Home Appliance

1
Home Appliance
Steve Caldwell, Director HASG Edward Tsaur, PIC
Marketing Manager
2
The Situation

• Problem
• Need to combat Toshiba, SGNEC, Holtek in the
  cost sensitive Chinese Home Appliance Market.
• Solution
• 4AP program

3
The Situation

• Problem
• Need to combat EMC, Holtek, MDT, and Motorola, in
  the cost sensitive Kitchen Appliance Market.
• Solution
• Value based matrix of Low Cost 18 pin
  Microcontrollers with superior performance

4
The Situation

• Problem
• 4AP is winning some business but we want to
  grow faster!
• Solution
• Low Cost 28 pin 4K word Microcontroller

5
HAx099 Device Specification

• Reduced Specifications
• 4Mhz
• 4-5.5V
• no LP
• Endurance 100 cycles
• ADC accuracy /- 1.5lsb HA2099 and HA3099
• 0C to 70C HA1099 and HA2099
• -20C to 70C HA3099
• PDIP / SOIC

6
HAx099 Rules

• Standard Local Support And FAs
• No expedites! Buy standard Flash instead
• No special testing
• NCNR
• Customers must be approved by HASG
• Pricing at broken cost need QTN!
• One 1K piece order per customer per product
  allowed for pilot run

7
HA1099 / 2099 / 3099 / -4AP Matrix
8
HAHA Program Rollout

• HA1099/2099/3099 Samples Available!
• HA1099 / HA2022 Product Brief Available in
  Chinese!
• HA3099 Data Sheet Available in Chinese!
• PIC16CR73 Accepting Beta customers

9
Choose between 4AP and HA
Do you need 2V to 5V operation?
Customer Questions
No, 4.5 to 5.5V is ok
Do you need NanoWatt Power?
No
Yes
No you need -40 to 85ºC operation?
No, 0 to 70 ºC is ok
20 MHz operation?
Standard or 4AP
No, 4 MHz is ok.
Next page
10
Choose between 4AP and HA
/- 1.5 LSB ADC accuracy OK?
Account Understanding
Yes
100 Endurance Cycles OK?
Yes
No
NCNR OK?
Yes
Longer lead time OK?
Standard or 4AP
Yes
Next page
11
Choose between 4AP and HA
Microchip business concerns
Large Volume and MOQ?
Yes
No
New project?
Yes
Lowest Price needed?
Standard or 4AP
Yes
Request HA products
12

• HAx099 Sales Flow Chart

Understand your customers need
Get approval from HASG
Prepare the Green Sheet / Validate your
customers need
Offered the most suitable solution at a
reasonable price
Follow up and close the deal
13
What are the similarities between Standard Part,
4AP and HA device

• Quality and Reliability
•       Same manufacturing process
•         Same quality systems (TS16949)
• Robustness
• Same I/O structures
• Similar ESD/Latch-up/EFT/EMC/EMI results