Transcript File - Zhuoran Yang

Strategic Marketing Engineering
Group May#13-33
Adviser & Client: Dr. Geiger Randall
In consultation with: Garry
Team leader: Ximeng Sun (Susie)
Communicator: Xing Cao (Star)
Web master: Tianhao Han
Secretary: Zhuoran Yang
Problem Statement

Strategic Marketing Engineering
Group May#13-33
We are going to help TI to find more new
fields which can apply their battery
management products as marketing
engineers:
◦ Understand TI’s existing battery management
products.
◦ Broaden the market with existing products.
◦ Find out if there is an architecture which
customers need but TI does not have it yet.
Conceptual Sketch

Strategic Marketing Engineering
Group May#13-33
Marketing Engineer
a specialist who understands many of the
technical aspects of engineering but is
actually more involved in the definition
and sales of products.
Strategic Marketing Engineering
Group May#13-33
Functional Requirements
Explain technical products in services
 Product performances, …
 Collect and analyze data on customer demographics,
consumer needs, and buying habits to identify potential
markets and factors affecting product demand
 Monitor industry statistics and follow trends in trade
literature
 Prepare reports of findings, illustrating data graphically
and translating complex findings into written reports
for customers and product designer(add)
 Seek and provide information to help companies
maintain leading position in the marketplace.

Market Survey

Strategic Marketing Engineering
Group May#13-33
Battery management devices occupy
more than one billion of TI’s annual sales.
For battery management chips, TI’s
products share 80% of the whole market.
It is obvious that TI is in a leading position
in battery management and it needs more
ideas to keep in leading position.
Research area

Wireless charging

Green energy

RAID battery
Strategic Marketing Engineering
Group May#13-33
Strategic Marketing Engineering
Group May#13-33
Why choose wireless charging
1.
2.
3.
An efficient solution for limit energy store
capacitor of rechargeable battery
An potential big market
An preferable way for charging our portable
device
Strategic Marketing Engineering
Group May#13-33
Wireless charging

Electromagnetic induction

Magnetic Resonant
Strategic Marketing Engineering
Group May#13-33
Inductive Power Transmission
A transmitter coil L1/A receiver coil L2
 An alternating current in the transmitter coil generates
a magnetic field which induces a voltage in the receiver
coil.

Strategic Marketing Engineering
Group May#13-33
Disadvantage of Inductive power
transmission
Low efficient
 Limit by distance
 Need a big room if we need transfer lots
of energy

Strategic Marketing Engineering
Group May#13-33
Resonant Magnetic Coupling
Magnetic coupling occurs when two objects exchange
energy through their varying or oscillating magnetic fields.
Resonant coupling occurs when the natural frequencies of
the two objects are approximately the same.
Strategic Marketing Engineering
Group May#13-33
•
•
•
•
•
High Efficiency Over Distance (inf)
Penetrates and Wraps-Around Obstacles
Safe for people and animals
From milliwatts to kilowatts
Devices that can fit into OEM products
Strategic Marketing Engineering
Group May#13-33
Will not pursue this family:

Engineering and scientific challenges:
◦ Longer wireless charging


Time indiv exp
Huge learning curve
◦ Unmatched group training
Strategic Marketing Engineering
Group May#13-33
And so on……
Research area

Wireless charging

Green energy

RAID battery
Strategic Marketing Engineering
Group May#13-33
Strategic Marketing Engineering
Group May#13-33
Battery management on Green
Energy
1:Thermal Energy
2:Kinetic Energy
3:Solar Energy
4: Fuel Cell
Solar Energy
Strategic Marketing Engineering
Group May#13-33
Solar panels are made from silicon, which reacts
to sunlight. The energy from the sun is enough
to disentangle the electrons. Electricity
generated from electrons can be used to charge
a battery
 We can add a battery management product
before or after the panels. It would fulfill
different functions after the solar energy goes
through the panels

Thermal Energy

Strategic Marketing Engineering
Group May#13-33
Thermal energy is a part of total internal
energy of a thermodynamic system or
sample of matter that results in the
system temperature
Kinetic Energy
Strategic Marketing Engineering
Group May#13-33
KERS(Kinetic Energy Recovery System)
KERS is an automotive system for
recovering a moving vehicle's kinetic energy
under braking. The recovered energy is
stored in a reservoir (such as a battery or
flywheel) for later use under acceleration.

KERS
Strategic Marketing Engineering
Group May#13-33
Fuel Cell

Strategic Marketing Engineering
Group May#13-33
A fuel cell is a device that converts the chemical
energy from a fuel into electricity through a
chemical reaction with oxygen or another
oxidizing agent. Hydrogen is the most common
fuel cells. Fuel cells are different from batteries
in that they require a constant source of fuel
and oxygen to run, but they can produce
electricity continually for as long as these inputs
are supplied.
Fuel Cell Car
Strategic Marketing Engineering
Group May#13-33
Application for Fuel cell
Strategic Marketing Engineering
Group May#13-33
Fuel cell electric vehicles (FCEVs). Over
20 FCEVs prototypes and demonstration
cars have been released since 2009
 We can put TI’s battery management
products together with the fuel cell to
detect how much battery left, protect the
battery and lower the power
consumption

Strategic Marketing Engineering
Group May#13-33

In 2010, fuel cell industry revenues
exceeded a $750 million market value
worldwide. So it’s a pretty attractive
opportunity for TI to enter this market
Research area

Wireless charging

Green energy

RAID battery
Strategic Marketing Engineering
Group May#13-33
Strategic Marketing Engineering
Group May#13-33
RAID controller battery

•
•
What is it?
A back-up battery in RAID controllers
It powers the RAID controller’s write
cache
(HP Battery Backed Write Cache Upgrade
512MB Cache RAID Controller Battery Kit)
Strategic Marketing Engineering
Group May#13-33
RAID controller battery

Why do we need it?
•
Even though cache boosts storage
performance, it introduces risk in the event of
power or server failure.
•
In the event of a power failure the RAID Card
will automatically switch over to the battery
back-up and complete any unfinished tasks.
Strategic Marketing Engineering
Group May#13-33
Raid controller battery

How does it work?
 Once power is restored, the contents of the
cache are then written to the disk
 That means the optional battery backup
maintains the integrity of data in transit to
drives in the event of a power interruption or
system failure
Strategic Marketing Engineering
Group May#13-33
RAID controller battery
 Two

types of RAID controller batteries
NiMHi(Nickel metal hydride):
Require that one runs the battery recondition
task every six months to maintain reliability.

Li-Ion or Lithium Ion:
Automatically reconditioned by the
controller.
Strategic Marketing Engineering
Group May#13-33
Raid controller battery
 Ideas

A management chip which could decide that the
RAID battery needs to charge or discharge

Making this product into a simple function
could decrease the risk of destroy hardware
parts
Strategic Marketing Engineering
Group May#13-33
Raid controller battery
 Ideas
• Use to decide more specific information
• Add a function in this battery management chip to
let the RAID battery recondition after each
discharging.
• Make the RAID battery more accurate and give it
a longer lifetime as well.
Strategic Marketing Engineering
Group May#13-33
Raid controller battery
 Ideas
• Adding LED to show if customers need to change
the RAID battery
• Combining solar energy with RAID battery
Project Schedule
1
2
Strategic Marketing Engineering
Group May#13-33
• Understand TI’s existing battery management products.
• Understand the technologies and protocols.
3
• Considering who or which potential markets can use the existing
products from TI.
4
• Find a new battery management architecture which will have a big
market.
5
6
• Presenting/consultation ideas with TI and come up with a final idea.
• Try to come out a new product which can be applied into an existing
and developing markets.
Questions?
Strategic Marketing Engineering
Group May#13-33
Strategic Marketing Engineering
Group May#13-33
Thanks for listening!