1. Sharper Images From a One-Chip Solution:
Design Win Replication: CX3: CSI-2 to USB 3.0 Solution for HD Video CSI-2 = Camera Serial Interface v2.0
Sharper Images From a One-Chip Solution:
CX3 Powers the World’s Most Advanced HD Video Cameras
Presentation: To provide an engineering overview to customers for a Cypress solution
Title slide: To define what the presentation will cover. The subtitle is a short sentence stating the key opportunity.

2. Terms You Will Hear Today
Bandwidth
Bandwidth = # pixels per frame (resolution) x frames per second (frame rate) x # color bits per pixel (color depth)
For example, Bandwidth required by 1080p video = 2.07 megapixels x 30 frames per second x 24-bit color = 1.5 Gbps
Bandwidth for Common Video Standards
Compression
Reduces the Bandwidth requirement of an image using a mathematical algorithm
Modifies pixels, irreversibly degrading image quality
Requires a Compression engine, usually implemented with an FPGA or ASIC plus DRAM
CSI-2 (Camera Serial Interface v2.0)
A specification that defines the standard data transmission and control interfaces between an image sensor and an image processor
Includes a unidirectional serial interface for data and clock signals, and a bidirectional I2C interface for control signals
Image Signal Processing (ISP)
Operations that turn raw data produced by an image sensor into digital images
Mobile Industry Processor Interface (MIPI) Alliance
An open-membership organization that develops interface specifications for the mobile handset industry
Standard
Column Pixels
Row Pixels
Mega-Pixels
Color Depth
Frame Rate
Bandwidth
1080p
1920
1080
2.07 24 30
1.5 Gbps
720p
1280
720
0.92
664 Mbps
VGA
640
480
0.31 16
147 Mbps
Terms of Art (ToA): To clearly define for engineers all ToAs used in the presentation. To carefully and fully define Cypress-proprietary ToAs needed to explain our system solution.

3. Additional Terms USB 3.0 (SuperSpeed USB) USB 3.0 Host, USB 3.0 Device
Operates at 5 Gbps–10x faster than USB 2.0 (Hi-Speed USB)
Distributes 1.8x more power to bus-powered devices than USB 2.0
Provides backward compatibility with USB 2.0
USB 3.0 Host, USB 3.0 Device
The USB 3.0 Host (e.g., a PC) directs traffic flow and distributes power over the bus
The USB 3.0 Device (e.g., a video camera) is a peripheral on the bus
USB 3.0 Peripheral Controller
A microcontroller in the USB 3.0 Device that handles the USB 3.0 protocol and communicates with the USB Host
USB Video Class (UVC)
A specification that defines the standard behavior of a USB video camera, known as a “UVC camera”
Widely adopted in consumer cameras supported by major PC operating systems
USB3 Vision
A specification that defines the standard behavior of a USB 3.0 video camera for machine vision, known as a “USB3 Vision camera”
Terms of Art (ToA): To clearly define for engineers all ToAs used in the presentation. To carefully and fully define Cypress-proprietary ToAs needed to explain our system solution.

4. Cypress Terms EZ-USB® CX3™ CX3 Reference Design Kit (RDK)
Cypress’s programmable CSI-2 to USB 3.0 bridge controller with an integrated USB 3.0 transceiver
Provides 5-Gbps USB 3.0 throughput for streaming uncompressed HD video
Includes a powerful on-chip ARM9™ processor with 512KB RAM for firmware storage and data buffering
Provides additional peripheral connectivity via I2C, I2S, SPI, UART and 12 General-Purpose I/Os (GPIOs)
Includes a software development kit (SDK) with example code to reduce design effort
CX3 Reference Design Kit (RDK)
A UVC camera reference design featuring CX3 and a 5-megapixel (MP) Omnivision OVT5640 image sensor
CX3 Application Programming Interface (API)
A software interface in the SDK library that enables firmware programs to control CX3-specific functions
EZ-USB® FX3™
Cypress’s programmable USB 3.0 Peripheral Controller with integrated USB 3.0 transceiver
Complements the CX3 solution
Includes a powerful on-chip ARM9 processor with 512KB RAM for firmware storage and data buffering
Provides a 32-bit General Programmable Interface (GPIF II), allowing FX3 to communicate with virtually any system at 100 MHz
Interfaces directly with image sensors via GPIF II, providing 3.2-Gbps data throughput for streaming uncompressed HD video
Adopted by customers worldwide, including Avermedia, Canon, Kodak, Leap Motion, Microsoft, Panasonic, Sony and Toshiba
Terms of Art (ToA): To clearly define for engineers all ToAs used in the presentation. To carefully and fully define Cypress-proprietary ToAs needed to explain our system solution.

5. Design Problems Engineers Face
1. HD video requires 1.5-Gbps Bandwidth
USB 2.0 Bandwidth is only 480 Mbps
USB 2.0 thus requires Compression, which degrades image quality
2. Conventional USB camera solutions are not programmable
Fixed-function USB camera chips support UVC only
Advanced camera features (e.g., pan, tilt, zoom control) or customizations (e.g., USB3 Vision) are difficult to implement
3. High-resolution image sensors are going serial
Image sensors greater than 3 MP use CSI-2 instead of a parallel interface
Many use up to four CSI-2 lanes to support higher image resolution
Cypress’s CX3 solves these problems by:
Delivering uncompressed HD video at the required Bandwidth
Providing an ARM9 CPU and SDK to support camera customization
Providing four CSI-2 lanes to interface with any image sensor
Cypress’s CX3 enables you to design advanced features into any USB 3.0 video camera
Traditional Approach and Challenges: To present the traditional approach and the challenges engineers will face when using it to realize the Market Vision. Ends with a one-sentence segue clearly stating the benefit of the Cypress solution.

6. CX3 Delivers Uncompressed HD Video
Omnivision USB 2.0 Solution for HD Video: Low-Quality, Compressed Video at 1080p, 30 fps
The USB 3.0 Advantage
USB 2.0
Low-quality,
compressed video
Bandwidth (Gbps)
CX3 USB 3.0 Solution for HD Video: Sharp, Uncompressed HD Video at 1080p, 30 fps
Bandwidth required for 1080p
(1920 x 30 fps) video
1.5 Gbps
USB 3.0
USB 3.0
CX3
Sharp, uncompressed
HD video
Cypress Solution: To introduce CY products and show compellingly how they solve the challenges highlighted on the previous slide. To provide a short, clear list of what to do to get started.

7. CX3 Is a Programmable Camera Solution
Video Conferencing
Machine Vision
3-D Camera
PC Webcam
Camera Protocol
UVC or proprietary
USB3 Vision or proprietary
UVC or Proprietary
UVC
Firmware Customization
UVC extensions for camera control
Variable frame rate control
Custom frame cropping
Additional Features
Pan, tilt, zoom control
Image sensor configuration
Infrared LED control for Time-of-Flight1 image sensors
User interface design (buttons, LEDs)
1 A method for resolving distance based on the known speed of light, measuring the difference in time between the camera and subject for each point of the image, thereby forming a 3-D image
Cypress Solution: To introduce CY products and show compellingly how they solve the challenges highlighted on the previous slide. To provide a short, clear list of what to do to get started.

8. CX3 Works with High-Resolution Sensors
CX3 interfaces with either a CSI-2 image sensor directly or through an ISP
Example 1: USB 3.0 Camera Using CX3 and a 5-MP Image Sensor With Built-In ISP
USB 3.0 Camera
5-MP
Image
Sensor
USB 3.0 Host System
CSI-2
USB 3.0
CX3 2 6
ISP
Example 2: USB 3.0 Camera Using CX3, a 13-MP Image Sensor and a Discrete ISP ASIC
USB 3.0 Camera
13-MP
Image Sensor
ISP
ASIC
USB 3.0 Host
System
CSI-2
CSI-2
USB 3.0
CX3 4 4 6
Cypress Solution: To introduce CY products and show compellingly how they solve the challenges highlighted on the previous slide. To provide a short, clear list of what to do to get started.

9. Cypress USB 3.0 Solutions for HD Video
Feature
CX3: CSI-2 to USB 3.0 Bridge Controller
FX3: GPIF II to USB 3.0 Peripheral Controller
USB 3.0 Certified
Yes; Test ID
Yes; Test ID
Programmability
Yes; ARM9, 512KB RAM
Image Sensor Interface
Serial, two- or four-lane CSI-2
Parallel, 16- or 32-bit GPIF II
Maximum Throughput
2.4 Gbps
3.2 Gbps
Hardware DVK
CX3 RDK
FX3 DVK
SDK
EZ-USB SDK version 1.3 or later
EZ-USB SDK version 1.0 or later
UVC Support
Yes
Package Option
121-ball BGA
121-ball BGA, 131-ball WLCSP
Applications
Machine vision, medical imaging, video conferencing, 3-D motion tracking, document scanner, PC webcam
Machine vision, medical imaging, video conferencing, 3-D motion tracking, document scanner, PC webcam, video capture card
Add SDK, FPGA support, UVC Support
Cypress Solution: To introduce CY products and show compellingly how they solve the challenges highlighted on the previous slide. To provide a short, clear list of what to do to get started.

10. CX3 RDK Hardware Available for $249: Software Available for download:
Fully functional UVC camera with interchangeable image sensor module
Includes a 5-MP OV5640 module
Preloaded with UVC firmware that works with any PC
Includes RS232 and JTAG connectors for firmware debugging
Powered by a USB cable without the need for an external 5-V supply
Available for $249:
CX3 RDK
Software
Includes e-CAMView, a free video-capture application for Windows PCs,
and sample camera control plug-ins for:
Brightness
Contrast
Hue
Saturation
Sharpness
White balance (auto/manual)
Exposure (auto/manual)
Focus (auto/manual)
Available for download:
CX3 RDK by e-con Systems
Supported Image Resolution and Frame Rate
HD Standard
Column
Pixels
Row
Frame Rate (fps)
VGA
640
480 60
720p
1,280
720
1080p
1,920
1,080 30
5 MP
2,592
1,944 15
Cypress Solution: To introduce CY products and show compellingly how they solve the challenges highlighted on the previous slide. To provide a short, clear list of what to do to get started.

11. CX3 Solution Summary Applications Block Diagram Features Collateral
Industrial, medical and machine vision cameras
1080p Full HD and 4K Ultra HD (UHD) camera
Document scanners, fingerprint scanners
Game consoles
Videoconferencing systems
Notebook PCs, tablets
Image acquisition systems 5
CX3
JTAG
512KB RAM
ARM9
Features
Image Sensor or
Image Signal Processor
USB 3.0-compliant video-class controller
Four-lane MIPI1 Camera Serial Interface v2.0 (CSI-2) input
Camera Control Interface (CCI) for image sensor configuration
Supports industry-standard video data formats: RAW8/10/12/142, YUV422/4443, RGB888/666/5654
Supports uncompressed streaming video:
4K UHD at 15 fps, 1080p at 30 fps, 720p at 60 fps
On-chip ARM9 with 512KB RAM for data processing
Supports I2C, I2S, SPI, UART and 12 GPIOs
121-ball BGA (10 x 10 x 1.7 mm) 32 32
MIPI1 CSI-2 4 32
USB 3.0 6 32
USB 3.0 Host
UART
I2C
SPI
GPIO 4 2 4 12
Collateral
Availability
Datasheet: CX3 Datasheet
Reference Design Kit: CX3 RDK
Software Development Kit: EZ-USB FX3 SDK
Production: Now
1 Mobile Industry Processor Interface
2 Video format for raw video data
3 Video format for luminance and chrominance components
4 Video format for red, green and blue pixel components
Solution Examples: To give detailed one-page memory Solution Example from the field in the specified format.

12. CX3 Solution vs. Competition’s
Features
CYUSB3065
RTS5825
USB 3.0
Yes
CSI-2 Interface
4 lanes, 1 Gbps per lane
2 lanes, 1 Gbps per lane
ISP No
Package Size
121-ball BGA (100 mm2)
48-pin QFN (36 mm2)
Color Format Support
RAW8/10/12/141, YUV422/4442,
RGB888/666/5653
RAW, YUV422
Camera Protocol
UVC, USB3 Vision or proprietary
UVC only
Interfaces
I2C, I2S, UART, SPI, 12 GPIOs
I2C, I2S, SPI, 7 GPIOs
Programmability
Yes; ARM9
No; fixed-function bridge
Development Kit
SDK, $249 RDK
Applications
Machine vision, medical imaging, video conferencing, 3-D motion tracking, document scanning
PC webcam
1 Video format for raw video data
2 Video format for luminance and chrominance components
3 Video format for red, green and blue pixel components
Competitive Comparison: To define key features of the Cypress solution and demonstrate its superiority over the Next Best Alternatives (NBAs). Must be credible and objective to the salesperson and customer.

13. CX3 Solution Value Example – USB3 Vision Camera
Programmability: 32-bit ARM9 CPU + on-chip SRAM for
Price: $0.124
Competitor
Programmability
SDK
Performance
Total Additional Value
Total Value Delivered
Target Cypress Solution:
Total Cost:
6% Total Savings:
CYUSB3065-BZXC
$12.25
$0.72
4 1ku pricing from Digikey: price delta for four-lane (FSA644UCX) vs. two-lane MIPI CSI 2 switch on 4/9/2015
EVC Slide: To clearly define the value of the Cypress solution, including BOM integration and unique functionality.

14. Here’s How to Get Started
Visit the CX3 homepage for product collateral and videos
Buy the CX3 Reference Design Kit
Download the App Note: How to Interface a MIPI CSI-2 Image Sensor with EZ-USB CX3
Download the Software Development Kit
Call to Action: To tell salespeople how to proceed. To ask them to volunteer account names, to schedule joint account visits, to use the scripted , and to set up a demo.

15. CX3 References and Links
Product webpage: CX3 Introduction Video: CX3 Demo Datasheet: CX3 CSI-2 to USB 3.0 Solution Application Note: How to Interface a MIPI CSI-2 Image Sensor with EZ-USB CX3 Hardware Development Kit: CX3 RDK Software Development Kit: CX3 SDK Technical Reference Manual: CX3 TRM Knowledge Base: CX3 Knowledge Base Articles Roadmap: Cypress USB Roadmap
Other available materials: Provide distributors with comprehensive view of resources to assist in selling the solution.