rosetta ip commercialization panel

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