2014 iot - marketing or real opportunity - atmel - jo uthus-slideshare

© 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


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


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


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


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


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


Internet of Things

The reality..


Philips Hue, RGBW Color MixATmega2564RFR2 + BitCloud 3.0

Lighting and home automation



AT86RF233 + ZigBee Green PowerBatteryless/Energy Harvester



Lutron Wireless RemoteATmega2564RFR2Coincell powered

16 © 2014 Atmel Corporation 04/12/2023Select Insert > Header & Footer > Type Title in Footer field

Consumer, Wearables

Agent SmartwatchAtmel low-power MCU + BLE


Wearables, Health Monitoring

Amulyte PendantLow-power SAM4L, GPS, WiFi


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


Internet of Things

Opportunity to benefit for you..


of IoT Solutions will be provided by startups which are less than 3 years old by 2019 - Gartner

50%


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

http://www.google.com/url?sa=i&rct=j&q=&source=images&cd=&cad=rja&docid=9K0lbCXTJ6jSuM&tbnid=t1wHSIx14ezcjM:&ved=0CAUQjRw&url=http://dryicons.com/icon/colorful-stickers-icons-set/home/&ei=Ajm_Uaz4NcmRrQHL9oH4Cg&bvm=bv.47883778,d.aWM&psig=AFQjCNGOkmXuuSg8sn2iansvhZ-RMr9Q4g&ust=1371572842041601


http://www.google.com/url?sa=i&rct=j&q=&source=images&cd=&cad=rja&docid=jca9DE1jcjsOkM&tbnid=afXiq2IhTy6nUM:&ved=0CAUQjRw&url=http://sevenstarappliance.com/&ei=Smu_UYv4C8T6igLf54GwDQ&bvm=bv.47883778,d.cGE&psig=AFQjCNE8v917qEPpw8rGim6LakGg8V5h8w&ust=1371585723367382


BrandedSolution


UserConnectivity









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.

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Q & A

http://www.youtube.com/user/AtmelCorporation

https://plus.google.com/117391618085377601886/posts

http://en.wikipedia.org/wiki/Atmel

2014 iot - marketing or real opportunity - atmel - jo uthus-slideshare

Presentations & Public Speaking

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