Every time you go to the grocery store there seems to be new products on the shelves. You are not seeing things, in fact there are over 10,000 new items launched in the US every year. Many times, however, I get attached to a new product only to suddenly find it gone from the shelves the next time I look for it – never to be seen again. That happens to almost 80% of those new product introductions so I guess we should not be surprised by the disappearances either. Some of the new products go unnoticed, but others can catch our attention for a number of different reasons. It could be because they have displaced our regular product, so when we automatically stretch for the product we find an imposter there. It could be snazzy new packaging, but then there are some products that we look at and one thing comes to mind: what were they thinking? Not only the person who created the product, but the buyer and distributor. Were they that desperate to fill the shelves or were they paid a king’s ransom to have it appear there?
Well, we can observe a similar set of events happening at DAC. While we don’t have the same rate of new companies each year, there always are a few and this year is no exception. Some of them already seem familiar and have been around for a while, they just haven’t exhibited at DAC before. There are those that disappear. Everyone will talk about the Denali parties for a generation to come and while they have reappeared in a different packaging, it is just not the same product any more. There are companies that appear and seem to have an interesting idea but when you talk to them you realize that it is half baked and you kind of know they will not be here next year. Then there are those where say: What were they thinking, and we have two of them this year.
The first is Moldex3D North America who will be in booth 618. Now this is a CAE company who have tool intended for the plastic injection molding industry and we do use plastic packaging for chips. They provide analysis technology, help you carry out in-depth simulation of the widest range of injection molding processes and to optimize product designs and manufacturability. So, there is a tenuous link here and it is even possible that they may find someone to talk to, but I expect these guys will be bored 90% of the time.
But the prize this year goes to Darnell-Rose who will be in booth 1526. This has to be one of the strangest new companies at DAC ever. Now it is always possible that they have a brand new product that has not been announced yet that is targeted at our industry, but their mature business is related to the engineering and manufacturing of, wheels, rubber bumpers, industrial truck couplers, and conveyor systems. Their products are used by customers spanning the aviation, medical, electronics, food processing, automotive, and general material handling industries.
I checked their website and it is not a mistake – they intend to be there, so maybe the EDA industry is migrating into a new business area! I really hope you will stop by their booth and make them feel welcome. Let’s show them that they really should develop casters for chips so that we can make reprogrammable systems simply by moving stuff around on the board.
– keeping you entertained
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