International R&D in EDA –Perennial Search for Talent & …rustec.asu.edu/docs/leef-lecture.pdf · — Valid Logic Systems ... — Graduates mainly from Moscow Institute of Physics

Serge Leef

Vice President and General Manager

• New Ventures

• System Level Engineering Division

International R&D in EDA – Perennial Search for Talent & Ideas

© 2010 Mentor Graphics Corp. Company Confidential

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INTRODUCTION TO MENTOR

Int'l R&D in EDA: Perennial Search for Talent & Ideas


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Electronic Design Automation (EDA)

Electronic design automation is a category of software tools for designing electronic systems such as printed circuit boards and

integrated circuits. The tools work together in a design flow that chip designers use to design and analyze entire semiconductor chips.

(1981 marked the beginning of EDA as an industry).

Pioneers— Mentor Graphics— Daisy Systems – after several acquisitions, technology eventually

acquired by Mentor Graphics in 1999— Valid Logic Systems – acquired by Cadence in 1991

Main players today— Mentor Graphics ($800M, 1981), Synopsys ($1.36B, 1986),

Cadence ($852M, 1988)

Int'l R&D in EDA: Perennial Search for Talent & Ideas3


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Mentor Graphics

29 years in operation

Headquarters in Wilsonville, Oregon

4,425 Employees Worldwide

A global leader in the EDA market — Ranked #2 in software & support revenue— Approximately 22% market share & growing

A global leader in EDA R&D— 534 patents issued & >471 patents pending— R&D Investment – 32% of FY10 revenue



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1981 1982 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 FY08 FY09 FY10

Source: Annual Reports & Company Reports

($ M

illio

ns)

Mentor’s Sustained Long-Term Growth Ensures Stability

Mentor Graphics Reported Revenue



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Strategy Based upon Being #1

Expand Existing #1 Positions

Concentrate acquisitions in #1 areas

Expand from point tools to platforms

Pursue adjacencies capitalizing technology



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INTERNATIONAL R&D

Mentor Graphics: an International Company


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Mentor Graphics Around the World



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Major International R&D Centers

Original rationale for international operations— Driven by cost savings— Inability to find talent in the competitive US labor market

Current drivers— Cost differences are becoming increasingly negligible— Magnet for talent wishing to remain in place, but having few, if any, high tech employers domestically

— Highly differentiated engineers and scientists

Significant international R&D sites for Mentor— Noida and Hyderabad, India; Lahore, Pakistan— Cairo, Egypt; Paris & Grenoble, France; Newbury, UK— Budapest, Hungary; Krakow, Poland; Haifa & Tel-Aviv, Israel— Moscow & St. Petersburg, Russia, etc…

Moscow: Major site connected with 3 divisions of Mentor— BSD – Board Systems Division— ESD – Embedded Software Division— MAD – Mechanical Analysis Division



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Example: Mentor Egypt Operations

Founded in 1995 as a driver of Technology— Over 150 Technical papers, Over 50 Master degrees— Over 20 Patents, Over 10 Ph.D

Accomplishments— Establishing/Supporting VLSI Lab at Ain Shams University— Sponsoring and organizing Technical Conferences— Cooperation with Arabian Technology Project in the region

People— Hire top 5% from the top level Universities in Egypt— Conduct Intensive training plan locally and abroad

– Master Degree, MBA and Ph.D Support Program

— Encourage their contribution in outside company activity— Organize EDA Seminars at Universities and donate software— Contribution with Government & Media in Technology Promotion at Schools & Governors (outside Cairo)

10 Int'l R&D in EDA: Perennial Search for Talent & Ideas


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Example: MAD Moscow Operations

History— FloEFD technology/products developed in a Russian – German joint venture since 1997— The German side took responsibility for commercial and legal requirements and added

sales and marketing expertise — From 1999, venture funded start-up NIKA GmbH (Germany) introduced FloEFD— NIKA GmbH was sold to Flomerics in 2006— FloEFD is owned by Mentor since the acquisition of Flomerics in 2008

Team has grown from 5 people ten years ago to 50 employees today, dealing with all aspects of CFD software:— Physical models, Mathematical and numerical schemes— MCAD connectivity, GUI and result processing, QA— Factory support, Product management

Strong scientific & engineering backgrounds with high percentage of PhDs— Graduates mainly from Moscow Institute of Physics and Technology (MIPT), Moscow

State University, Bauman Moscow University, Moscow Aviation Institute (MAI)



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SYSTEMS ELECTRONIC DESIGN AUTOMATION

New area attracting interest from automation community



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System Design Challenges

Design requirements are becoming more complex

— Lower cost, lower power, lower weight

— Increased performance, reliability, or safety

Convergence of multiple disciplines

— Everything has to work together: Digital, Analog, Software, Mechanical, etc.

— Multi-company, distributed supply chains

— Complicated communication via a number of domain-specific file formats, tools, and protocols

Design optimization

— More than just getting a design to ship, a successful project relies on predictable schedules, and optimization of Reliability, Performance, Manufacturing Cost, and Life-cycle Cost



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FUNCTIONAL

SpecificationsSpecifications

Silicon platforms are one of many dimensions that need to be addressed by automation

(how do you verify the whole system?)

DigitalDigital AnalogAnalog

Mixed - SignalMixed - Signal

Sensors & ActuatorsSensors & Actuators

Plant / Mechanical

Plant / Mechanical

Application Software

Application Software

Platform SoftwarePlatform Software

Embedded SoftwareEmbedded Software

Multi -PhysicsMulti -Physics

SiliconPlatformSiliconPlatform

IMPLEMENTATION

ARCHITECTURAL


DataTrafficData

TrafficProtocolsProtocols

NetworkNetwork

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SpecificationsSpecifications

Answer: Virtual Prototyping

Embedded SoftwareEmbedded Software

Multi-PhysicsMODELS

Multi-PhysicsMODELS Design

VerificationTests

DesignVerification

Tests

simulation

simulation

simulation

simulation

COMPREHENSIVE VIRTUAL PROTOTYPE(multiple/mixed abstactions)


ElectronicsMODELS

ElectronicsMODELSsimulation simulation

Matlab

V-AMS

SPICE

SysC

HDL

Gates

UML

C/C++

Exe

Multiple and mixed abstraction modeling can result in a wide variety of Virtual Prototypes to address distinct use models

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System Virtual PrototypingRemoves Walls between Disciplines

SVP allows engineers to simulate analog, mixed-signal and mixed-technology (multi-discipline) systems – at multiple levels of abstraction

Mechanical Electrical

ControlsSoftware

ControlCircuits

Electro-Mechanical

Sensors & Actuators &

Space

Digital ControlMicro-

controllers

DSP Processing

Thermal Mechanical Fluidic Mass Transfer

Analog, Digital, & Mixed-Signal circuits

Transfer functions

Advanced Algorithms Signal Processing Embedded Control Supervisory GUI & Presentation

–

+

+

Cmd

Angle

ieqs

ies

w

ks



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System Perspective on Performance & Power

17Int'l R&D in EDA: Perennial Search for Talent & Ideas17


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System Perspective on Mechatronics and Software



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CUSTOMER EXAMPLES

Applying System Virtual Prototyping



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Medical Device Application: baby incubator

Customer: eliminating a prototype— Looking for a means of simulating an infant incubator system

– Digital & Analog electronics– Heaters & Convective heat transfer– Power conversion and management– Embedded software

Solution— Thermal control system model

– Complete incubator– MCU used for closed loop temp control– Algorithm modeled in C/C++

— Incubator group promoting virtual prototyping internally

– Debugging their C code on the virtual electro-thermal hardware platform

Fan/Air-Flow Speed

Heater Element Temperature

Patient-Zone Temperature

Controller PWM Duty-cycle



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Medical Device Application: infusion pump

Customer: ensuring reliability— Baxter started looking at design options when multiple patients died after the Baxter design failed to recognize a low battery condition in a IV Infusion Pump

— Unable to simulate alarm system audio amplifier IC in Pspice (no vendor model)

Solution— Modeled in VHDL-AMS and verified their entire system in a virtual prototype

— “…we are able to fully simulate our entire pump product design, including both electronic and electro-mechanical requirements. The selection of Mentor Graphics design technologies has enabled our renewed confidence in our ability to deliver Six Sigma quality, reliability and accuracy in our pump products.”

—Robert Armstrong, VP of R&D, Baxter Healthcare

PowerCentralControl

Alarm

DisplayInfusion Control



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Customers: pushing the limits of CAN

— Combination of linear and star topology— 120Ω termination on each end— Maximum stub length >30 cm— Minimum distance between stubs <10 cm— Maximum end-to-end length >40 m— Emerging partially-powered networks

Solution— Led to creation of a vertical package

— Simulation is controlled from Excel

— Schematics are auto-generated

from an easily configurable Excel sheet

— Ensures component and net naming

conforming to standards

— Import from design databases possible

Automotive Application: car network

Int'l

R&22


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Automotive Application: virtual car Customer: simulating the “entire” car

— Full system simulation model and test

bench for performance and control

algorithm verification

— Includes– Engine model (based on torque/speed curves)

– CVT, Differential and the right and left wheels

– Wheels are based on road traction coefficient

Solution— Working with the customer to model

components that include wheel speed and

steering angle sensors, which provide data to

the MCU

— High level system simulation also used with

behavioral models of the mechatronics –

mixed abstraction simulation



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Space Application: long cables

Customer: one shot to get it right

— Thrust Vector Control system– Hydraulic pressure sensor

– Signal conditioning circuits

— Signal integrity analysis for a Mil.

Std. 1553 Network

Solution— Virtual prototyping was used to analyze

the interaction between hydraulics and

sensors, amplifiers, filters, etc…

— Virtual prototyping is used to

understand the effects of very long

cable runs on data transmission

capability

Int'l

R&24


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Defense Application: smart projectile

Customer: replacing field testing

— Multi-discipline system

— Expensive to test experimentally

– (Cost > $1M per run)

— High reliability & performance

— Increasingly dominated by emb. SW

— Demonstrating capability to win

contracts is a requirement

Solution

— Mechatronics full-system simulation

including embedded software

— Simulink co-simulation

— VHDL-AMS multi-domain modeling

— Parametric exploration of design space

— Integrating with animation software



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NEW VENTURES

Expanding beyond traditional EDA



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“New Ventures” Charter

Explicitly focus on new and emerging SYSTEMS DESIGN AUTOMATION markets and technologies(where traditional EDA meets related, but underexplored domains)

Hardware

Test

Software

Platform

Hardware

Network

Software

DDMS

Hardware

Controls

Software

Physics



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Program Selection Criteria

Addresses anticipated compelling event / opportunity

Adjacent to EDA so that technologies and core competencies can be leveraged

Compatibility with existing sales organization

Modest annual burn rate during the development phase

Maximum of 12 calendar months to get the first working system deployed to lead customers

Should have revenue potential of at least $30M+ per year on 3-5 year time horizon



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Programs, Phases and Milestones

Automotive and Aerospace E/E distributes system design

Full system, multi-physics virtual prototyping

Automatic generation of test for systems and software


1. Execute necessary tasks to determine if

program funding is warranted

2. Involves management, consultants (if

needed) and core team

3. Core team from R&D and Marketing

1. Implement first incarnation of the product

2. Engage with teaching customers to tune

3. Put in place “whole product” structure

4. Focus marketing activities on “lighthouse” customers

5. Partner with a sister division if desired

6. Limited engagement with World Trade

1. Full engagement with World Trade

2. Productization and wide deployment

3. Outbound marketing programs

4. Public launch

1. Initial exploration

2. Concept validation

3. TAM assessment

4. Operational alternatives

5. involved parties are

management and (possibly)

consultants

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Explosion of Electronic Content in Automobiles


Collision Avoidance

Auto Distance Cruise Control

Rain Sensing

Automatic Windshield Wipers

Navigation &

Trip Computer

Entertainment

Electrochromic

Glass

Active Noise

Cancellation Communication

Lighting

Engine & Emissions

Management

Traction Control

Vehicle Stability

Low Tire

Pressure

Monitors

Airbag

Deployment

System

Security Systems

Multi-Zone Automatic

Climate Control

Lane Departure

WarningContinuously Variable

TransmissionEngine Management

Antilock Braking

Active Suspension

Passive

Entry

Rear Seat

EntertainmentHead Up Display

Electronic

Compass

Brake by Wire

Adaptive Front

Lighting

Blind Spot

Detection

Satellite/HD Radio

Park/Reverse Assist

Wireless Networking

Automated Highway

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Growing Complexity of Software Architectures

67 Functions/SWCs, 1400 Tasks, 1300 Signals, 3 ECUs



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Aerospace: Complexity (over to 800 on-board computers)

3rd network

ServerTerminal

Display Switch

Router

WindowsGalley

Seats………

Lights

Avionics(AFDX + ARINC 429 - CAN) IFECab OpsA/C Ops



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Medical: Multi-physics interaction and test

Multi-domain, multi-physics medical system— Human body physiological sources— Electrical sensors and actuators— Ultra-compact low-level embedded software / digital control

— High performance GUI and medical monitor embedded software

Hospital-basedremote heart monitor

Pacemaker

Surface ECG

Blood Pressure

TemperatureData Link



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INNOVATION SUCCESS FACTORS



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Organic vs. External Innovation

Big companies rarely succeed in innovating— Stagnant organizations resistant to change (IBM PC example)— Risk/reward ration is all wrong ($10M exit event)

Cycle: dissatisfied employees to entrepreneurs — Purchase model: front and buyout — Notable successes and failures: examples

Solution— Accept a combination of organic and external — Looking at 100 opportunities per year — Closely examined 20 — Bought 7 - ranging from $2m to $70m — Each GM seeks related or augmenting startups — I looked at 10 last year: Sweden, Germany, Hungary, US, France

Attractive: early and late stage startups



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Academic and Government Driven Innovation

University relations— Funding relevant Programs— Relationships with professors who recommend best students— Examples: GT, UF, NCSU, UW, UBUD, Chalmers, MIPT, Berkeley — Entrepreneurial professors

Tech transfer issues— Rights ownership is always an issue— Very difficult to solve when lawyers get involved— If it can’t be resolved on the front end, we don’t get involved

Government links— Governments are NOT good venture capitalists

– Typical goals are prestige and employments– GREED must be the key driver for capitalist enterprises

— Currently working with US, EC, France, Dubai, Abu-Dhabi



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What makes a good environment for technology ideas and start-ups?

Location, public policy and culture play key roles

Creativity is only one factor leading to possible success

Elements essential for successful innovation ecosystems:

Educated work force

Business-friendly legal systems

Availability of “risk capital”

Culture of “failure”



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Comparing Success Factors

Success factor US France Japan China India Russia

Educated work force Yes Yes Yes Yes Yes Yes

Business-friendly legal systems Yes No Yes Yes No ?

Availability of “risk capital” Yes Some No No No ?

Culture of “failure” Yes No No No Yes ?


• Educated work force alone is not sufficient for suc cess

• Where does Russia stand?

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Summary

On-going search for innovation…

…Looking at start up companies to —Invest in—Partner with—Acquire

…Looking for links with innovative—Universities—Research organizations



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Documents

International R&D in EDA –Perennial Search for Talent & …rustec.asu.edu/docs/leef-lecture.pdf · — Valid Logic Systems ... — Graduates mainly from Moscow Institute of Physics