Digital Media Drives IC Content

•

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D

Technology Business

Digital Media Drives IC Content

Brian Wong
President and CEO, D2Audio
March, 2006
Rev f

1

Factors Affecting our Semiconductor Universe

• Digital Media revolution Drives Semi Content
• Standardization vs Customization Pendulum
swings drive design methodogies
• Impacts of Geographical shifts in workforce
impacts

2

1) Digital Media Enables Unchaining Consumer

• Digital Content Unchains Consumer
MP3 to enjoy digital
DVD, CD media on their
MPEG, JPEG “lifestyle” terms
• Digital Transimission
• When
DTV • Where
XFM • What
IP/TCP
• Digital Processing
Audio/Video Enhancements
Compression

3

1) Digital Media Drives inreasing Semi Content

• Cameras ($400)
Film: $4 Semi Content
Digital: $50 Semi Content
• Television:
Analog: <$20 Semi Content
Digital: >$120 Semi Content
•50% HDTV CAGR

Digital Media drives 5-10X Semiconductor content
increases in consumer devices

4

2) Std vs Custom Paradigm Swings
Standard mfg
Custom application

uP FPGAs
* Discretes
Standardization Memories PLDs

1950 1960 1970 1980 1990 2000
Customization
Custom ASICs
LSI
Managing complexity drives methodology shifts
Verification continually increasing –
• 50% IC design resources allocated to verification/debug

* “Makimoto’s Wave”

5

3) Geographical Shifts of Workforce – 2 Way Street

• Semi Companies (designing chips)
US: about 600 companies
Austin: about 25 (5%)
• Electronics in China
Started with assembly – moving to system design
IC competency relatively new
• Graduating about 3500 annually
• Goal to have 40,000 IC designers by 2010
• But, Asian Digital Media companies also shifting work to
US
Product Development (product mktg, test, ID)
Marketing, Sales
HQ

6

Summary

• Digital Media driving Semi content – more chips
to design!
• Paradigm shifts every 10 years to manage
complexity – but verification/debug continually
increasing as percentage of IC/system
development resources
• Geographical shifts continue to occur
channeling technology more efficiently into the
market - but opportunities continue to be here
locally

7

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The presentation explores the development and application of artificial intelligence (AI) from its inception to its current status in the modern world. The term "artificial intelligence" was first coined by John McCarthy in 1956 to describe efforts to develop computer programs capable of performing tasks that typically require human intelligence. This concept was first introduced at a conference held at Dartmouth College, where programs demonstrated capabilities such as playing chess, proving theorems, and interpreting texts. In the early stages, Alan Turing contributed to the field by defining intelligence as the ability of a being to respond to certain questions intelligently, proposing what is now known as the Turing Test to evaluate the presence of intelligent behavior in machines. As the decades progressed, AI evolved significantly. The 1980s focused on machine learning, teaching computers to learn from data, leading to the development of models that could improve their performance based on their experiences. The 1990s and 2000s saw further advances in algorithms and computational power, which allowed for more sophisticated data analysis techniques, including data mining. By the 2010s, the proliferation of big data and the refinement of deep learning techniques enabled AI to become mainstream. Notable milestones included the success of Google's AlphaGo and advancements in autonomous vehicles by companies like Tesla and Waymo. A major theme of the presentation is the application of generative AI, which has been used for tasks such as natural language text generation, translation, and question answering. Generative AI uses large datasets to train models that can then produce new, coherent pieces of text or other media. The presentation also discusses the ethical implications and the need for regulation in AI, highlighting issues such as privacy, bias, and the potential for misuse. These concerns have prompted calls for comprehensive regulations to ensure the safe and equitable use of AI technologies. Artificial intelligence has also played a significant role in healthcare, particularly highlighted during the COVID-19 pandemic, where it was used in drug discovery, vaccine development, and analyzing the spread of the virus. The capabilities of AI in healthcare are vast, ranging from medical diagnostics to personalized medicine, demonstrating the technology's potential to revolutionize fields beyond just technical or consumer applications. In conclusion, AI continues to be a rapidly evolving field with significant implications for various aspects of society. The development from theoretical concepts to real-world applications illustrates both the potential benefits and the challenges that come with integrating advanced technologies into everyday life. The ongoing discussion about AI ethics and regulation underscores the importance of managing these technologies responsibly to maximize their their benefits while minimizing potential harms.

Artificial Intelligence: Facts and Myths

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Real Time Object Detection Using Open CV

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Digital Media Drives IC Content

1. Digital Media Drives IC Content Brian Wong President and CEO, D2Audio March, 2006 Rev f 1

2. Factors Affecting our Semiconductor Universe • Digital Media revolution Drives Semi Content • Standardization vs Customization Pendulum swings drive design methodogies • Impacts of Geographical shifts in workforce impacts 2

3. 1) Digital Media Enables Unchaining Consumer • Digital Content Unchains Consumer MP3 to enjoy digital DVD, CD media on their MPEG, JPEG “lifestyle” terms • Digital Transimission • When DTV • Where XFM • What IP/TCP • Digital Processing Audio/Video Enhancements Compression 3

4. 1) Digital Media Drives inreasing Semi Content • Cameras ($400) Film: $4 Semi Content Digital: $50 Semi Content • Television: Analog: <$20 Semi Content Digital: >$120 Semi Content •50% HDTV CAGR Digital Media drives 5-10X Semiconductor content increases in consumer devices 4

5. 2) Std vs Custom Paradigm Swings Standard mfg Custom application uP FPGAs * Discretes Standardization Memories PLDs 1950 1960 1970 1980 1990 2000 Customization Custom ASICs LSI Managing complexity drives methodology shifts Verification continually increasing – • 50% IC design resources allocated to verification/debug * “Makimoto’s Wave” 5

6. 3) Geographical Shifts of Workforce – 2 Way Street • Semi Companies (designing chips) US: about 600 companies Austin: about 25 (5%) • Electronics in China Started with assembly – moving to system design IC competency relatively new • Graduating about 3500 annually • Goal to have 40,000 IC designers by 2010 • But, Asian Digital Media companies also shifting work to US Product Development (product mktg, test, ID) Marketing, Sales HQ 6

7. Summary • Digital Media driving Semi content – more chips to design! • Paradigm shifts every 10 years to manage complexity – but verification/debug continually increasing as percentage of IC/system development resources • Geographical shifts continue to occur channeling technology more efficiently into the market - but opportunities continue to be here locally 7