rosetta ip commercialization panel
TRANSCRIPT
IP Commercialization Panel
Omri RaismanDecember 2011
About Omri Raisman Born in IsraelFather of 3 kids, married to NuritPractice long runs and yoga
Professional BackgroundStudy Economics and Management (B.A) in Tel AvivFirst job in Marketing Research and Strategy consultancyDid : Sales, Marketing, Business Development and Project
ManagementIn: Telecom, High Performance Computing, EDA, IP & Services
Co-Founded Rosetta IP in 2007Member of the IEEE 1374 IP Quality Standard body
Confidential – Rosetta IP
About Rosetta IP Established in 2007 Headquartered in Netanya, Israel Sales office in Santa Clara, California USA
Company BackgroundDeep knowledge of EDA, Semiconductors and IP industriesStrong track record of IP sales and business developmentRosetta SIP Cores are in customer products todayExisting customer base in Japan, APAC, Europe, USA, Israel9 Engineers, 2 Marketing / Sales, 1 Admin
Confidential – Rosetta IP
Confidential – Rosetta IP
Rosetta IP Practice Rosetta IP provides a comprehensive solution for SoC development by: Delivering selected Electronic designs as IP Cores, based on objective quality assessment Ensuring fast, smooth & predictable integration throughout the targeted product lifecylce
Confidential – Rosetta IP
Semiconductor Industry Evolution
1980 1990 2000 2010
Semiconductor EDA Fabless Rosetta IP IP
New opportunities on the Horizon
Software IP:MCU, GL, Codec,
PowerArchitectural RDK :
Optimization !
Process IP:Transistor Device,
Recipe, YMS
SIP Solutions : MEMS, Memory, FR, Package
Backup
Introduction
• An ASIP (Application Specific Intellectual Property) is an IP that has been specified and verified within the application it will work for. The number of features is limited to that environment which makes its architecture much better optimized and cost effective.
• ASIP verification can be much more exhaustive, since it is limited to the defined functionality.
• An ASIP core will have a very high reliability, while providing the functionality required by the targeted system.
• A cluster of several IP Cores optimized to work as a sub system will provide an ASIP solution which has intrinsic value greater than each one of its components by itself.
Typical IP Core design cycle
• Target a specific function• Starts with defining
specification• Stays as generic as
possible• Verification attempt to
cover the maximum use cases and scenarios
• The target application requirements are not listed at the priority list
IP Specification
Implementation
Verification
App II
Application IApplication III
Confidential – Rosetta IP
Market Dynamics
Networking
Consumer
Automotive / Aerospace
Computing
Communication
Confidential – Rosetta IP
Networking
Consumer
Automotive / Aerospace
Computing
Communication
Different market niches:
Beamforming from WiFi to Femto Cell
Market Dynamics
Confidential – Rosetta IP
Networking
Consumer
Automotive / Aerospace
Computing
Communication
Different markets transfer
: Wireless connectivity to Game Console
Market Dynamics
Confidential – Rosetta IP
Networking
Consumer
Automotive / Aerospace
Computing
Communication
Expand market reach:
Multicore Processor
Market Dynamics
Application Specific IP
• Application identification at specification point
• Targeted by design to a specific application
• Enhances commercial value of the IP
• Reduce Development costs • Reduces Time to Market
IP Specification
Implementation
Verification
App II
App Req
App Req
App Req
App II
Application I
Methodology Highlight
• Application Requirements need to be taken in consideration throughout the IP lifecycle– Specifications – Implementation– Verification
• Targeting an IP for a specific Market will increase its commercial Value
• Targeting an ASIP for specific market will produce higher Quality IP Core
