Blueprint for Transformation: How EDA is Changing to Support the New Development Paradigm

Frank Schirrmeister, Group Director, Product Marketing System Development System and Software Realization Group, Cadence

Kurzfassung

Global trends in business, technology, and society are causing changes in the market opportunities and requirements for electronic products. For example, concern about carbon emissions has raised interest in “green” technologies, yet consumers continue to demand mobility, continuous communication, and a network of everything. At the same time, business challenges like declining budgets and shrinking time-to-market are forcing electronic companies to change the way they approach design.

With over 60 percent of IP and SoC project costs driven by design and verification steps, plus software integration costs that are outpacing traditional hardware development expenditures, we can no longer afford to follow the same development processes as in the past. Companies must adopt fresh approaches to applications-driven design and IP integration in order to survive the transformation and profit from the market shifts.

In this talk, Cadence Vice President of R&D Nimish Modi will discuss the impact of these trends and show how Cadence provides key capabilities for System Realization, SoC Realization, and Silicon Realization to meet the new requirements for design described in the EDA360 vision.

Curriculum Vitae

Frank Schirrmeister is Senior Director at Cadence Design Systems in San Jose, responsible for product management of the Cadence System Development Suite, accelerating system integration, validation, and bring-up with a set of four connected platforms for concurrent HW/SW design and verification. Prior to Cadence, Frank led the product marketing for systems product portfolio at Synopsys, where he built the strategic plan to expand the firm's product portfolio beyond hardware into embedded software markets, executed and integrated key acquisitions. Other senior roles of Frank’s career include VP marketing positions at AXYS Design Automation for processor design and virtual prototyping, Chip Vision Design Automation for low-power system-level design and Imperas for multicore embedded software design.

Frank had originally joined Cadence in 1997 after holding various positions in the area of real time embedded software development, and hardware development of ASICs and IP. At that time he was responsible for the product management of the Felix Initiative – Cadence’s first foray into the system-level design and embedded software areas - as well as verification marketing. He holds a Dipl.-Ing. from the Technical University of Berlin.