Gda Panel

INDIA – AN EMERGING IP POWER HOUSE??HOUSE??

A Panel DiscussionModerator: Ravi Thummarukudyy

9/29/2010 | 1Confidential | Copyright © Larsen & Toubro Infotech Ltd.

September 2010

Obj tiObjectives

IntroductionIntroductionSampling of IP activities from 3 India based companiescompaniesIdentify challenges and potential Opportunities in the IP spacepDevelop a vision for “Made In India IP”Discussion Q&A on above topicsDiscussion, Q&A on above topics

(Pl note your questions for the Q&A till all presentations are over )

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p )

Company OverviewCompany OverviewManufacturin

g –

Hi Tech Insurance

Global provider of comprehensive, end-to-end

software & hardware services & solutionsProducts

Energy & Petrochemical

15+ years of international experience

Presence : NA, APAC, Europe, Middle East, Africa

Company Strength: 11,000+; Revenue: US$ 432M

Manufacturin

Banking & Financial Services Amongst India’s Leading software companies

25 Fortune-100 customers

Wholly owned subsidiary of Larsen & Toubro Ltd.

Industry Presence

Manufacturing –

Packaged Goods

Product Engineering

Services

7 decade history in India as a premier engineering company

Revenues: US$ 9.8 Billion

Corporate Certifications

Top 100 innovative service providers,

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2009- Global Services

Product Engineering ServicesProduct Engineering Services

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N d f R U bl IPNeed for Re-Useable IP

Increasing complexity of semiconductor device and systems that utilize these devicesR d d d t d l t l tiReduced product development cycle timeNeed to differentiate own product by building something unique and procure what is availablesomething unique and procure what is available outside.Need for compliance and interoperability and th h ll i t d ith itthe challenges associated with itFinancial pressure to reduce/share R&D and Increase profitability

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Increase profitability

I di IP S iIndian IP ScenarioMostly dominated by large services companies and MNC CaptivesCaptivesBig services companies have not developed much IP. Under increasing margin pressure from increased costs, reduced billing rates etc will they get in to more IPreduced 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 revenuesNew generation of IP oriented companies are emerging. Some of them you already met/know, some you will hear todayCh ll T h l S l bilit A t k tChallenges: Technology, Scalability, Access to markets, Funding

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M ViMy ViewThe large pool of good talent that is being created in the last 5-10 years in Product Engineering areaFl ibilit S i d S t It l ith t diti &Flexibility , Service and Support- It goes along with our traditions & cultureToday for the most part, as unfortunate as it is – “Made in India” means “Lower Cost” in this context.N t h i l l t th IP d i i k f t t N tNot having local access to the IP decision makers for most part, Not having local Semi business like in Taiwan/ChinaEnough 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 etctable with ARM, Rambus, Synopsys etcThere is a need for right priced IP; An alternate source to established playersIncreasing need for Subsystem level (SW+HW) solutionsTh f d bThe current system for most part creates good managers but strong individual Technical Architects are a rarityOur internal commitment to quality needs a serious re-definition

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Introduction of the PanelistsIntroduction of the Panelists

• Sundarajan Krishnan, Cosmic Circuits

• Kamal Aggarwal , Softjin

• Dr. Sriram, Sethuraman, Ittium

9/29/2010 | 8Confidential | Copyright © Larsen & Toubro Infotech Ltd. 8

A dAgenda

Each of the Panelists make short presentation pabout their company, IP products and themselvesCompany vision on IP investment andCompany vision on IP investment and developmentPersonal experiences on the types of opportunities and challenges they see in thisopportunities and challenges they see in this spaceAfter all the presentations are done, Audience and moderator ask general topical questions toand moderator ask general topical questions to the panelists

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Version: 1.0www.cosmiccircuits.com © Cosmic Circuits Pvt. Ltd. 2007. Cosmic Circuits Confidential 1

Analog Analog Analog with with with CertaintyCertaintyCertainty

Version: 1.0www.cosmiccircuits.com

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 100 ASIA award 2007

Top-5 in Customer Responsiveness Award 2008

ISA Start-up to Watch Award 2010

Top 100 small business of India

Version: 1.0www.cosmiccircuits.com

Sub systems

Sub systems

Comm. AFE

Video AFE

Touch screen

InterfacesInterfaces

MIPI

D-PHY

MIPI

M-PHY

1.0GHz LVDS TX

PowerPower

DC-DC inductive

DC-DC capacitive

Linear LDO

LP Charge Pumps

PMUs

Audio & Voice

Audio & Voice

Audio A/D & D/A

Class-D and AB amps.

Dig. Mic.

Data Converters

Data Converters

Pipeline ADCs

SAR ADCs

Sigma-Delta ADCs

Current-steering

DACs

ClockingClocking

High speed multiplying

PLLs

Low jitter PLLs

DLLs

Silicon oscillators

AuxiliaryAuxiliary

POR

Band-gap

Temp sensors

Digital filters

Serial Interfaces

Analog IP Cores

3

Version: 1.0www.cosmiccircuits.com 4

Clients- A Partial List


Silicon Validation – more than $1M invested

Certainty in Time-To-Market with proven silicon-validation platforms

Fully equipped lab with Cosmic owned

instrumentation

Thermo-stream for Temperature characterization

PC based Graphical UI for

controlling DUT and instruments

Proven Silicon-validation platforms –AFE (up), High-speed ADCs, Power-management (right)

One of several test-bench setups


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

IP SOC Days Panel PresentationPanel Presentation

Sept 30 2010

1

p

SoftJin Business Areas

ProductsServices

FPGA based System Design Services

Allied Design S i t i ti D i dServices to existing

EDA customersDesign and

Verification IPs

EDA ServicesEDA

Components EDA Products

2

Focus on FPGAs and Programmable Platforms

HDL RTL Rule CheckersResource Planners

EDA Components Design IP Blocks and MacrosDesign Flow

Need to Optimize IP for Programmable Fabric(Verilog/VHDL)

Input HDL Checking and Programmable Synthesis Engine

RTL ……..……… ……..

………

……..………

Programmable Fabric

p gResource Planning

Timing Driven S nthesis ith

Synthesis Engine

Placement and Packing Engine

Synthesis with Placement and Packing

Routing with Static Timing Analysis

Router and Static Timing Analysis E i

g g

Use of hard macro like DSP slices, Multi-port BRAM, SERDES I/O, DDR ControllerArchitecture specific PLL, clock

Timing Analysis

Bit Stream Generation

Engine

Graphical Viewer

manager configurationTool flow specific annotation inRTL code

Synthesis, P&R parameters Bit-Stream Generation Tool

tuning according to the target application and device

3

Targeted DomainsVideo / Audio

PAL / NTSC / SECAM EncoderHD EncoderDVI / HDMI TransmitterMotion Adaptive De-interlacerUpscaler

InterfacesUSB Host / Peripheral Interface Text/Graphics LCD ControllerUpscaler

I2S, S/PDIF

Image Processing/Analysis

Text/Graphics LCD ControllerRS232, RS485I2C, SPI

JPEG Encoder JPEG DecoderEdge/Corner Detection Dilation/Erosion FiltersFeature Enhancements

Error Correction /Encryption

Storage

Error Correction /EncryptionLDPC Encoder/DecoderBCH Encoder/DecoderAES, MD5, SHA2

NAND Flash ControllerSD Card ControllerEEPROM ControllerSRAM Controller

PSK Modulation/ De-Modulation FFTDCT

4Standards based Soft IP in RTL and Netlist formCustomization of IP for a particular hardware architecture

Video IP Sub-system: Universal TV Encoder

NTSC/ PALEncoderBT601 / BT656

CVBS / S‐Video / Component

Encoder

EncoderBT601 / BT656480i / 576i

BT656Rx

SD Display UnitSD Display Unit

HD Encoder

Motion Adaptive

De‐interlacerYPbPr

DDR Mem

Encoder

HDMISD-to-HD UpScaler

480p / 576p 720p / 1080i / 1080p

SRAMHDMI

TxUpScaler

RGB480p / 576p 720p / 1080i / 1080p

BT 709 / 1120HD Display UnitHD Display Unit

SD SD –– HD ConverterHD Converter

BT 709 / 1120Display UnitDisplay Unit

5

End Application: Set Top Box

6

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

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End Application –Large Capacity Storage Systemg y g y

SDHC Controller IP - Standard SD cards and High Capacity (SDHC) SD cards

FPGA based system with 96 SDHCFPGA based system with 96 SDHC cardsTotal SD card capacity 768 GBytes1 Base board – 4 Daughter boards.Each daughter board has 1 FPGA gand 24 SDHC cardsBase-board FPGA transfer data between PC and daughter cardsDaughter-card FPGA writes / reads data on 24 SD cardsdata 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 asynchronouslyacquired and used asynchronously

IC Mask InspectionHigh Resolution Video StorageData mining 8

Contact Us

India Headquarters US Branch

SoftJin Technologies Pvt. Ltd.#102, Mobius Tower, SJR I-Park, EPIP, Whitefield, Bangalore 560066, India Phone: +91-80-41779999

SoftJin Technologies Pvt. Ltd.2900 Gordon Ave, Suite 100-11Santa Clara, CA 95051 Phone: (408) 773-1714Phone: +91 80 41779999

Fax: +91-80-41157070 Email : [email protected]

Phone: (408) 773 1714 Fax: (408) 773-1745 Email : [email protected]

9http://www.softjin.com

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India- An Emerging IP Powerhouse?- Ittiam’s Perspective

Dr. Sriram Sethuraman

IP/SoC D&R Conference, Panel Discussion, Sep. 30, 2010

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-wideOEMS, ODMs, and Semiconductor/Chip-design companies

Most-Preferred DSP IP and hardware IP supplier for 4-years in a row in Forward Concepts’ survey

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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

Ittiam Multimedia IP Focus

4

Sy

VideoImaging

Audio Speech

Algorithms for

Encode/Decode/Transcode

Pre/Post Proc & Effects

Analytics

Platform Optimization

Core IP

ARM

DSP

ASSP

FPGA

Config

Core

RTL

Density

Footprint

Power

Gate count

Memory

Clock

Quality

Complexity

Latency

Err Res.

System Components

Mu

x

Application Specific

Systems

Video

Conferencing

Surveillance

Head-end Equipment

Mobile

In-x Entertainment

Portable Media

Medical

Recorder

A/V Sync

Cu

sto

m

Hard

ware

Ittiam Communications IP Focus

Standards-centric Fixed-Function Communications IP802.11 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

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

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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

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

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Gda Panel

Technology

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