AAXXEliteElite Products Presentation Products Presentation
While LED Drivers for Mobile HandsetsMarketing - Analysis/Strategy/Roadmap Proposal Tactical Marketing Div.
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
• WLAN (802.11a/b/g) APs– Leading SoC partners: Broadcom, Marvell, Atheros– Products: LDO/Shunt, Switcher
• Mobile Handsets– Leading customers: mobile handsets OEMs/ODMs in Taiwan/China– Products: LDO/Reset IC, Charge pump, Switcher
• Power Supply, Adapter– 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
Mobile Handset – TAM Display
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, FlashBy LCD screen size
[< 2.0”] => 400/330/310** in ’07/’08/’09Number of LEDs used is less than 3
[2.0” ~ 2.5”] => 345/390/420** in ’07/’08/’09Number 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
Strategies of Sales/Distributor (I)
Reference Designs of Handset Chipset vendorsw/o own PMU: Spreadtrum Comm, JadeTech, C2Micro, Realtek, Atheros, Viaw own PMUs: TI, Freescale, Qualcomm, STM, Philips, Infineon, ADI, Agere, EMP, Nvidia, Marvell, MediaTek(Darts Tech)Reference Designs of LCD Module vendorsKorea: Samsung, LPLTaiwan: Wintek Corp., Picvue Elect., FoxconnChina: Kingsmith Airdata, Truly Semi., FoxconnJapan: Sharp, Toshiba
Strategies of Sales/Distributor (II)
OEMs & ODMsPromotion to OEMs with focus on tier-2 initially: Nokia, Motorola, Samsung, Sony Ericssion, LG, BenQ, Sagem, Lenovo, TCLPromotion to ODMs: Compal, Arima, FIH, LongCheerPromotion 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)
AX7701/A Highlight - Released
White LED driver (120mA charge pump w/ current source)
Good for LCD screen size of 2” and below
AX7701/A Highlight – other description
CMOS Product Roadmap (I)
Q2 Q3 Q4Q4’07 Q1’09
AX3513-cost downSync. 1A/1.5MhzBuck converter
AX3513-cost downSync. 1A/1.5MhzBuck converterAX3514-cost down
Sync. 2A/1.2MhzBuck converter
AX3514-cost downSync. 2A/1.2MhzBuck converter
AX350XSync. 0.6A~2.5A
1.5MhzBuck converter
AX350XSync. 0.6A~2.5A
1.5MhzBuck converter
AP3516~17Sync.3A ~ 5A1.2MHz buck
AP3516~17Sync.3A ~ 5A1.2MHz buck
2010
High Freq. CMOS Buck Converter IC
existdevelop
CMOS Product Roadmap (II)
Q3 Q4Q1’09
AX5110-SOT25Async. 350mA
Boost converter
AX5110-SOT25Async. 350mA
Boost converter
AX7701Charge Pump (1/1.5/2x)LED back-light (4chs)
AX7701Charge Pump (1/1.5/2x)LED back-light (4chs)
2010
AX6601 ~ AX6609CMOS LDO + RST
300mA~600mA
AX6601 ~ AX6609CMOS LDO + RST
300mA~600mA
Q2
AX6901~6RESET IC
AX6901~6RESET IC
AX7702Charge Pump (2x)
LED back-light (SOT26)
AX7702Charge Pump (2x)
LED back-light (SOT26)
AX7703Charge Pump
Flash light
AX7703Charge Pump
Flash light
Boost/Charge Pump IC
Low Noise LDO/Reset IC
AX5510 – DFN3x3Async. 3A/1.5MhzBoost converter
AX5510 – DFN3x3Async. 3A/1.5MhzBoost converter
2011
AX5511 – SOT26Async. 2A/1.5MhzBoost converter
AX5511 – SOT26Async. 2A/1.5MhzBoost converter
existdevelopunder plan
Mobile Handset Market by Stds.Gen. 2004 2009 CAGR2G 20% 1% -45%2.5G 76% 49% 2%3G 4% 51% 90%
0
200
400
600
800
1000
1200
Han
dset
sel
l-thr
ough
(M)
GSM / GAIT
GPRSCDMA
EDGE
1X RTT
TDMAPDC
CDMA2000
UMTS
EVDO3G
iDEN
HSXPA
Family 2004 2009 CAGRGSM 70% 81% 14.7%CDMA 22% 19% 8.9%
2001 2003 2004 2005 2006 2007 2008 20092002
TD-SCDMA
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• Form Factors
– 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
Visual & Audio Components
TRI 4’06
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
• LED manufacturers– 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
• 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
Key Handset ODMs in Taiwan
Key Handset ODMs in Korea
Key Handset ODMs in China
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
Major Players in Europe market
• Nokia• Sony Ericsson• Siemens (BenQ) - discontinued
– Currently focus on business segment– Manufacturing capacities in shift to China
• Sagem• Philips• Elcoteq
– Largest EMS partner of Nokia due mostly to its root in Finland
State of the WebPenetration by Contract Manufacturers
Location of LEDs inside Devices• Mobile Handsets
– 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
Roles of LED in Mobile Handsets• Backlighting
– 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• Illumination
– Keypad, joystick, quick access keys– Up to 6 LEDs are used
• Others– 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
AX5510/A Highlight – 2A ~ 3A switch current
High Efficiency Step Up DC-DC Converter Good for flash WLED driver higher to 500mA
AX5510 Highlight – other description
Additional - Typical Smart-phone Solutions (I)
Additional - Typical Smart-phone Solutions (II)
I&Q
camerasensor
Bat
t
USIMcard
2,5G RF
camerasensor
CAM
QCIF+
QVGA
VDE
I2C
Vch
Touch-data
AudioL/R
StereoL/R
USB supply
Earpiece
Nexperia PNX5221
NFI
SDRAM
NAND Flash
MEM
Supply domains
FM-radio
Secure NFC
GPS module
Bluetooth EDR
IrDA
WLAN
Co-existence
Keyboard 6x6 matrix
jog dial
I&Q3G RF
UAA3588EBGY505 4-BandEDGE
UMTS UAA35823G PA
RF i/f
ARM926EJ
I2C USIM
AudioCodec
USB
SC RAM
LCD/CAM I/F
2G/3Gmodem
Fast IrDA
SC ROM
AudioDSP
SDI
NFI UART
IOM-2
SPI
KBSJDI
EBI
UART
Flash I/F Storage CardSD, MS, MMC
Parallel BusInterface
UART
TV receiverSPI
Sub-system PMUPCF50685
PMUPCF50626
(incl. WLED Driver,LDO)
I&Q
camerasensor
Bat
t
USIMcard
2,5G RF
camerasensor
CAM
QCIF+
QVGA
VDE
I2C
Vch
Touch-data
AudioL/R
StereoL/R
USB supply
Earpiece
Nexperia PNX5221
NFI
SDRAM
NAND Flash
MEM
Supply domains
FM-radio
Secure NFC
GPS module
Bluetooth EDR
IrDA
WLAN
Co-existence
Keyboard 6x6 matrix
jog dial
I&Q3G RF
UAA3588EBGY505 4-BandEDGE
UMTS UAA35823G PA
RF i/f
ARM926EJ
I2C USIM
AudioCodec
USB
SC RAM
LCD/CAM I/F
2G/3Gmodem
Fast IrDA
SC ROM
AudioDSP
SDI
NFI UART
IOM-2
SPI
KBSJDI
EBI
UART
Flash I/F Storage CardSD, MS, MMC
Parallel BusInterface
UARTUART
TV receiverSPI
Sub-system PMUPCF50685
PMUPCF50626
(incl. WLED Driver,LDO)
Additional - Layout of Smart-phone Reference Platform
Main PMUPCF50626
RF 2.5GUAA3588+
BGY505
RF 2.5GUAA3588+
BGY505
WLANBGW211
BTBGB204
DVB-HBGT210
NFCPN531
&P5CN072
RF 3G UAA3582
RF 3G UAA3582
HW extension to plug debug tools
Additional - HTC Smart-phones display
3.5G smart phone solution
Hall SensorHall SensorOpen Cover Detect Open Cover Detect
Low Drop RegulatorLow Drop Regulatorfor RF/Image sensor for RF/Image sensor
modulemoduleStep Down DC/DC Step Down DC/DC sync convertersync converter
4.2V 4.2V ---- > 2.85V for > 2.85V for BaseBase--Band ChipBand Chip
WLED Boost DriverWLED Boost Driver4~6pcs WLED 4~6pcs WLED
Q2 2007 ReleaseQ2 2007 Release
AX5110AX5110
AX6601 ~ 09AX6601 ~ 09
AX8101AX8101
WLED Charge Pump WLED Charge Pump DriverDriver
1~4pcs WLED 1~4pcs WLED Q2 2007 ReleaseQ2 2007 Release
AX7701(4ch.)AX7701(4ch.)AX7703(single AX7703(single chch.).)
AX3502(0.6A)AX3502(0.6A)AX3503(1A)AX3503(1A)AX3504(2A)AX3504(2A)
Hall Effect Sensor TopologyHall Effect Sensor Topology
Driving LEDs Topology
Driving LEDs Topology
Driving LEDs
Driving LEDs
Setting LED Current
Current Control Mode
Multiple LED Configurations
Design Points
Dimming
Dot Correction
Multiplexing LED Display
Driving High Power LEDs
White LED Flashlight Boost ConverterExample – TI’s TPS61058/59
Typical Mobile Handset Solution (I)
Almost had 1 ~2 ch. LDO only separatedfrom typical PMU
Typical Power Solution of Cell Phone (II)
Boostor
Charge PumpPMU
