renesas electronics america inc. renesas confidential © 2010 renesas electronics america inc. all...

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


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)


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


SH721x, 7262/64


V850ES/Jx3-H, U (w/LPC)


V850ES/Jx3, -L (w/ LPC)

Per

form

ance

For 10K


178 – 208 Pins


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


64 - 100 Pins

20MHz/37DMIPSNew: USB Device

V850ES/Jx3-L (USB)


100 - 121 Pins


Selection by Power Consumption

Active: All Periph On, Typ

High Frequency:• ~ 1.55 mA/MHz• ~ 770 uA/DMIP


SH721x, 7262/64


RX610, 62N, 621, 62T





Device


178 – 208 Pins



40 - 144 Pins


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)


• 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


STM32F (512KB) =

570uA/DMIP

STM32F (512KB) =

3.5 uA

STM32F (512KB) =

720uA/DMIP


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)


• Meter Reference Demo (Jx3)

• Motor Control Evaluation System (Ixx)


SH721x, 7262/64


RX610, 62N, 621, 62T

50MHz/84DMIPSEthernet, USB H/D, ECC Flash

V850ES/Jx3-H, U, E (w/LPC)



Device


178 – 208 Pins



40 - 144 Pins


40 - 144 Pins

• USB Fn SK• USB Host SK• Ethernet SK




SH721x, 7262/64

Device


178 – 208 Pins

10K Resale $15$5 $10

$6.50 to $18.10




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)


40 - 144 Pins $4.04 to $9.14

$?.?? to $13.63

USB Ethernet


RX610, 62N, 621, 62T


$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


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 !


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


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


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:


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)


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


ARM Processor Core Families

Performance

Frequently encountered in Industrial Segment


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


General Positioning Strategy

RX600

SH-2A

RX600

V850

RX600

SH-2A

V850

V850


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


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


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


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


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


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


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


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


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


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


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


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


Also available with RX opportunities

Renesas + Micrium promotion makes the switch easier


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


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


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


Renesas Third Party Ecosystem

KPIT GNU Tools


Renesas Resources

Online Design Community

Tool downloads,

e-mail alerts, and more

Online Training.com

RX Blog


FREE Sample Code & Libraries

Motor Control

TCP/IP

Graphics

PCM AudioDSP Library

Free Downloads

Software LibraryFind something useful among our1,000+ FREE sample codes


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


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


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


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


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


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


Selection by Power Consumption

Active: All Periph On, Typ



SH721x, 7262/64


RX610, 62N, 621, 62T





Device


178 – 208 Pins



40 - 144 Pins


40 - 128 Pins

High Frequency:• ~ 530 uA/MHz• ~ 320 uA/DMIPLow Frequency (<8MHz)• ~ 750 uA/MHz

• ~ 450 uA/DMIP

• 80 uA



• 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


STM32F (512KB) =

570uA/DMIP

STM32F (512KB) =

3.5 uA

STM32F (512KB) =

720uA/DMIP


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


Thank you

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