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Archive for December, 2011

Coming Full Circle

Thursday, December 15th, 2011

We have a running joke in the EVE office in San Jose, Calif., that our children will keep us employed. The truth is, we’re not far off. Our kids are the driving force behind the development of new technology. They are using social media and downloading videos as forms of communication, networking and entertainment, and it’s a constant barrage on an already overworked Internet.

Bandwidth is becoming an increasing problem. Sluggish downloads or error messages due to capacity and overload are not going to cut it for the younger set who wants it now and in high-definition video. While the baby boomers fashioned instant gratification into a lifestyle, this generation has made it into a high-speed, multitasking art form.

If complaints about a slow-crawling Internet sound familiar, they should. The EDA industry enabled the telecommunications infrastructure overhaul from 1998 to 2000 with powerful, effective hardware and software tools, just as the Internet was becoming a new form of communication.

And here we are again, poised for another huge leap in Internet and cellular bandwidth requirements, supplied by telecom equipment makers and the semiconductor/EDA ecosystem supporting them. Our children are ensuring gainful employment for those of us in these industries as they lead the way for all of us to overload the networks in 2012 and 2013.

We’re already seeing the signs in the form of new communication chip design projects. Be it fabless semiconductor players or network equipment suppliers directly, processing and multimedia requirements are moving up 4-6X in the next design cycle.

The EDA community has the opportunity once again to play a big role in revamping the backbone of the Internet infrastructure because suppliers will need more powerful EDA tools to develop next-generation devices. Each piece of the design flow will play a role, but the significant opportunity will be available to those of us that address co-development of hardware and software for these new platforms.

Development teams assigned to a SoC project of this magnitude will be juggling embedded multicore processors, DSP, third-party IP in hardware and huge development teams for software applications, now required across multiple operating systems. A strategic verification plan will be a must-have for the project team and emulation should be its keystone.

Emulation is uniquely suited to these challenges due to its versatility. It provides a close realization to silicon because it models a design into a hardware implementation, the only a way to ensure that all of the blocks are verified accurately and in a reasonable timeframe. Emulation can test a wide range of design styles, and validate hardware and software on billion-gate devices by exercising billions of clock cycles before tapeout. Emulators include hardware debugging capabilities and execute RTL models at multi-MHz speeds, mitigating runtime performance issues associated with simulation, particularly at the full-chip and system level. Newer emulators are more cost effective than traditional models, making them more accessible than ever before.

I consider this phenomenon as a means of coming full circle, both in business and in life, thanks to our children. 2012 should be an exciting year for the EDA industry as a whole — and verification vendors in particular — as we facilitate another overhaul of the Internet. I hope our children will be pleased. And in the meantime, I need help with one of the features on this new PDA.


What Is Up With Social Media?

Friday, December 2nd, 2011

A commonly asked question I hear all the time is: “What is up with Social Media?” As well as, “Is this just another phase?” And, “Do companies need to get on board or just ride it out?”

The answer to all is YES; your company needs to be established with Facebook, Linkedin, Twitter and YouTube for it to be considered current in Marketing now-a-days. Every year the cost/return to traditional Marketing will continue to decline. In 5 years time, it will just be the way things are done.

Keep in mind, it is found that increased sales, decreased cost and customer satisfaction are the top three reasons why it is important for business to connect with Social Media. Although some executives are still reluctant to the idea of putting time and efforts into something they are not sure about. They may be worried that “bad” feedback might come out of Social Media.

Always remember that companies will get both good and bad feedback throughout their lifetime, but “negativity” is not a bad thing. It is important that you respond in a timely fashion and be sure to always respond in a professional way.

EVE has put together a Social Media Strategy, based on my research, training I received at an American Marketing Association workshop and input from the sales and marketing teams. My suggestions for getting started are based on this exercise.

You may want to begin with a brainstorming session with your team to determine which Social Media avenues are best for your company. Before jumping into social networking as a marketing tactic, you should consider the following.

  • What is the business objective? What are our goals?
  • What does our audience want? What needs will a community fulfill? (Question: Do we need to define community?)
  • What can we do to encourage interaction among members?
  • Is there something else we can provide our users other than the conversation? How do we add value to keep them coming back?
  • How can we keep our site new and fresh?

If you haven’t already, consider blogging or being on a regular guest blogger on another blog. This helps expose your company and, with good content, people will always come back to view your blogs.

Here’s a great point from the blog by David Amerland, the author of the best-selling “SEO Help: 20 steps to get your website to Google’s #1 page,” on “Social Media Marketing is Crucial to your Business Success”:
The days when customers trusted a faceless corporation or even a remote business with a website are long gone. Today, those who are online want to make a value-judgment about a business based on what they can assess from what they see. A lack of social media marketing is often deemed to be a negative mark against a business as it makes it difficult to connect with.

To read the entire article, go to:…
What does your company’s website look like and what grade do you think it would receive? Check it out at
Although you may think it is all about the numbers, it isn’t. It is about making the web work for you 24/7. It’s about monetizing new products and services via the social platforms and, if only 50 of those 100 or 100,000 who check out your website buy your product, those are the 50 you need to engage.
I’ll review ways to analyze the success of social networking programs in my next blog post. Until then, go ahead and get started!


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