Odin Shen | Gengen

Odin Shen


Sr OEM business development manager | Arm
Singapore

Summary

  • Business Development
  • AI edge computing specialist
  • SoC arch. exploration
  • Semiconductor functional safety expert
  • Cloud Native Computing
  • Co-founder TinyML Taipei
  • Embedded Maker
  • Kid's Coding Volunteer

Odin Shen is recognized industry expert in Arm ML edge influence, firmware algorithm, Arm-based SoC arch. exploration , and ISO-26262 functional safety.

Shen have worked in the System-On-Chip (SoC) industry since 2005 on various software/hardware co-design for solid-state drive (SSD), capacitive touch, network processor ,multimedia Arm-based SoC and TinyML device.

Open source software developer which focus on how to adapt Convolutional Neural Network (CNN) on constrained Arm device based, like Raspberry Pi, HiKey & Cortex-M MCU. https://www.youtube.com/shorts/y9a6_ETavVc
Also interesting in automotive software framework. https://www.youtube.com/watch?v=_ioXiT7Xz34

Co-funder of TinyML Taipei group, the one of active TinyML community in Taiwan regional.

Arm Cortex-A/R/M arch. expert, experience on each of low latency storage SoC design.

As new business transformation local champion, won several success cases with Taiwan Silicon house to drive long-term consumption businesses.

New Business Development
AI Edge Computing
SoC Arch Exploration
Semiconductor Functional Safety
Cloud Native Computing

Additional Qualifications

  • Technical blogger on Arm community, ML focus
  • Hold US patents (US20150346859A1, US20100281222A1, US20080126599A1) in noise cancelling, multi-core cache coherence and networking offload.
  • Hold CN patent (CN105320375A) in noise cancelling
  • SGS-TÜV certified semiconductor automotive functional safety professional (SC-AFSP), # of certification: 191. (http://www.sgs-tuev-saar.com/en/scafsp-liste.html)
  • 20+ public technical speech on ML, Arm Cortex and automotive.
    • EETimes 2020 5G AI Smart City seminar speaker
    • Trendforce 5G automotive seminar
    • EETimes AI webinar
    • UK Government's Department for International Trade (DIT) AI webinar
    • TechCon 2019, Machine Learning In-Memory Computing Architecture Using an Arm Processor
    • Mediatek 2019 Shanghai AutoWorkshop, Arm Automotive Solution: CPU, GPU & Safety 车用系统解决方案
    • Arm Taiwan Tech Symposia 2019: Accelerating Your Time to Safety With Automotive Enhanced Products
    • DAC 2018, Machine Learning Inference on Arm Client and Embedded Devices
    • Arm Global Engineer Conference 2018, Virtual platform for ML profiling
    • Arm Tech Forum 2017: Simplifying Functional SafetyAll the Way to Autonomous Driving Systems
    • Arm Tech Symposia 2016: Optimizing Cache Coherent Subsystem Architecture for Heterogeneous Multicore SoCs

Education

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    National Tsing Hua University Master, Communications Engineering 2003 - 2005
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    Tamkang University Bachelor's, Physics 1996 - 2000

Experience

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    Sr OEM business development manager Arm
    Apr 2022 - Present • 3 yrs 1 mo | Full-time
    Taiwan

    Enable Arm's solution into OEM/ODM partners, developing corporate strategy with growth opportunities​.

    Arm AI solutions
    A. Coordinate Arm AIoT and Smart Camera technical seminar with Arm enterprise marketing team. Define the technical topics and also invite strong ecosystem partner with Arm to present the latest smart camera tech. trend. Also prepare two technical sessions on
    1. Smart Camera machine learning use case analysis
    2. Cloud-Native AIoT development flow hands-on demonstration.
    https://www.digitimes.com.tw/seminar/Arm_20220621/

    B. TinyML 2021 ASIA presenter:
    Topic: Endpoint AI Revolution Driven by Standardized Computing Platform
    https://www.youtube.com/watch?v=YRVTT9s9Abs

    Business Transformation
    A. As the champion of Arm new business model transformation.
    B. Win several success cases to drive significant long-term consumption models.

    arm Architecture
    Edge Computing
    New Business Development
    Functional Safety
    TinyML
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    Principal FAE Arm
    Feb 2016 - Apr 2022 • 6 yrs 3 mos | Full-time
    Taipei, Taiwan

    Arm Machine Learning pre-sale/specialist: (2018 ~ 2022 April)
    A. Deploy Arm machine learning software solution into wide Arm partner in Taiwan (both silicon and system house)
    B. Lead the Arm NPU (neural-network processor unit) sales strategy, collaborate with Arm global team to enlarge NPU business.
    C. World wide #1, #2 and #3 Ethos NPU design-win.
    D. AI edge influence focus, work close with digital TV, surveillance camera and AIOT ML use case.
    E. Fully engage with AI algorithm providers on NPU pre-integration.
    F. TinyML Taipei group co-founder.
    G. micro:bit champion 2022

    ARM Cortex-R CPU pre-sale/specialist: (2016 ~ 2018)
    A. Well understand all of Cortex-R/M arch, R5/R7/R8/R52/M0/M4/M7/M33/M55
    B. Main focus on storage, communication, automotive and any safety-oriented application
    C. Familiar with SoC requirement on each of flash storage segment, UFS, eMMC, SATA, enterprise..
    D. Functional safety consultant

    ARM software development solution specialist:
    A. Familiar ARM DS-5, MDK, Fast-Model and Cycle model solution
    B. Support Taiwan chip-house to migration new ARM CPU arch. development flow
    C. Work with open-source community on Arm software eCos
    D. Supervisor regional tool distributor
    E. Drive non-standard tool product for long term success with customer, the outcome was the larger tool business in the world.

    20+ public technology speech, AI edge computing, development tool, CPU arch, automotive, functional safety

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    System Architect Mediatek Subsidiary
    Jun 2015 - Feb 2016 • 9 mos | Full-time

    • Built up SW/HW co-simulation platform to help define CPU micro-architecture, bus bandwidth and IO direct path in SoC early development stage.
    • Detailed sigma-delta modulation, used MATLAB environment to simulate new design to enhance Signal-to-Noise-Ratio (SNR) on wide-band noise case.
    • Developed 32-bit CPU bootloader/basic firmware framework.
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    Senior Firmware Engineer Synaptics
    Nov 2011 - Jun 2015 • 3 yrs 8 mos | Full-time

    Senior Firmware Engineer
    Developed Capacitive Touch algorithm on narrow-band, wide-band & LCD noise cancelling
    A. Designed a brand-new noise algorithm using Matlab and firmware simulation methodological to enhance noise cancelling performance (from 1.7 to 14Vpp), 2 patterns issued. This algorithm has been applied to Windows 8 ultrabook (Lenovo LTS, Dell) & Tablet project (Google, Intel, Amazon …)
    B. Designed hardware independent comprehensive noise detect algorithm, pattern issued
    C. Enhanced touch performance on low signal-to-noise (SNR) situation by firmware algorithm instruction-based simulation analysis
    Leaded add-in firmware feature on Asia smartphone/tablet market
    A. Low-power wakeup gesture, glove detection, wet finger tracking, …
    B. Leaded a team of 2 on the first HID (Human Interface Device) USB project and protocol sub-team
    C. Solved customer project issue on mass production stage by quick firmware enhancement

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    Sr Software Asistant Manager Initio Corporation
    Oct 2009 - Aug 2011 • 1 yr 11 mos | Full-time

    • Join ASIC team to implement fully USB3.0 device function.
    • Developed and deployed all USB3-SATA bridge relative software:
    • Firmware: Meet all super-speed USB protocol
    • Windows Driver, Windows Utility: For customer’s request
    • Production Tool: Chip sorting, auto manufac.,
    • Development new mass storage protocol (UAS), co-work with Intel next generation south-bridge & Microsoft Windows8
    • In charge of Taiwan/Japan/China customer support:
    • Add-in firmware function, PCB, chip sorting
    • Developed PIC or 8051 code to communicate between chips
    • Seagate, Western Digital, Lenovo, Apricorn, Transcend …
    • On-site support tier-one enclosure customer in CA
    • Migrated the first 32bits MCU project (SoC arch./toolchain/bootloader)
    • Oversaw a team of 5 junior programmers and testing engineers.
    • Modify, updated, and expanded existing cortex-A8 Linux project.

Publications

Machine Learning Inference on Arm Client and Embedded Devices

Publisher: DAC (design automation conference 2018)
Publication date: Jun 24, 2018

Technical speech on DAC Designer Track session, present how to early adapt machine learning edge influence on Arm device platform.

Certifications

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    SEMICONDUCTOR AUTOMOTIVE FUNCTIONAL SAFETY EXPERTS SGS
    Issued Oct 2022 • Expired Nov 2025 ID: 00029
    See credential
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    Microsoft Certified: Azure AI Fundamentals Microsoft
    Issued Jun 2021 • No Expiration Date
    See credential

Skills

  1. ARM architecture
    Expert
  2. Edge Computing
    Expert

Patents

Noise detection and mitigation for capacitive sensing devices
US US20150346859A1 · Issued Jul 11, 2017
An noise detection and mitigation algorithm for touch and finger printer device.

通过绝对感测的指耦合噪声检测器
CN CN105320375A · Issued Feb 10, 2016
An noise mitigation algorithm for extreme noise touch & finger printer device.

Honors & awards

Arm President AwardArm President Award
Issued by Arm · Dec 2017Issued by Arm · Dec 2017
Arm President Award at Taiwan office

Arm World Wide FAE of the Year
Issued by Arm · Dec 2016
Arm World Wide FAE award of the 2016

Languages

  1. Chinese
    Native speaker
  2. English
    Highly proficient