What's PR got to do with it?
Ed Lee has been around EDA since before it was called EDA. He cut his teeth doing Public Relations with Valid, Cadence, Mentor, ECAD, VLSI, AMI and a host of others. And he has introduced more than three dozen EDA startups, ranging from the first commercial IP company to the latest statistical timing analysis characterization company. Ed brings his knowledge of the history of the industry, the companies, the executives, the products, the editors, the analysts, the market researchers, and the investors. And crucially, he knows the trends and issues. « Less
Ed Lee has been around EDA since before it was called EDA. He cut his teeth doing Public Relations with Valid, Cadence, Mentor, ECAD, VLSI, AMI and a host of others. And he has introduced more than three dozen EDA startups, ranging from the first commercial IP company to the latest statistical … More »
Yet another 2010 EDA Trends write up?
January 18th, 2010 by Ed Lee
2009 was a rough year for an already stagnant EDA world. Looking to 2010, Liz Massingill and I asked industry colleagues, opinion makers and friends what each of them saw as the BIG trend for 2010.
Here’s what they said.
Karen Bartleson, Blogger, The Standards Game, Synopsys
The big trend in EDA for 2010 will be the acceptance of social media as an additional means for communicating with customers, partners, and competitors.
Now that blogging is settling in as a viable source of information from media people, company experts, and independent publishers, more new media tools will come into play. Not all tools are right for everyone or every situation, so the EDA industry will explore the options and experiment with a variety of community-development activities.
LinkedIn and Facebook will offer special interest groups a place to congregate. Twitter will be tested by more people – who today are curious or skeptical – as a means of immediate, brief interaction. EDA suppliers will offer new communication channels and those that are truly value-add will thrive.
The EDA world won’t change overnight, but the trends in social media will be noticeable.
Graham Bell, Director of Sales and Marketing, EDACafe
The BIG trend will be that designers need ALL of the technology that EDA companies have been working on and introduced in the last 18 months.
There is a lot of design work being done at 45nm and all the established tools are running at the edge of their capabilities.
New generations of parasitic extraction, static and statistical timing analysis, and automated property verification are just some of the important technologies that will be needed by design teams.
Mike Gianfagna, Vice President, Marketing, Atrenta, Inc.
In 2010, we’ll see an accelerated move to doing more design at higher levels of abstraction.
Chip complexity and the skyrocketing cost of physical design, along with the advent of 3D stacks is forcing this. Designers just won’t be able to iterate in the back end in 2010 and beyond. It’ll take too long and cost too much.
Power management, design verification, design for test and timing closure will all be “close to done” before handoff to synthesis and place & route. The traditional backend flow of IC design will become a more predictable, routine process, which will accelerate its trend toward commoditization and consolidation.
This move to higher levels of abstraction will also have implications for IP selection and chip assembly. This will compel a new genre of tools to emerge. Standards like IP-XACT will help this process to take hold. Perhaps this is what ESL will become.
Richard Goering, longtime EDA editor and currently manager of the Cadence Industry Insights blog
I think the Big EDA Trend for 2010 will be SoC integration.
There will be a renewed focus on the challenges of integrating existing IP, providing breakthrough technology for design teams to quickly and reliably
ESL is part of this story because there’s a need to move to
Harry Gries, the ASIC Guy, EDA blogger
As for the EDA trend in 2010, I think that EDA companies, when they recover, will choose not to hire more sales and marketing people but will invest more in other marketing tools on the Web or using social networking strategies.
A good example is a company like Xuropa, which is actually a client of mine, under full disclosure. They help EDA companies put their tools on the Web in order to help them reduce their costs for demos, product evaluations, etc.
I think that will see a lot of interest in the upcoming year as companies look for ways to do “more with less”. User group events may also move online, just like this year’s CDNLive was a virtual event rather than a real live event. Xilinx and Avnet sponsored an X-Fest this year that was also an online event. Things are moving online fast and economics will drive that.
Grant Martin, EDA blogger
In 2010, we’ll see the steady progress towards usable ESL tool and methodology adoption by design groups.
The areas of greatest real ESL use are the high level synthesis of data crunching blocks used in various DSP-type applications (signal and media processing), the increasing adoption of processor/SW-centric design methods, and the increased creation and use of virtual prototype models.
(Brian Bailey and I have a new book from Springer coming out in the new year on practical ESL use methods: “ESL Models and their Application: Electronic System Level Design and Verification in Practice”. See for a summary. )
Dan Nenni, EDA blogger
For EDA, 2010 will be the year of the foundry. Foundries will drive new EDA flows and business models.
The TSMC Open Initiative Platform
Coby Zelnik, CEO, Sagantec North America, Inc.
In 2010, we will see more designs taping out in 40nm.
In an effort to minimize risk, cost and time to market, design reuse will be
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Tags: 3D, architectural, Coby Zelnik, Dan Nenni, EDA trends, ESL, Graham Bell, Grant Martin, Harry the ASIC Guy, high level synthesis, IP-XACT, Karen Bartleson, Mike Gianfaga, power, Richard Goering, RTL, social media, verification
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