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TI discusses market strategy for Value Line MCUs

Posted: 29 Apr 2010     Print Version  Bookmark and Share

Keywords:MSP430F2xx  microcontroller  Value Line 


Thakurdesai: The Value Line has been tailored with features and capabilities that are most important to cost-sensitive customers.

Texas Instruments Inc. (TI) recently launched the MSP430 Value Line microcontrollers with a roadmap of 100-odd devices to be released over 15 months (see Low cost 8bit MCU line offers 10x performance). The MCUs will deliver a 16bit performance and what TI claims industry leading ultra-low power consumption at 8bit microcontroller prices.

In a written response to questions from EE Times India�s Shalmili Sait, Shailesh Thakurdesai, business development manager, microcontrollers, TI India, discusses the company�s Value Line and product strategy.

EE Times India: Given the large number of devices planned, how do you plan to keep this a cost-effective strategy? How will the company achieve volumes to keep the overall cost down?

Thakurdesai: The strategy involved in having 100+ devices is to be able to cater to multiple applications. The cost effectiveness is achieved by re-utilising some existing IPs within our product groups and also by penetrating into high volume markets.

Does the market need so many variations?
The new MSP430 value line is a direct response to customer feedback. We were able to modify our popular MSP430F2xx MCUs to provide cost-sensitive 8bit developers with the tailored features that are most important to them without sacrificing the compatibility, performance and ultra-low power inherent to the 16bit MSP430 architecture. By providing more than 100 low-cost options, we are giving developers a broad portfolio of configurations to allow them to select the part that best fits their needs. Not only is TI able to offer cost competitive device pricing, but we are also able to significantly reduce customers' system cost through our increased analogue integration and ultra-low power consumption features (increasing battery life significantly).

The ultra-low cost microcontroller market has traditionally been the domain of low-end 8bit microcontrollers. 16bit microcontrollers, while having better performance, have been seen too expensive. Recently, we've seen the need for increased performance in the growing low-end 8bit market. With the Value Line, developers have access to more performance, lower power consumption and a broader set of features and peripherals as well as compatibility with the entire MSP430 platform at the price range of the low-end 8bit microcontrollers they have been working with.

What need does this particular line of MCUs seek to address?
TI is extending its 16bit MSP430 microcontroller family to deliver more than 100 new MCUs throughout the next 15 months starting at 25 cents [Rs.11.54] to address the low-cost microcontroller markets. The new MSP430 Value Line offers developers up to 10X performance and 10X battery life over competitive low-cost 8bit MCUs so that developers no longer have to sacrifice functionality and power-efficiency for cost. The first 27 devices became available to order on March 2.

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