 Hello, my name is Sergeant Tomic and I'm a head of hardware and procurement department in Microelectronica. Microelectronica is a company based in Serbia, Belgrade, and we produce development tools for both hardware and software for the embedded world actually. So our primary goal is to provide our fellow engineers with the tools to do their job more efficiently and with less efforts actually. Our tools are built to be like like a light system where you can do a very quick proof of concept and rapid prototyping solutions. This actually increases productivity by reducing time to market. We have, we produce a complete tool chains for various microcontroller architectures. We have development boards like big development boards like PC motherboard and these boards are actually flagships of our company where you actually, where you can develop your application, where you have a lot of resources so you can use them and you do not need any kind of cabling, additional wiring and so on. So this is one type of the board. There is a different type of the board with the MCU card sockets. This is specifically STM32 board and of course other than that we have our own programmer solutions. The programmer solutions we have is called ColdGrip. This board has it embedded here and the key feature of this actually programmer and debugger unit is actually its Wi-Fi connectivity which means that you can debug your code over the Wi-Fi network. You do not need to be on the field so you can actually do debugging of applications. This is very suitable for some harsh environments, dangerous environments and so on and so on. This looks really awesome. What are all these things that can be used here? Yeah, here you have let's say the heart of the system is actually the MCU card. This is the new standard that we invented for the MCU card. The main goal here while designing this was to actually make any microcontroller available in the market to have its pin routed out so that users can actually access to them. Here you have ports, exported pins with LEDs so you can use them to make your application. On the left side you have push buttons and also the LEDs for some indications. Other than that in the central area there are display ports. This is the display standard that we also introduced here. These are our capacity TFT boards. You can also place here resistive TFT boards, TFT modules with resistive touch as well as ink modules and OLED modules and so on. Of course there is a USB host and USB device interface, Ethernet interface and USB UART interface. Here in this section this is a power section where you have a USB-C connector for powering the board. You have a battery connector and you also have let's say capacitive touch push buttons where you can also power the board or turn on the board and reset the MCU itself. The power module itself is quite a unique solution as well while it provides 24 watts of power which actually means that you can have 3 amps at 3.3 volts and 5 volts rails which is quite enough for even a big power-hungry application. Over here this is an expansion area where you have a microbus slot, a microbus socket. This is our own standardized socket. It's something that we actually standardized and trademarked. We like to say that this is the smallest number of pins for the widest number of peripherals. This add-on board standard is quite unique. It is a host socket for add-on boards which we call click boards. Currently we have more than 750 different click boards on the market. You can see here this is only a part of the display that we are showing here at Embedded World because 750 board is quite hard to even... There's some here. Yeah, they are here at the bottom inside the shelf and you can see them over there and this is only the part of our portfolio because there is a large number of them. So this is your click standard? Yeah, this is our standard. This is our product line actually where you have a lot of different sensors, actuators, communication models and so on. We have a lot of click board support with ST microelectronic part numbers. They also have cool designs also. Yeah, we try to keep things like just functional but also cool and pretty looking. We believe that engineering is not just in functionality but also in look and feel. What does this one do? That's a spectral analyzer. It's actually an optical sensor which you can get readings for the color and so on. So there is a lot of different types of click boards. As I said, we actually produce one click per day. Every day and 10 o'clock in our website you can find news about a new product that we are releasing and in general the biggest probability is that it's going to be a click board but we are also releasing our development boards, smart solutions, smart display solutions and so on. One per day? Yeah, one per day actually. You are very busy company? Quite busy to be honest. You have so many click boards, it means you must have a lot of customers? Yeah, we do have. We have a lot of different, let's say, now our semiconductor partners have recognized this ecosystem as a value adder to their own ecosystem. So most of the partners are actually already putting microbus socket on their own development boards and just getting the access to the whole variety of our click board ecosystem. We see more and more demands from the customers and users. They have requests for building some specific type of click boards that they actually need for their work. So we do help them there. We actually produce these click boards, we make them and we put them on the market. So other than these product lines, you can see that here we have smart display solutions which are actually here. These are the smart display solutions which we call Micromedia boards. We have them in different sizes like three, four, five and seven inches but also in different shapes. You see this one here has mounting holes aside and this is totally a development board having a lot of features there as well. While this solution here has a bezel around and it's quite nice to be integrated into the end product by just gluing it by, you see there's a thin tape and you can just glue it in your casing. As you can see here, this is a fully featured development board. This is a seven inch Micromedia board. As you can see, it hosts also a MIMC card socket, the same one as you had in our big board. So practically you can just pull in this board and put it into this system here and the same application is going to run on this big board and on this smart display board as well. What do you put the click boards in there? The click board interface here is done through these micro bus shuttle connectors. So for instance if you should need, let's say, to add a click board here you would need just an extension thing like this one here as you can see. There you can see the micro shuttle connector and actually a micro bus shuttle board which is used to extend the range of the click board. So you can place the click board anywhere you like and you can introduce it to your board. What chip is there? This is an STM32 chip running the chess game as you can see. So I guess, I mean this looks so cool. I guess the developers might be really excited to work on this kind of platform or how much is the price for let's say this one? What price? Yeah, this board is like $300 and this comes with an MCU card. You know, users can select the MCU card that they want. The add-on boards are also available on our website. We have our own website where you can actually do the online purchases but we also list like 50 or more distributors all over the world so we sell worldwide. And about like these, for example, there's a price? It depends. The range of the click boards varies because we have from a simple temperature sensor up to complex communication modules or barcode scanners and so on. So it's like from let's say $10 to let's say a few hundred dollars depends. And this is how it can look at night, one of the boards there with all the LED lights going on and everything? Yeah, so this is the board also with the STM32 microcontroller which has a seven-inch display there and the demo there is actually a weather station. You see with the five click boards we have a weather station and a cloud connection. So this demo here displays the weather conditions on the seven-inch display but also sends them to the cloud. We have a free cloud solution for our users. We call it a click cloud and our users can use them to actually try out their applications without tools. With the click boards we have a library for this cloud and you can just integrate it into your code and send the data to the cloud. You can see here this is the cloud solution for this applications demo that you see. It's a click cloud. So it's something that let's say we incorporate the whole tool chain and the whole solution actually for our product. So you have our own compilers that we do, you have our own hardware products that we do, programmers and of course the libraries so that it all works together. We are now working on making the SDK for this click boards and in general hardware solutions. This SDK is going to be integrating all the libraries at one place and it's going to be integrated into our IDE as well. So whenever you need let's say a click board you just go into our IDE which is connected to our library website, we call it livestock and you just download the code for the click board that you need. You download the library, you include it into your project and within a few steps you are practically working on your example. We have some plans other than this to go let's say to make this SDK available in communities like in Linux community and other as well. So this is something that's coming in future of our IDE. I see that you have a bunch of stuff connected here like this one. Yeah, this is actually a demo with STM MCU, Motor Control MCU and the two click boards we did it with STM part numbers. Which click board? Yeah, STS pin 250 and STS pin 820. So these are motor controllers, yes. So when we power up the demo it is going to be, you know, there are two motors here. One of them is turning around the microease sign and the other one is rotating this like a fan. And there's a way to control them and stuff like that maybe in the system here. How do a developer take this cool looking system and turn it into like a mass production embedded system out there? Yeah, well, we, as said, our tools are very optimized for rapid prototyping and proof of concept solutions. But other than that, if there is no high volume requirements and so on, you could use this sexually prototyped automatic without tools to practically make an end product. Other than that, we offer to our customers solutions to customize a solution they have. They can come to us with a request, okay, I need this to be exchanged, done a different way to recall different kind of applications and so on. So we can offer our solutions there, but also they can come with us with a request about totally new project, you know, they have an idea. I don't want to make some product. They can come to us with an idea. We can sit down and define everything to make the specification of the product and actually do the product because we have our own design service department where we can actually help them. This department is actually founded to address this request. So when you come to us, we will listen to you, make a specification for everything and practically do a custom design for you if necessary. Also, during this course, we can offer volume manufacturing because we have our own contract manufacturing department. We have fully automated SMD lines within the facility of our building, so we can also offer, once the project is done, we can offer to produce this thing for you in any kind of volume. Is it possible for developers to use your platform and then produce in some different way, like make it outside? Yes, in general, yes. They can use the tools to develop. If there is a need for any additional work, they are there, of course, to offer. But in any way, they can do that on their own if they can manage. Can you give some background to the company? How long have you been doing this kind of things? Yes, the company is founded in 2001, so it's like 20 years old. The development tools are actually core business of the company. So the company originated on this, so development was like this, like having the big motherboard-like development board with a programmer on board. So this is something which made a unique solution on the market, and that's how the company started. And since then, we did not change our core business, actually. We are the development tools manufacturer for the embedded world, and that's what we do. We are experts in that field. And if we can take one of those off, the system that you have there has all the bandwidth and all the requirements that anybody would want to have on a click board, future proof to any kind of future thing, any kind of sensor. So we are constantly updating the portfolio. We are making the new clicks, as said, one per day, practically. And we are always like to be on top of the technology. We like to follow new things. So we cooperate with vendors to get the insights of what's coming. And we like actually to be at the time of vendor launches, their IC. We like to be on the market with our click boards, actually, to follow. So the click board portfolio is getting renewed all the time. It's getting bigger and bigger, and it has a bigger traction at this peak. And you are an ST partner. Yeah. So how is it to work with ST in this way? In which way did they help? Yeah, we have a great cooperation with ST Microelectronics. So as mentioned, we are a part of the partner program. So we have a good communication with your engineers and the management. And we have early insight of the technology. And we are always trying to be there for you when you launch the IC. We are there to have the click board supporting it. We have a lot of boards with the ST Micropart numbers. We have a lot of cost boards, development boards, micro, the big, let's say, the fusion boards. That's the way how we call these big boards. We have the Micromedia smart display boards with the ST solution. We have a starter kit with the ST solution. And of course, a lot of click boards with the ST part numbers.