Posted by Eric Huang on October 3, 2011
Why does it matter that Synopsys has more than 30 customers and 40 design wins for USB 3.0?
An excellent question.
Let’s start with this:
In April this year, AMD and the Innovator that invented USB announced USB 3.0 will ship in 2012.
Two weeks ago, during IDF 2011, the USB-IF presented InStat Data showing more than 1 Billion USB 3.0 enabled will ship in the next 2 years.
To me this means if you are making anything with storage in it, a smart phone, a tablet, a camera, a video camera, a media player, it should have a USB 3.0 connection on it by 2014.
"In-Stat expects several hundred million USB 3.0-enabled devices will ship in 2012, including a large share of tablets, mobile and desktop PCs, external hard drives and flash drives," said Brian O’Rourke, research director at In-Stat. "By 2014, we expect many consumer electronics devices to transition to USB 3.0, including digital cameras, mobile phones and digital televisions. Overall, in 2014, we forecast that 1.4 billion USB 3.0 devices will ship. IP suppliers like Synopsys will help fuel this explosion in USB 3.0 adoption." – From our Press Release – Linked below
How long does it take for a product with our USB IP on it (or any IP) take to get to products on shelves? About 2 years.
It seems to me that marketing people, should have an inner voice saying:
“PCs will have it.
Microsoft will support it
1 Billion products by 2013,
It takes me 2 years to get a product onto shelves,
I should really start on USB 3.0 now…”
— Inner voice, sounds like Spock, you know the logical one from Star Trek
It matters because our customers use and test our IP in FPGAs and chips everyday in many ways.
It matters because when you choose USB 3.0 IP, host or device, you know that brave pioneers like Realtek and DisplayLink went first, taped-out, and are shipping chips in mass production. Realtek said,
"We taped-out Synopsys’ DesignWare USB 3.0 host and USB 3.0 device in three chips targeted at the digital home and PC peripheral markets, and all are now shipping in mass production," said Jessy Chen, executive vice president of Realtek Semiconductor Corporation. "We chose Synopsys DesignWare IP because of the company’s excellent track record in USB 2.0. With Synopsys’ USB 3.0 IP now fully certified and proven in our chips, we are certain we picked the right IP partner. We have been at the forefront of USB 3.0 development and integration, and have many innovative chips using Synopsys USB 3.0 IP coming in 2012." From our Press Release – Linked below
Customers use and reuse. These are companies that will take market share (maybe yours) because they have USB 3.0. DisplayLink said,
"Working with Synopsys for our USB 3.0 controller, HDMI controller and PHY IP helped us mitigate our project risk and reach volume production with our first-pass silicon," said Jonathan Jeacocke, vice president of engineering at DisplayLink. "In addition, we used Synopsys’ HAPS® FPGA-based prototyping solution to build fully functional systems for at-speed testing of USB 3.0 and HDMI, including architecture validation, performance testing, software development and customer demonstrations. We’ve already started our next design with Synopsys’ IP." From our Press Release – Linked below
Think about where your products need to be in 2 years.
Keep your products on track for 2014.
It’s time to move now to USB 3.0.
I recommend Synopsys. (I could be biased)
Send this URL onto your marketing director or vice president. and tell them to
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