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 … More »
Predictions 2014: Chris Rowen talks EDA and IP….and Beyond
March 3rd, 2014 by Ed Lee
What do EDA and IP (as an industry) need to do in 2014 to serve its user base better?
Chris Rowen, Cadence Fellow and Tensilica Founder, will wrap it up with his word on the subject.
“What does the EDA and IP industry need to do in 2014? Simply put, we need to move past EDA.
Let me explain. As an industry, we’re not just about ‘how’ you design something; we’re increasingly about ‘what’ you design.
This comes amid the relentless march of design complexity. It also comes as companies reconsider their position in the electronics ecosystem to try to deliver more value for customers.
For instance, semiconductor vendors are considering where they best fit into the design spectrum and they’re also looking farther upstream to understand market requirements of their customers’ customers. IP providers, for their part, are looking upstream to understand marketing technology requirements better and re-engineering their business models.
Consider too this profound trend in our world: Facebook, Amazon, Google, eBay and similar companies have built large systems-engineering teams not because they can’t use the traditional ecosystem; they’re designing their own system architectures in many cases because their business, storage, networking and power-management needs are so unique that that’s the most cost effective path for them.
So, as we combine all manner of design IP and verification IP technologies with traditional ‘core EDA’ tool flows, we start to move beyond EDA because we’re in a technology and methodology position to help systems architects conquer higher-level challenges.
This amazing era of design transformation, however, does not come without its challenges. With additional complexity, engineering teams can no longer focus just on components of larger design. That approach creates seams in that larger design, and problems arise were such seams come together. But EDA vendors are trying to minimize these seams. We’re seeing this through IP start-up acquisition activity and more complete hardware-software codesign solutions.
So, let’s circle back to my answer to your original question, Ed….
Moving beyond EDA obviously doesn’t mean abandoning EDA. As a company–as an industry–we spend millions of dollars in R&D innovating next-generation tools. That will never end.
But today–given the ceaseless growing complexity of electronics design–we need to deliver solutions that are defined by more than a 25-year-old category description: ‘Electronic Design Automation.’ It’s more than automating complex tasks and processes and it’s more than simply delivering individual IP cores. It’s about enabling the next generation of system developers to soar, to realize their unique vision of the future of electronics devices that will propel the global economy forward.”
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