( ESNUG 512 Item 1 ) -------------------------------------------- [10/18/12]
Subject: "We have 46 active, profitable C-to-Silicon projects at Cadence"
> Which leads to the Bundled-Deal-New-Technology-Death-Spiral. Here's the
> CDNS and C-to-Silicon version:
>
> Cadence Sales gives away C-to-Silicon because nobody will pay for it.
> -and-
> Nobody will pay for C-to-Silicon because Cadence Sales gives it away.
>
> That is, rather than kill new Tool X, Cadence Sales tells the customers
>
> "Hey, since you're buying all those Virtuoso, ADE, Conformal,
> Encounter, Palladium, and Incisive licenses, plus all that VIP;
> we'll just throw in C-to-Silicon (plus some of our other lesser
> sold CDNS tools) for free in a big sweetheart bundled SW deal!"
>
> These poisoned C-to-Silicon sales leaves Michael McNamara stuck servicing
> some big name customers like Micronas (confirmed) and a group in Intel
> (rumored) in little or no money deals.
>
> - from http://www.deepchip.com/items/0509-06.html
From: [ Phil Bishop of Cadence ]
Hi, John,
Mike McNamara has indeed left Cadence. I joined Cadence in July to manage
the C-to-Silicon team as part of my new System Level Design business unit.
I disagree with your so called "Bundled-Deal-New-Technology-Death-Spiral"
theory. I spent five years as the CEO of Celoxica selling high level
C-based synthesis targeted towards FPGAs. I know how hard it can be for
a start-up to get the money and support it needs to scale high level
synthesis SW.
In contrast, the Cadence sales channel has been very supportive helping us
find the right opportunities for C-to-Silicon and I have been given the
unquestioned support of the Cadence executive management team to make
C-to-Silicon a success.
I joined Cadence because I feel C-to-Silicon has a chance to scale. My
strategy has been to focus our team on increasing the production use of
C-to-Silicon in key accounts. We have 28 customers including: Casio,
Freescale, Fujitsu, Hitachi, Ikegami, ITRI, NEC, Renesas, Sunplus, and
Texas Instruments.
At present we have 46 active production C-to-Silicon projects underway.
Of these active production projects, 32 are in the classic areas for high
level synthesis: imaging and graphics processing.
However, we see growing production use in new areas such as: ethernet (3),
encryption/decryption (3), and flash memory control(3). We expect roughly
15 new production projects to be started before the calendar end of 2012.
All of these production projects are profitable deals for Cadence and
positively impact our C-to-Silicon P&L.
Your flawed Bundled-Deal-New-Technology-Death-Spiral theory, John, could not
be more wrong with regards to C-to-Silicon.
- Phil Bishop
Cadence San Jose, CA
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