>>live from San Francisco. It's the Q covering Micron Insight 2019 to You by Micron. >>Welcome back, everybody. We hear a Pier 27 in San Francisco. Beautiful day. David Floor is my co host on Day Volante, and this is Micron Inside. 2019. Jeff Baylor is here. He's the corporate vice president of the embedded business unit at Micron. Jeff, great to see you again. >>Thank you. Nice to be here >>so love to talk about autos. I o. T Edge. Use cases to talk about the focus of your team. Let's start there. Yeah, >>sure. So the embedded business to point. It's absolutely focused on the automotive industry's way. Call industrial markets. So factory automation, surveillance and stolen a swell as a consumer electronics businesses on we're really in across all those sort of focused on how connectivity and compute is changing inside of those. And, of course, how that drives memory. >>I mean, yeah, memory and storage. They hide in places that we use every day. You don't see them, but if they weren't there, you wouldn't be able to use all these devices. They wouldn't be as life changing as they are. So you know you mentioned some of the consumer stuff. You know what the big trends that are driving your business? Well, I do >>think it is absolutely. That's sort of the ubiquity of connectivity. First of all, and then, sort of the ubiquity of compute has enabled all of these what used to be sort of isolated applications to now be connected and doing a whole lot more analytics inside that machine. Do you think about intelligence in your thermostat on the wall? You think about intelligence, obviously, in the automotive business, where safety features and so on are using so much more electron ICs and a I machine learning. And that's happening really in every application, whether it's the smart speakers at home, voice control on your TV and so on and so forth. All of those drive more intelligence, more connectivity and then more memory and storage behind that. >>When people talk about automotive, of course, everybody wants to talk about autonomous vehicles. I love to talk about autonomous vehicles, but there's so much action going on in today's vehicles dozens and dozens of microprocessors throwing off all kinds of data. So give us the update on the automotive industry. >>Yeah, you're exactly right. I mean, autonomous gets the headlines and it will for several more years just be headlines more or less right? And the real story is what we call eight ass or advanced driver assistant system. So things like lane departure warning, lane departure, keeping things like auto emergency braking those those sort of much simpler, easier problems to solve are still very compute intensive on. So are driving a huge growth and electronics on memory of storage inside the car. The other major part of the car market in the automotive market is what we call infotainment, sort of the center console. More and more large screens going into that more high function capabilities being integrated in that whether it's navigation or streaming media service is and all of those air driving again a much richer mix that's required >>for those applications. I was at the arm conference and they were talking about automotive and some of the challenges, one of the most fascinating areas they were talking about. How do you make something that will last for 20 years in the car on make it such that if it does go wrong that it that it could recover seamless less. Can you talk about some of the technologies that >>are sort of two parts to that? Unpack a little bit? First through? What does it take to succeed in automotive? First of all, it's all about quality. Yeah, right. It is quality, quality, quality location, location, location. It's quality. It's it's reducing and eliminating defense fundamentally at the end of the day and so inside of our process. Design inside of our technology designed our product designs. Our product manufacturing flows are all designed to sort of fundamentally improve and continue to improve the quality level because at the end of the day, that is what what makes or breaks you in the car. As soon as you solve that, you know, small problem. Next problem is longevity and stability of that solution, because the design cycle itself is shortening and automotive. But it's a very long design cycle, and then the life cycle in automotive is still very, very long. I mean, the average car on the road in the U. S. Is 12 or 15 years old, right, and that needs to both continue to be viable but also often need toe continue shipping that product. It's gonna shipment volumes or have spares and replace. So So we have a strategy that sort of focused on both bringing those leading edge technologies that Micron has into automotive as soon as possible and that timeline is shrinking. But then also having a very long life manufacturing strategy to continue to provide those for so long. >>So you're certainly a leader in automotive. You might even be the leader. I'm not sure I have the data, but what is it you mentioned? You know, quality and those other factors. What is it that's allowing you to do so well in automotive? >>So So we are the beater for sure. We're about 40% market share, which is a little more than three times as big as the nearest competitors, right, So leader by far, really an automotive. And it's been a very long time that we're in this industry and very focused on. So it is. It is about the product mix and bringing in particular lately leading edge technology into that story. You know, we are at the very beginnings of LP five, the low power GDR five generation, where the very beginnings of that rolling out into mobile applications, its primary markets at the same time, almost literally the same time. Way air sampling and providing that into our automotive customers and our automotive partners to start beginning building their systems around L P. Five. So that time to adopt leading edge technology is rowing is shrinking very rapidly. And so we're able to provide that leading edge Tech started, coupled with that long life solution and then one of the areas, when you think about being in a 40% market share position, way air investing tremendously in sort of partnering with the customers around, essentially defining and driving the innovation that they need to deliver So way have a number of labs that we've established customer facing labs that were able to bring customers and even our customers customers. So the Auto am is directly into those labs to start looking at usage models and architectural sort of feasibility and optimization kinds of things that we could then plan into our road map to follow two or three years later. After that, >>a lot of domain expertise there, so tremendous I said the Derrick Dicker that Micron has a very large observation space. You sell to a lot of different channels and I want to ask you about industrial I ot David night. We spent a lot of time in the Enterprise and we see a lot of I t company saying, Hey, here's a box. We're gonna throw it over. We're gonna go dominate the edge anywhere you talkto operations, technology, professions there like No, we're talking about machines and equipment and it's like this whole different parlance and language. So what are you seeing? Just in terms of the ecosystem, how it's developing the sort of analog going to digital And that whole explosion? Yeah, >>again, Industrial is extremely broad market, and it means a 1,000,000,000 things toe people. Right? So So, one of the first things we have to do is sort of narrow the field a little bit, at least into specific verticals and specific areas. Way have the right product mix and opportunity, right? So, for example, in the in the space of factory automation, it's a little bit what you're just saying the operational technology guys are trying to figure out how they're gonna drive efficiency, drive productivity inside a factory on, and that is often a question of instrument ing, and putting in my crown is doing a lot of this sort of smart manufacturing deployment. Putting this sensor network multiple cameras, multiple high resolution cameras, audio sensors, accelerometers, sort of sensors and capturing all of that sensor data to Dr Things like better predictive maintenance, better sort of yield detection or excursion detection kind of capability. So you could tell this machine, you know, seven days, five days out of the week Sounds like this. But last night at 10 o'clock, it started sounding different way. Don't know what it means necessarily, but we can detect that. And that's where all of the A I and Machine Learning is now being applied to say. And that means it's due for a P M. About this particular portion of >>what about security at the edge, obviously a hot topic in the Enterprise on every C. I ose mind what's happening with security in Io ti industrial out in the edge. Yeah, I think >>to some extent, security in the I. O. T. I think is, is why I ot is where it is in the hype cycles. Maybe it's sort of still at the bottom of one of these types cycles, meaning solving that increasing security problem, that cyber security problem that the edge is really a big problem. You saw you know the hacks a few years back of the Jeep charity. You saw the hack two years back on surveillance cameras. All these cameras moving toe i p surveillance cameras means they're now connected and open to the world. Dispersed. He just announced last week in a report that basically showed I ot specific hacks up seven fold or seven fold this year after being up tenfold last year. So it's absolutely a growing problem for people thinking about deploying again. Connectivity is a great tool in a great weapon, Depending. And I was so so. One of my crown is doing is is way. >>Have a >>solution called authentic, which is essentially a cybersecurity, is a secure element built into the non volatile memory that goes in each one of these systems. So today, security is not a one chip problem. It is a full and and system problem. And so what we're tryingto build with that is the capability at a very sort of lowest level in the system right where the code is right where the four part of the system is to protect that in the memory itself and sort of a test that that is safe and secure. And then the system can build out about around that. And that sort of simple boot device, in the case of a nor device or Anand device is in every embedded application >>right in the world, >>right? I mean, you think about you go back a long way, Stuxnet. You know, 10 plus years ago with a seaman's controller, which was the and now you think about fast forward, how much Maur infrastructure is out there? How much more complicated it is, It's ah, it's a scary situation is Oh, it is so that we think that's a >>big opportunity. And we're making the announcement later, uh, later in the show today, on an extension of what we're doing already in that space. >>I know you're working with other vendors. People like >>me are worry with Yes, >>it is really >>an end to end. >>This is really an end to an an ecosystem >>activity, for sure, because again, arm is a great example. You know, all of the S o. C. Vendors. You know, everybody in this industry has some slice of the of the rules. Let's say to figure out how they're going to secure this system and we're tryingto build a basic building block that they can then build on >>that when we started this morning was really quiet. But the crowd is rolling in. Now there's a buzz that you can hear, hear. The key was excited to be here, Jeff. Thanks very much for coming on. The king here to see you again. >>Very much nicer here. >>All right. Keep it right to everybody. We're gonna be taking a short break. We'll be back. Day long coverage wall to Wall of Micron inside. 2019. You're watching the cube.