international r&d in eda –perennial search for talent &...
TRANSCRIPT
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
www.mentor.com
INTRODUCTION TO MENTOR
Int'l R&D in EDA: Perennial Search for Talent & Ideas
© 2010 Mentor Graphics Corp. Company Confidential
www.mentor.com
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
© 2010 Mentor Graphics Corp. Company Confidential
www.mentor.com
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
Int'l R&D in EDA: Perennial Search for Talent & Ideas4
© 2010 Mentor Graphics Corp. Company Confidential
www.mentor.com
$0
$100
$200
$300
$400
$500
$600
$700
$800
$900
$1,000
1981 1982 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 FY08 FY09 FY10
Source: Annual Reports & Company Reports
($ M
illio
ns)
Mentor’s Sustained Long-Term Growth Ensures Stability
Mentor Graphics Reported Revenue
Int'l R&D in EDA: Perennial Search for Talent & Ideas5
© 2010 Mentor Graphics Corp. Company Confidential
www.mentor.com
Strategy Based upon Being #1
Expand Existing #1 Positions
Concentrate acquisitions in #1 areas
Expand from point tools to platforms
Pursue adjacencies capitalizing technology
Int'l R&D in EDA: Perennial Search for Talent & Ideas6
© 2010 Mentor Graphics Corp. Company Confidential
www.mentor.comInt'l R&D in EDA: Perennial Search for Talent & Ideas
INTERNATIONAL R&D
Mentor Graphics: an International Company
© 2010 Mentor Graphics Corp. Company Confidential
www.mentor.com
Mentor Graphics Around the World
Int'l R&D in EDA: Perennial Search for Talent & Ideas8
© 2010 Mentor Graphics Corp. Company Confidential
www.mentor.com
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
Int'l R&D in EDA: Perennial Search for Talent & Ideas9
© 2010 Mentor Graphics Corp. Company Confidential
www.mentor.com
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
© 2010 Mentor Graphics Corp. Company Confidential
www.mentor.com
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)
Int'l R&D in EDA: Perennial Search for Talent & Ideas11
© 2010 Mentor Graphics Corp. Company Confidential
www.mentor.com
SYSTEMS ELECTRONIC DESIGN AUTOMATION
New area attracting interest from automation community
Int'l R&D in EDA: Perennial Search for Talent & Ideas
© 2010 Mentor Graphics Corp. Company Confidential
www.mentor.com
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
Int'l R&D in EDA: Perennial Search for Talent & Ideas13
© 2010 Mentor Graphics Corp. Company Confidential
www.mentor.com
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
Int'l R&D in EDA: Perennial Search for Talent & Ideas
DataTrafficData
TrafficProtocolsProtocols
NetworkNetwork
14
© 2010 Mentor Graphics Corp. Company Confidential
www.mentor.com
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)
Int'l R&D in EDA: Perennial Search for Talent & Ideas
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
15
© 2010 Mentor Graphics Corp. Company Confidential
www.mentor.com
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
Int'l R&D in EDA: Perennial Search for Talent & Ideas16
© 2010 Mentor Graphics Corp. Company Confidential
www.mentor.com
System Perspective on Performance & Power
17Int'l R&D in EDA: Perennial Search for Talent & Ideas17
© 2010 Mentor Graphics Corp. Company Confidential
www.mentor.com
System Perspective on Mechatronics and Software
18Int'l R&D in EDA: Perennial Search for Talent & Ideas18
© 2010 Mentor Graphics Corp. Company Confidential
www.mentor.com
CUSTOMER EXAMPLES
Applying System Virtual Prototyping
Int'l R&D in EDA: Perennial Search for Talent & Ideas
© 2010 Mentor Graphics Corp. Company Confidential
www.mentor.com
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
Int'l R&D in EDA: Perennial Search for Talent & Ideas20
© 2010 Mentor Graphics Corp. Company Confidential
www.mentor.com
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
Int'l R&D in EDA: Perennial Search for Talent & Ideas21
© 2010 Mentor Graphics Corp. Company Confidential
www.mentor.com
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
© 2010 Mentor Graphics Corp. Company Confidential
www.mentor.com
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
Int'l R&D in EDA: Perennial Search for Talent & Ideas23
© 2010 Mentor Graphics Corp. Company Confidential
www.mentor.com
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
© 2010 Mentor Graphics Corp. Company Confidential
www.mentor.com
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
Int'l R&D in EDA: Perennial Search for Talent & Ideas25
© 2010 Mentor Graphics Corp. Company Confidential
www.mentor.com
NEW VENTURES
Expanding beyond traditional EDA
Int'l R&D in EDA: Perennial Search for Talent & Ideas
© 2010 Mentor Graphics Corp. Company Confidential
www.mentor.com
“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
27Int'l R&D in EDA: Perennial Search for Talent & Ideas27
© 2010 Mentor Graphics Corp. Company Confidential
www.mentor.com
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
Int'l R&D in EDA: Perennial Search for Talent & Ideas28
© 2010 Mentor Graphics Corp. Company Confidential
www.mentor.com
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
Int'l R&D in EDA: Perennial Search for Talent & Ideas
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
29
© 2010 Mentor Graphics Corp. Company Confidential
www.mentor.com
Explosion of Electronic Content in Automobiles
Int'l R&D in EDA: Perennial Search for Talent & Ideas
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
30
© 2010 Mentor Graphics Corp. Company Confidential
www.mentor.com
Growing Complexity of Software Architectures
67 Functions/SWCs, 1400 Tasks, 1300 Signals, 3 ECUs
Int'l R&D in EDA: Perennial Search for Talent & Ideas31
© 2010 Mentor Graphics Corp. Company Confidential
www.mentor.com
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
Int'l R&D in EDA: Perennial Search for Talent & Ideas32
© 2010 Mentor Graphics Corp. Company Confidential
www.mentor.com
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
Int'l R&D in EDA: Perennial Search for Talent & Ideas33
© 2010 Mentor Graphics Corp. Company Confidential
www.mentor.com
INNOVATION SUCCESS FACTORS
Int'l R&D in EDA: Perennial Search for Talent & Ideas
© 2010 Mentor Graphics Corp. Company Confidential
www.mentor.com
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
Int'l R&D in EDA: Perennial Search for Talent & Ideas35
© 2010 Mentor Graphics Corp. Company Confidential
www.mentor.com
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
Int'l R&D in EDA: Perennial Search for Talent & Ideas36
© 2010 Mentor Graphics Corp. Company Confidential
www.mentor.com
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”
Int'l R&D in EDA: Perennial Search for Talent & Ideas37
© 2010 Mentor Graphics Corp. Company Confidential
www.mentor.com
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 ?
Int'l R&D in EDA: Perennial Search for Talent & Ideas
• Educated work force alone is not sufficient for suc cess
• Where does Russia stand?
38
© 2010 Mentor Graphics Corp. Company Confidential
www.mentor.com
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
Int'l R&D in EDA: Perennial Search for Talent & Ideas39
© 2010 Mentor Graphics Corp. Company Confidential
www.mentor.comInt'l R&D in EDA: Perennial Search for Talent & Ideas