ESL design can put an entire embedded system on one chip. So, how do you design a product's fourth generation before release of its third generation? Do you redesign the product to remain competitive, or can you make it upgradeable in the field? Do market windows continue to shrink, or can you build in product versatility that expands product lifetime? What are the customer service implications - does your customer have to become "software savvy" and a "crash surgeon" like a PC user?
ESL design created the opportunity - and it simplifies the decisions. This panel will discuss the business implications.
Panel Chair
Mark Milligan
President
Open SystemC Initiative
Panelists
Ramesh Chandra
Senior Staff Engineer, QCT VLSI Design
Qualcomm
Mr. Chandra has 20 years of experience in the Electronic Systems and VLSI design areas. His main areas of interest include SoC design methodologies, processor architecture and design, and SoC architecture development, modeling and analysis. In his current position at QUALCOMM, Mr. Chandra is involved with architecture and performance analysis of advanced multi-processor SoC designs.
Brett Cline
Vice President of Marketing
Forte Design Systems
Mr. Cline joined Forte in 1999 and currently serves as Forte's Vice President of Marketing. Previously, Mr. Cline was Director of Marketing at Summit Design (joining through the acquisition of Simulation Technologies in 1997), where he managed both the verification products and marketing communications; Mr. Cline has also held positions in development, applications, and marketing at Cadence and General Electric. He serves on the Board of Directors of Provis Corporation.
Emil Girczyc
President and Chief Executive Officer
Summit Design
With more than 20 years experience in EDA management, Dr. Girczyc has demonstrated a consistent ability to formulate creative strategies to address emerging EDA markets and to deliver products that solve customer problems. Prior to his role at Summit, Dr. Girczyc served as the president and chief executive officer of 0-In Design Automation, now part of Mentor Graphics, where he led the company during the market adoption of assertion-based verification.
Before joining 0-In, he was the vice president of marketing at Cadabra Design Technology, now part of Synopsys. Prior to Synopsys, Dr. Girczyc held positions at Audesyn, Inc. and Bell Northern Research (now Nortel Networks) and held faculty positions in computer and electrical engineering at the University of Alberta and Carleton University.
Steven Leibson
Technology Evangelist
Tensilica
Mr. Leibson is the Technology Evangelist for Tensilica, Inc. He recently co-authored a book, Engineering the Complex SOC, with Tensilica's President and CEO, Chris Rowen. Leibson formerly served as the Vice President of Content and Editor in Chief of the Microprocessor Report, Editor in Chief of EDN Magazine, and Founding Editor in Chief of the Embedded Developers Journal magazine. He has published hundreds of articles and editorials covering all aspects of electronic system design in most of the major electronics industry trade newspapers and magazines and has won many industry awards for his writing. At MicroDesign Resources, Leibson developed and presented many microprocessor seminars and he organized and served as MC for the Microprocessor and Embedded Processor Forums. He has worked as a design engineer and engineering manager for leading-edge system-design companies including Hewlett-Packard and Cadnetix before becoming a journalist. Leibson is an IEEE Senior Member.
Ralph von Vignau
Director of Technology and Standards
Philips Semiconductor
Ralph von Vignau, 58, is director of Technology & Standards within Philips Semiconductors Chief Technology Office - ReUse Technology Group and Chairman of the SPIRIT Consortium. The Reuse Technology Group (RTG) provides IP into the Philips Semiconductor business lines. With a portfolio of more than 200 functions in hardware, software and sub-systems, developed and maintained by a professional team of 200 people, reuse is a "way of life" for the Group. In his position at Philips, von Vignau will lead the next paradigm shift in ReUse Technology.
As chairman of the SPIRIT Consortium, von Vignau will coordinate all activities, be the spokesperson and organize consortium meetings.
Before taking responsibility for Technology & Standards in RTG, von Vignau held a number of management positions in integrated circuit, software and systems design throughout his 34-year tenure at Philips. These positions included manager of the Platform Infrastructure Department, Software Services Group, Multimedia and Software Group and system development teams in the United States, Taiwan, India and several European countries. He also pioneered developments in CMOS technologies and represented Philips as the industrial technical advisor to the German Post Office. Von Vignau's early work at Philips included the development of the first digital television tuning system.