Converters First Autumn 2003.

Converters First Autumn 2003

Converters First and Signal Chain Selling with Analog Devices
Converter Agenda Why Converters First? WHAT ARE CONVERTERS? KEY CONVERTER PRODUCT AREAS High Resolution Converters General Purpose Converters High Speed Converters Specialty Converters: MicroConverters, Audio/Video Converters, DDS DISCUSS CONVERTER SALES OPPORTUNITIES This presentation for distributors was produced by ASC Distribution Marketing. WE ENCOURAGE YOU TO TAILOR THE PRESENTATION TO YOUR SPECIFIC AUDIENCE. For this reason, we have included a variety of slides to choose from.

High Performance Analog Fastest Growing Part of Analog Market
The high-performance analog market continues to grow faster than the overall analog market, as communications, computing, consumer and industrial customers increasingly develop new applications that require the highest-performance analog products. This has dramatically increased the secular growth opportunity available to ADI for analog products, relative to the early years when most of our analog products went into military and industrial applications.

Converters: The Critical Bridge Between Analog and Digital Worlds
Our largest analog product family remains data converters. By choosing a high-performance converter, signal integrity can be improved and the end user can often hear and see a quality difference. Generally, customers are willing to pay for higher performance because it differentiates their end product. Therefore converters can often be priced-to-value rather than merely priced-to-cost, producing high growth at high gross margins. ADI is the clear converter market leader and we have been growing our share steadily each year. Today at over 40% market share, we have more than twice the share of our nearest competitor.

Worldwide Data Converters market share
AD has the largest market share backed by the broadest portfolio of products for Converter applications. Source: Databeans Mar 2003

Precision Data Converters RECENT TECHNOLOGY LEADERSHIP
Year Product Description 1997 AD7730 Worlds first integrated load cell converter 1998 AD5320 Worlds first DAC in SOT-23 package AD7723 Worlds first 1Msps SD 1999 ADuC812 Worlds first MicroConverter ® AD7472 Worlds first 1Msps SAR ADC 2000 AD7476 Worlds first SOT-23 ADC AD5532 Worlds first 32-channel DAC 2001 ADuC824 Worlds first sensor signal conditioning chip AD7671 Worlds first 1Msps 16-bit SAR ADC 2002 AD7677 Worlds first 16-bit SAR ADC with ±1LSB accuracy AD5379 Worlds first 40-channel DAC AD7476A Worlds first ADC in SC-70 package 2003 AD7725 Worlds first SD with post processing engine AD7674 Worlds fastest 18-bit ADC AD7680 Worlds smallest 16-bit ADC – SOT23 package AD7790 Worlds lowest power/noise 24-bit SD

ADI Converters Deliver the Highest Speed at Every Resolution
Nearest Competitor No Existing AD9430 AD6645 AD7677 AD7674 Resolution (Bits) Speed (Samples Per Second) 600 Ksps 800 Ksps 1000 Ksps 60 Msps 80 Msps 105 Msps ~ 210 Msps 12-bit 14-bit 16-bit 18-bit We have achieved this position by continuing to out-innovate our converter competition and as a result, we continue to deliver the highest accuracy and the highest speed converters available on the market. FY2002 produced our richest crop of new converter cores, many of which are based on ground breaking converter architectures. In the first quarter of FY2003 alone we introduced 18 new converter products aimed at the highest-speed, highest-precision applications. In fact, for every resolution from 12 to 18 bits, ADI provides the highest speed converters on the market. Our converter revenue is derived from many thousands of standard converter products sold to tens of thousands of customers around the world and also from many higher volume vertical customers for whom we adapt this technology to more application-specific products.

Precision Standard Converters Leveraging Core Technology
2003 Successes Precision Standard Converters Leveraging Core Technology Congratulations are in order to our precision converter engineering teams around the world. They continue to out-innovate the competition and deliver products that are the highest accuracy converters in the industry. One recent example is our new 18-bit SAR converters that use proprietary calibration techniques to extend accuracy to better than 5 times the nearest competitor.

High Speed Standard Converters Extending Lead On Competitors
2003 Successes High Speed Standard Converters Extending Lead On Competitors We also pioneered many new high-speed converters this year, including our 12-bit, 210 MSPS ADCs, which are twice as fast as the nearest competitor and our 16-bit, 400 MSPS DACs that deliver 9dB better noise performance than the nearest competitor. Standard products like these, positioned at the technological high ground of their categories, are the most important products we build. They define the ADI brand and provide a foundation for steady, predictable growth and also core technology for developing application-specific solutions. We also leveraged these cores to high growth segments such as thermal management, energy metering and digital imaging products.

Why Converters First? ADI’s Core Products = Converters
Converter - ADI's WW Market share >41%, nearest competitor <12% share First – On many fronts: First product decision at System level design with Processor/ Microprocessor choice with respect to data input/ output and resolution/accuracy… AD is First in market share & has the largest industry portfolio for Conversion Products. Products consistently developed with expanding the Converter envelope/ landscape (next foil) AD is the industry leader for converters and thus many Industry Standards Products are as a result based on ADI products (next foil) Think Converters First, grab you share, convert your sockets/designs.... With the Industry Leader

Industry Standard Converter Products
You will probably run into the following part numbers, which have become industry standards: 8-bit ADCs: AD775, AD7821, AD7828 10-bit ADCs: AD876, AD7811 12-bit ADCs: AD574A, AD674B, AD774B, AD1674, AD7892 24-bit ADCs: AD7710, AD7714 8-bit DACs: DAC08, AD7524, AD7528, AD7548 10-bit DACs: AD9760 12-bit DACs: AD7545A, AD9762 Use ADI’s Web page to make crosses to ADI! Analog Devices is the world’s #1 innovative designer of converter products. So consequently, over the years ADI has introduced many converter products that have become industry standards. All of these products above were originally designed and introduced to the market by Analog Devices and in many cases, we still hold the dominant #1 market share for these industry standard parts. You can’t really talk about industry standard converters, without mentioning the AD574A, which was introduced many years ago. This device was so successful that it was second sourced by at least 10 competitors ! You can confidently sell all of ADI’s converter line from a position of strength. Again, don’t forget to use ADI’s cross reference on our web site to cross the competition’s offerings over to ADI.

Signal Chain Selling with Analog Devices

Analog-to-Digital Converter
What Are Converters? Analog Signal Digital Format IN OUT Analog-to-Digital Converter or ADC Temperature Pressure Position Distance Light Amps Volts OUT IN Converters are called that because they convert or translate information from one format into another format. Converters come in two distinct types : analog-to-digital converters and digital-to-analog converters. The analog-to-digital converters (or ADCs for short), translate or convert analog signals which are characteristic of ‘real-world signals’ like temperature, pressure, volts, amps, distance or light intensity into a digital representation of that signal (binary code consisting of zeros and ones). The digitized signal can then be more easily processed, computed, transmitted or stored. Conversely, digital-to-analog converters (or DACs for short) perform the translation in the opposite direction. They convert the stored or transmitted digital representation of the analog signal back into the analog or ‘real-world’ format. This analog signal can then be used for control, or displayed or may then undergo further analog processing. Digital-to-Analog Converter or DAC

Where Do Converters Fit into the Signal Chain Flow?
Interface Switch Mux DSP/MicroProc MicroContr/PC DAC Display Driver V Reference Sensor Signal Cond MicroProcessor Supervisory Power Management V out ADC ADCs <1MSPS ADCs High Resolution, Sigma-Delta ADCs >1MSPS ADCs Single Supply ADCs Special Purpose ADCs Stereo & Audio ADCs DACs Low Power DACs Precision DACs True Single Supply DACs Special Purpose DACs Stereo & Computer Audio DACs In many Analog Devices training programs you’ll hear about the signal chain. This is an important selling technique because it provides a logical means to help you systematically sell the maximum number of Analog Devices products. This is a very general signal chain example typical of many instrumentation systems. In this example, a sensor initially converts some ‘real-world’ phenomenon such as light, temperature, pressure etc. into an analog voltage or current. This analog voltage or current may then go through some form of analog signal processing, such as a series of amplifiers which will make the signal larger or ‘cleaned up’ to remove any unwanted noise. Once the signal has been amplified and ‘cleaned up’, it is then ready for conversion into digital format. This is where the ADC comes in. The amplified and the ‘cleaned up’ analog signal is then converted into a digital format or code. Don’t forget to ask about Voltage References if they aren’t included on the ADC. In many systems the ADC will usually be found right after the signal processing elements such as the amplifiers, and before the digital signal processor or microprocessor/microcomputer. The digital signal processor or the microcomputer are used to perform many digital computations or manipulations of the signal in its digital format. Once the signal has been manipulated digitally it may need to be converted back into its original analog format for display such as in the case of an oscilloscope. This is where the DAC comes in. Also notice that many times the ADCs or DACs may need voltage references to make them operate correctly, if they are not on board the ADC or DAC already. Chances are that if a customer is using an ADC in a system, that they’ll also need a DAC or two and vice-versa.

What is ADI’s Market Position in Converters?
ADI offer Converters in four major categories: High Resolution Converters General Purpose Converters High Speed Converters Specialty Converters: MicroConverters, Audio/Video Converters, DDS ADI is #1 in ALL FOUR! ADI is #1 in Converters WORLDWIDE! Analog Devices has a long and rich history in the world of converters. No one knows more about Converters than Analog Devices. Analog Devices is the #1 market leader today and Analog Devices will continue to be the #1 market leader in the future! ADI offers Converters in four major categories: High Speed, High Resolution, General Purpose converters and MicroConverters. ADI is #1 in all four worldwide. Building on our dominant position in converters, ADI introduced the MicroConverter, another industry first. ADI has combined a 12-bit ADC with two DACs, Flash memory and an 8052 microprocessor onto a single piece of silicon to create an entire system-on-a-chip. If you remember only one thing from this presentation today, it should be that Analog Devices is dedicated to maintaining its position as the #1 market leader in Converters.

High Resolution Converters Definition and Competition
How does ADI define High Resolution Converters? Converters that provide > 16 bits of resolution (accuracy) Who’s the Competition for High Resolution Converters? Burr Brown and Cirrus Logic (Crystal), Maxim and LTC trail behind ADI in this area Watch for: Burr Brown: ADS12xx, ADS78xx, DACxxx, ADS8320 Cirrus/Crystal: CS552x, CS7xxx, CS5101 Maxim: MAX195, MAX1200 LTC: LTC1604, LTC1605 Use ADI’s Web page to make crosses to ADI! ADI defines High Resolution Converters as those that provide greater than or equal to 16 bits of resolution or accuracy. Converters range in accuracy or resolution as it is usually referred to from 6-bit types, all the way up to up to about 20 or 22-bits of resolution. So clearly the least accurate converters will be the 6-bit type with the mid-point at about 12-bits and 20 to 22-bit converters being used in the most accurate systems. Analog Devices chooses to define the high resolution converter products as being 16-bits and above. In the high resolution marketplace, again, ADI is a strong number one, followed far behind by TI(Burr Brown), Cirrus Logic (Crystal) Maxim and LTC. Look for the competitors’ numbering schemes above and use the ADI cross-reference on the web to make crosses to ADI:

High Resolution Converters You Can Win Designs in ...
Communications High speed modems Video set top boxes ADSL/HDSL Cable modems Instrumentation EKG equipment Blood chemistry/blood analysis measurement Patient monitoring systems Weigh scales Industrial Controls For monitoring low-level signals for controlling flow, pressure, linear motion High Resolution Converters are used wherever accuracy is a must. Again, these will be systems where the designer is specifying greater than or equal to 16-bit converters. Common applications are found in the instrumentation, industrial controls and data acquisition markets. Let’s take a moment to make a distinction between high speed and high resolution type instruments, because sometimes people confuse the two... Some instruments may require high resolution converters, but these converters may only operate at low speeds. For example an EKG or patient monitoring system may require high resolution (or accuracy) converters in the 22-bit range, which only sample at fairly low rates say 100Hz. This system is an example of a low speed, high resolution instrumentation system. Other instruments, however may require low resolution converters that operate at very high speeds. An example of this is a digital storage oscilloscope, uses lower resolution, 6-bit converters. But these 6-bit converters operate at very high speeds often as fast as 20MSPS. This is an example of a high speed, low resolution instrumentation system. Data acquisition is an example where a oil logging system may be monitoring seismic data from a number of sensors or transducers. Here the data to be collected needs to be highly accurate, say in the 16-bit resolution range, but the sample rate may only be medium speed, in the 100 ksps range. Industrial control applications may also need fairly high resolution 16-bit converters to accurately measure the temperatures, pressures or flow rates of chemicals in an oil refinery or chemical processing plant. But although the data collected needs to be fairly accurate (requires 16-bit converters), the converter speed may only be in the 100 ksps range. Imaging Camcorders Scanners Digital cameras Graphics digitizers Data Acquisition PC-compatible plug-in boards Data monitoring/logging equipment Automatic test equipment

High Resolution Converters ADCs: AD7732/4/8/9
The AD7732/34 are multi-channel 24-Bit Sigma Delta ADC family. They contain thin-film resistors to allow input FS ranges of +/-10V, +/-5V, and 0 to 10V & 0 to 5V, all under software control. Competition: From TI/BB the ADS125X family is the closest Sigma delta ADC competition. If you add up the external components required for this, it's a higher cost and higher total power solution. The LTC2440 is lower speed. Target: Industrial PLC & DCS equipment; Medical ECG designs, High resolution Data Acquisition, High-speed multi-channel data scanning. As per AD7732 except has 4 single ended i/p’s AD7734 As per AD7732 except 16-bit p-p resolution at 8.5kHz has 8 single ended/4 diff i/p’s has i/p ranges from +625mV AD7738 As per AD7738 except lower AIN currents supports higher source impedance AD7739 What are the key features and customer benefits? * Genuine +/-10V, +/-5V, 0 to 10V & 0 to 5V operation, software programmable. * Over-voltage tolerant input structure * 16-Bit pk-pk resolution at 2kHz output rate * 2-Channel (Differential) version with thin-film resistors, AD7732 Pricing ranges from: sub $9

High Resolution Converters ADCs: AD7790/1
The AD7790/AD7791 are low-power, complete analog front ends for low frequency measurement applications. The device consumes 65 µA of current typically when operated with a 3 V power supply and 75 µA typical when operated with a 5 V power supply with the buffer disabled. The AD7791 contains a 24-bit Sigma Delta ADC with one differential input, which can be buffered or unbuffered. The AD7790 is a 16-bit version of the AD7791. Competition: ADS1100 or ADS1244, the AD7790/91 easily outperform both parts and in addition provide an internal buffer and clock. Target: 4-20mA Transmitters, Battery Applications, Handheld Instrumentation, Sensor Measurement, Temperature Measurement Pressure Measurement, Weighscales (kitchen/bathroom) Features 16 & 24 Bit Sigma Delta ADCs Simultaneous 50/60Hz rejection Internal 32 KHz Clock Oscillator Normal power 150uA (typical 65uA) On Chip Buffer On Chip PGA (AD7790) Power down: 1uA 10-lead uSOIC package Pricing ranges from: sub $3 for AD7790 & sub $4 for AD7791

Where are these ADCs used?
Process Control 4-20mA Sensors Temperature Pressure Weigh Scale Instrumentation Gas Monitoring Portable Instrumentation Medical Instrumentation

High Resolution Converters 18 Bit SAR ADCs: AD7674
The AD7674 is a 18-bit, 800 kSPS, SAR, fully differential ADC that operates from a single 5 V power supply. The part an internal conversion clock, an internal reference buffer, error correction circuits, and both serial and parallel system interface ports. Competition: TI/BB ADS8381 Target applications: CT scanners and other medical instrumentation, high-speed data acquisition, spectrum analyzers, control systems, test and measurement, and communications systems. As per AD7674 except 100ksps throughput AD7678 The AD7674 is a 18-bit, 800 kSPS, charge redistribution SAR, fully differential analog-to-digital converter that operates from a single 5 V power supply. The part con-tains a high-speed 18-bit sampling ADC, an internal conversion clock, an internal reference buffer, error correction circuits, and both serial and parallel system interface ports. The AD7674 is hardware factory calibrated and is comprehensively tested to ensure such dc parameters of gain, offset, and linearity. It is fabricated using Analog Devices? high-performance, 0.6 micron CMOS process and is available in a 48-lead LQFP or a 48-lead LFCSP with operation specified from Pricing: $39 in 1k+ As per AD7674 except 570ksps throughput AD7679

High Resolution Converters ADCs: AD76xx PulSARTM ADC Series
16 Bit Resolution & Sampling rates upto 1 MSPS combined with an internal reference – Family offers Pin compatible versions with: AD7651 & AD7661 at 100kpsp AD7652 & AD7662 at 500ksps AD7653 & AD7663 at 1000ksps AD7680 / 100kSPS, 16-Bit ADC, 6-Lead SOT-23Anonymous Competition: . Competition will be strongest from BB/TI. ADS8320/21/24 ADS8322/23, LTC counters with the LTC1864 & Maxim has the MAX195, MAX1132/1133 MAX14XX series Applications: Industrial process control, medical instrumentation & analytical instrumentation, motor control.. The trend is for more industrial process control & instrumentation applications to reach for higher resolution from Converters. There are 6 members in this family so the Customer can trade-off to select the right price, performance and accuracy needs based on the application. Strategy: This product family is positioned for the low-cost 15-bit NMC market. Competition will be strongest from BB/TI. Their line of MSOP 15-bit, NMC models: ADS8320/21/24 pioneered the low-cost 16-bit market. BB/TI also has the ADS8322/23 models for parallel applications with a reference. LTC counters with the LTC1864: 8-lead MSOP 100kSPS Maxim has the MAX195 at 85kSPS but, unlike the BB/TI offerings at about $6.00, the MAX195 I priced at $24.00 MAX1132/1133 is 200kSPS with reference at $19.95 at 1k. MAX14XX series offers multi-channels and low cost. Customers National Instruments, Rockwell/Allen Bradley, IO Tech, Honeywell, Matsushita, Siemens, General Electric, Mettler-Toledo Foxboro, MKS Instruments, Advantest, Teradyne, Agilent, Beckman, BioRad, JDS Uniphase

High Resolution Converters ADCs: AD7680/85/86 PulSARTM ADCs
The AD7680 is World’s smallest 16 Bit SAR in a 6-lead SOT-23 package. Throughput rate of 100ksps to 420ksps Low power dissipation 3V & 5V Typ) AD7685/86 are in 10 lead microSOIC Competition: The above parts are next generation high resolution parts to maintain our industry leading position Applications: Ideal for portable instrumentation, mobile communications, remote data acquisition systems and medical control systems The AD7680 is a 16 Bit Successive approximation ADC - released Release Date: December 2003 1k Price: AD7685= $8.00, AD7686= $12.00

General Purpose Converters Definition and Competition
How does ADI define General Purpose Converters? 8 to 14 bits of resolution Up to 1 MSPS sample rate Who’s the Competition for General Purpose Converters? ADI is #1 in GPC! Others include Maxim, Sipex, TI/Burr Brown and Crystal Watch for: Sipex: SP574, SP674, SP1674 TI/ Burr Brown: ADC574, ADC674, ADC1674 Maxim: MX574, MX7524, MX7528 Crystal: CS5xxx Use ADI’s Web page to make crosses to ADI! Analog Devices defines General Purpose converter applications as those that require converters with 8 to 14 bits of resolution and speeds of up to 1 MSPS. We know that this is not a really hard and fast definition, but it holds true in most situations. Generally speaking, if a converter does not fit neatly into the ‘High Speed’ category or the ‘High Resolution’ category, then it is probably a ‘General Purpose Converter’ application--but don’t quote me! ADI is the #1 supplier of General Purpose Converters. The key competitors include Maxim, Sipex, Burr Brown and Crystal. Use ADI’s web page cross reference to make crosses to Analog Devices’ products.

General Purpose Converters ADCs: AD7450A & AD7476A series ADCs
AD7440 / AD7450A / Differential Input, 1 MSPS, 12&10-Bit ADCs in 8-lead SOT23. Competition:TI/BB Applications:Transducer Interface, Battery Powered Systems Data Acquisition systems, Portable instrumentation Motor Control, Communications Fast Throughput rate:1 MSPS Specified for Vdd of 3V & 5V Low power at max throughput Rate mW typ at 1MSPS with 3V supplies 9 mW typ at 1MSPS with 5V supplies Fully Differential Analog Input Wide Input Bandwith, 70dB SINAD at 300kHz Input Frequency Flexible power / Serial Clock Speed Management No Pipeline delays. High speed Serial Interface. Power-down mode: 1uA max Pricing ranges from $2.5 to $5

General Purpose Converters ADCs: AD7476A/77A/78A series – 1MSPS
World’s smallest 12-, 10 & 8-Bit ADCs in SC70 package (almost 50% reduction on SOT23 Package) 2.35 to 5.25 V Power Supply Compatible with 2.35 V Logic and Lower Samples now & Release in June 02 Very Low Power; AD7476/7477/7478 is 3 mW AD7920/AD7910 – 250 ksps 12 & 10-bit ADC with 2mW power dissipation Competition: Maxim MAX1288, MAX1289, MAX1088 and MAX1089, MAX They are housed in a bigger package (8-SOT) and operate at a much slower thru'put rate ~ 165ksps Analog Devices’ AD747x/749x core general purpose analog-to-digital converters (ADCs) offer the best speed versus throughput rate ratio available in the industry. They have a single 3 V to 5 V Power Supply which is compatible with 2.35 V logic and lower. In addition, they are very low power; for example, AD7476/7477/7478A is 3.0 mW Max. The AD7476A/77A/78A are the world’s first 8-, 10- and 12-bit ADCs in SC70. As far as competition, BB, LTC Maxim and TI products can’t match ADI speed/power figure of merit. And, only ADI offers 10- and 12-bit ADCs in SOT-23 packages. The AD747x/79xx products are general-purpose parts. Their high speed, low power and small package make them competitive in just about every application, ranging from low-rate sensor monitoring to high-speed signal processing. To date, they’ve been successfully designed into x-ray equipment, base stations and pressure monitoring, among other applications. Smallest Generic Description Package Comment AD7476A/77A/78A 12/10/8-Bit ADCs SC70 SC70 is 1/2 Size of SOT23 AD7920/7910 12/10-Bit l ADCs AD7490/2 – 2 mW power dissipation

Competitive DACs from ADI
Approx 45% Market Share – General Purpose DAC Competition : TI + Burr-Brown, Maxim, LTC Source: Databeans

General Purpose DAC Markets

General Purpose Converters DACs: AD5308/18/28 Family
8-, 10-, 12-bit, pin compatible Octal Voltage Output DACs in a small 16-lead TSSOP package Operate from V & consume only 0.8mA (Power down 0.12 micro Amp) 3 wire interface is compatible with SPI, QSPI, MICROWIRE & DSP interfaces Competition: 8 Bit - LTC1665, MAX521, MAX5258, MAX5259, MAX529, TLC5628, TLV5628, TLV5629, TLV5632 10 Bit - LTC1660, MAX5308, MAX5309, TLV5608, TLV5631 12 Bit - MAX5306, MAX5307, TLV5610, TLV Target: Portable battery-powered instruments, digital gain and offset adjustment, programmable voltage and current sources, programmable attenuators, optical networking laser diode driver applications The AD53x8 are 8-, 10-, 12-bit, pin & software compatible Octal DACs. The AD53x8 are in 16-pin TSSOP package with industrial grade temperature specification: -40 to 105 Deg C. Pricing starts at $4+ to $8+ depending on resolution. These products will be attractive to customer based on both their small package size and their performance. Power consumption is another important parameter, and it will be hard to beat this part. Target applications include: Portable Battery-Powered Instruments, Digital Gain and Offset Adjustment, Programmable Voltage and Current Sources, Optical Networking, Automatic Test Equipment, Mobile Communications, Programmable Attenuators, Industrial Process Control, Portable Instrumentation, Power Amplifier Control

DAC for System Monitor & Control AD53XX – VOUT DAC Family
INL Plot Pin & Software Compatible Families In Space Saving SOT23 Packages Guaranteed Monotonicity Ideal for Closed Loop Applications DC Level Setting Single supply, dc voltages Low Power: 100uA Support Functions Consume Little Power Serial Interface Versions with DSP/SPI/I2C Interfaces Power-On Reset Output Voltage Powers up to 0V 8, 10 & 12-bit single DACs with SPI/DSP interface dual, quad & octal versions also available AD5300, AD5310 & AD5320 8, 10 & 12-bit single DACs with I2C interface dual & quad versions available AD5301, AD5311 & AD5321 8, 10 & 12-bit single DACs with parallel interface dual & quad versions available AD5330, AD5331 & AD5342

General Purpose Converters DAC: AD5530 & AD5531
The 12-bit AD5530 and the 14-bit AD5531 are high-accuracy, bipolar ±10 V voltage output, pin and software compatible digital-to-analog converters (DAC) with a serial interface. The AD5530 and the AD5531 utilize a versatile 3-wire serial interface compatible with standard SPITM , QSPITM MICROWIRETM and DSP interface standards. Other features include power down, data read-back and daisy-chaining of parts over a single interface. Competition: The ADI advantage is better specifications, more compact packaging, and lower prices than LTC/Maxim. Target: Industrial Automation, Digital Gain and Offset Control, Automatic Test Equipment, Process Control, General Purpose Instrumentation The 12-bit AD5530 and the 14-bit AD5531 are high-accuracy, bipolar ±10 V voltage output, pin and software compatible digital-to-analog converters (DAC) with a serial interface. The AD5530 and the AD5531 utilize a versatile 3-wire serial interface compatible with standard SPITM , QSPITM MICROWIRETM and DSP interface standards. Other features include power down, data read-back and daisy-chaining of parts over a single interface. Operating current is less than 2 milliamps and less than 50 microamps in the power-down mode. On-chip reference buffers allow use of a single positive reference voltage. Supplied in a small 16-lead TSSOP package, the parts operate over -40°C to +85°C with dual supplies between ±12V and ±15V. Pricing starts at 1k+

AD5570 – World’s Only 1LSB, 16 Bit Vout DAC (Bipolar), Serial Interface
16-Bit Linearity Performance 1 LSB INL & DNL Specifications Allows Open Loop Control Large Output Voltage Swing Buffered Output Voltage Range up to +/-10V Serial Daisy Chaining Capability Eases Processor Interfacing in Multiple DAC Apps Data Readback Capability For System Verification Purposes Asynchronous Output Update Better Control of Output Update for Single or Multiple DAC Apps Output Control During Power-On/Off Output held at 0V While Power Supplies Transition On and Off 10us settling time On-chip reference buffers 16-pin SSOP package AD5570 As per AD5570 except 12 & 14-bit resolution respectively AD5530 & AD5531

DAC Applications Matrix
INDUSTRIAL Process control, Motor Control, PLC AD5530/1 - +/-10V 12/14 Bit AD LSB 16Bit AD5582/3 – +/-10V Quad 10/12 Bit AD7398/9 - +/- 5V, Quad 10/12Bit AD9833/4 – 25/50Mhz, <30mW, MSOP INSTRUMENTATION Portable, Communications AD53xx – Low Power, Small Pkg AD54xx – >10MHz B/W - MSOP COMMUNICATIONS Base-stations, Optical AD539x – High Density DAC (16Ch) AD538x – High Density DAC (40Ch) ATE AD5379 – Bipolar 40 Ch DAC AD55xx – 14/16Bit Current Out

General Purpose Converters DACs: Key Message – Largest Portfolio/Family
Largest Portfolio: over 200 models Widest Portfolio: upto 18bits, 1-40 channels, Serial/Parallel/I2C, Vout/Iout, Low voltage/single supply, High voltage/bipolar Highest Accuracy: upto 18bit +/-1lsb INL Smallest Area per DAC: 2.7mm2 Packages: SOT23, LFCSP, MSOP, BGA, QFP, TSSOP, SSOP,… Lowest Current per DAC: 60uA Largest Signal ranges: upto +/-15V and Rail-to-Rail (0 to V)

General Purpose Converters You Can Win Designs in ...
Test and Measurement Digital multimeters Portable instrumentation ATE Military/Aerospace Radar Sonar Cockpit Display Telecommunications Basestations Optical Datacomms Industrial Control 4-20mA control loop- powered apps Motor control Temperature, Pressure measurement General Purpose Converters are used widely in many markets, for everything from test and measurement to military/aerospace and telecommunications to industrial control and computer applications. Computer PC-based data acquisition

High Speed Converters Definition and Competition
How does ADI define High Speed Converters? Converters that sample at > 3 MSPS (Mega samples per second) Who’s the Competition for High Resolution Converters? TI/Burr Brown, Maxim and LTC trail behind ADI in this area Watch for: Burr Brown: Maxim: MAX LTC: LTC Use ADI’s Web page to make crosses to ADI! ADI defines High Speed Converters as those that provide greater than or equal

High Speed Converters ADCs: AD9430
The AD9430 is a 12-bit monolithic sampling analog-to-digital converter optimized for high performance, low power, and ease of use. The product operates up to a 210 MSPS conversion rate and is optimized for outstanding dynamic performance in wideband carrier and broadband systems Competition: There isn't any competition at this speed! Target:Wireless and Wired Broadband Communications, Cable Reverse Path, Communications Test Equipment, Radar and Satellite Subsystems, Power Amplifier Linearization The AD9430 is a 12-bit monolithic sampling analog-to-digital converter optimized for high performance, low power, and ease of use. The product operates up to a 210 MSPS conversion rate and is optimized for outstanding dynamic performance in wideband carrier and broadband systems. All necessary functions, including a track-and-hold (T/H) and reference are included on the chip to provide a complete conversion solution. Pricing

High Speed Converters DACs: AD9786
The AD9786 is a 16 bit, high speed, CMOS DAC with 2x/4x/8x interpolation and signal processing features tuned for communications applications. It offers state of the art distortion and noise performance. 16-Bit Resolution, 160 MSPS Input Data Rate, 400 MSPS DAC Rate Competition: Fujitsu Target:Multi-Carrier, Direct IF Communications, Architectures: W-CDMA, GSM, TDMA, CDMA High-Performance Instrumentation and Signal Generation The AD9786 is a 16 bit, high speed, CMOS DAC with 2x/4x/8x interpolation and signal processing features tuned for communications applications. It offers state of the art distortion and noise performance. The AD9786 was developed to meet the demanding performance requirements of multi-carrier and third generation base stations. The selectable interpolation filters simplify interfacing to a variety of input data rates while also taking advantage of over sampling performance gains. The modulation modes allow convenient bandwidth placement and selectable sideband suppression. Pricing: sub$47 in 1k+

High Speed Converters ADCs: AD9215, AD9235, AD9245
The AD9215 is a 10-bit, 65/80 MSPS ADC. It is pin-compatible with the AD9235 (12-bit, 20/40/65 MSPS ADC), and the AD9245 (14-bit, 80 MSPS ADC), allowing easy migration to higher resolutions. The AD9215 operates on a single +3.3 V analog supply and consumes a low 90 mW at 80 MSPS. Competition: ADCs from Maxim, TI, and SPT. However, the AD9215 offers the same or better performance for lower power. The AD9215 is also available using the ADC pin for pin compatible family strategy that utilizes the small 32-pin LFCSP package Target: Its low power dissipation makes the AD9215 ideal for medical instrumentation and other power sensitive systems. Look for manafuactureres of Ultrasound Equipment, IF Sampling in Communications Receivers, Backhaul point to point radios, Battery-Powered Instruments, Handheld Scopemeters, DTV and projectors The AD9215 is a 10-bit, 65/80 MSPS ADC. It is pin-compatible with the AD9235 (12-bit, 20/40/65 MSPS ADC), the AD9236 (12-bit, 80 MSPS ADC), and the AD9245 (14-bit, 80 MSPS ADC), allowing easy migration to higher resolutions. The AD9215 operates on a single +3.3 V analog supply and consumes a low 90 mW at 80 MSPS. The AD (10-bit, 105 MSPS grade) will be available in production quantities in August 2003 End Market: Comms - Broadband, Comms - WireLess, Consumer - Video, I & I - Instrumentation, I & I - Medical AD9215 $6.15 for 1k+

TxDAC Family in 32-Lead Chip-Scale Package (LFCSP)
SOIC mm2 TSSOP 63.7 mm2 67% Smaller than SOIC LFCSP 5.00 mm x 5.00 mm = 25 mm2 60% Smaller than TSSOP! 87% Smaller than SOIC!! Why Integrate the DAC function into your ASIC, when you can mitigate risk with a small area hit on the PCB? This graphic demonstrates the extreme board area savings that can be realized with the LFCSP package. This package is 60% smaller than the TSSOP and 87% smaller than the SOIC, and also exhibits better thermal characteristics. This package option will obviously be popular in portable applications or any system where space is at a premium. We also believe that this package will be attractive as an alternative to integrating high-speed converters into ASIC designs. The system designer can greatly reduce risk and pay a relatively small hit in board area.

Analog Devices Leader In High-performance Analog
For every tough design challenge, a high performance solution… INDUSTRY LEADERSHIP Speed Accuracy Low Power SIGNAL PROCESSING EXPERTISE General Purpose DSP Specialized Transceiver Processors BROAD TECHNOLOGY CAPABILITY Broadest Portfolio Of System Focused Converter Solutions Available From An IC Supplier, Enabled By Superior Technology Access As a company with over 35 years in converter development and production Analog Devices has a strong history of being a premier supplier to the commercial, industrial and military markets offering the broadest portfolio of high performance analog, mixed signal and DSP products available. Our leadership is noted in performance and cost, leveraging our years of experience in a wide variety of analog to digital and digital to analog converters, amplifiers, power management, specialized communications processors, motor control, digital signal processing and MEMS components. These products have been fueled by access to the most advanced process capabilities available. Where new process capabilities have been needed, Analog has made the investments to develop and/or access the required technologies. A substantial part of these investments has been in advanced models that encompass verified process shifts and intricate device behaviors, enabling high level circuit models that identify a products’ stability allowing accurate risk-cost assessments and insuring predictable supply of the products to our customers. As a subsequence, Analog can offer advanced product capabilities at very competitive pricing with the reduced risk that an industry leader offers.

Specialty Converters Definition and Competition
How does ADI define Specialty Converters? Converters that take the core ADI converter products and integrate other functions to make either application or functionally a highly integrated solution Examples: Microconverter, Audio, Video converters, DDS (Direct Digital Synthesis) and MxFE (Mixed Signal Front End) Solutions Who’s the Competition for High Resolution Converters? Varied dependent on Functionality but mainly TI/Burr Brown, Maxim (Microconverters), Cirrus Logic (audio) and LTC etc Watch for: Burr Brown: MSC1210, SRC4190, SRC4192/3 Cirrus/Crystal: CS552x, CS7xxx, CS5101 Others: Maxim, LTC, Cygnal LTC: Use ADI’s Web page to make crosses to ADI! ADI defines Specialty Converters as products derived from the core ADI converter products that have integrated other functions to make either application or functionally a highly integrated solution for the Customers Examples: Microconverter, Audio, Video converters, DDS (Direct Digital Synthesis) and MxFE (Mixed Signal Front End) Solutions

Audio Converters DAC: AD1955
The AD1955 is a complete high-performance single chip stereo digital audio playback system 24-bit, 192kHz with 120 dB SNR Compatible with DCD audio and Compact disc formats Samples now, release July 02 Competition: Similar products from Cirrus (Crystal), TI/BB Applications: High end DVD, Home theatre, automotive audio, digital mixer desks, digital audio processors The AD1955 Audio DAC is targeted for high end audio applications. Pricing starts at just under $7 Applications: High end DVD, Home theatre, automotive audio, digital mixer desks, digital audio processors

Audio Converters Sample Rate Converter: AD1896
The AD1896 is a 24-bit, high performance asynchronous Sample Rate converter The AD1896 takes audio signals at any GIVEN Sampling Rate and converts it to any DESIRED Sampling Rate. First SRC to exceed 130dB SNR with 142dB dynamic range Lower cost pin-compatible AD1895 with 128dB dynamic range Competition: The only real competition is the CS8420 of Crystal. Performance of the AD1896 is superior compared to the CS8420 (about 15dB better in DNR and THD+N). Target Applications: DVD-R, CD_R, high end PC sound cards, Car HiFI, Satellite Radio The Sample Rate Converters essentially convert between one media format samples to another media format i/.e. CD to DVD to ensure that the data is in synchronous. For example, a digital mixing console runs usually on 48kHz, if the input is a signal from a CD-player (FS = 44.1 kHz), the sampling rate needs to be converted from 44.1 to 48 kHz. The AD1895 is pin compatible with AD1896 and pricing ranges from Sub $7 to $11+ Professional Audio Equipment Manufacturers, such as Digital Mixing Consoles, Broadcast Equipment, Digital Audio Effects Processors, Musical Instruments, CD-R, DVD-R, Digital Automotive Audio Systems, Home Theater Systems

Decoders, where do you use them?
Any application that needs to convert analog video signal into digital format Examples of applications DVD Recorders New Generation Digital TV’s PVR HD based LCD TV Projectors Flat Panels with Video options Security & Surveillance Industrial Imaging Automotive entertainment

Standard Definition Competition Comparison

AFEs for Scanners, Digital Color Copiers, and Multi-Function Peripherals
AD9805: 3x10-bit, 6 MHz AD9807: 3x12-bit, 6 MHz AD9816: 3x12-bit, 6 MHz AD9814: 3x14-bit, 10 MHz AD9822: 3x14-bit, 15 MHz AD9826: 3x16-bit, 15 MHz

AD9860/2 MxFETM for Broadband Communications

Signal Synthesis Products
Direct Digital Synthesis - DDS Single Tone Direct FSK and PSK modulation Chirp and Swept Frequency Operation Quadrature Modulators and Upconverters 12 and 14 bit data paths Integrated DDS to create Digital IF I/Q vector modulation Data rate interpolation

DDS Core Progression – 25Mhz/50Mhz
350mW AD9830 300mW 0.6um 5V CMOS Core 50MHz Clk Serial Interface 0.6um 5V CMOS Core 50MHz MCLK Parallel Interface 250mW AD9835 Power 200mW 0.25um CMOS Core Serial Interface 150mW AD9831 AD9832 100mW Lowest Power DDS !!! 0.6um 5V CMOS Core 25MHz Clk Parallel Interface 0.6um 5V CMOS Core 25MHz Clk Serial Interface AD9834 50mW AD9833 1996 1997 1998 2002

LOWEST POWER DDS AD9833/AD9834 FEATURES
OUTPUT TYPE Voltage Current (Differential Iout) COMPARATOR No Yes MAX REFERENCE CLOCK 25MHz 50MHz POWER (typ at 3V) 20mW 25mW PACKAGE 10 MSOP 20 TSSOP REGISTER CONTROL Software Pin & Software SUPPLY V OUPUT WAVEFORM Sine/Tri Wave/MSB NARROWBAND SFDR 78db typ Specific Common

Applications Applications Excitation: (Tuning, Tracking, Resonating)
mProcessor AD9833 Filter Amp Proximity Sensor Signal Purity (Test Equipment, Modulation, Comms, Instrumentation). Phase Comparator Filter Loop Filter AD9834 VCO RF OUT Divide by N Clock In Clock Reference for PLL

High Frequency DDS Synthesizer Selection Guide
Low Power DDS High Frequency DDS Parameter AD9851 AD9852 AD9854 AD9857 AD9858 AD995X Master Clock 180 MHz 300 MHz 200 MHz 1 GHz 400 MHz DAC Res 10-bit 12-bit 14-bit Control Interface Par / Serial Serial Par/Serial SFDR >43 70 MHz Aout MHz(±1 MHz) Aout 80 65 MHz (±100 kHz) Aout > MHz Aout Supply Voltage +2.7 V to V 3.3 V 1.8 V Power MHz 1.9 to 2.7 W 1.9 to 3.4 W 1 to 2 W 1 GHz Less than 0.25 W Package 28-SSOP 80-LQFP 100-EPAD TQFP 48-EPAD TQFP On-chip Comparator Yes No Notes Clock-multiplier (6X) Auto Freq. Sweep Clock multiplier (4-20X) Quadrature Outputs Modulator or Single Tone Mode Auto Freq. Sweep, PLL, Mixer, 2 GHz input clocking RAM, Comparator, Auto Freq. Sweep

DDS Modulators On-chip 14-Bit DAC AD9853 AD9856 AD9857 Parameter
Master Clock 165 MHz 200 MHz DAC Res 10-bit 12-bit 14-bit Control Interface Serial SFDR >50 42 MHz (single-tone) >80dB 70 MHz 80 65 MHz (±100 kHz) Aout Supply Voltage +3.3 V to +5 V +3 V 3.3 V Power V 1 to 1.5 W depending on configuration 1 to 2 W depending on configuration Package 44-MQFP 48-TQFP 80-LQFP Notes Complete QPSK and 16QAM Modulator Single Tone or Modulator Mode

Low Power – 400 MSPS DDS Parameter AD9859 AD9951 AD9952 AD9953 AD9954
Master Clock (Max) 400 MHz DAC Res 10-bit 14-bit Interface Serial Supply Voltage 1.8V Power <250mW Phase, Frequency RAM √ Automatic Frequency Sweep Comparator

MicroConverter® Definition
Industry Standard Microcontroller MCU Non-Volatile Flash EEPROM Memory FLASH High Performance Analog I/O ADC MicroConverter® High Performance Analog I/O ADC Non-Volatile Flash EEPROM Memory FLASH Industry Standard Microcontroller MCU The three main ingredients of each MicroConverter product.

Where Does the MicroConverter Fit into the Signal Chain?
V in V out Power Management ADI’s MicroConverter is an entire system-on-a chip. mP Super- visory Compa-rator VRef Video Driver CRT Mux Diff Mux Precision & Instrum Op Amps 8bit Micro Processor Op Amp Sensor S/H ADC DSP Interface Display Printer Charts Alarms Plotters Gauges Drives Output Driver SW/ Mux SW/ Mux Here’s an example of an Instrumentation signal chain. Instruments measure real world signals--for example, light, temperature, humidity, vibration, pressure, fluid flow or velocity. Then they process, display and store the information. You can see from this signal chain that an ADI MicroConverter can be used to replace everything from the multiplexer to the microprocssor/supervisory function. Remember that you can also sell ADI sensors at the front end. At the back end, Analog Devices makes a wide range of interface, video drivers, and power management products that work well with the MicroConverter. The MicroConverter has 1 MIPS (million instructions per seconds) of processing capability, which is ample for many applications. For example, it is perfect for bookkeeping, configuration, calibration, serial number storage, etc. However, if a customer’s application requires more processing power, suggest an Analog Devices Digital Signal Processor (DSP) with MIPS typically. Remember, not all problems can be solved by a MicroConverter or DSP alone--sometimes the best solution is a combination of BOTH! One MicroConverter replaces all this! Remember, you can also sell ADI sensors, DSPs, video drivers, interface, and power management products.

MicroConverter® Applications
Medical Instruments Precision Analysis Patient monitors Blood Pressure Monitors Monitoring Server Motherboard Housekeeping Precision System Monitoring Metering Power Meters, Gas meters CO/CO2, Liquid levels Industrial & Instrumentation Smart Sensors Data Loggers Handheld Instruments Optical Fiber Optic Transceivers Power/temp monitor - EDFAs RF Power Base Stations (PA control) These are some common applications for MicroConverter products. This list is far from comprehensive, and we’re seeing new and unique applications pop up all over the map.

MicroConverter® Product Table
Part # ADC DAC MCU Flash/EE Code Flash/EE Data RAM PKGs Special Features ADuC812 8-chan 12-bit Dual 12-bit 12-clock 8052 8K-byte 640-byte 256-byte 52-PQFP 56-CSP 5µs ADC ADuC814 6-chan 12-bit 28-TSSOP Small, Low-Cost ADuC816 Dual 16-bit Single 12-bit Buffered PGA Input ADuC824 24-bit + 16-bit Pin-Compatible Upgrade to ADuC816 ADuC831 Dual 12-bit +Dual PWM 62K-byte 4K-byte 256-byte +2K-byte “Big-Memory” Upgrade to ADuC812 ADuC832 Same As ADuC831, But With PLL Clock ADuC834 Single 12-bit +Dual PWM “Big-Memory” Upgrade to ADuC824 ADuC836 “Big-Memory” Upgrade to ADuC816 ADuC841 * 1-clock 8052 8K,32K,62K-byte “Fast-Core” Upgrade to ADuC831 ADuC842 * “Fast-Core” Upgrade to ADuC832 ADuC843 * Dual PWM stripped-down ADuC842 ADuC844 * “Fast-Core” Upgrade to ADuC834 ADuC845 * 10-chan 24-bit “Fast-Core”  with Multi-Channel Input ADuC846 * “Fast-Core” Upgrade to ADuC836 ADuC847 * stripped-down ADuC845 MicroConverter® Product Table Here is a quick summary of each part and it’s features. You should keep this as a quick reference to understand what part is suitable for your application

ADuC812 – Application Example
Fiber Optic Transceiver Optical TX COPPER FIBER LASER Optical RX COPPER FIBER PHOTODETECTOR This is a typical application for the ADuC812. It is a programmable analog I/O control loop In a fiber optic transceiver application there is a need for a programmable control loop where precision measurements are required such as measuring laser power and frequency and having the ability to make adjustments. With the ADC, DACs, memory and microcontroller on the ADuC812 this may be achieved by just using one chip.

ADuC824 Designoi Old Design Altimeter i Here is a portable application using the ADuC824 part. An altimeter effectively measures height using a precision pressure measurement. The finished product is shown in the left hand photograph. The ADuC824 interfaces directly to pressure sensor (no additional circuitry is required) Integration means that 3 components are replaced by one. On the right hand side is the old design. Separate ADC, microcontroller and memory parts are replaced by one chip, the ADuC824. The new PCB is shown in the central photograph. Reduced set of components mean a more reliable, robust and smaller end product. Additionally the in circuit programmability of all the MicroConverter product family means that the part can be re programmed in the field. Very useful for possible field or software updates.

Temperature Logger ADuC816 LCD driver LCD software linearize, display, log Here’s an application example that may not need full 24 bit performance. Here we show a prototype of a temperature logger. This could be used as part of quality control measures when transporting food across the world. Measuring and logging temperature as well as displaying and linearizing the result. A Temperature measurement application is perfect for 16 bit measurement Direct connection to the RTD means that no external components are required. A Linerarisation function is implemented using the microcontroller The flash is used for logging data .. Can record minimum or maximum temperature measurements of for example food products using the flash and microcontroller. These instruments generally need to be portable thus good power performance is essential for battery operation.

Portable Blood Pressure Monitor ADuC814 LCD driver LCD software pump, valve, convert, display pressure sensor pump valve Here is a low cost application in the Portable instrumentation or medical field – a portable blood pressure monitor. This is also a low power application where battery life is crucial. The ADuC814 allows enough precision to differentiate an end product at low cost. The pressure sensor is connected to the ADuC814 and measurements are then taken either as a single measurement or at predefined intervals. Programmability is necessary as the blood pressure algorithm is implemented on chip, the reading is then converted and displayed. The results are then output to a display. It is also handy to note that the signals to enable the pump and value necessary for a physical implementation of a blood pressure monitor can be controlled using the general purpose I/O pins.

Digital Torque Wrench ADuC834 LCD driver LCD software calibrate, convert, display, alarm Here is an application example of a digital torque wench. This instrument measures torque such as on the nuts of an aircraft where accuracy and logging of torque are a federal requirement. This is a perfect example requiring not just precision but the extra memory to store datalog results Torque wench measures torque and stores the result…. Can interrogate wrench to upload system system data such as the torque readings. Electronic torque wrench accepts the measurements directly. The software calibrates, converts and displays the result as well as enabling alarm conditions to be set.

MicroConverter® Tools
Check

QuickStart & QuickStart Plus Kits
$75 $299 featuring Serial-Port Debug (Assembly Only) featuring Non-Intrusive Emulation (C-Source/ Assembly) Eval Board Download/Debug Cable International Power Supply Software & Documentation Eval Board Single-Pin Emulator Serial Cable International Power Supply Software & Documentation a

Serial Download/Debug Cable
Connects Directly to the Chip’s UART Pins RS-232 Level Translation Built Into Cable Permanently Embedded On-Chip Resources Allow In-System Serial Download & Debug Cable Included in all QuickStart™ Development Kits ADuC8xx VDD RXD TXD GND

Single-Pin Emulator ADuC8xx Connects to Chip via a Single Pin & Ground
Allows Full Non-Intrusive Emulation Using Chip that’s Already Soldered Down Analogous to JTAG, but Uses Fewer Pins Emulator Included in all QuickStart™ Plus Development Kits ADuC8xx EA GND

MicroConverters You Can Win Designs in ...
Sensor and Remote Signal Sources Sensor conditioning and calibrations Programmable analog modules Battery supply monitoring and management Fieldbus protocol, network interfaces HVAC, Building monitors and alarms Applications to Manage Communications Devices Fiber optic transceivers, CATV cable amplifiers Appliances Control applications PID loops/servo in distributed/remote systems Robotic servos and feedback Battery Instruments Industrial Electronics Medical Dataloggers Portable Instrumentation The MicroConverter is especially useful for measuring signals at their source and then sending them digitally for monitoring and controlling. This makes MicroConverters perfect for applications that require remote sensing, often found in industrial, instrumentation and automotive applications. For example, a MicroConverter can be used to control remote Heating/Ventilating/Air Conditioning (HVAC) systems or for building monitors and alarms. In addition, MicroConverters can be used for managing communications devices. For example, in the communications arena, they work well in applications controlling fiber optic transceivers and cable amplifiers for cable television. You can also use a MicroConverter to communicate with an appliance remotely through simple LANs. With the appropriate system software, the MicroConverter has even been used as an internet server for remote appliance monitoring.

Industry Standard Converter Products
You will probably run into the following part numbers, which have become industry standards: 8-bit ADCs: AD775, AD7821, AD7828 10-bit ADCs: AD876, AD7811 12-bit ADCs: AD574A, AD674B, AD774B, AD1674, AD7892 24-bit ADCs: AD7710, AD7714 8-bit DACs: DAC08, AD7524, AD7528, AD7548 10-bit DACs: AD9760 12-bit DACs: AD7545A, AD9762 Use ADI’s Web page to make crosses to ADI! Analog Devices is the world’s #1 innovative designer of converter products. So consequently, over the years ADI has introduced many converter products that have become industry standards. All of these products above were originally designed and introduced to the market by Analog Devices and in many cases, we still hold the dominant #1 market share for these industry standard parts. You can’t really talk about industry standard converters, without mentioning the AD574A, which was introduced many years ago. This device was so successful that it was second sourced by at least 10 competitors ! You can confidently sell all of ADI’s converter line from a position of strength. Again, don’t forget to use ADI’s cross reference on our web site to cross the competition’s offerings over to ADI.

Cross Referencing Converter Products
To cross to ADI, look for the same part numbers but with these prefixes: Maxim MAX Cirrus/Crystal CS Intersil (formerly Harris) HI or ISL TI/ Burr Brown ADS or ADC or TLB or TLC or TLV Linear Tech LT or LTC National ADC or CLC Philips TDA You can also use ADI’s Web page to make crosses to ADI! Here’s a quick way to identify potential crosses to ADI converters. These are some of the prefixes that that are used by ADI’s competitors. For example the cross from the Burr Brown ADC574A is the AD574A.

ADI Converter “Firsts”
Analog Devices was the first to introduce: TxDACTM and TxDAC+TM Transmit DACs for Communications DACPORTTM Complete DAC with interface to a microprocessor TRIMDACTM Replaces manual trim potentiometers MicroConverter® Converters, flash memory and a microprocessor on a single chip We mentioned earlier that Analog Devices is an innovator in the world of converters. ADI has had and continues to have many ‘firsts’ in the converter area. Here are just a few examples of the ADI’s ‘firsts’ in this area. Many of these ‘firsts’ are technological breakthroughs or product innovations. Notice that many product types become ‘trademarked’.

How To Select the Right Converter for the Job
Type ADC or DAC? What other functions are needed? A MicroConverter or embedded subsystem may be the best solution. Conversion Speed How fast in KSPS or MSPS (1,000/second or 1,000,000/second)? Resolution How many bits are needed? This defines how closely the output needs to resemble the input. Supply Voltage / Power Requirements Single or dual supply, 5 or 3 volts, battery operated (low power required) Number of channels, package required ADI offers singles, duals and quads in many products, plus tiny packages Interface Serial, parallel or 3-wire? To select the right converter for your customer, you’ll need to find out the spec requirements. First, ask about type. Does the signal need to be converted from analog to digital or vide versa? This will tell you whether an ADC or DAC is needed. What other functions need to be performed? It may be that the best choice will be a MicroConverter with a microcontroller and flash memory on board. Or an embedded subsystem such as a flat panel display interface, digital potentiometer, LCD driver…. What conversion speed do they need? How fast in KSPS or MSPS (1,000/second or 1 million/second)? For Sigma-Delta ADCs (high resolution), what is the data output rate in samples/second? Next, ask about resolution. How many bits are needed? This defines how closely the output needs to resemble the input. ADI makes ADCs with resolutions ranging from 8 to 24 bits and DACs from 8 to 16 bits. What kind of supply voltage or power requirements are there? For example, do they need single or dual supply? What voltage is required? Will the application need to run on a battery--if so, it needs low power consumption. What about the package and number of channels? ADI offers singles, duals and quads in many products. In addition, we are packaging converters into increasingly smaller packages such as uSOIC and TSSOP. In 2000, ADI introduced the world’s first 10-bit and 12-bit ADCs in SOT-23. What kind of interface is required: serial, parallel or 3-wire? When you have the answers to these questions, use your Short Form Designer’s guide or consult ADI’s web site. The selection trees and guides can help you determine the right converters for the job. Then, consult your Short Form Designer’s guide or

Tips for Selling Converter Products
Ask your customers: Are you using a microprocessor or DSP? Do you need to convert an analog signal into digital or vice versa? What are you currently using for A-D and D-A converters? Do you purchase any converters from TI/Burr Brown, Maxim, Intersil or Cirrus (Crystal)? To uncover opportunities for selling ADI converters, here are a few questions to ask. If a customer is using a microprocessor or DSP, it is often likely that they need to convert an analog signal into digital for use by the processor. That’s your opportunity to sell them an ADC. It’s also quite common that they may need to get information out of the processor and translate it into an analog read-out. That’s your signal to offer them a DAC. In addition, make sure to ask customers what converters they are currently using to look for opportunities to cross to Analog Devices.

Signal ChainSM Selling with ADI Related Products
Remember! You can also cross sell: Op Amps DSPs Temperature Controllers Microprocessor Supervisory Interface Analog Switches & Muxes Analog Signal Processors Power Management If you sell an ADC or DAC, also ask if your customer needs: Voltage References Sample-and-Hold Amplifiers Analog Devices products complement each other. Whether they are on or off the signal chain flow, there’s always an opportunity to expand your order through associated selling. Above is an example of the many other ADI product types that you can cross sell along with the converters. Also note that sometimes the ADC or DAC you are selling needs an external Voltage Reference or SHA (sample-and-hold amplifier) if it is not already on board.

Signal ChainSM Selling with ADI Where to find more information
Converter Web Sites New & Featured Converter Products Plus Solution Bulletins Converter Selection Guides MicroConverter Info & Sales Primer Short Form Designer’s Guide CD-Rom/ Catalog You can find information about converters in several places, including ADI’s Converter Solutions Bulletins, sales primer and ADI’s web site. In addition, you can also find information about converters in the Short Form Designer’s Guide and Technical Topics. We encourage you to use ADI’s Faxback System to obtain information on specific converters, as well as to visit the ADI Web site which contains information on specific converters as well as selection guides.

Thank You!

Converters First Autumn 2003.

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