Gda Panel


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Gda Panel

  1. 1. INDIA – AN EMERGING IP POWER HOUSE?? A Panel Discussion Moderator: Ravi Thummarukudy y September 2010 Confidential | Copyright © Larsen & Toubro Infotech 9/29/2010 | 1 Ltd.
  2. 2. Objectives Obj ti Introduction Sampling of IP activities from 3 India based companies Identify challenges and potential Opportunities in the IP space p Develop a vision for “Made In India IP” Discussion, Discussion Q&A on above topics (Pl note your questions for the Q&A till all p presentations are over ) 9/29/2010 | 2
  3. 3. Company Overview Manufacturin Global provider of comprehensive, end-to-end g– Insurance Hi Tech software & hardware services & solutions Products 15+ years of international experience Energy & Presence : NA, APAC, Europe, Middle East, Africa Petrochemical Company Strength: 11,000+; Revenue: US$ 432M Industry Presence 25 Fortune-100 customers Banking & Financial Services Amongst India’s Leading software companies Wholly owned subsidiary of Larsen & Toubro Ltd. Manufacturin g– Product Engineering 7 decade history in India as a premier engineering Packaged Services Goods company Revenues: US$ 9.8 Billion Corporate Certifications Top 100 innovative service providers, 2009 - Global Services 9/29/2010 | 3
  4. 4. Product Engineering Services 9/29/2010 | 4
  5. 5. Need f Re-Useable N d for R U bl IP Increasing complexity of semiconductor device and systems that utilize these devices Reduced product d R d d d t development cycle ti l t l time Need to differentiate own product by building something unique and procure what is available outside. Need for compliance and interoperability and the h ll th challenges associated with it i t d ith Financial pressure to reduce/share R&D and Increase profitability 9/29/2010 | 5
  6. 6. Indian Scenario I di IP S i Mostly dominated by large services companies and MNC Captives Big services companies have not developed much IP. Under increasing margin pressure from increased costs, reduced billing rates etc will they get in to more IP business? Or happy with status quo? Isolated pockets of IP design within services set up but resources often traded for short term revenues New generation of IP oriented companies are emerging. Some of them you already met/know, some you will hear today Challenges: T h l Ch ll Technology, S l bilit A Scalability, Access t markets, to k t Funding 9/29/2010 | 6
  7. 7. My View M Vi The large pool of good talent that is being created in the last 5-10 years in Product Engineering area Flexibility Service d Support- It goes along with our traditions & Fl ibilit , S i and S t l ith t diti culture Today for the most part, as unfortunate as it is – “Made in India” means “Lower Cost” in this context. Not having local access t th IP d i i makers f most part, N t N th i l l to the decision k for t t Not having local Semi business like in Taiwan/China Enough entrepreneurial seed pool & funding sources exist for the creation of a substantial globally branded IP company to sit on the table with ARM, Rambus Synopsys etc ARM Rambus, There is a need for right priced IP; An alternate source to established players Increasing need for Subsystem level (SW+HW) solutions The Th current system f most part creates good managers but strong for d b individual Technical Architects are a rarity Our internal commitment to quality needs a serious re-definition 9/29/2010 | 7
  8. 8. Introduction of the Panelists • Sundarajan Krishnan, Cosmic Circuits • Kamal Aggarwal , Softjin • Dr. Sriram, Sethuraman, Ittium Confidential | Copyright © Larsen & Toubro Infotech 9/29/2010 | 8 Ltd. 8
  9. 9. Agenda A d Each of the Panelists make short presentation p about their company, IP products and themselves Company vision on IP investment and development Personal experiences on the types of opportunities and challenges they see in this space After all the presentations are done, Audience and moderator ask general topical questions to the panelists 9/29/2010 | 9
  10. 10. Analog with Certainty © Cosmic Circuits Pvt. Ltd. 2007. Cosmic Circuits Confidential Version: 1.0 1
  11. 11. Providing Analog - with Certainty Leaders: First to prove on silicon, multiple 40nm AMS IP outside USB/connectivity space IP Portfolio: 200+ cores covering ADCs, DACs, Power-Management, Audio, Video, Wireless, Clocking and MIPI Technology: leadership addressing nanometer nodes, 17-patents filed Customers: worldwide leaders in key growth markets, such as communications, consumer electronics, IDMs, Foundries, OEM/ODM, ASIC and Fabless companies Red-Herring top Top-5 in Customer ISA Start-up to Top 100 small 100 ASIA award Responsiveness Watch Award 2010 business of India 2007 Award 2008 Version: 1.0
  12. 12. Analog IP Cores Sub Audio & Data Interfaces Power Converters Clocking Auxiliary systems Voice DC-DC High speed Pipeline POR MIPI inductive Audio A/D & multiplying Comm. AFE ADCs D/A PLLs D-PHY DC-DC Band-gap capacitive Low jitter SAR ADCs PLLs MIPI Class-D and Temp Video AFE Linear LDO M-PHY AB amps. sensors Sigma-Delta DLLs ADCs LP Charge Digital filters Pumps Touch 1.0GHz Current- Dig. Mic. Silicon screen LVDS TX steering Serial PMUs oscillators DACs Interfaces Version: 1.0 3
  13. 13. Clients- A Partial List Version: 1.0 4
  14. 14. Silicon Validation – more than $1M invested Thermo-stream Fully equipped lab with Cosmic owned for Temperature instrumentation characterization Proven Silicon- validation platforms – AFE (up), High-speed ADCs, Power- management (right) One of several test-bench PC based Graphical UI for setups controlling DUT and instruments Certainty in Time-To-Market with proven silicon-validation platforms Version: 1.0 5
  15. 15. Why Cosmic? Solid Expertise: Technology & Experience Proven expertise in Analog Circuits, Systems and IP integration Superior cores and IP sub-systems – world-class technology Novel architectures, engineered robust for high-volume use Committed to Analog IP Nanometer cores for all leading foundries/IDM/node - product continuity A growing 125+ team-size, committed to Analog Always keeping pace with new standards, platforms and cores And differentiated cores in every technology family Strong silicon-proven nanometer IP portfolio Leverage proven base for high confidence and short TTM Analog solutions under one-stop shop Completely Customer Centric Support in “customer team extension mode” Support for customization to application - a must for analog Business models from standalone IP to complete sub-systems Version: 1.0 6
  16. 16. IP SOC Days Panel Presentation Sept 30 2010 p 1
  17. 17. SoftJin Business Areas Services Products FPGA based System Design Services Allied Design Services to existing S i t i ti Design d D i and EDA customers Verification IPs EDA EDA Services Components EDA Products 2
  18. 18. Focus on FPGAs and Programmable Platforms EDA Components Design IP Blocks and Macros Design Flow RTL Rule Checkers Need to Optimize IP for HDL Resource Planners Programmable Fabric (Verilog/VHDL) Programmable RTL …….. ……… …….. ……… …….. ……… Input HDL Checking and p g Synthesis Engine Resource Planning Placement and Timing Driven Packing Engine g g Synthesis ith S nthesis with Placement and Packing Use of hard macro like DSP slices, Multi-port BRAM, Router and Static SERDES I/O, DDR Controller Routing with Static Timing Analysis Architecture specific PLL, clock Timing Analysis Engine E i manager configuration Tool flow specific annotation in RTL code Graphical Viewer Bit Stream Generation Synthesis, P&R parameters Bit-Stream Generation tuning according to the target Tool application and device 3
  19. 19. Targeted Domains Video / Audio PAL / NTSC / SECAM Encoder HD Encoder DVI / HDMI Transmitter Interfaces Motion Adaptive De-interlacer USB Host / Peripheral Interface Upscaler Text/Graphics LCD Controller I2S, S/PDIF RS232, RS485 I2C, SPI Image Processing/Analysis JPEG Encoder JPEG Decoder Edge/Corner Detection Dilation/Erosion Filters Feature Enhancements Error Correction /Encryption LDPC Encoder/Decoder BCH Encoder/Decoder AES, MD5, SHA2 Storage NAND Flash Controller SD Card Controller PSK Modulation/ De-Modulation EEPROM Controller FFT SRAM Controller DCT Standards based Soft IP in RTL and Netlist form 4 Customization of IP for a particular hardware architecture
  20. 20. Video IP Sub-system: Universal TV Encoder CVBS / S‐Video /   NTSC/ PAL Component BT601 / BT656 BT601 / BT656 Encoder 480i / 576i BT656 SD Display Unit Rx Motion  DDR Adaptive  YPbPr Mem HD De‐interlacer Encoder 480p / 576p  720p / 1080i / 1080p SD-to-HD SRAM UpScaler HDMI Tx RGB SD – SD – HD Converter 480p / 576p  HD Display Unit 720p / 1080i / 1080p BT  709 / 1120 BT 709 / 1120 Display Unit 5
  21. 21. End Application: Set Top Box 6
  22. 22. End Application: Video Wall Player Set of displays arranged to present a single large image or smaller multiple images from an incoming analog or digital signal 7
  23. 23. End Application – Large Capacity Storage System g y g y SDHC Controller IP - Standard SD cards and High Capacity (SDHC) SD cards FPGA based system with 96 SDHC cards Total SD card capacity 768 GBytes 1 Base board – 4 Daughter boards. Each daughter board has 1 FPGA g and 24 SDHC cards Base-board FPGA transfer data between PC and daughter cards Daughter-card FPGA writes / reads data on 24 SD cards Simultaneous read/write of SDs by instantiating multiple SDHC controllers on single FPGA Application : Data Storage where large volume data is to be acquired and used asynchronously IC Mask Inspection High Resolution Video Storage 8 Data mining
  24. 24. Contact Us India Headquarters US Branch SoftJin Technologies Pvt. Ltd. SoftJin Technologies Pvt. Ltd. #102, Mobius Tower, 2900 Gordon Ave, SJR I-Park, EPIP, Whitefield, Suite 100-11 Bangalore 560066, India Santa Clara, CA 95051 Phone: +91-80-41779999 +91 80 41779999 Phone: (408) 773 1714 773-1714 Fax: +91-80-41157070 Fax: (408) 773-1745 Email : Email : 9
  25. 25. India- An Emerging IP Powerhouse? - Ittiam’s Perspective Dr. Sriram Sethuraman IP/SoC D&R Conference, Panel Discussion, Sep. 30, 2010 1
  26. 26. Ittiam Overview A VC-funded Product company from India Core Business: Licensing of Intellectual Property in the Multimedia and Communications areas Vision to be leaders in this space 10th year of operation with self-sustaining revenues 27 issued patents; 30+ pending patents Talent base of ~200 200+ licensee base, world-wide OEMS, ODMs, and Semiconductor/Chip-design companies Most-Preferred DSP IP and hardware IP supplier for 4-years in a row in Forward Concepts’ survey 2
  27. 27. What is IP? A solution involving one or more elements that are unique and differentiate the solution from other solutions available i.e. Innovation is at the core of an IP solution Includes patented claims Includes know-how or trade secrets Can be algorithmic IP, implementation-specific IP, system architectural IP, etc. 3
  28. 28. Ittiam Multimedia IP Focus Application Specific Systems System Components Video Platform Optimization Head-end Equipment Conferencing Video ARM Imaging Config Core DSP Mobile Core IP Hardware Custom Algorithms for Quality Mux Encode/Decode/Transcode Sy Complexity FPGA Pre/Post Proc & Effects Latency Medical ASSP Analytics Err Res. Recorder RTL Portable Media Audio Speech Density Gate count Footprint Memory Power Clock In-x Entertainment Surveillance A/V Sync 4
  29. 29. Ittiam Communications IP Focus Standards-centric Fixed-Function Communications IP 802.11 a/b/g/n Fully qualified PHY and MAC solutions » Customer chip shipments with the IP in end-products 9+ years of domain expertise built in areas such as » Algorithmic IP » Protocols » RTL design » Hardware-software co-design for MAC layer throughput and adaptation » Interoperability Verification on FPGA reference designs Some ports on programmable solutions One of very few independent IP suppliers in this area Customizations around base IP 5
  30. 30. Opportunities Technologies have become more complex Budget constraints, time-to-market, and specialized , feature- complete, fully validated, high quality component needs of ODMs/OEMs prohibit complete in-house development Standards promote adoption rate “Develop once, license many times” has the inherent cost advantage and scalability of revenues (without the need to scaling the size of the company) IP licensing is gaining more acceptance in the Far-East as well Exploding end-equipment demand has triggered a high-level of OEM/ODM activity India-specific factors Talent base Exposure in MNCs 6
  31. 31. Challenges Longer RoI cycle “Winner takes all” approach in the market may make the risks higher Market factors change too fast Shorter product life cycles with longer product development life cycles Need to have full control outweighs the in-house development costs Customer to customer needs diverge resulting in lower re-use factors (i.e customization effort exceeds IP development effort) 7
  32. 32. More Challenges Clean(-room) IP may not have a significant value difference in the market Squeeze on the pricing may force one to climb the value chain (thereby, losing the neutrality of an IP supplier) Open source/core initiatives may lower the entry barrier Lack of local ODM/OEM base that can provide steering inputs Lack of Government will in creating a local ecosystem (unlike EC/China) Cost advantage can be blunted when bigger players enter the space and subsidize the offerings 8