Is EDA Still EDA?
By John Blyler & Ed Sperling
Is the Electronic Design Automation (EDA) tools market shrinking or growing? That depends greatly upon how you define EDA.
A recent report by the Global Industry Analysts, based on information from EDA Consortium (EDAC), predicts that the global EDA tool market eventually will re-emerge to drive growth to $9.8 Billion by 2015. The report suggests that this growth will be fueled in part by the traditional efforts to improve efficiency and performance throughout the chip development process.
EDA Chip-Level Tools
Aart de Geus, chairman and CEO of Synopsys, expanded upon this finding in a recent interview. “As a percentage of our business, classic EDA is shrinking, but this is not a case of ‘classic EDA doesn’t grow.’” For example, in the past, EDA companies added front-end RTL synthesis and design tools with timing and power closure to improve the productivity of chip designers. Next, efficiencies were found in the back-end of the process by adding physical design with extraction and Design for Manufacturing (DFM) and Yield (DFY) tools. Today, EDA vendors are improving the value of system-level design with architectural tools.
Synopsys is indeed attempting to improve their architecture tool flow with the recent double acquisitions of two electronic-system level (ESL) design companies – VaST and CoWare. The emphasis on architectural integrated circuit (IC) design productivity has pushed traditional EDA chip companies to expand into the next level of product development, namely, package and board design and – on the software side – even application development.
But this time around, productivity and efficiency within the chip development process will not be enough to save EDA. In addition to continuing improvements in both front and back-end tool design, chip-level EDA companies must be successful in reaching outward to embrace new customers and industries.
Perhaps no one understands this shift in thinking better than Mentor Graphics, who has products in the chip, package, board and even embedded real-time operating system (RTOS) markets. “We (EDA chip tools) as an industry are stubbornly targeting a limited number of customers,” said Serge Leef, vice president of new ventures and General Manager of the System-Level Engineering Division at Mentor Graphics. “We really need to figure out where to go beyond that.”
There are four choices, according to Leef. One is to sell products to existing customers, which EDA companies will continue to do. The second is to sell new products to existing customers, which they are attempting in areas such as submicron design, DFM and yield enhancement. A third option is to sell existing products to new customers in places like China and India, but most of those companies are either part of multinational companies that already buy EDA tools or they’re underfunded startups that cannot afford tools. A fourth option is to sell new products to new customers.
On paper, the last option seems the most promising. The problem is getting the new customers to look at what EDA has to offer, which means that EDA companies must understand the needs of the new customers – i.e., different industries.
IP Drives Profit
A universal need shared by most new customers in today’s economically challenged markets is that of cost reduction. This has two effects. One is to increase the use of intellectual property (IP) blocks in chip-level design while the other is to move from ASIC to FPGA-based designs.
Increasing the use of IP was a primary theme in Virage Logic’s keynote address at the recent DesignCon show. That was expected, but the arguments that were used to support the growth of IP are worth noting. Brani Buric, executive vice president for marketing and sales at Virage, explained it this way: “As we move into consumer markets with low profit margins we must think beyond the technical challenges to the business issues. The question is not just how to do the design more efficiently in terms of cost, but whether to do the design at all.”
The business focus of this approach is reflected in its name, i.e., Design for Profitability (DFP). Companies focusing on profit might just write the spec for a new chip, then hand off the rest of the design and implementation to design companies such as eSilicon or Open-Silicon. Owning the spec would typically be a lot less expensive than owning any part of the implementation process. This approach relies heavily on IP blocks to build the chip to spec.
Interestingly, the growth of IP is one of the key drivers cited by in the Global Industry Analysts report for overall EDA growth. The reason that EDA tool revenues are expected to climb in 2015 is because EDA owns IP. By including Broadcom, Qualcomm and ARM as some of the largest IP licensing companies, EDA will indeed be one of the fastest growing sectors—at least on paper. The reasoning for this inclusion, according to EDAC, is that EDA tools are an integral part of licensing the IP, so IP licensing revenues should be counted in the EDA business calculations.
EDA in the Board-Level Market
The growing reliance on FPGA-based electronics is the second trend driven by profit-focused designs. But this is another area where companies like Actel, Xilinx and Altium are trying to engage a broader customer base, e.g., medical, industrial and automotive markets.
Actel’s purchase of Pigeon Point moves that company squarely into the Advanced TCA and MicroTCA world, which has been heavily utilized by communications companies and defense. Xilinx, meanwhile, is positioning its next-generation 28nm FPGA platform to help win business in non-traditional markets. And Altium has been focusing on a single database implementation of FPGA-based, board-level products that include embedded software development.
While all of these expansions reflect broader changes in the overall semiconductor industry, real growth in the EDA sector can only come from expansion beyond traditional markets. But there will always be a nagging question facing EDA companies moving into these new markets: Is this really EDA, or are we venturing into a new sector that reaches well beyond the confines of EDA to include a true system-level approach?
Tags: Actel, eSilicon, Mentor Graphics, Open Silicon, Synopsys, Virage Logic, Xilinx