Viewpoint

Defining "Shrink-Wrapped" for Windows/EDA "Shrink-wrap" is a term often bandied about in EDA software circles, but is the image it evokes accurate for what is needed and intended? by William Haydamak

The burgeoning of electronic design automation (EDA) tools for Windows and Windows NT environments has sparked a debate over how to define Windows/EDA software. Since Windows/EDA tools don't completely fit into the characteristics that define their predecessors, the workstation-based tools, the EDA industry has been trying to force fit them into the shrink-wrap category found in the mainstream PC software industry.

Shrink-wrap implies many characteristics that are essential for Windows/EDA software, including a low cost, no serious bugs, complete documentation and on-line help, and ease-of-use. The expectations set by the term "shrink-wrap" are, however, wrong for this market.

"Shrink-wrap" refers to the type of software packaging typically found on the retail shelves. Shrink-wrap packaging is used in the mainstream PC software markets because it is conducive to the buying habits of the mainstream PC software buyer, willing to buy software untried and unseen, right off the retail shelf. In addition, because shrink-wrap products in the PC market are priced under $100, there's not much at risk. Once the customer tears the plastic apart, he is pretty much committed to the product.

The buying habits of the Windows/EDA user are typically very different from the traditional shrink-wrap customer. For the Windows/EDA user, there's a lot more at risk. Even if the Windows/EDA software has a price tag of $100 or less, there is cost associated with training and project schedules are at stake. These risks far outweigh the price of the software.

In many cases, engineers will painstakingly evaluate software. They want hands-on demonstrations and evaluation kits. Due to tight project schedules, however, sometimes they don't have the luxury of a lengthy evaluation. For instance, when a device will not fit a design, the engineer needs to instantly change to another device, creating an immediate need for a library element or netlist translator.

In addition, Windows/EDA software is complex in terms of the number of applications in the overall product. Even though a customer may fully evaluate the "main" software, initially they may only need a few of the applications.

In terms of packaging and media, I believe the best medium for Windows/EDA software is CD-ROM. This is the only medium that is convenient and can meet the needs of the engineer. The CD-ROM can hold all the formats of the software for the buying process and installation of the product. This means that the CD-ROM will provide demonstrations, tutorials, evaluations, the software program with all of its applications, translators, libraries, and device kits. This way an engineer can evaluate, purchase and electronically activate the portions of the product he needs when he needs it.

Because each engineer has his own set of needs, the expectations associated with shrink-wrap--which implies "what-you-unwrap-is-what-you-get"--is a negative in the Windows/EDA market. Although shrink-wrap embodies the appropriate characteristics for Windows/EDA software, it's not the right term for setting the appropriate expectations.

William Haydamack is vice president and general manager of the design software division of Data I/O (Redmond, WA).

integrated system design  September 1995