TTWCP-851-03 Tech That Makes Your Tech Work, Patrick Hanley of Atmel: Patrick Hanley, Product Marketing Manager of Atmel (TTWCP-851-03)

On This Episode…

Patrick Hanley joined Atmel Corporation in August 2010 and is the product marketing manager for the Touch Technology team focusing on maXTouch. Prior to that Mr. Hanley focused on Atmel’s QTouch products, (Atmel’s capacitive Buttons, Sliders, and Wheels BSW), and maXFusion (Atmel’s touchscreen and sensor hub hybrid products). Mr. Hanley’s responsibility includes defining and pricing new products, developing sales collateral and many other functions for the success of the maXTouch product line within the Touch Business Unit at Atmel.

Prior to joining Atmel, Mr. Hanley held various roles at Cypress Semiconductor in three divisions including its Data Communications Division, Consumer & Computations Division and Memory & Imaging Division. His roles ranged from product marketing engineering, business operations to pricing. During his tenure at Cypress he achieved a number of outstanding accomplishments including the founding of Cypress’ Value Based Selling (VBS), definition of the original touchscreen segmentation and of PSoC 3 & 5 pricing, successful increasing of margins year-over-year with both proprietary and commodity teams and management of the commodity team during its most profitable quarter in Cypress’ history.

Mr. Hanley holds a Bachelor of Science degree in electrical engineering (BSEE) and a minor in business administration from Marquette University in Milwaukee, Wis.

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TTWCP-851-Patrick Hanley

Below is a rush transcript of this segment, it might contain errors.


Patrick Hanley – Atmel

Airing Date: January 30, 2016


Craig Peterson: We’ve had Atmel at the show before. They make some of the technology that, again, makes other technologies possible. They have a new type of touchscreen. We’re gonna talk to them right now about where that is being used, where it’s going and what it all means, we’re joined right now by Patrick Hanley. Patrick, welcome.

Patrick Hanley: Thank you very much.

Craig: Now Atmel, as I’ve said, you’ve been making a lot of things for years. You’ve done touch technology before as well. What’s new? What are we looking at here?

Patrick: This is actually our force sensing demo. So a typical Max Touch, which is our touchscreen controllers, they enable XY direction. So it’s capacitive sensing, projective capacitive, this is actually adding a Z dimension to that. So now you have another layer of dimension in the touch world.

Craig: Uh huh. Alright. So when you’re talking Z, well, people might be familiar with the new Apple screens, right? On the brand new?

Patrick: Right. Yeah, the iPhone 6s’s.

Craig: Right.

Patrick: Those have what Apple brands as 3D touch. This is the same concept. Atmel’s now doing it through our touchscreen controllers. So our U series products enable, it’s a touch algorithm specific for forced detection or pressure detection.

Craig: Ok. So that’s what we have behind this. Where would you be using that? Is that something you might use on a car dashboard?

Patrick: Yeah, there’s a variety of applications I’ve heard. A variety of different OEMs suggested. Possible use cases. We have one demo on this that actually does zoom functionality on a map. So as you push down harder on the map it zooms in and as you release the finger or pressure a little bit, it zooms back away. A lot of the automotive OEMs have come by and have been very interested in from what they call an intentional touch.

Craig: Right.

Patrick: So as you’re on the dash, you’re kinda scrolling around doing a capacitive and then, oh ok this is actually what I want to touch then you push on it and that’s the intentional touch.

Craig: Oh, that makes sense actually coz many times you might have more than one finger on it. You didn’t really mean to and you touch it where you didn’t really want to.

Patrick: Yup.

Craig: So Atmel is now putting that into any other devices you’ve mentioned, maybe cars?

Patrick: So we, yeah… so our touchscreen controllers, our U series generation has this force algorithm embedded in it and our OEMs, our customers are then able to go and apply it on any of their