ID A 19 C Soup to Nuts with

ID A 19 C: Soup to Nuts with Free Software Innovation: New business models mean new opportunities Renesas Electronics America Inc. DJ Delorie Senior Engineer, Global Engineering Services, Red Hat Inc 13 October 2010 Version: 1. 1

DJ Delorie Senior Engineer, Global Engineering Services, Red Hat Inc Porting GNU Tools to embedded MCUs since 1998 Wrote M 32 C GCC/sim, RX binutils/sim, SH 2 A GCC/binutils, currently M 32 C, RX co-maintainer PREVIOUS EXPERIENCE: 2 Created DJGPP (GNU for MS-DOS) Designed PC/AT Motherboards Co-maintainer of g. EDA's PCB layout editor Author of “Easy R 8 C/M 16 C/M 32 C/R 32 C Flash Programming” Designing Open Hardware with Renesas MCUs since 2004 BS ECE from Clarkson University www. delorie. com

Renesas Technology and Solution Portfolio Microcontrollers & Microprocessors #1 Market share worldwide * ASIC, ASSP & Memory Advanced and proven technologies Solutions for Innovation Analog and Power Devices #1 Market share in low-voltage MOSFET** * MCU: 31% revenue basis from Gartner "Semiconductor Applications Worldwide Annual Market Share: Database" 25 March 2010 ** Power MOSFET: 17. 1% on unit basis from Marketing Eye 2009 (17. 1% on unit basis). 3

Renesas Technology and Solution Portfolio Microcontrollers & Microprocessors #1 Market share worldwide * ASIC, ASSP & Memory Advanced and proven technologies Solutions for Innovation Analog and Power Devices #1 Market share in low-voltage MOSFET** * MCU: 31% revenue basis from Gartner "Semiconductor Applications Worldwide Annual Market Share: Database" 25 March 2010 ** Power MOSFET: 17. 1% on unit basis from Marketing Eye 2009 (17. 1% on unit basis). 4

Microcontroller and Microprocessor Line-up Superscalar, MMU, Multimedia § Up to 1200 DMIPS, 45, 65 & 90 nm process § Video and audio processing on Linux § Server, Industrial & Automotive High Performance CPU, Low Power § Up to 500 DMIPS, 150 & 90 nm process § 600 u. A/MHz, 1. 5 u. A standby § Medical, Automotive & Industrial High Performance CPU, FPU, DSC H 8 SX M 16 C R 32 C General Purpose § Up to 10 DMIPS, 130 nm process § 350 u. A/MHz, 1 u. A standby § Capacitive touch 5 § Up to 165 DMIPS, 90 nm process § 500 u. A/MHz, 2. 5 u. A standby § Ethernet, CAN, USB, Motor Control, TFT Display § Legacy Cores § Next-generation migration to RX Ultra Low Power Embedded Security § Up to 25 DMIPS, 150 nm process § Up to 25 DMIPS, 180, 90 nm process § 190 u. A/MHz, 0. 3 u. A standby § 1 m. A/MHz, 100 u. A standby § Application-specific integration § Crypto engine, Hardware security

Microcontroller and Microprocessor Line-up Superscalar, MMU, Multimedia § Up to 1200 DMIPS, 45, 65 & 90 nm process § Video and audio processing on Linux § Server, Industrial & Automotive High Performance CPU, Low Power § Up to 500 DMIPS, 150 & 90 nm process § 600 u. A/MHz, 1. 5 u. A standby § Medical, Automotive & Industrial High Performance CPU, FPU, DSC H 8 SX M 16 C R 32 C General Purpose § Up to 10 DMIPS, 130 nm process § 350 u. A/MHz, 1 u. A standby § Capacitive touch 7 § Up to 165 DMIPS, 90 nm process § 500 u. A/MHz, 2. 5 u. A standby § Ethernet, CAN, USB, Motor Control, TFT Display § Legacy Cores § Next-generation migration to RX Ultra Low Power Embedded Security § Up to 25 DMIPS, 150 nm process § Up to 25 DMIPS, 180, 90 nm process § 190 u. A/MHz, 0. 3 u. A standby § 1 m. A/MHz, 100 u. A standby § Application-specific integration § Crypto engine, Hardware security

Innovation New business models mean new opportunities. All images may be trademarks or registered trademarks of their respective owners 8

My Position Free Software enables mass uptake, freedom to innovate. Using Free Software for your business gives you control and flexibility; using Free Software in your products gives your customers control and flexibility. 9

Microsoft and Apple’s Position! 10

Agenda Business – Using Free Software to manage your daily tasks EDA – Using Free Software to design Hardware Embedded Development with Free Software Toolchains Free Software Philosophy Q&A 11

Examples of Innovation Through Freedom IBM PC Original PC included schematics and BIOS sources ISA slot encouraged third party options Giving users control and flexibility increased popularity LAMP Stack – Linux, Apache, My. SQL, Python Basis for many business back-ends and web sites Anyone can offer support, or contribute changes Quake III License allowed for third party levels and mods Kept game 'fresh and relevent' long after the initial release GNU Toolchain Many contributors, many users = ubiquitous Nokia, Android, i. Phone Based on Free Software, value add is the extras 12

What does “Free Software” mean? The freedom to run the program, for any purpose. The freedom to study how the program works, and change it to make it do what you wish. The freedom to redistribute copies so you can help your neighbor. The freedom to distribute copies of your modified versions to others. By doing this you can give the whole community a chance to benefit from your changes. 13

Free Software: Business Desktop GNOME/KDE desktops Firefox web browser Evolution mail/news reader Evince PDF reader Open Office Word compatible PDF export by default HTML/Web export by default Servers My. SQL, Postgre. SQL, mail, web, DNS, DHCP, NFS, samba, routers, firewall, FTP, IRC. . . 14

Free Software: EDA Tools g. EDA/PCB Suite of GUI and text tools from schematics through layout Text-based file formats with published specifications Linux, Unix, Mac, and Windows Kicad Integrated GUI tools from schematics through layout Text-based file formats with published specifications Linux, Unix, Mac, and Windows Gerbers Gerbv, gerbview Icarus/GTKWave Verilog compiler, simulator, trace viewer NGSpice 15

g. EDA/PCB 16

Kicad 17

Gerbers, PDF, PNG Exports 18

NGSpice, Icarus Verilog, GTKWave 19

Free Software: Embedded Development GNU Toolchain – gcc, gdb, etc Owned by the Free Software Foundation Managed by maintainers – Red Hat, KPit, Renesas, others Many third-party support offerings Performance comparable to proprietary tools Debug via embedded stub or third party drivers Serial Mode Programming Documented hardware standard for Renesas chips Allows for programming over any serial link E 8 a, RS-232, USB, Embedded UARTs Source Control 20 CVS, SVN, GIT

GNU Toolchain New ports Maintainers Distros New Features FSF Support Packages New Optimizations USERS 21

Eclipse IDE 22

Serial Mode Programming E 8 a RS-232 Open Protocol USB Embedded UART 23

Free Software: Philosophy Free Software isn't a “religion”. It is a set of beliefs that can be leveraged to add value anywhere in the business plan, from internal operations to customer experience 24 Sharing Community Support License Licensing

Philosophy: Sharing Each participant helps the project grow Each participant must share responsibility and control 25 Adding features Providing feedback Testing Can't “own” the software design Must work together Expected to help fix bugs you find

Philosophy: Community Business demonstrates care and trust in customers Growing pains are public 26 Gives customer freedom to innovate Treats customers like partners, not minions Lets customers share in the development process Design defects are easier to spot by customers “Release early, release often” means more bugs may escape to the public Must be willing to accept constructive critisicm from the community!

Philosophy: Support Free Software enables third-party support options No central “author” to be a know-all Public contributions are best understood by their individual authors Public forums and B 2 B help common Value in support, customization, accessories 27 Customers can pass sources along to others to help with support Customers can support themselves Focus on your core competencies, let others provide niche solutions that you'd otherwise be unable or unwilling to supply.

Philosophy: License 28 The Free Software license gives freedoms to the users, but prevents users from denying those freedoms to others “Freedom for the software” No worries about “unauthorized copying” or piracy – it just doesn't exist with Free Software Community-driven extensions and enhancements are allowed, if not encouraged, by the license “Security by obscurity” is no longer an option No concept of “Software IP” - there's no intrinsic value in something that can be trivially copied for no cost.

Philosophy: Licensing models are simplified Software License is no longer a revenue stream 29 No activation keys No per-seat fees No license dongles Value, and thus revenue, is in the people behind the software – support packages, customization, training, etc. Customers can buy support packages that meet their needs, not their employee count. Attracts smaller customers Allows for unlimited “try before you buy”

Online Resources 30 www. fsf. org www. gnu. org spins. fedoraproject. org/fel www. gpleda. org www. kicad-eda. org www. redhat. com/services/custom/ www. kpitgnutools. com www. kernel. org www. firefox. com www. openoffice. org

What do you think of using Free Software in your business? 1. 2. 3. 4. 31 Great! Pretty good Could be better Needs Improvement

Questions? 32

Feedback Form Please fill out the feedback form! If you do not have one, please raise your hand 33

Renesas Electronics America Inc.