July 24, 2006
Forte Design Systems' Forte
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Jack Horgan - Contributing Editor

by Jack Horgan - Contributing Editor
Posted anew every four weeks or so, the EDA WEEKLY delivers to its readers information concerning the latest happenings in the EDA industry, covering vendors, products, finances and new developments. Frequently, feature articles on selected public or private EDA companies are presented. Brought to you by EDACafe.com. If we miss a story or subject that you feel deserves to be included, or you just want to suggest a future topic, please contact us! Questions? Feedback? Click here. Thank you!

Sometime companies have corporate policies against seeming to endorse products. Some may see a using product as giving them a competitive advantage and are reluctant to advertise the fact.

That's quite true in our space as well. Some of the companies who refuse to let you use their corporate logos because they have invested billions of dollars to brand it, are perfectly willing to go their friends at dinner in Japan and say we're using this product and it is going well for us. Quite frankly with one of our first customers that's exactly what happened. Our first and only customer for a while was off telling their buds. Their buddies were calling up saying we know that this guy over at xyz company is using your stuff, can you come and show us how this works. Word of mouth in Japan has been incredible for us in terms of expansion. If you look at out strategy, it is to sell
to the biggest of the big. The reason is that they invest in your technology because just like processor nodes you have to make an investment to move and they are willing to do that. After we are in for a couple of million dollars of sales, expansion within those companies is a to more cost effective for us because we can just go find more design groups instead of targeting new small companies and go through the entire sale process again. It has been our strategy for the better part of 5 years. It has paid off handsomely because there a large number of design groups in those companies.

Is there anything else you would like to add?

Brett: One thing that is probably the most interesting thing in my career is that for the last year and a half I have run the Customer Operation group at Forte. My job was to be basically the implementation team when software gets sold to a customer. I had a team of AEs. We went in and helped the customer get his design up and running, make sure they were successful, help them do optimization, teach them to code properly, whatever. The benefit for me was that I got to see a lot of designs firsthand, what tools customers were really using in tier design flows and what challenges they were having. The interesting thing is that when you don't have a marketing title on your business card,
they are willing to tell you a lot of information. We really learned for 1 ½ years as a pseudo marketing guy. These guys exactly taught us where the next challenges were. We had been the leader back then. It gave us the roadmap and business understanding to ensure that we are going to be the leader going forward for the foreseeable future.

The top articles over the last two weeks as determined by the number of readers were:

CoFluent Studio™ To Accelerate Exploration Of Digital Multimedia SoC Architectures Based On Sonics® SMART Interconnects™ CoFluent timed-behavioral models of application use-cases drive Sonics-based SoC platform architecture validation The SonicsStudi development environment allows designers to build their entire SoC platform and configure the Sonics Interconnect as specified at the beginning of the project. SonicsStudio provides the simulation data for fine-tuning the SoC platform architecture, analyzing it in more detail (bandwidths, cache miss ratios, addressing modes, etc.)
and verifying performance figures predicted when using CoFluent Studio models.

Mentor Graphics Presents The MythBusters at the Design Automation Conference Mentor Graphics luncheon presentation, "Busting the Myths of Verification." Adam Savage and Jamie Hyneman from the television program The MythBusters will join Tom Fitzpatrick, verification technologist of Mentor's Design Verification and Test division, to share their methodology for analyzing a myth and determining its plausibility -- or busting it.

Elsevier New Textbook serves as Comprehensive Guide for Latest, Up-to-Date Technologies of Design-for-Testability SynTest Technologies, Inc., a leading supplier of DFT tools, announced the availability of “VLSI Test Principles and Architectures: Design for Testability” a most recent textbook co-edited by SynTest founder and CEO, Dr. Laung-Terng Wang

Incentia TimeCraft Adopted by NEC Electronics' EMMA(TM) Project Team for Design Tape-Outs Incentia Design Systems, Inc, announced that NEC Electronics' EMMA™ project team has successfully taped out designs with sizes of up to 20-million gates, using Incentia's TimeCraft™ static timing analyzer's (STA) and its advanced On-Chip-Variation (OCV) analysis feature. The built-in advanced OCV capability improves accuracy and efficiency for nanometer design timing analysis.

Synplicity Signs OEM Agreement with EVE; Expands into Rapidly Growing Verification Market Synplicity, Inc. announced the signing of a multi-year OEM agreement with EVE pursuant to which Synplicity will provide EVE's customers with access to Synplicity's industry-leading FPGA synthesis technology. Under terms of the agreement, EVE will bundle a customized version of Synplicity's Synplify Pro software into its ZeBu hardware-assisted verification suite, allowing EVE's customers to benefit from the increased performance and quality of results offered by Synplicity's FPGA synthesis software

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-- Jack Horgan, EDACafe.com Contributing Editor.


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