Peggy Aycinena is a freelance journalist and Editor of EDA Confidential at www.aycinena.com. She can be reached at peggy at aycinena dot com.
SNUG: Lunch with a proper stranger
March 28th, 2013 by Peggy Aycinena
The best part of attending a conference like SNUG is plunging into a room of hundreds of anonymous lunch munchers and striking up a conversation with a stranger. Over the course of the meal, you’ll learn a little bit about somebody’s career, their expertise, and their concerns.
This week’s networking lunch at the Santa Clara Convention Center was no different. I had a chance to converse for 30 minutes with a lunch companion at a table full of strangers. By the end of the meal, I had heard first-hand about a really big problem for small IP vendors attempting to succeed in the current market – they can’t. According to my lunch companion, it’s nigh-on impossible to compete against ARM.
This guy works for a small company. He says they’ve got a great product, but they can’t get the tool vendors, the manufacturing guys, or the customers to listen to them. ARM’s got the corner on the conversation, the manufacturers – and he named them all – either cleave to ARM, or in other areas of IP, either always use their own or sometimes use IP from the major EDA vendors who also sell IP.
Needless to say, it wasn’t a happy conversation. This guy told me he has years of experience, his small company makes great IP, and yet there’s no way they’re going to succeed or even be able to stay in business much longer.
The only good news out of the chance encounter with this guy is that Synopsys was paying for lunch. In conjunction, of course, with numerous other companies who were sponsoring all or parts of SNUG. Ironically, those sponsors included among others, ARM, GlobalFoundries, TSMC, UMC, and SMIC.
Which begs the question: Can have your free lunch and complain about it too?
Tags: ARM, GlobalFoundries, SMIC, SNUG, TSMC, UMC