Winning in HDMI
This presentation will focus on the winning strategy that Agilent executed to totally dominate the compliance testing of HDMI 1.3. 1
Message we deliver : we focus we persist we deliver, we support.
We are on top of the HDMI mountain and can prove it…
It takes focus, persistance and talent to deliver. We have and we can support you as you climb the HDMI mountain.
Sometimes it may look like someone is on top from your perspective but it may not be
Sometimes it may look like someone is on top from your perspective but it may not be true… you need someone who you can trust to verify. In my presentation today I will address our journey to the top and show you a case where it seemed like our competitors were on top but really werent. Agilent climbed the mountain and made it there . I will detail some ‘History’ Agilent History and will then tell you about our worldwide model and strategy to win in this area… along the way I will talk about the solutions and how they rolled out and show how we won. I will briefly address where HDMI is going as well and then of course conclude with a few closing remarks
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The history starts with DVI actually because of their similarity. The fundamental silicon structures are the same and are as depicted here. The main difference is in the data rates or the size of the video fields. DVI enjoyed the benefits of straddling the CE and the PC markets while HDMI primarily addressed CE because of its promise of having one cable handle video and audio.. One of the obvious benefits for HDMI is its size. One reason you see this is because DVI had a model of backward compatibility with VGA… it also allowed for dual links. Both t h l i
technologies are limited to about 5 meters though original estimates indicated 15 meters. li it d t b t 5
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This ended up being a motivator for a disruption in HDMI ultimately…and we will get to that in a little bit of time.
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The History story starts with DVI which is run by DDWG..Digital Display Working Group which is sponsored by Intel who invented the HDCP and Silicon Image who owns the patents and IP on the TMDS signalling used in DVI and HDMI
For compliance testing, Jay Alexander set the strategy that we can develop test compliance packages where we can incorporate our knowledge of our instrument, our knowledge of test and our understading of the the specification to delvier a package that enables engineers to use as little time as possible doing complaince and pre compliance testing… we do what we are good at So you can do what you are good at. Malaysia figured d h t
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prominently in his strategy because we had a engineering work force that knew about measurements and software. In so doing we also have a support ability for Asia that is REAL time.
Now one of the problems we had in DVI since we were second was that our interpretation of the test specification gave us very different answers than our competition who was already on the compliance mountain We told Silicon image compliance lab about the
already on the compliance mountain. We told Silicon image compliance lab about the problem and they indicated that it was too late for interpretation change of the specification that we should figure out how to do equivalence. This is the issue of seeing someone on the mountain and assuming they actually got to the top!!!
By the way, the acquisition mode of the compeitition was misleading and it lead to an over estimate of sampled UI more than 10x our interpretation. When evaluated on a per edge g
y
basis we got statistically the same results.
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We continued our development with the HDMI solution for source test only… while decent business.. We didn’t penetrate into the Authorized testing centers as depicted here bottom right hand corner. Mainly this is because the HDMI.org leaders wanted to include only company solutions that addressed both source and sinks. Now this is quite unusual as standard organizations don’t do this normally… but it was very difficult for us to justify further effort in sink test area.
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1.3 Became a huge disruption because the methods and equipment needed to change… scopes BW went to 8 GHz and rates went from 1.5 to 3.4 Gb. Further a new construct, equalization, was going to be added. Originally there was going to be an idea called the ‘golden equalizer’ that was to be specified for receivers… the idea was to equalize in very specific way so that equivelant eye at the receiver detection poiint could be shown. Also the previous solution NEVER put jitter on both clock and data lines. In addition, the signal source being used in the ATCs was nderperforming at 1.5 Gbs so it would NOT work at the higher rates
higher rates.
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Story of sw development…Kok Eu and I at Silicon Image Sunnyvale.
This map shows the Agilent engagement in HDMI 1.3 that continues to this day. Let me describe the vario
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This slide depicts success in HDMI ATCs… describe by name all the ATCs and how important they are to the ecosystem AND to our customers.
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A different view of our engagement but very impressive. We maintain our development presence in Asia(Malaysia) so a benefit to you is that in addition to the excellent Agilent field support in China, you have real time support in the applications
Also the slide shows the global nature of Agilent.. That many divisions AND individuals are focused on HDMI
Go through all the different products and mention field and ae support.
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We focused persisted and delivered and are positioned to continue to support HDMI in the future
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