1. Renesas Electronics America Inc. ID A19C: Soup to Nuts with Free Software Innovation:New business models mean new opportunities DJ Delorie Senior Engineer, Global Engineering Services, Red Hat Inc 13 October 2010 Version: 1.1

2. 22 DJ Delorie Senior Engineer, Global Engineering Services, Red Hat Inc Porting GNU Tools to embedded MCUs since 1998 Wrote M32C GCC/sim, RX binutils/sim, SH2A GCC/binutils, currently M32C, RX co-maintainer PREVIOUS EXPERIENCE: Created DJGPP (GNU for MS-DOS) Designed PC/AT Motherboards Co-maintainer of gEDA's PCB layout editor Author of “Easy R8C/M16C/M32C/R32C Flash Programming” Designing Open Hardware with Renesas MCUs since 2004 BS ECE from Clarkson University www.delorie.com

3. 3 Renesas Technology and Solution Portfolio Microcontrollers & Microprocessors #1 Market share worldwide * Analog and Power Devices #1 Market share in low-voltage MOSFET** Solutions for Innovation ASIC, ASSP & Memory Advanced and proven technologies * 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. 44 Renesas Technology and Solution Portfolio Microcontrollers & Microprocessors #1 Market share worldwide * Analog and Power Devices #1 Market share in low-voltage MOSFET** ASIC, ASSP & Memory Advanced and proven technologies * 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). Solutions for Innovation

5. 555 Microcontroller and Microprocessor Line-up Superscalar, MMU, Multimedia  Up to 1200 DMIPS, 45, 65 & 90nm process  Video and audio processing on Linux  Server, Industrial & Automotive  Up to 500 DMIPS, 150 & 90nm process  600uA/MHz, 1.5 uA standby  Medical, Automotive & Industrial  Legacy Cores  Next-generation migration to RX High Performance CPU, FPU, DSC Embedded Security  Up to 10 DMIPS, 130nm process  350 uA/MHz, 1uA standby  Capacitive touch  Up to 25 DMIPS, 150nm process  190 uA/MHz, 0.3uA standby  Application-specific integration  Up to 25 DMIPS, 180, 90nm process  1mA/MHz, 100uA standby  Crypto engine, Hardware security  Up to 165 DMIPS, 90nm process  500uA/MHz, 2.5 uA standby  Ethernet, CAN, USB, Motor Control, TFT Display High Performance CPU, Low Power Ultra Low Power General Purpose

6. 66 Notes continued from previous page (continued from notes section of previous page) Renesas knows that to best facilitate the further growth and success of ubiquitous computing, we cannot offer just one CPU core or a single family of microcomputers. Thus, taking advantage of the broad span of leading technologies we have built up, we have decided to concentrate our future R&D efforts on five major CPU cores capable of excelling at major elements of the huge task. Each is optimized for addressing the requirements of diverse sets of key applications. With that business plan in mind, allow me to explain the relative positioning of these five architectures within our strong portfolio of MCUs and MPUs. An important design trend in recent years has seen system engineers taking full advantage of all the computing power that IC makers have made available — often right up to the limits of project constraints. As a result, there have been more and more design-ins of chips with 32-bit architectures. Renesas now has three complementary 32-bit microcontroller and microprocessor families aiding that trend. At the top end of the features-and-capability spectrum we offer the devices in the SuperH family, a superscalar RISC architecture that executes two instructions per clock cycle. Devices in the SuperH family deliver up to 1200 DMIPS performance, so they’re ideal for and popular in multimedia, Real-time industrial-control, server, and automotive engine- control applications. We also recommend them for performing video and audio processing on Linux-based systems Our second series of 32-bit system design solutions is the V850 family, which today is the top-selling line of 32-bit microcontrollers, worldwide. The V850 architecture provides high performance (up to 500 DMIPS), yet consumes low power while doing so. System designers have found these devices to be particularly well suited for automotive applications. The lower- frequency V850 chips are optimized for low power. Thus, they are excellent choices for portable medical equipment, for example.

7. 777 Microcontroller and Microprocessor Line-up Superscalar, MMU, Multimedia  Up to 1200 DMIPS, 45, 65 & 90nm process  Video and audio processing on Linux  Server, Industrial & Automotive  Up to 500 DMIPS, 150 & 90nm process  600uA/MHz, 1.5 uA standby  Medical, Automotive & Industrial  Legacy Cores  Next-generation migration to RX High Performance CPU, FPU, DSC Embedded Security  Up to 10 DMIPS, 130nm process  350 uA/MHz, 1uA standby  Capacitive touch  Up to 25 DMIPS, 150nm process  190 uA/MHz, 0.3uA standby  Application-specific integration  Up to 25 DMIPS, 180, 90nm process  1mA/MHz, 100uA standby  Crypto engine, Hardware security  Up to 165 DMIPS, 90nm process  500uA/MHz, 2.5 uA standby  Ethernet, CAN, USB, Motor Control, TFT Display High Performance CPU, Low Power Ultra Low Power General Purpose

8. 88 Innovation New business models mean new opportunities. All images may be trademarks or registered trademarks of their respective owners

9. 99 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.

10. 10 Microsoft and Apple’s Position!

11. 11 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

12. 12 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, MySQL, 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, iPhone Based on Free Software, value add is the extras

13. 13 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.

14. 14 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 MySQL, PostgreSQL, mail, web, DNS, DHCP, NFS, samba, routers, firewall, FTP, IRC...

15. 15 Free Software: EDA Tools gEDA/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

16. 16 gEDA/PCB

17. 17 Kicad

18. 18 Gerbers, PDF, PNG Exports

19. 19 NGSpice, Icarus Verilog, GTKWave

20. 20 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 E8a, RS-232, USB, Embedded UARTs Source Control CVS, SVN, GIT 20

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

22. 22 Eclipse IDE

23. 23 Serial Mode Programming Open Protocol E8a RS-232 USB Embedded UART

24. 24 Free Software: Philosophy Sharing Community Support License Licensing 24 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

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

26. 26 Philosophy: Community Business demonstrates care and trust in customers Gives customer freedom to innovate Treats customers like partners, not minions Lets customers share in the development process Growing pains are public 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!

27. 27 Philosophy: Support Free Software enables third-party support options Customers can pass sources along to others to help with support Customers can support themselves No central “author” to be a know-all Public contributions are best understood by their individual authors Public forums and B2B help common Value in support, customization, accessories Focus on your core competencies, let others provide niche solutions that you'd otherwise be unable or unwilling to supply.

28. 28 Philosophy: License 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.

29. 29 Philosophy: Licensing Licensing models are simplified No activation keys No per-seat fees No license dongles Software License is no longer a revenue stream 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”

30. 30 Online Resources 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

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

32. 32 Questions?

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

34. Renesas Electronics America Inc.