Portable Design Conference & Exhibition - 2008

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Conference at a Glance

9:15 am - 9:30 am

Conference Welcome & Introductions
Host of PDCE '08 - John Donovan, Editor-in-Chief, Portable Design magazine

9:30 am - 10:15 am

Keynote Address
Leading the Charge on Power: Defining Technology Needs of the Future
presented by Jim Cathey, Vice President of Business Development, QUALCOMM MEMS Technologies

10:20 am - 11:05 am

Keynote Address
Integration Strategies for Mobile & Wireless RF Front-Ends
presented by Rodd Novak, Vice President, Marketing & Business Development, Peregrine Semiconductor

11:30 am - 12:15 pm

Panel Discussion Portable Power Management - Does It Get Any Better Than This?
Moderator: John Donovan, Editor-in-Chief, Portable Design magazine

• Hezi Saar, Senior Pdt. Marketing Manager, Actel
• James Bruce, North Am.Mobile Solutions Manager, ARM
• Markus Levy, President, EEMBC
• Stephen Olsen, Product Marketing Mgr, Mentor Graphics
• Gordon Mortensen, Engineering Director, National
• Wes Reid, Director, Digital & Consumer Pdts, ON Semiconductor
• Steve Leibson, Technology Evangelist, Tensilica

1:30 pm - 2:00 pm

Seminar TBA
presented by Qualcomm

Truly Understanding Low-Power Multimedia Chip Design
presented by Jonah Probell, Technical Marketing Manager, Mobile Multimedia, Tensilica

Chip designers and project managers are told repeatedly by EDA and IP vendors how to decrease power consumption in their designs. This presentation will surprise the audience by debunking over-hyped power saving techniques. The relative impact of different design decisions will be quantified. A better understanding of low-power chip design through elegant techniques will be portrayed.

Non-Volatile Memory Options in Portable Designs-How to Select the Right Technology
presented by David Sowards, Vice President of Non-Volatile Memory Products, Virage Logic

Recently, the number of functions requiring small amounts of embedded non-volatile memory (NVM) in portable designs has increased significantly. Typically, NVM has been used for customization and configuration settings in BlueTooth and WiFi controllers, precision trimming and calibration for MEMS gyroscopes and accelerometers, and encryption keys for digital rights management (DRM) and media security. As the number of functions using NVM increases, so does the variety of NVM options that are available to the system engineer.

For many design engineers, their area of expertise lies in RF communications, signal processing or power management, but not in NVM. This presentation will explore the various use model options that are critical for system design engineers who are selecting an NVM solution for use in portable devices. Attendees will be able to learn about the key power, area, and cost tradeoffs for each of the NVM technologies – embedded Flash, external EEPROM, and logic NVM, including one-time programmable (OTP), few-times programmable (FTP), and multi-time programmable (MTP).

2:10 pm - 2:40 pm

The Top 5 Things You Need to Know for Audio SOC Design
presented by Larry Pryzwara, Director, Mobile Multimedia, Tensilica

Portable devices typically support audio playback, and sometimes even require audio recording. Designing your own audio hardware for your SOC doesn't make sense - there are too many good solutions in the market. But how do you best pick the audio SOC IP that's best for your design? What questions should you be asking? What can you do to "future proof" your design as new audio standards …are introduced. What standardsl are the most popular? This presentation will address these key questions and provide a framework for selecting the right audio SOC IP.

Finding the Fast Path to 4G: Reducing Time to Market for Wireless Infrastructures
presented by Nikhil Chauhan, Senior Product Manager, Wind River

The key to successful wireless networks is to capture your users early with exciting applications and outstanding performance, all while delivering a high-quality product to market on time. To succeed, companies must optimize their device software across the entire product life cycle: from design through development, from QA to the remote management of deployed devices. This presentation describes a development strategy that leverages a common real-time device platform and enables you to focus on the customizations that make the difference to your customers. It is ideally suited for new deployments of WiMax and LTE infrastructures, as well as broadband access devices.

3:05 pm - 3:35 pm

Ultra-low Power FPGAs for 'Cool' Portable Applications
presented by Hezi Saar, Senior Product Marketing Manager, Actel

This session will explore the varieties of low-power FPGAs available to today's power-, space- and cost-sensitive designers. Each offering provides a different combination of ingredients -- power, speed, logic and I/O -- to meet the low power consumption, extended battery life, small form factor and low system and development cost demands of next-generation consumer, industrial and medical portable applications. With choice at their fingertips, designers can select their favorite flavor when designing their portable or battery-operated application.

The Role of the RTOS in Portable Device Development
presented by John Carbone, Vice President - Marketing, Express Logic

Portable electronic devices share certain requirements that can influence the choice of a real-time operating system (RTOS). While most developers might see these requirements dictating choices in the hardware area, they also pose demands on the software and on the RTOS in particular. This paper will explore the software-related requirements of portable devices and how the RTOS can help developers meet those requirements. Attendees will learn how Express Logic’s ThreadX RTOS can help developers produce more successful portable devices for consumer, medical and industrial needs.

Exploring a LPDDR Interface IP Solution to Address Portable Design Requirements
presented by Raghavan Menon, Sr. Director, DDR Memory Controller Group, Virage Logic

Due to many technological advances, portable electronic devices have become more pervasive, filling the need of mobile consumers. Today, more advanced applications are being incorporated into portable devices, driving the need for more advanced designs and more off chip memory. However, the laws of physics and competitive pressures will have an impact on the products developed. Portable consumer-based electronics is a very competitive market that dictates lower power to help optimize battery life and the user’s experience, and using reduced area as a method to minimize the variable costs. The primary challenges confronted by chip designers servicing the portable electronics market are area reduction, power reduction and cost reduction. This presentation will discuss how a Low Power (LPDDR) interface IP solution can provide all the capabilities required to address these needs. LPDDR memory interface IP solutions offer portable electronics an avenue to utilize power conscious off chip memory. Choosing an optimal LPDDR memory interface IP solution will make a difference in how designers can reduce area and power in the memory subsystem for a SoC application.

3:45 pm - 4:15 pm

Designing for 3G with UltraCMOS Silicon-on-Sapphire RFICs
presented by Rodd Novak, V.P., Marketing & Business Development, Peregrine Semiconductor

Demands on components in the RF signal chain of 3G mobile & wireless products increase with the number of bandwidths and modes, especially for the antenna and its switch. The integration capabilities of RF CMOS devices (UltraCMOS RFICs) solve many of these design issues while maintaining peak performance.

User Interfaces: Portal to the Wireless World
presented by Andrew Hsu, Manager of Technical Marketing and Strategic Partnerships, Synaptics

4:20 pm - 5:00 pm

Panel Discussion
The Wireless Future - Are We There Yet?
Moderator: John Donovan, Editor-in-Chief, Portable Design magazine

• Srinivas Pattamatta, Senior Pdt. Marketing Manager, Atheros
• Per Viklund, Technical Director, Mentor Graphics
• Steve Caldwell, Director, RF Products, Microchip
• Rodd Novak, V.P., Peregrine Semiconductor
• Reza Kasnavi, V.P., Sequoia Communications
• Andrew Hsu, Mgr. Tech.Mkt'g/Partnerships, Synaptics
• Nikhil Chauhan, Senior Product Manager, Wind River

And after the Conference... Enjoy the Networking Reception

PDCE '08 Event Snapshot

8:30 am	Sponsors Showcase Opens
9:15 am	Conference Welcome
9:30 am	Keynote Address
10:30 am	Keynote Address
11:05 am	Break
11:30 am	Panel Discussion
12:15 pm	Lunch is served
1:30 pm	Breakout Technical Seminars
1:30 pm	(Sponsors exhibits close from 1:30 - 4:45)
2:40 pm	Break & Dessert
4:20 pm	Panel Discussion
4:45 pm	Sponsors Showcase re-opens
5:00 pm	Networking Reception