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Posts Tagged ‘Cadence’

Riko Radojcic on 3D standards

Monday, April 11th, 2011

Liz and I sat down with Riko Radojcic of Qualcomm to hear his thoughts on how upcoming 3D design and manufacturing would affect the EDA world.    Naturally, the conversation morphed into a discussion about standards that will be required to make 3D adoption pervasive.

Liz: Thanks for taking the time out of your busy schedule to sit down with us, Riko. So let me ask you, what is the relevance or importance of standards in adopting 3D?

Riko: Well, first, let me make a general statement about standards.  Sometimes some of the EDA companies view proprietary formats as a source of competitive advantage – a way of locking in a customer base.  This is especially true when a given company has taken a lead with a given solution, and they fear that opening up a proprietary format would shrink their slice of the market pie. However, in general, design standards, or standard exchange formats, or standard models, tend to make the whole pie bigger, as opposed to affecting the size of any one’s slice of the pie. So, in the long run, standards are good for users, like Qualcomm, and for vendors, like the EDA companies.  I keep referring back to the industry experience with SPICE models and the transition from the proprietary ‘Level 28’ model to the open standard BSim generation of models.  I think with all the brilliance of hindsight, the industry has benefited from an open standard model.

For 3D technology specifically, we are promoting the concept of standards, in order to accelerate the adoption of 3D design and manufacturing methods.  We want to help to line up the supply chain behind the 3D technology. I would say that most people – users, industry observers, EDA vendors, etc. all perceive 3D technology as a disruptive change.  The fear of that change is part of the barrier to adoption.  Standards are the other side of this coin of fear.  They bring down the feeling of fear.

Ed: Is 3D more a barrier to standards?  Are we sabotaging our own efforts?

Riko: There is a lot of FUD in 3D.  It is important to realize that there is 3D and then there is 3D.  Some future 3D implementations – like stacking logic on logic – does require disruptive change in design tools.  We will need design methodologies and tools that comprehend entirely a new dimension of parameters for this class of designs, and until these are developed, standards may even be a bit of a barrier.

On the other hand, 3D in the short term means heterogeneous stacking, like memory on top of logic.  So right now, 3D is not that disruptive.   We only need some minor upgrades to design logic in a smart way, to make stacking DRAM on top of it easier and lower risk. For this class of designs, standards would be extremely helpful – having a standard exchange format so that we have relevant information about die A when designing die B or vice versa would be excellent.  For example designing power distribution network on die A needs to know about power demands on die B.

To accelerate and facilitate adoption, we need more design information.   JEDEC for example is doing a nice job of working on the standards for memories

Liz: What is JEDEC doing?

JEDEC is defining the pin assignment and the pin array configuration required for Wide IO DRAM memories to be stacked on logic die.

Ed: What of vendors’ fears that buying into this format will be giving away too much of their own design data?

Riko: We can all make an investment in a standard format that can provide the right characteristics without exposing too much information.  The emphasis is on format, rather than specific content – which should be proprietary.  Again I like to refer back to SPICE and BSim models – where the model format, units, etc. are standardized, but the specific coefficients in the model are proprietary information of whoever owns the process technology.

Liz: Why is this not happening now?

Riko: We are all driven by financial motives.  No one feels they will make enough money out of it right now – and this is especially true for standards, which, by definition, belong to everybody. However, there could be certain advantages for someone creating a standard and then giving it away.  If you make the rules, you have a better chance of winning the game.

The thing that is required is a series of standard ‘exchange formats’ that would communicate the necessary information about the design of the various die to be stacked,  such that 3D stacking of these die is a low risk enterprise.  Basically to communicate design attributes such as power demand characteristics, thermal and mechanical stress sensitivities, maybe some floorplanning restrictions, etc..

Most of the standards bodies don’t have the capability to develop such standards. They have mechanisms to review a proposed standard and to manage and distribute it afterwards – but not to do the engineering required to develop one.  So, there’s a lack of champions willing to put in the work to develop and promote a standard.  It could be an EDA company, like Apache, or it could be an institution, like IMEC, or it could be an academic entity.

There are some activities going on, though. IMEC is working with Atrenta to develop a PathFinding tool – which may also involve developing a PathFinding exchange format.  Apache has taken the lead in pushing a standard power exchange format for 3D. Perhaps some of the academics could be engaged to develop standard exchange format proposals?  Si2 is willing to take a role in managing the standards, but someone needs to give them something to standardize.  GSA is active and willing to coordinate the discussions. But someone needs to make a proposal so the industry can say “I like it” or “I don’t like it” or whatever.

Liz: So you are looking for another EDA guy to come up to the plate, and then what if someone like Cadence comes up with a competing idea?  Then what?

Riko: Once a product is developed, all the EDA companies are invested in one format or another.  We want to get these standards in front of the product development curve, so that it would be easier for any one company to adopt and comply with a standard, rather than  making up their own format.  This is where the users – such as Qualcomm – come in.  We have the responsibility to demand this.

Ed: So it sounds like so far, we have a lot of discussion, but to a certain extent, some organizations are waiting for others to discuss or define a proposed set of 3D standards.   Other organizations are waiting for that proposal to get adopted before implementing the 3D standards.   How do we get off this merry-go-round?

Riko: I would say, let’s take a stab at partitioning the effort.  Qualcomm proposed this last September, at a SEMI/Sematech sponsored meeting in Taiwan.   We proposed dividing the world into two buckets…one set of players and activities focused on design related standards,  and another for manufacturing related standards. For each bucket of standard related activities, we proposed a suitable existing standards body, a suitable forum for discussion, and a suitable set of champions who would propose appropriate standards.  In the manufacturing domain, it would make sense to use SEMI to manage the standards, and Sematech to provide the Proposals. In the design domain it would make sense to use Si2 to manage the standards, and EDA or academics that are involved with EDA to provide the proposals. That way there would be less overlap and hopefully fewer gaps

Liz: What would happen then?

Riko: In addition, we proposed to create a forum which would be conducive to exploring and kicking around some of the proposed standards.  Standards bodies, by definition have a formal review and balloting mechanism – which tends to be slow.  So, in order to accelerate the discussion a separate forum would be nice.  The Sematech 3D Enablement Center is doing this already for manufacturing-oriented standards.  Let’s work with GSA to create a forum to discuss design-oriented standards, and if (or when) a given proposal is flushed out, give it to Si2 to create a true standard.

Liz: Your 2011 hope or wish for 3D standards?

Riko: That our industry can actually define a standard without having to fight a turf war.   We can do this if we get ahead of the 3D product curve.  But only if we all pitch in.. .

Riko Radojcic, who has over 25 years in the semiconductor industry, is a Director of Engineering at Qualcomm, currently leading the Design-for-Through Silicon Stacking Initiatives.

 

 

 

What if….no more big three?

Monday, March 28th, 2011

Continuing with my conversation with Tom Kozas, president of CADmazing Solutions, I asked him about a hypothetical scenario:

 

Ed:   So Tom, what would happen if for some reason, the big three EDA vendors all went away?   So instead of Cadence, Mentor, Synopsys,  the biggest three would be Magma, Apache?  Atrenta?

Tom:  I think this raises even more questions.

Ed:  Hmmm…interesting.  What questions?

Tom:   Several come to mind:  Would this mean renewed growth for the industry? Would the fundamentals change that encourage investment in new startups? Would the design flows become more or less integrated, collaborative, and global?

Ed:  Ok, good questions to ponder.   So what would be THE big issue?

Tom:  The “Silicon” in Silicon Valley is missing.  Without investment in new semiconductor startups, growth simply won’t happen.  Virtually all new design starts are happening within the big systems and semiconductor companies which means the only way to grow an EDA company, is to steal market share.

But would this translate to increased value for the remaining EDA companies in the eyes of the financial community?  What’s interesting about this hypothetical is, even though it would put the remaining EDA companies in a position to take advantage of this opportunity they might not be able to.

Ed:  Just to play devil’s advocate, why wouldn’t that next set of players, whoever they are, be able to take advantage of the sudden disappearance of the big three?    And who do you consider to be that next set of players?

Tom:  Good questions.   But let me respond by saying what they will need to provide.

So, the next big three will have products that have great user interfaces, provide online collaboration, and be part of a new ecosystem that enables innovation.  The industry already has advanced technology but needs graphical and command-line interfaces that exploit the online design environment.

Second, designers don’t necessarily sit in the same building but often have to work on the same problem. For example, two or more designers should be able to share the timing database and bring up the same timing path without having to rerun static timing analysis and do it within minutes no matter where they are in the world.

Finally, the current EDA ecosystem is in the dark ages, there needs to be a new model that facilitates new algorithm and tool development with a reward system.

Ed:  Tom, thanks again for your insights.

 

Tom Kozas on EDA in the Clouds

Tuesday, March 8th, 2011

I recently grabbed coffee with Tom Kozas, President of Cadmazing Solutions. Since Tom’s staff works with a variety of domestic and international electronic designers spanning many industries, he sees a lot of different attitudes toward design tools. So I asked him:

Ed: So Tom, what about EDA in the clouds? Do your clients see that as desirable? Even viable?

Tom: It all depends on who is realizing the value.

Ed: When you say “realizing the value,” what do you mean?

Tom: OK, good point. EDA vendors have a completely different reality of their product value than do their customers. The EDA vendors believe that their product provides “absolute” value while EDA customers only see incremental product value. At CADmazing we deal with this reality with every customer and vendor we engage with.

Ed: Why the vast discrepancy?

Tom: Well, it’s the customer that commits the extra time and effort to go from incremental to absolute value for the complete design flow. As for EDA in the cloud it won’t fix the EDA industry.

Ed: No? Why is that?

Tom: Large customers already have their own clouds accessed through virtual private networks. So if a customer’s design environment included tools from each of the three top vendors, would this mean they would have to log into three different clouds?

Ed: Well, would the EDA customers then create their own cloud interface that all EDA tools would have to work? Or that the big three could create a standard cloud interface?

Tom: I just don’t see this type of collaboration happening among the top three EDA vendors. The industry would need something like an “Open Cloud” initiative that enables customers to have access to any EDA tool they want, especially from EDA startups – once the world comes back to its senses and starts funding them again.

Ed: So what’s your take on when EDA will be in the cloud?

Tom: Some EDA companies are already offering their products on the cloud. EDA companies will need to be careful that they are not creating a solution looking for a problem.

If EDA vendors want to successfully offer their tools and services on the cloud, they will need to provide an advantage that increases their customers’ business success. A technical and/or business advantage that goes way beyond outsourcing compute cycles.

Ed: Tom, thanks for your take on the EDA cloud.
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Tom Kozas is President and principal consultant of Cadmazing Solutions www.cadmazing.com and has worked for years in engineering and marketing at EDA startups – such as Monterey – and established companies – such as Hughes Aircraft, Cadence, Compass. Cadmazing provides IC CAD development & implementation services for analog, digital, and mixed-signal system-on-a-chip (SoC) technology and full-custom designs. Tom’s email is: tomk@Cadmazing.com.

Gianfagna on EDA and IP merging, annexing of embedded software

Monday, July 12th, 2010

mikeg2The pre-DAC acquisitions of Denali and Virage drastically realign the core of the EDA industry. When IP first came on the scene here in the US, (I think 3Soft was the first IP company I saw), many people figured that IP would become another form of delivery for chip designs – and that they would come from the semiconductor companies.

The EDA executives’ explicit remarks about how IP is key to their continued growth could turn EDA into an industry of IP haves and IP have nots.

How does this EDA realignment affect customers? We asked Atrenta vice president of marketing and industry voice Mike Gianfagna, ” What does the EDA industry realignment mean for customers?”

Here’s what he said:

Realignment can mean two things that are related, but a bit different.

One form of realignment we’re seeing is the IP market merging into the EDA market. This is definitely good for IP customers. Effective IP reuse requires a blend of quality, highly validated IP and a good reuse methodology. The methodology need is for both authoring IP to be reusable and implementing the reuse itself. EDA is a good place to bring all this together. Most larger EDA companies understand what it takes to deliver high quality, validated designs. They also understand what a reuse methodology should include. A lot of the smaller IP shops don’t have this perspective.

Another realignment is the “annexation” of embedded software into EDA. Synopsys is validating this trend with their buying spree, and Cadence is validating the trend with their EDA360 proposal and some buying, too. This is also good for the customer. If software development teams can help to drive the silicon creation process, we are going to see some new killer apps emerge as a result.
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What do you think about the combination of IP and EDA? Let us know in the “comments” section.

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Mike Gianfagna on EDA360

Monday, June 7th, 2010

mike-gianfagna534c2x3x3003Mike Gianfagna, well known and long time EDA executive, has quite a bit to say about the EDA360 manifesto that’s electrified the EDA world. As vice president of marketing at Atrenta, Inc, Mike has been an astute, articulate participant in the EDA value discussion. I was able to grab a few minutes with Mike to ask how EDA360 helped define the 2010 and beyond definition of EDA value and how it might alter the industry’s direction.

ED: EDA360 has caused quite a buzz. Why?

MIKE: Simply put, it’s one of the first times a major EDA vendor has focused on growing the industry and not just winning the next deal.

ED: It’s curious that EDA people have embraced it so vigorously. After all, it’s not a “how to” but more of a “here’s the vision, the dream.”  What’s the impact of EDA360 on the EDA industry? The EDA user community? The EDA media?

MIKE: Let’s face it, the EDA industry has been stuck at roughly the same size for a long time. This lack of growth, in my opinion, has a lot to do with the predatory practices most suppliers pursue. That is, “I win the current budget and you lose.” Growing the business takes a broader view, and a good dose of vision to see beyond today’s budget and determine how EDA can serve new customers tomorrow. EDA360 articulates such a vision.

I’d like to think all this will have a positive impact on our industry overall. As for the EDA media, I am honestly not sure who that is anymore, so it’s hard to comment.

ED: This is a Cadence-generated document. How effective can it be if there’s a significant “other” camp?

MIKE: This point is what I find most interesting (and refreshing) about the concepts of EDA360. It’s not a Cadence document per se. It’s a blueprint of where EDA can go to find new customers and add new value. The piece articulates this in terms of current industry trends. It aims to exploit adjacencies in order to grow the market. And it clearly states that everybody needs to start thinking differently if it’s going to work.

ED: Rightfully, some people could view EDA360 as a Cadence effort to regain some of its industry momentum and influence that it has NOT had for years. Why should the rest of EDA buy into a company initiative?

MIKE: As I mentioned, I don’t see this as a company initiative. I see it as a call to action for our industry. We can all keep chasing the same budget, or find new customers and new budgets. A “dog food dish” image is spinning around in my head right now, but I’ll leave that discussion to the class historians among us.

ED: How will EDA360 affect the big 6: Atrenta, Cadence, Magma, Mentor, Springsoft and Synopsys?

MIKE: Wow, thanks for the flattering reference. It’s not every day that Atrenta gets mentioned in the same sentence with Cadence, Synopsys and Mentor. The reference is correct, however. Atrenta is now at a size, and a popularity level  that gives us the opportunity to make a real difference, if you believe the DeepChip readership.

How can we make a difference? First of all, a consistent focus on serving the new and emerging user base referenced in the EDA360 vision will help. That is, the software development community that requires advanced silicon to get its job done. The changes implied by EDA360 will take time – all design paradigm shifts do and they usually take longer than you like.

If a group of forward-looking companies can work together toward the vision, the time required to get there can be reduced. And that spells opportunity for everyone.

ED: How will EDA360 affect the medium sized EDA companies?

MIKE: I think the effect here will be similar, except many mid-size EDA companies may necessarily be slower to respond. Pursuing new markets and new customers takes discretionary resources, and many mid-size companies don’t have a lot of that.

ED: How will EDA360 affect the slew of small and startup EDA companies?

MIKE: For the current crop of startups, I don’t believe the effects will be that noticeable. Some will figure out how to re-invent themselves in new, emerging markets but most will continue on the path they are currently on.

The interesting part for venture-funded startups is what happens next. Will the venture community start writing checks for new business models that address the application software developer’s needs? If this happens, we’ll have another proof point that EDA360 is more than a nicely done White Paper.

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