Author Archives: sanderatmel

About sanderatmel

Sander Arts joined Atmel in September 2012 as Vice President of Corporate Marketing. Mr. Arts brings nearly 15 years of marketing and communications experience in the semiconductor industry. Prior to Atmel, he was Vice President of Marketing and Communications at NXP Semiconductors (formerly Philips Semiconductors). Mr. Arts managed the global internal and external communications programs at Philips Semiconductors prior to the NXP spin-out in 2006. Mr. Arts also developed, implemented and drove the concept of global integrated marketing campaigns, including social media, which resulted in an increase in sales, gross margin and mindshare. He reshaped NXP’s global marketing organization, built sales and credibility with customers and stakeholders across multiple, vertical business segments. Mr. Arts also drove award-winning digital and mobile marketing programs. In 2010, he drove all the marketing activities around NXP’s IPO. Mr. Arts holds a Master’s degree from Radboud Universiteit Nijmegen (The Netherlands). He also holds a certificate in Strategic Marketing Management from the Executive Program at Stanford’s Graduate School of Business. In addition, Mr. Arts is a member of the Dutch Reputation Forum and a member of the executive teaching staff for the Master of Science in Corporate Communications at Rotterdam Business School. He lectures at Stanford’s Graduate School of Business and is a Member of the Advisory Board at Nijmegen University (advises the faculty of Arts) in The Netherlands.

From Shanzhai to OSHW: The Maker Movement in China

Although the Maker and open source hardware movements are a global phenomenon, the DIY culture in China can actually be traced back to the ancient concept of Shanzhai. As Gabrielle Levine, the newly appointed president of the Open Source Hardware Association (OSHWA) notes, China is going to be a huge driving force in the open source hardware landscape.

“There are many similarities between [the local concept of] Shanzhai and the open source hardware community,” Gabriella Levine told OpenElectronics in February. “Both Shanzhai and open source hardware projects borrow information, tools, source code, CAD files and techniques; both improve upon other’s work to accelerate development.”

SeeedStudio founder Eric Pan expressed similar sentiments during a recent interview with Atmel’s official blog, Bits & Pieces.

“MakerSpaces will likely enable a new wave of tech startups in China as in the US,” he confirmed.

“Clearly, hardware development is becoming a more agile process with the aid of [open source] prototyping tools like RepRap and Arduino boards – both of which are helping to facilitate innovation across the world and particularly in China.”

Similarly, David Li, co-founder of Shanghai’s first Maker Space, told The Economist that the DIY movement has inspired the creation of legitimate and innovative products, with socially progressive Makers teaming up with more traditional manufacturers in China.

We at Atmel are at the strategic heart of the international Maker Movement, with a comprehensive portfolio of versatile microcontrollers (MCUs) that power a wide range of Maker platforms and devices, including 3D printers (MakerBot Replicator 2 and RepRap), the vast majority of Arduino boards, as well as Adafruit’s Gemma, Trinket and Flora platforms.

Indeed, Arduino boards are currently used by millions of Makers, engineers, schools and corporations all over the world. At least 1.2 million Atmel-powered Arduino boards have been sold to date, with the ATmega328-based Uno being a particular Maker and prototyping favorite. Of course, stand-alone AVR microcontrollers like the tinyAVR lineup are also popular amongst the DIY crowd.

As we’ve previously discussed on Bits & Pieces, an increasing number of Makers are kicking off project prototyping with Atmel-based Arduino boards. Concurrently, we are also seeing a jump in professional engineers relying on Atmel-powered Arduino boards to create initial models for their devices, platforms and solutions.

According to Gartner, 50% of companies expected to help build the rapidly evolving Internet of Things have yet to coalesce. This is precisely why Atmel views China’s Maker Movement as one of the primary tech incubators for future IoT companies and devices, many of which will undoubtedly use Atmel microcontrollers (MCUs) to power their respective platforms.

Atmel will proudly be attending Maker Faire Shenzhen this year on April 6-7. Our booth – #4 – is located right next to Center Stage. We’ll be showcasing a number of Atmel-powered products including a Zigebee-based lighting demo, robotic model car, various Seeeduino boards, the Rainbow Cube (LED light controlled by Atmel MCUs) and an e-ink badge.

I’ll also be giving a presentation about Atmel microcontrollers, the IoT and Makers at 2PM on April 7th at the Center Stage. Hope to see you there!

Atmel’s Tech on Tour mobile trailer hits the road



Atmel’s Tech on Tour (ToT) crew has tirelessly crisscrossed the globe for many years, offering hands-on technical training for a wide range of company products. This month, Atmel kicked off a new ToT era with a tricked-out mobile trailer that will be hitting the road this month.

The versatile mobile training center allows visitors to interact with a plethora of next-gen Atmel tech, including AVR and ARM based microcontrollers, automotive and crypto solutions, microprocessors, Internet Of Things (IoT) products, wearable devices, 3D printers, touch sensors and XSense.

In addition to hands-on training, Atmel will leverage the fact that it is at the heart of the Maker Movement and well positioned at the center of IoT innovation. From my perspective, the IoT will be led by a rising generation of tinkerers, inventors and innovators. These are dedicated people who are working out of universities, garages and small companies. We will go and meet them.

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Our mobile Tech on Tour trailer provides a familiar setting for customers, engineers and Makers, as well as designers, students, professor and executives. We want to meet people in the market working on projects like electronics, robotics, transportation, alternative energy and sustainable agriculture. That is why we are offering hands-on training and access to soldering irons, along with a chance to brainstorm about the future together.

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To be sure, the ToT trailer is quite a scalable platform, functioning not only as a mobile training center, a showroom and conference center, but also as a trade show booth, entertainment center, content creation platform, executive meeting center, recruitment platform, tech support center and employee engagement engine.

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On top of that, we are partnering with all global distribution partners, customers, third parties, Makers, government officials and universities to bring Atmel to the market. We are very excited about the concept and the pull from the market and distribution partners has been very promising.

Note: You can request a ToT stop at your location here.

Atmel is building the Internet of Things (IoT)

The Internet of Things (IoT) refers to a future world where all types of electronic devices link to each other via the Internet. In 2009, there were 2.5 billion connected devices; most of these were mobile phones, PCs and tablets. By 2020, there will be over 30 billion connected devices of far greater variety.

According to Gartner, 50% of companies expected to help build the rapidly evolving Internet of Things have yet to coalesce. This is precisely why Atmel views the Maker Movement as one of the primary tech incubators for future IoT companies and devices, many of which will undoubtedly use Atmel microcontrollers (MCUs) to power their respective platforms.

MakerBot, which manufactures the Atmel-powered Replicator 3D printer, is a perfect example of a Maker-inspired company that emerged from nothing, yet was recently acquired for approximately $600 million by Stratasys. Adafruit, responsible for designing the Atmel-powered Gemma, Trinket and Flora platforms, is another example of a successful company started by Makers, for Makers. Of course, Atmel is also at the heart of multiple Arduino boards used by millions of Makers, engineers, schools and corporations all over the world.

There is a reason Atmel’s MCUs and MPUs are the silicon of choice for both Makers and industry heavyweights. Simply put, our low power sipping portfolio, which includes WiFi capability and extensive XSense integration options, is optimized for a wide variety of devices, ranging from IoT wearables to more stationary industrial platforms with connected capabilities such as smart grids and home appliance automation. Indeed, an IoT-enabled smart grid equipped with advance sensors offers huge energy savings, helping to create a green and sustainable future by conserving power and reducing water consumption.

Clearly, the age of IoT is already upon us. To be sure, over three-quarters of companies are now actively exploring or using the Internet of Things (IoT), with the vast majority of business leaders believing it will have a meaningful impact on how their companies conduct business. As noted above, the number of “things” predicted to be connected to the Internet by the end of this decade range from a staggering 30 billion to 50 billion.

According to Clint Witchalls, the Internet of Things is a quiet revolution that is steadily taking shape. Businesses across the world are piloting the use of the IoT to improve their internal operations, while preparing a stream of IoT-related products and services. Consumers might not (initially) recognize them as such, but that will not stop them from being launched, as few end users need to know that user-based car insurance, for example, is an IoT-based application.

From our perspective, the IoT represents one of the greatest potential growth markets for semiconductors over the next several years. That is precisely why Atmel remains focused on designing the absolute lowest power sipping products, particularly with regards to microcontrollers (MCUs) which offer maximum performance and meet the requirements of advanced applications. Atmel also offers highly integrated architecture optimized for high-speed connectivity, optimal data bandwidth and rich interface support – making our microcontrollers ideal for powering the smart, connected products at the heart of the IoT.

Atmel builds a world of touch for the IoT

It is rather difficult to imagine life without touch in an age characterized by the rapidly evolving Internet of Things (IoT). If you think about it, the digital world today seems centuries away from the 80’s when desktop PCs reigned supreme with limited input peripherals such as noisy clicking keyboards, wired mice, and cumbersome joysticks.

Photo Credit: Engelbert Reineke (Wikipedia)

Fast forward to 2013. Instead of PCs monopolizing entire desks and racking up huge electric bills, our world today is ruled by a plethora of touch-enabled mobile devices like smartphones and tablets. Atmel CEO Steve Laub probably put it best when he told the Wall Street Transcript that touch is generally considered to be the preferred method for current-generation consumers to interface or interact with electronic devices.

“For the last three years, [Atmel has] been the world’s leading provider of mobile touch solutions, so our technology and products are changing the way people use and interact with electronic [devices],” Mr. Laub explained. “Our technology is also changing how they view the world and the ability to interact with the world.”

So let’s take a quick look at Atmel’s expansive touch portfolio. Our lineup of touch-based products is headed up by maXTouch microcontrollers – the direct culmination of touchscreen engineering efforts spanning more than 15 years. Our international team of engineers have produced an optimal and scalable capacitive touchscreen architecture virtually unrivaled when it comes to sensing a user’s input, whether on a tablet, smartphone, meter, control panel (both for industrial applications and consumer appliances) or inside a vehicle.

Unlimited-touch options facilitate a wide range of new possibilities for interface designers. By recognizing as many touches as people have fingers, the technology can support a variety of multitouch gestures anywhere on the surface. In addition, unlimited touch makes it possible for the device to detect and ignore unintended touches, such as the pressure of the user’s ear, cheek or hand grip.

The latest development is XSense touch sensors. These provide a highly flexible, high-performance alternative to traditional touch sensors – allowing engineers to develop light, sleek touch-based designs that are edgeless or wrap around an edge, have narrow borders, and boast curved surfaces. XSense is an exciting new extension of printable electronics, where a microscopic copper mesh provides better performance and clearer displays than legacy ITO (indium tin oxide) touch screens.

Lastly, Atmel’s buttons, sliders and wheels boast excellent precision and reliability on any touch-sensitive device, as the solution is designed to support simple configurations of 1 to10 buttons and scanned-matrix configurations of up to 48 buttons.

To sum it up, Atmel’s maXTouch family of touchscreen controllers offer superior performance and low-power consumption in a single integrated circuit. Our capacitive touch technology and algorithms, combined with an optimized and touch-sensing enabled Atmel AVR microcontroller, provide an unlimited number of touches, fast response time, stylus support and low power consumption.

These capabilities significantly enhance the consumer experience, changing the way the world interacts with electronic products. And best of all, it provides our customers with a leading edge, comprehensive multi-touch solution for a wide range of new applications in smartphones, tablets, notebooks, gaming consoles, GPS, POS terminals and multi-functional peripherals.