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In embedded systems and likely in other markets, the need to go “green” will come from customer demand for reduced power consumption rather corporate citizenship. This might be stating the obvious in that, of course, companies are far more motivated by money or costs than by the need to protect the environment. However, in embedded systems the move to lower power consumption is becoming a more universal concern than one specific to mobile or other battery-powered devices.
Power management has traditionally been the concern for devices that needed to have good battery life. In fact, battery life for mobile devices can be a differentiator in the marketplace. We all hate when our mobile phone runs out of power just when we want to phone home.
Power management and system power consumption are becoming more a general problem in embedded systems. Certainly, power consumption because of thermal concerns has always been a system design problem but how much electricity consumed by a system has been less so. Consider the mobile phone network infrastructure. There is huge computing power put in every base station and they consume a huge amount of power. It’s estimated that mobile networks worldwide consume 43 billion KW/h per year (roughly 2W per user). Assuming residential power rates here in Ontario ($0.08/KW/h) that is $3.4 billion per year. Power consumption in the mobile networks will become a big focus as electricity rates climb. The motivation will be mostly to reduce costs but the side benefit will be reduced electricity consumption. Companies can then claim they are going green and look good while saving money at the same time. A win-win situation.
On the technical side, what will enable this? Already we are seeing higher computing power with lower TDP in multicore processors and supporting chipsets. This trend will continue as the customer demand for lower power intensifies. Unfortunately, the software side is behind the curve in this respect. In general, embedded RTOSs have poor support for power management. This need to change quickly to enable the power saving capabilities in the processors. Once the hardware and software capability is there, I think we’ll see an increasing use of power management in the non-traditional markets.

I keep telling anyone who will listen (and some who don’t really want to) that product managers and marketers shouldn’t stop talking about multicore. Of course, this is specific to one’s own market but if you are in the embedded business these are still the early days. The embedded market is really a vast mixture of different types of products and applications and the applicability of multicore chipsets is different for each. In networking applications, multicore has come and is already designed in. In fact, these companies are on 2nd and 3rd generation chips with 8 to 16 cores. Industrial and medical companies are following but likely to adopt multicore chips in the coming 2-3 years. Some market segments may take even longer, such as aerospace and defense.


The product manager role changes from company to company and can evolve while your in the role over time as well. Ideally a product manager should be forward looking, helping guide the company on where the next opportunities are while still making sure the next release is satisfying as many business and customer needs as possible. Where I see a disconnect is in gathering and managing requirements. Surely it is the product manager’s role to feed requirements into the software development engine but does it make sense to make the product manager the requirements manager? The problem with doing so is that the product manager ends up with so much day-to-day details there is no time for the forward looking part of the job.
ts never easy to be removed from your current money earning position, a change of place and facing a new challenge is good. A couple of things I’ve learned:


