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
Feb 17, 2019
https://youtu.be/ZuoAfBXsbGw Made in front of the green screen (camera Sean) Monday: SPIE 2019: Light Entertainment Tuesday: DVCon Preview: The Year of PSS Wednesday: MWC Barcelona: 5G in Catalonia... [[ Click on the title to access the full blog on the Cadence Community sit...
Feb 15, 2019
This year at DVCon US, Mentor is going to add some sizzle to our booth (#1005) during the exhibit hours. In addition to our stellar demo staff who are always available to answer questions and show you the latest capabilities of our tools, we’re also going to be hosting ...
Feb 14, 2019
Samtec'€™s complete line of discrete wire connectors and cable assemblies are used in a variety of applications, including industrial automation, industrial equipment, security, telecom, automation, controls, military and defense, and transportation, to name a few. Samtec d...
Jan 25, 2019
Let'€™s face it: We'€™re addicted to SRAM. It'€™s big, it'€™s power-hungry, but it'€™s fast. And no matter how much we complain about it, we still use it. Because we don'€™t have anything better in the mainstream yet. We'€™ve looked at attempts to improve conven...