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Longtime EDA industry editor Peggy
Aycinena posed an interesting question with a blog post titled "CES 2014: Why was
She noted that ARM has a presence
"But Cadence? Why would
they be there? Synopsys wasn't
listed as an exhibitor at CES, nor Mentor
Graphics, nor Jasper,
nor Gradient, nor Forte, nor IC Manage, nor Nimbic. So why Cadence? Why an
She went on to present some reasons
Cadence appeared at CES and some reasons why Synopsys didn't exhibit at CES.
But, really, the better headline
question is "Why didn't more EDA
vendors and IP companies exhibit at CES 2014?"
After all, the two top EDA
companies are now among the top four global IP providers. Cadence--after
acquisitions in recent years of Denali,
and Evatronix (IP business)--has
signaled that IP is central to a modern EDA company's mission, that cores don't
exist effectively without methodologies, tools flows, and verification IP and
To get an inside answer as to why Cadence
went to CES - and also why Cadence will exhibit at Mobile World Congress next
month in Barcelona, Spain - I called Martin Lund, senior vice president for
Cadence's IP group.
Because we now have differentiated IP. We are able to raise that awareness with
our customer base and make sure that people are thinking about us when making
CES and Mobile World Congress are places executive
management and system architects attend to get a sense for what their customers
and their customers' customers are going to be designing in the next 18 to 24
months. (Cadence kept three
conference rooms nearly full during CES with meetings with CTOs and system
architects who are designing next-generation, innovative consumer products).
looking for differentiation. What are the major trends in the market? What do I
need to do to stay relevant and become more relevant through innovation?"
Lund, who attended CES and will
attend next week's Mobile World Congress, also said those architects and
executives were interested in, for example, Tensilica's technical roadmap,
and how they might offload the work of designing interface IP to focus on their
core design strengths, among other things.
Lund went on:
"Some of the (CES) conversations were around
how important is voice recognition and voice trigger going to be in the future.
What classes of devices are going to need it? TV, gateway router, refrigerator;
where does it start and stop? We had a lot of discussions: Can you do it in software
or do you need dedicated hardware? There are conflicting trends there. We have
an opinion about what is the right answer."
But CES 2014 or Mobile World
Congress is not just about the IP. It sends a message to the system architects
and managers and executives that a broad-line, 25-year-old EDA company is
thinking differently about how systems are and will be architected, enabled, and
verified in the future.
Those are some of the key reasons
why Cadence exhibits at such huge, consumer-electronics-themed events.
Watch for our live-streaming
starting this weekend from Barcelona to get all the sights, sounds, and insights from
at CES 2014: Live Blog, Tensilica IP Demos, and More