James O'Riordan, CTO, S3, gave a keynote speech at the Semico Summit, June 2008

1. Effects of ‘Consumer’ driver on James O’Riordan
Mixed-Signal IP business CTO
Silicon & Software Systems (S3) 18/03/2008
Copyright © 2007-2008 Silicon & Software Systems Limited

2. CTO Keynote Semico Summit 2008
Agenda
Silicon & Software Systems (S3), the company
Consumers go Digital and get Connected
But … first life is still Analog!
Effects of all this on Mixed-Signal IP Business
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3. About Silicon & Software Systems (S3)
The Connected Consumer Technology™ Company enabling the delivery of next
generation products and services to the Consumer, at home and on the move.
Founded in 1986
Success to Date
300+ Employees
Trusted by the world’s leading
6 Design Centers (Europe, USA) technology companies
Sales Offices and Representatives Complementary Services and
globally Product Portfolio
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4. Evolution of Digital
Internet MP3 iPod
iTunes Store iPhone
iPod Video
YouTube iPod nano
twitter
1999 2001 2009
2003
2005 2007
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5. Consumers get Connected…
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6. Characteristics and Drivers in Consumer Electronics
Characteristics
High production volume
Low ASP Today’s Drivers
Convergence between Mobile and TV
Market windows
Connectivity and Networking
Fickleness
Eco /Green
Fashion
Distribution of content in the home
Open Standard (in a high quality way)
Analog Switch-off and High Defn,
Hybrid disks, Gaming …
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7. Consumer go DIGITAL and get CONNECTED,
but real world is ANALOG
To and from the User is Analog
Device media Capture and Rendering
Text, Speech, Audio & Video
Physical Connectivity is Analog
Wireless or Wired
New Standards continue to emerge
… there is a lot of Mixed Signal!
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8. What does all this Consumer drive mean for MS-IP?
Consumer means high volume
and low unit cost =>
These economics mean that the Mixed Signal is
being integrated on CMOS SoC
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9. If you are late you will miss …
Tight market windows
Window of opportunity for new product is tight
You must get your product right first time
Reduce the risk
For MS IP this translates to
PROVEN IN SILICON
And this will mean more
OFF THE SHELF MS IP
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10. You must start new product developments quickly …
The consumer is fickle …
You need to be able to start a new development
quickly
You must ‘re-use’
And this will mean …
You must source EXTERNAL MS-IP
You must use OFF THE SHELF MS IP
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11. The MS-IP sector will continue to consolidate
Consolidation of MS IP suppliers
Costs for small MS-IP providers of
Proven silicon
Developing MS-IP ahead of demand
etc.
=> MS-IP providers need scale
•The importance of having first time right silicon will
mean Proven Suppliers will be favoured
•Consolidation in MS-IP industry will continue
Evident last year with at least 4 significant
acquisitions
It is a sign of maturity in the sector
and a good thing for the industry
•The average quality level of MS IP will improve
•Several large players will ensure competition
•Larger firms will invest ahead of demand
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12. What about all the Power Consumption
Regulations?
There is a big push on Consumer Electronics
companies to not waste power
Energy Star / EuP Eco Design etc.
Distinguish between Consumer Stationary
and Consumer Portable
Much of the power savings is in the PSU and
in stand by modes
MS-IP converters have little effect
Indeed drive to keep BoM low (cheap
packages, no heat sink),
Need for audio (so no fan), etc.
MSIP part has always been low power
and while these are supplemented now
by…
Battery life on phones has always been
a selling feature, but charger could be
improved
PSU savings possible but little left in SoC
itself to save
Power savings also evident in the new
standards (e.g. DVB-H)
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13. Switches a STB into an intelligent hibernation mode.
XX……. Usage___ Stage 1___ Stage 2___ Stage 3___
Advantages for Broadcasters
Using hibernation reduces average power
consumption by ca. 30%
Power optimized hardware will decrease
active and standby power
No need to redesign any head-end system
No need to change the CA system
No need to stop ad-hoc services
(e.g. Remote Booking)
Upgradeable software
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14. Copyright © 2007-2008 Silicon & Software Systems Limited Slide 14

15. Summary
Consumer is going Digital and getting Connected
Consumer demand for devices is driving the Semiconductor Business
The RF/Analog/Mixed-Signal will go on chip (integrated into SoC)
Mixed-Signal IP will continue to be increasingly sourced externally
The Mixed-Signal IP will have to be proven in silicon
The MS IP will be used ‘Off–the-Shelf’
Consolidation in the MS IP industry
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16. Thank You!
Go raibh maith agat!
Email: james.oriordan@s3group.com
Copyright © 2007-2008 Silicon & Software Systems Limited