welcoming keynote · 2019. 2. 10. · welcoming keynote jeff ravencraft president/coo, usb-if brad...

USB Developer Days – October 24 – 25, 2017 USB Implementers Forum © 2017 1

Welcoming KeynoteJeff Ravencraft

President/COO, USB-IF

Brad SaundersChairman/CEO, USB-IF

Chairman/USB Promoter Groups

Taipei, Taiwan

October 24 – 25, 2017

Welcoming Slideshow 1.ppsxWelcoming Slideshow 1.ppsx

USB Developer Days – October 24 – 25, 2017 USB Implementers Forum © 2017

Opening Agenda

• USB-IF Welcome – Jeff Ravencraft• Recent Announcements

• Market Adoption

• The Importance of Certification and Branding

• Branding/Logo Strategy Update

• USB Specification Status – Brad Saunders• USB Promoter Group Specifications

• USB-IF Device Working Group Specifications

• USB Developer Days Overview and Schedule

2


USB-IF Welcome

• Recent Announcements

• Market Adoption

• The Importance of Certification and Branding

• Branding/logo Strategy Update

3


USB in the News

4

USB-IF Announces USB 3.2 Specification Published

Beaverton, OR, USA – September 26, 2017 – USB Implementers Forum (USB-IF), the support organization for the advancement and adoption of USB technology, today announced the publication of the USB 3.2 specification, an incremental update that defines multi-lane operation for new USB 3.2 hosts and devices. The USB 3.2 specification was first announced in July 2017 as near final by the USB 3.0 Promoter Group. It is now officially published by USB-IF and available for download at www.usb.org.

Key characteristics of the USB 3.2 solution include:• Two-lane operation using existing USB Type-C™ cables • Continued use of existing SuperSpeed USB physical layer data rates and encoding techniques• Minor update to hub specification to address increased performance and assure seamless transitions between single and two-lane operation

For users to obtain the full benefit of this performance increase, a new USB 3.2 host must be used with a new USB 3.2 device and the appropriate certified USB Type-C™cable. For more information, visit www.usb.org.

http://www.usb.org/press/USB_3.2_PR_USB-IF_Final.pdfhttp://www.usb.org/http://www.usb.org/


USB – The Best Experience for Charging and Performance

5

SuperSpeed USB 10 Gbps

USB Type-C™ Cable &

Connector

USB Power Delivery

ConvenienceRobust, slim connector with reversible plug orientation and cable direction

• USB Audio• USB Type-C™ Authentication• USB Type-C™ Alternate Modes

ChargingDelivers up to 100W – power

all your devices, including desktops and workstations

PerformanceDelivers up to 10 Gbps –

supporting all of your data transfer needs


USB Type-C Device Shipments

• IHS report November 2016

• 3 Billion+ units by 2020• 50%+ of USB TAM

6


Why Certification? • Non-compliant USB products are available in the market

• Consumers are purchasing faulty products and experiencing frustration• Consumer demand for compliant products is evident/real • Major US Retailers now requiring USB-IF Certification

• Amazon, Best Buy, Micro Center and Staples

• USB-IF has an active campaign to address bad actors• USB-IF works locally and internationally with customs, legal counsel and government agency's• USB-IF works with US Customs and the US Consumer Product Safety Commission • USB-IF has an active take down program for on-line retailer sites

• TM/Logo violations

• False claims/advertising

• Faulty/dangerous products

• How can consumers trust a USB product?• USB-IF compliance testing/certification and logo usage • USB-IF marketing and advertising initiatives educate consumers to “look for the logo”

7


Why Certification – Why Not?• USB 3.2, USB 3.1, USB Power Delivery (100 watts), USB Type-C™ and

USB Type-C Alternate Mode are only for the technically astute

• Protecting your Company’s Brand • Reassurance/confidence for your customers! • Validation/reassurance/confidence for your company!

• USB-IF Certification means:• Products have met the highest standards in the industry • Products were certified to be compliant to the specification • Products were tested for interoperability

• Trademark License agreement/logo license fee included in USB-IF Membership

• Members may attend a USB-IF workshop and get their product(s) certified at no cost

8


The Importance of Branding

• Branding immediately tells the consumer your product has been certified by the USB-IF and it has met the highest standard in the Industry

• Using USB-IF Brands/Logos insures consistent messaging globally across multiple manufactures and products

• The consumer is condition to look for our Brands/Logos

• It is essentially free adverting for your company• The USB-IF invest in advertising our Brands/logo’s to the consumer and industry at

large

• Having different OEM marks causes consumer confusion and purchasing uncertainty

• Collectively the USB-IF marks are stronger than any one-off/custom mark

9


New “CERTIFIED USB FAST CHARGER” Logo

• USB Chargers that do not support PPS will use the existing logo

• USB Charger that support PPS will use the new “Certified USB FastCharger” logo

10

PPS = USB PD Programmable Power Supply feature


USB 3.2 Branding Update

• USB-IF is currently developing a branding strategy for product solutions based on the USB 3.2 Specification

• The branding strategy will be finalized in time to meet Time-to-Market product offerings in 2018

• The branding strategy will be announced in conjunction with the USB 3.2 compliance program

11


Products that successfully complete USB-IF certification and the company has signed a logo license agreement can use the certified USB marks to identify the performance and USB Power Delivery that are supported

• Marks on the cable/connector over-mold

• Marks on the USB port

• Logos on the product packaging

http://www.usb.org/developers/logo_license/USB-IF_TLA_Usage_Guidelines_011416.pdf

USB Certification Logos and Icons

12

USB Performance-only

Packaging, Cable and Port Marks

USB Charging-only Packaging

Mark

USB Performance

+

USB Charging

Cable and Port

Marks

USB Charging-only

Cable and Port Mark

Original USB N/A

SuperSpeed USB N/A

SuperSpeed USB 10Gbps N/A

Charging via USB Type-C

and USB Power Delivery N/A

http://www.usb.org/developers/logo_license/USB-IF_TLA_Usage_Guidelines_011416.pdf


USB-IF Logo Trademark License Agreement/Usage Guidelines & USB Type-C Cable and Connector Language Usage Guidelines

• http://www.usb.org/developers/logo_license/

• http://www.usb.org/developers/usbtypec/

USB Type-C™ and USB-C™ are trademarks of USB Implementers Forum

• Note: This Attribution should be given when using the terms USB Type-C™ and USB-C™

13


Exhibitor Showcase • Gold Sponsors

• Allion • Ellisys

• Exhibitors • Analogix Semiconductor, Inc.

• ASMedia Technology, Inc.

• Avery Design Systems

• Cypress

• Diodes Incorporated

• Fresco Logic

• Gold Sponsors • Allion • Ellisys

• Ex• Exhibitors• Genesys Logic, Inc.

• Granite River Labs

• Luxshare-ICT

• Renesas Electronics Corporation

• Total Phase

14


USB Specifications

Status

• USB Promoter Group Specifications

• USB-IF Device Working Group (DWG) Specifications

15


USB Specifications Development

• USB 2.0 and USB 3.0 Promoter Groups• Each group established by a Promoter Agreement between seven “Promoter”

companies• Invited contributors/reviewers participate under a Contributor Agreement

• Adopters agreement available for each group of specifications

• Chair: Brad Saunders (Intel)

• USB-IF Device Working Group (DWG)• Membership open to all USB-IF members

• Each WG has separate IP contribution agreement

• Adopters agreements available for each set of specifications

• Program Manager: Paul Berg (USB-IF)

16


USB Promoter Group Specifications*

17

Base Specifications

USB 2.0 April 2000 Ubiquitous

USB 3.2 September 2017 USB 3.2 added two-lane support for USB Type-C

Base Specification Extensions

USB 2.0 OTG Release 2.0, July 2012 Primarily adopted in phones/tablets – mostly only the Embedded Host portion of the specification, being replaced by USB Type-C Dual-Role capability

USB Power Delivery Revision 3.0, Version 1.1, January 2017 Version 1.1 added Programmable Power Supply (PPS)

USB 3.0 OTG Revision 1.1, May 2012 Being replaced by USB Type-C Dual-Role capability

USB Type-C Revision 1.3, July 2017 Adoption in mobile on a increasing trendActive Cable definition published initially as an ECN

USB Type-C Authentication Revision 1.0, March 2016 Targeted use for authenticating certified chargers and devices

USB Type-C Port ControllerInterface

Revision 2.0, Version 1.0, July 2017 Defines USB PD inter-block interface

USB Type-C Bridging Revision 1.1, September 2017 Supporting USB Type-C Authentication and Hub applications

USB PD Firmware Update Revision 1.0, September 2016 Enables firmware updating of products over USB PD

* Specifications intended only for product internal use, e.g. HSIC and SSIC, not listed here


USB-IF DWG Specifications Summary*

18

USB Functional Extensions

Micro-USB April 2007 Basis for legacy world-wide mobile battery charging

Battery Charging Revision 1.2, December 2010 Basis for legacy world-wide mobile battery charging

Device Class Specifications

HID Revision 1.11, June 2001 Mouse, keyboard, etc. applications numerous extensions published

Audio Revision 3.0, September 2016 Webcams, headsets, etc. targeting USB Type-C Digital Audio solutions

Video Revision 1.1, June 2005 Webcams

Mass Storage Revision 1.3, June 2003 Thumb drive storage

MA-USB Revision 1.0, February 2014 Working with WiFi Alliance for connecting USB devices over wireless

UASP Revision 1.0, June 2009 USB 3.1 external HDD

Printer Revision 1.1, January 2000 USB printing applications

NCM/MBIM Revision 1.0, July 2009 Contemporary version of earlier communications device class

Communications Revision 1.2, December 2012 Modems, networking – NCM/MBIM model increasing adoption

Billboard Revision 1.1, July 2015 Required for USB Type-C Alternate Mode support

Debug Devices Revision 1.0, July 2015 Specific to USB 3.1

USB Display Class In work – expected in mid 2018 Raw and compress displays specification aligned with VESA work

* Some lesser known/supported specifications not listed here


Ancillary Specifications

• eXtensible Host Controller Interface (xHCI)• Scope: Defines the USB Host Controller interface specific to all USB

implementations from USB 3.0 forward, applicable to USB 2.0 as well.

• Spec and Adopters Agreement available directly from Intel Corporation

• Current Version: Revision 1.1, December 2013 (plus Errata 01-03)

• USB Type-C Connector System Software Interface (UCSI)• Scope: Describes register and data structures for use by system software, the

OS Policy Manager (OPM), to interface with USB Type-C connectors on a system.

• Spec and Adopters Agreement available directly from Intel Corporation

• Current Version: Revision 1.1, August 2017

19


USB Developer Days Overview

and Schedule

20


USB Developer Days – Technical Session ScheduleTuesday – Day 1 Wednesday – Day 2

Track One Track Two Track One Track Two

Registration 8:30 AM

USB Power DeliveryPart 1

8:45

Welcome Keynote 9:00 AM

9:159:30

Break 9:45 AM 10:00 AM

Break

USB Technical Overview(USB 3.2, USB Type-C™ and More)

10:15 AM 10:30 AM

USB Power DeliveryPart 2

10:45

11:00

11:15

11:30

11:45

Lunch / Showcase

12:00 PM

Lunch / Showcase

12:15

12:30

12:45

1:00

1:15

USB 3.2 PHY, Link and Re-timers

USB-C™ and Power Delivery Architecture in Windows 10

1:30 PM USB-C™ Bridge for PDUSB Hubs

and Charge-ThroughUSB Type-C™ Charging

1:452:002:15

2:30 PM Designing USB Type-C™ and

Power Delivery SystemsUSB Type-C™ Authentication

and Firmware Update2:45

Break 3:00 PM

3:15

Break Make the User Happy: Interoperability Do’s and Don’ts

3:30 PM Break3:45

USB Type-C™ Active Cables

4:00 PM

The CTO HourNifty USB Type-C Featuresand Optimizations

4:154:304:45

5:00 PM

21


The CTO Hour – Wednesday @ 4pm

A special event finale featuring the USB-IF CTO – Mr. Rahman Ismail

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welcoming keynote · 2019. 2. 10. · welcoming keynote jeff ravencraft president/coo, usb-if brad...

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