What's PR got to do with it?
Ed Lee has been around EDA since before it was called EDA. He cut his teeth doing Public Relations with Valid, Cadence, Mentor, ECAD, VLSI, AMI and a host of others. And he has introduced more than three dozen EDA startups, ranging from the first commercial IP company to the latest statistical … More »
IP up front at DAC
May 14th, 2013 by Ed Lee
These two trend setters share their opinions on the BIG DAC themes in 2013.
I see two related trends:
1) More signoff activity earlier in the design flow
2) More focus on IP quality and usability
Both of these trends represent a maturing of design tools and business models. Because of the tremendous complexity that sub-20 nm design brings, it becomes more important to get the design right as early as possible. The tools are maturing in the earlier stages, and more designers are demanding clean reports, or sign-off level quality audits as a result. This is helping to reduce schedule delays and design costs – good for the industry.
Semiconductor IP is also maturing – both use models and business models. There is a growing focus on reporting delivered quality and robustness. This will allow IP providers that deliver the best IP to flourish. Also good for the industry. We’ll see an increase in conversations about IP providers collaborating with the rest of the ecosystem at DAC. Another good trend.
~ Mike Gianfagna, VP of Corporate Marketing, Atrenta
The big theme of this year’s DAC, at least on the surface, is its 50th Anniversary. Austin, the second-largest center for semiconductors in the USA, seems a fitting venue for this celebration. Aside from this, it’s business as usual—at least on the surface. The drumbeat has been building for years, but in my conversations with long time DAC attendees and exhibitors, the sentiment is strong that the conference desperately needs to reinvent itself to reflect that IP is the big dog in driving chip designer productivity. In fact, isn’t IP the quintessential expression of “Design?”
~ Warren Savage, President and CEO, IPextreme
Tags: 50DAC, Atrenta, Chip Design, DAC, DAC2013, Design Automation Conference, Design Automation Conference 2013, EDA, Electronic Design Automation, https://www.facebook.com/pages/Lee-Public-Relations/201964499825219?ref=hl, Intellectual property, IP, IPextreme, Lee PR, SoC