Atsana takes next step in launching multi-media processors; inks development deal

Atsana Semiconductor Corp. is confident that a recently signed co-development agreement with a major U.S.-based camera-on-a-chip company will translate into larger deals with handset and wireless device OEMs. Last month, the Ottawa-based multimedia processor developer (formerly known as Lumic Electronics) inked an agreement with OmniVision Technologies Inc. of Sunnyvale CA to develop a chip level reference design platform that is expected to improve the performance of video-enabled handsets and wireless cameras. Atsana COO Michael Krause says the agreement will enable the company to tackle two emerging markets, both here and abroad: camera accessories for handsets and wireless PC cameras. He explains that by mating the company’s multimedia processor with the imaging sensor produced by OmniVision, these camera accessory modules will turn a cell phone into a camera capable of taking a series of still photos or 10 seconds of full motion video. Similar to what is currently taking place with Bluetooth modules, these new camera modules will allow Atsana to address the existing market of handsets. "It’s a little bit like walking before you run, where people can get familiar with the technology," Krause tells Report on Wireless. "It lets people take pictures with their (handsets) and helps us to penetrate the existing market of handsets already deployed today. "(This) also allows us to build relationships with the handset OEMs such that when they start to incorporate these kinds of functions inside phones, they’re familiar with the technology. It lets us play in the market today without having to wait for the full 3G deployment," he adds. While the first target market is largely on the consumer side, wireless PC cameras have the potential to address both consumer applications and serve as commercial tools. On the consumer side, Krause explains that parents who want to show off their newborn to visitors without waking the baby can simply place a wireless PC camera in the baby’s bedroom, for example. On the corporate side, assembly line inspection at a vehicle manufacturing plant is a potential application. Going one step further, Krause says that the wireless PC camera could have a dramatic impact on the surveillance and security markets, where the cameras would be networked and controlled from a central location. He says this is one area that could take full advantage of the company’s flexible, programmable and power efficient architecture. "Aside from it being power-efficient and cost-effective, it scales linearly with image size," he explains. "So we know how to get to higher levels of resolution today just through a relatively simplistic scaling of the architecture." Refocused strategy to pay off later this year About 18 months ago in an interview with Report on Wireless, Atsana representatives said that its multimedia processor would go into production late last year and would appear in handsets destined for the market this year (RoW, Oct. 30/00). Krause admits that the downturn played a small part in product delays. "But we recast our development program and refocused our markets slightly," he says. "We also had some changes in technical strategy." Krause explains that Atsana is in hard development of the multimedia processor right now and expects to release the product in the third quarter of this year. Revenue should begin rolling in Q4, he adds. Design wins for the mobile multimedia reference design should also be announced before the end of the year. "Certainly, talking about wireless and battery-operated applications, it’s non-negotiable if you’re not there as far as power and cost," Krause notes. "We think we’ve got those nailed and we think we’ve got a real sweet spot as far as the attributes our technology brings and the demands we’re seeing in our target marketplace."

Atsana takes next step in launching multi-media processors; inks development deal

News | May 13, 2002

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