Features to Products traceability
• Technology/Physical parts mapped to features – traceable to Product offering.
• Technology Management
• Manage qualifications for Locations with respect to process technologies
• Package Technology
• Process Flow based Package Engineering construct definition
• Management of Package Kits
• Bonding Diagrams qualifications for Products/Masks
• Rule Engine to model business process validations
• Platform for players in the ecosystem
• Provides view into the Process Network
• By extending the process network model to PLM, promotes design-for-manufacturing initiatives
• Sharing information with manufacturing partners
• Support for various IC configurations
• Multichip on Interposer
• Stacked Die
• Enhanced User Productivity
• Role based UI
• Autosuggest/Type Ahead
• Aggregation of multiple level information on one screen based on usage
21 © 2014 Atmel Corporation.
Enovia Semiconductor Specification Process
Package
Kit
Mask
Family
Mask
Set
Feature
s
Sales
Item
Unsort
ed
Wafer
Sorted
Wafer
Singulat
ed Die
Assembl
y Kit
Assem
bled
Part
Tested
Part
Binned
Part
Marked
Part
Finished
Goods
SortingBumpin
g
Singulat
ion
Asse
mbly
BinningMarkingFinal
Test
Bumped
Part
Produ
ct
Portfol
io
Projec
ts
Require
ments
Specifi
cations
Fabric
ation
Atmel implementation is based on the D2M semiconductor template from Dassault.
Effort to model the business process to utilize out of the box functionality with minimum customization.
Integration to downstream external systems was achieved using a partner integration framework.
Common integration methodology to convert Enovia object model to XML representation.
Lack of this integration capability in the platform is viewed as a gap.
22 © 2014 Atmel Corporation.
Engineers using multiple systems to do their job
Impact on productivity, slow to ramp new employees into the process
Multiple systems from different legacies to do similar tasks
Complexity and inconsistency, no training synergy
Antiquated technologies causing difficult and frustrated usage.
Poor architecture and tool design causing gaps or dual entry of data.
Lack of integration with other applications – data “gods” merge the data
Inflexibility of tools and antiquated procedures make acquisition integration painful.
Difficult to add new attributes, part types, and workflows
Limited “In-Application” reporting causing high dependence upon Data Warehouse tools, limiting
search and re-use
Product Data Management - Current
23 © 2014 Atmel Corporation.
PLM will centralize product development into a unified tool and process.
Improve productivity, reduce complexity and remove inconsistency
More reuse of data – less data maintenance, improve training on board time
Data created at the point of relevance by data owners instead of downstream master data team.
Acquiring information via search and reports will resolve data inconsistencies.
Improved visibility of the history of changes
Workflows for managing the product lifecycle with improved engineering change management.
PLM governance model
Easy to add new attributes, part types, and workflows
Ease of use semiconductor specific role based user interface.
Product Data Management - Future
24 © 2014 Atmel Corporation. 24 © 2014 Atmel Corporation.
Product Definition
Speed
Options24
Package Options
TQFP PLCC
PDIP
Microcontroller
s: Product Line
8051
Architecture:
Product Line
Flash ISP:
Product Line
AT89S8252:
Product
Temperature
Grade Options
Indust
rial
Grade
Comm
ercial
Grade
AT89S8252-
24AC: Product
Configuration
AT89S8252-
24JC: Product
Configuration
AT89S8252-
24PI: Product
Configuration
Product Line
Sub-Product Line
Options
Model
Package Options
Speed Options
Device Grade Options
Power Consumption
Product Configurati
onProduct
Atmel Product Structure Typical Semi Product Structure
25 © 2014 Atmel Corporation.
Current Part/BOM Management
SAP Representation
19552U11W: Unsorted
Wafer
19552U16P: Sorted Wafer
19552U16-AIXU11A: Assembled
Part?
19552U16-AIXU11T: Tested Part
19552U16-AIXU11F: Finished
Goods
AT898S252-24AU: CPN
Raw Wafer
IMS/Build Up
Package
19552:DieXYZ:Leadfr
ame
Package
Materials
PSF
19552U11W: Unsorted
Wafer
19552U16P: Sorted Wafer
Raw Wafer
19552:Die19552:Mask
Set
16.5K:Process
Technology
Unsorted Wafer
19552U16P: Sorted
Wafer
Assembled Part
Tested Part
Finished Goods
AT898S252-24AU: CPN
Assembly Kit
(Site Specific)Package
Kit (Site
Specific)
Marked
Part
Binned
Part
19552U:Die
Pkg
Material
Set (Site
Specific)
Leadframe
Bonding
Diagram
Tube/Tray/
Tape
Raw
Wafer
“S” Phase Part
G Phase
Wafer
Enovia Representation Multiple fragmented tools and systems
Atmel has over 9 systems to manage controlled documents only.
Different applications manage pieces of product definition
26 © 2014 Atmel Corporation. 26
Serus DFM (install, configuration, planning rollup)
System Landscape - Proposed
SMIC
FAB
CSO
BUMPSORTSpecs
TSPIC
AssemblySpecs
AIC
ATMPSpecs
AMKORShanghai
ATMPSpecs
TSTDirect
FTSpecs
PSF
YE WEB
ACE
GTE
GBI
PlanningBOMYields
Uniform ABI Generation for Front end and Back end (Serus Std Spec Format)
Dassault Systemes
Serus
SAP ERP Dassault PLM
PDM
Extract
Translate
Acabis/SJO
Atmel Staging DB
Atmel legacy PDM(s)
Atmel
Master
Data Exchange
HUB
MMBOM Extract
(Serus to provide Adaptor)
Serus StdFormat
Load
FT &CP Sort
SummaryTest
Results
MasterData &
EngineeringMaster
Data
Front end &Backend
SpecificationData
Responsibilities
LTS/WS
IMS
Eyelit
Build Up Inst
27 © 2014 Atmel Corporation.
Challenges with PLM implementation
Part Level Attribute complexity
Significant details captured in terms of attributes across BOM’s for all parts
Extend OOB attributes list to encompass Atmel product specific attributes for E-Bom and M-Bom characteristics.
Need to manage optional vs mandatory characteristics for parts at various stage of the lifecycle.
Non existing notion of Mask Set
The OOB relationship is Mask Family Mask Set Mask Layers
Processed Wafer can be made from one or more sets of Mask Layers and different set of masks can make the part.
Manufacturing execution Part number in PDM system
PLM implementation needs to manage MES level details making it a product repository for planning and execution.
Typically MES Part number is hosted in MES and is needed to manage inventory points and transactions.
Proliferation of Part Numbers to manage customer specific requirements through SL Codes.
This leads to a complex model and part explosion at Finished Good level.
Objective is to use the DS Variant model to simplify some of the SL code logic
Complexity of Managing diverse BU product lines with significantly different processes.
Complexity of managing Thin film touch products to Discrete and microcontrollers for multiple business units from Aerospace to defense/ITAR to medical etc.
28 © 2014 Atmel Corporation.
Managing Rollout for Business unit by Business unit – straddle between legacy/new
Harmonizing inconsistent business practice and tool usage by different Business units
Multiple fragmented tools and systems – none of them giving a complete and correct picture of Product master
data.
Straddle between legacy and goal state system - Managing Rollout for Business unit by Business unit
All downstream systems need to get a feed from Enovia as well as legacy systems and need to ensure the
same data is not authored in 2 different systems using a manual business process.
Go-live for major 2 programs using 2 different vendors - Design for Manufacturing and Product lifecycle
management at the same time.
Convert the role of SAP Material Master which is currently the System of Record for Product data will become a
Record of reference for Product Master data and will get its feed from PLM.
Complexity of managing Thin film touch products to discrete and microcontrollers for multiple business units from aerospace to defense/ITAR to medical etc.
How Atmel differs from Other Semi implementation
29 © 2014 Atmel Corporation.
How Atmel is going to benefit by PLMBusiness Benefits
Ability to commercialize and launch products globally and concurrently, improving the success rate of new product introductions.
With concurrent development activities and global tracking of progress and status, Atmel can analyze timeliness data, understand causes of delay and develop mitigation plans.
Identifying opportunities for product design and technology re-use
Product Data Management
Centralizing product data by providing a single version of the truth (Product Data Record)
Synchronizing and standardizing product content information
Improving master data integrity and quality (accuracy/timeliness)
Product governance and compliance
Reducing the amount of data negotiations during the new product introduction phase
Standardizing product data workflows and enabling cross-functional collaboration
Operational Effectiveness
Early visibility to supply chain for pre-production parts
Achieve Product quality and Operational metrics
Streamline manufacturing execution.
30 © 2014 Atmel Corporation.
© 2014 Atmel Corporation.
Atmel®, Atmel logo and combinations thereof, Enabling Unlimited Possibilities®, and others are registered trademarks or trademarks of Atmel Corporation or its subsidiaries. ARM®, ARM Connected® logo and others are the registered trademarks or trademarks of ARM Ltd. Other terms and product names may be the trademarks of others.
Disclaimer: The information in this document is provided in connection with Atmel products. No license, express or implied, by estoppel or otherwise, to any intellectual property right is granted by this document or in connection with the sale of Atmel products. EXCEPT AS SET FORTH IN THE ATMEL TERMS AND CONDITIONS OF SALES LOCATED ON THE ATMEL WEBSITE, ATMEL ASSUMES NO LIABILITY WHATSOEVER AND DISCLAIMS ANY EXPRESS, IMPLIED OR STATUTORY WARRANTY RELATING TO ITS PRODUCTS INCLUDING, BUT NOT LIMITED TO, THE IMPLIED WARRANTY OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE, OR NON-INFRINGEMENT. IN NO EVENT SHALL ATMEL BE LIABLE FOR ANY DIRECT, INDIRECT, CONSEQUENTIAL, PUNITIVE, SPECIAL OR INCIDENTAL DAMAGES (INCLUDING, WITHOUT LIMITATION, DAMAGES FOR LOSS AND PROFITS, BUSINESS INTERRUPTION, OR LOSS OF INFORMATION) ARISING OUT OF THE USE OR INABILITY TO USE THIS DOCUMENT, EVEN IF ATMEL HAS BEEN ADVISED OF THE POSSIBILITY OF SUCH DAMAGES. Atmel makes no representations or warranties with respect to the accuracy or completeness of the contents of this document and reserves the right to make changes to specifications and products descriptions at any time without notice. Atmel does not make any commitment to update the information contained herein. Unless specifically provided otherwise, Atmel products are not suitable for, and shall not be used in, automotive applications. Atmel products are not intended, authorized, or warranted for use as components in applications intended to support or sustain life. 11/12/2014Atmel - Q1 2014 Corporate Overview
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