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Steve LeibsonLeibson's Law: It takes 10 years for any disruptive technology to become pervasive in the design community. This blog is about the disruptive technologies that either have or will win over electronic engineers, some that won't, and why. Please feel free to link to these blog entries! Written by Steve Leibson, a freelance content creator and marketing/lead-generation consultant specializing in high-tech companies, former VP of Content for Reed Business, and former Editor in Chief of three publications including EDN. See my consulting Web site at www.sleibson.com and my history site at www.hp9825.com. You can email me at steven.leibson followed by the magic email symbol @ followed by att.net.

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Sunday, April 12, 2009

Performance or Time To Market. What’s Your Choice?

Apr 12 2009 6:40PM | Permalink |Comments (9) |


The last presentation I listened to at the Electronic Design Processes Workshop last week was from Atrenta’s CTO Bernard Murphy. His was a very practical presentation in my opinion and he effectively asked the question: “How much theoretical performance are you willing to give up to tape out your design and get it into silicon?” It’s truly a practical question. Engineers intuitively know that the closer they try to get to perfection, the longer it takes. Push silicon technology hard to get clock speed or low power and you’ll spend a lot of time chasing the problems that crop up.

Are you willing to settle for good enough and not perfect? Are your competitors? If so, then who wins the market? The perfect chip that’s not yet available or the imperfect chip that’s in stock and gets the job done? Intuitively, I think you already know.

So if you’re not competing at the silicon level, where can you compete and win. Murphy’s answer, one I strongly agree with, is that you need to compete at the architectural level. Architectural-level design and analysis tools, automated assembly tools, and platform architectures are the future from Murphy’s perspective. As a system designer myself, I can only agree with him. Strongly.

Silicon tricks have run out. Study what it takes to get extreme ultraviolet fab equipment running like I have and you’ll be amazed if the technology ever becomes practical. We’ll be building graphene nanochips first, I think. So consider this. As Murphy said, you’ll be much better off if you can develop a system architecture that doesn’t require every drop of performance you can get from the underlying silicon. Better time to market. Lower power. More reliability. Better immunity to on-chip variability and process variation. All very attractive. No?


Related entries in: Design Strategies | EDA | SOC | 


Reader Comments



at 4/13/2009 1:15:27 AM, SiGeek said:
Time to market definitely is the priority. Get the cash flow coming in.... ASAP! Then use the income to improve the product. You can have the best product but if your company runs out of money before the product launch, who benefits? Nobody. All of you will be out looking for a job, and applying at your competitor''s company... where maybe you''ll apply what you learned and improve their product.



at 4/13/2009 9:21:33 AM, Oh really? said:
Really? Time to market wins?
The iPod was not the first (or second or third) portable music player, but definitely the runaway winner.

The various Windows OSes were not the first PC operating system and neither was Linux the first server OS, but both are doing pretty damn well in terms of market share.

The tech world is littered with the failed carcasses of the rushed first to market solutions. First to market counts for *NOTHING* unless you hit the correct sweet spot of features, usability and price.

Time to market is a marketing myth to push engineering to absurd overtime schedules and a convenient handle to blame for failure to hit the right specification. BTW: I said "right", not "perfect" or the "theoretical best".



at 4/13/2009 9:51:26 AM, Meredith Poor said:
The first reply says 'get it out and get cash flow', the second says 'not so fast'. There is a difference, however, between rushing it out the door and putting it out when it's matured, even if it isn't perfect. iPhones have had all kinds of hints about things that aren't currently supported. Priuses have hole covers for things you can't get in North America. You can even leave the consumer guessing, as long as the 'out of box experience' is good.
~~~
If you're launching a space probe to Saturn, it's a good idea to 'know your (electronic) part' pretty thoroughly. Same goes for aircraft control systems and missile guidance systems. In all these situations mistakes aren't just a matter of warranty returns, and non-optimimum solutions have large follow-on effects. If your variances shorten 4 hours of battery life to 3.75 or the audio distortion is barely audible to the people that are going to listen to it, fast and cheap is better.



at 4/13/2009 3:42:23 PM, SiGeek said:
Oh Really... Time to market and "being first on the market" are two different things. You''re confusing the two. In your example, yes, the iPod is not the first player on the block, but it also certainly wasn''t perfect or complete when it was first releaed! And that''s what I''m talking about "time to market". The first iPod didn''t have video screens or huge capacities or other features. That''s why we''ve seen several generations of iPod later on. They''ve improved it in later rounds. I''m both an engineer and entrepreneur/small biz owner. You have no idea how important cash flow is, and positive income in a business. You say "Time to market is a marketing myth to push engineering to absurd overtime schedules" LOL... that is so farthest away from the truth. You know what, running a business is a race against insolvency. Start your own business with employees relying solely on you, so you can see the other point of view. Think of it as "GETS" Good Enough To Ship!



at 4/14/2009 7:20:26 AM, Oh Really? said:
SiGeek: 100% agreed. But not all products ship from startups. And true, even big companies can't move Christmas season any later etc;

but in my experience a very significant percentage of the "time to market" push is merely a way of overworking engineers. Look around any large company and you'll see engineers routinely working 1 extra day a week (48 hrs) and significantly more during those obligatory "crunch times" that only seem to apply to engineering.

It is easy to tell when "time to market" is real vs fake: when it is real, EVERYBODY'S paycheck is on the line and everyone is working overtime.



at 4/14/2009 8:30:54 PM, SiGeek said:
I''m with you. There will always be some companies that do take advantage of salaried engineers. That''s true. As for "crunch time" pressures, try working in a construction industry to know what insane real pressures are. Especially big construction projects where there are penalties for missed deadlines. Or work in design-build projects where your plans are just a step ahead of construction by a few days or hours! One time I had to fax some detail drawings direct to the job site because the cement truck is waiting, the crew is waiting, and if they don''t pour out that wet cement soon, it''s going to stay in that truck forever.



at 4/15/2009 3:37:47 PM, Meredith Poor said:
"As for "crunch time" pressures, try working in a construction industry to know what insane real pressures are." Particularly when a hurricane blew out the whole causeway.



at 4/16/2009 12:35:41 PM, Oh Really? said:
If I recall correctly construction workers are generally not exempt: ie any crunch time comes with considerable financial benefits in the form of overtime ...



at 5/1/2009 4:12:53 AM, Payday Loans said:
I found lots of interesting information on www.edn.com. The post was professionally written and I feel like the author has extensive knowledge in the subject. www.edn.com keep it that way.

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