Demand for ARM processors has been strong due to the increasing popularity of Internet of Things (IoT), Internet of Vehicles (IoV), Industry 4.0 applications and mobile devices. The ARM architecture greatly simplifies the software and hardware designs making it possible for the processor to operate with simple commands.
The processors also feature ultra-low power consumption, extended temperature ranges, system on chip (SoC) designs, fast reboot, small size, high productivity and high stability, and they are supported by free developer resources and operating systems. These advantages have resulted in an increasing percentage of smartphone, tablet, end-market device, network equipment and storage device vendors shifting from x86 to the ARM architecture.
Increasing IoT popularity boosting ARM demand, with embedded intelligence expected to see strongest growth
ARM has been mainly used in three major applications: mobile computing, enterprise infrastructure, and embedded intelligence. According to an internal 2015 year-end report from ARM Holdings, ARM's highest market share is currently in the mobile computing segment with 85%, but the most promising is the embedded intelligence segment where the market value is expected to grow 22% to US$45 billion by 2020.
Intel dominated the x86 market due to the comprehensiveness of the supply chain. However, the market started to change after 2010 due to the increasing popularity of mobile devices and network equipment. Many applications have turned to ARM, attracted by its low-power consumption architecture and open platform. ARM also has high flexibility in integrating different demands with different core computing components. One micro ARM processor can support most of the functions and features usually seen in a computer, such as CPU, GPU, controllers (for RAM, USB, SD memory, etc), GPS, WiFi, Bluetooth, and communication modem. With features like these, ARM's solutions for hardware-software integration have been growing more diverse, especially for the industrial PC (IPC) sector.
EMBUX aims to be a specialist providing ARM hardware and software solutions
EMBUX, which was established in 2014, specializes in providing ARM-based IPC software, hardware-software integrated products, and developing firmware. The firm aims to become a top-notch specialist providing technology services in the vertical industrial ARM market. The firm's industry-grade IoT equipment has received the Red Dot Design Award from Germany. EMBUX also has the key know-how and a clientele consisting of both domestic and international companies. Its operations have extended to the markets for embedded equipment, public transportation infrastructure and power station equipment.
According to Yuan-Chung Tsao, general manager of EMBUX , the firm has been focusing on ARM software-hardware solutions. For most other firms, ARM-based technology development is usually only a small segment in their industrial departments; but for EMBUX, software development and customized design are its core business. Many of EMBUX's staff are senior engineers with years of experience under their belts.
EMBUX's software strengths are supported by the capability of conducting in-house R&D and problem solving. For example, the firm introduced an Android 6.0 solution for mass production two weeks ahead of others in May 2016. The firm has also developed automated software design verification to reduce the time customers need to conduct testing, and automated data export to reduce cost of labor costs. EMBUX also provides cloud data storage to lower human errors, and improves product reliability by analyzing historical data. EMBUX's ability to modify and rewrite core and driver programs outperforms competitors'. The R&D for EMBUX's hardware with second MCU control is done completely in-house. It develops its own real time OS (RTOS) firmware.
EMBUX captures key technology in integrating platform, software, hardware and firmware
In the IPC industry, vendors mostly sell their products directly to customers, or through their branch offices or other value-added resellers. The product life is quite long (at least five years and some can reach over 10 years). Compared to consumer electronics, IPC customers have stronger loyalty. IPC shipments tend to be low in quantity but high in variety. And the cost of switching suppliers is high. Once component suppliers obtain the domain knowledge of a certain area of products within the vertical market, they can easily build up their client bases and dominate the market.
In the IPC market, customers want not just hardware but a highly integrated system of software, hardware and firmware on a single platform. Due to the fact that ARM is technologically highly demanding as far as operating system development is concerned, it is usually thought that it would take seven years of training before an engineer could become a specialist for the segment. Currently most of the talented software engineers in Taiwan have been employed by major chipmakers or major international application vendors. Therefore, in the past Taiwan rarely saw a firm that was fully devoted to the ARM architecture to provide hardware-software integrated solutions.
EMBUX has been targeting this "Blue Ocean" market. The firm's main focus is on the ARM-based IPC market segment. The firm aims to provide different solutions for industrial control programs and Linux applications to satisfy different needs. EMBUX also provides customized services. Because x86 is unable to accommodate the demands from the Android/Linux segment and entry- to mid-level markets, EMBUX is keen to become one of the only few Asia-based firms to focus on industrial ARM solutions and related services.
EMBUX hopes to expand cooperation with other firms to find a common target market and thrive in the age of IoT.
EMBUX ICS-2010 series
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