Gary Smith EDA Consulting in Electronic Design

Gary Smith EDA (GSEDA) is the leading provider of market intelligence and advisory services for the global Electronic Design Automation (EDA), Electronic System Level (ESL) design, and related technology markets.

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    DATE 2010: a Missed Opportunity for ESL Vendors

    DATE 2010: a Missed Opportunity for ESL Vendors

    DATE 2010 in Dresden turned out to be a pleasant surprise. Germany’s Silicon Valley is a pleasant, easy to get around in venue. The people were friendly, the food was excellent and it was fairly inexpensive. On whole it was a nice addition to the regular European conference sites.

    Date 2010 was, as always, a strong technical conference; this year featuring some excellent papers from Asia. That region is now on par with both Europe and the US in quality of their research. Attendance didn’t suffer because of the move from Munich, as many expected. The quality of the attendees was, as usual, excellent with its continuing shift to Systems and Embedded engineers. The floor show was small but active.

    That brings up a point, “Why was the show floor so poorly attended by the ESL vendors?” Recently EDA companies have been spending millions of dollars acquiring ESL vendors but they don’t seem to be able to spend a few thousand dollars to market their products. I’m afraid DATE is just another example of the poor state of marketing in EDA today. If you are relying on the web and blogs you’ve got a good chance of not taking advantage of the present Semiconductor upturn.


    To view entire paper, download the PDF here

    Comments

    • Lou Covey of Footwasher Media said on Mar 26th, 2010 09:12:10 AM
      Gary, It's not that companies are "relying on the web and blogs" to do their marketing, they are using them incorrectly. In fact, they are just not marketing, period.
      Marketing is supposed to be a conversation, but finding an EDA vendor that understands they cannot dominate a conversation and achieve their goals is very difficult. 99,9 percent of all social media efforts are still based on the old marketing paradigm of creating and blasting out messages to an increasingly hostile customer base, and nothing invested in the process of listening. Going to a trade show and talking to customers is a good step, but that happens once or twice a year. Even when they go, they are pushing solutions without really sussing out what the problem really is.
      There are virtually no marketers left in the industry, just salesmen with marketing titles.
    • Gary Dare of TBA said on Mar 26th, 2010 10:00:09 AM
      The DATE conference site does not include a map of exhibitors (only a prospectus), just a list of events in the Exhibition Theater (panels, etc.). It would be interesting to see who showed up in the ESL space. Any interesting start-ups, especially from Europe?

      As for the majors, with all of the major purchases that have happened, I would imagine that those organizations are in flux and there is confusion about exhibiting with their old branding. It's not impossible that space was originally purchased (and maybe refunded with a penalty) by VaST, Virtutech, CoWare, etc.
    • Christer Pyyhtiä said on Mar 30th, 2010 11:12:53 AM
      this was the subject raised to the organizers a number of times. And I am sure you have already about hundred very similar responses.
      1. The organizers must go to SNPS, MENT, CDN, Magma and tell this is their responsibility, there is no choice for them to be outside. They need to be serving their customers showing new solutions for the problems. They should commit to having skillful tool engineering resources to be available for the customers to discuss. These large ones should pay a good price for their presence, as they earn the most of the $4bn revenue.

      The proper presence of the key players would attract more visitors from the industry, helping the smaller, new companies to be there as well. This is the single most important factor; force the big guys to be in, it is their responsibility. Date is the European event, as there is DAC for overall and there also needs to be one for the Far East.

      2. The location; Date must be in a location with inexpensive & easy travels from anywhere in Europe ( & US and Far East). Obvious places are London, Amsterdam, Frankfurt, Nuremberg, Paris, Munich, Copenhagen. Definitely not Grenoble nor Dresden. The location should have concentration of high-tech industry, which automatically excludes Frankfurt and Barcelona, and also proper facilities (which again excludes Paris) and the best infrastructure. Date should take an example of TSMC, which annually organizes their events in Amsterdam or London; the attendance has been very good. Nice has a lot, but doesn’t quite have the access required.

      3. Time; is March too close to DAC? Early February? Or should it be early November? That’s the time a lot of companies have their budgets ready.

      4. Combine similar events; IP of Grenoble, Same of Sophia, FPGA events in the Nordic, all of them are very similar ASIC / SoC / FPGA / IP / silicon design events. What is also missing is the non-IC- but electronics related areas like PCB. There should also be part of the SoC, embedded software, virtual platforms, embedded processor companies.

      5. Enroll the silicon guys: TSMC, UMC, Dresden Foundry, Infineon, ST, NXP covering the required implementation side as well.

      6. What cannot be helped too much: the place needs to be sexy, preferably warm at the time of the occasion. Hard call for Europe.

      It is a vast task for the organizers, but very doable. Date needs (as well as DAC) an overhaul to maintain its high quality program but also become to be the leading high-tech event in Europe.
    • Gary Smith said on Mar 30th, 2010 11:15:47 AM
      Thanks Lou, Gary and Christer. Looks like we hit on a hot topic. There is a lot of disatisfaction with EDA marketing right now. Keep the conversations going.
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