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Cindy Wilson, Marketing Communications Manager
Cindy Wilson, Marketing Communications Manager
Wilson has been marketing communications manager at EVE since 2006 and is responsible for its tradeshows, seminars and events planning, media planning, social networking programs and budgeting. She has worked in EDA since 2002 when she joined Tharas Systems and held various positions, including … More »

What Is Up With Social Media?

December 2nd, 2011 by Cindy Wilson, Marketing Communications Manager

A commonly asked question I hear all the time is: “What is up with Social Media?” As well as, “Is this just another phase?” And, “Do companies need to get on board or just ride it out?”

The answer to all is YES; your company needs to be established with Facebook, Linkedin, Twitter and YouTube for it to be considered current in Marketing now-a-days. Every year the cost/return to traditional Marketing will continue to decline. In 5 years time, it will just be the way things are done.

Keep in mind, it is found that increased sales, decreased cost and customer satisfaction are the top three reasons why it is important for business to connect with Social Media. Although some executives are still reluctant to the idea of putting time and efforts into something they are not sure about. They may be worried that “bad” feedback might come out of Social Media.

Always remember that companies will get both good and bad feedback throughout their lifetime, but “negativity” is not a bad thing. It is important that you respond in a timely fashion and be sure to always respond in a professional way.

EVE has put together a Social Media Strategy, based on my research, training I received at an American Marketing Association workshop and input from the sales and marketing teams. My suggestions for getting started are based on this exercise.

You may want to begin with a brainstorming session with your team to determine which Social Media avenues are best for your company. Before jumping into social networking as a marketing tactic, you should consider the following.

  • What is the business objective? What are our goals?
  • What does our audience want? What needs will a community fulfill? (Question: Do we need to define community?)
  • What can we do to encourage interaction among members?
  • Is there something else we can provide our users other than the conversation? How do we add value to keep them coming back?
  • How can we keep our site new and fresh?

If you haven’t already, consider blogging or being on a regular guest blogger on another blog. This helps expose your company and, with good content, people will always come back to view your blogs.

Here’s a great point from the blog by David Amerland, the author of the best-selling “SEO Help: 20 steps to get your website to Google’s #1 page,” on “Social Media Marketing is Crucial to your Business Success”:
The days when customers trusted a faceless corporation or even a remote business with a website are long gone. Today, those who are online want to make a value-judgment about a business based on what they can assess from what they see. A lack of social media marketing is often deemed to be a negative mark against a business as it makes it difficult to connect with.

To read the entire article, go to:…
What does your company’s website look like and what grade do you think it would receive? Check it out at
Although you may think it is all about the numbers, it isn’t. It is about making the web work for you 24/7. It’s about monetizing new products and services via the social platforms and, if only 50 of those 100 or 100,000 who check out your website buy your product, those are the 50 you need to engage.
I’ll review ways to analyze the success of social networking programs in my next blog post. Until then, go ahead and get started!

Emulation for the People?

November 15th, 2011 by Lauro Rizzatti - General Manager, EVE-USA

This week at EDSFair in Japan, EVE is demonstrating the latest addition to its ZeBu family of fast emulation systems, ZeBu-Blade2. This next generation emulator couldn’t have arrived at a better time, as the verification community searches for innovative solutions for the challenges of System-on-chip (SoC) realization, where emulation now plays a key role.

Emulation technology has been around for three decades, but only recently has it gained mainstream acceptance as an integral part of SoC realization. This acceptance is due primarily to the growth in SoC design sizes and, to a greater extent, in embedded software that combined are thrusting the required verification cycles for full-chip validation into the trillions. Ten years ago, the average ASIC design size was around one-million ASIC gates, and full-chip hardware verification could be performed with an HDL simulator.

Sure, every verification manager wants deeper verification coverage and faster execution speeds. But given the high cost of emulation (more on this later), only the largest companies with the most complex designs — typically large-scale CPU or graphics devices that pushed the boundaries of simulation performance — deemed it necessary to leverage an emulator for more verification cycles.

Today, the average SoC design is more like 20- or 30-million ASIC gates. As a result, companies of every size and in every market segment have a significantly larger state space to traverse for hardware verification.

But it’s not just the hardware that needs to be verified anymore. The explosion of embedded software content in modern SoC designs requires billions, if not trillions cycles — as affirmed by an executive of a popular embedded processor company — in pre-tapeout software validation and hardware/software co-verification. Combine this with shrinking market windows, and emulators have now become a mandatory tool for SoC realization, leveraged by hardware and software developers alike.

If emulation is now required for every developer, where is the emulator for the people? The people’s emulator must be easy to use, provide high performance, and be light on the wallet. Traditional emulation systems — often based on custom processors—are known for their ease of use, but are also known for their high costs. These systems are physically monstrous that may require infrastructure changes in a lab for power, cooling, space, and even floor reinforcement.

Alternatively, FPGA-based prototyping offers high performance at low costs, but lacks the ease of use and hardware debugging features of emulation. Thus, many organizations have been forced to choose between full featured but costly emulation, and low cost but difficult-to-use FPGA prototyping.

The arrival of commercial FPGA-based emulators has caused a paradigm shift in emulation. When standard FPGA devices such as the Xilinx Virtex-6 LX760 are leveraged as the core emulation technology, the development cycle for an emulator is significantly reduced — a cost savings passed directly to the customer. These high-speed, high-density and low-power devices also enable multi-MHz full-chip emulation in a desktop chassis using standard power outlets — no lab reconstruction required. A robust software layer ensures that FPGA-based emulation provides ease-of-use features such as automated compilation and full-chip RTL waveform generation.

The emulator for the people is here, and its name is ZeBu-Blade2.

Emulation is Central to the Entire Design Cycle

October 24th, 2011 by Lauro Rizzatti - General Manager, EVE-USA

It’s hard not to gloat when one of the biggest companies in EDA corroborates what we’ve been saying all along: Emulation is the central part of the entire design cycle.
Yes, that’s exactly what Cadence’s executives said during its most recent earnings call, as they described the early success of a newly introduced product built around emulation to support virtual co-verification and rapid prototyping.

Almost everyone in the electronics industry will agree that verification is the most challenging and time-consuming portion of the design cycle. Naturally, we’re referring to functional verification or the testing of the design functionality. And, like most verification tools, emulation is becoming more and more important. In fact, emulation is a necessary element for any complex chip design where integration and quality collide, especially below 40-nanometer or when these designs begin to hit the billion-gate threshold. Emulation accelerates the verification process, working several orders of magnitude faster than simulators, and with similar debugging capabilities.

Emulation is not used for just hardware but software development and IP, too. Hardware/software co-verification is not a new term, but it is a new challenge for all verification tools as embedded products get more and more software content.

Hardware testing alone does not cut the mustard any longer. In today’s design cycle, the hardware and software parts of an SoC need to be checked concurrently to make sure the embedded software is running on the supporting hardware according to the specification. Amazingly, software content in SoCs is growing at a rate of about 200% per year, while the hardware portion is growing at a rate of about 50%.

A hardware emulator is neatly packaged in one universal hardware/software co-verification platform and used for all sorts of designs, from computers and peripherals to embedded processors, networking, video and smartphones. They serve as a solution to runtime problems associated with event-based simulation, and those in the best-in-class category have a smaller footprint, saving space, power and infrastructure costs. Moreover, emulators execute at several megahertz, fast enough to make them appropriate for in circuit testing.

Gloating aside, electronics companies worldwide are committing portions of their engineering budgets to large-scale acquisitions of all types of verification tools, including emulation. In fact, verification has become strategically important and tools to improve speed, capacity and flexibility are highly coveted by engineering groups.

Emulation is a growth engine for EVE and a growth segment within EDA because these tools can help alleviate those critical time-to-market pressures. Several hardware emulation leaders believe that this market segment will be a good business through 2012 and beyond, and may be more resilient than other segments.

TrueCircuits: IoTPLL

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