Zack Weisfeld, M-Systems, Inc., Corp. V. P. and General Manager

The Big Shot: A Multimedia Memory Challenge for Feature Phones

Abstract

User cravings for visual connectivity through multishot stills and video recording are pushing the limits of technology in the handset market. The feature phone, formerly providing only voice and text connectivity, is a prime example. Its architecture is being upgraded to make it multimedia-fit, both qualitatively and quantitatively.

NAND flash is replacing NOR flash memory in feature phones as a faster, more cost-effective solution in high capacities. But NAND flash has its own challenges:

· Interface compatibility: Standard baseband processors used in feature phones do not support NAND interfaces; neither are software drivers readily available. This poses problems for designers used to working only with NOR.

· Data reliability and ruggedness: NAND flash requires error detection and correction. The sheer quantity of multimedia data, and expanded OS and application storage requirements, compound the need for a rugged file system that can store data reliably, even if there is a power failure.

· Real-time performance: An interruption in the flash ability to write data fast enough to support high data flow, typical of multishot photography and video recording, can cause operation failure.

M-Systems will share its expertise as how best to overcome these challenges. It will draw from its experience with NAND flash manufacturing partners - such as Toshiba and Samsung - and top smart phone manufacturers who currently implement M-Systems’ NAND-based Mobile DiskOnChip flash technology - such as Samsung, PocketPC, Palm and Symbian – to bring insights to participants on multimedia memory requirements and NAND flash technological advances.

Biography

As corporate vice president and general manager of M-Systems USA, Zack manages M-Systems’ staff and activities in the US. Previously, he served as the vice president of marketing for the Mobile DiskOnChip product line. He has held numerous general management, marketing and business development positions for companies, including Microsoft and J. Walter Thompson. Zack earned a B.A. in Economics and an MBA from Kellogg business school, Northwestern University.

While serving as vice president of marketing for the Mobile DiskOnChip product line, Zack oversaw M-Systems’ efforts with the wireless design market. In this position, he had ongoing contact with carriers and OEMs regarding their present and future memory requirements for smartphones. Zack would like to share some of this knowledge with delegates, and present smartphone platform producers with memory system alternatives for their consideration.

Zack has extensive experience speaking at major industry events, including: Storage Visions 2003 and 2004, Consumer Electronics Show (CES) 2004, Global Mobile 2003, C-Summit 2004, Semico Outlook 2003 and Denali MemCon 2003.