Breaking News
Comments
Oldest First | Newest First | Threaded View
Page 1 / 2   >   >>
The MicroMan
User Rank
Author
Facing reality
The MicroMan   8/7/2014 12:44:12 PM
NO RATINGS
It is refreshing to hear an exec present the honest reality of how hard it is for a semiconductor company to hold onto its business and maintain profitability.  The public may benefit and be amazed at the advances and cost reductions they see in everyday electronics, but keeping the machine running that drives Moore's Law is a huge burden, and much of it falls early in the food chain to the chip companies.  Unfortunately, the loss of jobs for so many people is an ice bath, especially in a culture that still assumes long-term employment to loyal workers.  But, that was a shattered expectation we've had to survive here in the US (and Europe) over the last decade.  The world has changed. 

Now, where do I buy the MCU to replace in my 20 year old car?

junko.yoshida
User Rank
Author
Re: Facing reality
junko.yoshida   8/7/2014 4:23:22 PM
NO RATINGS
@The MicroMan, thanks for your comment. I must say that although this is the first time I met Mr. Sakuta, president of Renesas, his very straightforward (and no nonsense) assessments on Renesas throughout the press conference (and an elevator ride with him) left a big impression on me.

 

junko.yoshida
User Rank
Author
Managing End-of-Life Products and Businesses
junko.yoshida   8/7/2014 4:30:07 PM
NO RATINGS
1 saves
Further refreshing to me was Renesas President's open discussions on how the company is managing end-of-life businesses and products.

Obviously, a lot of responsibility comes with such decisions and actions -- both on the part of the chip suppliers and their customers.

It's one thing to stockpile necessary MCUs ahead of the production of new models. As to to the MCU to be replaced in your 20 year-old car, that's a good question. Hopefully, the maker of your car model is thinking ahead!

?-??>
User Rank
Author
Re: Managing End-of-Life Products and Businesses
?-??>   8/8/2014 7:36:27 AM
NO RATINGS
End-of-life business decisions seem to cost a lot of money and effort. It's hard to hear the CEO of a big company say "If you're a customer, would you do business with a company who might go bankrupt?"


Japanese struggle so much (except maybe Toshiba) compared to 5 years ago.

junko.yoshida
User Rank
Author
Re: Managing End-of-Life Products and Businesses
junko.yoshida   8/8/2014 11:51:42 AM
NO RATINGS
@?-??>, indeed. Sakuta was quite blunt about that. Because Sakuta does not come from either Hitachi, NEC or Mitsubishi, he seems to be much more open, less partial, calling what he sees as is. I hope this is something Renesas has needed.

cpetras991
User Rank
Author
Re: Facing reality
cpetras991   8/8/2014 12:11:52 PM
NO RATINGS
przem
User Rank
Author
Re: Facing reality
przem   8/8/2014 12:40:40 PM
NO RATINGS
When we needed an obsolete chip (9315 timer IIRC) we found that it was sourced by Rochester Electronics, a company that specializes in manufacturing designs abandoned by their original maker.

Couldn't Renesas hand off their customers to Rochester?

 

The MicroMan
User Rank
Author
Re: Facing reality
The MicroMan   8/8/2014 1:37:01 PM
NO RATINGS
It must be particularly hard for a man in a culture where one's word is his honor, like Japan, to have to wrestle with these business decisions that are EOL.  He's very bold to face the customers so directly.  Maybe here in the US we've gotten used to the dismissal "it's not personal, it's business", or analysts like me hearing vendors say "we understand our customers need a consistent supply for 7 years, so we assure that when we say 'embedded'".  Yeah... right!  And with the fast pace of process evolution, when they remove the 150mm 1.5 micron equipment, you can't just run the same masks on 200mm 90nm.  There're also the test systems and packaging, let alone the quality and reliability that may be inherent in very specific techniques that may not be replicated in some foundry, foreign land, or even Rochester.  

As for rolling your own replacement, whether an ECU or MCU, the code would be a killer to get right – or even to read out of the original – let alone if you had to modify it for that new Bosch sensor or different cam shaft (old school).  Porting code from an 'HC11 to an RH850 will take more than a week in the garage.  As mentioned, getting the engine running smoothly and fuel burning cleanly is quite the effort even for the professionals.  These chips aren't just timers.  It hard enough trying to figure out what's really wrong when your OBDII throws a P0440 code.  It'll be as frustrating to have a $25,000 classic Camaro being disabled from a bum ECU as a brand new $50,000 Infiniti waiting for its $10 MCU to come from the earthquake-shaken fab.

No easy solution.  We made the bed we're laying in.

_hm
User Rank
Author
Re: Facing reality
_hm   8/8/2014 6:36:04 PM
NO RATINGS
@przem: Yes, that is very good idea and also used by many other semiconductor vendor. Also, last time buy can also be proposed to auto maker with deep pockets.

Sanjib.A
User Rank
Author
Re: Managing End-of-Life Products and Businesses
Sanjib.A   8/10/2014 1:00:29 AM
NO RATINGS

@Junko: I agree with you. The openness of Mr. Sakuta about the reality might draw the customers, otherwise unwilling to discuss EOL, to the discussion table to agree upon a migration path. Being in the industry for more than 15 years (as consumer of the ICs) I understand how difficult it is to handle the EOL for everybody in the chain: from the IC manufacturer to the system developer to the end customer. But when somebody is very frank in bringing the issue in front of everyone affected, the discussion could drive to a solution. The Renesas team should make sure that they have an easier migration path for their customers who are using those EOL products, so that the users of those MCU could migrate their hardware & firmware to the new chips with much less effort.

Page 1 / 2   >   >>


Datasheets.com Parts Search

185 million searchable parts
(please enter a part number or hit search to begin)
Radio
LATEST ARCHIVED BROADCAST

What are the engineering and design challenges in creating successful IoT devices? These devices are usually small, resource-constrained electronics designed to sense, collect, send, and/or interpret data. Some of the devices need to be smart enough to act upon data in real time, 24/7. Specifically the guests will discuss sensors, security, and lessons from IoT deployments.

Brought to you by:

Like Us on Facebook
Special Video Section
In this short video we show an LED light demo to ...
The LTC2380-24 is a versatile 24-bit SAR ADC that combines ...
In this short video we show an LED light demo to ...
02:46
Wireless Power enables applications where it is difficult ...
07:41
LEDs are being used in current luxury model automotive ...
With design sizes expected to increase by 5X through 2020, ...
01:48
Linear Technology’s LT8330 and LT8331, two Low Quiescent ...
The quality and reliability of Mill-Max's two-piece ...
LED lighting is an important feature in today’s and future ...
05:27
The LT8602 has two high voltage buck regulators with an ...
05:18
Silego Technology’s highly versatile Mixed-signal GreenPAK ...
The quality and reliability of Mill-Max's two-piece ...
01:34
Why the multicopter? It has every thing in it. 58 of ...
Security is important in all parts of the IoT chain, ...
Infineon explains their philosophy and why the multicopter ...
The LTC4282 Hot SwapTM controller allows a board to be ...
This video highlights the Zynq® UltraScale+™ MPSoC, and sho...
Homeowners may soon be able to store the energy generated ...
The LTC®6363 is a low power, low noise, fully differential ...
See the Virtex® UltraScale+™ FPGA with 32.75G backplane ...