Getting flexible
As automotive compute shifts from hardware to software, demand is growing for infotainment and cockpit features. According to Arm, more than 90% of in-vehicle infotainment (IVI) systems use the company’s chip designs. The architectures are also found in various under-the-hood applications, including meter clusters, e-mirrors, and heating, ventilation, and air conditioning (HVAC) control.
Munich-based Apostera is using Arm’s designs to transform car windshields into mixed-reality screens.![]()
The shift to the software-defined vehicle has also stimulated another IT feature: updates. Historically, vehicle software was not only rudimentary, but also fairly static. Today, that’s no longer the case.
“There’s an opportunity to continue to add to the functionality of the vehicle over its lifetime,” says Laudick.
An expanding range of features, from sensor algorithms to user interfaces, can now be enhanced over-the-air (OTA). As cars begin to resemble personal devices, consumers can expect a comparable update service. As Simon Humphries, the chief branding officer of Toyota, put it: “People want control over their own experiences.”
Laudick likens modern cars to platforms, upon which software and functionality can evolve.That’s an obvious magnet for Arm, whose products and processes are fundamentally about running software.
Carmakers are also becoming savvier about software. For example, General Motors’ self-driving unit, Cruise, is now developing its own computer chips for autonomous vehicles. The company has previously used Arm designs, but is now exploring an open-source architecture known as RISC-V — which is becoming a popular alternative. The instruction set’s low costs and flexibility have created a threat to Arm’s automotive ambitions.
“One executive I was talking to said: ‘The best negotiating strategy when Arm comes in is to have a RISC-V brochure sitting on my desk’,” Jim Feldhan, the president of semiconductor consultancy Semico Research, said last year. “It’s a threat. Arm is just not going to have its super dominant position in five or 20 years.”
Currently, however, RISC-V could be regarded as riskier than Arm’s established standards. In a further challenge to RISC-V, Arm is gradually becoming more open. The Cortex-M processor series, for instance, now allows clients to add their own instructions, while extra configurability has been added to Arm software and tooling.
“We obviously try to control the products reasonably well, otherwise we just end up with a wild west. But there’s been a move in the company in the last several years to create more flexibility in certain areas,” says Laudick.
Mobileye, a self-driving unit of Intel that went public at $16.7 billion last year, is among a growing list of companies applying RISC-V architecture to vehicles. Credit: Mobileye![]()
RISC-V is far from Arm’s only challenger. Established rivals such as Intel and Synopsys are also fighting for a chunk of the expanding market for automotive chips.
Nonetheless, Laudick is bullish about the future. He notes that today’s cars run about 100 million lines of software code, while a Boeing 787 is estimated to have “only” 14 million. By 2030, McKinsey predicts that vehicles will expand to roughly 300 million lines of code.
“I see the vehicle being, without doubt, the most complex software device you will own — if not that will exist,” says Laudick.
Three chips. Wait! Let me guess ...I
I like how Sean made a point that we are still working with Mercedes and a telecommunications company.
It almost sounded like Sean was alluding that Mercedes are currently bringing out 3 chips and one or more contain akida.
My ears pricked also when I heard "disney" soflty murmured but tried not to think about it too much. The mind does wander though doesn't it?Hi Labsy....very pleased for you being in your 40's and holding Brainchip stock...such a great decision you have made !
Interesting how "Disney" got a mention...they are working with Robotics in the AI space, also video streaming etc...such a
good fit with the release of AKD 2.0....were Sean and Geoff talking about our engagements prior to the Podcast in private,
meaning, Geoff's subconscious mind was coughing up the words Mercedes, Disney and Tesla.purely speculative of course.
I am truly "hoping" to hear that another 2 companies have signed an IP License by years end...which 2, any 2 !!
Tech![]()
Pop it in the diary
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2023 Shortlist - Global Business Tech Awards
Congratulations to our 2023 Global Business Tech Awards finalists. Finalist Assetsglobalbusinesstechawards.com
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As far as I can recall Sean is also a member of 'The Silicon Valley Capital Club'! so pretty sure he will have a very nice high rolling list of mobile numbers and contacts !!Highlights from the podcast.
I guess to be in the circles with top tech guys in the US, you need to play golf.
The recent trend is vertical all the way to the silicon. I think this can really bring some big names as well if many companies take on Brainchip apart from Mercedes Benz like Amazon, Disney, Facebook etc.
Interesting Sean mentioning the difference between centralization and decentralisation. One of the reasons I followed crypto down the rabbit hole is because of its (mostly) decentralised nature.
The zone model may explain some of the decisions Brainchip management now take. Ecosystem build first and then the de facto standards will be implemented. Long game.
Lastly. Again, to be networking in the ‘Valley’, you must play golf! Surely Sean can have a round of golf with Roger Iger (Disney’s CEO), let him win and flick out an IP contract for him to sign?
.... as well as ......
Jeff Bier![]()
Jeff Bier• 2.General Chairman, Embedded Vision Summit | Founder, Edge AI and Vision Alliance | President, BDTI
38 Min.
Happy to have BrainChip as a Gold Sponsor of the Embedded Vision Summit. BrainChip's processor enables machines to do more with less by keeping AI/ML local to the chip and independent of the cloud, reducing latency while improving privacy and security. Visit the link in comments to register or learn more. #EVS23 #edgeai #ai
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Warning!!
Highly speculative!!
Look away!
we all remember Jean Luc Chatelain coming onto the podcast with Sean Heir a few months back.
Jean seemed very interested in what Brainchip was doing and was over all very positive of Brainchips vison and their technology.
Sean and Jean are old pals and said they were going to play golf together in the not to distant future.
We know how many of the podcast guests have proven to materialise into something directly related to brainchip.
I wonder is Sean was able to play a hole in one and score Jean for our new recruitment ??
LTH shaken but not stirred.Compared to weeks ago, the volume has really shrunk.
Looks like a lot are holding on to their shares, while the shorters and institutions are buying and seling between themselves, but not hooking the long termers?
Or don’t let him win and tell him things are better with BrainChipHighlights from the podcast.
I guess to be in the circles with top tech guys in the US, you need to play golf.
The recent trend is vertical all the way to the silicon. I think this can really bring some big names as well if many companies take on Brainchip apart from Mercedes Benz like Amazon, Disney, Facebook etc.
Interesting Sean mentioning the difference between centralization and decentralisation. One of the reasons I followed crypto down the rabbit hole is because of its (mostly) decentralised nature.
The zone model may explain some of the decisions Brainchip management now take. Ecosystem build first and then the de facto standards will be implemented. Long game.
Lastly. Again, to be networking in the ‘Valley’, you must play golf! Surely Sean can have a round of golf with Roger Iger (Disney’s CEO), let him win and flick out an IP contract for him to sign?
Gold Sponsors are 4th on the list....Brainchip ..... GOLD Sponsors!
Sessions 22nd -- 24th May
Check out the incredible sessions for the 2023 Summit!
.........Tuesday May 23rd........
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4:50pm - 5:20pm
Enabling Ultra-Low Power Edge Inference and On-Device Learning with Akida
By Nandan Nayampally Chief Marketing Officer, BrainChip
OK. Just putting this up because of our link with Prophesee.
Digging Deeper.
https://www.linkedin.com/posts/rich...Qk?utm_source=share&utm_medium=member_desktop
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https://www.prophesee.ai/xperi-develops-world-first-neuromorphic-in-cabin-sensing/
10000 fps