2014 iot - marketing or real opportunity - atmel - jo uthus-slideshare
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© 2014 Atmel Corporation1
Internet Of Things Marketing or real opportunity
Jo UthusSr Director, System ApplicationsAtmel Corporation
2 © 2014 Atmel Corporation
Founded: 1995Location: Trondheim, NorwayEmployees: 200Subsidiary of Atmel Corporation (NASDAQ: ATML)
ATML revenue: $1.4Bn USD (2013)
About Atmel Norway
3 © 2014 Atmel Corporation
4 © 2014 Atmel Corporation
5 © 2014 Atmel Corporation
Atmel’s Microcontroller InnovationsDriving innovation since 1995
1995 1997
2004
2005
2007
20092010
2013
2012
1st Flash Microcontroller
1st Microcontroller with EEPROM
1st 8-bit RISC MCU for High-Level Language
1st Flash ARM7-based 32-bit Microcontroller
1st 100nA Microcontroller with RAM Retention
1st Flash 32-bit Microcontroller at 200MHz
1st Flash-based ARM9 Microcontroller
1st MCU with Configurable Event System
1st Cortex-M3 based MCU with High-Speed USB
1st with Industry’s Highest Memory Density Cortex-M4 MCU
1st Cortex-A5 based embedded Microprocessor
1st Cortex-M0+ MCU with PTC and SERCOM
Rev
enue
Time
6 © 2014 Atmel Corporation
Extraordinary Microcontroller Growth
$1000
$800
$600
$400
$200
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
$1200$1114M
$M
2012
$893M
7 © 2014 Atmel Corporation
1960 1970 1980 1990 2000 NEXT
Processing~2 Billion
Cellular~5 Billion
Internet~3 Billion
IoT50 Billion
ICDiscrete
50B Connected Devices by 2020
The Next Big Evolution: Intelligent Connectivity
8 © 2014 Atmel Corporation 04/12/2023
The Opportunity: Expected Market Acceleration for IOT
of World Wide Households will have Wi-Fi by 2016
- Strategy Analytics
42%
# of smart phone Subscriptions by 2018
- Ericsson Mobility Report, 6/2013
4.5B
Connected devices by 2020- ABI Research, 6/2013
>50B
of IoT Solutions will be provided by startups which are less than 3 years old by 2019 - Gartner
50%
Expected # of connected devices per household
- Atmel Estimate
~100
9 © 2014 Atmel Corporation
The Challenge: Piecing IoT technologies togetherFitness Band Smart Watch ThermostatSmart Detector
eMPU
Charging IC
ZigBee SoC
Nand Flash
Wi-Fi Module
DRAM
BT Module MCU
BT Transceiver
Chip Antenna
3-Axis Accelerator
MCU
MCU
BLE SoC
Accelerometer
Charger IC
MCU
ZigBee SoC
Sensor Hub MCU
Wi-Fi Module
10 © 2014 Atmel Corporation 04/12/202304/12/2023
Things Satellite
Cellular
Long Range Connectivity
Local Networks
Short Range Connectivity Long Range Connectivity
Gateways
To Win: Seamless Connectivity to the Cloud
11 © 2014 Atmel Corporation 04/12/2023
Satellite
Cellular
Long Range Connectivity
Local Networks
Short Range Connectivity Long Range Connectivity
Wireless Modem
MCU/MPU
Sensor
Wireless Modem
MCU /MPU
Sensor
Energysource
Wireless MCUSensor
Fitness band, Activity Tracker, Temp Sensor
Watches, Thermostat, Door Lock, Appliances
Smart City Infrastructures, Smart Metering
Light bulb, Key FOB
Wireless MCU
Wireless as a Standalone Solution
Wireless Enabling A Much Larger Value Proposition
Connected Devices
The Goal: Atmel at the Heart of Each IoT Node
Gateways
12 © 2014 Atmel Corporation
Internet of Things
The reality..
13 © 2014 Atmel Corporation
Philips Hue, RGBW Color MixATmega2564RFR2 + BitCloud 3.0
Lighting and home automation
14 © 2014 Atmel Corporation
Lighting and home automation
AT86RF233 + ZigBee Green PowerBatteryless/Energy Harvester
15 © 2014 Atmel Corporation 04/12/2023
Lighting and home automation
Lutron Wireless RemoteATmega2564RFR2Coincell powered
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Consumer, Wearables
Agent SmartwatchAtmel low-power MCU + BLE
17 © 2014 Atmel Corporation
Wearables, Health Monitoring
Amulyte PendantLow-power SAM4L, GPS, WiFi
18 © 2014 Atmel Corporation
Agriculture
Libelium SensorsAtmel MCU + RF6LowPan (IPv6 over 802.15.4)
Precision Agriculture Leaf wetness, fruit diameter
Irrigation Systems Soil moisture, leaf wetness
Greenhouses Weather Stations Anemometer, wind vane, pluviometer
19 © 2014 Atmel Corporation
Internet of Things
Opportunity to benefit for you..
20 © 2014 Atmel Corporation
of IoT Solutions will be provided by startups which are less than 3 years old by 2019 - Gartner
50%
22 © 2014 Atmel Corporation
Your opportunity – The ecosystem
BrandedSolution
Embedded Connectivity Vendor
UserConnectivity
- Remote UI experience- Provisioning Standards- Connectivity Standards
Cloud ServicesSolutions
Original Equipment Manufacturer
- CE Appliance- Energy management- Healthcare Wellness
23 © 2014 Atmel Corporation
BrandedSolution
Embedded Connectivity Vendor
UserConnectivity
- Remote UI experience- Provisioning Standards- Connectivity Standards
Cloud ServicesSolutions
Original Equipment Manufacturer
- CE Appliance- Energy management- Healthcare Wellness
Your opportunity – The ecosystem
24 © 2014 Atmel Corporation
BrandedSolution
Embedded Connectivity Vendor
UserConnectivity
- Remote UI experience- Provisioning Standards- Connectivity Standards
Cloud ServicesSolutions
Original Equipment Manufacturer
- CE Appliance- Energy management- Healthcare Wellness
Your opportunity – The ecosystem
25 © 2014 Atmel Corporation
BrandedSolution
Embedded Connectivity Vendor
UserConnectivity
- Remote UI experience- Provisioning Standards- Connectivity Standards
Cloud ServicesSolutions
Original Equipment Manufacturer
- CE Appliance- Energy management- Healthcare Wellness
Your opportunity – The ecosystem
26 © 2014 Atmel Corporation© 2014 Atmel Corporation26
© 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. Other terms and product names may be 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.
04/12/2023Select Insert > Header & Footer > Type Title in Footer field
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