Posted by frank schirrmeister on September 22, 2009
After my post DAC hibernation period – busy times – I am checking in again here from Boston at the Embedded Systems Conference. What do barbeques, headphone and green technology have in common? Well, apparently the “design component” and Robert Brunner, the industrial Designer of such product lines as the Apple II, Macintosh, Newton, and PowerBook. After a short night in “Hotel United” I did arrive on the red eye flight in Boston just in time for the key notes at ESC.
Robert Brunner, founder and creative director of the San Francisco-based design firm Ammunition, was quite inspiring. He talked about design as a complete process, with all disciplined being involved. He gave a couple of examples from companies in which he is involved in. Starting with “Fuego” he showed pictures of the BBQ I will continue to lust after for a while now. Their BBQs are dubbed as the “iPhones of grills” and the design aspect clearly achieved the target of making BBQing a joint experience, with the BBQ in the center.
Brunner then continued with “Beats By Dr. Dre” showing the design aspects of high quality headphones for the target group which thinks that “badly compressed music with bad ear plugs” is the standard. I especially liked the declared Dr. Dre marketing strategy that “a whole lot of people owe him a whole lot of favors”. This approach got a surprising line up of celebrities endorse the headphones, including the new “heartbeats” by Lady Gaga headphones which are doubling as fashionable ear rings.
To make the line up complete with Green Technology Brunner gave two facts worth repeating. The first fact came from Al Gore’s “Generational Challenge to Repower America”: “Scientists have confirmed that enough solar energy falls on the surface of the earth every 40 minutes to meet 100 percent of the entire world’s energy needs for a full year. Tapping just a small portion of this solar energy could provide all of the electricity America uses.”
The second fact came from the International Energy Agency: Worldwide, consumer electronics represent 15 percent of household power demand, and that is expected to triple during the next 20 years. To satisfy the demand from gadgets will require building the equivalent of 560 coal-fired power plants, or 230 nuclear plants.
After that introduction Brunner talked about “Regen”, which aims to revolutionize personal and home electronics with a new class of design-driven, light-powered products. The products he showed were both beautiful and practical, and of course all powered by light. The five key components of Regen’s “Smart Architecture Platform” are a Power Efficient Architecture, Hybrid Power Techniques using USB when the light goes away, USB compatibility, User Interfaces and Wireless Connectivity.
The design focus of Brunner’s keynote was immediately compensated with a somewhat geeky industry address by Kevin Dallas, GM of the Windows Embedded Division at Microsoft. Titled “Delivering Compelling Devices”, Dallas’ address was well executed and brought several on stage demos, including an industrial one from Siemens, which showed interesting user interfaces allowing to interact with the design and production line using gestures on the touch screen. Dallas announced Windows Embedded CE 6.0 R3, again with nice user interfaces, this time focused on the consumer market.
Before I went off to the show floor to man our booth in the ARM Partner Pavillion, I couldn’t help but noticing that my neighbor all along had used the same gestures introduced by Microsoft on stage on his iPhone while browsing and checking email. Oh well.
Visit us here in Boston and don’t miss the remaining sessions in the track “Improve Productivity at the HW/SW Interface” I chaired:
Wednesday, September 23, 2009
[ESC-304] Lessons Learned from Hardware/Firmware Integration Problems
Wednesday, 8:00am — 9:15am
[ESC-322] Coprocessing and Multiprocessing Techniques to Accelerate Software
Wednesday, 2:00pm — 3:15pm
[ESC-342] Developing Software Prior to Silicon using System Prototyping
Wednesday, 3:30pm — 4:45pm
Thursday, September 24, 2009
[ESC-403] How to Write Reusable Device Drivers
Thursday, 8:00am — 9:15am
See you in Boston!
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.