Posted by systemleveldesign on July 29, 2009
How many time have I heard now that software is the growing problem, that software is the savior for the traditional EDA companies, that the software teams are out growing the hardware team, yet the software tools budget are not, …
This week design automation conference is no different; you can hear it from the CEO of the EDA companies to their soldiers, from the executive of semiconductor companies to their soldiers, from the analyst to the press, to even the taxi driver in San Francisco. Software is the problem; we need to do something about it!
But yet when it comes to doing something very little of these players are effectively executing on it. Everything is very much about RTL, optimization of the hardware, etc. The true software solutions are few. The first thing we hear from customers is “yes it is about the software, but what about my hardware problem”. The second is from the companies (trying to protect their legacy) “yes, software is the problem, but let me explain to you how what I have today solves the problem”
Well let’s be realistic, if what exists today from these companies and what is being used by the engineers was solving the problem, then there would be no problem!
Addressing the software problem requires the willingness to change. To change the development process, to retool, to be willing to say I want to invest in these new technologies, to be willing to look at the product life cycle management, to stand up and say “Yes there is a software problem and I will not wait for the storm to pass before I fix it”, “Yes there is a software problem and I will lead my organization to make this difficult but necessary change”.
Are you this engineer, this manager, this executive that will say yes and drive the change? If not get out of the way, the wave is coming anyway.
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.