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From the SensorsExpo 2015….

Greetings from an unseasonably cool and damp Long Beach, CA.  We’re in day #2 of the SensorsExpo 2015, showing our TAG, TAG-N, ArcticLink 3 S2 smartphone demo, the ArcticLink 3 S2 LP, as well as having a number of interesting conversations around our recently-announced SenseMe™ licensing.

The general reaction here has been great; we’ve talked about the consolidation in the sensor algorithm market numerous times over the past few months in our earnings calls and other public forums, and our ability to offer hardware and/or software (algorithms) to potential customers is being greeted with a lot of enthusiasm.   Of course, the accuracy of our algorithms doesn’t hurt!

The power consumption of our S2/S2LP devices is definitely the leading story at the QuickLogic booth — being 1/4 to 1/10th the consumption of competing solutions is a compelling value, and one that drives a lot of conversations and interest.

We’ll be here the rest of the day today, for those who might be finding their way here.

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16 thoughts on “From the SensorsExpo 2015….

  1. Thanks for the update….when will the 3 s2 sample (be available). I know on the Q1 call the time table was mid year, June 1? June 30?. Is this still the schedule the company is comfortable with? Good luck drumming up interest.

      1. Thanks for your quick reply…

        so to be clear the 3 s2 is available for sale now and can be if selected by various OEM’s designed into wearable’s and smartphones as of June 11th? I know the date used at the last CC was mid year and I have seen some recent debate that more broadly defines “mid-year” out into September.

        1. Hello Jeff,

          I do want to make sure that we are talking about the same thing. The ArcticLink 3 S2 LP is now available for sampling/sale.

          However, I do want to be sure you’re not confusing this with the next generation ArcticLink S3, which we have stated a timeline of mid-year.

          -Paul

          1. Sorry…correct. the S3 is what I was attempting to question. To be clear the S3 is then not yet available and as of this moment the “mid-year” timeline remains in place? Thanks…sorry for the confusion.

  2. With the ultralow power usage of S2LP,what are customers uses or particular wearable devices,that you are targeting.How do you sell your chip?Do your potential customers need the energy saving in their products,i.e. is it a game changer for them?What other advantages does S2LP have over competition besides the low power?

    1. Hello Warren,

      Thanks for the questions. Our ArcticLink 3 S2 LP is targeted at wearables; customers for whom battery life is extremely important. We believe that battery life is one of the most important factors in making wearables mainstream, and that belief seems to resonate well with people we speak to.

      The immediate value proposition of our hardware is the lowest power consumption (which leads to extended battery life), followed by the flexibility of our total solution. That is how we would typically engage in initial value proposition discussions with a potential customer.

      QuickLogic is in a unique position versus our competition for a number of reasons, including our SenseMe algorithm library and our ability to mix and match algorithms. As a hardware provider that can also provide algorithms, we are quite unique.

      MCU makers generally do not have their own algorithms, and if they do, they are usually licensed through third parties. Some of the smart sensor folks do have algorithms, but those algorithms are generally limited to the Android-mandated essentials, and are not able to be modified. ASSP/ASIC-based sensor hubs will have algorithms that will often go beyond Android basics, but those algorithms are mostly a ‘take it or leave it’ — no changes, no optimization.

      QuickLogic’s ArcticLink 3 S2 family allows the use of SenseMe, 3rd party, and/or OEM-developed algorithms. This means that we can engage in designs where:

      * The customer wants a turn-key sensor processing solution (hardware and algorithms) from a single supplier
      * The customer wants a turn-key sensor processing solution (hardware and algorithms) from a single supplier, but needs additional algorithms or changes to existing ones
      * The customer has developed some algorithms in house, but needs additional algorithms to meet their targets
      * The customer has developed all their algorithms in house and simply needs a low power hardware platform to deploy them on
      * The customer has licensed 3rd party algorithms, but needs additional algorithms to meet their targets
      * The customer has licensed 3rd party algorithms, and simply needs a low power hardware platform to deploy them on
      * The customer has an existing hardware platform and needs a sensor algorithm library for it.

      We believe we are the only supplier that can address every one of these needs.

      Besides the power consumption and the SenseMe aspect, we also differentiate ourselves from our competitors with our programmable fabric, our physical size (smaller than most competing solutions), as well as other factors which may come into play based on individual customer needs and conditions.

      Thanks again for the questions!

      Paul

      1. Hi Paul –

        How do you foresee the advent of wireless charging impacting the demand for your low power solutions?

        Thx.

        1. Hello Bob,

          We don’t see that wireless charging as a factor negatively affecting our value proposition. The concerns over battery life has nothing to do with access to charging points, but rather the single charge life of a battery.

          To start with, there are something like 4 or 5 different standards. As an example, my Moto 360 smartwatch doesn’t charge on the tables at Starbucks. Now, assuming we get to a common standard, devices will still need to be removed to be charged, just as with a wired charge. Removing the device from the person stops the device from its intended function — always on, always aware.

          Further, to the best of my knowledge, wireless charging isn’t any more efficient, nor does it offer the ability to pack more charge into a battery (measured on unit area). Meaning, while wireless charging may be more convenient in some cases, it does not address the fundamental problem of our smartwatches lasting barely a work day on a charge, or remembering to charge your fitness devices every couple days. Single charge battery life is key to success — more time on the person, less time on the charger.

          Thanks!

          Paul

    2. Thanks for your time and response,Paul.Can you discuss in detail how the differentiator of programmable fabric will be used by Quik to win customers with the S2 as well as the anticipated S3?

      1. Hello Warren,

        Detailing the advantages of programmable fabric could take some time –I’ll be brief. We’ve talked a lot about this in the past (going back to the roll-out of the CSSP model in 2007, and even before that).

        Programmable fabric allows hardware differentiation: Implementing technologies in our fabric allows customers to offer different features from their competitors (like remote control logic for smartphone, bar code transmission, others).

        Programmable fabric decreased board space requirements: Adding features into our programmable fabric can remove the need for additional single-purpose components on customer boards. And, as a very smart man once said, “smartphone PCB real estate is the most expensive real estate in the world.”

        Programmable fabric often consumes less power than software alternatives: The added increased power consumption that running technologies in software (if even possible) is often a barrier to adoption. Fabric generally consumes less power than running code in processors.

        Programmable fabric can lead to quicker time-to-market: if the customer wants to implement a particular technology, and we can do it in fabric, our implementation time is going to be much faster than it would take to develop an ASIC/ASSP for that technology.

        Programmable fabric allows QuickLogic to add additional features onto our devices much quicker than other silicon-based alternatives, which benefits both us and our customers.

        -Paul

        1. Appreciate your response ,can you discuss the advantages that will sell the S3?How will this product demand the attention of your customers?How does it distinguish itself over your competition?

          1. Hello Warren,

            We’ll be providing much more information on the S3 during our product announcement. More on this to follow in the coming weeks.

            Paul

          2. I will look forward to that info and review last conference call info.Thanks for your info,any additional info on dates energy saving processing power,architecture will be appreciated,esp.how those things compare to your competitors.Thanks again

  3. Hello Paul,

    The release of EOS on Friday the 25th is shaping up to be a really significant event for the company and I was wondering if there will be more than a press release or perhaps a demonstration. Brain also alluded to an OEM phone manufacturer the was looking at EOS in emulation and wondered if the release would shed any light on that.

    Thanks,

    Jeff K
    AO Ventures

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