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FUJITSU SEMICONDUCTOR Limited AsiaE-newsletter

32nd IssueOctober – November 2010

Corporate Message Press Releases Activities Special Media Coverage

Corporate Message

Over 2010, triple play continued to gain ground in broadcasting, communications and IT, and in regional China itsdevelopment is still gathering pace. The emerging triple play sector poses challenges in terms of the applications andtechnology compared to traditional ISP requirements, particularly for chip suppliers in the upstream of the product chain.As a world-leading chipmaker, Fujitsu Semiconductor is committed to further developing triple play, focusing on R&D tostrengthen its offerings and increasing its promotional efforts to accelerate the localization process. In this way, we aremaking a significant contribution to the sustainable development of the Chinese triple play market.

Fujitsu Semiconductor's focus on triple play is paying off: The company's next-generation high-definition decoder solution,the MB86H61, won the EDN China Innovation Award and has gained recognition from across the industry. In addition, itsstrategic partnership with Skyviia and the two companies' joint R&D programme has contributed to the development ofnew multi-media solutions through holding (and participating in) a range of seminars, such as the 18th InternationalCoverage and Transmission Conference (ICTC 2010), and the 8th Beijing, Tianjin, Shanghai and Chongqing Cable TVConference (JJHY 2010).

As well as triple play, Fujitsu Semiconductor has actively advanced its MCU offerings. Over the past two months, 44 newproducts in the FM3 family of 32-bit microcontrollers have been launched, and the company has also expanded its line-upof 8-bit LCD driver microcontrollers in order to fulfil industry standards for high performance. Fujitsu Semiconductor hasalso conducted MCU webinars on eccn.com, and participated in MCU!MCU! 2010 and DTF Taiwan 2010, showcasing theresults of its latest research in the field and strengthening and expanding its partnerships with local industry players.

The company always aims to balance its efforts in these emerging fields with its more traditional markets such as powerand automotive electronics. Fujitsu Semiconductor participated in IC China 2010 and the 5th Automotive ElectronicsTechnology Forum, cementing its status as a leading player in these areas.

Fujitsu Semiconductor upheld its strong track record of co-operation with universities over 2010, establishing a joint labwith South China University of Technology to provide a platform for discourse with leading Chinese IT and electronicsresearchers, and enabling the company to forge ties with leading training institutions and businesses. These links providethe company with a valuable means to integrate production with learning, research and application and to cultivate talent.To that end, the company participated in the China Electronics and Information School Deans Forum 2010 in Hangzhou.

Fujitsu Semiconductor also sponsored the Fujitsu Semiconductor "Cross-straits CreativeFuture" MCU Electronic Design Cup Competition 2010-2011, aiming to provide studentsfrom Taiwan and mainland China with the opportunity to harness the newly-developedMB9BF506 32-bit microcontroller to develop concept applications that fit the demands ofthe future. For participants, the most eagerly anticipated part of the process follows thecompetition, when the steering committee selects the applications that are judged to besuitable for 'commercialization,' to develop them further and explore their real-world marketpotential, possibly going into production in the future.

Read on for more news of Fujitsu Semiconductor's recent achievements.

Fujitsu Semiconductorestablishes tie-up withSkyviia

Press Release: A lab jointly set up by Fujitsu Semiconductor and South China University of Technology

Fujitsu Semiconductor releases 44 products as initial offering of new FM3 family of32-bit microcontrollers

Fujitsu Semiconductor announces strategic partnership with Taiwan-based Skyviia forcompelling multimedia solutions

The curtain is lifted on Fujitsu Semiconductor Cup "Cross-strait Creative Future" MCUElectronic Design Competition 2010-2011

Fujitsu Semiconductor and Vee TIME Corporation officially announce their cooperationfor the first portable WiMAX-WiFi router

Fujitsu Semiconductorparticipates in ICTC 2010

Fujitsu Semiconductorwins EDN ChinaInnovation Award

Fujitsu Semiconductorparticipates in DTFTaiwan 2010

Fujitsu SemiconductorMCU online seminar heldat eccn.com

Fujitsu Semiconductor expands lineup of 8-bit LCD driving microcontroller, 8-bitmicrocontroller compatible with 8COM segment display LCD controllerActivities:

Fujitsu Semiconductor participates in the 8th Beijing, Tianjin, Shanghai and ChongqingCable TV Conference

Fujitsu Semiconductor participates in the 14th Dianyuan.com Technology ExchangeConference

Fujitsu Semiconductor participates in MCU!MCU! 2010 Fujitsu Semiconductor participates in IC China 2010 Fujitsu Semiconductor participates in AETF 2010

Fujitsu Semiconductor at the China Electronics and Information School Deans' Forum2010Media Interview:

Mr. Richard Lee, FAE assistant manager of Fujitsu Semiconductor Pacific Asia LtdTaiwan Branch, was interviewed by Digitimes.com during DTF Taiwan 2010.

Mr. Desmond Tan, senior marketing manager, South Asia/India, Fujitsu was interviewedby Electronics For You.Technical Article:

Ecological technology in Flash MCU – "New Flash" architecture Emerging markets for H.264 video encoding

About Fujitsu Semiconductor Limited Asia

Collaborating collectively on its distinct strengths and expertise, FujitsuMicroelectronics (Shanghai) Co Ltd, Fujitsu Semiconductor Asia Pte Ltd and FujitsuSemiconductor Pacific Asia Ltd collectively form Fujitsu Semiconductor Limited Asia(FSL Asia), to provide a one-stop center for its semiconductor products to allcustomers in the Asia-Pacific region. Apart from sales and marketing of semiconductorproducts, FSL Asia also offers flexible business and system solutions for the digital AV,automotive, consumer electronics, and mobile and wireless markets, as well as designand technical support for customers, locally and regionally.

With technology resource centers and ASIC design support centers strategicallylocated in Hong Kong, Taiwan, Shanghai and Chengdu, FSL Asia can speedily andcompetitively meet customers' stringent design-in requirements on ASSP, MCU andASIC products. With heavy investments in design and engineering capabilities andapplication support resources, complemented by a regional network of design partners,suppliers and distributors, FSL Asia can readily delivers innovative and value-addedsolutions and varied range of products to its target markets in the Asia-Pacific region.

About Fujitsu Semiconductor Asia Pte Ltd (FSAL)

Fujitsu Semiconductor Asia Pte Ltd (FSAL) was established in 1986 to providesemiconductor sales and support solutions to customers in Southeast Asia, India andOceania. FSAL offers a diverse array of application-oriented semiconductor productsand solutions such as ASIC, ASSPs, microcontrollers/microprocessors (FR-V), SystemMemory (FRAM/FCRAM) and System LSIs (DVD MPEG Source Decoders/MPEG –2Encoders).

Press Releases

A lab jointly set up by Fujitsu Semiconductor and South China University of Technology

Shanghai, November 1, 2010 - Fujitsu Semiconductor (Shanghai) and Electronic & Information Engineering Dept(Shaoyifu Science Building) of South China University of technology Jointly held an opening ceremony for the newlyestablished lab. This is another joint venture Lab Fujitsu has set up since 2008, and it is an important step to actualizeFujitsu's university program. This new establishment will enhance the complementary strength between Fujitsusemiconductor and Chinese universities and effectively promote personnel training and semiconductor industry in China.

For more information, please visit:http://www.fujitsu.com/cn/fsp/news/archives/2010/1201_2.html

Fujitsu Semiconductor releases 44 products as initial offering of new FM3 family of 32-bit microcontrollers

Singapore, November 4, 2010 - Fujitsu Semiconductor Asia Pte Ltd (FSAL) announced the release of 44microcontrollers, the initial offering of chips from its new FM3 family of 32-bit general-purpose RISC microcontrollersusing the ARM® Cortex™-M3 core. Samples of the new chips will begin shipping from late November 2010, with volumeshipping to be gradually rolled out starting in late January 2011.

For more information, please visit:http://www.fujitsu.com/sg/news/pr/fmal_20101104.html

Fujitsu Semiconductor announces strategic partnership with Taiwan-based Skyviia for compelling multimediasolutions

Singapore, November 18, 2010 - Fujitsu Semiconductor Limited (Fujitsu Semiconductor) announced that a strategicpartnership was established with Skyviia Corporation (Skyviia), a Taiwan-based market pioneer in SoC system solutionfor digital multimedia products, that aims to build a stronger footprint for Fujitsu Semiconductor in the global homeentertainment market and further enhance its design and development of related product portfolio, where the emergingmarket offers tremendous opportunities for promising applications like set-top-boxes, TV sets and digital media adaptors.

For more information, please visit:http://www.fujitsu.com/sg/news/pr/fmal_20101118.html

The curtain is lifted on Fujitsu Semiconductor Cup "Cross-strait Creative Future" MCU Electronic DesignCompetition 2010-2011

Shanghai, November 22, 2010 - What new ideas about future life do you have? Recently, the curtain has been lifted on"Cross-strait Creative Future" MCU Electronic Design Competition hosted by Fujitsu Semiconductor (Shanghai) Co., Ltd.(hereinafter referred to as "Fujitsu Semiconductor"). This competition lasts for almost 1 year, is hosted simultaneouslyacross the Strait (Mainland, Taiwan and Hongkong), and is intended to guide cross-strait students to take full advantageof MB9BF506 32-bit microcontroller newly released by Fujitsu Semiconductor and to get and realize their creative ideasabout future life through their intelligence and creativity, strengthening the exchange in semiconductor industry.

For more information, please visit:http://www.fujitsu.com/cn/fsp/news/archives/2010/1222.html

Fujitsu Semiconductor and Vee TIME Corporation officially announce their cooperation for the first portableWiMAX-WiFi router

Singapore, November 24, 2010 - Fujitsu Semiconductor Asia Pte Ltd (FSAL) announced that it will cooperate with VeeTIME Corporation to release portable WiMAX-WiFi router (CW6200i), which is designed and manufactured by SiriusMobility and adopts the second generation mobile WiMAX solution of Fujitsu Semiconductor. Currently, the WiMAX chipset of Fujitsu (MB86K23 baseband chip and MB86K73/74 RF module) has entered its mass-production phase.

For more information, please visit:http://www.fujitsu.com/sg/news/pr/fmal_20101124.html

Fujitsu Semiconductor expands lineup of 8-bit LCD driving microcontroller, 8-bit microcontroller compatible with8COM segment display LCD controller

Shanghai, November 25, 2010 - Fujitsu Semiconductor (Shanghai) Co.,Ltd. announced the forthcoming release of anew series of high performance 8-bit microcontrollers with segment-display LCD controller built in. This new series isregarded as a member of the F²MC-8FX family. This series includes 12 products from the 64-pin MB95470 series and 6products from the 80-pin MB95410 series. Samples of these new products are available in early November 2010 and

product shipment will commence in January next year.

For more information, please visit:http://www.fujitsu.com/sg/news/pr/fmal_20101125.html

Activities

Fujitsu Semiconductor establishes tie-up with Skyviia

On 18th November 2010, Fujitsu Semiconductor and Skyviia held a signing ceremony in Taipei, formally inaugurating thestrategic partnership between the two firms. Hiroyuki Hojo, corporate senior executive vice-president of FujitsuSemiconductor and Fuja Shone, Skyviia's chairman and president jointly signed the LOI and talked about their high hopesfor the tie-up. Capitalizing on each company's expertise, Fujitsu Semiconductor and Skyviia target to strengthen thecollaboration to enable enhanced capability of offering SoC solutions for the triple play market to meet the great demandof home entertainment market.

Mr. Hiroyuki Hojo and Mr. Fuja Shone signed the LOI, formally inaugurating the twocompanies' strategic partnership

Fujitsu Semiconductor participates in ICTC 2010

The 18th International Coverage and Transmission Conference (ICTC 2010) was held in Hangzhou, China from 28th to30th October 2010. Mr. Cedric Huang, senior marketing manager of Fujitsu Semiconductor (Shanghai) Co Ltd, gave aspeech entitled Providing the Best Service for End Triple Play Applications that focused on the latest triple playdevelopment trends and introduced Fujitsu Semiconductor's newest initiatives and localised services, such as its effortsto expand its technology and support teams, its programme of joint digital TV labs with partners, its strategic partnershipswith domestic mainstream middleware and CA vendors that currently provide the only HD solutions to support non-cardCA. He also discussed the company's ongoing efforts to make its products compliant with China's own standard, and itslarge new Android application development team.

Mr. Cedric Huang delivers a speech at ICTC 2010

Fujitsu Semiconductor participates in the 8th Beijing, Tianjin, Shanghai and Chongqing Cable TV Conference(JJHY 2010)

From 20th to 21st November 2010 the 8th Beijing, Tianjin, Shanghai and Chongqing Cable TV Conference (JJHY 2010)

and the 8th National City Cable TV Conference (NCCTV 2010) was held in Tianjin. Mr. Cedric Huang, senior marketingmanager of Fujitsu Semiconductor (Shanghai) gave a speech, Chip Manufacturers Support Triple Play Services, andintroduced Fujitsu Semiconductor's service and solutions in promoting triple play development.

Mr. Cedric Huang delivers a speech at the conference

Fujitsu Semiconductor MCU online seminar held at eccn.com

On the afternoon of 4th November 2010, Fujitsu Semiconductor held an MCU online seminar at eccn.com. During theseminar, Mr. Cai Zhenyu, senior product engineer of Fujitsu Semiconductor (Shanghai) Co Ltd, gave a speech entitledApplications of Fujitsu Semiconductor's 8FX Family MCU in Consumer Electronics, in which he discussed this highperformance family of products. Together with Mr. David Du and Jason Cui, both field application managers at FujitsuSemiconductor (Shanghai), Mr. Cai held an online discussion with over a hundred participants and answered theirquestions.

For more information, please visit :http://seminar.eccn.com/101104/tindex.asp

Fujitsu Semiconductor participates in MCU!MCU! 2010

On 16th November 2010, MCU!MCU! 2010 was held in Shenzhen. As one of the largest professional seminars to focuson MCU technology applications in China, the conference attracted over 600 technical personnel and industry executiveswho discussed the development and applications of MCU technology. Mr. Deng Huixiang, Commodity processorapplication engineering manager of Fujitsu Semiconductor (Shanghai) delivered a speech entitled Innovation of MotorDrive Comes from Fujitsu Semiconductor's Technology, and introduced Fujitsu Semiconductor's latest motor drivesolutions.

Conference overview Deng Huixiang delivers a speech at theconference

Fujitsu Semiconductor participates in DTF Taiwan 2010

DTF Taiwan 2010, an industry seminar organized by Digitimes, was held in Taipei on 26th October 2010. More than 300technical experts and management executives from leading MCU companies attended to discuss development trends inthe MCU field, and to showcase their latest technologies and products. Richard Lee, FAE assistant manager of Fujitsu

Semiconductor Pacific Asia Ltd., Taiwan Branch delivered a speech entitled Innovating for the Next-Generation ofMCUs that focused on Fujitsu Semiconductor's latest MCU solutions and looked at general trends in the field.

Conference overview Mr. Richard Lee delivers a speech at theseminar

Fujitsu Semiconductor participates in the 14th Dianyuan.com Technology Exchange Conference

The 14th Dianyuan.com Technology Exchange Conference was held in Shenzhen on 6th November 2010, attracting over1200 power electronics industry figures. Mr. Chen Yongkang, senior engineer of Fujitsu Semiconductor Pacific Asia Ltd,participated in the conference on behalf of Fujitsu Semiconductor, and discussed Fujitsu Semiconductor's LCD panelpower solutions. Mr. Chen also talked about the latest developments in the field of LCD panel power integrated circuits.

Chen Yongkang delivers a speech at the 14th Dianyuan.comTechnology Exchange Conference

Fujitsu Semiconductor participates in AETF 2010

Fujitsu Semiconductor took part in the 5th Automotive Electronics Technology Forum (AETF 2010) in Guangzhou on 29th

October 2010. A number of well-known component and solution companies also attended to present the results of theirwork on hybrid system designs, new power system designs, in-vehicle entertainment systems, automotive electronictesting and automotive circuit protection. Mr. Welch Ding, product manager of Fujitsu Semiconductor (Shanghai)introduced Fujitsu Semiconductor's 3D all-round view solution for driving systems.

Conference overview Mr. Welch Ding introduces FujitsuSemiconductor's latest automotive

electronics solutions

Fujitsu Semiconductor wins EDN China Innovation Award

The results of the EDN China Innovation Award were announced recently, and Fujitsu Semiconductor won the award inthe product category with its next generation high-definition decoder solution MB86H61.

The MB86H61 chip series is based on multi-core CPU architecture. Its video decoding unit incorporates unique videoprocessing hardware capabilities that are based on Fujitsu Semiconductor's patented technology that decodes the fullrange of HD formats (SD MPEG-2 , H.264, VC-1, AVS, FLV, MKV and others), making the chip a leading product in itsfield. The product features the low power consumption for which Fujitsu Semiconductor products are renowned: in itsunique standby mode, the required power is as low as 1 mW, surpassing European standards significantly. The chip'sability to handle the Chinese AVS and DRA standards illustrates the importance that the company attaches to China.

Award-winning companies at the EDN ChinaInnovation Awards ceremony

Fujitsu Semiconductor participates in IC China 2010

IC China 2010 was held in Suzhou, China from 21st to 23rd October 2010. This major conference attracted over 200domestic and overseas companies and more than 6,000 attendees. The scope of the conference encompassed theentire semiconductor industry chain, from early-stage product design through to application solutions and from EDA toolsto manufacturing and packaging technology, as well as photovoltaic products, LED products and sensor technology.Fujitsu Semiconductor participated in the exhibition, showcasing its full range of products and technologies across theMCU, GaN, package, power and FRAM fields.

Fujitsu Semiconductor's booth at IC China2010

Fujitsu Semiconductor's exhibits attracteda large number of visitors

Fujitsu Semiconductor at the China Electronics and Information School Deans' Forum 2010

Sponsored by the Chinese Institute of Electronics, China Electronics and Information School Deans' Forum aims topromote knowledge-sharing among domestic electronics and information schools and departments. By pooling ideas andnurturing talent, it hopes to boost the quality of teaching and research in participating institutions. Since 2005, when thefirst China Electronics and Information School Deans' Forum took place in Beijing, the forum has developed into one ofthe largest and most influential education and scientific research initiatives in the electronics and information fields.Currently, the forum is supported by China's Ministry of Industry and Information Technology, the Ministry of Education,the National Development and Reform Commission, the Ministry of Science and other government stakeholders.

Fujitsu Semiconductor attended to exchange ideas and views with prominent Chinese academics and experts, as well asrepresentatives of leading training institutions and businesses. The company is always looking for new ways to foster

innovation through learning and harnessing new talent.

Fujitsu Semiconductor attended the China Electronics and Information SchoolDeans' Forum

Special Media Coverage

Media Interview

Digitimes.com, November 4, 2010

Richard Lee, FAE assistant manager of Fujitsu Semiconductor Pacific Asia Ltd Taiwan Branch was interviewed byDigitimes.com during DTF Taiwan 2010. He introduced Fujitsu Semiconductor's latest MCU products and shared hisviews on MCU market trends.

English Version:

Innovating for the next generation of MCUs

MCU makers could open up another blue ocean market by carrying out R&D themselves or obtaining relevant authorizedIP, together with their energy saving technologies on internal memory and frequency control plus their vertical integrationadvantages through middle and lower reaches...

As well as adopting this approach, certain MCU makers' products also underline the advantages of vertically-integrating

IC design, wafer plant and packaging and testing, all of which adds value to cutting-edge technology during the mid- andlate-stages of the MCU manufacturing process.

Take Fujitsu Semiconductor. It has a number of product lines including its 8-bit FFMC 8L / 8FX series CISC MCUs, whichpack an impressive combination of low pricing and high efficiency and have applications mainly in household appliances,industrial controls, automotive electronics, domestic security and home computing; 16-bit FFMC 16LX / 16FX seriesCISC MCUs, which are also highly efficient and competitively priced, and are used in the automotive, industrial controls,frequency conversion and digital audio-visual fields; 32-bit FFMC FR60 / FR80S RISCMPU series, which achieves highperformance and is suitable for high-end applications; and the FM3 product family, which obtained authorisation fromARM Cortex - M3, and also focuses on applications in the automotive, audio-visual and frequency conversion fields, andthese are used mainly in consumer goods.

FRAM takes the lead in delivering Flash-embedded MCUs

Semiconductor manufacturers such as Ferro Electric RAM (FRAM), Ramtron and NEC, whose labs are still conductingvolume production research, pioneered the integration of their 8-bit MCU with ferroelectric RAM (or FRAM). FRAM isregarded as a pioneering technology in the development of high-speed RAM, along with DRAM/an SRAM/Flash, whichnot only feature high-speed random data-reading and writing, but an almost unlimited read-write capability in excess of 10billion cycles. MCUs featuring embedded FRAM, capable of 9 billion cycles, are already being shipped.

Fujitsu Semiconductor's own Flash technologies have achieved a 100,000 'programme erased' cycle, equating to astorage lifecycle of 20 years. They also boast the fastest 60MHz Flash working frequency to have entered production,which then evolved into Dual Operation Flash technology. At the same time, the products provide rapid wipe and writeand programme code reading and execution capabilities, making them equivalent in performance terms to MCUs withembedded E2PROM RAM. This helps to explain why orders of MCUs equipped with Fujitsu Semiconductor Flashtechnology have topped 200 million.

The working voltage for the F2MC 8FX MCU is between 2.4 V ~ 5.5 V (different versions vary from 32 to 80 pin feet).With built-in RC frequency oscillators and frequency monitoring circuits, this MCU can generate 120/180 degrees phasicsinusoidal wave frequency signals. Thanks to its energy-saving design, it runs on only 1 μA in frequency stopping mode.Built-in external oscillator detection circuits can switch back to internal RC oscillators automatically to keep working in theevent of external oscillator failure. The low-voltage detection function will trigger emergency measures when the voltagedrops below a given level in peripheral devices. Thanks to the MCU's 8/16-bit complex timer circuits, the product can beapplied flexibly in a range of customer products. Built-in 8/10bit A/D analogue conversion circuits avoid line impedanceinduction associated with PCB lines being stretched.

The working temperature for the F2MC 8FX MCU ranges between - 40℃ ~ 85℃ or 105℃. Its embedded Dual OP FlashRAM withstands one million wipe and write cycles, equating to a 20-year service life if used without external EEPROM.The MCU also has a built-in UART serial port transmission interface, integrating with new LCD drive circuits, motordrives, the I2C and other relevant control functions. Equipped with built-in fault detection circuits, the chip works withexternal fault detection devices, or it can re-burn Flash firmware code via a USB interface.

Exclusive products, strategically targeted to customers' needs

When it comes to higher-order applications, Fujitsu Semiconductor's exclusive 32-bit FFMC FR60lite/FR60 MPUdeveloped in 2005 paved the way for FR80S MPU in 2008, when Fujitsu Semiconductor halted the R&D programme for32-bit MPUs. Fujitsu Semiconductor's FM3 MPU obtained the ARM Cortex-M3 authorisation originally intended for the16-bit / 32-bit MCU market, with a global, generalised ARM Cortex core, which (if co-located with software and hardwaredevelopment tools such as KEIL or Starter Kits) can be used in software development applications.

Fujitsu Semiconductor's FM3 MPU can run on low voltage (1.8 ~ 3.6V) but also on higher voltages of between 2.7V and5.5V. It is mainly intended for use in industrial controls. It features Fujitsu Semiconductor's value-added technology (suchas embedded Dual OP Flash technology, built-in multi-function timers, a UART/SIO/12C serial port interface and 12-bit ADconversion circuits). Its exclusive 8FX MCU structure and cutting-edge detection and restore capabilities for whenexternal frequency fails or voltage drops make the product suitable for a range uses, from domestic appliances through toanti-theft security installations, PC/OA interface devices, power networks and intelligent network applications.

21IC.com, November 21, 2010

Mr. Deng Huixiang, commodity processor application engineering manager, and Mr. Alex Peng, MCU product manager,Fujitsu Semiconductor (Shanghai) Co Ltd, were interviewed during MCU!MCU!2010 and introduced FujitsuSemiconductor's FM3 family of MCUs with ARM-M3 core and 180-degree DC inverter solution.

English Version:

Cortex breaks through Japanese MCU coalition; the Fujitsu Semiconductor FM3 series takes the lead in motorcontrol applications

In early November, Fujitsu Semiconductor officially released its FM3 MCU series, which incorporates an ARM Cortex-M3core. Toshiba Semiconductor followed suit with a product family of 44 different offerings. Fujitsu Semiconductor haspromoted its new product more energetically than Toshiba, resulting in significantly greater publicity for the Cortex - M3.The question now is whether Japanese MCU makers, who have so far consistently focused on developing specialisedcores, will instead turn their attention to general RSIC micro-controller cores. This has caused some consternation in theindustry.

The ARM core is consistently well-known by its nice industrial ecosystem (with over 700 third-party suppliers globally)and low power consumption which achieves successive successes in the battle of replacing 8, 16 bit MCU, with 32 bitCortex MCU's price constantly approaching " under a dollar". This is one of the main reasons that Fujitsu Semiconductorhas begun to consider a general core MCU approach. "We see the market demand for Cortex," said FujitsuSemiconductor's marketing principal. "With ever-shorter product development cycles, clients want a more convenientplatform. ARM provides easy access to development tools, middleware, drives and other benefits through its central rolein the semiconductor ecosystem, which gives it considerable advantages over specialized cores. In short, the FM3 MCUenables more customers to benefit from Fujitsu Semiconductor's unrivalled technical advantages."

At the 2010 MCU Technological Innovation & Embedded Applications Conference in Shenzhen, ARM's representativesaid that shipments of Cortex-M cores had reached 9.9 million during the second quarter of 2010 alone: this is higherthan the full-year figure for 2008. At this rate, shipments are expected to see a 160 per cent increase over the next threeyears. In addition to traditional European and American MCU manufacturers, Japanese MCU makers such as FujitsuSemiconductor bring their unique technological advantages to the table, and will certainly continue to play a key role infuelling this explosive growth.

Peripherals equal competitive edge

Whether chipmakers are European, American, Japanese or Taiwanese, achieving a competitive edge in the field ofCortex MCUs depends on peripherals. During the development of specialized-core MCU and ASIC / ASSP products overthe last 20 years, Fujitsu Semiconductor has accumulated a wealth of design expertise in peripherals that is widelyacknowledged within the industry, many features of which were developed independently by the Fujitsu SemiconductorChina team, tailored perfectly to meet the demands of the local market.

The FM3 MCU product family divides into two series: the high-performance MB9BF500/400/300/100 series combine highperformance and high speed, and are intended for use in industrial applications such as servo control for industrialautomation, frequency control, electric cars, solar inverters, smart grid data acquisition and so on, enhancing systemefficiency. The standard MB9AF100 series features lower energy consumption, satisfying the demand for energy-efficiency. These are suitable for white goods such as refrigerators and washing machines, as well as digital consumergoods and office automation equipment.

The peripherals for both series are similar, as shown in Diagram 2. The following three features are worthy of specialmention, since they underline Fujitsu Semiconductor's design strengths and set the products apart from other Cortex-M3MCUs and from the general strategy of moving to 32-bit products.

1. A wide operating voltage range of up to 5.5V

The FM3 series can run on power supplies of 2.7V ~ 5.5V. In contrast, other chipmaker's Cortex-M3 MCUs can only runon a power supply of 3.6V or less. Meeting demand for a microcontroller that can be used with 5V power supplies haspaved the way for the FM3 series MCUs to become the product of choice for industrial automation equipment and largehousehold appliances. Next year, Fujitsu Semiconductor plans an ultra-low power consumption product series, capable ofrunning on 1.8V-3.6V power supplies, which will expand the application scope of 32-bit MCU products even further.

2. Flash memory with industry-beating speed and high-performance for automotive applications

In this product class, Fujitsu Semiconductor uses high-performance NOR flash memory. This rivals automotive MCUproducts, with at least 100,000 erase / write cycles (this figure itself is conservative) and up to 20 years' data retention.These products also provide 'save' support for data encryption to ensure security. This flash memory is the fastest in itsclass in terms of read speed: it boasts zero time-lag at up to 60MHz frequency response level, spelling greatly improvedCPU performance. The result, based on the open source Dhrystone 2.1 benchmark, shows that Fujitsu Semiconductor'sCortex-3M product performs 30 per cent better than the competing products in terms of MIPS (Million Instructions PerSecond), at the working frequency of 60MHz.

3. Peripheral macros for high-precision motor control

In addition to enhancing the peripheral of Fujitsu Semiconductor's FR microcontroller family, which has a provenreputation in motor control applications, the company has implemented a wide variety of new and improved peripheralmacros in order to meet the requirements of high-precision motor control. In particular, equipped with a high-precision andhigh-speed 12-bit A/D converter (+/-2LSB 1.0μs conversion), the microcontroller's high-precision sampling fine-tunesmotor control and demonstrates its true potential when employed in high-precision, high-speed servo motors and otherfactory automation applications. The microcontroller's three-unit 12-bit A/D – with up to 16 channels – allows for improvedpositional accuracy. Thus, while the rotational position of the motor has traditionally been detected through softwareusing the CPU, the FM3 family includes a new motor rotational position sensing counter, enabling automatic detectionand reducing the burden on the CPU. The product therefore reduces the amount of power consumed by inverter systems.

Meeting Chinese suppliers' target of 180-degree energy-efficient designs in frequency conversion

Although Fujitsu Semiconductor is regarded as one of the earliest Japanese manufacturers to release a Cortex-M3 MCU,the fact is that European and American manufacturers did so earlier. In drawing any comparisons, it is important to looknot only at the product itself, but also to bear in mind the market entry point to determine whether the latest productsoutperform older offerings. The field of motor controls in China has become a central part of Fujitsu Semiconductor'smarket strategy, with the company aiming to seize the initiative in the motor control market through differentiatedperipherals, integrated solutions and the ability to offer comprehensive local support. In all of these respects, thecompany enjoys a formidable reputation.

In the field of motor controls, some of the Fujitsu Semiconductor MCUs' unique features are worth mentioning. The first ofthese is the multi-pulse generator (MPG): Fujitsu Semiconductor has accomplished an industry first in devising a productthat can convert a drive signal to make motor closed-loop control a reality, using configured hardware modules to detectthe motor position signal.

The other feature is the multifunction timer (MFT) module, which incorporates AD and waveform components:

• High-speed AD acquisition, completed by only 1uS;

• Two group independent AD; frequency conversion programmes use the first set of 4 channels, and the second set ofeight channels is freed up for use by the client, and remain unaffected by frequency conversion;

• Set-free can be triggered by the drive waveform, sampling signal at the most appropriate point;

• Freedom to configure PWM waveforms to the desired period and width;

• Three groups of six-channel PWM drive signal periods, which are reverse-synchronized by the hardware;

• A hardware 'dead time', in which the user sets the width;

• Sensor signals hardware capture, and drive signals trigger.

In addition, the MCU features variable-frequency conversion drive algorithms, and provides reference and customizationat the level of source code, greatly reducing the threshold and system design complexity compared to "DSP + MCU"mode. Since the frequency technology and algorithms were independently developed by Fujitsu Semiconductor's localChinese R&D team, it is possible to vary the algorithms according to Chinese customers' requirements, giving customersthe flexibility to opt for software modules integrated into a hardware system to form their own systems. FujitsuSemiconductor's in-depth local technical support services also give it a huge advantage over the competition.

Fujitsu Semiconductor offers a wide range of motor-driven development platforms and solutions based on the FM3.These include hardware systems that support both single- and dual-chip configurations, firmware that can accommodateunderlying peripheral drivers, middleware core algorithms and additional high-end functions. In addition, FujitsuSemiconductor's motor test software tools can not only set the parameters, but also draw arbitrary waveforms such asthose seen in an oscilloscope. This makes the waveform variables easy to observe, enabling superior debuggingfunctionality which most similar products do not achieve.

While a 180-degree DC inverter solution will be good news to many Chinese household appliance manufacturers, FujitsuSemiconductor has also started to work directly with certain leading manufacturers, and the results of the collaborationare expected to come to market shortly. Reportedly, one of these will be an integrated 180-degree DC conversionsolution, with the advantage of high-performance 32-bit high-speed chips, two-phase current sense, greater security andmore reliable feedback. The product will feature an independent-developed leading algorithm and support for thethree-phase permanent magnet synchronous motors and DC Brushless motor-driven compressors. With compensationfor the dead zone and the more accurate rotational position estimation, Fujitsu Semiconductor frequency conversionsolution offers a smoother sinusoidal current waveform than similar solutions, due to optimized current regulation. FujitsuSemiconductor's solution also consumes less power, meaning greater efficiency under the same operating conditions.

Algorithms hold the key to competing in the field of frequency conversion solutions. Fujitsu Semiconductor's 180 degreecore control algorithms feature in the important components shown in Diagram 3, which can be rapidly migrated fromprevious specialized MCU platforms to the 32-bit general MCU platform suitable for FM3. This flexibility drives thepopularity of 180 degree DC inverters and contributes to energy conservation in household appliances and industrialequipment all over China.

ET, November 2010

Mr. Alex Peng, MCU product manager of Fujitsu Semiconductor (Shanghai) Co Ltd was interviewed by ET and analysedMCU market trends.

English Version:

Strategic market overview: 32-bit and 8-bit microcontrollers

Even a cursory glance at today's microcontroller market reveals a huge and growing gap between 8-bit and 32-bitmicrocontrollers (MCUs) in terms of price and performance. The competitive dynamic also operates differently in thecontext of various different application fields. In a market full of opportunities, fierce competition is inevitable, and themarket for 8-bit and 32-bit MCUs is no exception.

With an increasing number of manufacturers moving into the 32-bit MCU market, the element of competition has alsoevolved: competitiveness is now achieved primarily through pricing rather than product features or capabilities. YangZhenglian, STMicroelectronics' product marketing manager for Greater China and South Asia, believes competition willbe a constant in the 32-bit MCU market. For chipmakers, this spells perennial pressure to keep prices low.

32-bit MCU manufacturers want out of the price war

Compared to other manufacturers, STMicroelectronics entered the 32-bit MCU market early on and its position in themarket is relatively stable. To cope with ever-fiercer competition, the company has adopted a strategy of dynamicallyadjusting its pricing structure in response to customer demand. Given prevailing market conditions, STMicroelectronicsmay not have had much choice in this: most manufacturers in any industry would agree that product competitiveness,rather than undercutting one another, is a better way to increase business and satisfy customer demand.

Lin Jianyi, Microchip's application engineering manager, says the overall market is growing due to a higher number ofmanufacturers competing for a slice of the 32-bit MCU market. At the same time, customers are becoming more andmore familiar with the possibilities offered by 32-bit MCUs, and are using them in a growing number of their designs.

Today's 32-bit MCU customers divide into two categories: former 8-bit or 16-bit customers, and CPU customers whohave always used higher-end MCUs. While some higher-end MCUs are already taking over in fields that traditionallyused smaller microcontrollers, systems integrators have also started to show a preference for 32-bit MCUs, as theircustomers gradually come to realise that they can meet their objectives with lower running costs. Customers still using 8-or 16-bit MCUs are becoming aware that the integration and complexity of their terminal systems can be circumvented byadopting a 32-bit solution instead. For Microchip customers, the flexibility and compatibility of Microchip 32-bit MCUsmake it easy to migrate to this more advanced platform.

Peng Tao, Fujitsu Semiconductor's MCU product manager takes the same view as Microchip's Lin Jianyi. In recentyears, he has seen the 32-bit MCU's steady increase in popularity due to its consistently high operating efficiency andlower demands on IC design. This popularity has prompted new semiconductor manufacturers to enter the 32-bit marketagainst a background of ever more rapid innovation in semiconductors generally, and simultaneous progress in IC designtechnology. Seen in this light, the rise of 32-bit technology intellectual property (IP) authentication, in which ARM played adriving role, is a natural step. Fujitsu Semiconductor has not only developed its own 32-bit offerings, but alsoincorporates the ARM Cortex-M3 core. Its 32-bit MCUs use Fujitsu's 90nm process for production, and can be applied inindustrial controls, consumer electronics, household appliances and medical equipment.

Finding the resources to support R&D

Finding the resources required by the product development process for MCUs has posed difficulties for manymanufacturers. Shortened development cycles and increased regulation of end applications has meant that moneyinvested in R&D no longer yields the return on the developers' investment that it once did. They have come up with anumber of different ways to overcome this problem.

1. Greater emphasis on localisation

This approach has been adopted by foreign and Taiwanese manufacturers. Wang Yurui, assistant manager, firstbusiness division of Renesas Electronics suggests that this is because foreign chipmakers usually struggle to provideadequate local support.

The reality is that this is probably unfair. Renesas Electronics itself is a multi-national corporation. Its R&D activities aremostly carried out at headquarters and the resulting development kits are then provided to clients. This approachdemonstrates the risks of over-centralisation for chipmakers: the one-size-fits-all development kit might not, in fact, meetthe specific needs of systems integrators in a variety of markets and industries. In a more localised structure, the localbranch of the company is able to develop a more in-depth understanding of the needs of its customers in that country andcan develop development kits or reference designs accordingly. Having insufficient R&D staff on the ground also makes itharder to provide good and timely customer service in the event of any issues.

Gao Guodong, general manager of Holtec Semiconductor certainly takes that view. He concedes that while, for now,Taiwanese companies' products do not rival those of their western counterparts in terms of technological advancement,their customers are still very conscious of product quality and post-sales service when they make purchasing decisions.The quality/service/price equation differs according to differing customer requirements.

Gao cites Holtec's development in mainland China as an example: Holtec started off being less competitive in terms ofpricing, which was initially a deal-breaker for many customers. Longer-term, however, consistent investment in R&D andthe establishment of a team of field application engineers paid off, and customers began to warm to the idea that productquality, which lays the foundations for a stable terminal system, might actually justify higher initial investment. In terms ofcustomer service, Gao says Holtec requires that customer enquiries are responded to within 24 hours of being received,and the company aims to resolve any issues at the first attempt.

2. Graphical interfaces may be popular, but library resources are key

In terms of the development environment, some semiconductor players have introduced graphical interfaces which haveproven popular among engineers. Wang Yurui confirms this, but adds that, ultimately, what makes an MCU manufacturersuccessful is the sufficiency of their library, IP, APP, software and hardware support. If there is not enough support, theoverall solution will not deliver on the customer's expectations. In such circumstances, Wang suggests, having a greatgraphical interface will not turn out to be much of an advantage.

Yang Zhenglian also thinks that the development tools provided by STMicroelectronics still mainly rely on the traditionallibrary, which leads to better performance and system stability. While the graphical development interfaces are stillaround, they are not a mainstream MCU development tool.

The 8-bit market demands maximum performance for the lowest price

A succession of Taiwan and mainland China semiconductor companies have entered the 8-bit MCU market, in part due tothe relatively low technical and R&D hurdles to entry. In mainland China, huge demand exists for simple controls in avariety of everyday applications thanks to the country's huge geographical area and population. This combination hasresulted in even stronger competition for market share among all the players in the 8-bit market. To achieve thehigh-volume orders needed to be successful, manufacturers compete on cost, squeezing their profit margins to wingreater market share. Even if profit margins on a per-unit basis are low, manufacturers can still grow their businesses ifthey can achieve the necessary economies of scale – but some do not, and find themselves facing a difficult choicebetween staying competitive and staying afloat.

Mike Salas, microcontroller product marketing director at Silicon Labs, believes that, though Taiwan and mainland Chinasemiconductor companies can succeed in the 8-bit MCU market by providing alternative, price-competitive solutions tothe well-known brands, there are often risks associated with these low-cost solutions. Silicon Labs' MCU products offerhigh-efficiency and multi-functional mixed signals, both of which have obvious advantages over other products whenprice, efficiency, performance and peripheral integration are all factored in.

In terms of functionality, Lin Jianyi points to Microchip's family of 8-bit products, which have a large product serial,ranging from 6 to 80 pin-feet, packaging from SOT - 23 to QFN, and BGA, all of which can reduce the physical spacerequired on the circuit board. The products are richly supplied with built-in functions such as LCD controller, enhancedPWM, LIN bus, CAN bus, Ethernet and capacitive touch input. In short, the potential to interface so easily with a range ofperipherals amounts to a product that is easier to integrate and a significant benefit in terms of total cost of ownership. Inthe absence of a big difference in price between these and competing products, the Microchip offering comes out on top.This illustrates the typical difference between foreign chipmakers and their mainland China counterparts.

With the mainland market projected to enjoy a bright future, Peng Tao says Fujitsu Semiconductor has transferred its8-bit MCU development and application team to China from Japan, a move that has simultaneously generated reductionsin development costs and improvements in the technical support and customer service that Fujitsu is able to offer in thecountry. In the future, the company plans to further develop its 8-bit offerings, enhancing Flash capacity and reducingpower consumption, as well as continuing to consolidate its products' peripherals interfacing capabilities. At present,Fujitsu 8-bit MCUs are used in white goods, family medical products, motor controls, and intelligent instruments.

Even the Cortex-M0 can't stir the 8-bit market

According to market forecasts that followed the launch of ARM's Coretx-M0, the new product will impact on the existing8-bit MCUs with 8051 structure. Mike Salas also commented that, although the ARM Cortex-M0 is a relative newcomer tothe MCU market, current engineering designers are unlikely to be concerned about whether the core of the processorthey choose is new or long-standing: what they care about is the product's type, functionality and ease of integration withMCU peripherals. Salas says that their specific concerns will be power consumption, software development tools, andthe quality of customer and technical support provided by the chipmakers.

Salas believes that the question of what MCU core to choose will also not concern embedded design developers. Again,the reasons for this are efficiency and power consumption: if the core delivers on these, developers are likely to use it.As an example, he cites Silicon Labs' offerings. For greater efficiency, the products can be upgraded to the level of 100MIPS if its 8051 structure is optimised. In terms of power consumption, they leverage 'initiative' and 'sleep' modes todeliver ultra-low power MCU solutions. High efficiency and low power consumption are two of the biggest draws forSilicon Labs' customers.

So even if ARM releases the IP rights to the Cortex-M0, it will still be possible for other MCUs to achieve outstandingperformance for some embedded applications. However, if efficiency is not the first priority, system design engineers willtake into account other obvious considerations such as price, performance, ease of integration and BOM cost. In theend, products that come out well in terms of these factors will do better than ones that don't, regardless whether theproduct is recent, or which company made it.

Electronics For You, November 2010

Mr. Desmond Tan, senior marketing manager, South Asia/India, Fujitsu was interviewed by Electronics For You andshared his view on MCU market trends.

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Special Press Report

Efytimes.com, November 4, 2010

Fujitsu Semiconductor releases 44 products as initial offering of new FM3 gamily of 32-bit microcontrollers

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Fujitsu Semiconductor and Vee TIME Corporation officially announce their cooperation for the first portable WiMAX-WiFirouter

Lewy.com, November 25, 2010

Fujitsu Semiconductor expands lineup of 8-bit LCD driving microcontroller, 8-bit microcontroller compatible with 8COMsegment display LCD controller

Indiainfoline.com, November 22, 2010

Fujitsu Semiconductor announces strategic partnership with Taiwan-based Skyviia for compelling multimedia solutions

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