Subscribe to EDN

Internal development

March 12, 2009

One potential change to the way chips are designed is for EDA to become internal to the semiconductor companies. In the early days of the industry it always was.

Until the early 1980s there wasn’t really any design automation. There were companies like Calma and Applicon that sold polygon level layout editors (hardware boxes in those days) and programs like Spice and Aspec that were used for circuit simulation (and usually run on mainframes). Also there were a couple of companies supplying DRC software, also typically run on mainframes.

In the early 1980s, companies started to develop true design automation internally. This was implemented largely by the first set of students who’d learned how to design chips in college as part of the Mead and Conway wave. Hewlett-Packard, Intel and Digital Equipment, for example, all had internal development groups. I know because I interviewed with them. Two startups from that period, VLSI Technology (where I ended up working when I first came to the US) and LSI Logic had ambitious programs because they had a business of building chips for other people. Until that point, all chips were conceived, designed and manufactured internally within semiconductor companies. VLSI and LSI created what we initially called USICs (user specific integrated circuits) but eventually became known, less accurately, as ASICs (application specific integrated circuits). It was the age of democratizing design. Any company building an electronic product (modems, Minitel, early personal computers, disc controllers and so on) could design their own chips. At this stage a large chip was a couple of thousand gates. The EDA tools to accomplish this were supplied by the semiconductor company and were internally developed.

First front-end design (schematic capture and gate-level simulation) moved out into a 3rd party industry (Daisy, Mentor, Valid) and then more of design with companies like ECAD, SDA, Tangent, Silicon Compilers, Silicon Design Labs and more moved out from the semiconductor companies into the EDA industry.

At first the quality of the tools was almost a joke. I remember someone from the early days of Tangent, I think it was, telling me about visiting AT&T. Their router did very badly set against to the internal AT&T router. But there was a stronger focus and a bigger investment behind theirs and it rapidly overtook the internal router. Since then almost all EDA investment moved into the 3rd party EDA industry. ASIC users, in particular, were very reluctant to use tools that tied them to a particular silicon manufacturer since they didn’t want to get locked-in for their next design. Since every semiconductor company wanted to get into ASIC (even Intel had an ASIC group) and the ASIC flow was pretty much standard (gate-level handoff and back-annotation) the market exploded.

ASIC, in the sense of designs done by non-semiconductor companies, has declined as levels of integration have gone up (what was 5 chips is now 1) and as most designs that are not power-sensitive have moved to FPGAs. So once again most designs are done inside semiconductor companies where being “locked-in” to in-house tools would not be an issue.

The EDA industry invests approximately 20% revenue in R&D. Maybe even 35% if past acquisitions were properly accounted for. So there is somewhere around a 3 to 5 times cost disadvantage. Also, it is generally accepted that producing a generalized supported software product is at least 3 times (and maybe much more) expensive than just developing a product for internal use. With approximately 3 serious competitors in each tool segment, the EDA industry needs to take about 30 times as much money from the semiconductor industry as it would cost a semiconductor company to develop a tool internally. That is 3 tools being developed, each at a cost 3 times the internal development, with selling price of 3 times the cost of development. This is significant since the number of large semiconductor companies purchasing tools is also declining as they consolidate and/or run into financial trouble. It is too early to call predict exactly how that will pan out.

There is today no market for specialized tools for microprocessor design. The tools are all internally developed. It is certainly arguable whether it would be possible to produce a general tool but the economics would not work in any case. There simply are too few microprocessor design groups to pay the tax of the EDA industry generality, overhead and profit.

There is no real market today for tools for FPGA design. The tools are all (OK, mostly) internally developed. But the economics wouldn’t work when there are only 2 or 3 FPGA vendors. It is more economic for each vendor to develop their own suite (not to mention that it better fits their business model).

One future scenario is that all semiconductor design becomes like microprocessor design and FPGA design. Too few customers to justify an external EDA industry, too specialized needs in each customer to make a general solution economic. Design moves back into the semiconductor companies. I don’t have much direct knowledge of this happening, but Gary Smith is always pointing out that it is an accelerating trend, and he sees much better data than I do.

One other issue is that for any design tool problem (such as synthesis or simulation) there is only a small number of experts in the world and, by and large, they are not in the CAD groups of semiconductor companies, they are in the EDA companies. I predicted earlier that the world is looking towards a day of 3 semiconductor clubs. In that environment it is much more like the FPGA world and so it is not far-fetched to imagine each club needing to develop their own tool suite. Or acquiring it. Now how many full-line EDA companies are there for the 3 clubs? Hmm.

Posted by Paul McLellan on March 12, 2009 | Comments (11)

March 31, 2009
In response to: Internal development
Jeremy Ralph commented:

New blog posting on opportunity cost in build vs. buy decisions. See RegisterBits.com


March 16, 2009
In response to: Internal development
BreadnButter commented:

Paul, You have developed an interesting and compelling financial argument for internal tools, but I it seems to be flawed in two ways. Commercial EDA tools don''t cost 3x to develop over internal tools, especially if you look at the startup development route. Based on my experience, a cluster of 5 talented engineers can develop and launch a new deep EDA product and get it to first revenue. An internally developed product requires a pod of 5 just for the database and another pod of 5 just for the UI. Big company overhead. Your model is based on scratch development of new tools, but most EDA tools from existing suppliers are either continuously updated or built based on technology/code from previous generations of capabilities. So again the cost is far less that scratch development for a semiconductor company. This cost equation seems to be reflected in recent trends where most semis, except for FPGA companies, continue to pull away from doing in-house tools.


March 13, 2009
In response to: Internal development
Hardtruth commented:

Accept your comments realTruth but you answer your own question and argue my point. EDA is a cottage industry. For almost forever it has been a market with a glass ceiling peak of $5b yet it supposedly underpins an industry in excess of $200B and now it is in decline. That does not square. There are many reasons for this but at the root (and my point) is that it is a short lived business proposition whose half life is short - it emerges, expands, peaks and then it decays. EDA will always be required, of course, but as a viable growth business breaking new frontiers yielding $$B...give me a break. Great for Azuro and Apache that they do a decent job but they are so niche and boutique it barely troubles the scorers in the grand scheme of things. You have taken a very passionate engineering centric view which is fair enough but the picture is much bigger than just the engineer through the looking glass view. Btw for what it's worth completely agree with you on DFM - emperor's new clothes.


March 13, 2009
In response to: Internal development
Jeremy Ralph commented:

One thing your cost analysis overlooks is opportunity cost. To be successful in today's marketplace requires intense focus on value-added and differentiating core competancies to get the best margins and ROI. Any time and money spent on tools/infrastructure is a distraction that dilutes a company's focus. If you need a word processor would you build your own? Some companies used to... It's amazing how many engineers choose to build vs. buy. It absolutely makes no sense. Many engineers need a course about how to incorporate sunk costs, opportunity costs, economies of scale and specialization into their decision making.


March 13, 2009
In response to: Internal development
realhard commented:

I have been hearing about EDA companies becoming internal groups in recent times. The trend has been otherwise. Intel seems to have cut a lot of in house development to use commercial tools. There are just too many EDA tools out there for a semi house to invest adequately and get top results for each of them. You can easily pick the best tool on the market. You have a larger base of trained designers to pick from and if a particular tool is lagging in development you can dump it and move to another after having a four way benchmark. The benefits of having an in house team is that you can tune the tool to your needs. The semi companies that are big enough to maintain big internal development teams already have the clout to get big EDA vendors to tune tools to their needs. The economics of in-house development does not look promising to me.


March 13, 2009
In response to: Internal development
SteveM commented:

I agree with realTruth, for if Southwest Airlines can make a success in the airline business someone should be able to fly high in EDA. If an EDA technology is critical to success of a major semiconductor foundry or design company then they will fund it internally, and if not they won't fund it. For the larger semi's these areas are termed 'core' and are part of the competency and differentiation from their immediate competitors. These guys face an economic cost and opportunity cost decision of make vs. buy. The latest CAD management are forced to be very pragmatic and objective given the cost pressures they are under. So any technology not funded is just not important enough. A good latest example is 32nm routing rules, and the foundries are getting great cooperation from the EDA firms. The real opportunity is in finding the technology they are lacking and making it really work. BTW: IBM folks are smart and good and I had some great collaboration with them and they have contributed a lot of technology to the market. EDA benefits from having IBM R&D in the mix.


March 13, 2009
In response to: Internal development
realTruth commented:

Hardtruth, How is EDA different from any other business? Why do we feel it will become mainstream and freely available? We're all in chip design. How is EDA any different. If I don't continue to innovate and find value added for my customers, I will become marginalized... my profits will drop, and I will lose my business to those who do innovate or cost less. Instead, I choose to innovate and stay one leg up on my competition. This allows me to charge a premium and kill my competition. The problem is most management wants to commoditize everything. They want to ship their engineering to the lowest cost design center (India, China, new grads, etc) They want to sign a FAM deal with a company who gives them the lowest cost. They want to buy their IP. They don't want to invest adequate R&D into new and risky ventures. Look at that... what they basically want to do is be an ASIC house. My previous company was this way... they bought chip design after chip design from other people, hoping to "synthesize it to our library, and make money". It was a failing business model because they were always behind the competition, and even when they had something that worked, they were a commodity. EDA is the same way. The business itself isn't the problem, its the companies who are in it. Many, quiet simply, don't know how to run a profitable company and don't have any vision technically. How long has DFM been the big buzzword in physical design? Its going on about 5 years now. Nobody cares about DFM. Yet these clowns try to push it down my throat, while I tell them "get your damned tool working, and running faster". They tell me I need RTL2GDS, but fail to show me any value... either I take a good synth tool and bolt it to a bad PNR tool, or I take a good PNR tool and bolt it to a bad synth tool. That is not value added. Why does a company like Azuro exist? It exists because other vendors CTS solution doesn't work. Why did Plato exist? Because the router in Cell3 sucked. Apache? Ya, they wrote an IR analysis tool which worked. Go look at the track of successful EDA startups, typically they aren't doing anything fancy, they are writing tools that work and keep up with the times.


March 12, 2009
In response to: Internal development
Hardtruth commented:

The business viability for EDA as a standalone industry is akin to the challenge facing those in the internet service provision world. It is a short life business proposition because at some point it will become mainstream and freely available to the masses. The previous poster (Mark G) is right about EDA consolidation but this is just phase 1 and Magma will likely disappear at this stage. Cadence will shrink to its strength market of AMS and then it will grow organically from there; Synopsys will peak then decline as digital design starts reduce further; Mentor will consolidate around backend verficiation, a static market. There will be some notable standalones in EDA whose fortunes will fluctuate with the economic cycles. The potential hot EDA areas will be denied to the commercial players because they will necessarily go internal: System level validation to solve the complexity issue; and silicon process yield/variability to solve the profitability issue.


March 12, 2009
In response to: Internal development
Mark Gogolewski commented:

Don't you think that EDA consolidation is more likely than a shift to internal development? If there were only one set of commercial tools, then by your math one would only need to sell it 10x. Of course if there was only really one market leader, then pricing pressure would shift dramatically. :) Then the other fun future thought is... should the foundries take a more direct role in enabling EDA tools? This little rumor pops its head up now and then...


March 12, 2009
In response to: Internal development
DumbIdea commented:

The only people who think that large CAD groups in companies is a good idea, is people in those groups... and people at IBM who love to tell us how great all the IBM tools are. But then, people at IBM are idiots, which is why they are at IBM. We moved away from large internal CAD groups for a reason... the problem with EDA companies right now is that they are often poorly run companies. Having them move into a company just means you have the same problem that we had before... poorly run groups that are owned by semi companies. Why don't we just call it like it is... there are EDA companies having trouble because they suck. They either have bad tools, bad management, a non profitable business model, or a mixture of those. There are many semi companies who are the same, and the answer isn't for equipment manufacturers to start doing their own ICs again... the answer is to let the weak die off and let the strong survive. Our system is working, people just think that when bad companies have problems it means the system isn't working.


March 12, 2009
In response to: Internal development
Daniel Payne commented:

Paul, Good historic perspective, however there is some EDA revenue from FPGA companies. In fact, most FPGA suppliers bundle lite versions of commercial EDA tools into their flows like: ModelSim, Synplicity, Aldec. www.marketingeda.com

POST A COMMENT
Display Name
captcha

Before submitting this form, please type the characters displayed above. Note the letters are case sensitive:

Advertisement
Advertisement
Advertisement
About EDN   |   Site Map   |   Contact Us   |   Subscription   |   RSS
© 2012 UBM Electronics. All rights reserved.
Use of this Web site is subject to its Terms of Use | Privacy Policy

Please visit these other UBM Canon sites

UBM Canon | Design News | Test & Measurement World | Packaging Digest | EDN | Qmed | Pharmalive | Appliance Magazine | Plastics Today | Powder Bulk Solids | Canon Trade Shows