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When Leveraging External  IP Makes Good Sense  ... and when it doesn’t Eric Schorn Vice President Marketing Processor Divi...
Invent Everything <ul><li>Given : </li></ul><ul><ul><li>Enough expertise </li></ul></ul><ul><ul><li>Correct design point <...
Invent Everything? <ul><li>Given : </li></ul><ul><ul><li>Enough expertise – Expertise </li></ul></ul><ul><ul><li>Correct d...
1. Expertise <ul><li>Simplicity on the surface </li></ul><ul><li>1000’s of design decisions </li></ul><ul><li>Variety of d...
2. Functionality <ul><li>Technical requirements </li></ul><ul><li>Tradeoffs, alternatives </li></ul><ul><li>IP is a produc...
3. Standardization <ul><li>Differentiation is an imperative </li></ul><ul><li>Value add </li></ul><ul><li>Customer </li></...
4. Strategy <ul><li>Control..why? </li></ul><ul><li>Momentum </li></ul><ul><li>Responsibility, accountability </li></ul><u...
5. Ecosystem <ul><li>Special purpose, general purpose </li></ul><ul><li>Slipstream investments </li></ul><ul><ul><li>Past ...
6. Time-to-Market <ul><li>Basic premise </li></ul><ul><li>Production proven </li></ul><ul><li>On the shelf </li></ul><ul><...
7. Cost Effectiveness <ul><li>Marginal cost of IP transaction </li></ul><ul><li>Perceptions, precedent,  pay checks, partn...
8. Roadmap <ul><li>Megatrends, market knowledge, discontinuities </li></ul><ul><li>Innovation </li></ul><ul><li>Investment...
9. Market Dynamics <ul><li>Customers </li></ul><ul><li>Competitors </li></ul><ul><li>Suppliers, substitutes </li></ul><ul>...
10. Risk <ul><li>Stuff happens </li></ul><ul><li>Understanding, competitive advantage </li></ul><ul><li>Reducing risk else...
Conclusion <ul><li>Good reasons to outsource IP, but not all IP </li></ul><ul><li>Complex scorecard, including </li></ul><...
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Arm updated track h

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Transcript of "Arm updated track h"

  1. 1. When Leveraging External IP Makes Good Sense ... and when it doesn’t Eric Schorn Vice President Marketing Processor Division ARM
  2. 2. Invent Everything <ul><li>Given : </li></ul><ul><ul><li>Enough expertise </li></ul></ul><ul><ul><li>Correct design point </li></ul></ul><ul><ul><li>Necessity to differentiate </li></ul></ul><ul><ul><li>Fragmented competition </li></ul></ul><ul><ul><li>Ecosystem independence </li></ul></ul><ul><ul><li>Luxurious timeframes </li></ul></ul><ul><ul><li>Generous funding </li></ul></ul><ul><ul><li>Compelling future roadmap </li></ul></ul><ul><ul><li>Accepting customers </li></ul></ul><ul><ul><li>High risk tolerance </li></ul></ul><ul><li>You should invent everything yourself </li></ul><ul><li>It is not that simple...let’s dig into the detail </li></ul>
  3. 3. Invent Everything? <ul><li>Given : </li></ul><ul><ul><li>Enough expertise – Expertise </li></ul></ul><ul><ul><li>Correct design point – Functionality </li></ul></ul><ul><ul><li>Necessity to differentiate – Standardization </li></ul></ul><ul><ul><li>Fragmented competition – Strategy </li></ul></ul><ul><ul><li>Ecosystem independence – Ecosystem </li></ul></ul><ul><ul><li>Luxurious timeframes – Time-to-market </li></ul></ul><ul><ul><li>Generous funding – Cost effectiveness </li></ul></ul><ul><ul><li>Compelling future roadmap – Roadmap </li></ul></ul><ul><ul><li>Accepting customers – Market dynamics </li></ul></ul><ul><ul><li>High risk tolerance – Risk </li></ul></ul><ul><li>You should invent everything yourself </li></ul><ul><li>It is not that simple...let’s dig into the detail </li></ul>
  4. 4. 1. Expertise <ul><li>Simplicity on the surface </li></ul><ul><li>1000’s of design decisions </li></ul><ul><li>Variety of disciplines </li></ul><ul><li>Cumulative experience </li></ul><ul><li>Known, unknown dependencies </li></ul>
  5. 5. 2. Functionality <ul><li>Technical requirements </li></ul><ul><li>Tradeoffs, alternatives </li></ul><ul><li>IP is a product business </li></ul><ul><ul><li>Engineer once, license many </li></ul></ul><ul><ul><li>Many stakeholders, many dependencies </li></ul></ul><ul><ul><li>Feature implications </li></ul></ul>
  6. 6. 3. Standardization <ul><li>Differentiation is an imperative </li></ul><ul><li>Value add </li></ul><ul><li>Customer </li></ul><ul><li>Standardization enables ecosystem </li></ul><ul><ul><li>Other people adding value to your product </li></ul></ul>
  7. 7. 4. Strategy <ul><li>Control..why? </li></ul><ul><li>Momentum </li></ul><ul><li>Responsibility, accountability </li></ul><ul><li>Future investment </li></ul><ul><li>Credibility halo </li></ul>1970s Vertical Suppliers Fully Vertically Integrated 1980s ASIC Vendors System Manufacturer ASIC Vendor 1990s Fabless Semis Design & Distribution Manufacture EDA Today IP Driven Design Design IP EDA Manufacture Fab Equipment
  8. 8. 5. Ecosystem <ul><li>Special purpose, general purpose </li></ul><ul><li>Slipstream investments </li></ul><ul><ul><li>Past </li></ul></ul><ul><ul><li>Future </li></ul></ul><ul><li>Facet of reuse </li></ul>
  9. 9. 6. Time-to-Market <ul><li>Basic premise </li></ul><ul><li>Production proven </li></ul><ul><li>On the shelf </li></ul><ul><li>Roadmap </li></ul><ul><ul><li>Risk, reward </li></ul></ul><ul><ul><li>Engagement, opportunity </li></ul></ul><ul><ul><li>Aligned interests </li></ul></ul>
  10. 10. 7. Cost Effectiveness <ul><li>Marginal cost of IP transaction </li></ul><ul><li>Perceptions, precedent, pay checks, partners </li></ul><ul><li>Making movies </li></ul><ul><ul><li>Rights, value </li></ul></ul>Arch. Subscription Implementation Term Single Use Design Foundry Program Academic / Research DesignStart
  11. 11. 8. Roadmap <ul><li>Megatrends, market knowledge, discontinuities </li></ul><ul><li>Innovation </li></ul><ul><li>Investment </li></ul><ul><li>Alignment </li></ul>
  12. 12. 9. Market Dynamics <ul><li>Customers </li></ul><ul><li>Competitors </li></ul><ul><li>Suppliers, substitutes </li></ul><ul><li>Switching </li></ul><ul><li>Demand generation </li></ul>
  13. 13. 10. Risk <ul><li>Stuff happens </li></ul><ul><li>Understanding, competitive advantage </li></ul><ul><li>Reducing risk elsewhere </li></ul><ul><li>Partnership, relationship </li></ul>
  14. 14. Conclusion <ul><li>Good reasons to outsource IP, but not all IP </li></ul><ul><li>Complex scorecard, including </li></ul><ul><li>Work from the end-user backwards </li></ul><ul><li>Place justified bets </li></ul><ul><li>Relationships, partnership </li></ul><ul><li>Collaborative differentiation </li></ul><ul><li>Expertise </li></ul><ul><li>Functionality </li></ul><ul><li>Standardization </li></ul><ul><li>Strategy </li></ul><ul><li>Ecosystem </li></ul><ul><li>Time-to-market </li></ul><ul><li>Cost effectiveness </li></ul><ul><li>Roadmap </li></ul><ul><li>Market dynamics </li></ul><ul><li>Risk </li></ul>
  15. 15. Thank You
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