At an opening keynote session, Kent Chon, CEO with TI Korea said, ‘We will shift our focus in Korea toward automotive areas from consumer markets, fine-tuning and redesigning our legacy chip product line-up to cater to automotive applications. We have a broad range of automotive chip solutions from RF ID chip solution to analog mixed signal solution to power management ICs, to DSP to interface chips to microcontrollers for automotive market.”
The Korean subsidiary’s shift in focus is part of TI’ global marketing strategy to rebuild its chip business portfolio around analog mixed signal and embedded processing chip solutions.
According to TI, analog mixed single chip and embedded processing chip solutions represent more than 50% of its 2011 revenues, netting US$6.4 billion and US$2.2 billion, respectively
Automotive chip solutions made up 8% of the fiscal 2011revenues, which topped US$13.7.
TI’s automotive chip solutions are everywhere in cars, including wireless connectivity solutions, LVDS and Ethernet interfaces, battery management solutions, DLPs for head-up displays, MCUs, power management ICs and OMAP processor for car infotainment system.
For example, TI offers a complete range of car safety chip solutions from a Hercules safety microcontroller to MSA power & interface solution to power controller and sensor SOC.
The power controller and sensor controller IC is an integrated single chip solution for braking applications. TI has also a wide range of automotive airbag chip solutions, including MSA2, 4, or 8 channel SUIB driver SOC and high-speed CAN transceiver.
TI has also a complete portfolio of car infotainment chip solutions ranging from ARM core-based high-performance DSP chip to buck-boost converter to an integrated power management IC to ultrasonic sensor signal conditioners.
As cars are getting smarter and smarter, new, intuitive car UI, or user interface area is another bet that TI is staking out as new growth engine. TI has a broad range of chip solution for car user interfaces from sensors, microprocessors, RF ID, NFC and voice recognition chip.
The chip maker is now working on a new chip design schematics for untouchable car power trunk opening system, which integrate sensors, interface circuits, microprocessors, and noise-cancellation DSPs in a single silicon die.
Other automotive chip solutions include software defined radio, radar processors, night vision processors, wireless charging and class D audio amplifiers.
TI has been supplying world's top-tier car makers like Hyundai, Audi, Suzuki, GM, Ford, Renault, Chrysler, Kia, and Nissan, to name a few. TI is one of top 10 car dudion chip suppliers, while commanding 40% of world sales of airbag chip solutions.
"Automotive areas are where few chip makers are prevailing. TI aims to top the who's who list of elite automotive chip makes, " stressed Ken Chon.
The TI Tech Day 2012 is an annualized technology and engineering brainstorming conference for chips engineers and applications system designers. Highlighting this year's tech forum is a technology session on automotive applications system. During the technology forum, TI showcased a line of chips solutions, including TI AM335x ARM Cortex A8-based microprocessor, infrared thermopile sensors, ARM-based AM1x Sitara microprocessors, and Haptic linear actuator controller