ARM Community: Harry Potter and the Enchanted Embedded Systems Conference - ARM Community

Harry Potter would almost certainly be very impressed if he took his Nimbus 2001 broomstick for a spin around the Embedded Systems Conference (ESC). For sure the event will be attended by plenty of Dumbledore-like wizards and alleged psychics in the industry, some with a stronger link to the other side than others, willing to take money to read corporate palms or expound on the direction the semiconductor industry will take over the next twelve months to avoid the clutches of the Death Eaters. There will be plenty of games and prizes on the show floor with the same buzz as the Quidditch World Cup with no risk of being bludgeoned by beaters or seeing the Dark Mark from Lord Voldemort.

But for the rest of us Muggles there is an equal amount with which to be impressed, not least the considerable ARM presence at the show, in the company’s own right but also the vast array of ARM Partners demonstrating tools, applications and devices based on the ARM architecture. For an magical look at ARM activities, enjoy this video.



In prime position on the ESC showfloor (use your Marauders map) is the ARM Partner Pavilion, Booth #1308 where more than ten ARM Partners, including Cadence, Cypress Semiconductor, Doulos, Energy Micro, Gainspan, Intrinsyc, NXP, Picus, Synapse, Toshiba, Ubiquitous and Wittenstein will be demonstrating their ARM technology-based innovations.

Focus at the ARM booth #1308 itself will be on demonstrations of the recently announce DS-5 software development tool suite which simplifies the development of Linux and Android native applications for ARM processor-based systems, and on the Cortex™-M4 processor. Launched in February this year, the Cortex-M4 processor is the latest member of the Cortex-M series of processors that are taking the MCU industry by storm.

Attendees to the show will have the opportunity to see evidence of the impact the ARM Cortex-M series processors are having on the MCU industry with devices from Actel, Atmel, Energy Micro, NXP, ST, Texas Instruments, Triad and Zilog among others, and tools solutions from Keil, Hitex, IAR, SEGGER and many more. In particular, attendees to the show will be able to see the first working silicon of the Cortex-M4 processor at the NXP booth, along with NXP’s other new devices based on the Cortex-M0 and Cortex-M3 processors.

ARM will also be announcing two new CoreSight technology components, extending the already impressive portfolio of CoreSight debug and trace technology. The ARM® CoreSight™ System Trace Macrocell and Trace Memory Controller enable real-time debug and optimization capability to software and system developers together with real-time complete system visibility. Momentum behind the CoreSight debug and trace technology can witnessed by the more than 14 CoreSight tools vendors exhibiting at this year’s ESC.

In addition to the show floor activities, ARM will also be hosting and participating in a wide range of workshops, panels and seminars:

ARM/Actel Presentation
Tues, April 27

• 2pm-3pm
  Maximize performance & Increase Security of an ARM Cortex-M3 based embedded system with on-chip FPGA
  Workshop Abstract: A new category of ARM® processor-based embedded products are now available in the market offering new set of options and capabilities to embedded designers. With the presence of programmable logic (FPGA) on- chip, designers can now maximize the performance of a Cortex™-M3 processor-based system.

ARM/Keil Sponsored Workshops
Tues, April 27 and Wed, April 28

• 9am – Noon
  Debugging an ARM Linux application with DS-5 on Beagle Board
  Workshop Abstract: In this workshop you will build and debug an ARM Linux application using Keil DS-5 and a Beagle Board target. You will also get a free trial copy of DS-5 to take with you (but no free Beagle Board, sorry).
• 1pm – 4pm
  Building powerful applications for the Cortex-M3 quickly and easily
  Workshop Abstract: The Cortex-M3 is at the heart of today's leading MCU devices. This hands-on practical session shows how development tools have evolved to take advantage of new hardware technology and help to deliver powerful applications fast.

TI Tech Day April 27th at the Marriott (across the street from ESC)

• DS-5 and BeagleBoard
• MDK and Stellaris Cortex-M3 Evaluation Board
• Registration Here

ARM on ESC Pavilion Panel in Theatre 2
Tues, April 27

• 5:30 - 6:30pm
  Using Twitter in the Embedded Marketplace
  Panel Moderator: Patrick Hopper (OpenSystems Media)
  Panel Speakers: Lori Kate Smith (ARM), Jim St. Leger (Intel), Jennifer Howard-Brown (National Instruments), Karen Bartleson (Synopsys), Tonia Ries (TWTRCON and Modern Media)
  Panel Abstract: urg the last year, the embedded marketplace has had a groundswell of activity on Twitter. Twitter has been used to promote leading tradeshows (like ESC), Tweet Up's, attract attention to webcasts, white papers, new products and communities. Many vendors use this tool as an economical and effective way to expand their influence, build recognition, communicate with press, and build relationships. We will be discussing who to follow on Twitter, what 3rd party tools to use, how to integrate it into your marketing plans, how to use it at a tradeshow, how to incorporate your communities and much more.

Free Events Sponsored by ARM
Tues, April 27th

• Debugging an ARM Linux Application with DS-5 on Beagle Board
  9am - 12pm, Room G
  
• Performing Power and System Management With SmartFusion™ Intelligent Mixed Signal FPGAs
  12:45 - 1:45pm, Room B4
  
• Building Powerful Applications For The Cortex-M3 Quickly and Easily
  1 - 4pm, Room G
  
• Cortex-M0 LPC1100 Hands-On With Free LPCXpresso Tool
  1 - 2:45pm, Room B1
• Implemeting Motor Control Alogorithm Using Hardware/Software Partitioning in SmartFusion™ Mixed Signal FPGAs
  2 -3pm, Room B4
  
• Cortex-M High Performance and DSP Applications With Free mbed Tool
  3 - 4pm, Room B1
  
• Designing With SmartFusion Mixed Signal FPGAs for Embedded, FPGA and Analog Designers
  3:15pm - 4:45pm, Room B4

Wed, April 28th

• Debugging An ARM Linux Application With DS-5 On Beagle Board
  9 - 12pm, Room G
  
• Demonstrating Micrium OS-III™ and µc/Probe™ on an ARM Cortex-M3 Based Device with Ethernet
  12:45pm - 1:45pm, Room B4
  
• Building Powerful Applications For The Cortex-M3 Quickly and Easily
  1 - 1:50pm, Room G
  
• Cortex-M0 LPC1100 Hands-On With Free LPCXpresso Tool
  1 - 2pm, Room B1
  
• Maximize Performance And Increase Security of an ARM Cortex-M3 Based Embedded System With On-Chip FPGA
  2 - 3pm, Room B4
  
• Cortex-M High Performance and DSP Applications With Free mbed Tool
  3 - 4pm, Room B1
  
• Designing with SmartFusion Mixed Signal FPGAs for Embedded, FPGA and Analog Designers
  3:15pm - 4:15pm, Room B4

Thurs, April 29th

• Cortex-M0 LPC1100 Hands-on With Free LPCXpresso Tool
  1:00pm - 2:45pm, Room B1

Alan Tringham, Senior Corporate Marketing Manager, ARM, Since joining ARM in 2000 Alan has been responsible for marketing communications for the company’s processor division, and more recently its expansion into the embedded space where the ARM processor architecture, and its growing number of supporters, looks poised to consolidate the market.

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