engineering presentationowner: marf 001-77701 rev *itech lead: rajv design win replication: fx3:...
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Engineering Presentation Owner: MARF001-77701 Rev *I Tech lead: RAJV
Design Win Replication:
FX3: Cypress USB 3.0 Solution for HD Video
Sharper Images From a One-Chip Solution:FX3 Powers the World’s Most Advanced HD Video Cameras
Presentation: To provide an engineering overview to customers for a Cypress solutionTitle slide: To define what the presentation will cover. The subtitle is a one-sentence statement of the key opportunity.
Engineering Presentation Owner: MARF001-77701 Rev *I Tech lead: RAJV
The market requirements for video cameras are changingCameras require HD video capabilities such as higher resolution, higher frame rates, and richer color
Your competitors are designing HD video cameras today for multiple marketsMachine vision, surveillance, medical imaging, biometrics and video conferencing
Incorporate HD video quickly and easily into your next video camera project
Video Cameras Now Require HD
Machine Vision Cameraby IDS Imaging
Video Conferencing Camera by Polycom
Market Vision: To define the market opportunity. Presents compelling data and end product photos relevant to the local market, Should use compelling photographs of actual FX3 products.
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Engineering Presentation Owner: MARF001-77701 Rev *I Tech lead: RAJV
Terms You Will Hear Today
Terms of Art (ToA): To clearly define all ToAs used in the presentation.To carefully and fully define Cypress-proprietary ToAs needed to explain our system solution.
4a
HDStd
Column Pixels
Row Pixels
Mega- Pixels
Scan Type
1080p
1920 1080 2.07 Progressive
1080i 1920 1080 2.07 Interlaced
720p 1280 720 0.92 Progressive
HD (High-Definition) Video Standards
Engineering Presentation Owner: MARF001-77701 Rev *I Tech lead: RAJV
Additional Terms
Terms of Art (ToA): To clearly define all ToAs used in the presentation.To carefully and fully define Cypress-proprietary ToAs needed to explain our system solution.
4b
Engineering Presentation Owner: MARF001-77701 Rev *I Tech lead: RAJV
FX3 TermsEZ-USB® FX3™Cypress’s programmable USB 3.0 Peripheral Controller with integrated USB 3.0 PHY
Includes powerful on-chip ARM9™ processor and 512 KB RAM
Provides additional peripheral connectivity via I2C, I2S, SPI, and UART
Includes a Software Development Kit (SDK) with example code to reduce your design effort
GPIF™ II (Second-generation General Programmable Interface)Programmable 32-bit bus that allows FX3 to communicate with any system at 100 MHz
GPIF II DesignerDesign software that installs on your PC
Contains simple GUI (Graphical User Interface) to configure the GPIF II
Simulates GPIF II to help meet the system requirements
GPIF II DescriptorA set of predefined configurations that defines the behavior of the GPIF II
FX3 APIA set of predefined interfaces that simplifies the development of FX3 Firmware
Cypress Control CenterSimple GUI in the FX3 SDK that programs the FX3 Development Kit (DVK)
EZ-USB FX3 HD 720p Camera KitA USB 3.0 video camera reference design featuring the FX3 and an Aptina HD 720p image sensor
The kit contains 1) FX3 Development Kit, 2) Aptina Image Sensor Headboard, and 3) Interconnect Board
Terms of Art (ToA): To clearly define all ToAs used in the presentation.To carefully and fully define Cypress-proprietary ToAs needed to explain our system solution.
4c
Engineering Presentation Owner: MARF001-77701 Rev *I Tech lead: RAJV
Design Problems Engineers Face1. HD video requires Bandwidth up to 3 GbpsUSB 2.0 Bandwidth is only 480 Mbps
2. HD video on USB 2.0 requires Compression, whichDegrades image quality
Requires bigger BOM with FPGA/DRAM Compression engine
Consumes significant extra engineering effort and design time
3. The market demands small-form-factor HD video productsMultiple-chip solutions require a large PCB, making miniaturization difficult
FX3 by Cypress solves these problemsFX3 provides 5-Gbps Bandwidth – 10x the Bandwidth of USB 2.0
FX3 eliminates the need for Compression, creating perfect HD images
FX3 is a one-chip solution that dramatically reduces PCB and camera size
Cypress’s FX3 one-chip solution enables perfect images in small-form-factor HD video products
USB 2.0
USB 3.0
USB 2.0 two-chip solution for HD video: low-quality, compressed image
FX3 one-chip solution for HD video:sharp, uncompressed HD image
DRAM
FX3
FPGALow-quality,
compressed image
Sharp, uncompressed HD image
Traditional Approach and Challenges: To present the traditional approach and the challenges engineers will face when using it to realize the Market Vision. Ends with a one-sentence segue clearly stating the benefit of the Cypress solution.
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Engineering Presentation Owner: MARF001-77701 Rev *I Tech lead: RAJV
FX3 Solution: HD Video Made Easy
Cypress Solution: To introduce CY products and show compellingly how they solve the challenges highlighted on the previous slide.To provide a short, clear list of what to do to get started.
6a
To get started, you should:Get the EZ-USB FX3 HD 720p Camera Kit by following the online instructions
(Camera Kit = FX3 DVK + Aptina Image Sensor Headboard + Interconnect Board)
Download and install FX3 Software Development Kit (SDK) on your PC
Read Application Note:
AN75779 - Interfacing an Image Sensor to EZ-USB FX3 in a UVC Framework
Run the code examples in this Application Note to start your camera design:
1. Configure GPIF II for your image sensor
2. Design FX3 Firmware using the SDK
3. Program the FX3 DVK using the Cypress Control Center
Start streaming HD video to a USB 3.0 PC
Upgrading a complex USB 2.0 HD video camera to USB 3.0…
Is simplified by FX3 with programmable GPIF II…
And miniaturized into an ultra-compact industrial camera design by Ximea
26.4
mm
26.4 mm 19.1 mm
The state diagram of an image sensor
interface
The GPIF II is programmed to match the interface
Prototyped quickly using the FX3 DVK…
FX3
USB 3.0connector
GPIF II connector
Engineering Presentation Owner: MARF001-77701 Rev *I Tech lead: RAJV
First: Configure GPIF II for Image Sensor FX3 Example Project demonstrating GPIF II interface customization for an image sensor
1. Initiate a new project using Cypress supplied interfaces or design your own
2. Select the type, bus width, and I/Os of the desired interface
3. Create a state machine that matches interface timing
4. Visualize state transitions and associated output signals
5. Generate GPIF II Descriptor to be used in the second step – Design FX3 Firmware
Cypress Solution: To introduce CY products and show compellingly how they solve the challenges highlighted on the previous slide.To provide a short, clear list of what to do to get started.
6b
12
34
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Engineering Presentation Owner: MARF001-77701 Rev *I Tech lead: RAJV
Second: Design FX3 Firmware in SDKFX3 Example Project demonstrating UVC firmware design in FX3 SDK
1. Use the UVC example code as a reference to write your FX3 image sensor Firmware in C code. Insert the GPIF II Descriptor into the project directory
2. Compile the image sensor Firmware by clicking the “Build” button
3. Use the Application Note “Interfacing an Image Sensor to EZ-USB FX3 in a UVC Framework”
4. Learn about FX3 functionality by reading the “FX3 Programmers Manual” and the “Firmware API Guide” included in the SDK
Cypress Solution: To introduce CY products and show compellingly how they solve the challenges highlighted on the previous slide.To provide a short, clear list of what to do to get started.
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3
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Engineering Presentation Owner: MARF001-77701 Rev *I Tech lead: RAJV
Connect the Aptina Image Sensor Headboard to your FX3 DVK in two steps:
1. Attach Interconnect Board to the GPIF II connector of the FX3 DVK
2. Attach Aptina Image Sensor Headboard to the Interconnect Board
Connect FX3 DVK to the PC via a USB 3.0 cable and install Cypress USB 3.0 Driver
Program the FX3 DVK with image sensor Firmware using the Cypress Control Center
FX3 DVK will reconnect to the PC automatically as a UVC camera
Run AMCap or equivalent software on the PC to view live HD 720p video
Third: Program the FX3 DVK Program the FX3 DVK to start streaming HD video to a USB 3.0 PC
Cypress Solution: To introduce CY products and show compellingly how they solve the challenges highlighted on the previous slide.To provide a short, clear list of what to do to get started.
6d
Interconnect Board
FX3 DVK (CYUSB3KIT-001)
GPIF II connector
FX3USB 3.0connector
5V power jack
RS232connector
JTAG headers
I2S headers
SPI headers
720p Image sensor
Aptina Image Sensor Headboard
1
2
Engineering Presentation Owner: MARF001-77701 Rev *I Tech lead: RAJV
FX3 USB 3.0 Solution Example – Machine Vision Camera
Industrial Camera by Ximea
Machine Vision Cameraby IDS Imaging
Solution Examples: To give detailed one-page Solution Examples from the field in the specified format.
Design ChallengesDeliver HD video without Bandwidth limitationsEliminate need for expensive Compression componentsEnable small form factor camera designs
EZ-USB FX35-Gbps Bandwidth enables HD video without CompressionGPIF II connects FX3 to any sensor or FPGAPowerful on-chip ARM9 CPU and 512 KB RAM providedI2C, I2S, SPI, UART peripheral interfaces provided 10-mm x 10-mm, 121 ball-grid-array package
EZ-USB FX3 Value
App Notes: Getting Started with FX3FX3 Hardware Design GuidelinesInterfacing an Image Sensor to EZ-USB FX3 in a UVC Framework
Videos: FX3 Performance PotentialMachine Vision Camera DemoFX3 HD 720p Camera Kit Demo
Documents: FX3 Programmers ManualFX3 Firmware API Guide
Suggested Collateral
Kits: EZ-USB FX3 DVK (CYUSB3KIT-001)EZ-USB FX3 HD 720p Camera Kit
Software: EZ-USB FX3 Software Development KitGPIF II Designer
Boards and Software
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Block Diagram
USB 3.0 Enabled
HostI2CUART SPI I2S
GP
IF I
I
US
B 3
.0
ARM 9
JTAG 512 KB RAM (32 End
Points)
EZ-USB® FX3™ One-Chip Solution
Image Sensor
SPI Flash
Control
32328-32
32
32Parallel
I/F
Boot
Engineering Presentation Owner: MARF001-77701 Rev *I Tech lead: RAJV
19 mm
19 mm
Feature FX3 USB 3.0 IP + FPGA + TI PHY
USB 3.0 One-Chip Solution Yes No
Code Examples 20+ None
Solution Size 100 mm2 505 mm2, plus additional layout space
USB 3.0 IP Cost Free ~$100K plus royalty
Development Kit Price $397 $1,990 (includes FPGA Xilinx Spartan 6)
Programmable Parallel Bus Yes, GPIF II No
FX3 Solution vs. Competition’s12 m
m
12 mm10 mm
10 mm
Competitive Comparison: To define key features of the Cypress solution and demonstrate its superiority over the Next Best Alternatives (NBA’s). Must be credible and objective to the salesperson and customer.
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Engineering Presentation Owner: MARF001-77701 Rev *I Tech lead: RAJV
$26.86
$1.04
$1.00
$0.04
$7.60
$1.00
$6.60
$18.22
Reduced Effort
PCB Savings
USB 3.0 IP Core
USB 3.0 PHY
Competitor
FPGA: Xilinx Spartan 6Price: $18.221
BOM Integration
USB 3.0 PHY: TUSB1310 familyPrice: $6.602
USB 3.0 IP Core: Synopsys license fee: $100K Amortized over 100kuPrice: $1.00
Additional Value
PCB savings: FX3 = 100 mm sq vs. 505 mm sq competitionValue added: $0.04
Reduced Effort: FX3 saves 20 man-week of engineering effort at $5K per man-week; amortized over 100ku Value added: $1.00
FX3 HD Video Solution Value
EVC Slide: To clearly define the value of the Cypress solution, including BOM integration and unique functionality.
Total Value Delivered
Total Additional Value
Competitor
BOM Integration Value
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1 1ku Digi-key pricing on 3/20/20152 1ku TI.com pricing on 3/20/20153 1ku Cypress.com pricing on 3/20/2015
Target Cypress Solution:CYUSB3014-BZXC
Total Cost: $16.803
37% Total Savings:$10.06
Engineering Presentation Owner: MARF001-77701 Rev *I Tech lead: RAJV
1. Watch our demo video: FX3 for HD Video
2. Read the “Getting Started with EZ-USB FX3” Application Note: AN75705
3. Buy the $397 EZ-USB FX3 DVK: CYUSB3KIT-001
Here’s How to Get Started
Ultrasound Unitby Alpinion Medical Systems
Biometrics Scannerby Cross Match
Digital Microscopeby Motic China
Call to Action: To tell customers how to start their design process. 11
Engineering Presentation Owner: MARF001-77701 Rev *I Tech lead: RAJV
References and LinksMaximum Throughput Performance Demo Video: FX3 Performance Potential Machine Vision Camera Demo Video: FX3 Machine Vision Camera DemoEZ-USB FX3 HD 720p Camera Kit Demo Video: FX3 HD Camera Kit Demo
EZ-USB FX3 Application Note:Getting Started with EZ-USB FX3: AN75705Gives highlights of USB 3.0 technology and an overview of the FX3 architecture, software, and collateralShows FX3 SDK setup, Cypress USB Driver installation, Firmware download, and USB 3.0 traffic verification
EZ-USB FX3 Hardware Design Guidelines and Schematic Checklist: AN70707Shows how to design a board with 5 Gbps USB 3.0 traces
Interfacing an Image Sensor to EZ-USB FX3 in a UVC Framework: AN75779Describes a USB video class (UVC) video streaming application where FX3 streams images from an image sensor to a USB HostOptimizing USB 3.0 Throughput with EZUSB FX3
EZ-USB FX3 Development Kit: CYUSB3KIT-001EZ-USB FX3 HD 720p Camera Kit: FX3 HD Camera Kit
Software Development Kit: EZ-USB FX3 SDKProvides Eclipse IDE, ARM GCC (GNU Compiler Collection), Cypress USB 3.0 Driver, example code, FX3 Programmers Manual, and Firmware API Guide
GPIF II Designer: GPIF II Designer
References and Links: Provide comprehensive view of resources to assist in learning about and adapting the solution. 13