SLIDE 1
A AX XElite Elite Products Presentation
Products Presentation
W hile LED Drivers for Mobile Handsets
Marketing - Analysis/ Strategy/ Roadm ap Proposal Tactical Marketing Div.
SLIDE 2 Major Segments Display by AXElite
- HDTVs, LCD TV/Monitors, LCD Module
– Leading main solution: Trident, Genesis, MTK, M-Star – Products: LDO, Switcher(PWM converter), WLED backlight solution, Panel bias power
- DSL / ADSL / VDSL Modems (1.16Mu xDSL vs 0.918Mu Cable in US
for new subscribers in Q4’06)
– Leading main solution: Conexant, Broadcom, TI, Mavell, Atheros – Products: LDO/Shunt, Switcher
– Leading SoC partners: Broadcom, Marvell, Atheros – Products: LDO/Shunt, Switcher
– Leading customers: mobile handsets OEMs/ODMs in Taiwan/China – Products: LDO/Reset IC, Charge pump, Switcher
– Leading customers: Mobility (Dell), CVS, Power One… etc. – Products: LDO, Switcher, Shunt regulator
- Portable & Automobile Multimedia
– Leading customers: Shinco, Malata, Mitac… etc. – Products: Infotainment, handheld GPS
SLIDE 3
Mobile Handset – TAM Display
SLIDE 4 Handset Display - SAM (M sets)
Volume segment
By function
[No_Camera + Colour LCD] => 150/120/100** in ’07/’08/’09
LEDs needed for: LCD Backlighting, Keypad Illumination
[Camera + Colour LCD] => 470/520/560** in ’07/’08/’09
LEDs needed for: LCD Backlighting, Keypad Illumination, Flash
By LCD screen size
[< 2.0”] => 400/330/310** in ’07/’08/’09
Number of LEDs used is less than 3
[2.0” ~ 2.5”] => 345/390/420** in ’07/’08/’09
Number of LEDs used is between 3 to 6
Assumption: sub-display in clam-shell type mobile handsets use light-guide for CSTN-LCD and OLED, hence no independent LED is needed to provide backlighting
SLIDE 5
Strategies of Sales/Distributor (I)
Reference Designs of Handset Chipset vendors w/o own PMU: Spreadtrum Comm, JadeTech, C2Micro, Realtek, Atheros, Via w own PMUs: TI, Freescale, Qualcomm, STM, Philips, Infineon, ADI, Agere, EMP, Nvidia, Marvell, MediaTek (Darts Tech) Reference Designs of LCD Module vendors Korea: Samsung, LPL Taiwan: Wintek Corp., Picvue Elect., Foxconn China: Kingsmith Airdata, Truly Semi., Foxconn Japan: Sharp, Toshiba
SLIDE 6
Strategies of Sales/Distributor (II)
OEMs & ODMs Promotion to OEMs with focus on tier-2 initially: Nokia, Motorola, Samsung, Sony Ericssion, LG, BenQ, Sagem, Lenovo, TCL Promotion to ODMs: Compal, Arima, FIH, LongCheer Promotion to EMS/CMs: FIH, Flextronics, Celestron Distributors & Design Houses Identify Design Houses to offer easy turnkey designs (e.g. existing design houses with experience of AATI/Richtek): Cellon & China TechFaith, Longcheer, SIM Training & promotion to Design Houses which have experience with mobile phone makers (especially in China)
SLIDE 7 AX7701/A Highlight - Released White LED driver (120mA charge pump w/ current source)
Good for LCD screen size of 2” and below
SLIDE 8
AX7701/A Highlight – other description
SLIDE 9 CMOS Product Roadmap (I)
Q2 Q3 Q4 Q4’07 Q1’09
AX3513-cost down
Buck converter AX3513-cost down
Buck converter AX3514-cost down
Buck converter AX3514-cost down
Buck converter AX350X
1.5Mhz Buck converter AX350X
1.5Mhz Buck converter AP3516~17 Sync.3A ~ 5A 1.2MHz buck AP3516~17 Sync.3A ~ 5A 1.2MHz buck
2010
High Freq. CMOS Buck Converter IC
exist develop
SLIDE 10 CMOS Product Roadmap (II)
Q3 Q4 Q1’09
AX5110-SOT25
Boost converter AX5110-SOT25
Boost converter AX7701 Charge Pump (1/1.5/2x) LED back-light (4chs) AX7701 Charge Pump (1/1.5/2x) LED back-light (4chs)
2010
AX6601 ~ AX6609 CMOS LDO + RST 300mA~600mA AX6601 ~ AX6609 CMOS LDO + RST 300mA~600mA
Q2
AX6901~6 RESET IC AX6901~6 RESET IC AX7702 Charge Pump (2x) LED back-light (SOT26) AX7702 Charge Pump (2x) LED back-light (SOT26) AX7703 Charge Pump Flash light AX7703 Charge Pump Flash light
Boost/Charge Pump IC Low Noise LDO/Reset IC
AX5510 – DFN3x3
Boost converter AX5510 – DFN3x3
Boost converter
2011
AX5511 – SOT26
Boost converter AX5511 – SOT26
Boost converter
exist develop under plan
SLIDE 11 Mobile Handset Market by Stds.
Gen. 2004 2009 CAGR 2G 20% 1%
2.5G 76% 49% 2% 3G 4% 51% 90%
200 400 600 800 1000 1200
Handset sell-through (M)
GSM / GAIT GPRS CDMA EDGE 1X RTT TDMA PDC CDMA2000 UMTS EVDO
3G
iDEN HSXPA Family 2004 2009 CAGR GSM 70% 81% 14.7% CDMA 22% 19% 8.9%
2001 2003 2004 2005 2006 2007 2008 2009 2002
TD-SCDMA
SLIDE 12 Trends in Cellular Handset
- Low-end handset BOM: Sub-$30 by H1’06, sub-$25 by End’06, sub-$20 by End’07
- Multi-media function in all except the very low-end mobile handsets
– FMC – fixed mobile convergent mobile phones with WiFi to support VoIP with UMA / IMS protocols – Video
- TVoM was projected at 15% adoption by 2009 or 24Mu in US by 2010 – reception of digital TV through either terrestrial or
cellular in-band (HSDPA for UMTS, 1xEV-DO for CDMA2000)
– Audio
- MP3 audio playback become prevalent, with music download services to reach US$14B by 2011
- Display
– LCD screen size by major categories
- Smartphone: 2.2” ~ 2.6”
- PDA mobile handsets: 2.8” ~ 3.6”
- Voice-only mobile handsets: up to 2.2”
– TFT-LCD to dominate main display
- Low-end will use MSTN or CSTN with/without backlight
- OLED (mostly < 1.5”) penetration remain small (< 15% for all display by 2009) while pricing only slightly higher than CSTN-LCD
– OLED & CSTN-LCD gradually displace MSTN-LCD for sub display on low-end & mid-range
– Clam-shell type flip-phones is projected to be 45% of all handsets by 2009, while it is still slightly lower than the Candy-bar type
- Main display likely to use mostly TFT-LCD especially with the proliferation of multimedia support
– OLED will take a small share unless video performance much improved
- Sub-display mostly < 1.5” and use either MSTN-LCD / OLED
– In all handsets, share of slider-type remains small
- Improvement in CMOS sensor technology may render “Camera Flash” redundant especially for handsets
for the business/enterprise market
– Camera Flash may see demand from consumers, or become a checklist/differentiating item – Camera Flash typically consumes around 1W, with light intensity much weaker than those in DSC – In CY05, Strategy Analytics projected camera flash revenues = 36% of total LED market in handsets
SLIDE 13 Visual & Audio Components
TRI 4’06
SLIDE 14 Market Intelligence of BLU
- BLU (backlight unit) vendors
– Taiwan
- Major BLU vendors: Coretronic, Radiant, Forhouse
– Coretronic (major customers: AOU, Chi Mei, Samsung) for 49Mu of DTV and bright-view NB_PC
- ChiMei plans to be self-sufficient with 70% of BLU needs
- Harvatek for 7” panels
– 21 WLEDs for 7” panels, two bars of 20 WLEDs each in 17” LCD monitor
– Taiwan
- Epistar owns 800 LED patents, world largest AlGaInP LED
supplier, among top-4 GaN LED supplier
- Others are Arima Opto, South Epitaxy
– Nichia from Japan, Osram from Germany, Lumileds from Netherlands
- 17Mu shipped by top 5 WW notebook panel makers in
Q2’06
WW TV Unit Shipment in Q2’06, iSupply WW LCD TV Unit Shipment in Q2’06, iSupply
SLIDE 15
- Top mobile handset OEM: BenQ (Siemens)
- Top 4 mobile handset CMs: Compal, Arima, FIH (CMSC), Quanta
- Top ODM of smartphones: HTC
- Key partnerships
– EMP (Ericsson Mobile Platform) 3G: Compal, Arima, Inventec – Qualcomm: BenQ, Austek, HTC, Inventec
- Major EMS/CMs for mobile handsets
– Foxconn (FIH) clients: Nokia, Motorola, Sony Ericsson, BenQ
- Acquired biggest DSC ODM (Premier Image Tech) in H2’06
– Flextronics clients: Kyocera, Motorola
- Relationship with Compal and Kodak, acquired CMOS sensor from ASE
- Major application & baseband processor vendors
– Mediatek (60Mu in ’06), Realtek, Via
Major Players in Taiwan market
( ) FIH
SLIDE 16
Key Handset ODMs in Taiwan
SLIDE 17
Key Handset ODMs in Korea
SLIDE 18
Key Handset ODMs in China
SLIDE 19 Major Players in China market
- Major China-based mobile handsets CM/ODM: Huawei (Vodafone,
Motorola), ZTE, TCL-Alcatel
- Data access technolgies in decreasing order of dominance: xDSL (71%
market share), FTTB+Ethernet (21% market share), cable modem, WLAN
– To emerge: WiMAX (802.16a / e), coaxial cable last mile
- Major mobile wireless operators: China Mobile, China Unicom
– PHS mobile handset vendors in declining market: China Telecom – Key PHS chipset vendors: Atheros – Major handset OEMs: Lenovo, Bird, Amoi, Telsda, Guohong, Skyworth, UTStarcom
- Dominant fixed-line local telecom operators & broadband access
service operators (87% market share): China Telecom, China Netcom
- Independent Design Houses (IDHs)
– SIM Technology Group, Longcheer, TechFaith Wireless Comm, Cellon
- Major wireless IC fabless semiconductor vendors
– Spreadtrum Comm, JadeTech, C2Micro
SLIDE 20 Major Players in Europe market
- Nokia
- Sony Ericsson
- Siemens (BenQ) - discontinued
– Currently focus on business segment – Manufacturing capacities in shift to China
– Largest EMS partner of Nokia due mostly to its root in Finland
SLIDE 21 State of the Web
Penetration by Contract Manufacturers
SLIDE 22 Location of LEDs inside Devices
– Clam-shell type
- LEDs are typically embedded inside LCD Display Module within
the clam shell top, with light-guide to distribute light to main- & sub-display
- Light-guide for illumination of the sides
- WLED Driver is likely embedded inside the LCD Display
Module
– Candy-bar & Slider mobile handsets
- LEDs could be embedded inside the LCD Display Module
- WLED Driver may or may not be embedded inside the LCD
Display Module
– Ice-blue LEDs underneath the keypad – R/G/B LEDs on chassis for consumer handsets
SLIDE 23 Roles of LED in Mobile Handsets
– For main display
- 2 LEDs for screen size <2”
- 3 LEDs for screen size = 2”
- 4 LEDs for screen size >2” & <2.3”
- 5 ~ 6 LEDs for screen size >2.3”
– Small percentage for CSTN & TFT-LCD sub display
– Keypad, joystick, quick access keys – Up to 6 LEDs are used
– Funlights (colour LEDs) for status/event indication and to distinguish between calling parties – Camera flash
- Likely not critical for handsets for business/enterprise segment
- Peak current @ < 400mA for 500ms, or 750mA at 50% duty cycle,
should allow us to be competitive
– 0.67 Lux for Xenon flash – 1.0 Lux for LUXEON Flash LED
– Torch light
SLIDE 24 AX5510/A Highlight – 2A ~ 3A switch current
High Efficiency Step Up DC-DC Converter
Good for flash WLED driver higher to 500mA
SLIDE 25
AX5510 Highlight – other description
SLIDE 26
Additional - Typical Smart-phone Solutions (I)
SLIDE 27 Additional - Typical Smart-phone Solutions (II)
I&Q
camera sensor Batt
USIM card
2,5G RF
camera sensor
CAM
QCIF+ QVGA
VDE I2C Vch Touch- data Audio L/R Stereo L/R USB supply
Earpiece
Nexperia PNX5221
NFI
SDRAM NAND Flash M E M
Supply domains
FM- radio Secure NFC GPS module Bluetooth EDR IrDA WLAN
Co-existence
Keyboard 6x6 matrix jog dial
I&Q 3G RF
UAA3588E BGY505
4-Band EDGE UMTS
UAA3582 3G PA
RF i/f
ARM926EJ
I2C USIM
Audio Codec
USB
SC RAM
LCD/CAM I/F
2G/3G modem
Fast IrDA
SC ROM
Audio DSP
SDI NFI UART IOM-2 SPI KBS JDI EBI UART Flash I/F
Storage Card
SD, MS, MMC Parallel Bus Interface
UART TV receiver
SPI
Sub-system PMU
PCF50685 PMU PCF50626
(incl. WLED Driver, LDO)
I&Q
camera sensor Batt
USIM card
2,5G RF
camera sensor
CAM
QCIF+ QVGA
VDE I2C Vch Touch- data Audio L/R Stereo L/R USB supply
Earpiece
Nexperia PNX5221
NFI
SDRAM NAND Flash M E M
Supply domains
FM- radio Secure NFC GPS module Bluetooth EDR IrDA WLAN
Co-existence
Keyboard 6x6 matrix jog dial
I&Q 3G RF
UAA3588E BGY505
4-Band EDGE UMTS
UAA3582 3G PA
RF i/f
ARM926EJ
I2C USIM
Audio Codec
USB
SC RAM
LCD/CAM I/F
2G/3G modem
Fast IrDA
SC ROM
Audio DSP
SDI NFI UART IOM-2 SPI KBS JDI EBI UART Flash I/F
Storage Card
SD, MS, MMC Parallel Bus Interface
UART UART TV receiver
SPI
Sub-system PMU
PCF50685 PMU PCF50626
(incl. WLED Driver, LDO)
SLIDE 28 Additional - Layout of Smart-phone Reference Platform
Main PMU PCF50626 RF 2.5G UAA3588+ BGY505 RF 2.5G UAA3588+ BGY505 WLAN BGW211 BT BGB204 DVB-H BGT210 NFC PN531 &P5CN072 RF 3G UAA3582 RF 3G UAA3582 HW extension to plug debug tools
SLIDE 29
Additional - HTC Smart-phones display
SLIDE 30 3.5G smart phone solution
Hall Sensor Hall Sensor Open Cover Detect Open Cover Detect Low Drop Regulator Low Drop Regulator for RF/Image sensor for RF/Image sensor module module Step Down DC/DC Step Down DC/DC sync converter sync converter 4.2V 4.2V --
> 2.85V for Base Base-
Band Chip WLED Boost Driver WLED Boost Driver 4~6pcs WLED 4~6pcs WLED Q2 2007 Release Q2 2007 Release
AX5110 AX5110 AX6601 ~ 09 AX6601 ~ 09
AX8101 AX8101
WLED Charge Pump WLED Charge Pump Driver Driver 1~4pcs WLED 1~4pcs WLED Q2 2007 Release Q2 2007 Release
AX7701(4ch.) AX7701(4ch.) AX7703(single AX7703(single ch ch.) .) AX3502(0.6A) AX3502(0.6A) AX3503(1A) AX3503(1A) AX3504(2A) AX3504(2A)
Hall Effect Sensor Topology Hall Effect Sensor Topology
SLIDE 31
Driving LEDs Topology
SLIDE 32
Driving LEDs Topology
SLIDE 33
Driving LEDs
SLIDE 34
Driving LEDs
SLIDE 35
Setting LED Current
SLIDE 36
Current Control Mode
SLIDE 37
Multiple LED Configurations
SLIDE 38
Design Points
SLIDE 39
Dimming
SLIDE 40
Dot Correction
SLIDE 41
Multiplexing LED Display
SLIDE 42
Driving High Power LEDs
SLIDE 43
White LED Flashlight Boost Converter Example – TI’s TPS61058/59
SLIDE 44
Typical Mobile Handset Solution (I)
Almost had 1 ~2 ch. LDO only separated from typical PMU
SLIDE 45 Typical Power Solution of Cell Phone (II)
Boost
Charge Pump
PMU
