1. Design Win Replication: FX3: Cypress USB 3.0 Solution for HD Video
Sharper Images From a One-Chip Solution:
FX3 Powers the World’s Most Advanced HD Video Cameras
Presentation: To provide an engineering overview to customers for a Cypress solution
Title slide: To define what the presentation will cover. The subtitle is a one-sentence statement of the key opportunity.

2. Video Cameras Now Require HD
The market requirements for video cameras are changing
Cameras require HD video capabilities such as higher resolution, higher frame rates, and richer color
Your competitors are designing HD video cameras today for multiple markets
Machine vision, surveillance, medical imaging, biometrics and video conferencing
Incorporate HD video quickly and easily into your next video camera project
Video Conferencing Camera
by Polycom
Machine Vision Camera
by IDS Imaging
Market Vision: To define the market opportunity. Presents compelling data and end product photos relevant to the local market, Should use compelling photographs of actual FX3 products. 3

3. Terms You Will Hear Today
USB 3.0 (SuperSpeed USB)
Operates at 5 Gbps—10x faster than USB 2.0 (Hi-Speed USB)
Distributes 1.8x more power to bus-powered devices than USB 2.0
Provides backward compatibility with USB 2.0
USB 3.0 Physical Layer (PHY)
The circuitry that transmits and receives USB data
Contains both a SuperSpeed PHY and a USB 2.0 PHY
USB 3.0 Host, USB 3.0 Device
The USB 3.0 Host (e.g., a PC) directs traffic flow and distributes power over the bus
The USB 3.0 Device (e.g., a hard disk drive) is a peripheral on the bus
USB 3.0 Peripheral Controller
A microcontroller in the USB Device that handles the USB 3.0 protocol and communicates with the USB Host
Bandwidth
Bandwidth = # pixels per frame (resolution) x frames per second (frame rate) x # color bits per pixel (color depth)
e.g., Bandwidth required by 1080p video = 2.07 megapixels x 60 frames per second x 24-bit color = 3 Gbps
Compression
Reduces the Bandwidth requirement of an image using a mathematical algorithm
Modifies pixels, degrading image quality
Requires a Compression engine implemented with FPGA and DRAM
HD (High-Definition) Video Standards HD
Std
Column Pixels
Row Pixels
Mega- Pixels
Scan
Type
1080p
1920
1080
2.07
Progressive
1080i
Interlaced
720p
1280
720
0.92
Terms of Art (ToA): To clearly define all ToAs used in the presentation. To carefully and fully define Cypress-proprietary ToAs needed to explain our system solution. 4a

4. Additional Terms ISP (Image Signal Processing) USB 3.0 Driver Firmware
Algorithms implemented in an FPGA or image sensor to enhance the image quality
Operations that turn raw data produced by an image sensor into digital images
USB 3.0 Driver
The software program in the host system that operates or controls the USB 3.0 Device attached to the computer
Firmware
A software program stored in the nonvolatile memory of an IC that configures and controls the function of the hardware
USB Video Class (UVC)
A specification that defines the standard behavior of a USB video camera, known as a “UVC camera”
Widely adopted in consumer cameras and supported by major PC operating systems
AMCap
A third-party software application to capture and view video on PCs
Can be purchased and downloaded from the Internet
Terms of Art (ToA): To clearly define all ToAs used in the presentation. To carefully and fully define Cypress-proprietary ToAs needed to explain our system solution. 4b

5. FX3 Terms
EZ-USB® FX3™
Cypress’s programmable USB 3.0 Peripheral Controller with integrated USB 3.0 PHY
Includes powerful on-chip ARM9™ processor and 512 KB RAM
Provides additional peripheral connectivity via I2C, I2S, SPI, and UART
Includes a Software Development Kit (SDK) with example code to reduce your design effort
GPIF™ II (Second-generation General Programmable Interface)
Programmable 32-bit bus that allows FX3 to communicate with any system at 100 MHz
GPIF II Designer
Design software that installs on your PC
Contains simple GUI (Graphical User Interface) to configure the GPIF II
Simulates GPIF II to help meet the system requirements
GPIF II Descriptor
A set of predefined configurations that defines the behavior of the GPIF II
FX3 API
A set of predefined interfaces that simplifies the development of FX3 Firmware
Cypress Control Center
Simple GUI in the FX3 SDK that programs the FX3 Development Kit (DVK)
EZ-USB FX3 HD 720p Camera Kit
A USB 3.0 video camera reference design featuring the FX3 and an Aptina HD 720p image sensor
The kit contains 1) FX3 Development Kit, 2) Aptina Image Sensor Headboard, and 3) Interconnect Board
Terms of Art (ToA): To clearly define all ToAs used in the presentation. To carefully and fully define Cypress-proprietary ToAs needed to explain our system solution. 4c

6. Design Problems Engineers Face
1. HD video requires Bandwidth up to 3 Gbps
USB 2.0 Bandwidth is only 480 Mbps
2. HD video on USB 2.0 requires Compression, which
Degrades image quality
Requires bigger BOM with FPGA/DRAM Compression engine
Consumes significant extra engineering effort and design time
3. The market demands small-form-factor HD video products
Multiple-chip solutions require a large PCB, making miniaturization difficult
FX3 by Cypress solves these problems
FX3 provides 5-Gbps Bandwidth – 10x the Bandwidth of USB 2.0
FX3 eliminates the need for Compression, creating perfect HD images
FX3 is a one-chip solution that dramatically reduces PCB and camera size
Cypress’s FX3 one-chip solution enables perfect images in
small-form-factor HD video products
USB 2.0 two-chip solution for HD video: low-quality, compressed image
USB 2.0
FPGA
Low-quality,
compressed image
DRAM
FX3 one-chip solution for HD video: sharp, uncompressed HD image
USB 3.0
FX3
Sharp, uncompressed
HD image
Traditional Approach and Challenges: To present the traditional approach and the challenges engineers will face when using it to realize the Market Vision. Ends with a one-sentence segue clearly stating the benefit of the Cypress solution. 5

7. FX3 Solution: HD Video Made Easy
GPIF II connector
The GPIF II is programmed to match the interface
The state diagram of an image sensor interface
USB 3.0
connector
Upgrading a complex USB 2.0 HD video camera to USB 3.0…
Is simplified by FX3 with programmable GPIF II…
Prototyped quickly using the FX3 DVK…
And miniaturized into an ultra-compact industrial camera design by Ximea
26.4 mm
19.1 mm
To get started, you should:
Get the EZ-USB FX3 HD 720p Camera Kit by following the online instructions
(Camera Kit = FX3 DVK + Aptina Image Sensor Headboard + Interconnect Board)
Download and install FX3 Software Development Kit (SDK) on your PC
Read Application Note:
AN Interfacing an Image Sensor to EZ-USB FX3 in a UVC Framework
Run the code examples in this Application Note to start your camera design:
1. Configure GPIF II for your image sensor
2. Design FX3 Firmware using the SDK
3. Program the FX3 DVK using the Cypress Control Center
Start streaming HD video to a USB 3.0 PC
1.04” x 1.04” x 0.75”
Cypress Solution: To introduce CY products and show compellingly how they solve the challenges highlighted on the previous slide. To provide a short, clear list of what to do to get started. 6a

8. First: Configure GPIF II for Image Sensor
FX3 Example Project demonstrating GPIF II interface customization for an image sensor
Initiate a new project using Cypress supplied interfaces or design your own
Select the type, bus width, and I/Os of the desired interface
Create a state machine that matches interface timing
Visualize state transitions and associated output signals
Generate GPIF II Descriptor to be used in the second step – Design FX3 Firmware 1 2 4 3 5
Cypress Solution: To introduce CY products and show compellingly how they solve the challenges highlighted on the previous slide. To provide a short, clear list of what to do to get started. 6b

9. Second: Design FX3 Firmware in SDK
FX3 Example Project demonstrating UVC firmware design in FX3 SDK
Use the UVC example code as a reference to write your FX3 image sensor Firmware in C code. Insert the GPIF II Descriptor into the project directory
Compile the image sensor Firmware by clicking the “Build” button
Use the Application Note “Interfacing an Image Sensor to EZ-USB FX3 in a UVC Framework”
Learn about FX3 functionality by reading the “FX3 Programmers Manual” and the “Firmware API Guide” included in the SDK 1 2 3 4
Cypress Solution: To introduce CY products and show compellingly how they solve the challenges highlighted on the previous slide. To provide a short, clear list of what to do to get started. 6c

10. Third: Program the FX3 DVK
Connect the Aptina Image Sensor Headboard to your FX3 DVK in two steps: 1. Attach Interconnect Board to the GPIF II connector of the FX3 DVK 2. Attach Aptina Image Sensor Headboard to the Interconnect Board Connect FX3 DVK to the PC via a USB 3.0 cable and install Cypress USB 3.0 Driver Program the FX3 DVK with image sensor Firmware using the Cypress Control Center FX3 DVK will reconnect to the PC automatically as a UVC camera Run AMCap or equivalent software on the PC to view live HD 720p video
Program the FX3 DVK to start streaming HD video to a USB 3.0 PC
Interconnect Board 1
FX3 DVK (CYUSB3KIT-001)
5V power jack
JTAG headers
720p
Image sensor
Aptina Image Sensor Headboard
USB 3.0
connector
FX3
GPIF II connector 2
RS232
connector
I2S headers
SPI headers
Cypress Solution: To introduce CY products and show compellingly how they solve the challenges highlighted on the previous slide. To provide a short, clear list of what to do to get started. 6d

11. FX3 USB 3.0 Solution Example – Machine Vision Camera
EZ-USB FX3 Value
Block Diagram
Design Challenges
Deliver HD video without Bandwidth limitations
Eliminate need for expensive Compression components
Enable small form factor camera designs
EZ-USB FX3
5-Gbps Bandwidth enables HD video without Compression
GPIF II connects FX3 to any sensor or FPGA
Powerful on-chip ARM9 CPU and 512 KB RAM provided
I2C, I2S, SPI, UART peripheral interfaces provided
10-mm x 10-mm, 121 ball-grid-array package
EZ-USB® FX3™
One-Chip Solution
JTAG
512 KB RAM
(32 End Points)
ARM 9
Image Sensor 32 32
GPIF II
8-32 32
USB 3.0
Parallel
I/F 32
USB 3.0 Enabled Host
Suggested Collateral
UART
I2C
SPI
I2S
App Notes: Getting Started with FX3
FX3 Hardware Design Guidelines
Interfacing an Image Sensor to EZ-USB FX3 in a UVC Framework
Videos: FX3 Performance Potential
Machine Vision Camera Demo
FX3 HD 720p Camera Kit Demo
Documents: FX3 Programmers Manual
FX3 Firmware API Guide
Boot
Control
SPI Flash
Industrial Camera
by Ximea
Machine Vision Camera
by IDS Imaging
Boards and Software
Kits: EZ-USB FX3 DVK (CYUSB3KIT-001)
EZ-USB FX3 HD 720p Camera Kit
Software: EZ-USB FX3 Software Development Kit
GPIF II Designer
Solution Examples: To give detailed one-page Solution Examples from the field in the specified format. 7

12. FX3 Solution vs. Competition’s
19 mm
10 mm
12 mm
19 mm
12 mm
10 mm
Feature
FX3
USB 3.0 IP + FPGA + TI PHY
USB 3.0 One-Chip Solution
Yes No
Code Examples
20+
None
Solution Size
100 mm2
505 mm2, plus additional layout space
USB 3.0 IP Cost
Free
~$100K plus royalty
Development Kit Price
$397
$1,990 (includes FPGA Xilinx Spartan 6)
Programmable Parallel Bus
Yes, GPIF II
Competitive Comparison: To define key features of the Cypress solution and demonstrate its superiority over the Next Best Alternatives (NBA’s). Must be credible and objective to the salesperson and customer. 8

13. FX3 HD Video Solution Value
Competitor
FPGA: Xilinx Spartan 6
Price: $18.221
BOM Integration
USB 3.0 PHY: TUSB1310 family
Price: $6.602
USB 3.0 IP Core: Synopsys license fee: $100K Amortized over 100ku
Price: $1.00
Additional Value
PCB savings: FX3 = 100 mm sq vs. 505 mm sq competition
Value added: $0.04
Reduced Effort: FX3 saves 20 man-week of engineering effort
at $5K per man-week; amortized over 100ku
Value added: $1.00
Competitor
BOM Integration Value
Total Additional Value
Total Value Delivered
Target Cypress Solution:
CYUSB3014-BZXC
Total Cost:
$16.803
37% Total Savings:
$10.06
1 1ku Digi-key pricing on 3/20/2015
2 1ku TI.com pricing on 3/20/2015
3 1ku Cypress.com pricing on 3/20/2015
EVC Slide: To clearly define the value of the Cypress solution, including BOM integration and unique functionality. 9

14. Here’s How to Get Started
1. Watch our demo video: FX3 for HD Video
2. Read the “Getting Started with EZ-USB FX3” Application Note: AN75705
3. Buy the $397 EZ-USB FX3 DVK: CYUSB3KIT-001
Digital Microscope
by Motic China
Ultrasound Unit
by Alpinion Medical Systems
Biometrics Scanner
by Cross Match
Call to Action: To tell customers how to start their design process. 11

15. References and Links
Maximum Throughput Performance Demo Video: FX3 Performance Potential
Machine Vision Camera Demo Video: FX3 Machine Vision Camera Demo
EZ-USB FX3 HD 720p Camera Kit Demo Video: FX3 HD Camera Kit Demo
EZ-USB FX3 Application Note:
Getting Started with EZ-USB FX3: AN75705
Gives highlights of USB 3.0 technology and an overview of the FX3 architecture, software, and collateral
Shows FX3 SDK setup, Cypress USB Driver installation, Firmware download, and USB 3.0 traffic verification
EZ-USB FX3 Hardware Design Guidelines and Schematic Checklist: AN70707
Shows how to design a board with 5 Gbps USB 3.0 traces
Interfacing an Image Sensor to EZ-USB FX3 in a UVC Framework: AN75779
Describes a USB video class (UVC) video streaming application where FX3 streams images from an image sensor to a USB Host
Optimizing USB 3.0 Throughput with EZUSB FX3
EZ-USB FX3 Development Kit: CYUSB3KIT-001
EZ-USB FX3 HD 720p Camera Kit: FX3 HD Camera Kit
Software Development Kit: EZ-USB FX3 SDK
Provides Eclipse IDE, ARM GCC (GNU Compiler Collection), Cypress USB 3.0 Driver, example code, FX3 Programmers Manual, and Firmware API Guide
GPIF II Designer: GPIF II Designer
References and Links: Provide comprehensive view of resources to assist in learning about and adapting the solution. 13