Posted by Tom De Schutter on October 30, 2014
When marketing products, should you emphasize what is included in the product or what is not? These days it seems that for so many foods it has become more important to highlight what is not in the food rather than what is. With sugar free drinks, alcohol free cocktails, gluten free bread and dairy free milk, one might wonder what you should continue to eat or drink. In fact, you now often see food packaging with multiple lines of advertisement to indicate what is not in the food.
Maybe we need to adopt the same strategy for virtual prototyping. Now available: hardware free software development … There is actually something to it. It actually helps customers easily identify how the product is different. If you need or want to avoid gluten you choices are limited and a big brightly colored message saying: “Gluten free bread” avoids the need to check the contents of every bread package.
If you don’t have hardware available yet, you want to find that one alternative that can help you to develop software in the absence of a target hardware platform. So with this: if you are working on a complex multi-core electronics design and can’t start software development until you have hardware available, don’t look any further: virtual prototyping is the product for you. It has a nice colorful message saying: “Hardware free software development”. Even better, you can continue to use your favorite debugger with a “hardware free” target to start software development earlier than you could ever imagine.
Let’s embrace the marketing of products that are “missing” something. Hopefully the user will appreciate what he/she can get versus what he/she can’t get. Hardware may not be available yet, but virtual prototypes offer a nice early replacement with lots of control and debug visibility. Enjoy!
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.