key components of mobile device -...

Key Components of Mobile Device -A whole new Era for eMMC-

Sean YangJune 5th , 2014

Memory and Storage Division

June, 2014 |ALL RIGHTS RESERVED. REPRODUCTION PROHIBITED WITHOUT WRITTEN PERMISSION.

0%

20%

40%

60%

80%

100%

2009 2010 2011 2012 2013 2014E

Unit: 2GB M equiv.Demand Bit Volume

Handset

Tablet

Demand by Application

0

5,000

10,000

15,000

20,000

25,000

30,000

2009 2010 2011 2012 2013 2014E

� NAND demand momentum continued with strong mobile and enterprise applications. � Smartphone and tablet consumption has been dominated over past 4 years.

NAND Demand Outlook: Majority from Mobile Device

Source: DRAMeXchange,June2014


0

500

1,000

1,500

2,000

2,500

2010 2011 2012 2013 2014

Smartphone

Unit: Million

0

5,000

10,000

15,000

20,000

25,000

30,000

2011 2012 2013 2014E

-Total NAND Demand --eMMC Demand-

Unit: 2GB M equiv.

10%16%

23%

25%

eMMC Consumption(%)

� eMMC market grows along with solid mobile devices.

eMMC Market Overview-1

280460

680

930

1,200

WW Handset

0

100

200

300

2010 2011 2012 2013 2014E

Tablet_non iPad

Unit: MillionWW Tablet

1 1640

120150



Consumption by Application eMMC Shipment by Density

eMMC Market Overview-2

0%

20%

40%

60%

80%

100%

Smartphone Media TabletE-Reader Other Applications

0%

20%

40%

60%

80%

100%

64GB

32GB

16GB

8GB

4GB

2GB

� Smartphone and tablet are dominating eMMC market. � Raising middle/low-end models drives up 8GB portion.



eMMC & eMCP Pricing Trend

$-

$5

$10

$15

$20

$25

1Q13 2Q13 3Q13 4Q13 1Q14 2Q14E 3Q14F 4Q14F

32GB eMMC 16GB eMMC

8GB eMMC 4GB eMMC

$-

$5

$10

$15

$20

$25

1Q13 2Q13 3Q13 4Q13 1Q14 2Q14E 3Q14F 4Q14F

eMCP(4+4) eMCP(4+8) eMCP(16+8)

eMMC Price Forecast eMCP Price Forecast

� High density eMMC/eMCP price drops more than low density ones.� eMCP margin is higher than eMMC due to solid mDRAM pricing.



2014 2015

1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q

Roadmap for 2014 and 2015New-Generation eMMC

A-19nm eMMC/eMCP(5.0V)

19nm eMMC/eMCP(5.0V)

16nm eMMC(5.0V)

20nm eMMC/eMCP(4.5V) 20nm eMMC/eMCP(5.0V)

� eMMC(5.0V) will replace eMMC(4.5V) from 2Q14 for 2014 new AP platform. � 1ynm-class eMMC is the mainstream product for 2H14 and early 1H15.


1ynm eMMC/eMCP(4.5V)

1znm eMMC/eMCP(5.0V)


1ynm eMMC/eMCP(5.0V)

1znm eMMC/eMCP(5.0V)


Source: Company data, complied by DRAMeXchange,June2014


2013 2014 2015

1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q

Roadmap for TLC-base eMMC Schedule

3-Bits-Cell eMMC/eMCP


3-Bits –Cell eMMC/eMCP

3-Bits –Client SSD

3-Bits –Cell Enterprise SSD

3-Bits-Cell Clint SSD

3-Bits –Cell eMMC/EMCP

3-Bits –Cell Client SSD


3-Bits-Cell Clint SSD

3-Bits -Cell Client SSD

� Samsung has strongly promoted TLC-Basis eMMC from 2013.� Other NAND makers TLC-Basis eMMC will be unveiled from 3Q14, aimed for low price

devices. Source: Company data, complied by DRAMeXchange,June2014


BasebandApplication Processor

eMMC

eMMC w POP

Mobile DRAM

Storage Design in Mobile Device: eMMC or eMCP


eMMC

eMCP

Mobile DRAM


SLC-NAND

SLC-MCP

Mobile DRAM

Feature Phone

Middle/LowSmartphone

PremiumSmartphone


eMMC in Mobile Device: A Common Standard

MSM8974LPDDR3+eMMC4.5

High-End

Middle-End

Low-End

MSM8926, MSM8928LPDDR3+eMMC4.5

MSM 8X12(QRD)LPDDR2+eMMC4.5

MSM8994LPDDR4+eMMC5.0

MSM8936, MSM8939LPDDR3+eMMC5.0

MSM8916(QRD)LPDDR3+eMMC5.0

MT6592LPDDR3+eMMC4.5

MT6588, MT6582LPDDR3+eMMC4.5



MT6591, MT6732LPDDR3+eMMC5.0


Exynos 5422LPDDR3+eMMC5.0


RK3188LPDDR2+eMMC4.5

RK3026DDR3+eMMC4.5

RK2926DDR3+eMMC4.5

RK3288LPDDR3+eMMC5.0

RK3028ADDR3+eMMC4.5

RK2928DDR3+eMMC4.5

Moorefield Z35XXLPDDR3+eMMC5.0

Bay Trail-Z37XXLPDDR3+eMMC4.5

Bay Trail-CRZ37XXLPDDR3+eMMC4.5

Cherry Trail-Type4LPDDR3+eMMC5.0

Cherry Trail-Type3LPDDR3+eMMC4.5

Cherry Trail-Type3DDR3+eMMC4.5

� eMMC is the standard storage design among major AP platforms. � LPDDR3+eMMC5.0 is replacing LPDDR2+eMMC4.5 in 2014 cross different AP segments.


Source: Company data, complied by DRAMeXchange,June2014


0

20

40

60

80

100

1Q12 3Q12 1Q13 3Q13 1Q14 3Q14F

Unit: Million

0

100

200

300

400

1Q12 3Q12 1Q13 3Q13 1Q14 3Q14F

Unit: Million

36%

43%

51%

63%

64%

65%

70%

71%

74%

76%

80%

81%

eMMC % in Smartphone

24%

20%

46%

48%

46%

53%

59%

52%

58%

58%

59%

60%

eMMC % in Tablet

eMMC in Mobile Device: A Common Standard

� eMMC is widely applied for better performance and advanced O.S.



0

100

200

300

400

1Q12 2Q12 3Q12 4Q12 1Q13 2Q13 3Q13 4Q13 1Q14 2Q14E 3Q14F 4Q14F

High-end Smartphone Middle-end Smartphone Low-end Smartphone

Unit: Million

Smartphone: Weak 1Q14 and Low-End Drives 2Q14

� 1Q14 smartphone drops 6%qoq for seasonality. 2Q14 pick-up from low-end models. � Middle/Low-end models are carrying the catalyst in 2014. (60% in 2013-80% in 2014)



0

100

200

300

400

1Q12 2Q12 3Q12 4Q12 1Q13 2Q13 3Q13 4Q13 1Q14 2Q14E 3Q14F 4Q14F

Smartphone in eMMC Smartphone in MCP Smartphone in Discrete NAND

Unit: Million

� Slowing eMMC content growth is attributed by middle-low end devices.� Traditional MCP is replaced by eMMC or eMCP for new Android O.S and apps.

eMMC is Penetrating from Top to Bottom

10.29.710.7 11.0 11.4

11.612.5 13.0 12.1 12.3 12.3

12.7

Avg. eMMC Content (GB)



0

25

50

75

100

1Q13 2Q13 3Q13 4Q13 1Q14 2Q14E 3Q14F 4Q14F

Tablet in eMMC Tablet in Discrete NAND-White Box Tablet in Discrete NAND

Unit: Million

17.7 17.6 17.4

17.1

16.8 16.716.2

16.1

Avg. eMMC Content (GB)

� 1H14 tablet demand is muted, only 2%HoH compared with 1H13. � Overall demand picks up from 3Q14 for new models unveiled. � Tablet eMMC content declined in 2014 due to ultra-low price tablet raise. � Raw NAND is still popular among Chinese white-box for cost concern.

Tablet: Market Continues to Raise with Limited Content Growth.



2013

Samsung

SanDisk

SK Hynix

Toshiba

Micron

Kingston

Others

770mn eMMC units

Vendor Controller House

Samsung(19nm) In-House

SanDisk(19nm) In-House

SK Hynix(20nm) SMI

Toshiba(19nm) In-House

Micron(20nm) Phison

Kingston(19nm) Phison

Others SMI, Skymedi, Phison, etc…

� Samsung is leading with strong position in eMMC and eMCP, leveraged Samsung smartphone.� SanDisk has most diversified customer portfolios than any other eMMC vendors. � 3rd-party controller houses will find it difficult to compete with in-house solution.

WW eMMC+eMCPMarket Share in 2013



1,100mn eMMC units

Vendor Controller House

Samsung(19nm) In-House

SanDisk(1ynm) In-House

SK Hynix(16nm) In-House, SMI

Toshiba(A19nm) In-House

Micron(16nm) In-House

Kingston(A19nm) Phison

Others SMI, Skymedi, Phison, etc…

2014

Samsung

SanDisk

SK Hynix

Toshiba

Micron

Kingston

Others

� eMMC Market share pattern remains stable.� In-House Solutions are dominating. � TWN vendors are narrowing to supplementary role.

WW eMMC+eMCPMarket Share in 2014



0

1,000

2,000

3,000

4,000

5,000

1Q12 3Q12 1Q13 3Q13 1Q14 3Q14F

Unit: 1GB M equiv.

eMMC is Expanding to More Applications

$1.06

$0.99

$0.81

$0.74

$0.69

$0.66 $0.66

$0.60

$0.53

$0.51

$0.48

$0.46

eMMC Price per GB

Chromebook and low-price laptop

1. 2014 Chromebook is up to 6mn from 2.5mn in 2013. Strong demand accelerated by Google. 90% of Chromebook will adopt 16GB/32GB eMMC.

2. Low-Price laptop with touch function is supported by Microsoft and Intel. eMMC is designed for Bay Trail-T platform.

Smart TV

1. Smart TV required eMMC (2GB-8GB) for pre-loaded apps and contents. HQ content (i.e. 4K2K can enhance density) will help to boost content per box).

2. iTV may trigger high density content for next generation smart TV.

Wearable Device

1. eMMC is recommended for middle to premium segment for data and O.S. storage.

2. With limited space at PCB board, eMCP is a must and Packaged-On-Packaged with AP.

� eMMC gradually penetrates into consumer and emerging devices with affordable price by migration.



� eMMC market continues to grow along with solid upward momentum from smartphone and tablet.

� Most vendors will come up with TLC-Basis eMMC/eMCP from 2H14 to cope with solid demand from middle/low end mobile devices.

� eMMC content-per-box growth could be challenging given raising middle/low end smartphone and ultra-low-price tablets.

� Been widely adopted in smartphone and tablet, eMMC begins penetrating into emerging applications such as notebook, smart TV and wearable device from 2014.

Key Takeaways

Market


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