Posted by Marc Serughetti on January 2, 2009
Let’s get 2009 started on a good note. Happy new year to everyone and I hope it will bring you what you are looking for.
By now, we all know that 2008 was a recession year and analysts are forecasting that it will continue into 2009. So, should we expect a bumpy year in general for people designing hardware and software? Most likely the answer is “yes.” But, I also believe that such years are a good platform for discussing and evaluating what needs to change. Hardware and software design should not be left out of this. A recent NPR report made me think about the opportunity these tough economic times provide.
The report was about recycling. With the economy slowing down and being in a recession, the demand for recyclable materials has been reduced and recyclable material is being stored in warehouses until the demand increases again. The point of the report that was interesting to me was not necessarily the recycling aspect, but the fact that the people interviewed were talking about how they needed to adapt and change the way things are done in this industry with one interviewee pointing out that an economic downturn was necessary to force the change.
So, does this apply to electronics (hardware and software) design? Why wouldn’t it? It absolutely should be the time for the industry to review and implement new design and development approaches. Traditional approaches using RTL and using physical hardware have reached their limitations, but without the pressing need to reduce costs due to high demand, the industry may not have felt compelled to strongly research and implement the required changes. Now is the time, multicore designs are creating havoc, cost reductions and doing more with less resources is pushing it forward.
Let me know what you think!
Patrick Sheridan is responsible for Synopsys' system-level solution for virtual prototyping. In addition to his responsibilities at Synopsys, from 2005 through 2011 he served as the Executive Director of the Open SystemC Initiative (now part of the Accellera Systems Initiative). Mr. Sheridan has 30 years of experience in the marketing and business development of high technology hardware and software products for Silicon Valley companies.
Malte Doerper is responsible for driving the software oriented virtual prototyping business at Synopsys. Today he is based in Mountain View, California. Malte also spent over 7 years in Tokyo, Japan, where he led the customer facing program management practice for the Synopsys system-level products. Malte has over 12 years’ experiences in all aspects of system-level design ranging from research, engineering, product management and business development. Malte joined Synopsys through the CoWare acquisition, before CoWare he worked as researcher at the Institute for Integrated Signal Processing Systems at the Aachen University of Technology, Germany.
Tom De Schutter
Tom De Schutter is responsible for driving the physical prototyping business at Synopsys. He joined Synopsys through the acquisition of CoWare where he was the product marketing manager for transaction-level models. Tom has over 10 years of experience in system-level design through different marketing and engineering roles. Before joining the marketing team he led the transaction-level modeling team at CoWare.