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Images of Day 3 at DAC 2012

Friday, June 8th, 2012

Day 3 of DAC, captured in pictures and captions.

Honorable mentions (other companies that I visited or meant to visit):

Austrialian Semiconductor Technology Company

  • VWorks – Atanas Parashkevov, CTO and VP. Part of the Austrialian Semiconductor Technology Company (ASTC)
  • Calypto – Shawn McCloud, VP of Marketing


More SI, Less EDA at DesignCon 2012

Wednesday, February 8th, 2012

This year’s DesignCon show focused more on board-level signal intregity and testing issue than on chip design and verification.

DesignCon has changed over the years. It started as a board-level interface show. In recent years, a large chip-level Electronic Design Automation (EDA) and verification component was added (see references for past coverage of the show). This year, the EDA tools component was greatly diminished as the show returned its roots, although with a much stronger emphasis on board-level testing, debug and signal-power integrity issues.

As usual for an editor, I spent more time in meetings that actually walking the show floor. Still, there was plenty to catch my eye when I did wander onto the exhibition hall. Here is a brief summary of my meetings and show floor highlights from Designcon 2012.

Read the full story at “IP Insider

Adventures at DesignCon – Twitter Logs and a Gold Stocking Woman

Tuesday, February 3rd, 2009

JohnCurious about the picture? All in good time. First, as promised, here is my summary of the inputs from all those brave participant who posted to the #DesignCon section on Twitter. Day 1 of Twitter posting were disappointing, since over half of them were press releases. Come-on, you PR and Marketing types! At least pretend that you understand what social media content is all about. Nobody is going to read a press release posted on Twitter – or Facebook, LinkedIn, Ning, or any other social space.

There where also several tweets from folks who either pointed to press releases or asked if anyone was attending a particular panel. Both struck me as hidden attempts by company reps to direct traffic to press releases or upcoming panels. File both under “lame.”

And then there was the post from harrytheASICguy. Very refreshing. He asked a question that didn’t point to a press release. Instead, Harry directed readers to an impartial online poll about which verification methodology are most designers using? OVM? VMM? You can see the results at (expand). Nice job, harry! Here’s something of real value.

Secondly, I want to share my brief adventures at DesignCon. I had only enough time to quick walk of the floor, during which time I met with Mixel, Virtutech and Altium. Mixel wanted to talk with me about an upcoming article on MIPI Camera Serial Interface with a major customer – look for that piece in an upcoming Chip Design issue.

Concerning Virtutech, my main goal was to Michel Genard, VP of Marketing. Virtutech is promoting itself as a Virtual System Design (VSD) company, as opposed to a strictly SoC focused Electronic System Design (ESD) tool vendor. This subject of system-level design, be it at the SoC, package, board or beyond, is of particular interest to me. Look for my interview with Michel in an upcoming venue.

Now, concerning the picture above with (from left to right): myself, “Bunny,” and Jim Harrison. The shot was taken at Altium’s booth. Altium was an unplanned stop for me. But once I saw it, I had to stop and ask them what was going on. Their space looked more like the inside of a hunting lodge than a trade show booth. And the tall leggy woman in gold stockings caught my eye as well. Her name was Bunny (real name was Aaron) and she was part of a marketing campaign about the dangers of overworked engineers and dating. But the real message was about their tool’s capability to lay out circuit boards in 3D, program FPGAs and perform both mechanical and electrical CAD checks. Maybe not as sexy as Bunny, but still pretty impressive. Look for my interview with Altium in an upcoming issue.

Jim Harrison, editor for Hearst’s Electronic Products, joined me for a quick shot with Bunny. Since both Jim and I are former engineers, we were by nature more interested in our electronic gadgets than in talking with an attractive woman. Right….but it makes for a good camera shot.

Finally, as I was leaving the DesignCon floor, I bumped into my old friend Georgia Marzalik from ValleyPR. She was going to a panel on “New Media/New Marketing: Using On-Line Media to Gain a Competitive Edge.” I was afraid this would be about how best to post press releases on Twitter and Facebook. But it wasn’t. Instead, it covered the growth trends in social media followed about a panel discussion from various companies with a social presence, like blogs, etc. I could only stay to listen to the first panelist – Richard Goldman, VP, Corporate Marketing – talk about social media development at Synopsys. He highlighted the importance of having blogs and of not pitching products on your blogs. Or posting press releases on Twitter. Here’s another fellow that “gets it.” Good job, Rich.

(BTW: Mentor’s CEO Wally Rhine’s keynote at DesignCon was earlier in the day and will be covered by Ann Steffora Mutschler on our (Ed Sperling and my) System-Level Design portal community.)

This ends my coverage of DesignCon and review of postings on Twitter’s DesignCon. The former is still worth attending and the later needs some work. I’ll try it again at the next big conference – maybe Multicore or ESC. Nite all.