Wong d2 audio_digital_media_drives_ic_content

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Wong d2 audio_digital_media_drives_ic_content

  1. 1. Digital Media Drives IC Content Brian Wong President and CEO, D2Audio March, 2006 Rev f 1
  2. 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. 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. 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. 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. 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. 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

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