What's PR got to do with it? 
Ed Lee
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 exerting its presence at DACMay 20th, 2013 by Ed Lee
With less than 3 weeks away until DAC’13, Liz and I asked Warren Savage about IPextreme’s and Constellations’ planned presence there. Warren is not only founder and CEO of IPextreme, but also head of the IP consortium, Constellations. We caught up with Warren recently, and Mike Gianfagna, VP of Corporate Marketing at Atrenta (Atrenta is a Constellations partner), happened to be there. So, the two of them let us in on what Constellations would be up to at DAC. Liz: Warren, what play does IP have at DAC this year?  Warren Savage Warren: Change is slow, but IPextreme and Constellations are happy to report change is afoot and our workshop at DAC serves as a prime example of this. Together with TSMC and our Constellations partners Atrenta and Sonics, we are pleased to present “Driving Quality to the Desktop of the DAC Engineer” on Sunday, June 2 from 1:00 to 5:00 PM. This workshop showcases a foundry, two IP companies, and an EDA company working together—exactly as we do every day. Why, then, is this the first DAC workshop of its kind? Why have the ties binding us together in the semiconductor ecosystem not been highlighted before? Perhaps the old saying, “If all you have is a hammer, everything looks like a nail,” is the only explanation. At the end of the day, our customers need all of us – both IP providers and EDA vendors. We owe it to them not only to recognize that, but also to make their lives easier by working together.
 Mike Gianfagna Mike G: The *only* way to achieve better predictability for IP reuse is collaboration between the members of the value chain that produce the IP and use it. The technologies that will be showcased at this workshop are interesting and useful. Perhaps more interesting however is the collaboration between a foundry, an IP seller, an IP provider and an EDA supplier to use those technologies. Warren: More details about the workshop, including a full agenda and list of presenters, are available on the DAC website, under Workshops. To attend, select “Workshop 6” from the drop-down menu upon registering for DAC. Ed: What else is IPextreme up to at DAC? Warren: Our other activities at DAC also highlight our efforts to grow and expand the IP ecosystem. We’re pleased to be contributing to Atrenta’s innovative RTL Signoff Theater at Booth #1847, where we will demonstrate the integration that we have done with SpyGlass and our Xena IP management system. Here again, we see EDA and IP coming together to provide a better product to our customers. You can visit the DAC section of Atrenta’s website for more information on the RTL Signoff Theater and their other activities in Austin. Liz: I think I heard you were going to be moderating a Pavillion Panel. Is that true? Warren: I’m excited to be participating in a number of panels and less-formal discussions at DAC surrounding IP. And yes, it is true. On Wednesday, June 5 at 10:30 AM, you can find me at Booth #509 as I moderate the Pavilion Panel “IP Pitfalls: Avoid the Wild Ride.” A strong panel of IP experts from Synopsys, National Instruments, and Open-Silicon promises to bring audience members an entertaining and informative discussion. Again, further details can be found on the DAC website. Liz: I also hear that you’ll be kicking it up in Austin in the name of IP? Tell us more. Warren: IPextreme and the members of our Constellations collective are extremely proud to be part of the groundbreaking Stars of IP party. This event is an industry first, bringing together IP companies and industry partners to co-host a great evening in appreciation of our customers. Held at Six Lounge on Tuesday, June 4, Stars of IP will be a night of bluegrass, beer, and BBQ—a celebration of all things semiconductor IP, with a distinctly Texan twist. This type of industry social event has never been done before, and we hope that the party in Austin is the first of many. It would be wonderful to cultivate a new IP industry tradition that is enjoyable for IP providers and consumers alike. Though the party is invitation-only, we have a handful of tickets available to the general public. Interested parties should email party@ip-extreme.com for more details. Mike G: By Tuesday evening, I think I will have had a good dose of loud music and huge parties. I’m looking forward to a more intimate setting where good conversation and softer music will prevail. Ed: How is DAC dealing with IP this year? Warren: Though it has traditionally been an EDA show, there is an IP presence at DAC if you know where to look. It’s time to bring that to the foreground. If DAC has not yet had its midlife crisis, then the time has come to buy the hot sports car, hop behind the wheel, and burn rubber toward a new format and a brighter future. To move forward and thrive, DAC must take immediate and meaningful steps toward cultivating a greater IP presence alongside EDA at the conference, just as we see happening in the industry itself. Liz: I’m on that road with you, Warren. Tags: 50DAC, Atrenta, Chip Design, DAC, DAC'13, DAC2013, Design Automation Conference, EDA, Electronic Design Automation, https://www.facebook.com/pages/Lee-Public-Relations/201964499825219?ref=hl, Intellectual property, IP, IPextreme, semiconductors |
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