EDACafe Weekly Review April 19th, 2018

Note from the ESD Alliance’s Bob Smith: Nicolas Athanasopoulos, OneSpin’s head of digital strategy, gave us an overview about what he plans to present next week at the ESD Alliance-hosted Digital Marketing Workshop. Now, we’ll hear from Dave Kelf, chief marketing officer at Breker, about why he’s so bullish on developing and implementing a content marketing strategy. We look forward to seeing Nicolas and Dave Thursday, April 26, at SEMI in Milpitas, Calif. We hope you’ll join us.

Engaging with prospective customers is one of the most increasingly difficult challenges all companies in the semiconductor industry face today. It’s even more challenging for small companies like those I’ve worked for over the years. And, it’s not getting easier using our traditional marketing and sales techniques.

Sure, most startups can attract a few early adopters, those guys who are the lifeblood of the fledgling organization that help drive early development. But getting key people at mainstream accounts to return emails or a phone call has become increasingly difficult. This is now a major problem for sales managers in general. Scaling a business has never been tougher.

One of the answers to this conundrum may be found by considering our own buying patterns these days. If we make a significant purchase, it has become commonplace to do a lot of research online before ever setting foot in a store or talking to a sales person. Consumers have never been as well educated, and it is this trend that suggests our solution.

Push tactics simply do not work anymore. Our prospects educate themselves before they come to us, and if they are purchasing licenses for potentially hundreds of thousands of dollars, they are really going to self-educate. Pull strategies are essential to tap into this online education trend, and this is at the heart of modern, inbound-marketing strategies. We have to become the great educators, and turning that educational experience into a nurturing path toward consideration of our own solutions.

How do we do this effectively, making use of online tools and channels available to us?

When Nicolas Athanasopoulos, OneSpin Solutions’ head of digital strategy, and I started working together a year or so ago, we exploited and developed these channels to great effect, with lead generation like I have never seen from traditional channels.

Nicolas came from outside the semiconductor industry with a fresh perspective and a new approach that obsoleted all the traditional tried-and-true efforts we knew. No one, and certainly not a decision maker, answers a sales call or responds to email any longer, and interest in conferences and mainstream media has waned. Compounding a tough situation is competitive activity and industry consolidation that puts more pressure on small and medium-sized semiconductor enterprises.

Observing Nicolas’ experience and sizable skillset, I became a believer. Marketing technology is evolving as fast as users and prospects are changing their behavior. Targeted solutions can actually tackle today’s marketing needs. Better yet, I found digital, content-based, inbound marketing isn’t difficult to implement or expensive and can lead to significant results, well within the limited marketing resources of a startup.

With this backdrop, I invite you to join Nicolas, who’s flying in from Germany, and me for an ESD Alliance-hosted Digital Marketing Workshop Thursday, April 26, at SEMI in Milpitas, Calif.

We will share with you best marketing practices for an effective digital marketing strategy based on proven, effective techniques borrowed from other industries that can be applied to electronic system design ecosystem marketing. We’ll outline environmental challenges to modern tech marketing and clear up myths of online, content-based, social media marketing. We’ll show you how to get qualified prospects to seek out your company instead of searching for them. Rather than blast out your message and hope an engineer or designer sees it, bring them to your company’s solutions using a few proven Inbound Digital Marketing techniques we’ll teach you. At the conclusion of the workshop, you will have a toolbox to implement a web-based content and lead-nurturing plan using cost-effective and proven digital marketing techniques.

Our 3.5-hour workshop will start with breakfast at 7:30 a.m. and run from 8:30 a.m. until 12:30 p.m. It will consist of four sections:

  1. Intro –– Tech marketing in the digital age
  2. Inbound –– A strategic model for digital marketing
  3. Digital marketing –– Tactics that fit for EDA
  4. Case study –– Digital marketing at OneSpin

We designed the workshop for CEOs, marketing executives, content creators or anyone else from within the semiconductor industry interested in implementing or improving their company’s content marketing strategy. The cost for the workshop is $30 per person for ESD Alliance member companies, $75 per person for non-members and includes breakfast. I understand seating is limited, so please register today. Registration information can be found at: http://bit.ly/2pvDqlL

At Intel, Drones Reimagine Fireworks and Reinvent Light Shows

Anil NanduriBy Anil Nanduri

For the last 1,400 years, fireworks were predominantly the only way audiences could experience a light show in the sky. Now, in the 21st century, welcome to the next generation of light shows, thanks to Intel drone light show technology.

From performances on one of the largest international stages – the opening and closing ceremonies of the Olympic Winter Games PyeongChang 2018 where Intel achieved a new Guinness World Records title for the opening ceremony flight – to lighting the Las Vegas Strip and performing with the Fountains of Bellagio, and most recently at the Coachella Valley Music and Arts Festival, Intel has been thrilling crowds and making headlines with our drone light shows.

Press Kit: Drones at Intel

It is believed that fireworks date back to the seventh century, when the people of China first used them to accompany festivities. While fireworks amaze the young and old alike, there are pollution and safety concerns, with many cities banning shows due to the concerns. Additionally, the sound of traditional fireworks is known to upset farm animals, family pets and young children.

Technology courtesy of drone light shows provides an opportunity to experience the night sky in different ways. Think of drone light shows as modern-day fireworks that are green, reusable and more precise, providing programmable control for a new generation of aerial artisans and technicians. And they include innovations that effectively address many of the issues associated with traditional fireworks shows.

Let me outline the opportunity of this technology, the history of these light shows and how Intel envisions leveraging this technology in the future.

intel Drone Light Show

The Idea

A few years ago, Intel’s CEO, Brian Krzanich, asked the team if we could use drones to draw Intel’s logo above our headquarters. As part of the New Technology Group at Intel, our organization’s charter is to test and incubate new technologies, and we tested the technology with 100 drones controlled by a single pilot.

We worked to understand the mechanics of operating a show – from logistics and animations to safety protocols and airspace regulations. Our findings led to development of a sustainable business model. In less than a year, a handful of our talented engineers had purpose-built new hardware and software – the Intel® Shooting Star™ system for drone light shows – leading us to multiple world records and a collaboration with a major theme park for a winter holiday show.

Since then, our light shows have flown in more than 10 countries at major events: from a performance for a Super Bowl halftime show, the home entertainment release of “Wonder Woman,” Singapore’s National Day parade, most recently during headlining electronic duo ODESZA’s set at the Coachella Valley Music and Arts Festival, and more.

The Future

The sky is a blank canvas for creating new experiences with drone light shows, including Intel branding and awareness. Both Intel and our strategic partners have benefitted from the media attention and awards generated by our shows. We look forward to seeing these experiences in locations across the world from sporting events, theme parks, celebrations and more.

The technology employed in our drone light shows can be applied to other applications, including search and rescue where multiple drones can look for a lost hiker, or commercial applications for large infrastructure inspections that reduce inspection time and improve efficiency.

As we look forward, the notion of flying lights and being able to use drones indoors – including in stadiums and theaters where GPS signals for positioning are not available – led us to develop new capabilities to fly drone swarms inside. At CES this year, during Krzanich’s opening keynote, we demonstrated synchronized flight indoors with the newly designed Intel® Shooting Star™ Mini system1, creating a new world record with 110 drones flying simultaneously.

At Intel, we will continue to push the boundaries of drone technology, accelerating the adoption of commercial drone use and proliferating this new, innovative form of entertainment. We are committed to bringing drone innovations to market in a safe, responsible and scalable way. We are thankful for the regulatory agencies, ecosystem partners, customers and everyone involved that helped make this a reality.

One day in the future, we will look back at history and see how drone light shows transformed the way we look at the night sky.

Anil Nanduri is vice president of the New Technology Group and general manager of Unmanned Aviation Systems at Intel Corporation.

1Notice: This device has not been authorized as required by the rules of the Federal Communications Commission (FCC). This device is not, and may not be, offered for sale or lease, or sold or leased, until authorization is obtained.

Expanding Our Orbit
April 16, 2018  by Bob Smith, Executive Director

The big news this week is from the ESD Alliance and SEMI. We announced a memorandum of understanding where the ESD Alliance will become a SEMI Strategic Association Partner.

Jointly, the ESD Alliance and SEMI will provide great value to our collective membership. Under the SEMI global infrastructure, our geographic reach will expand considerably, a goal I set when I became executive director three years ago. As a global organization and platform that’s been around since 1970, SEMI will provide us with the opportunity to further expand our reach and activities beyond North America. Our members will have access to SEMI’s global platform with offices and forums all over the world. 

Otherwise, nothing else will change and working together will expand the charters of both, representing our member companies as we’ve been doing and promoting their value as vital components of the global electronics ecosystem. Our board of directors will continue to govern the ESD Alliance’s distinct community, setting the organization’s direction and will function as an Executive Advisory Council of SEMI.

In the past, SEMI’s focus had been on electronics manufacturing and largely on the semiconductor supply chain. Its mission now encompasses the entire electronic product design and manufacturing chain. With the ESD Alliance, SEMI strengthens its ability to serve the entire electronic product manufacturing chain and benefits with direct engagement from our design ecosystem expertise. The charter of our technical programs, initiatives and events complement SEMI’s technology communities and activities that include advocacy, standards and environment, health and safety.

SEMI’s interest in the ESD Alliance is a story unto itself. Historically, SEMI focused on semiconductor equipment and materials. Its members made the machines and materials that make chips.

With offices all over world and a focus on systems, market applications and smart verticals, it missed a relationship with the design community. A partnership between the two organizations changes that.

We expect the integration to be completed this year.

Digital Marketing Workshop

A reminder that we’re hosting a Digital Marketing Workshop Thursday, April 26, at the SEMI office in Milpitas, Calif. Nicolas Athanasopoulos, OneSpin’s head of digital strategy, and Dave Kelf, chief marketing officer at Breker will offer presentations on the best marketing practices for an effective digital marketing strategy. They will advise us on ways to implement a web-based content and lead-nurturing plan with cost-effective and proven digital marketing techniques. It’s a terrific opportunity for CEOs, marketing executives, content creators or anyone else from within our ecosystem to learn about implementing or improving their company’s content marketing strategy.

The workshop begins with breakfast at 7:30 a.m. It will run from 8:30 a.m. until 12:30 p.m. The cost for the workshop is $30 per person for ESD Alliance member companies, $75 per person for non-members. Seating is limited. Registration information can be found at: http://bit.ly/2pvDqlL

Watch this space for more news about our expanding orbit or send email to me with your questions. I can be reached at bob@esd-alliance.org

Engage with the ESD Alliance at:

Website: www.esd-alliance.org

ESD Alliance Bridging the Frontier blog: http://bit.ly/2oJUVzl

Twitter: @ESDAlliance

LinkedIn: https://www.linkedin.com/groups/8424092

Facebook: https://www.facebook.com/ESDAlliance

Write-only ports
April 16, 2018  by Colin Walls

I often joke that my job puts me in a difficult position, as I am a software guy and a very large proportion of Mentor employees are hardware design specialists; I am consorting with the “the enemy”. Although I am making a light-hearted comment, there is, sadly, something of an “us and them” attitude between software and hardware teams in many companies. It is in everybody’s interest to make this a thing of the past.

Sometimes, it seems as if this view is reasonable, when hardware seems to be designed specifically to make life hard for software developers …

DownStream: Solutions for Post Processing PCB Designs
TrueCircuits: UltraPLL

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