Renesas Electronics America Inc.
© 2010 Renesas Electronics America Inc. All rights reserved.
Renesas Confidential
This presentation is for internal RTA sales training only. Under no circumstances should this information be
provided to customers or otherwise distributed outside of Renesas.
RTA is not be responsible for disclosures of the information contained in this presentation. The individual or entity making the disclosure will be solely responsible
for any damages or legal liability resulting there from.
Renesas Electronics America Inc.
© 2010 Renesas Electronics America Inc. All rights reserved.
Renesas Confidential
32-bit MCU Positioning,Fighting ARMSales Training
22 June 2010V 1.0
© 2010 Renesas Electronics America Inc. All rights reserved.3 Renesas Confidential
WiFiSH, RX, R8C
HIGH-END CONNECTIVITY
V850ES50MHz
SH-2A200MHz
78K010MHz
78K0R20MHz
R32C64MHz
R8C20MHz
M16C32MHz
V85020MHz
Application Focused Solutions
H8S/SX50MHz
SH-2A200MHz
8-b
it
16-b
it
32-b
it
Renesas MCU and MPU Solutions
32-b
it32
-bit
32-b
it
8-b
it
16-b
it
APPLICATION PROCESSOR
SH-3200MHz
SH-4240MHz
SH-4A600MHz32
-bit
32-b
it32
-bit
32-b
it32
-bit
32-b
it
16/3
2-b
it
Motor ControlSH, RX, R8C
Capacitive Touch
R8C
Industrial CANR8C, R32C, SH
Lighting78K0
RX600100MHz
RX600100MHz
TFT-LCD CONTROL
GENERAL PURPOSE
ULTRA-LOW POWER
© 2010 Renesas Electronics America Inc. All rights reserved.4 Renesas Confidential
REA 32-bit MCUs: Mainstream Line-Up for 10K
Key Points/Positioning Competition
Per
form
ance
Device
Up to 200MHz/400DMIPS, 32/64-bit FPUEthernet, CAN, USB H/D, LCDC, Audio
SH721x, 7262/64 • High-throughput Connectivity• Advanced HMI & Audio• High-end Motor Control• Real-time DSP
• High-end ARM9: TI OMAP• Actual DSPs: TI TMS320F • Fight ARM9/11 without need
for Linux/WinCE• High-end Cortex-M3 & M4
0 to 1MB Flash64KB-1MB SRAM
178 – 208 Pins
100MHz/165DMIPS, 32-bit FPUEthernet, CAN, USB H/D/OTG, DDLCD
RX610, 62N, 621, 62T • Digital Signal Controller• Mid-Range Connectivity• Advanced Motor Control• Mid-range HMI
• Any Flash Cortex-M3 & M4• STM32F (ST), LPC1700 (NXP)• LM3S[all] (TI)• Coldfire V2 (Freescale)• SAM3S, AVR32UC3A (Atmel)64 – 176 Pins
64KB- 2MB Flash8KB-128KB SRAM
20-32MHz/37-59DMIPSUltra Low Power(-L)
V850ES/Jx3, -L (w/ LPC)• Coin-Cell Powered Portable• Portable Medical Focus• Utility Metering
• Ultra low power• STM32L (ST)• LPC1300 (NXP), LM3S[low] (TI)• PIC24 (Microchip)• ATMega, AVR32UC3D/L (Atmel)64KB-1MB Flash
8KB-60KB SRAM40 - 144 Pins
48MHz/84DMIPSUSB Host/Device, ECC Flash
V850ES/Jx3-H, U (w/LPC)• Low-End Connectivity• Mid to Low-End Connectivity• -LPC for Portable Applications• Portable Medical Focus
16KB-512KB Flash8KB-56KB SRAM
40 - 128 Pins
• STM32F (ST), LPC1700 (NXP)• LM3S[all] (TI)• Coldfire V1/V2 (Freescale)• SAM3S, AVR32UC3B (Atmel)
© 2010 Renesas Electronics America Inc. All rights reserved.5 Renesas Confidential
100MHz/165DMIPS, 32-bit FPUNew: More CAN, Vbat, Lower Standby
RX630, 631, 63N
64 – 176 Pins64KB - 2MB Flash8KB-128KB SRAM
REA 32-bit MCUs: Near-Term Roadmap
Up to 200MHz/400DMIPS, 32/64-bit FPUEthernet, CAN, USB H/D, LCDC, Audio
SH721x, 7262/64
48MHz/84DMIPSUSB Host/Device, ECC Flash
V850ES/Jx3-H, U (w/LPC)
20-32MHz/37-59DMIPSUltra Low Power(-L)
V850ES/Jx3, -L (w/ LPC)
Per
form
ance
For 10K
0 to 1MB Flash64KB-1MB SRAM
178 – 208 Pins
100MHz/165DMIPS, 32-bit FPUEthernet, CAN, USB H/D/OTG, DDLCD
RX610, 62N, 621, 62T
64 – 176 Pins64KB- 2MB Flash8KB-128KB SRAM
64KB-1MB Flash8KB-60KB SRAM
40 - 144 Pins
16KB- 512KB Flash8KB- 56KB SRAM
40 - 128 Pins
New For 10S
50MHz/78DMIPS, RX CPU, no FPUUltra Low Power, Basic Peripherals
New: RX210
48 – 100 Pins256KB -512KB
Flash20KB-64KB SRAM
Primarily for Metering & WG
160MHz/320DMIPS, 32/64-bit FPUNew: Smaller Mem and Package
SH7239 (from 7216)
256KB–512KB Flash32KB-64KB SRAM
112 – 120 Pins
144MHz MHz/288DMIPS, 32/64-bit FPUNew: Larger SRAM, Smaller pkg
SH7266/67 (from 7262/64)
0KB Flash1.5 MB SRAM
144 – 176 Pins
50MHz/85DMIPSNew: Ethernet, Larger SRAM
V850ES/Jx3-E LPC
64KB-512KB Flash32KB-124KB SRAM
64 - 100 Pins
20MHz/37DMIPSNew: USB Device
V850ES/Jx3-L (USB)
384KB-512KB Flash32KB-40KB SRAM
100 - 121 Pins
© 2010 Renesas Electronics America Inc. All rights reserved.6 Renesas Confidential
Selection by Power Consumption
Active: All Periph On, Typ
High Frequency:• ~ 1.55 mA/MHz• ~ 770 uA/DMIP
Up to 200MHz/400DMIPS, 32/64-bit FPUEthernet, CAN, USB H/D, LCDC, Audio
SH721x, 7262/64
100MHz/165DMIPS, 32-bit FPUEthernet, CAN, USB H/D/OTG, DDLCD
RX610, 62N, 621, 62T
50MHz/84DMIPSUSB Host/Device, ECC Flash
V850ES/Jx3-H, U (w/LPC)
20-32MHz/37-59DMIPSUltra Low Power(-L)
V850ES/Jx3, -L (w/ LPC)
Device
0 to 1MB Flash64KB-1MB SRAM
178 – 208 Pins
64 – 176 Pins64KB- 2MB Flash8KB-128KB SRAM
64KB-1MB Flash8KB-60KB SRAM
40 - 144 Pins
16KB-512KB Flash8KB-56KB SRAM
40 - 128 Pins
High Frequency:• ~ 530 uA/MHz• ~ 320 uA/DMIPLow Frequency (<8MHz)• ~ 750 uA/MHz
• ~ 450 uA/DMIP
• 80 uA
• RX63x: 20uA (SRAM Retain)
• RX62x: 44uA (SRAM Retain)
• 10uA (SRAM Retain)
• 12uA (RTC + SRAM Retain)
• 1.5uA (SRAM retain)
• N/A
• RX63x: 2.5uA (RTC only)
• RX63x: 3.3uA RTC Auto Wake-up)
• RX62x: 21 uA
• N/A
• 1uA
Standby or Stop Lowest RTC Backup
All Frequencies:• ~ 0.60 mA/MHz• ~320 uA/DMIP
High Frequency:• ~ 1.1 mA/MHz• ~ 640 uA/DMIP
STM32F (512KB) =
570uA/DMIP
STM32F (512KB) =
3.5 uA
STM32F (512KB) =
720uA/DMIP
© 2010 Renesas Electronics America Inc. All rights reserved.7 Renesas Confidential
Selection by SolutionFREE SW Third Parties
CMXExpress LogicFreeRTOS.orgMicriumMicro DigitalSeggerSwellJungo
Kits
• TCP/IP• CAN• USB Host & Device• TFT-LCD Graphics• DSP Library• Motor Control• ADPCM, MP3 (paid)
Demos
• RSK• RDK• Micrium Book
• Motor Control• IEEE1588• Graphics/Video• WiFi
CMXFreeRTOS.orgMicriumSeggerSwell
• TCP/IP• CAN• USB Host & Device• TFT-LCD Graphics• DSP Library• Motor Control
Algos
• RSK• RDK• Micrium Book
• Motor Control• Connectivity• IEEE1588• TFT-LCD • WiFi
Re-Sell• ZigBee Pro
Third Party• Segger• CMX
• ADPCM voice Encode/Decode
• USB drivers• TCP/IP• Web server
example
• USB Fn SK• USB Host SK• Ethernet SK
• Separate DK for each device family
Re-Sell• ZigBee Pro
Third Party• Segger• CMX
• ADPCM voice Encode/Decode
• TFT SK (Jx3)• ZigBee SK
(Jx3)
• Separate DK for each device family
• Meter Reference Demo (Jx3)
• Motor Control Evaluation System (Ixx)
Up to 200MHz/400DMIPS, 32/64-bit FPUEthernet, CAN, USB H/D, LCDC, Audio
SH721x, 7262/64
100MHz/165DMIPS, 32-bit FPUEthernet, CAN, USB H/D/OTG, DDLCD
RX610, 62N, 621, 62T
50MHz/84DMIPSEthernet, USB H/D, ECC Flash
V850ES/Jx3-H, U, E (w/LPC)
20-32MHz/37-59DMIPSUltra Low Power(-L)
V850ES/Jx3, -L (w/ LPC)
Device
0 to 1MB Flash64KB-1MB SRAM
178 – 208 Pins
64 – 176 Pins64KB- 2MB Flash8KB-128KB SRAM
64KB-1MB Flash8KB-60KB SRAM
40 - 144 Pins
16KB-512KB Flash8KB-128KB SRAM
40 - 144 Pins
• USB Fn SK• USB Host SK• Ethernet SK
• Separate DK for each device family
© 2010 Renesas Electronics America Inc. All rights reserved.8 Renesas Confidential
Up to 200MHz/400DMIPS, 32/64-bit FPUEthernet, CAN, USB H/D, LCDC, Audio
SH721x, 7262/64
Device
0 to 1MB Flash64KB-1MB SRAM
178 – 208 Pins
10K Resale $15$5 $10
$6.50 to $18.10
20-32MHz/37-59DMIPSUltra Low Power(-L)
V850ES/Jx3, -L (w/ LPC)
64KB-1MB Flash8KB-60KB SRAM
40 - 144 Pins$2.44 to $5.99
$6.67 to $11.04
LP GP
50MHz/84DMIPSEthernet, USB H/D, ECC Flash
V850ES/Jx3-H, U, E (w/LPC)
16KB-512KB Flash8KB-124KB SRAM
40 - 144 Pins $4.04 to $9.14
$?.?? to $13.63
USB Ethernet
100MHz/165DMIPS, 32-bit FPUEthernet, CAN, USB H/D/OTG, DDLCD
RX610, 62N, 621, 62T
64 – 176 Pins64KB- 2MB Flash8KB-128KB SRAM
$5.86 to $9.33GP, Big Mem
$3.65 to $6.38
USB, E-NET
Current 10Ku Suggested Resale
$2
640KB RAM, 176p
144MHz
1MB, 176p 200MHz
16KB, 40p V850-Jx3-L
512KB, 100p V850-Jx3-L
384KB, 100p V850-Jx3
1MB, 144p V850-Jx3
16KB, 40p V850-Jx3-H
512KB, 128p V850-Jx3-H
64KB, 64p V850-Jx3-E
512KB, 128p V850-Jx3-E
64KB, 64p RX62T
2MB, 176p RX610
768KB, 144p RX610
512KB, 176p RX62N
© 2010 Renesas Electronics America Inc. All rights reserved.10 Renesas Confidential
RX Pricing Snapshot, 10K Resale
RX621USB (Host/Device),
CAN
$4.92 $4.92 256K, 100p 256K, 100p STM32F105STM32F105
$4.10’s* $4.10’s* 256K, 100p 256K, 100p
RX621RX621
RX62NEthernet, USB (Host/Dev)
CAN
$6.51 $6.51 512K, 144p 512K, 144p STM32F103STM32F103
$6.10’s $6.10’s 512K, 144p 512K, 144p
RX62NRX62N
RX610Basic Peripherals
(Same as H8SX/1645)
$5.88 $5.88 512K, 144p 512K, 144p STM32F101STM32F101
$5.86 $5.86 768K, 144p 768K, 144p
RX610RX610128KB SRAM !128KB SRAM !
© 2010 Renesas Electronics America Inc. All rights reserved.11 Renesas Confidential
Cortex Proliferation
CortexM3 MCUs Expand
– In addition to usual suspects: ST, Atmel, NXP, TI (Luminary)
– More recent or less known: Cypress (PSoC-5), Toshiba, Energy Micro
ARM announces CortexM4 with FPU and MAC like RX600
– ST, NXP, TI announced they will use CortexM4 in MCUs
– NXP showed 1st working silicon at ESC-SanJose, claiming 150MHz (188DMIPS)
ST rolls out STM32L at 230uA/MHz active, 290 uA standby
NXP pushing CortexM0-based MCUs targeting $1.00 and small packages (2x2mm)
Non-Cortex News
Atmel announces new AVR32UC3L at 165 uA/MHz active, 9nA standby
Microchip announces PIC24 with TFT-LCD controller, OTG, and cap-touch
Freescale announces 90nm Coldfire V1/V2’s. 16b ADC, 150uA/MHz, 500nA standby, 4us wake
Competitive Landscape
© 2010 Renesas Electronics America Inc. All rights reserved.12 Renesas Confidential
ARM Momentum: EE Times Survey
34%
26%
23%
22%
20%
18%
15%
12%
9%
8%
8%
7%
6%
5%
5%
4%
3%
3%
3%
28%
21%
28%
25%
21%
19%
13%
12%
9%
8%
8%
8%
8%
5%
6%
4%
3%
4%
2%
ARM (any vendor)
Texas Instruments
Freescale
Microchip
Atmel
Intel
Xilinx
PowerPC
Altera
Analog Devices
Philips/NXP
STMicro
AMD
Cypress
Renesas
MIPS
Actel
Silicon Labs
Marvell
2010 (N = 1,361)
2009 (N = 1,412)
45%
34%
28%
23%
23%
22%
17%
13%
12%
12%
12%
11%
8%
7%
7%
6%
5%
5%
4%
4%
4%
43%
30%
33%
27%
24%
21%
18%
14%
13%
12%
12%
10%
8%
6%
8%
9%
6%
7%
5%
4%
3%
ARM (any vendor)
Texas Instruments
Freescale
Microchip
Atmel
Intel
Xilinx
PowerPC
Altera
Philips/NXP
STMicro
Analog Devices
Cypress
Luminary Micro
AMD
Renesas
MIPS
Silicon Labs
Actel
National Semiconductor
Marvell
2010 (N = 1212)
2009 (N = 1293)
Please select the processor vendors you are considering using on your next project.Please select the processor vendors you are currently using.
ARM is definitely gaining the momentum
TI is also gaining momentum as a processor of choice
© 2010 Renesas Electronics America Inc. All rights reserved.13 Renesas Confidential© 2010 Renesas Electronics America Inc. All rights reserved.13
ARM Momentum
ARM is not the one competitor. We are fighting against a
group of ARM vendors
Eco-SystemEco-System
Aggressive PriceAggressive Price
Better IntegrationBetter Integration
Common ToolsCommon Tools
© 2010 Renesas Electronics America Inc. All rights reserved.14 Renesas Confidential© 2010 Renesas Electronics America Inc. All rights reserved.14
ARM Momentum – REA Strategy
RX600, SH2A capable to counter Cortex-M3 and M4
Competition: STM32, LPC, SAM3, LMS3
RX-DDLCD and SH7262 can meet majorty of applications Product GAP for MMU based solution
RX and SH2A capable to counter Cortex and ARM9
Competition: STM32, LPC, SAM3, LMS3
V850ES and K0R are the best solution
Competition: STM32, NXP-M0
Performance
Graphic
Low pin countLow power
Connectivity
Position technology/solution as supposed to product line itself Position technology/solution as supposed to product line itself
© 2010 Renesas Electronics America Inc. All rights reserved.15 Renesas Confidential
Dynamics of 32-bit world: EE Times AnalysisMy current embedded project's main processor is a:
70%
50%
38%
33%
33%
32%
28%
25%
14%
14%
13%
7%
71%
50%
44%
28%
34%
28%
33%
25%
14%
14%
12%
9%
74%
53%
41%
32%
34%
30%
28%
25%
12%
12%
14%
8%
76%
50%
41%
30%
34%
31%
33%
21%
14%
14%
12%
10%
Software development tools available
The chip's performance
The chip's cost
Available middleware, drivers, existing code
The operating systems it supports
HW development tools available
The on-chip I/O or peripherals
The chip's power consumption
Chip family's future growth path
Familiarity w/ architecture/chip family
The supplier's reputation
The processor’s debug support
2010 (N = 1,497)2009 (N = 1,521)2008 (N = 1,056)2007 (N = 932)
What are the most important factors in choosing a processor? What were your reasons for switching processors?
My current embedded project's main processor clock rate is:
© 2010 Renesas Electronics America Inc. All rights reserved.16 Renesas Confidential
Reason To Choose New Processor
45% 43%
13%
48%41%
10%
36%
57%
7%
34%
59%
8%
The chip itself The ecosystem surroundingthe chip (software, tools,
support, etc.)
The chip's supplier/vendor
2010 (N = 1,501) 2009 (N = 1,530) 2008 (N = 1,056) 2007 (N = 928)
What’s most important when choosing a microprocessor?
Renesas provides better features and performance and
Renesas will enhance the eco-system (outside of Japan)
There’ s no reason why can’t we protect and grow our market share despite ARM’s momentum in the embedded world.
What were your reasons for switching processors?
47%
31%
26%
18%
17%
14%
9%
8%
4%
44%
33%
26%
18%
16%
14%
10%
5%
4%
42%
34%
23%
17%
17%
17%
9%
6%
3%
43%
35%
24%
16%
17%
16%
12%
5%
2%
50%
35%
31%
21%
18%
18%
12%
6%
4%
New processor had better features
Previous processor too slow
New processor had better future growthpath
Not my choice/processor chosen for me
New processor had better SW/dev tools
Previous processor no longer available
Previous processor too expensive
Previous processor didn’t meetthermal/power req.
Unhappy with previous processor'ssupplier
2010 (N = 783)2009 (N = 789)2008 (N = 549)2007 (N = 541)2006 (N = 452)
© 2010 Renesas Electronics America Inc. All rights reserved.17 Renesas Confidential
Importance of Legacy code base
11
84
1721
11
78
4 7
15
73
48
12
78
4 6
14
78
17
24
0
10
20
30
40
50
60
70
80
90
No, all newsoftware, no code
reuse
Yes, reused codedeveloped in-house
Yes, reusedpurchased code
Yes, reused open-source, shareware
code
2010 (N = 1,540)2009 (N = 1,534)2008 (N = 1,068)2007 (N = 1,012)2006 (N = 1,012)
Does your current project reuse code from a previous embedded project?
With 30% market share, we have a large legacy code base With 30% market share, we have a large legacy code base
60%
20%
6%
3%
3%
2%
2%
1%
1%
3%
62%
24%
5%
2%
1%
1%
2%
%
3%
60%
25%
5%
2%
1%
1%
1%
0%
4%
63%
22%
7%
1%
2%
1%
1%
0%
4%
51%
30%
8%
3%
3%
2%
1%
5%
C
C++
Assembly language
Java
.NET
UML, MatLab, or like
LabView
BASIC
XML
Other
2010 (N = 1,542)2009 (N = 1,533)2008 (N = 1,074)2007 (N = 1,011)2006 (N = 1,043)
My current embedded project is programmed mostly in:
Majority of code is written in C/C++, they can Migrate from our legacy architecture to RXMajority of code is written in C/C++, they can Migrate from our legacy architecture to RX
The RPDL and PDG are very importantThe RPDL and PDG are very important
© 2010 Renesas Electronics America Inc. All rights reserved.18 Renesas Confidential
ARM Processor Core Families
Performance
Frequently encountered in Industrial Segment
© 2010 Renesas Electronics America Inc. All rights reserved.19 Renesas Confidential
Typical ARM Processor Competitors • Cortex-M3 offers more performance than ARM7 – still less than RX, V850
& SuperH
• Cortex-M3 offers more performance than ARM7 – still less than RX, V850
& SuperH
© 2010 Renesas Electronics America Inc. All rights reserved.20 Renesas Confidential
General Positioning Strategy
RX600
SH-2A
RX600
V850
RX600
SH-2A
V850
V850
© 2010 Renesas Electronics America Inc. All rights reserved.21 Renesas Confidential
How do customers select processors, anyway?
Customers want EASY Solutions that WORK, for
the lowest COST
Architecture is not at the top
Probe customers to
learn the real reasons
for selecting ARM and
highlight our strengths
Probe customers to
learn the real reasons
for selecting ARM and
highlight our strengths
© 2010 Renesas Electronics America Inc. All rights reserved.22 Renesas Confidential
Typical Reasons why customers might consider ARM
1. Want to reuse existing SW & Tools Investment in ARM
2. Believe that ARM offers a wide range of product choices and options
3. Prefer MCUs with broad ecosystem
4. Require high integration and believes that ARM Cortex-M3-based MCUs are the answer
5. Require higher performance and believes that ARM Cortex-M3 core is the answer
6. Need low power
© 2010 Renesas Electronics America Inc. All rights reserved.23 Renesas Confidential
Customer wants to reuse existing SW & Tools Investment in ARM
Reality: Renesas offers low cost tools, Free & Commercial SW resources to
facilitate easy migration Renesas HEW IDE can significantly shorten the learning time One-stop Tools by Renesas reduces time-to-market
Reason #1: SW & Tools Investment
© 2010 Renesas Electronics America Inc. All rights reserved.24 Renesas Confidential
It is easy (and lower cost) to get started with Renesas
VendorStarter Kit with
DebuggerCompiler / IDE
LicenseTotal Cost
Renesas (R32C) $225 $1230 $1455
Renesas (RX) $250 $1300 $1550
Renesas (SH) $585 $2025 $2610
IAR (ARM) $256 $6143* $6399
Keil (ARM) $163 $4895* $5058
Compiler VendorFull Function
Evaluation PeriodCode Size After
Eval Period
Renesas (SH) 60 days 256KB
Renesas (RX) 60 days 128KB
Renesas (R32C) 60 days 64KB
IAR (ARM) 30 days 32KB
Keil (ARM) 30 days 32KB
Generous evaluation terms
Lower Cost than ARM Vendors
•Standard licenses•Digikey.com
Renesas eval compilers
can be used in production
Renesas tools cost
less & offer
generous eval terms
Renesas tools cost
less & offer
generous eval terms
© 2010 Renesas Electronics America Inc. All rights reserved.25 Renesas Confidential
Reuse SW & Jump start the development
HEW ANSI C compliers can compile majority of ARM SW written in ‘C’ with no or minimal change
Jump start peripheral driver development RX has RPDL peripheral library and PDG
Quickly recreate functionality using Renesas example applications & library Audio, Motor Control, Graphics, File System, CAN, TCP/IP
Renesas is supported by the Leading Third Parties as well RTOS & Middleware offer seamless migration
• Customers can reuse majority of ‘C’ code
• Renesas makes it easy to develop HW-specific code
• SW based on Third Party code requires the least engineering effort
• Customers can reuse majority of ‘C’ code
• Renesas makes it easy to develop HW-specific code
• SW based on Third Party code requires the least engineering effort
© 2010 Renesas Electronics America Inc. All rights reserved.26 Renesas Confidential
Shorten Learning Curve with HEW
SW Engineers are familiar with “Microsoft Visual Studio” Paradigm Advanced features reduces TTM
Automate Test & Board Simulation using built-in Script extension Build custom automation control using HEW Target Server Auto Updater for Tools & Documents
Project
Editor
Output
Menu & Toolbars
Debug Windows • SW Engineers are emotionally attached to their Editor & IDE
• HEW provides familiar interface & features
• SW Engineers are emotionally attached to their Editor & IDE
• HEW provides familiar interface & features
© 2010 Renesas Electronics America Inc. All rights reserved.27 Renesas Confidential
One-stop Tools reduces TTM
Streamlined, Single Point of Contact – No “Finger pointing”
Tools & Silicon Design Synergy Tool Designers have direct access to Design Engineers & vice-versa Result: Optimized, Full Coverage Tools
ONESTOPSHOP!
• Most ARM customers must have experienced “finger-pointing”
• Leverage our one-stop shop proposition
• Most ARM customers must have experienced “finger-pointing”
• Leverage our one-stop shop proposition
© 2010 Renesas Electronics America Inc. All rights reserved.28 Renesas Confidential
Pop Quiz
What is evaluation period of Renesas Compiler? 60 Days
A potential SH customer requires about 128KB of program memory. How much will the compiler cost to him? $0
Customer reports that he has significant SW investment in ARM. How would you sell through his objection? Reduced SW migration with Renesas ANSI ‘C’ compiler Lower switching cost - Renesas offers lower cost tools than ARM Third Party SW migrates seamlessly - Renesas is supported by
leading Third Party Vendors Reduce TTM with one-stop tool solutions from Renesas
© 2010 Renesas Electronics America Inc. All rights reserved.29 Renesas Confidential
Customer believes only ARM offers wide range of product options & he can easily move across multiple ARM vendors
[Possible Underlying Reasons] Worried about product obsolescence Don’t want to get stuck paying high prices for proprietary cores
Reality: Renesas MCU portfolio offers a wide range of options, optimized for
specific applications Renesas has a history of long product life & customer-friendly
obsolescence policy– ARM makes $ only when selling new cores! Look at ARM7 to Cortex!
ARM core alone does not make migration easier – majority of the migration depends on Tools, Peripheral Architecture & Electrical Specifications
- By design, ARM vendors differentiate themselves by having DIFFERENT peripherals. No easy migration from vendor to vendor
- Majority of code is peripheral related in many embedded designs
Reason #2: More product options with ARM
This is a Myth primarily among Managers & above
This is a Myth primarily among Managers & above
© 2010 Renesas Electronics America Inc. All rights reserved.30 Renesas Confidential
Renesas offers long product life & continuous enhancements
1993 1995 2000 2008
SH-1SH-1
SH-4ASH-4A
SH-2ASH-2A
Digital Audio, Automotive, Industrial, Consumer, Embedded microcontroller
Mobile, CIS, Industrial, Network, Digital AV Embedded processor
SH-2SH-2
SH-3SH-3
Without MMU
SH-4SH-4With MMU
Dual Core
Dual CoreSH-1 (SH7034)
is still in production
Renesas offers up to 20 years of product life Renesas has a history of continuous enhancements to its core
© 2010 Renesas Electronics America Inc. All rights reserved.31 Renesas Confidential
Renesas provides a range of processor choices
More memory options than any one ARM MCU vendor
RX600 is on platform design and manufacturing, new products every 6 months to meet market needs
SuperH MCUs – 50 to 200MHz Superscalar48- to 176-pin
16KB/4KB to 1MB/128KB Flash/RAM, Up to 32KB Data FlashEthernet, USB, CAN, Motor Control Timers
RX MCUs – 100MHz64- to 176-pin Sampling Now
64/8KB to 2MB/128KB Flash/RAM, Up to 32KB Data Flash
V850 MCUs – 20 to 48MHz40- to 144-pin
16/8KB to 512MB/124KB Flash/RAM
SH, RX & V850 offer more performance-, price- & feature- optimal parts than ARM
SH, RX & V850 offer more performance-, price- & feature- optimal parts than ARM
RX600
SH-2A
V850
© 2010 Renesas Electronics America Inc. All rights reserved.32 Renesas Confidential
Migrating among Renesas v. ARM MCUs
Key Information: 1. Core is a very small part of the overall SW migration2. Peripherals & SW Tools are key determinants
R32C, RX & SH share more peripherals than ARM-based MCUs do from different vendors Result
– Shortened learning curve– SW Migration is easier & quicker– HW changes are streamlined
ARM-based MCUs from different vendors have drastically different peripheral architectures* Result
– Steep learning curve– Significant effort for SW & HW changes– Will require new Third Party SW licenses for another vendor’s ARM MCU
* Renesas’ internal assessment of typical peripheral architectures of MCUs from STM, Atmel, & NXP. 8/24/09
It is easier to migrate within Renesas MCUs than ARM MCUs from different vendors
It is easier to migrate within Renesas MCUs than ARM MCUs from different vendors
© 2010 Renesas Electronics America Inc. All rights reserved.33 Renesas Confidential
Also available with RX opportunities
Renesas + Micrium promotion makes the switch easier
© 2010 Renesas Electronics America Inc. All rights reserved.34 Renesas Confidential
Pop Quiz
What are the smallest and largest Flash Memory options across V850, RX and SH families? 16KB & 2MB Flash
How does migration among Renesas MCUs differ from ARM MCUs? Renesas MCUs use similar peripheral architecture philosophy, as
a result simplifies migration among Renesas MCUs is simpler & quicker than ARM MCUs
What does Micrium promotion offer? FREE RTOS & 50% off on Middleware
© 2010 Renesas Electronics America Inc. All rights reserved.35 Renesas Confidential
Reason #3 Customer prefers MCU with broad ecosystem
Reality Renesas does not have as broad ecosystem as ARM But Renesas does have support of top Third Party vendors that majority
of customers prefer HEW Tools (IDE, Compiler, Debugger) are comparable to top ARM tools
Reason #3: ARM Ecosystem
© 2010 Renesas Electronics America Inc. All rights reserved.36 Renesas Confidential
Third Party RTOS Support
Renesas Ecosystem is not as broad as ARM, BUT Renesas is supported by top non-MMU RTOS & SW vendors that
customers do care
All remaining are Linux or MMU-based high-
end OS (except Keil and eCos)
Renesas MCUs are supported by top micro-kernel vendors
Renesas MCUs are supported by top micro-kernel vendors
© 2010 Renesas Electronics America Inc. All rights reserved.37 Renesas Confidential
Renesas Third Party Ecosystem
KPIT GNU Tools
© 2010 Renesas Electronics America Inc. All rights reserved.38 Renesas Confidential
Renesas Resources
Online Design Community
Tool downloads,
e-mail alerts, and more
Online Training.com
RX Blog
© 2010 Renesas Electronics America Inc. All rights reserved.39 Renesas Confidential
FREE Sample Code & Libraries
Motor Control
TCP/IP
Graphics
PCM AudioDSP Library
Free Downloads
Software LibraryFind something useful among our1,000+ FREE sample codes
© 2010 Renesas Electronics America Inc. All rights reserved.40 Renesas Confidential
Reason #4 Customer requires high integration and believes that ARM
Cortex-M3-based MCUs are the answer
Reality Rich peripheral sets in SH-2A, RX600, and V850
– USB, Ethernet, CAN, I2S, TFT-LCD, Motor, etc Many system features built into RX600 and V850
– RTC, POR/LVD, OCO, Clock Monitor, Opamps, etc SDRAM interface on SH-2A and RX600
– Very rare among Flash ARM MCUs RX600 rolls out new devices every 6 months
Reason #4: High Integration
© 2010 Renesas Electronics America Inc. All rights reserved.41 Renesas Confidential
Ethernet, USB, CAN & Other FeaturesV850 SH MCU RX
Ethernet X X X
USB Host X X
USB Device X X X
CAN X X X
FPU X X
12-bit ADC X X
Data Flash X X
SDRAM X X
Motor Timers X X X
Real Time Clock
X X
LCD Drive X
DMA X X X
DAC X X
A quick reference of what features are available in what part
A quick reference of what features are available in what part
© 2010 Renesas Electronics America Inc. All rights reserved.42 Renesas Confidential
Pop Quiz
Customer needs 1MB flash in 50 DMIP range. What family would you promote? V850
What is one feature that none of the Cortex-M3 MCUs offer? FPU… CortexM4 is coming but we have 6 to 9 month lead
Customer needs USB Host functionality. What families would you promote? RX or V850
© 2010 Renesas Electronics America Inc. All rights reserved.43 Renesas Confidential
Customer requires higher performance and believes that ARM Cortex-M3-based MCUs are the answer ARM markets Cortex-M3 as a higher performing core than
ARM7TDMI1
Reality SH-2A, RX, and V850 offer much higher performance than any
ARM Flash MCUs From product training you’ve seen the numbers
– High DMIPS/MHz– No-wait Flash at 100MHz– Hardware FPU and MAC
Source as of 12/2/09:1. Cortex-M3, ARM7TDMI: An Introduction to ARM Cortex-M3 Processor. http://www.arm.com/pdfs/IntroToCortex-M3.pdf
Reason #5: High Performance
© 2010 Renesas Electronics America Inc. All rights reserved.44 Renesas Confidential
Pop Quiz
What are Renesas’ unique advantages over all of ARM vendors? Higher Performance, Fast Flash & FPU
Customer says that STM32, an Cortex-M3 MCU, offers very fast interrupt response. What should be your response? SH, RX, V850 offer much faster interrupt response than Cortex-M3 SH = 9 cycles, RX = 5 cycles, V850 = 4 cycles
What are the two key advantages of FPU? Accelerates and simplifies Floating Point math
© 2010 Renesas Electronics America Inc. All rights reserved.45 Renesas Confidential
Customer needs low power MCU & believes that STM32 and other Cortex-M3 based MCUs will meet their needs
Reality RX and V850 beat mainstream STM32F devices V850 rivals new STM32L for low active and standby power V850-Jx4 and RX200 coming 1H2011 to further improve power Renesas typically wins mW/DMIP argument against ARM SH-2A beats ARM9 in mW/DMIP at high-speed
Reason #6: Low Power
© 2010 Renesas Electronics America Inc. All rights reserved.46 Renesas Confidential
Selection by Power Consumption
Active: All Periph On, Typ
High Frequency:• ~ 1.55 mA/MHz• ~ 770 uA/DMIP
Up to 200MHz/400DMIPS, 32/64-bit FPUEthernet, CAN, USB H/D, LCDC, Audio
SH721x, 7262/64
100MHz/165DMIPS, 32-bit FPUEthernet, CAN, USB H/D/OTG, DDLCD
RX610, 62N, 621, 62T
50MHz/84DMIPSUSB Host/Device, ECC Flash
V850ES/Jx3-H, U (w/LPC)
20-32MHz/37-59DMIPSUltra Low Power(-L)
V850ES/Jx3, -L (w/ LPC)
Device
0 to 1MB Flash64KB-1MB SRAM
178 – 208 Pins
64 – 176 Pins64KB- 2MB Flash8KB-128KB SRAM
64KB-1MB Flash8KB-60KB SRAM
40 - 144 Pins
16KB-512KB Flash8KB-56KB SRAM
40 - 128 Pins
High Frequency:• ~ 530 uA/MHz• ~ 320 uA/DMIPLow Frequency (<8MHz)• ~ 750 uA/MHz
• ~ 450 uA/DMIP
• 80 uA
• RX63x: 20uA (SRAM Retain)
• RX62x: 44uA (SRAM Retain)
• 10uA (SRAM Retain)
• 12uA (RTC + SRAM Retain)
• 1.5uA (SRAM retain)
• N/A
• RX63x: 2.5uA (RTC only)
• RX63x: 3.3uA RTC Auto Wake-up)
• RX62x: 21 uA
• N/A
• 1uA
Standby or Stop Lowest RTC Backup
All Frequencies:• ~ 0.60 mA/MHz• ~320 uA/DMIP
High Frequency:• ~ 1.1 mA/MHz• ~ 640 uA/DMIP
STM32F (512KB) =
570uA/DMIP
STM32F (512KB) =
3.5 uA
STM32F (512KB) =
720uA/DMIP
© 2010 Renesas Electronics America Inc. All rights reserved.47 Renesas Confidential
RX Weapons Against Cortex
Ahead of CortexM4Digital Signal Controller
Here and NowWe lead by 6 Months
with FPU and MAC
RX CPU CoreMore DMIPS/MHz
Plus FPU, MAC, Mul/Div5-clock Interrupt
Future-Proof CPU BaseMemory Technology100MHz Mature Flash
65nm Very SoonWidest Range (to 2M)No Outsourced Fab
Platform BasisNew Products @ 6 month
Anticipate MarketRapid Market ResponseWide Peripheral Choice
Largest W/W Reach1 of 3 MCUs w/w is Renesas
- Leverage of Immense Design and Manufacturing Resources
Ecosystem*Lowest Cost/Best ToolsBest Website-Self Serve
All Major 3rd Parties- Remove All Barriers -
* By 1Q2011
© 2010 Renesas Electronics America Inc. All rights reserved.48 Renesas Confidential
Thank you