OEMs Position Themselves for the Economic Turnaround

As everyone’s mother used to say, “When life hands you lemons…” And at this particular time in embedded technology and elsewhere, it seems there is no shortage of them.  In just the last three weeks, we’ve heard about Nortel filing for bankruptcy, Motorola planning to cut 7,000 jobs, and Sony Ericsson’s dramatic profitability swing from $1.48 billion in 2007 to negative $96 million in 2008. And yet, one thing we know about recessions is that they inevitably end in expansion. The only question is when. With the fresh winds of optimism blowing in from Washington this week, now is as good a time as any to start planning your strategy for survival followed by world domination.

Indeed, if there is a silver lining to our current situation, it has to be the unprecedented opportunities for well-positioned, forward thinking companies to dominate their markets. Clearly, this takes grit, an eye on keeping costs down, and a truly differentiated product strategy. It’s more important now than ever before for OEMs to focus on their core competencies, keep bill of materials costs low and work with vendors who have experience weathering economic storms and possess the fortitude to survive tough times.

Datalight was born in 1983 during one of the worst recessions in the post-war era, and we remember well the challenges of the early 90’s and the aftermath of 9/11/01. While many of our competitors are pulling resources from flash file system development, we are moving ahead with a full schedule of product releases and innovation for 2009. While at CES this year, we discovered one of our competitors is pulling out of the flash file system business altogether. I won’t bore you with a long-winded sales pitch, because chances are if you’re reading this newsletter you already know Datalight can help you build better products with lower development costs and give you the ability to choose between the least expensive of over 300 NAND and NOR flash parts.

Like our new president, we are cautiously optimistic about the coming year. As President Obama said so well, this economy is going to take hard work and a little time to turn around. One thing we know for sure though, is that the turnaround is coming. Companies that design products their customers need and want, continue to invest in technology and communication, and prepare themselves to capitalize on a business environment with fewer competitors will do extremely well in the coming years.

5 Reasons for Ditching Managed NAND
Everyone knows that NAND has challenges: from factory bad blocks and spontaneous bit failures to endurance limits, etc. That’s why a few years ago managed NAND (NAND flash plus an integrated controller) seemed to be the answer, offering the density of raw NAND, while mitigating many of its inherent limitations. What many device manufacturers may not realize is that the management hardware comes with significant costs, both in terms of dollars per part as well as design limitations. In the world of tradeoffs in which every system designer lives, there are solid technical reasons to consider using raw NAND and leaving the management to software instead. While there are clear commercial advantages for Datalight (as a provider of vendor-neutral software-based flash management) to advocate this approach, we also believe that there are strong technical reasons that flash silicon vendors would do well to embed ECC capabilities into their NAND flash devices rather than relying on ‘total hardware’ solutions such as eMMC or other complex and costly controllers. Beyond the benefits outline below, this approach would allow the flash manufacturers the ability to continue to differentiate their products from others in the industry.

1.    Cost
The cost of managed NAND parts is coming down, but the stuff still sells at a premium over its raw NAND brethren. 

2.    Flash Optimization
There are many new features of NAND available to us today.  Performance features such as cached reads, multi-plane operations, concurrency, and others are becoming invaluable to keep performance at the ever-increasing demands of portable media. The Open NAND Flash Interface (ONFI) has defined a standard method to query the capabilities and characteristics of NAND flash which can be put to use by both software and hardware systems. A software media manager offers the flexibility to take advantage of the most current flash memory features and put them to use efficiently, or to avoid certain features that may be unproven or problematic. A software solution will allow a developer to take full advantage of the media’s characteristics and features unburdened by the indirection or inability for the hardware to expose them.

3.    Visibility/Flexibility
Software (in general) is easily inspected and validated. Features such as wear-leveling move data around the flash device to optimize its life expectancy. Without the ability to inspect source code, a managed NAND solution makes it difficult to validate wear-leveling operation and/or characterize its effect on performance and reliability.  Hardware implementations are often generalized to suit a majority of use cases, while a software solution is easily tailored to the specific use case during development.

4.    Performance
Speaking of use cases, there are many system features that are not available to hardware that may make a generalized hardware solution less advantageous to a specific use case.  For example, system idle time can be used to improve the media performance by scheduling background cache operations and compaction to occur then.  Coordination between the file system and flash media manager can further optimize operations by freeing space when it will no longer be needed and having the media manager code cache certain regions of the flash where meta data might be held. Migrating flash management features to hardware removes this ability to coordinate with other components of the software stack, such as file systems.

5.    Reliability
Lest you think we believe that everything is better left to software, consider error detection and correction (EDC). Error rates are increasing substantially as flash manufacturers push the limits of physics.  Errors can be introduced externally by heat or other radiation, during writes or reads of data, and even to data that was successfully written at a different time. Historically SLC NAND flash required only a single bit error detection and correction (a hamming code is usually sufficient), while MLC parts require minimally four bit EDC.  As the die sizes continue to shrink, error rates will continue to increase, even for SLC flash. 
Calculating the codes to detect and correct such errors is getting increasingly complex and solving such a solution in software for higher-bit EDCs (above 4-bit) is time consuming and often unacceptably slow.  Hardware ECC is a necessary requirement for systems with high EDC requirements and where performance is a concern.

Many of the processors on the market today are incorporating EDC in their NAND controllers. Choosing one of these processors (e.g. TI OMAP 35xx) in combination with raw NAND flash and software management can give you the high-performance EDC to handle next generation flash while maintaining the design flexibility that a software manager provides.

Flash manufacturers have much to gain by adding ECC code into their NAND flash parts.  They know better than anyone what kind of ECC is necessary for a specific part and by adding just that one piece of hardware to their offerings, rather than the jack of all trades, master of none approach of complete flash management, they will better serve the markets. 

In short, features should reside where they can be handled most efficiently; ECCs belong in hardware, other flash management functions belong in software.  While managed NAND certainly has its place and its appeal in the market, we believe the best combination of value, performance and flexibility lies in using a combination of raw NAND and hardware with built-in ECC capabilities.

Successful data management can mean the difference between a reliable, user-friendly product, and a frustrating nightmare of corrupted data and a failed device. Your approach to this key component of good device design will either fast-track your product for success or prove toxic to its implementation and derail market adoption.
The experts on fast, reliable data management are coming together for a one-time exploration of the signs of a “toxic” data management strategy, and to offer advice on how you can make sure this doesn’t happen to your project.
Please join us on November 13th at 7:30am and 12:00pm Pacific Standard Time, for an interactive, moderated discussion between Datalight and McObject. Topics will include combating slow device boot and poor access performance, and how to save money on unnecessary processor upgrades.

Register for the 7:30 Session

Register for the 12:00 Session

Hope you can make it!

SanDisk recently announced that it is end-of-lifing several flash parts in the mDOC family and OEMs who were using these parts in their devices are now looking at viable alternatives.  In order to help these affected customers make informed decision, we have published a new whitepaper on options for migrating from Sandisk mDOC flash family.

The paper is available at http://www.datalight.com/mdocwhitepaper/

Just got the PR from SD Card Association (SDA) announcing availability of eSD – embedded flash technology standard (full release below). We applaud the development of standards that will make it easier for OEMs to meet the growing data storage demands in their devices. As a member of the SD Card Association, Datalight has long been a proponent of increasing the reliability of data storage. While the eSD standard will help with integration and hardware reliability challenges, it will also shift the spotlight to the shortcomings of traditional file systems. Building a fully robust and incorruptible product requires  reliability throughout the entire hardware platform and software stack.

Full Press release

SD CARD ASSOCIATION INTRODUCES EMBEDDED SD
FOR MOBILE PHONES, CONSUMER DEVICES

New Embedded SD standard offers field-proven SD functionality
and design ease to increase device storage options

SAN RAMON, Calif. – Sept. 11, 2008 – The SD Card Association (SDA) announced today it will enter the embedded storage market with the Embedded SD standard for storage devices in November. The Embedded SD specification extends the widely adopted, market-proven SD interface to embedded storage, doubling device storage potential and easing platform design in mobile handsets and consumer electronics devices.

As next-generation mobile handsets and CE devices demand high-capacity embedded storage and flash management solutions, Embedded SD simplifies system engineering by leveraging well-known SD standards. It allows all removable, embedded storage devices and input/output (I/O) peripherals to utilize the same common interface. Embedded SD separates flash management from the host and provides manufacturers and consumers with the flexibility of up to 32 GB scalable high-capacity on-board memory, plus 32 GB of removable memory with any SD High-Capacity memory card.

“The miniSD and microSD form factors are the leading interfaces for removable storage cards for mobile handsets, currently dominating the market, and are expected to constitute 90 percent of all card slots in mobile handsets in 2010, according to our analysis,” said Nam Hyung Kim, director and chief analyst for iSuppli Corp. “The new Embedded SD standard is built on that leading SD standard and takes aim at mobile handset storage needs like low power consumption, boot functionality, small form factor and integrated flash management.”

The Embedded SD standard regulates the specifications of SD interface-based embedded flash devices, easing the integration of storage devices and avoiding market fragmentation in the mobile and CE industries.

The Embedded SD specification defines the mechanical and electrical framework of the new embedded form factor and is also focused on enabling advanced functionality in embedded storage devices. Embedded SD devices offer a smart system solution with a smooth migration path from legacy designs, reduced design complexity and support for code, applications and user data storage.

“The SD Card Association plans to significantly reduce market fragmentation by delivering superior compatibility to the world of embedded storage, just as we have done in the storage card industry,” said James Taylor, president and chairman of the SD Card Association. “The association will continue to drive significant host market expansion while maintaining backwards compatibility with future interface development. The continuous collaboration and cooperation within the association’s ecosystem serves as a strong engine for innovation, consistency and growth.”

To speed adoption of Embedded SD, support of boot functionality requires only minor changes in the host ROM code of currently mass deployed baseband, application and multimedia processors with minimal additional changes to block device driver to support the additional functionality of embedded SD.

The Embedded SD Standard Defined:

•         Fully Compatible with SD standard – Embedded SD is fully compatible with the industry leading SDHC (SD 2.00) interface, ensuring a seamless migration from current SD to Embedded SD designs.
•         Both 3.3V and 1.8V Power Supplies – Supported for both flash and I/O power sources.
•         Boot from Embedded SD – Reliable and secure storage of boot code on an Embedded SD device reduces the number of memory components in a design, as well as the number of busses required, enabling more efficient designs.
•         Flexible Partition Mechanism – Allows multiple physical partitions accommodating varied data sources such as boot code, OS, applications and multimedia content with customizable levels of protection for each partition.  Original equipment manufacturers, mobile network operators and content providers gain optimal flexibility and control to configure the Embedded SD device for different usages and data types.
•         Protection Mechanism – Flexibility to separately configure each physical partition with different read and write/erase protection modes.
•         Data Robustness – Optional configuration of each physical partition of the Embedded SD device, including full immunity to power failure and protection of critical data (boot code, operator data, etc.).
•         Power-Saving Sleep Mode – Option to customize power needs and reduce power consumption and boost battery life.

SD Card Association
The SD Card Association is an open industry standards organization established in January 2000 by Matsushita Electric (Panasonic), SanDisk and Toshiba, and is supported by a consortium of more than 1,100 companies. The SDA’s mission is to set industry standards and promote SD product acceptance in a variety of applications. SD Memory Card standards are currently being built into a wide range of digital products such as cellular phones, audio players, automotive multimedia systems, handheld PCs and digital video and still cameras. For more information about SDA, please visit the association’s web site, www.sdcard.org. Parties interested in joining SDA are encouraged to visit the web site or contact helpdesk@sdcard.org.

A week of SSD, NAND questions and New Technology

It’s hard to believe that it’s been 20 years since the invention of flash memory, but the 20-foot timeline documenting its milestones that was displayed at this year’s Flash Memory Summit offered ample evidence of the progress the technology has made. Attendance at this third Summit once again broke records set by previous shows and the energy of the attendees was high. At more than 1,300 registered attendees, 2008 was at least 25% larger than 2007. Having been a sponsor since the show’s inception, we can confirm that it was even more packed this year. Most of the keynote presentations spilled out of the main hall, and people were stacked up into the hallway trying to hear what was being said inside. The quality of the presentations once again proved worth the trip to Santa Clara, but it was obvious to everyone that the show is quickly outgrowing the Santa Clara Marriott.

The unofficial theme this year appeared to be solid-state drives (SSD), but beyond the SSD buzz, there were many presentations on designing NAND-based products, software optimization of flash, future technologies, and other flash-related topics of interest. Datalight gave four presentations (Flash Interfaces 101), and organized a forum on using flash in embedded as well as a full-day “executive update.”

There were a couple of keynote addresses we found particularly interesting and entertaining:

Dean Klein from Micron gave a speech entitled, “A Closer Look at NAND Flash.” Highlights of Dean’s keynote included a map of NANDs progress through the Gartner Cycle of Hype,

Gartner Cycle of Hype – Source: Gartner Research

in which he asserted that NAND is over the “peak of inflated expectations,” heading down into the “trough of disillusionment.” Klein jokingly referred to hard-drives several times as “rotating rust,” and the address featured an entertaining series of video clips along the lines of Apple’s Mac vs. PC ads, in which Hard Drive was escorted by Flash to a therapy session to talk about his sluggishness, forgetfulness, narcolepsy, and overeating (power consumption).

Eli Harari from SanDisk gave a keynote called “Changing the World: The Flash Memory Revolution.” Eli’s speech was less humorous than Dean’s, but no less interesting to listen to. He showed several timelines describing the evolution of flash applications, and a chart predicting that NAND demand will outstrip supply by 2011, allowing flash vendors to raise prices (!) and finally get a return on their investment in the technology. He also compared the progress of NAND density to Moore’s law, showing that NAND is tracking far ahead of where Moore’s law says it should be. He theorized that the next flash technology will be 3D NAND, and gave a fascinating demonstration of how it’s built and how it works, including photographs of 3D NAND’s unique architecture.

Spansion showed their ecoRAM: basically flash in a DIMM form factor. Cool. And eco-friendly, apparently. This new class of flash promises to reduce the power requirements for large server applications, using an eighth of the energy of DRAM, with better reliability, and read performance fast enough to meet the rapid access requirements of large-scale server installations.

Which highlights another key theme of the Summit: Power. How can flash help reduce global warming? Can SSDs make data centers run more economically? Uh, did I say “data centers?” Yes, surprise! While last year’s Summit saw the invasion of the laptop, this year a significant portion of the sessions addressed opportunities in the Enterprise segment.

But the “Big E” didn’t totally eclipse the “Little e” (embedded). There is still a growing need for low power, high performance flash soldered onto boards and into removable cards for embedded systems. The embedded track had presentations ranging from the basics of flash interfaces and differences between NOR and NAND to complex design methodology and frequency sources for flash memory applications.

Speaking of last year’s Summit, where Hybrid Hard Drives (traditional hard disk drive with flash caching) battled SSDs for attention, whatever happened to the HHDs? The only sign of them we saw was a presentation from Seagate wherein they said there is still work to do, particularly on the software (i.e., Windows Vista).

Our take overall? Industry insiders’ perspectives are essential for long term planning and this show is the place to get them. But all that crystal-ball-gazing can be a bit out of phase with where customers are today. SSDs are interesting and undoubtedly will be a key component in many future designs, but the reality is that migration from NOR-only systems to those that include both NAND and NOR or just NAND continues to be the mainstay for today’s designs. An analyst from IDC cashed a reality check on the SSD hype when he put up a slide showing relative market sizes of flash memory (big), hard disk drives (huge) and SSDs (tiny).

While many flash manufacturers are in an oversupply situation on NAND, others have parts on allocation. The industry as a whole is looking for ways to reduce costs and keep (or get) fabs profitable. This causes lower volume, lower margin product lines to be discontinued, sometimes just as designs using them are about to go to market.

Bottom line? The Flash Memory Summit provides a great opportunity to step outside our day-to-day reality and consider the possibilities promised by emerging technology. Next year’s Summit is sure to be a must-attend event for gaining planning perspective. We hope to see you there!

If you missed the Summit, presentations should be available soon at www.FlashMemorySummit.com. Bill’s presentation on flash interfaces, complete with narration, is available now: Flash Interfaces 101

Bothell, Wash., – August 12, 2008 – Datalight announced today that it has released new versions of Reliance™ and FlashFX® Pro, with pre-configured support for  MontaVista® Linux®. The new install experience includes simplified integration within MontaVista DevRocket, an Eclipse-based IDE that streamlines common embedded  development tasks. Dropped into DevRocket, Datalight products build as kernel loadable modules that work with a project’s OS image. Sample bootstrap code is also  supplied for developers who need to integrate the products into a boot loader.

“Developers choose MontaVista Linux for faster time-to-market, integration, and stable, fully tested code. We are pleased that Datalight has extended these benefits at  the flash memory file system level, and to provide embedded Linux developers with added performance and reliability,” said Dan Cauchy, Senior Director of Market Development, MontaVista Software.

Other upgrades include a read-only version of Reliance inside the Datalight Loader. This small footprint version permits a bootloader to load an OS image directly from a reliance partition. Devices benefit from risk-free “in-place OS upgrades” enabled by the application-controlled transaction point feature of Reliance. The new versions also feature enhancements in reliability, as well as support for a wide range of new flash parts. FlashFX Pro now supports Spansion NS-P, Samsung FlexOneNAND, Micron 55nm flash parts, and all CFI-compliant NOR parts. The Datalight flash file system solution is comprised of the Reliance file system and FlashFX Pro intelligent flash media manager. Reliance was designed from the ground up for high reliability applications. Dynamic Transaction Point™ technology provides 100% immunity from file corruption, even after unexpected system interruption. Embedded applications can benefit from faster boot times that remain consistent for the life of the product, regardless of disk size.

FlashFX Pro features pre-written support for over 200 flash parts, works with virtually any NAND controller, and features wear leveling, bad block management, and garbage compaction for unrivaled performance. Datalight flash file system products are also available on other operating systems and integrated development environments.

Bothell, Wash., – August 12, 2008 – Datalight announced today that it has released new versions of Reliance™ and FlashFX® Pro with preconfigured support for Wind River Linux. The new install experience includes simplified integration with Wind River Workbench, an award-winning, Eclipse-based development platform. Dropped into Wind River Workbench, Datalight products build as kernel loadable modules that work with a project’s OS image. Sample bootstrap code is also supplied for users needing to integrate the products into a boot loader.

“Developers choose Wind River Linux for our broad range of hardware support and stable code base. Our VxWorks customers have enjoyed the benefits of the Datalight  flash file system platform for years, and we are pleased that Wind River Linux customers now have the option of adding Datalight performance and reliability to their designs,” said Paul Anderson, vice president of Linux product engineering at Wind River.

Other upgrades include a read-only version of Reliance inside the Datalight Loader. This small footprint version permits a boot loader to load an OS image directly from a  reliance partition. Devices benefit from risk-free “in-place OS upgrades” enabled by the application-controlled transaction point feature of Reliance.

The new versions also feature enhancements in reliability as well as support for a wide range of new flash parts. FlashFX Pro now supports Spansion NS-P, Samsung  FlexOneNAND, Micron 55nm flash parts and all CFI-compliant NOR parts.

The Datalight flash file system solution is comprised of the Reliance file system and FlashFX Pro intelligent flash media manager. Reliance was designed from the ground up for high reliability applications. Dynamic Transaction Point technology provides 100 percent immunity from file corruption, even after unexpected system interruption.  embedded applications can benefit from faster boot times that remain consistent for the life of the product regardless of disk size. FlashFX™ Pro features prewritten  support for more than 200 flash parts, works with virtually any NAND controller and features wear leveling, bad block management and garbage compaction for unrivaled performance. Datalight flash file system products are also available on other operating systems including Wind River VxWorks.

Image via Wikipedia

WindowsForDevices has an interesting article today that shows the results from a recent ABI research study on high-end handset sales. It is interesting to note that the economy has not slowed down sale of higher-end mobile phones and the overall mobile market has been strong as well. This bodes well for flash memory vendors, especially for NOR flash vendors like Spansion and Numonyx since mobile handset industry has been a NOR stronghold (though lately NAND is making heavy inroads – call it the iPhone effect).

Datalight Sponsoring and Presenting August 12-14 in Santa Clara

Every August, flash memory zealots converge on Santa Clara to trade war stories, find out what’s new, and debate the relative merits of a mind-boggling assortment of flash technologies. Now in its third year, the Flash Memory Summit is set to break attendance and sponsorship records yet again, and Datalight will be there waving the banner of fault-tolerance, flexible design and raw performance. Other sponsors include intel, Spansion, Samsung, Micron, Toshiba, Numonyx, Dell and many others.

We hope you can join us at the world’s only conference dedicated entirely to flash memory technology. This year we’re excited to present four tutorial sessions at the show, given by veteran Datalight engineers Keith Garvin and Bill Roman:

View Session Overviews