editor's blog
Subscribe Now

Main Event or Non-Event?

I had a nice talk with one of my favorite chip companies the other day. Two chip companies, in fact. Seems they’d developed some sort of new product and wanted to tell me about it. Okay. Sounds fun. Sign me up.

Except that the chip they described was already four years old.

Confused, I asked, “Uh, so what’s the news here? What are we announcing?”

“It’s our differentiating joint collaboration” was the answer. That set off all kinds of mental alarms. Warning: buzzword alert! Marketing hype incoming!

It seems that what the two companies had actually done was make Company A’s chip work better with Company B’s chip. Neither chip was new, and admittedly many engineers had used them together already. Nevertheless, both companies felt there was room for improvement.

On one hand, I felt like this was a non-event. Neither company had produced a new chip, or even much new software, so there was no “product” in the usual sense.

On the other hand, both sides had expended some real ergs in making the integration of the two chips go more smoothly, and that ought to be worth something. Even if we don’t know what problem(s) they were solving, they seem confident they’ve smoothed the path for us, and that deserves some credit.

What’s your view? Is this just marketing hand-waving or have these guys provided a real service?

Leave a Reply

featured blogs
Jul 12, 2024
I'm having olfactory flashbacks to the strangely satisfying scents found in machine shops. I love the smell of hot oil in the morning....

featured video

Larsen & Toubro Builds Data Centers with Effective Cooling Using Cadence Reality DC Design

Sponsored by Cadence Design Systems

Larsen & Toubro built the world’s largest FIFA stadium in Qatar, the world’s tallest statue, and one of the world’s most sophisticated cricket stadiums. Their latest business venture? Designing data centers. Since IT equipment in data centers generates a lot of heat, it’s important to have an efficient and effective cooling system. Learn why, Larsen & Toubro use Cadence Reality DC Design Software for simulation and analysis of the cooling system.

Click here for more information about Cadence Multiphysics System Analysis

featured paper

DNA of a Modern Mid-Range FPGA

Sponsored by Intel

While it is tempting to classify FPGAs simply based on logic capacity, modern FPGAs are alterable systems on chips with a wide variety of features and resources. In this blog we look closer at requirements of the mid-range segment of the FPGA industry.

Click here to read DNA of a Modern Mid-Range FPGA - Intel Community

featured chalk talk

Introduction to the i.MX 93 Applications Processor Family
Robust security, insured product longevity, and low power consumption are critical design considerations of edge computing applications. In this episode of Chalk Talk, Amelia Dalton chats with Srikanth Jagannathan from NXP about the benefits of the i.MX 93 application processor family from NXP can bring to your next edge computing application. They investigate the details of the edgelock secure enclave, the energy flex architecture and arm Cortex-A55 core of this solution, and how they can help you launch your next edge computing design.
Oct 23, 2023
32,052 views