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Strategic Marketing Engineering

Strategic Marketing Engineering. Group May#13-33 Adviser & Client: Dr. Randall Geiger In consultation with: Garry Elder System Engineering Manager at TI. Team leader: Ximeng Sun (Susie) Communicator: Xing Cao (Star) Web master: Zhuoran Yang.

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Strategic Marketing Engineering

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  1. Strategic Marketing Engineering Group May#13-33 Adviser & Client: Dr. Randall Geiger In consultation with: Garry Elder System Engineering Manager at TI Team leader: Ximeng Sun (Susie) Communicator: Xing Cao (Star) Web master: ZhuoranYang

  2. Strategic Marketing Engineering Group May#13-33 • Problem statement • What we have done • Background Information • Ideas • Challenge • Conclusion

  3. Strategic Marketing Engineering Group May#13-33 Problem Statement • 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

  4. Strategic Marketing Engineering Group May#13-33 • Problem statement • What we have done • Background Information • Ideas • Challenge • Conclusion

  5. Strategic Marketing Engineering Group May#13-33 Background Information • Marketing Engineer • Understands technical aspects of engineering • More involved in the definition and sales of products • Market Survey • One billion dollars • 80% of the whole market

  6. Strategic Marketing Engineering Group May#13-33 Our Ideas • Wireless charging • Green energy • RAID battery

  7. Strategic Marketing Engineering Group May#13-33 Wireless charging • Wireless recharged battery Battery management inductor wire connect

  8. Strategic Marketing Engineering Group May#13-33 Wireless charging • Invisible implant to table

  9. Strategic Marketing Engineering Group May#13-33 Our ideas • Wireless charging • Green energy • RAID battery

  10. Strategic Marketing Engineering Group May#13-33 Kinetic Energy • KERS(Kinetic Energy Recovery System) • An automotive system for recovering a moving vehicle's kinetic energy under braking • The recovered energy is stored in a battery for later use

  11. Strategic Marketing Engineering Group May#13-33 KERS idea

  12. Strategic Marketing Engineering Group May#13-33 Why did not pursue these two ideas: • TI has been doing some of these products • TI is not interested in some of our ideas • Engineering and scientific challenges • Extend wireless charging • Limited time

  13. Hot News! • At April 5, 2013, Fisker Automotive, a producer of hybrid cars, has laid off most its employees and is exploring bankruptcy.

  14. Strategic Marketing Engineering Group May#13-33 Our ideas • Wireless charging • Green energy • RAID battery

  15. Strategic Marketing Engineering Group May#13-33 RAID controller battery • What is RAID? • Redundant array of independent disks • What is RAID controller battery? • A back-up battery • Power the RAID controller’s write cache • (HP Battery Backed Write Cache Upgrade • 512MB Cache RAID Controller Battery Kit)

  16. Strategic Marketing Engineering Group May#13-33 RAID controller battery • Why do we need it? • Decrease data loss risk for power/server failure • How does it work? • Save data in cache when power fails • Write to cache when power restored

  17. Strategic Marketing Engineering Group May#13-33 A Typical RAID Battery System • One 1200mAh lithium ion battery • One year lifetime • Backup for up to 72 hours

  18. Strategic Marketing Engineering Group May#13-33 Motivation for RAID controller • Customer complaints • Servers need to keep working • Large market potential

  19. Existing System vs. Our Design VS Existing Proposed

  20. Improvements • WWR (Working While Replacing) • BRM (Battery Relaxation Mode) • LFME (Line Failure Mode Enhancement)

  21. Strategic Marketing Engineering Group May#13-33 Our design • Asmart RAID controller battery management chip which has the following features: • Fuel gauge • Thermal protection • Keep system operational during battery replacement • Extend battery calendar life

  22. Strategic Marketing Engineering Group May#13-33 Chips we use • Battery management • Chip BQ24161: • Thermal protection • Control the charge voltage, current • Chip BQ27425 • Fuel gauge • ORingcontroller • Chip TPS2419 • Determines if the raid controller needs to use the backup battery • Determines if the raid controller needs the battery and which battery to use.

  23. Strategic Marketing Engineering Group May#13-33 Proposed design Cyclone-13-33 Smart System

  24. Strategic Marketing Engineering Group May#13-33 Three main components • Thermal protector • Smart controller • Lifetime fuel gauge

  25. Strategic Marketing Engineering Group May#13-33 Thermal Protector • Monitor temperature • Alarm system • Temperature range from 25 ℃ to 55℃ • Alarm on in unusual mode • Pins for fans

  26. Strategic Marketing Engineering Group May#13-33 Smart controller • Induce charge/discharge cycling • Control switches • Maintain operation during battery replacement

  27. Strategic Marketing Engineering Group May#13-33 Model One(DRC cycling): Detail of DRC cycling The DRC cycling for years

  28. Strategic Marketing Engineering Group May#13-33 Model Two(Benefit of DRC): Motivation: J. Li, E. Murphy, J. Winnick, and P. A. Kohl, “The effects of pulse charging on cycling characteristics of commercial lithium-ion batteries,” J. Power Sources, vol. 102, no. 1–2, pp. 302–309, Dec. 2001. Benefit of doing cycling Prediction of doing cycling

  29. Strategic Marketing Engineering Group May#13-33 Lifetime Fuel Gauge • Detected the current in the circuits • Monitor the capacity and rest energy of battery • Determine if the battery need to be changed

  30. Strategic Marketing Engineering Group May#13-33 LFME(Line Failure Mode Enhancement ) Automatically switch battery every one hour to extend battery’s lifetime. We can predict that the operation time will exceed 72 hours(applying “Relaxation phenomena”). Reference: T.F. Fuller, M.Doyle, and J. Newman, “Relaxation phenomena in lithiumion-insertion cells”, J. Electrochem. Soc., vol. 141, pp. 982–990, April 1994.

  31. Strategic Marketing Engineering Group May#13-33 • Problem statement • What we have done • Background Information • Ideas • Challenge • Conclusion

  32. Strategic Marketing Engineering Group May#13-33 Challenges • Good lithium ion battery model: • Limited information for commercial lithium ion battery models • Research literature strongly dependent of battery chemistry • How we solved it: • Advise from Garry Elder in battery management group from TI for help • Advice from Steve Martin, distinguished professor, Material Science • Inference from: • J. Li, E. Murphy, J. Winnick, and P. A. Kohl, “The effects of pulse charging on cycling characteristics of commercial lithium- ion batteries,” J. Power Sources, vol. 102, no. 1–2, pp. 302–309, Dec. 2001. • T.F. Fuller, M.Doyle, and J. Newman, “Relaxation phenomena in lithiumion-insertion cells”, J. Electrochem. Soc., vol. 141, pp. 982–990, April 1994.

  33. Strategic Marketing Engineering Group May#13-33 • Problem statement • What we have done • Background Information • Ideas • Challenge • Conclusion

  34. Strategic Marketing Engineering Group May#13-33 Conclusion • Some ideas are not practical (For us) • Make improvement on the RAID battery • Marketing engineer • Need to understand all technology of existing products • Have a sense of what is the marketing trend

  35. Strategic Marketing Engineering Group May#13-33 Questions?

  36. Strategic Marketing Engineering Group May#13-33 Thanks for listening!

  37. Strategic Marketing Engineering Group May#13-33 Project Schedule

  38. Strategic Marketing Engineering Group May#13-33 Future work • Explore use less battery to keep the system working for 72 hours (apply “Relaxation Phenomena”) • Use the all-solid-state Lithium Secondary Battery Reference: T.F. Fuller, M.Doyle, and J. Newman, “Relaxation phenomena in lithiumion-insertion cells”, J. Electrochem. Soc., vol. 141, pp. 982–990, April 1994.

  39. Strategic Marketing Engineering Group May#13-33 TPS2419

  40. Strategic Marketing Engineering Group May#13-33 TPS2419

  41. Strategic Marketing Engineering Group May#13-33 BQ27425

  42. Strategic Marketing Engineering Group May#13-33 BQ241161

  43. Strategic Marketing Engineering Group May#13-33 Rest recover for lithium ion battery

  44. Strategic Marketing Engineering Group May#13-33 One charging/discharging cycle

  45. Strategic Marketing Engineering Group May#13-33 Reliability Calculation • Time for one charging/discharging: (600mAh*40%)/(0.1C) = 4 hours(h) • Average capacity percentage for each battery: (100%+60%)/2 = 80% • Total capacity and time that can be used during charging/discharging: 80%*600mAh + 600mAh = 1080mAh 1080/1200 * 72h = 64.8 h • Total capacity and time that can be used during rest: 60% * 600mAh + 600mAh = 960mAh 960/1200 * 72h = 57.6 h

  46. Strategic Marketing Engineering Group May#13-33 Reliability Calculation • Percentage that the system can be used for up to 72h: (365*24-8*24-0.5*24)/(365*24) = 97.671% per year • Percentage that the system can be used for up to 64.8h: 8*12*2/(365*24) = 2.192% per year • Percentage that the system can be used for up to 57.6h: 0.5*12*2/(365*24) = 0.137% per year

  47. Strategic Marketing Engineering Group May#13-33

  48. BQ500210EVM-689 Input maximum 20V Thermo cutoff

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