2. Objectives
Obj ti
Introduction
Sampling of IP activities from 3 India based
companies
Identify challenges and potential Opportunities
in the IP space
p
Develop a vision for “Made In India IP”
Discussion,
Discussion Q&A on above topics
(Pl note your questions for the Q&A till all
p
presentations are over )
9/29/2010 | 2
3. Company Overview
Manufacturin Global provider of comprehensive, end-to-end
g– Insurance
Hi Tech
software & hardware services & solutions
Products
15+ years of international experience
Energy & Presence : NA, APAC, Europe, Middle East, Africa
Petrochemical
Company Strength: 11,000+; Revenue: US$ 432M
Industry Presence 25 Fortune-100 customers
Banking &
Financial
Services Amongst India’s Leading software companies
Wholly owned subsidiary of Larsen & Toubro Ltd.
Manufacturin
g– Product
Engineering 7 decade history in India as a premier engineering
Packaged Services
Goods
company
Revenues: US$ 9.8 Billion
Corporate Certifications
Top 100
innovative
service providers,
2009
- Global Services
9/29/2010 | 3
5. Need f Re-Useable
N d for R U bl IP
Increasing complexity of semiconductor device
and systems that utilize these devices
Reduced product d
R d d d t development cycle ti
l t l time
Need to differentiate own product by building
something unique and procure what is available
outside.
Need for compliance and interoperability and
the h ll
th challenges associated with it
i t d ith
Financial pressure to reduce/share R&D and
Increase profitability
9/29/2010 | 5
6. Indian Scenario
I di IP S i
Mostly dominated by large services companies and MNC
Captives
Big services companies have not developed much IP.
Under increasing margin pressure from increased costs,
reduced billing rates etc will they get in to more IP
business? Or happy with status quo?
Isolated pockets of IP design within services set up but
resources often traded for short term revenues
New generation of IP oriented companies are emerging.
Some of them you already met/know, some you will hear
today
Challenges: T h l
Ch ll Technology, S l bilit A
Scalability, Access t markets,
to k t
Funding
9/29/2010 | 6
7. My View
M Vi
The large pool of good talent that is being created in the last 5-10
years in Product Engineering area
Flexibility Service d Support- It goes along with our traditions &
Fl ibilit , S i and S t l ith t diti
culture
Today for the most part, as unfortunate as it is – “Made in India”
means “Lower Cost” in this context.
Not having local access t th IP d i i makers f most part, N t
N th i l l to the decision k for t t Not
having local Semi business like in Taiwan/China
Enough entrepreneurial seed pool & funding sources exist for the
creation of a substantial globally branded IP company to sit on the
table with ARM, Rambus Synopsys etc
ARM Rambus,
There is a need for right priced IP; An alternate source to established
players
Increasing need for Subsystem level (SW+HW) solutions
The
Th current system f most part creates good managers but strong
for d b
individual Technical Architects are a rarity
Our internal commitment to quality needs a serious re-definition
9/29/2010 | 7
9. Agenda
A d
Each of the Panelists make short presentation
p
about their company, IP products and
themselves
Company vision on IP investment and
development
Personal experiences on the types of
opportunities and challenges they see in this
space
After all the presentations are done, Audience
and moderator ask general topical questions to
the panelists
9/29/2010 | 9
11. Providing Analog - with Certainty
Leaders: First to prove on silicon, multiple 40nm AMS IP outside
USB/connectivity space
IP Portfolio: 200+ cores covering ADCs, DACs, Power-Management,
Audio, Video, Wireless, Clocking and MIPI
Technology: leadership addressing nanometer nodes, 17-patents filed
Customers: worldwide leaders in key growth markets, such as
communications, consumer electronics, IDMs, Foundries, OEM/ODM,
ASIC and Fabless companies
Red-Herring top Top-5 in Customer ISA Start-up to Top 100 small
100 ASIA award Responsiveness Watch Award 2010 business of India
2007 Award 2008
www.cosmiccircuits.com Version: 1.0
12. Analog IP Cores
Sub Audio & Data
Interfaces Power Converters Clocking Auxiliary
systems Voice
DC-DC High speed
Pipeline POR
MIPI inductive Audio A/D & multiplying
Comm. AFE ADCs
D/A PLLs
D-PHY
DC-DC
Band-gap
capacitive
Low jitter
SAR ADCs
PLLs
MIPI Class-D and Temp
Video AFE Linear LDO
M-PHY AB amps. sensors
Sigma-Delta
DLLs
ADCs
LP Charge
Digital filters
Pumps
Touch 1.0GHz Current-
Dig. Mic. Silicon
screen LVDS TX steering Serial
PMUs oscillators
DACs Interfaces
www.cosmiccircuits.com Version: 1.0 3
14. Silicon Validation – more than $1M invested
Thermo-stream
Fully equipped lab with Cosmic owned
for Temperature
instrumentation
characterization
Proven Silicon-
validation platforms –
AFE (up), High-speed
ADCs, Power-
management (right)
One of several test-bench PC based Graphical UI for
setups controlling DUT and
instruments Certainty in Time-To-Market with
proven silicon-validation platforms
www.cosmiccircuits.com Version: 1.0 5
15. Why Cosmic?
Solid Expertise: Technology & Experience
Proven expertise in Analog Circuits, Systems and IP integration
Superior cores and IP sub-systems – world-class technology
Novel architectures, engineered robust for high-volume use
Committed to Analog IP
Nanometer cores for all leading foundries/IDM/node - product
continuity
A growing 125+ team-size, committed to Analog
Always keeping pace with new standards, platforms and cores
And differentiated cores in every technology family
Strong silicon-proven nanometer IP portfolio
Leverage proven base for high confidence and short TTM
Analog solutions under one-stop shop
Completely Customer Centric
Support in “customer team extension mode”
Support for customization to application - a must for analog
Business models from standalone IP to complete sub-systems
www.cosmiccircuits.com Version: 1.0 6
17. SoftJin Business Areas
Services Products
FPGA based System
Design Services
Allied Design
Services to existing
S i t i ti Design d
D i and
EDA customers Verification IPs
EDA
EDA Services Components EDA Products
2
18. Focus on FPGAs and Programmable Platforms
EDA Components Design IP Blocks and Macros
Design Flow
RTL Rule Checkers Need to Optimize IP for
HDL Resource Planners Programmable Fabric
(Verilog/VHDL)
Programmable
RTL ……..
……… ……..
………
……..
………
Input HDL Checking and
p g Synthesis Engine
Resource Planning
Placement and
Timing Driven Packing Engine
g g
Synthesis ith
S nthesis with
Placement and Packing Use of hard macro like DSP
slices, Multi-port BRAM,
Router and Static SERDES I/O, DDR Controller
Routing with Static Timing Analysis Architecture specific PLL, clock
Timing Analysis Engine
E i manager configuration
Tool flow specific annotation in
RTL code
Graphical Viewer
Bit Stream Generation Synthesis, P&R parameters
Bit-Stream Generation tuning according to the target
Tool application and device
3
19. Targeted Domains
Video / Audio
PAL / NTSC / SECAM Encoder
HD Encoder
DVI / HDMI Transmitter Interfaces
Motion Adaptive De-interlacer USB Host / Peripheral Interface
Upscaler Text/Graphics LCD Controller
I2S, S/PDIF RS232, RS485
I2C, SPI
Image Processing/Analysis
JPEG Encoder
JPEG Decoder
Edge/Corner Detection
Dilation/Erosion Filters
Feature Enhancements
Error Correction /Encryption
LDPC Encoder/Decoder
BCH Encoder/Decoder
AES, MD5, SHA2
Storage
NAND Flash Controller
SD Card Controller PSK Modulation/ De-Modulation
EEPROM Controller FFT
SRAM Controller DCT
Standards based Soft IP in RTL and Netlist form 4
Customization of IP for a particular hardware architecture
20. Video IP Sub-system: Universal TV
Encoder
CVBS / S‐Video /
NTSC/ PAL Component
BT601 / BT656
BT601 / BT656 Encoder
480i / 576i
BT656 SD Display Unit
Rx
Motion
DDR
Adaptive YPbPr
Mem HD
De‐interlacer
Encoder 480p / 576p
720p / 1080i / 1080p
SD-to-HD
SRAM UpScaler HDMI
Tx RGB
SD –
SD – HD Converter 480p / 576p
HD Display Unit 720p / 1080i / 1080p
BT 709 / 1120
BT 709 / 1120
Display Unit
5
22. End Application: Video Wall Player
Set of displays arranged to present a single
large image or smaller multiple images from
an incoming analog or digital signal
7
23. End Application –
Large Capacity Storage System
g y g y
SDHC Controller IP - Standard SD cards and High Capacity (SDHC) SD cards
FPGA based system with 96 SDHC
cards
Total SD card capacity 768 GBytes
1 Base board – 4 Daughter boards.
Each daughter board has 1 FPGA
g
and 24 SDHC cards
Base-board FPGA transfer data
between PC and daughter cards
Daughter-card FPGA writes / reads
data on 24 SD cards
Simultaneous read/write of SDs
by instantiating multiple SDHC
controllers on single FPGA
Application :
Data Storage where large volume data is to be
acquired and used asynchronously
IC Mask Inspection
High Resolution Video Storage
8
Data mining
24. Contact Us
India Headquarters US Branch
SoftJin Technologies Pvt. Ltd. SoftJin Technologies Pvt. Ltd.
#102, Mobius Tower, 2900 Gordon Ave,
SJR I-Park, EPIP, Whitefield, Suite 100-11
Bangalore 560066, India Santa Clara, CA 95051
Phone: +91-80-41779999
+91 80 41779999 Phone: (408) 773 1714
773-1714
Fax: +91-80-41157070 Fax: (408) 773-1745
Email : sales@softjin.com Email : sales_us@softjin.com
http://www.softjin.com 9
25. India- An Emerging IP Powerhouse?
- Ittiam’s Perspective
Dr. Sriram Sethuraman
IP/SoC D&R Conference, Panel Discussion, Sep. 30, 2010
1
26. Ittiam Overview
A VC-funded Product company from India
Core Business: Licensing of Intellectual Property in the
Multimedia and Communications areas
Vision to be leaders in this space
10th year of operation with self-sustaining revenues
27 issued patents; 30+ pending patents
Talent base of ~200
200+ licensee base, world-wide
OEMS, ODMs, and Semiconductor/Chip-design companies
Most-Preferred DSP IP and hardware IP supplier for 4-years in
a row in Forward Concepts’ survey
2
27. What is IP?
A solution involving one or more elements that are
unique and differentiate the solution from other
solutions available
i.e. Innovation is at the core of an IP solution
Includes patented claims
Includes know-how or trade secrets
Can be algorithmic IP, implementation-specific IP, system
architectural IP, etc.
3
28. Ittiam Multimedia IP Focus
Application Specific
Systems
System Components
Video Platform Optimization Head-end Equipment
Conferencing
Video
ARM Imaging
Config
Core
DSP Mobile
Core IP
Hardware
Custom
Algorithms for Quality
Mux
Encode/Decode/Transcode
Sy Complexity FPGA
Pre/Post Proc & Effects Latency
Medical
ASSP Analytics Err Res.
Recorder
RTL Portable Media
Audio Speech
Density Gate count
Footprint Memory
Power Clock In-x Entertainment
Surveillance
A/V Sync
4
29. Ittiam Communications IP Focus
Standards-centric Fixed-Function Communications IP
802.11 a/b/g/n
Fully qualified PHY and MAC solutions
» Customer chip shipments with the IP in end-products
9+ years of domain expertise built in areas such as
» Algorithmic IP
» Protocols
» RTL design
» Hardware-software co-design for MAC layer throughput and adaptation
» Interoperability
Verification on FPGA reference designs
Some ports on programmable solutions
One of very few independent IP suppliers in this area
Customizations around base IP
5
30. Opportunities
Technologies have become more complex
Budget constraints, time-to-market, and specialized , feature-
complete, fully validated, high quality component needs of
ODMs/OEMs prohibit complete in-house development
Standards promote adoption rate
“Develop once, license many times” has the inherent cost
advantage and scalability of revenues (without the need to scaling
the size of the company)
IP licensing is gaining more acceptance in the Far-East as well
Exploding end-equipment demand has triggered a high-level of
OEM/ODM activity
India-specific factors
Talent base
Exposure in MNCs
6
31. Challenges
Longer RoI cycle
“Winner takes all” approach in the market may make the
risks higher
Market factors change too fast
Shorter product life cycles with longer product
development life cycles
Need to have full control outweighs the in-house
development costs
Customer to customer needs diverge resulting in lower
re-use factors (i.e customization effort exceeds IP
development effort)
7
32. More Challenges
Clean(-room) IP may not have a significant value
difference in the market
Squeeze on the pricing may force one to climb the value
chain (thereby, losing the neutrality of an IP supplier)
Open source/core initiatives may lower the entry barrier
Lack of local ODM/OEM base that can provide steering
inputs
Lack of Government will in creating a local ecosystem
(unlike EC/China)
Cost advantage can be blunted when bigger players
enter the space and subsidize the offerings
8
