strategic marketing engineering group may#13-33 adviser & client: dr. geiger randall in...

Strategic Marketing EngineeringGroup May#13-33Adviser & Client: Dr. Geiger RandallIn consultation with: Garry

Team leader: Ximeng Sun (Susie)Communicator: Xing Cao (Star)Web master: Tianhao HanSecretary: Zhuoran Yang

Problem StatementWe are going to help TI to find more

new fields which can apply their battery management products as marketing engineers: ◦Understand TI’s existing battery

management products.◦Broaden the market with existing

products.◦Find out if there is an architecture

which customers need but TI does not have it yet.

Strategic Marketing Engineering

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Conceptual SketchMarketing Engineer

a specialist who understands many of the technical aspects of engineering but is actually more involved in the definition and sales of products.


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Functional Requirements Explain technical products in servicesProduct performances, …Collect and analyze data on customer

demographics, consumer needs, and buying habits to identify potential markets and factors affecting product demand

Monitor industry statistics and follow trends in trade literature

Prepare reports of findings, illustrating data graphically and translating complex findings into written reports for customers and product designer(add)

Seek and provide information to help companies maintain leading position in the marketplace.


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Market SurveyBattery management devices

occupy more than one billion of TI’s annual sales. For battery management chips, TI’s products share 80% of the whole market. It is obvious that TI is in a leading position in battery management and it needs more ideas to keep in leading position.


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Research areaWireless charging

Green energy

RAID battery


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Why choose wireless charging

1. An efficient solution for limit energy store capacitor of rechargeable battery

2. An potential big market3. An preferable way for charging our

portable device


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Wireless charging

Electromagnetic induction

Magnetic Resonant


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Inductive Power TransmissionA transmitter coil L1/A receiver coil L2An alternating current in the transmitter coil

generates a magnetic field which induces a voltage in the receiver coil.


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Disadvantage of Inductive power transmission

Low efficientLimit by distanceNeed a big room if we need

transfer lots of energy


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Resonant Magnetic CouplingMagnetic coupling occurs when two objects exchange energy through their varying or oscillating magnetic fields. Resonant coupling occurs when the natural frequencies of the two objects are approximately the same.


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• High Efficiency Over Distance (inf)• Penetrates and Wraps-Around Obstacles• Safe for people and animals• From milliwatts to kilowatts• Devices that can fit into OEM products


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Will not pursue this family:Engineering and scientific challenges:

◦ Longer wireless charging

Time indiv expHuge learning curve

◦ Unmatched group training


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And so on……


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Green energy

RAID battery


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Battery management on Green Energy

1:Thermal Energy

2:Kinetic Energy

3:Solar Energy

4: Fuel Cell


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Solar EnergySolar panels are made from silicon,

which reacts to sunlight. The energy from the sun is enough to disentangle the electrons. Electricity generated from electrons can be used to charge a battery

We can add a battery management product before or after the panels. It would fulfill different functions after the solar energy goes through the panels


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Thermal Energy Thermal energy is a part of total

internal energy of a thermodynamic system or sample of matter that results in the system temperature


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Kinetic EnergyKERS(Kinetic Energy Recovery

System)KERS is an automotive system for recovering a moving vehicle's kinetic energy under braking. The recovered energy is stored in a reservoir (such as a battery or flywheel) for later use under acceleration.


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KERSStrategic Marketing

EngineeringGroup May#13-33

Fuel CellA fuel cell is a device that converts the

chemical energy from a fuel into electricity through a chemical reaction with oxygen or another oxidizing agent. Hydrogen is the most common fuel cells. Fuel cells are different from batteries in that they require a constant source of fuel and oxygen to run, but they can produce electricity continually for as long as these inputs are supplied.


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Fuel Cell CarStrategic Marketing


Application for Fuel cellFuel cell electric vehicles

(FCEVs). Over 20 FCEVs prototypes and demonstration cars have been released since 2009

We can put TI’s battery management products together with the fuel cell to detect how much battery left, protect the battery and lower the power consumption


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In 2010, fuel cell industry revenues exceeded a $750 million market value worldwide. So it’s a pretty attractive opportunity for TI to enter this market


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Green energy

RAID battery


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RAID controller battery

What is it?• A back-up battery in RAID controllers• It powers the RAID controller’s write

cache

(HP Battery Backed Write Cache Upgrade

512MB Cache RAID Controller Battery Kit)


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RAID controller battery Why do we need it?

• Even though cache boosts storage performance, it introduces risk in the event of power or server failure.

• In the event of a power failure the RAID Card will automatically switch over to the battery back-up and complete any unfinished tasks.


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Raid controller battery How does it work?

Once power is restored, the contents of the cache are then written to the disk

That means the optional battery backup maintains the integrity of data in transit to drives in the event of a power interruption or system failure


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RAID controller batteryTwo types of RAID controller batteries

NiMHi(Nickel metal hydride):

Require that one runs the battery recondition

task every six months to maintain reliability.

Li-Ion or Lithium Ion:

Automatically reconditioned by the

controller.


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Raid controller battery IdeasA management chip which could decide that

the RAID battery needs to charge or discharge

Making this product into a simple function could decrease the risk of destroy hardware parts


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Raid controller battery Ideas

• Use to decide more specific information• Add a function in this battery management chip to

let the RAID battery recondition after each discharging.

• Make the RAID battery more accurate and give it a longer lifetime as well.


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Raid controller batteryIdeas

• Adding LED to show if customers need to change the RAID battery

• Combining solar energy with RAID battery


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Project Schedule

1• Understand TI’s existing battery management products.

2• Understand the technologies and protocols.

3• Considering who or which potential markets can use the

existing products from TI.

4• Find a new battery management architecture which will

have a big market.

5• Presenting/consultation ideas with TI and come up with

a final idea.

6• Try to come out a new product which can be applied into

an existing and developing markets.


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Questions?Strategic Marketing


Thanks for listening!


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strategic marketing engineering group may#13-33 adviser & client: dr. geiger randall in...

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