EEWebPULSE_2013_i0103.pdf
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Jennifer Zhao
General Manager of
System Management
Products
Electrical Engineering Community
CONTENTS
Bringing your
PULSE
concepts
to
reality
4
Jennifer Zhao
GENERAL MANAGER OF SYSTEM
MANAGEMENT PRODUCTS AT NXP
A conversation about how the inventors of I
2
C are
constantly innovating to remain industry leaders.
is as easy as...
1.
2.
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3.
NXP’s I
2
C GPIO Family
This new family of devices features Agile I/O,
which helps integrate common system functions
within the semiconductor.
12
Featured Products
This week’s latest products from EEWeb.
Create schematics, technical diagrams,
and lowcharts using your browser.
Free and easy-to-use circuit simulator
that runs in your browser.
• 600+ Symbol Library
• Share Schematics Online
• Export High Quality Images
18
Cloud-based Regression
Testing for Chip Design
This test allows designers to spot last minute
tweaks or design laws in a module.
Full featured online CAD application
for designing and manufacturing
electronics hardware.
• SPICE Simulator
• AC/DC/Transient Sims
• Waveform Viewer
digikey.com/schemeit
4
• Schematic Capture
• PCB Layout
• BOM Integration
partsim.com
24
pcbweb.com
Sudoku: A Logical Test
How to build a Sudoku program in the Java
coding language.
28
Challenges for
ESD-Robust Design
An overview of design challenges in state-of-
the-art analog technologies.
28
Return to Zero Comic
35
RTZ
18
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•
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•
pcbweb.com
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Copyright ©2013 Aspen Labs LLC.
INTERVIEW
PULSE
NXP Semiconductors provides high performance mixed signal and standard product
solutions. The company was formerly known as Philips Semiconductors, which is credited
for inventing the I
2
C interface over 30 years ago. To this date, the company maintains its
position as the number one supplier of I
2
C solutions and is determined to keep it
that way.
Jennifer Zhao started working at Philips Semiconductors as a Regional Marketing
Manager for microcontrollers and then moved to logic and interface products. Her role
within the company changed throughout the years, moving into higher level sales
and marketing positions to better her understanding of customer’s needs. In 2009, she
became General Manager for the System Management Product Line at NXP, which
is her current position at the company. We spoke with Jennifer Zhao about the key
initiatives of the interface business line, about their broad I
2
C portfolio, and how the
company is constantly innovating to maintain its position at the top.
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INTERVIEW
PULSE
What are the key initiatives in the
interface business line?
My experience in the embedded space has
really helped me in working with this portfolio.
With the interface products, we developed
them around the core. The ways in which
we work with the SoC microprocessors and
microcontrollers is really important, so we
focus primarily on the interface. It’s important
to understand the trends on the core, so
processors are really important for us. We
also work with our microcontrollers group really
closely. In some of the microcontrollers like the
Cortex M0, we worked to have it support the
I
2
C I/O, which is the irst microcontroller of its
kind to be able to support it.
The key initiatives in my current role are
maintaining NXP’s number one position in I
2
C
products in the market. I’m also responsible for
delivering inancial targets that the company
set for the product line. This includes top line
revenue, gross margin, and EBITs, which
stands for earnings before interest and taxes.
I have also put a lot of focus on innovation
and expanding our group to address some
key growing markets, like the mobile sector.
It’s a rapidly growing and competitive
market, so you have to be fast-to-market.
Of course, in order to achieve all of these
goals, it’s important to have a strong team, so
managing the team and the people involved
is an important part of my role. At NXP, we put
a lot of focus on employee engagement—we
use Gallup employee engagement surveys,
and we have a lot of activities around people
management and engagement. With an
engaged team, our chances of being a great
company are greatly improved.
Do you ind that you have
customers that are using your
interface products even if they
aren’t using your processor?
Yes, we do. For example, a lot of our products
work well with SoC, which NXP supports. We
work closely with some of the SoC vendors like
Qualcomm and we also have a really strong
relationship with Intel.
Jennifer Zhao
(Center)
with system management team.
Could you give us an overview of NXP’s
system management products?
Do a lot of your products in the
interface area have development
boards available?
Philips Semiconductor migrated to NXP back
in 2006, so we took over the portfolio and IP,
which included the
I2
C-buses.
The system management product line
consists of a broad portfolio of I
2
C products.
I believe we have the broadest portfolio of
I
2
C in the market. This portfolio includes I
2
C I/O
expanders, muxes and switches, bus buffers,
level shifters, and bus controllers. In addition,
we also have local and remote temperature
sensors, constant current and voltage source
LED controllers, and LED lash drivers. You can
see that some of these families are really
targeting mobile and computing. It’s a pretty
expansive portfolio.
Absolutely. For all of our products, we provide
demo boards. The newest one that we have
is called Fast-mode Plus development kit.
Basically, we have the main board connect
to our microcontroller and then have multiple
daughter cards so you can plug in and
evaluate the parts. Pretty much, for every
product, we supply a demo board, which
makes it much easier for the designers to
evaluate the parts.
“At NXP, we put a lot of focus on
employee engagement...With
an engaged team, our chances
of being a great company are
greatly improved.”
What trends in technology do NXP’s
products support?
As I mentioned earlier, we work very closely
with the core chip, because we provide
interface solutions. One trend we are seeing
is that the SoC is going towards lower voltage
applications. A few years ago, the SoC was
operating at 3.3V, but later on, it went down to
1.8V. Now, the lowest has gone down to 0.9V.
Many peripherals are still operating at 3.3V,
so there is a strong need for level translation.
Our level shifter family addresses this trend in
the market. We have products that translate
voltages from 1.8V to 3.3V and vice versa.
How are NXP’s system management
products positioned in the market?
What is the company culture
Philips Semiconductor (now NXP)
invented the I
2
C-bus in 1982. Since
its creation, I
2
C has been adopted
by several competitors to bring
I
2
C products to the market
—
all of
which are compatible with NXP’s
original system.
like at NXP?
NXP is the leading I
2
C product provider in the
market. The I
2
C bus was created by Philips
Semiconductor in the early 1980s, which was
irst used in TVs and really expanded from
there. The I
2
C allows easy communication
between components that reside on the
same circuit board. It’s not just to be used
on single boards, but to connect components
which are linked through a cable. It’s able to
be adapted widely because it’s simple and
lexible, which are key characteristics that
engineers are looking for. That’s why this bus
is really attractive for a lot of applications.
I would describe NXP as a high performance
culture. We also have a lot of focus on values.
We implement the highest company values,
which we try to carry out with all of our
employees. We stress raising the bar, engaging
curiosity, taking initiative, developing the
core competency, and working together.
Our motto is “Customer Focused Passion to
Win.” It’s been a great pleasure working with
a really professional team and we all want our
company to be a great company.
■
The other trend we see is higher speeds. The
original I
2
C ran at 100Kb per second, then we
developed a Fast-mode I
2
C speciication,
which runs at 400Kb per second. Now, we’re
seeing customers adopting 1Mb per second,
which we call Fast-mode Plus I
2
C-bus. We
have all these different speed families to
support the higher speed trends in the system.
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FEATURED ARTICLE
PULSE
Device Family Overview
“These peripheral expanders are an expansion of our
current GPIO family, which is the broadest portfolio
in the market,” says Jennifer Zhao, General Manager
of NXP’s System Management product line. NXP’s
new line is able to expand the two wires of the I
2
C-
bus into 8-bit and 16-bit, inputs and outputs. These
general-purpose I/O pins have consolidated interfacing
functions that eliminate the amount of external
components needed on the PCB, which saves space
and simpliies the design.
W
ith added complexity in embedded
systems comes the need for more
pins especially general purpose inputs
and outputs that are more versatile. In
late 2012, NXP Semiconductors—the
inventors of the I
2
C-bus—launched a
GPIO family of devices to remedy these
limitations. The new family of peripheral
expanders includes an innovative
feature set called Agile I/O that helps
integrate common system functions
within the semiconductor. This new
family allows the user to expand their
interface without taking up much
additional board space.
Addressing Industry Trends
The Agile I/O expanders also have a reduced package
size, which is another trend in the industry. “We have
what we call HLA BGA, which is a really small 0.4 mm
pitch package to address the trend of saving board
space,” says Jennifer Zhao. Although the new packages
are signiicantly smaller, there is no cost premium.
voltage range to choose from, NXP has allowed
customers the option of selecting the optimal device
for their applications. Some devices have two supply
pins to allow separate voltage selections for the I
2
C-bus
interface and the I/O interface.
Addressing the industry trend of lower voltages, the
new GPIO family has very low voltage operation, from
1.65 to 5.5 volts. In addition, it has a very low standby
current with a maximum of 3mA. With an expansive
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