Comments on: A Tale of Two Booths - Certess and Nusym http://theasicguy.com/2008/06/10/a-tale-of-two-booths-certess-and-nusym/ sharing insights into the people side of ASIC design Sat, 22 Nov 2008 07:08:32 +0000 http://wordpress.org/?v=2.3.2 By: harry the ASIC guy http://theasicguy.com/2008/06/10/a-tale-of-two-booths-certess-and-nusym/#comment-93 harry the ASIC guy Thu, 19 Jun 2008 16:59:48 +0000 http://theasicguy.com/2008/06/10/a-tale-of-two-booths-certess-and-nusym/#comment-93 Mark, Thanks for the clarification. I have several people come up to me afterwards and speak well of Certess' technology. I'd be glad to learn more. I'm sure we'll be hearing more form your company, since it is actually doing something "new". Harry Mark,

Thanks for the clarification. I have several people come up to me afterwards and speak well of Certess’ technology. I’d be glad to learn more. I’m sure we’ll be hearing more form your company, since it is actually doing something “new”.

Harry

]]> By: Mark Hampton http://theasicguy.com/2008/06/10/a-tale-of-two-booths-certess-and-nusym/#comment-92 Mark Hampton Thu, 19 Jun 2008 07:03:35 +0000 http://theasicguy.com/2008/06/10/a-tale-of-two-booths-certess-and-nusym/#comment-92 Harry, Thanks for covering Certess here. There is one point I'd like to clarify, "unqualified bugs" do not only lead to more tests, they may identify problems like broken or insufficient checkers. The vectors are not worth much if the design's behavior doesn't get checked correctly. We see functional qualification as complimentary to the "intelligent testbench". It is helping by identifying missing checkers and/or coverage monitors. Regards, Mark Harry,

Thanks for covering Certess here. There is one point I’d like to clarify, “unqualified bugs” do not only lead to more tests, they may identify problems like broken or insufficient checkers. The vectors are not worth much if the design’s behavior doesn’t get checked correctly.

We see functional qualification as complimentary to the “intelligent testbench”. It is helping by identifying missing checkers and/or coverage monitors.

Regards,
Mark

]]> By: harry http://theasicguy.com/2008/06/10/a-tale-of-two-booths-certess-and-nusym/#comment-84 harry Wed, 11 Jun 2008 16:46:00 +0000 http://theasicguy.com/2008/06/10/a-tale-of-two-booths-certess-and-nusym/#comment-84 Brad, You're right. As I mentioned, they did not have a booth, just the demo suites. Plus they're just in the process of coming out of stealth mode, don't have a finished product to ship, and are wary of competitors trying to sneak in to see the demo. Pretty typical for a company at their stage at DAC. You're right with your last comment. The company was basically founded by engineers and the marketing manager is an engineer. All their focus right now is on getting the technology working, adding key features that their customers ask for and making their few customers successful. Then they'll worry about pretty brochures. Personally, being a new media guy, I think the low-key engineer focused approach may work better than press releases, glossy success stories, and snazzy presentations. My advice to them would be to start a blog as their first marketing channel. The engineer who did our demo was very excited and passionate about this tool, so I'd suggest he start blogging about the cool things he's accomplishing with this tool. Word will spread. Brad,

You’re right. As I mentioned, they did not have a booth, just the demo suites. Plus they’re just in the process of coming out of stealth mode, don’t have a finished product to ship, and are wary of competitors trying to sneak in to see the demo. Pretty typical for a company at their stage at DAC.

You’re right with your last comment. The company was basically founded by engineers and the marketing manager is an engineer. All their focus right now is on getting the technology working, adding key features that their customers ask for and making their few customers successful. Then they’ll worry about pretty brochures.

Personally, being a new media guy, I think the low-key engineer focused approach may work better than press releases, glossy success stories, and snazzy presentations. My advice to them would be to start a blog as their first marketing channel. The engineer who did our demo was very excited and passionate about this tool, so I’d suggest he start blogging about the cool things he’s accomplishing with this tool. Word will spread.

]]> By: Brad http://theasicguy.com/2008/06/10/a-tale-of-two-booths-certess-and-nusym/#comment-83 Brad Wed, 11 Jun 2008 16:02:45 +0000 http://theasicguy.com/2008/06/10/a-tale-of-two-booths-certess-and-nusym/#comment-83 Harry, I stopped by the Nusym booth on Monday and was pretty disappointed. I asked for literature and they didn't have any. I asked the guy if he could tell me a little about his tool and he said he didn't know anything and went to get another guy. I asked that guy if he could tell me about the tool and after a few moments of uncomfortable silence he asked if he could scan my badge and told me to come back later for a demo. I never made it back to their booth for the demo because I was booked the rest of the day. I hope their poor presentation means the company has hired more engineers to make the tool good rather than salesmen to sell it. Harry,

I stopped by the Nusym booth on Monday and was pretty disappointed. I asked for literature and they didn’t have any. I asked the guy if he could tell me a little about his tool and he said he didn’t know anything and went to get another guy. I asked that guy if he could tell me about the tool and after a few moments of uncomfortable silence he asked if he could scan my badge and told me to come back later for a demo. I never made it back to their booth for the demo because I was booked the rest of the day.

I hope their poor presentation means the company has hired more engineers to make the tool good rather than salesmen to sell it.

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