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