实现数字视频创新的首批达芬奇产品 郑小龙 德州仪器(TI)中国区DSP业务发展经理 2005年12月9日 北京 My name is Greg Mar – I am the DSP SoC Platform manager, which means I am responsible for delivering the DaVinci products to the mass market – or what we call our catalog market In early September, TI announced DaVinci technology - our vision for how we will simplify digital video innovation Today we are going to talk to you about our first instantiation of DaVinci products, and explain in detail how TI has done the heavy lifting required for digital video product development to make it easier for our customers to bring new digital video products to the market [If we did not brief the person we are meeting with in advance, we should show them the DaVinci Vision video here.] 郑小龙 德州仪器(TI)中国区DSP业务发展经理 2005年12月9日 北京

首批完整产品系列,实现数字视频创新 DVEVM 处理器：数字视频 SoC 软件： 经生产测试及优化的开放式软件 工具：经认证的软硬件开发 DM6443 处理器：数字视频 SoC DM6446 TMS320DM6443 – 视频解码 TMS320DM6446 – 视频编码／解码 软件： 经生产测试及优化的开放式软件 针对平台进行优化的多媒体编解码器 平台支持套件 Linux 支持套件 业界认可的 API 多媒体框架 How are we going to make this happen? We are brining to market the right combination of optimized processors, software and tools All have been integrated with the intent of making digital video easier to implement and optimized to work together on a single platform Processors – Our first DaVinci processors are the DM6446 for video encode and decode applications, such as videophones, IP set-top boxes, video security systems, as well as digital video products that have yet to be invented Software – Completely integrated multimedia codecs, OS support packages, APIs and frameworks Tools – Validated tools, including the Digital Video Evaluation Module and MontaVista GNU tools to help customers tap the power of this new software and silicon 工具：经认证的软硬件开发 DVEVM 数字视频评估板

全新达芬奇产品 使数字视频创新变得轻松简便 产品创新 开发效率 性能值 用灵活而完整的解决方案实现 OEM 产品的独创性 充分利用经生产测试的集成式软硬件组件 开发效率 节约数月开发时间 The result is a complete development environment for digital video applications With DaVinci technology we are providing all of the components needed to allow for OEMs to focus on adding value to the system Finally, a single open environment for the mass market will be available with the right investment, support and infrastructure required for digital video application development All of the components are designed to work together, but they are flexible enough that OEMs can pick and choose the pieces they want to leverage No longer will OEMs have to develop all of their own middleware, frameworks, IPCom, AV codecs as they will now come in a modular, integrated package, which has been optimized for a series of digital video processors OEMs will be able to exclusively focus on adding value and differentiating their products, without having to go through the learning curve normally associated with new systems The resources and man months required to bring products to market will be cut in half The overall system cost for an individual application will be reduced by as much as 50 percent [Huy to integrate video spin on key messages] 降低系统成本，多种产品采用 IP 技术 性能值 使系统成本降低高达 50%

达芬奇产品集灵活性及完整性于一身 创新灵活性 完整性提高了效率 FPGA DSP CPU ASSP ASIC The difficulty that OEMs faced yesterday in developing and integrating digital video into their end-equipment solutions was the need to choose between highly fixed function devices or those that provided greater flexibility but lacked the ease of implementation. (build 1) They could choose a fixed function ASSP or ASIC that is highly efficient but left little of no room for them to innovate on top on: The ASSP route delivers value in the format of fixed functionality but this lags the innovation curve and unless you are a “major” customer purchasing in the millions there is no flexibility (example: a MPEG 4 ASSP does just that, MPEG4 and nothing else) (build 2) they could choose highly flexible FPGA, CPU or DSP devices that delivered the greatest flexibility but the completeness of this offering often required the OEM to own, develop and integrate the complex digital video subsystem; Flexibility is key for innovation and OEM value add because they are the ones that know what their customer need and require in the end-equipment That was yesterday – today (build 3) developers have a complete choice with the INTRODUCTION of DAVINCI PRODUCTS. This new flexible, open and complete platform delivers the ease of use of a fixed function digital video device with the unparalleled programmability of the leading DSP and ARM processors. Texas Instruments has listened to the customers – deliver to the market the solution that quickly and easily integrates digital video, audio and imaging and let us (the OEM) add value on top of this platform. TEXAS INSTRUMENTS has delivered – and it is called DaVinci ASIC ASSP 完整性提高了效率

OEM 厂商采用达芬奇技术进行创新 OEM 增值 OEM 增值 OEM 增值 播放 播放及通信 播放、通信及录制 User Experience GUI Media Player VoIP Device Sync Instant Messaging Speech Recognition Navigation Speech to Text OEM 增值 OEM 增值 User Experience GUI Media Player VoIP Device Sync Instant Messaging DV EVM MontaVista Analog 10/100 Ethernet DM6446 JPEG decode MPEG-4 decode MP3 enc/dec H.263 WMV9 enc/dec AAC+ Frameworks APIs Linux® OEM 增值 User Experience GUI Media Player DV EVM MontaVista Analog 10/100 Ethernet DM6443 JPEG decode MPEG-4 decode MP3 H.263 Frameworks APIs Linux® Let me show you exactly what I mean, when I say digital video is extremely complex and how TI is going to solve it Here you have three end equipments that one company could conceivably want to offer to the market To bring the first product to market, which only plays – an OEM would have to take all of these disparate components, integrate them and add value to them before the product was ready for release Then to bring a second product to the market that would play and communicate – an OEM would have port the code, optimize it again and then again focus on their value add You have the same problem with the third product With DaVinci all of these initial components from the hardware through the codec layer is available off-the-shelf and they have already been optimized to work together It is simply a matter of the OEM deciding which pieces of the offering works best for their application, and then they can focus their resources exclusively on adding value to the system or getting their product to market as fast as possible. This is how DaVinci products will change the paradigm of digital video innovation. DV EVM MontaVista Analog DM6443 JPEG decode MPEG-4 decode Frameworks APIs Linux®

TMS320DM644x™ 处理器 DM6443 /6 针对视频进行优化的 TMS320C64x+™ DSP @ 600MHz 视频－影像协 处理器 (VICP) 视频处理子系统 针对视频进行优化的 TMS320C64x+™ DSP @ 600MHz H.264 MP@L3，30fps SD 解码 VC1/WMV9 Full D1 SD 解码 MPEG-2 MP@ML SD 解码 MPEG-4 ASP Full D1 SD 解码 前端 CCD 控制器 视频接口 图像缩放工具 Histogram/3A 预览 ARM 子系统 DSP 子系统 ARM926EJ-S 300 MHz CPU C64x+TM DSP 600 MHz Core Video Processing Subsystem 后端 屏幕菜单式 调节 (OSD) 视频 编码器 (VENC) 10b DAC H.264 BP D1 编码 同时 H.264 BP CIF 编码 专用视频处理子系统 后端——集成 OSD，四个视频 DAC，24 位数字 RGB 输出 资源交换中心 (SCR) The first component of the system is having the right processor On December 5th, we will be sampling two new processors, which offer unprecedented video integration for the mass market DM6443 – Decode only applications, such as media players The DM6443 delivers a cost-effective solution through excellent system integration, such as an integrated ARM host processor for user applications and system control, as well as a glueless hard disk drive interface for localized video storage. Comprised of an ARM and DSP Subsystems, along with the right peripherals for video system connectivity 16x16mm Only $29.95 at 10Ku DM6446 – Encode/Decode up to D1 To highlight the DM6446, this solution is ideal for applications requiring accelerated networked video performance and video encode and decode. The encoding job is usually 2-3 times the load as the decoding, to stay efficient we added the accelerator. This accelerator drives the efficiency level to that of an ASSP. $34.95 at 10Ku 外设 连接性 系统 EDMA 前端——图像缩放工具、影像处理引擎、16 位数字输入 USB 2.0 PHY VLYNQ EMAC With MDIO Watchdog Timer PWM General- Purpose Timer PWM PWM 串行接口 2006 年万件批量单价： TMS320DM6443 29.95 美元 程序/数据存储 Audio Serial Port I2C SPI UART UART DDR2 Controller (16b/32b) Async EMIF/ NAND/ SmartMedia ATA/ Compact Flash MMC/ SD TMS320DM6446 34.95 美元 UART = DM6446

达芬奇软件 精心优化以实现简便而高效率的创新 操作系统与设备驱动程序 多媒体编解码器 多媒体应用编程接口 (API) 中间件 H.264 MontaVista Linux LSP 开源 Linux 多媒体编解码器 H.264 MPEG4 H.263 WMV9 VC1 MPEG2 JPEG AAC+ AAC WMA9 WMA8 MP3 G.711 G.728 G.723.1 G.729ab 多媒体应用编程接口 (API) 业界认可的 API DaVinci API The processors are only the first piece of the offering From here I will be delving into the software offering, which is what really differentiates the DaVinci offering from anything that is available on the market today No competitor has an offering that is this complete and available to the broad market OS – Linux from MontaVista APIs – Video industry standards Middleware – Frameworks ensure all components work together seamlessly, including the integrated codecs, so they will work together without tuning, Codecs - Base, profiles, enc/dec, advanced profile, etc. - no competitor has all of this Go from OS > API > Codecs > with no further development except for application layer 编解码器提取 处理器间通信 音频／视频框架 中间件

开放式编程环境 视频 音频 影像 语音 开放式开发 业界认可的多媒体API 达芬奇数字视频 SoC 集成开发环境 IDE 电路板／平台支持套件 框架与 IPC 管理. MontaVista Linux 多媒体编解码器库 达芬奇数字视频 SoC DM6446 DM6443 DM644x™ 开放式开发 业界认可的多媒体API 音频 视频 语音 影像 Because DaVinci is an open, programmable platform – it is flexible and complete enough to enable product innovation With our software environment, we’ve done the heavy lifting on core software No longer, will developers have to get under the hood on the processor, unless that is something that they specifically want to do. In the open development environment – programmers can work with the tools they are most comfortable with such as MontaVista GNU or Code Composer Studio to access the APIs and the performance of the SoCs Or if the customer would rather, they can develop their own frameworks and codecs – it is their choice

达芬奇开发工具 TMDXEVM6446 软件 连接 硬件 DVEVM 开发工具及支持 订单 定价：1995 美元 编解码器评估及演示，包括：H.264、MPEG-4、MPEG-2、AAC+、G.711 多媒体 API 和框架 MontaVista 2.6.10 Linux 支持套件 硬件 基于 DM6446 此外还包括硬件组件： NTSC/PAL 摄相机 5.6 英寸 LCD 屏幕 扬声器与麦克风 IR 遥控 硬盘驱动器（2.5 英寸 40G） 连接 连接功能：USB 2.0、10/100 EMAC 多种板上存储器类型：CompactFlash、ATA、SD、DDR 通过 NTSC/PAL 实现视频输入 通过 NTSC/PAL & YPbPr/RGB 实现视频输出 CD 级音质的输入及输出 子卡连接至外设接口 数字视频评估板 (DV-EVM) Third component is Development tools – how you gain access to the SW and HW Brings them all together so you can take advantage of all aspects of DaVinci Modular, inclusive approach for the customer benefit DVEVM Complete development board that allows you to evaluate the performance of the software and DM6446, and begin Linux development Hardware Includes everything you need to get started on your digital video application Based on the DaVinci flagship – the DM6446 Video camera, LCD, speakers, microphone and hard disk drive Software Codec demos to allow customers to evaluate performance Access to the DaVinci APIs and frameworks for software development Connectivity USB 2.0 10/100 EMAC Video input/output Daughtercard connections to make it possible to prototype boards and work with the DM6446 Development tools & Support MV gives you access to the entire system – writing to APIs – optimized for this device and LSP is available – ARM only approach Reference guidelines to help with development Get started today by ordering the board for only $1995 DVEVM TMDXEVM6446 订单 定价：1995 美元 开发工具及支持 Linux 开发工具 高速视频电路板设计参照指南，DDR2 布局等

达芬奇支持 简化的数字视频创新工作 TI 支持、相关资料、文件及硬件原理图 具备达芬奇技术与视频系统专业知识的系统集成商 针对产品开发的全球支持网络 [GREG: Note that right now when you are presenting this slide you talk about 3Ps first, then TI. We either need to adjust how you are speaking or reorder the text on the slide] Finally, we have the support and expertise in place to make the technology easy to understand and access for both our existing customers and customers completely new to TI TI offers support through our channel, product information system and complete documentation, collateral and system schematics We have also worked closely with select digital video system third parties to ensure they have the component knowledge needed to help OEMs develop complete, unique applications They provide adjunct resources and expertise in the video domain for our OEMs These are some of the same third parties that have been working with TI for years – so they know us and they understand our products in detail They also have a proven history of getting customers to market

效率：节约长达数月的开发时间 ~ 2 4 - 6 6 - 10 ~ 4 4 - 16 < 1 ~ 12 ~ 7 ~ 6 < 1 典型的视频系统开发时间 达芬奇系统开发时间 OS 与设备驱动器 框架与 API 编解码器 硬件组件 　　硬件与软件开 发工具 4 - 6 ~ 2 6 - 10 ~ 4 4 - 16 < 1 ~ 12 ~ 7 From a time to market perspective, our customers are under constant pressure to reduce the time spent on engineering, which is in conflict with the fact that they are creating more complex systems than ever before. From working with our customers and third parties, this is the standard development time required for the development of a digital video system Because we are offering so much integrated and optimized content for DaVinci, they will be able to achieve new levels of development efficiency With DaVinci we expect to cut the standard development times by as much as half, because of what we are offering that is already production tested ~ 6 < 1 0 2 4 6 8 10 12 14 16 0 2 4 6 8 10 12 14 16 时间（月） 时间（月）

价值：利用达芬奇降低 BOM 成本 ~$70 34.95 美元 画中画 ARM DSP USB ATA 视频编码器 视频处理引擎 With all of these components available off the shelf, not only will our customers save time, but they will also save money. Off the shelf, they will save up to 50 percent on their hardware components alone because of the integration of the DaVinci processors Instead of seven individual pieces of silicon for around $70, they will now only need one DM6446 for $34.95

价值：达芬奇处理器 通过系统集成降低整体 BOM 成本 PLUTO 3.0 新一代产品 单通道的微型网络视频安全处理平台 PLUTO 3.0 Single Channel, Micro Video Processing Platform “TI 全新的 TMS320DM6446 处理器完美集成了视频外设及加速器，使 BOM 成本降低达 30%。由于BOM 成本进一步降低，系统开发所需的时间相应减少，因此 Ymagic 预计可更早向市场投放，而且价格也将低于此前的价位。” Ethernet PHY 10/100MBit Ethernet CMOS Camera I/F ITU656 Digital Media Processor DM6446 ITU656 Video Decoder (D/A) Analog Video Out Video Encoder (A/D) RAW Analog Video In GLUE Logic (FPGA IDE controller) GLUE Logic (CPLD for I/F) GLUE Logic (FPGA for MMC/SD Controller) GLUE Logic (CPLD for GPIO addition) Here is a real-world example of how we can help OEMs reduce their bill of materials YMagic is one of our video security third parties that is migrating their video security camera from a digital media processor to DaVinci With the integration of a DaVinci processor they will be able to eliminate six discrete ICs and reduce their system BOM by 30 percent They will also be able to do this more quickly and easily than with other solutions, so it will enable them to get to market much more quickly Not only that, but it Increases reliability Improves manufacturability Enables a smaller form factor ATA USB Controller Peripheral Hardware Interfaces － Menashe Haskin Ymagic 首席执行官 Hard Disk MMC/SD Socket USB 2.0

针对多种视频产品推出首款完整技术 JPEG AAC+ MPEG2 WMV H.263 WMA G.729ab G.723.1 G.711 VC1 AAC WMA WMV MPEG2 JPEG H.263 AAC+ G.729ab G.723.1 G.728 G.711 IP 视频电话 视频安全 未来创新 便携式多媒体播放器 IP 机顶盒 As we stated at the beginning – this is our FIRST DaVinci product offering There is more to come We will be offering More processors Application-specific development platforms Additional codecs and OSes 数码摄像机 车载信息娱乐系统 低成本 高清晰度

立即开始预订 DVEVM 处理器：数字视频片上系统 SoC DVEVM (TMDXEVM6446)：经验证的软硬件开发 DM6443 处理器：数字视频片上系统 SoC TMX320DM6443 —视频解码 TMX320DM6446 —视频编码／解码 DM6446 DVEVM (TMDXEVM6446)：经验证的软硬件开发 软件：经生产测试及优化的开放式软件 针对平台进行优化的多媒体编解码器 平台支持套件 Linux 支持套件 业界认可的 API 多媒体框架 For customers who want to get started today – Order Entry will OPEN on our announcement date of December 5th Go online to order today and begin accessing the technical documentation right away DVEVM 数字视频评估板 www.ti.com/thedavincieffectpr

全新达芬奇产品 使数字视频创新变得轻松简便 产品创新 开发效率 性能值 用灵活而完整的解决方案实现 OEM 产品的独创性 充分利用经生产测试的集成式软硬件组件 开发效率 节约数月开发时间 The result is a complete development environment for digital video applications With DaVinci technology we are providing all of the components needed to allow for OEMs to focus on adding value to the system Finally, a single open environment for the mass market will be available with the right investment, support and infrastructure required for digital video application development All of the components are designed to work together, but they are flexible enough that OEMs can pick and choose the pieces they want to leverage No longer will OEMs have to develop all of their own middleware, frameworks, IPCom, AV codecs as they will now come in a modular, integrated package, which has been optimized for a series of digital video processors OEMs will be able to exclusively focus on adding value and differentiating their products, without having to go through the learning curve normally associated with new systems The resources and man months required to bring products to market will be cut in half The overall system cost for an individual application will be reduced by as much as 50 percent 降低系统成本，多种产品采用 IP 技术 性能值 使系统成本降低高达 50%

谢 谢!