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garydpdx
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CEO
re: Innovation gap calls for new processes, survey shows
garydpdx   5/31/2013 6:12:16 PM
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I believe that it was Henry Ford who once said that were he to ask his customer what they wanted, they would answer: a faster horse. Electronics firms need to more widely embrace system-level design (at the upcoming 50th DAC in Austin, Texas there is still a very strong emphasis on RTL and device level design) and to bridge the divide between hardware and software - not only in the adoption of (e.g.) new hardware/software co-design technologies and methodologies (disclaimer: I am with Space Codesign) but also in the structure of their teams, reflecting the way that their companies are organized. And as long as companies are organized in hardware and software silos, companies will sell their engineering tools (faster horses) to them accordingly. Well, can you blame them?

garydpdx
User Rank
CEO
re: Innovation gap calls for new processes, survey shows
garydpdx   5/31/2013 6:12:16 PM
NO RATINGS
I believe that it was Henry Ford who once said that were he to ask his customer what they wanted, they would answer: a faster horse. Electronics firms need to more widely embrace system-level design (at the upcoming 50th DAC in Austin, Texas there is still a very strong emphasis on RTL and device level design) and to bridge the divide between hardware and software - not only in the adoption of (e.g.) new hardware/software co-design technologies and methodologies (disclaimer: I am with Space Codesign) but also in the structure of their teams, reflecting the way that their companies are organized. And as long as companies are organized in hardware and software silos, companies will sell their engineering tools (faster horses) to them accordingly. Well, can you blame them?

dick_freebird
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re: Innovation gap calls for new processes, survey shows
dick_freebird   5/31/2013 6:34:40 PM
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This has been a constant refrain in the semiconductor industry, particularly, since I can remember. Companies are judged on R&D outlay as a percent of sales, and on new products as percent of sales. Companies that invest a large percentage in R&D are held up as models. But if you take the contrary view, it may mean instead that they are bad at capitalizing on innovation. Or innovating in markets that do not quickly adopt technology. In either of these cases, more invention helps nothing in the near term. Formalizing innovation will tend to drive out the freer thinkers and load up your R&D groups with middle manager metric munchers. Good luck getting anything mold-breaking out of that. More useful would be to make sure the creative pool is engaged with the applications and the sales guys who are exposed to what's needed, so they can be thinking about useful (key word) invention.

dick_freebird
User Rank
Rookie
re: Innovation gap calls for new processes, survey shows
dick_freebird   5/31/2013 6:34:40 PM
NO RATINGS
This has been a constant refrain in the semiconductor industry, particularly, since I can remember. Companies are judged on R&D outlay as a percent of sales, and on new products as percent of sales. Companies that invest a large percentage in R&D are held up as models. But if you take the contrary view, it may mean instead that they are bad at capitalizing on innovation. Or innovating in markets that do not quickly adopt technology. In either of these cases, more invention helps nothing in the near term. Formalizing innovation will tend to drive out the freer thinkers and load up your R&D groups with middle manager metric munchers. Good luck getting anything mold-breaking out of that. More useful would be to make sure the creative pool is engaged with the applications and the sales guys who are exposed to what's needed, so they can be thinking about useful (key word) invention.

garydpdx
User Rank
CEO
re: Innovation gap calls for new processes, survey shows
garydpdx   5/31/2013 6:35:40 PM
NO RATINGS
P.S.: the above opinion is my own ...

garydpdx
User Rank
CEO
re: Innovation gap calls for new processes, survey shows
garydpdx   5/31/2013 6:35:40 PM
NO RATINGS
P.S.: the above opinion is my own ...

old account Frank Eory
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Rookie
re: Innovation gap calls for new processes, survey shows
old account Frank Eory   5/31/2013 8:34:41 PM
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"Electronics firms need to more widely embrace system-level design." Absolutely. The ironic thing is people have been saying that for about 20 years now, but for various reasons it is easier said than done. And thanks also for reminding me to mention the disclaimer, which applies to all my comments on eetimes.com -- the opinions expressed in my comments are my own and are not intended to represent the views of my employer.

old account Frank Eory
User Rank
Rookie
re: Innovation gap calls for new processes, survey shows
old account Frank Eory   5/31/2013 8:34:41 PM
NO RATINGS
"Electronics firms need to more widely embrace system-level design." Absolutely. The ironic thing is people have been saying that for about 20 years now, but for various reasons it is easier said than done. And thanks also for reminding me to mention the disclaimer, which applies to all my comments on eetimes.com -- the opinions expressed in my comments are my own and are not intended to represent the views of my employer.

garydpdx
User Rank
CEO
re: Innovation gap calls for new processes, survey shows
garydpdx   6/1/2013 1:55:24 AM
NO RATINGS
Yes, Frank, the whole ESL thing did languish for many years since its start 20 years ago (platforms like CoWare and Vista are about 15 years old, aren't they?) but from Gary Smith info, it has started to take off, relatively speaking. IMHO, the 2000 tech bust and the recent Great Recession probably contributed to the delay in take-up, as the uptake coincided with the start of the official recovery (a la NBER) in mid-2009. So that's my hypothesis, would you like to share yours? There was a strong inflection point to HDL design (Verilog, VHDL) in the early 90's from schematic capture, etc. The system level inflection is there but it's not as huge (so far). As a result, we stick to RTL for larger and more complex designs, looking for faster horses. TI told the Synopsys monthly newsletter a couple of years ago that every OMAP first silicon that comes back DOA costs them $2 Million. Electronic company execs are pulling out wallets and writing checks to save projects at the back end, with deadlines looming. Shouldn't they be taking a closer look at the earlier stages of design, to try and prevent that?

garydpdx
User Rank
CEO
re: Innovation gap calls for new processes, survey shows
garydpdx   6/1/2013 1:55:24 AM
NO RATINGS
Yes, Frank, the whole ESL thing did languish for many years since its start 20 years ago (platforms like CoWare and Vista are about 15 years old, aren't they?) but from Gary Smith info, it has started to take off, relatively speaking. IMHO, the 2000 tech bust and the recent Great Recession probably contributed to the delay in take-up, as the uptake coincided with the start of the official recovery (a la NBER) in mid-2009. So that's my hypothesis, would you like to share yours? There was a strong inflection point to HDL design (Verilog, VHDL) in the early 90's from schematic capture, etc. The system level inflection is there but it's not as huge (so far). As a result, we stick to RTL for larger and more complex designs, looking for faster horses. TI told the Synopsys monthly newsletter a couple of years ago that every OMAP first silicon that comes back DOA costs them $2 Million. Electronic company execs are pulling out wallets and writing checks to save projects at the back end, with deadlines looming. Shouldn't they be taking a closer look at the earlier stages of design, to try and prevent that?

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