Xilinx PCI Solution: Dominating the Market with Complete Solutions

1. Xilinx PCI Goal:DOMINATE THE PCI MARKET! Sales Partners Web:http://www.partner.xilinx.com/common/logicore/pci Technical Questions:hotline@xilinx.com File Number Here

2. Validation! The Inventor of PCI, chooses Xilinx (Chandler, Arizona) ”Fast development time and compliance to the 2.1 PCI specification are important”. An Intel proof-of-concept design incorporating the Xilinx LogiCORE PCI interface development kit is available as an application note at www.intel.com/design/intarch Mike Carboni, Technical Marketing Manager, Embedded Microcomputer Division, Intel Corp.

3. Agenda • PCI - the Opportunity • Xilinx PCI - a Complete Solution • Designing with Xilinx PCI • Competition • Support • Call to Action • Design Wins

4. PCI - the Opportunity

5. PCI - 50% Annually Growth • Three key segments • PCI-slot (add-in boards) • CompactPCI • Embedded PCI(not shown in graph) • CompactPCI biggest • Key customers for CompactPCI within • Telecom • Networking • Industrial

6. CompactPCI - the Industrial Version of PCI • Alternative to VME • Currently $1.3B market • PCI with new form factor • Eurocard form factor • Gas tight, high density connector • Staged power pins for Hot Swap capability • Short life cycles of standard PCI chips is a big concern • FPGA + LogiCORE PCI solves the problem!

7. Available PCI Solutions • Standard PCI Chips • ASICs with PCI core • FPGAs with PCI core

8. Standard PCI Chips • Specialized on PCI • Price $15-$35 • Offers complete solution • Reference designs • Boards • Drivers • Application notes

9. Standard PCI Chips - Limitations • Extra PLD(s) often required for glue logic • A standard PCI chip is a bridge to a specific bus • Cannot be customized or upgraded • Come with an errata list • Limited performance in some applications

10. External FPGA15K Gates User Design15K Gates PCI Master  >$35 Sell Cost and Integration Benefits Against Standard PCI Chips $40 $30 Component cost 20K units XCS30-4 PQ208 Standard ChipPCI Master $20 $10 • <$20 • Flexible • Single-chip Standard Chip • $24 • Inflexible • Multi-chip

11. 12-Channel 16-Bit Analog I/O PMC Board Example 1 PMC-ADADIO • PMC • PCI chip: PLX 9060 • Back-end: Altera FLEX10K40 (Huntsville, AL)

12. Type E Serial Interface Adapter Example 2 GET 10072801 • Fully compliant PCI • PCI chip: AMCC • Back-end: Altera FLEX (El Cajon, CA)

13. 1 Gigabyte 3U CompactPCI Memory Module Example 3 MM-5100 • CompactPCI board • PCI chip: PLX 9080 Master • Back-end: Altera FLEX10K20 (Chatsworth, CA)

14. ASICs with PCI Core • Usual ASIC issues • High NRE • No flexibility (essential for fully compliant PCI) • Long development time • Key PCI core providers for ASIC • Phoenix (Virtual Chip + Sand) • Logic Innovation • Mentor

15. Sell Flexibility and Time-to-Market against ASICs • Easy to validate PCI compliance and debug hardware, e.g., at PCI-SIG’s Plug-Fest (Compliance Workshop) • Boards can be updated if future compliance issues arises • No NRE

16. FPGAs With PCI Core • Best flexibility, integration and cost • Solution must fulfill customer requirements • Predictable - easy to use • Flexible - highest performance • Support infrastructure • Key players • Xilinx - market leader, in the PCI business for 3+ years • Lucent - provides synthesizable core and embedded core • Altera - promotes PLD Applications (Fra) and Eureka (US)

17. Sell Predictability and Flexibility Against Other FPGAs • Only PCI core for FPGAs with guaranteed timing • Including 2ns clock-to-out min timing, and 0 ns hold • FPGA characterized together with core • Pre-defined critical placement and routing • First parameterizable PCI core • Configurable on the web • First core with modular architecture • Core de-coupled from back-end design • Back-end customizable without affecting PCI timing

18. PCI Backend Interface PredictableZero Wait-state PCI Core PCI Backend Interface UserDesign Fixed FIFO PC Interface Fixed DMA Modular ArchitectureBest Flexibility and Predictability Xilinx PCI Solution Customizable FIFO(s) User Design Customizable DMA(s) Competing “Shrink-wrapped” PCI Cores & standard PCI chips

19. Selling Against Other FPGAs • Only Xilinx has necessary PCI infrastructure • PCI specific product team (14 engineers) • Extensive experience (3+ years, 400+ users) • Most complete solution • Core with bridge design examples • Test benches • Prototyping board • Driver development tools and reference drivers • Unique web-based customization • Extensive docs (User’s Guide and Design Guide)

20. Xilinx PCI - a Complete Solution

21. LogiCORE PCI32 interfaces cores • Synthesizable Bridge Design Examples • Testbenches and Simulation Models • Reference drivers (Win95/98/NT) • Full featured driver development tools • Hot PCI - Rapid Prototyping Board • Application SW Xilinx PCI32 Design Kit The Complete PCI Solution

22. Product Roadmap • See the latest Xilinx Weekly

23. PCI Lounge on WebLINX • Password protected area on WebLINX • PCI core configuration and download • Customers must register to get design data • No CD shipped (can be requested) • Customer selects username and password • Product Serial number used as proof of purchase • See tutorial in reference section

24. Designing with Xilinx PCI

25. CORE Configuration Design Entry Design Verification Symbol User DesignHDL or Schematic Functional Simulation Sim.Model Synthesis User design only CORE Designzip or tar Timing Simulation Netlist Netlist Place & Route Netlist Constraints Design Implementation Design Flow LogiCORE PCI32 User’s Guide, chapter 14

26. EDA Tool-Set • Supported tools Verification Tools Design Entry Tools Implementation Tools

27. Support

28. Required Design Experience • See LogiCORE PCI Data Sheets

29. PCI Support • Pre-sales support (Jim McManus) • Selling Xilinx PCI • Post-sales support (Abhijit Athavale) • Resolving customers’ issues • Design services (Umesh Bhat) • Core integration, turn-key projects • Core customization

30. PCI Design Services • Third party design centers for PCI • Owner: Umesh Bhat • Certification program for Xilinx PCI • Existing partners • US: Memec Design Services, Comit Systems, High-Gate Design, Austin Franklin • Europe: Array Electronic (Munich), Enator (Sweden), Multi-Video Design (France) • Xilinx design center - on case by case basis

31. Call to Action

32. Call to Action I 1. Read available literature • PCI Sales Guide on Sales Partners Web • Xilinx Tuesday for latest updates 2. Continue to focus on embedded PCI and PCI add-in board opportunities • Success proven 3. Find the CompactPCI customers • Probably using VME today • Look at telecom, networking, and industrial applications

33. Call to Action II 4. Sell where Xilinx PCI is strong • Medium to high-volume application • Lower total cost • Board space limited applications • Highest integration • Bridges from PCI to a proprietary bus • Highest flexibility • High performance applications • Maximum sustained bandwidth

34. Design Wins

35. High-Performance Color Copier Interface EDOX Document Server • Fully compliant PCI board • PCI and back-end: Xilinx (Bloomington, Minnesota)

36. Compact PCI Local Bus Time and Frequency Processor BC635/637CPCI • CompactPCI board • PCI and back-end: Xilinx (San Jose, CA) Date: February 26, 1997, Page: 36

37. (Huntsville, AL) Graphics Accelerator PCI boards • Fully compliant PCI boards • PCI and back-end: Xilinx • More: 14x Analog Devices DSP processors TDZ 2000

38. Flash Memory PCI Add-In Card for Embedded Systems • Fully compliant PCI board (Reference Design) • PCI and back-end: Xilinx (Chandler, Arizona)

39. Resources Reference Slides

40. Available Sales Collateral • PCI Data Book (May ‘98) • WebLINX PCI Solution Pages • www.xilinx.com/products/logicore/pci/pci_sol.htm • Customer presentation on SPW • www.partner.xilinx.com/common/logicore/pci/ • Application notes on WebLINX and SPW

41. Available PCI Resources • LogiCORE PCI Lounges on WebLINX • http://www.xilinx.com/products/logicore/pci/pci_sol.htm • Xilinx Hotline • Dedicated support engineers • WWW based solutions and PCI Expert Journal • coming soon! • PCI-SIG discussion group • Mailing list subscription information on http://www.pcisig.com/forum.html

42. Available PCI Resources • PCI Boot Camp for FAEs • Requirements • Serious commitment required. 5 days min. • Get trained • Perform Design/Applications work • Must be Level 1 certified • Contact Jim Mcmanus for sign-ups!

43. Pre-Purchase Evaluation • 1. Request evaluation • Email request to PCI Product Manager (per@xilinx.com) • Customer to fill out and sign evaluation form (downloadable from SPW) • Fax form to cores admin + 1 (408) 377-3259 2. Cores Admin sends evaluation code to customer • 3. Customer registers for PCI lounge • Uses evaluation code instead of product serial number • Customer service authenticates and opens up the lounge • Includes all PCI soft deliverables