1. What
is
UFS?

2. UFS
Opportunity
in
the
post
PC
era
 SmartPhone
and
Tablet
technology
outpacing
PC
demand
 Mobile
compute
pla>orms
 Trend
in
towards
use
as
primary
compute
pla>orm
 Mul@ple
new
OS
ecosystems
emerging
 Performance
now
more
than
just
throughput
 High
IOPS
&
low
latency
100%
 Significant
new
growth
expected
in
Asia
90%
80%
 Lower
cost
pla>orms
70%
 Feature
rich
60%
 User
configurable
devices
50%
40%
30%
20%
10%
0%
2010
2011
2012
2013
2014
Tradi4onal
PCs
Mobile
Compute
Pla/orms
4

3. Simple Multi-Media User Generated Real-Time Seamless
Communication Consumption Contents Applications Lifestyle
Connectivity
• Voice • Music/Ringtone • Social • Video call
• SMS • Video networking • Online gaming • Mobile and Web
• Email • Web browsing • Video upload • Navigation convergence
• Memory card • Multi-media • Location-based • 3D interactive
for media sharing services gaming
 Increasing
storage
capacity
 Increasing
compu@ng
power
 Going
from
single-­‐threaded
to
mul@-­‐threaded
opera@onal
model
 Low
latency
and
HIGH
IOPS
5

4. SCSI
e-­‐MMC
Solid
State
Drive
SSD
Upgrade
Embedded
SSD
Cards
Solu4ons
6

5. Fluid
Responsiveness
Interac@ve
3D
Gaming
Seamless
Web
Surfing
7

6. PROCESS APP STOP Smartphone
A
MP3 PLAY
HOST
PROCESS
B
Download Data
Read
Traditional
Device eMMC Internal Write
Write
(Merge)
Mul4-­‐tasking
MB/s
(Write)
Low
latency
is
must
for
seamless
user
experience
11

7. Flexible
Deployment
Op@ons
 UFS
Embedded
SSD
only
 Feature
&
performance
rich
”out
of
the
box”
 Premium
mobile
device
&
price
 UFS
Card
SSD
only
 Lower
ini@al
price
for
mobile
device
 Consumer
selectable
SSD
capacity
 Hybrid
model
 Sufficient
embedded
SSD
for
applica@ons
support
 UFS
card
slot
for
incremental
SSD
func@onality
 Seamless
HIGH
IOPS
performance
Only
Game
in
Town
13

8. Membership
Tiers
 Execu@ve
 BoD
membership
 Samsung,
Micron,
Hynix,
Agilent,
Silicon
Mo@on,
Phison
 Contributor
 Working
group
vo@ng
rights
 Learning
from
plugfests
 Recommenda@ons
back
into
JEDEC
 Seminar
speaker
slots
 Adopter
 Access
to
specifica@ons
 Plugfest
par@cipa@on
 Reference
implementa@ons
15

9.  The
third
wave
of
mobile
compute
pla>orms
driving
future
designs
 Mul@-­‐threaded
(IOPS)
compu@ng
model
 Large
mul@-­‐media
files
require
capacity
&
transfer
bandwidth
 Future
growth
is
at
10W…
not
50W-­‐100W
• Low
power
consump@on
with
high
performance
 Smartphone
growth
in
Asia
key
to
driving
future
demand
 Low
cost..
yet
feature
&
performance
rich
 Opportunity
for
both
embedded
and
add-­‐in
card
SSD
storage
 The
UFS
advantage
 Designed
from
the
ground-­‐up
to
meet
the
future
mobile
pla>orms
needs
 Technology
availability
mee@ng
market
transi@on
@meline
 Configura@on
flexibility
with
seamless
high
IOPS
performance
 Extendable
performance
with
mul@-­‐lanes
providing
many
years
of
runway
SSD
for
Mobile
17