UltraSoC appoints Rupert Baines as CEO

CAMBRIDGE, United Kingdom, 9th April 2015- UltraSoC, the pioneering provider of advanced debugging and analytic technology for embedded systems, today announces the appointment of Rupert Baines as its new CEO.

Baines, a 30-year veteran of the global semiconductor and communications industries, has previously held senior roles in both start-ups and prominent trans-national companies. Most recently he was VP of Strategic Marketing at Mindspeed following that company’s acquisition of Picochip (now part of Intel), where he had served as VP of Marketing. His CV also includes spells at first:telecom (acquired by Atlantic Telecom for $818 million), Arthur D Little and Analog Devices, where he played a key role in the development and mass-market adoption of digital subscriber line (DSL), the most common broadband access technology in use around the world today.

 “UltraSoC has a great team and game-changing technology,” said Baines. “We’re not only empowering designers to create better products ‘first-up’, more quickly and easily – we’re also giving them the opportunity to use connectedness and analytics to refine the performance and features of those products when they’re actually in use. This really has never been possible before.”

UltraSoC’s core offering embeds debug and analysis capabilities into the silicon chips that are used in today’s electronic products. This allows chip designers to design and debug their devices more quickly, and to offer their customers innovative features such as in-service power consumption optimization, self-testing and failure detection.

“Rupert has an outstanding track record of success in leadership and category definition in technology markets,” said Chris Gilbert, Chairman of the UltraSoC board and formerly CEO of Ubiquisys, acquired in 2013 by Cisco in a trade sale that valued the company at approximately $310 million. “We believe his passion and ability to translate great technology into real-world impact are exactly what’s needed to take UltraSoC to the next level of success.”

UltraSoC’s VC investors include Octopus Investments, whose Ventures team has helped build global businesses such as Zoopla Property Group, Secret Escapes, SwiftKey,  graze.com and YPlan. 

The company will exhibit at the upcoming 52nd Design Automation Conference (DAC), via its recently announced participation in the Constellations IP Community (Booth #3501, Moscone Center, San Francisco, June 7 – 11, 2015). At the same event, the company has been selected to deliver a paper on “Design for Analytics”, within the Designer/IP track of the conference. 

About UltraSoC

UltraSoC is an independent provider of SoC infrastructure that enables rapid development of embedded systems based on advanced SoC devices and is headquartered in Cambridge, United Kingdom.

For more information visit  www.ultrasoc.com

About Octopus Investments

Octopus is a venture capital investor which backs talented people with the potential to build big businesses. Our focus is on identifying entrepreneurs and fast growth companies that can scale explosively to create, transform or dominate an industry. The Ventures team has a proven track record of helping build exceptional global businesses, including Zoopla Property Group, Secret Escapes, SwiftKey,  graze.comand YPlan.

The Ventures team is part of Octopus Investments, one of the UK’s fastest growing investment management companies specialising in smaller company investing, with more than £3.5 billion of assets under management.

For more information visit  www.octopusinvestments.com


Andy Gothard
+44 7768 082 044
Twitter: @ultrasoc

Cordelia Meacher
Octopus Investments
+44 7961 311 080
Email Contact


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