1. Sales training for HK & China distributors – Jun 07
Zetex Semiconductors
Sales training for HK & China distributors – Jun 07
Leon Leung
Regional Marketing Manager – Building Blocks

2. Contents: 1. Building Blocks overview of Zetex 2. Bipolar Transistors
3. Mosfets and Schottkys
4. Standard Linear ICs
5. Q&A

3. Building Blocks Overview of Zetex

4. Building Block Portfolio
Bipolar 06 revenue- $64.5m
Mosfet 06 rev -$11.9m
Diodes 06 rev- $7m
Monitors 06 rev- $4.1m
Refs 06 rev- $7.6m
Regs 06 rev- $2.7m
Sp Fn 06 rev- $4.6m

5. Bipolar Transistors

6. Zetex Bipolar transistor value propositions
In saturated switching applications
“Smallest, low loss switches”
In pulsed linear operation, gate driving
“Smallest, highest current drivers”
In linear operation
“Smallest, high dissipation switches”
Be aware of inferior alternatives being offered
Power Dissipation at different conditions
Continuous Current x Vce(sat) higher than package Pd

7. How we position our transistors influences how we sell
Single source products
Gives us security
Limited competition products
Multi source products
100
Require design in but can hold price
Gives us value and growth
‘Design in’ or ‘switch sell’ parts where we need to ensure we compete for market share 80 60
% of portfolio
Gives us volume 40
‘BOM fillers’ that generally provide little value but lots of volume 20

8. Why do customers use Zetex transistors
Why do customers use Zetex transistors? Understanding Our Product Value Propositions

9. Why do customers use Zetex transistors?
There are 3 areas where we can clearly demonstrate a benefit from Zetex transistors
When used as a Saturated Switch
When used in pulse linear mode
When used as a linear switch
Depending how the transistor is to be used the product needs to be promoted differently
i.e. different attributes need to be highlighted if the transistor is to be used as a Gate Driver as opposed to a Motor driver

10. Using bipolar transistors

11. Saturated switching - circuit requirements
”Smallest, low loss switches”
Improved efficiency by:
Reducing on state loss
Reduced drive requirements
Reduced switching loss
Cost effective solution:
Reduced heat generation allowing smaller package
Reduced heat generation requires less copper area

12. Saturated switching - transistor attributes
Key attributes
Very low VCE(sat)
High current gain hold up
Small, high power packages
Switching speed
”Smallest, low loss switches”

13. Saturated switching - competition
NXP, Sanyo, On- Semi, Fairchild bipolars need:
higher base drive and/or up to 6x bigger package
Mosfets by Vishay, IR, ST, Infineon, Tosh, Hitachi need:
- higher drive voltage: 1.8V vs 1.0V
- 4x to 8x larger pack above 100V or at <4.5V gate drive
”Smallest, low loss switches”

14. Saturated switching applications
Typical Applications
LED Drive
DC-DC conversion
Motor driving
Line disconnect switches
”Smallest, low loss switches”

15. Examples of a Saturated Switching application
DC-DC Point of Load (POL) Module
Requires
Two NPN low saturation voltage transistors
Vceo rating twice the module input voltage
High Gain
Smallest package
ZXTN19100CFF, ZXTN19060CFF, ZXTN25050DFH

16. Examples of a Saturated Switching application
High Power LED Driver
Requires
Low voltage NPN transistor
Very low saturation voltage
High Gain
Smallest package
ZXTN25012EFH ZXTN19020DFF ZXTN07012EFF

17. An example of a Saturated Switching application
DC-DC switch in VoIP circuits
Key accounts – Huawei, ZTE, Delta
Similar accounts – Askey, Foxconn, Arcadyn, Xinwei etc
Competition – UTC UP1855
Competition – Secos PZT359
Competition – CYStech BTP953L3, BTP955L3
Reference designs from
Legerity
Silicon Labs
Infineon
Winbond
Other products we are looking to sell 5401 and 5551 equivalents

18. How to fend off the competition from UTC, CYStech
FZT955
ZXTP2014G
ZXTP2014Z
ZXTP23140BF
PIN FOR PIN
REPLACEMENT
PACKAGE
SHRINK
FURTHER
Cost
Package Size
UP1855, BTP955L3
Equivalent to FZT955
Die will not fit in SOT89
Cannot offer in SOT23

19. How to fend off competition from Secos, CYStech
FZT953
ZXTP2013G
ZXTP2013Z
PIN FOR PIN
REPLACEMENT
PACKAGE
SHRINK
FURTHER
ZXTP19100CFF
Cost
Package Size
New package SOT23 (FLAT)
PZT359, BTP953L3
Lower Voltage than FZT955
Die will not fit in SOT89
Cannot offer in SO23 footprint

20. Pulsed linear operation - circuit requirements
“Smallest, highest current drivers”
Input
VCC
Vdriver
No latch up
No shoot through
Good temperature stability
Near rail to rail operation
Zero quiescent current

21. Pulsed linear operation - transistor attributes
Key attributes
NPN + PNP device
Gain hold up at High Peak Current
Fast switching speed
Input
VCC
Vdriver
“Smallest, highest current drivers”

22. Pulsed linear operation - competitors
Competition
NXP, On-Semi, Fairchild, Sanyo bipolars
give only 50% peak current in equivalent footprint- Zetex up to 20A
Maxim, Micrel, TI Gate driver IC’s
are :3x to 10x the cost, 10A peak current costs >$1, <20V
Input
VCC
Vdriver
“Smallest, highest current drivers”

23. Pulsed linear operation applications
MOSFET Gate Driving
IGBT Gate Driving
Input
VCC
Vdriver
“Smallest, highest current drivers”

24. An example of a Gate Driving Application
Gate Driving of Power Mosfets and IGBTs in Power Supplies
Key accounts – Delta, Emerson
Similar accounts – Power One, ACBel
Competition – Fairchild FSB649, FSB749 etc
Competition – PBSS4140T, PBSS4249T, PBSS5140T, PBSS5240T etc
Cross Reference
FSB649
ZXTN25020DFL
FSB749
ZXTP25020DFL
PBSS4140T
ZXTN2040F
PBSS5140T
ZXTP2041F
PBSS4240T
ZXTN25040DFL
PBSS5240T
ZXTP25040DFL

25. Transistors to promote for Gate Driving
Volts
Current 20 12 40 60
ZXNT25012EFL
ZXTP25012EFL
ZXTN19020DFF
ZXTP19020DFF
ZXTN2038F
ZXTP2039F
ZXTN25020DFL
ZXTP25020DFL
ZXTN25040DFL
ZXTP25040DFL
ZXTN2040F
ZXTP2041F
ZXGD3004E6
ZXTC2045E6
ZXTN19100CFF
ZXTP19100CFF
ZXTN19060CFF
ZXTP19060CFF
100

26. Linear operation – circuit requirements
“Smallest, high dissipation switches”
Main
Battery
Power
Management IC
External Supply
Small size solution with very limited pcb area available.
High dissipation package
Low voltage operation

27. Linear operation – transistor attributes
Main
Battery
Power
Management IC
External Supply
Key transistor attributes
Packaging to meet Pd at low battery condition
High reverse blocking voltage to eliminate the need for a Schottky diode
Low Saturation voltage
“Smallest, high dissipation switches”

28. Linear operation - competition
NXP, On-Semi, Fairchild and many others bipolars Can’t combine low VCE(sat) and high power density pack
Main
Battery
Power
Management IC
External Supply
MOSFETs by Vishay, IR, ST, Infineon, Toshiba, Hitachi need:
An extra Schottky reverse blocking diode for battery charging
“Smallest, high dissipation switches”

29. Linear operation applications
Battery charging in portable equipment etc
Main
Battery
Power
Management IC
External Supply
PSU start up circuits
Regulator circuits
“Smallest, high dissipation switches”

30. An example application for Linear Operation
Power Supply Start up Switch
Requires
NPN device
Voltage rating greater than input voltage
Small package with Pd capable of Vce x Ic
FZT493, FMMT493, ZXTN19100CF, FZT459

31. An example application for Linear Operation
Battery Charging in Mobile Phones
Key accounts – Samsung, LG, Huawei, ZTE
Similar accounts – Motorola, UT Starcomm etc
Competition – On Semi NSS20500UW3T2G
Reference designs from
Infineon – Entry level GSM platform – ZXTP25020CFF
Qualcom – CDMA platform – ZXTD2M832 adaptor + USB charging
Qualcom – CDMA platform – ZXT2M322 adaptor charging
Other parts include ZXT10P20DE6, ZXT13P20DE6, ZXT13P12DE6, FMMT718

32. Package Comparison Package SOT323 SOT563F (flat) SOT23FH SOT23 SOT23FL
Leadless
SOT89
SOT223
Pin Out
Dimensions
L x W x H
millimetres
2.2 x 2.4 x 1
1.7 x 1.7 x 0.6
3 x 2.5 x 1.1
3 x 1.7 x 1
2 x 2 x 1
4.6 x 4.2 x 1.6
6.7 x 7.3 x 1.8
Power
Dissipation
Watts
(25x25mm, 1oz)
0.5
0.8
1.05
0.625
0.350
1.3
1.4
1.8 2

33. Example of Bipolar Transistor Road Map
Competition
FZT951
PIN FOR PIN
REPLACEMENT
New package SOT23 (FLAT)
PACKAGE
SHRINK
Cost
FURTHER
PACKAGE
SHRINK
LOWER
PROFILE
PACKAGE
ZXTP2027F
ZXTP2012G
PIN FOR PIN
REPLACEMENT
ZXTP2012Z
ZXTP19060CFF
PIN FOR PIN
REPLACEMENTS
ZX5T1951G
ZXTP25060BFH
Reduced Package Size

34. SOT23F (flat) package --------- New Package Introduction
Better specifications than SOT223 and SOT89
3mm
2.5mm
1mm
Fits on same pcb footprint as SOT23
Low profile package
Max height 1mm

35. Bipolar- Leader in Power Density and Space Efficiency
ZXTC25xxxE6
Dual FMMT617/717
1.7x size redn
X23 Series replaces
850/950, 1050/1150
6x size redn
SOT236
SOT223
X20 series replaces
FMMT617/717
1.7x size redn
X19 series
‘658/’758
‘690/’790,
P2120, N0545,
6x size redn
SOT23FH
X25 series replaces
FMMT617/717
Further 2x size redn
½ pack cost
1/3 pack cost
SOT323
SOT23FF
SOT563F
6 Amp Continuous
SOT23FL
To Scale!!
3 Amp Continuous

36. Bipolar- Leader in Power Density and Space Efficiency
ZETEX
COMPETITION
Value proposition in saturated switching
”Smallest low loss switches”
in DC/DC converting, LED driving, Motor drive, Line driving
To give the same performance;
NXP, Sanyo, On- Semi, Fairchild bipolars need:
- higher base drive and/or up to 6x bigger package
Mosfets by Vishay, IR, ST, Infineon, Tosh, Hitachi need:
- higher drive voltage: 1.8V vs 1.0V
- 4x to 8x larger pack above 100V or at <4.5V gate drive
Value proposition in pulsed linear operation gate driving
“Smallest, highest current drivers”
NXP, On-Semi, Fairchild, Sanyo bipolars give;
-only 50% peak current in equivalent footprint- ZTX up to 20A
Maxim, Micrel, TI Gate driver IC’s are :
-3x to 10x the cost, 10A peak current costs >$1, <20V
Value proposition in linear operation
“Smallest, high dissipation switches”
in battery charging, regulators, HV start up circuits, disconnect switches
NXP, On-Semi, Fairchild & many others bipolars
- can’t combine low Vce(sat) and high power density pack
Mosfets by Vishay, IR, ST, Infineon, Tosh, Hitachi need
- an extra schottky reverse blocking diode for battery charging
SATURATED SWITCHING
For the same performance
Other suppliers bipolars need higher base drive and/or bigger packages
Mosfets require higher voltage to drive them need larger packages at low gate drive and/or at higher supply voltages
PULSED LINEAR OPERATION GATE DRIVING
Other suppliers bipolars need larger packages for same performance or deliver inferior peak current in equivalent footprint
Gate driver IC’s are expensive and give less than half the peak current than our best bipolars
LINEAR OPERATION
Other suppliers don’t have the combination of low Vce(sat) and high power density small SMT packaging

37. MOSFETs and Schottkys

38. Planar and Trench technology
MOSFET Portfolio
Variety of configurations
N channel
P channel
Planar and Trench technology
SM8

39. MOSFET Portfolio 1.8V + drive voltages IntelliFET™ 18A continuous
Wide voltage range
1.8V + drive voltages V
Smart MOSFETs
IntelliFET™
Current range
18A continuous
60A pulsed
RDS(on) range
Down to 25 mΩ

40. Smart MOSFET developments
BSP75N
ZXMS6003 with programmable current limit
ZXMS6001
Lower IIN BSP75N
BSP75G
ZXMS6002 with status pin
Lower on resistance
Smaller packages
Increased diagnostics capability

41. Schottky Diode Portfolio
Key Features
Low forward voltage
Industry standard parts
High current capability (up to 2A)
40V and 60V specifications
BAT Series
ZHCS
Fast recovery time
BAT54
BAT750
BAT1000
Use in high temperature environments
ZLLS

42. Applications Key Applications Rectification DC-DC conversion
LED Lighting
Mobile telecomms
PC Cards
SCSI LAN PSUs
High frequency rectification
Key Applications

43. Example applications

44. Automotive LED tail/stop light
ZHCS2000
ZXMN6A07F
ZXTP2039F
ZXSC300

45. 12V Single phase motor for extraction or blowing fan
ZHCS1000
ZXBM1015Q20
ZXMHC3A01T8
4 x ZXMN6A09K
2 X Dual MOSFET
2 x Bipolar + 2 x MOSFET

46. MOSFETs and Schottkys
Lots of opportunity to switch sell IRLML2502 = ZXMN2A14F IRLML2402 = ZXMN2A01F Si2304DS = ZXMN3A01F BAT750 = BAT750 BAT1000 = BAT1000
Most competitive with SOT23, SOT89 and SOT223 packaged types
Expanding our product portfolio – Voltages and Packages
Developing range of Smart MOSFETs

47. Standard Linear ICs

48. Zetex Standard Linear ICs
Hold existing business
Grow business thro’ design registration
Grow business thro’ market share growth
Hold existing business

49. 2006/7 New product releases
Zetex 1st bidirectional current monitor ZXCT1041
Zetex 1st 40V current monitor ZXCT1081 (60V due Q2)
Zetex electronic fuse ZXCT1032
Zetex released family of LM4041, LM , LM nd sources
Expanded ‘TL431 alternatives SC70-6 due in Q2

50. Product rationalisation
In process of removing all TO92 products
Removal of references in E-line
Reducing # supply voltage monitors, voltage regulators and ZRA references

51. Current monitor value propositions
In short- circuit detection for power supplies
“Simplest Short-Circuit Detector”
In High-side current sensing for adapters and automotive apps
“3-pin sensing with low-side output”
In battery life measurement for portable applications
“Simplest, lowest Iq Gas-Gauge”

52. Current monitors – current output
Description
VIN
(V)
VSENSE = 100mV
Quiescent Current µA
Gain Output/
VSENSE
Band
Width
(MHz)
Package
ZXCT1008
Automotive temp range ‘1009
2.5 to 20
±2.5% 4
10mA/V 2
SOT23
ZXCT1009
3-pin current monitor
SM8
ZXCT1010
Improved offset over ZXCT1009
3.5
SOT23-5
ZXCT1011
Improved temperature drift
1.5
ZXCT1012
Thin ZXCT1010
TSOT23-5 TDFN3x3-5
ZXCT10201
Low offset at low VSENSE
±2% 25
Prog2 1
ZXCT10501
Current output ZXCT1051
0 to
Vcc - 2
±4% 50
1 Expected 2Q07
2 Set by 2 external resistors

53. Simple High side current sensing
Rsense
Vin
To load
ZXCT
1009
Key features:
High-side current sensing
Output voltage referred to GND
Up to 2.5V sense voltage
2.2V - 20V supply range
4µA supply current
1% typical accuracy
Simple to use
Operating voltage can be increased by external BJT
Vout
Rout
“ 3-pin sensing with low-side output”

54. Key applications Over-current detection AC-Adapters GPS antennae
Battery chargers
Smart battery packs
DC motor control
Hot swap inrush current limit

55. Competition ST, TI, On- Semi, UTC Op-Amps-
- low side sense upsets ground ref
- less accurate: 20% v 3%
TI High-side current monitors
- 2x cost

56. Battery life measurement
ZXCT1010/2 provides a simple cost effective improvement for remaining battery capacity estimation
Battery discharge current is used to improve ‘gas gauge’ accuracy
µPwr ZXCT1010/12 provides unique solution:
3.5µA IQ has little battery drain
2.5V VIN(MIN) operates over full Li-Ion cell range
Discharge current is measured & used to:
Calculate charge remaining
Protect battery
Change capacity profile
Li- Polymer
2.7 To
4.2V
ZXCT1010
RSENSE
VOUT
IDSCH
“Simplest, lowest Iq Gas-Gauge”

57. Applications Mobile phone Private Mobile Radio
Portable Instrumentation

58. Competition TI, Maxim, LTC current monitors –
- 8 x higher Quiescent current
TI and Maxim ASSP gas-gauge IC’s
- 4x cost

59. Current monitors – voltage output
Description
VIN
(V)
VSENSE = 100mV
Quiescent Current
Gain Output/
VSENSE
Band
Width
(MHz)
Package
ZXCT1021
Low offset at low VSENSE
2.5 to 20
+/- 2%
25µA
10V/V 1
SOT23-5
ZXCT1022
±3%
100V/V
ZXCT1030
Enhanced with internal reference and comparator
270µA 6
SO8
ZXCT1032
High inrush and current limit controller
9.5 to 21 -
1.8mA
ZXCT1051
Precision wide input range
0 to
Vcc - 2
50µA
ZXCT1081
Large common mode range
3 to 401
0.5
1 60V transient

60. ZXCT1051 for short circuit protection
Accurate Wide Common-mode current sensing
0 to VCC-2V
Wide 3V to 20V supply voltage
Low 50µA quiescent current
Output voltage scaling x10
BW of 1MHz at VSENSE = 100mV
Features/Benefits
Ext. VCC pin allows I/P to swing to 0V
1% typical accuracy
Requires only 1 external component
Low Offset at low VSENSE
Current monitor provides over current protection
Separate power supply from auxiliary winding enables short circuit operation
Doesn’t upset ground plane unlike conventional op amp solution
Aux
winding
ZXCT1051
LOAD
Opto-coupler
“Simplest short circuit detector”

61. Applications Power supplies Over current monitor
Short circuit detection
DSP/FPGA core current measurement

62. ZXCT1051 gives an output even if output collapses

63. Competition TI, Maxim, LTC current monitors
- 3x cost, complex >= 5 pins
- less flexible; only 1/5 VSENSE range (0.5 vs 2.5)
TI, National,LTC, On-Semi Op-Amps
- less accurate: 20% v 3%
- 3x component count, 4x PCB area

64. ZXCT1081 40V common-mode range current monitor
3V to 40V continuous high side voltage
60V transient
Accurate high-side current sensing
Output voltage scaling x10
4.5V to 12V VCC range
Direct interface to µC
Gives output even if sense pins are shorted to GND
Low quiescent current:
80μA supply pin
30μA ISENSE+
-40°C to 125°C ambient temperature range
ZXCT1080 3V to 60V continuous high side voltage – June 2007

65. Applications Applications Power supplies – over-current sensing
Automotive over-current sensing (unprotected rails)

66. Zetex references to grow market share
Released improved version of ZTL431 in SC70-6 and SOT23 and ZTL432 in SOT23
Allows us to be market price competitive
Allows us to grow market share
20V stops us being used in notebook adapters
Can offer in other packages but need high volume
Used in power supplies >= 5V
Competes aggressively against TL431 in SOT23
Released ZTLV431 (~ TLV431) in SOT23
Market price competitive
Smaller die version will allow other packages
Used in low voltage power supply rails
Competes against TLV431 in SOT23
Released LM4040 and LM4041 in SOT23
These command higher ASP than TL431
All variants are in 1% and 0.5% tolerances
Future die shrinks will allow SC70-5 variants
Used in some power supplies. Other apps include reference for data acquisitions systems

67. LM4040 and LM4041 comparison
Zetex LM4040 and LM4041 match all specs of NSC LM404x except for Noise
In most applications this not considered as critical
Company
Zetex
NSC
Part number LM LM
LM4041
Bandgap voltage
2.5V
5.0V
1.225V
Initial tolerance %
1, 0.5
2, 1, 0.5, 0.2, 0.1
Min current µA 60
Max. current mA 15
Temp co.
ppm/°C
100
Noise
µVRMS 45 35
105 80 20
Temp. range °C
-40 to 125
-40 to 85
Packages
SOT23 planned
SOT23, SC70-5

68. In summary for standard IC’s
Tremendous potential revenue growth on current monitors
All are design registerable
Strong value propositions
“Simplest Short-Circuit Detector”
“3-pin sensing with low-side output”
“Simplest, lowest IQ Gas-Gauge”
Grow share of industry standard references and shunt regulators

69. Accelerate Product Portfolio
Focus on 3 application areas
Portable power (Gas gauge, charger IC, LDO, DC-DC converters)
Power supply (Gate drivers, current monitors, references)
Peripheral drivers (Smart/Protected FETs)
Priorities
Gas Gauge - feasibility & spec finalis’n 4Q07
Low voltage SC70 references - NPPP finalisation 4Q07
High voltage current monitors - feasibility 4Q07
Sot23F IntelliFETs - NPPP approval 1Q08
Gate Driver ICs - feasibility on-going 1Q08
Resources
Systems/Applications engineers – Product definition
Adequate design & characterisation resources
Strategy is to focus on where we’re currently strong with BB products ie portable power and power supplies, plus peripheral drivers for solenoid and relay driving, Automotive and industrial
Gas gauge big step, defined so far with input from HTC, maybe more interest from Infineon,
Low voltage references 0.6v to meet requirements of lower core voltage
Higher voltage (40 to 100v) current monitors for automotive, telecoms and industrial apps - Technology?
Small intellifets - sot23 “BSP75” should be a winner, maybe duals Outcome of board review????????
Gate drivers build on our discrete expertise
Resourcing still key……..

70. Thank you for your time and attention Any questions?