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
Sep 25, 2020
[From the last episode: We looked at different ways of accessing a single bit in a memory, including the use of multiplexors.] Today we'€™re going to look more specifically at memory cells '€“ these things we'€™ve been calling bit cells. We mentioned that there are many...
Sep 25, 2020
Normally, in May, I'd have been off to Unterschleißheim, a suburb of Munich where historically we've held what used to be called CDNLive EMEA. We renamed this CadenceLIVE Europe and... [[ Click on the title to access the full blog on the Cadence Community site...
Sep 24, 2020
I just saw a video from 2012 in which Jeri Ellsworth is strolling around a Makerfaire flaunting her Commodore 64-based bass guitar....
Sep 24, 2020
Samtec works with system architects in the early stages of their design to create solutions for cable management which provide even distribution of thermal load. Using ultra-low skew twinax cable to route signals over the board is a key performance enabler as signal integrity...

Featured Video

AI SoC Chats: Host Processor Interconnect IP for AI Accelerators

Sponsored by Synopsys

To support host-to-AI accelerator connectivity, AI chipsets can use PCI Express, CCIX, and/or CXL, and each have their benefits. Learn how to find the right interconnect for your AI SoC design.

Click here for more information about DesignWare IP for Amazing AI

Featured Paper

The Cryptography Handbook

Sponsored by Maxim Integrated

The Cryptography Handbook is designed to be a quick study guide for a product development engineer, taking an engineering rather than theoretical approach. In this series, we start with a general overview and then define the characteristics of a secure cryptographic system. We then describe various cryptographic concepts and provide an implementation-centric explanation of physically unclonable function (PUF) technology. We hope that this approach will give the busy engineer a quick understanding of the basic concepts of cryptography and provide a relatively fast way to integrate security in his/her design.

Click here to download the whitepaper

Featured Chalk Talk

Thermal Management Solutions

Sponsored by Mouser Electronics and Panasonic

With shrinking form factors, tighter power budgets, and higher performance, thermal management can be a challenge in today’s designs. It might be time to bust out the thermal grease to help conduct away some of that excess heat. But, before you grab that tube, check out this episode of Chalk Talk where Amelia Dalton chats with Len Metzger of Panasonic about the details, drawbacks, and design considerations when using thermal grease - and its alternatives.

Click here for more information about Panasonic Thermal Management Solutions