July 17, 2006
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Last time around,
Buzz@DAC.2006 was a straightforward set of 100-word responses from 60+ voices in EDA. This time around, Buzz@DAC.2006 v2 is a very different animal. Here, you'll find a heady mix of vendor-supplied submissions, descriptions of some of the interesting panels, luncheons, tutorials, and sessions coming up at the Design Automation Conference in San Francisco, notes from a phone call or two, plus bits here and there about what to see when you're in town for the event.
I won't say this is a sleek, efficient, or optimized pre-conference presentation on DAC, but I will say that if you read it top to bottom, you'll have a scatter-shot impression of what some (but not all) of your opportunities will be from July 23rd through July 28th in and around Moscone Center - and what you should be thinking about while you're partaking of those opportunities.
Rajeev Madhavan, Chairman & CEO at Magma Design Automation - [I spoke with Rajeev by phone on July 7th. I was in Silicon Valley; he was visiting family in Southern India, having just come from meetings in Japan, Taiwan, and China.]
This year at DAC, we are basically the technology leader and will have a whole bunch of announcements and demonstrations going on at 65 nanometers, and even 45 nanometers. Unlike other EDA companies who buy their technology, ours is home grown. Typically, EDA companies grow through acquisition, but Magma likes to buy companies either very early in development or develop the technology ourselves.
that succeed who will add quite a bit of value [to the EDA industry] here. It will take time, but it will happen.
There is a huge amount of design being done here in India. Many global companies are here - Texas Instruments, Infineon, and many other customers. There is also a [growing] ability to write software tailored to these companies. And, cutting-edge designs are being done here, 65-nanometer designs. It's definitely happening - you have very complex chips being done here now. The design teams are fighting to do [more and more] of the cutting-edge designs.
So, with those design skills here and the software skills here, innovation in EDA is bound to happen here as well, because there's tremendous drive to do it. We see it in our own R&D team here in India. Several patentable inventions have happened here, and there are bright, young kids here with energy being managed by our team in Santa Clara. Now, we need to build more managers here in India. [That will happen] over the next 2 years or so. We need to be able to manage our growing talent pool here.
Magma is truly an international company, and yes we do also have an office in Beijing. We have 13 or 14 people there writing code, and experimenting in one or two areas. However, as with [all international companies], English is the lingua franca - which works in India. In China, however, I still need an interpreter. English is still not widely spoken and we have some difficulty managing our team in China from Santa Clara. Clearly, English is an advantage [that India has over China].
Japan is a very different market, [of course]. It's a very mature market, with big customers. The Japanese market has been very important to us - we've had a fairly big team there almost from the very first year we set up operations in Japan. But then, from day 1, Magma has always had multiple international sites and customers. First we had R&D in the Netherlands, then Los Angeles and Austin. Today, there's R&D going on in Munich, Beijing, Bangalore, and Deli - and now Turkey, as well. We're definitely growing worldwide. At the end of last year, we had approximately 580 employees. We are adding close to 250 this year, and expect to be at 850 by the end of the year. We are very, very busy!
It does require a lot of travel on the part of management, but [we are growing] our local management and our local talent pool in these areas - people who know how to write and support EDA software. And yes, absolutely - human interaction across the teams [and geographies] is required! But that's one thing we have always done well, to [promote interaction] across teams. On a quarterly basis, we fly 80-to-90 percent of the company into Santa Clara to make sure that everyone gets it when change in happening. [Similarly, of course], DAC definitely helps Magma. It's a good opportunities for us to bring our users together. We organize ourselves at DAC to do that, and we do it well.
design, integration, and verification engineers to check design behavior with simulation, emulation and formal verification tools. Harry Foster is the inventor of OVL and was a driving force behind the movement to make it a standard, where it has brought about fundamental changes in the verification industry, and the move towards Assertion-Based Verification (ABV). Harry is principle engineer for the Mentor Graphics Design, Verification, and Test division, and serves as chair of the IEEE 1850 Property Specification Language (PSL) working group.
capabilities, Chartered’s customers can easily locate the comprehensive IP options available to them.
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-- Peggy Aycinena, EDACafe.com Contributing Editor.