Arm updated track h

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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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