Posts Tagged ‘John Cooley’

My Obligatory TOP 10 for 2009

Thursday, December 31st, 2009

2009 To 2010 / CC BY 2.0

What’s a blog without some sort of obligatory year end TOP 10 list?

So, without further ado, here is my list of the TOP 10 events, happenings, occurrences, observations that I will remember from 2009. This is my list, from my perspective, of what I will remember. Here goes:

  1. Verification Survey - Last February, as DVCon was approaching, I thought it would be interesting to post a quickie survey to see what verification languages and methodologies were being used. Naively, I did not realize to what extent the fans of the various camps would go to rig the results in their favor. Nonetheless, the results ended up very interesting and I learned a valuable lesson on how NOT to do a survery.
  2. DVCon SaaS and Cloud Computing EDA Roundtable - One of the highlights of the year was definitely the impromptu panel that I assembled during DVCon to discuss Software-as-a-Service and Cloud Computing for EDA tools. My thanks to the panel guests, James Colgan (CEO @ Xuropa), Jean Brouwers (Consultant to Xuropa),  Susan Peterson (Verification IP Marketing Manager @ Cadence), Jeremy Ralph (CEO @ PDTi), Bill Alexander (VP Marketing @ Blue Pearl Software), Bill Guthrie (VP Marketing @ Numetrics). Unfortunately, the audio recording of the event was not of high enough quality to post, but you can read about it from others at the following locations:

    > 3 separate blog posts from Joe Hupcey (1, 2, 3)

    > A nice mention from Peggy Aycinena

    > Numerous other articles and blog posts throughout the year that were set in motion, to some extent, by this roundtable

  3. Predictions to the contrary, Magma is NOT dead. Cadence was NOT sold. Oh, and EDA is NOT dead either.
  4. John Cooley IS Dead - OK, he’s NOT really dead. But this year was certainly a turning point for his influence in the EDA space. It started off with John’s desperate attempt at a Conversation Central session at DAC to tell bloggers that their blog sucks and convince them to just send him their thoughts. For those who took John up on his offer by sending their thoughts, they would have waited 4 months to see them finally posted by John in his December DAC Trip report. I had a good discussion on this topic with John earlier this year, which he asked me to keep “off the record”. Let’s just say, he just doesn’t get it and doesn’t want to get it.
  5. The Rise of the EDA Bloggers.
  6. FPGA Taking Center Stage - It started back in March when Gartner issued a report stated that there were 30 FPGA design starts for every ASIC start. That number seemed very high to me and to others, but that did not stop this 30:1 ratio from being quoted as fact in all sorts of FPGA marketing materials throughout the year. On the technical side, it was a year where the issues of verification of large FPGAs came front-and-center and where a lot of ASIC people started transitioning to FPGA.
  7. Engineers Looking For Work - This was one of the more unfortunate trends that I will remember from 2009 and hopefully 2010 will be better. Personally, I had difficulty finding work between projects. DAC this year seemed to be as much about finding work as finding tools. A good friend of mine spent about 4 months looking for work until he finally accepted a job at 30% less pay and with a 1.5 hour commute because he “has to pay the bills”. A lot of my former EDA sales and AE colleagues have been laid off. Some have been looking for the right position for over a year. Let’s hope 2010 is a better year.
  8. SaaS and Cloud Computing for EDA - A former colleague of mine, now a VP of Sales at one of the small but growing EDA companies, came up to me in the bar during DAC one evening and stammered some thoughts regarding my predictions of SaaS and Cloud Computing for EDA. “It will never happen”. He may be right and I may be a bit biased, but this year I think we started to see some of the beginnings of these technologies moving into EDA. On a personal note, I’m involved in one of those efforts at Xuropa. Look for more developments in 2010.
  9. Talk of New EDA Business Models - For years, EDA has bemoaned the fact that the EDA industry captures so little of the value ($5B) of the much larger semiconductor industry ($250B) that it enables. At the DAC Keynote, Fu-Chieh Hsu of TSMC tried to convince everyone that the solution for EDA is to become part of some large TSMC ecosystem in which TSMC would reward the EDA industry like some sort of charitable tax deduction. Others talked about EDA companies having more skin in the game with their customers and being compensated based on their ultimate product success. And of course there is the SaaS business model I’ve been talking about. We’ll see if 2010 brings any of these to fruition.
  10. The People I Got to Meet and the People Who Wanted to Meet Me- One of the great things about having a blog is that I got to meet so many interesting people that I would never have had an opportunity to even talk to. I’ve had the opportunity to talk with executives at Synopsys, Cadence, Mentor, Springsoft, GateRocket, Oasys, Numetrics, and a dozen other EDA companies. I’ve even had the chance to interview some of them. And all the fellow bloggers I’ve met and now realize how much they know. On the flip side, I’ve been approached by PR people, both independent and in-house. I was interviewed 3 separate times, once by email by Rick Jamison, once by Skype by Liz Massingill, and once live by Dee McCrorey. EETimes added my blog as a Trusted Source. For those who say that social media brings people together, I can certainly vouch for that.

harry the ASIC guy

EDA Is Only “Mostly Dead”

Wednesday, March 4th, 2009

Last Wednesday at DVCon, Peggy Aycinena MC’ed what used to be known as the Troublemakers Panel, formerly MC’ed by John Cooley. The topic, “EDA: Dead or Alive?” Well, having attended Aart’s Keynote address immediately preceding and having attended Peggy’s panel discussion, I can answer that question in the immortal words of Miracle Max, “EDA is only MOSTLY dead”. But first, some background.

Back in the mid 90s, I attended a Synopsys field conference where Aart delivered a keynote addressing the challenges of achieving higher and higher productivity in the face of increasing chip size. The solution, he predicted, would be design reuse in the form of intellectual property. Although most of us had only the faintest idea of what design reuse entailed and could barely fathom such a future, Aart’s prediction has indeed come true. Today, there is hardly a chip designed without some form of soft or hard IP and many chips are predominantly IP.

Some years later, he delivered a similar keynote preaching the coming future of embedded software. This was before the term SoC was coined to designate a chip with embedded processors running embedded software. Again, only a handful understood or could fathom this future, but Aart was correct again.

So, this year, immediately preceding Peggy’s Panel, Aart delivered another very entertaining and predictive keynote. After describing the current economic crisis in engineering terms using amplifiers and feedback loops, he moved to the real meat of the presentation which addressed the growing amount of software content in today’s SoCs. He described how project schedules are often paced by embedded software development and validation. How products are increasingly differentiated based on software, not hardware. And he predicted a day when chips would only have custom hardware to implement functions that could not be performed with programmable software. In essence, he described a future with little electronic design as we know it today, where hardware designers are largely replaced by programmers.

Immediately following Aart’s keynote was Peggy’s panel. (If you want to know exactly what occurred, there is no place better to go than Mike Demler’s blow-by-blow account.) Peggy did her best to challenge the EDA execs to defend why EDA would not die out. She kept coming back to that same question in different ways and the execs kept avoiding directly answering the question, choosing instead to offer such philosophical logic such as: “If EDA is dead, then semiconductors are dead. If semiconductors are dead, then electronics are dead. And since electronics will never die, EDA will never die”.

On the surface, logic such as this is certainly comforting. After all, who can imagine a future without electronics? Upon closer inspection, however, and in light of Aart’s keynote, there is plenty reason for skepticism.

Just as Aart was right about design reuse and IP…

Just as Aart was right about embedded software …

I believe that Aart is right about hardware design being replaced by software development.

As processors and co-processors become faster and more capable of handling tasks formerly delegated to hardware…

As time-to-market drives companies to sell products that can be upgraded or fixed later via software patches…

As fewer and fewer companies can afford the cost of chip design at 32nm and below…

More companies will move capabilities to software running on standard chips.

With that, what becomes of the current EDA industry. Will it adapt to embrace software as part of its charter. Or will it continue to focus on chip development.

Personally, I think Aart is right again. Hardware will increasingly become software. And an EDA industry focused on hardware, will be increasingly “mostly dead”.

harry the ASIC guy