What can the global semicon industry do to get back its money-making touch!

It is very well known that the global semiconductor industry has had a year full of turmoil. The ongoing global financial has been not been of any help either.

The key question: Has the semiconductor industry really lost its money making touch?

According to iSuppli, facing dwindling profits, fewer opportunities to expand by taking market share from competitors and a shrinking roster of star performers, the semiconductor industry has entered a period of lowered expectations and diminishing options, forcing chip suppliers to rethink their basic strategies for success.

Thanks to Jon Cassell at iSuppli, I caught up with Derek Lidow, president and CEO, of iSuppli, to find out more about why the global semiconductor industry has become less forgiving. He has offered a range of suggestions for the global semiconductor industry to adopt and follow. The beauty of the advice lies in its simplicity, and I hope the industry is reading!

Facing dwindling profits and fewer opportunities to expand by taking market share from competitors and a shrinking roster of star performer, how difficult is the market today?

According to Derek Lidow, at the moment, the makers of electronics have started slamming on the brakes as they have decided that the financial turmoil will effect Christmas spending.

In this scenario, what strategies should the players: a) fabs; b) NAND; c) DRAM; d) materials devise, to ensure some turnaround?

Lidow says that the fab players should consolidate fabs to make them more efficient.

Both the NAND players and DRAM players should push out capacity expansion plans. Makers of devices should make variations of the existing products that customer would like to have, and don’t turn down opportunities to lock in orders for specials.

If semiconductors have actually lost their money-making touch, it is really an alarming sign. However, Lidow advises that the semiconductor business is maturing and every industry, as it matures, must undergo transitions.

Leaders can’t ignore looming changes
“Often, these transitions come as a surprise and many companies go through hard times,” he says. “Semiconductor companies don’t have to go through the turmoil of the steel or automotive industries if it doesn’t want to. The leaders of the industry just can’t ignore the looming changes.”

Is there a way that semiconductor companies break out of the current market dynamics to outperform the industry?

Lidow suggests the semiconductor companies should STOP doing things that they are not good at! He adds: “Each company will have to follow a recipe that eliminates where they are mediocre and focuses on where they add real value. Next, they should change their business models so that semiconductor technology is the tool, not the objective.”

According to him, designing more total systems with system-level chips built around proprietary Intellectual Property (IP) should be enough.

He says: “The electronics industry is $1.5 trillion dollars in size, and the semiconductor industry is $270 billion in size. There is a lot more value to capture. However, the value is more complex to unlock and requires as much or more software expertise as it does semiconductor expertise. They have to get married together to succeed in developing proprietary IP.”

Areas to outspend rivals
As for the areas where companies can massively outspending rivals in areas of products and manufacturing, these would be leading edge wafer foundries, memory chips, and the most complex system-on-chips (SoCs).

Why won’t this massive outspend simply to maintain technical and scale dominances in competitive market segments be risky?

Lidow says you can only use this strategy if you know you can outspend your rival! “We see the problems of a spending race in the memory market where many companies are trying to keep up with Samsung’s massive investments and it is hurting everyone,” he points out.

iSuppli has also advised adopting a scalable acquisition process that would allow a semiconductor company to grow by buying other companies or selected parts of companies.

Lidow says: “I think the point of my article was that there haven’t been any success stories to date. So, this strategy is unproven, but very tantalizing, considering the state of the maturing industry.”

EVE betting strong on Indian semicon industry

I have known Montu Makadia, Director and Country Sales Manager, EVE Design Automation Pvt. Ltd, since his days at eInfochips. It was interesting to learn more about the company and its strategy for India over the coming years.

For those who came in late, EVE offers a broad range of hardware-assisted verification solutions on the market, from acceleration to fast emulation and prototyping, with the most cycles per dollar. EVE products lead to a significant shortening of the overall verification cycle of complex integrated circuits and electronic systems design.

EVE products also work in conjunction with popular Verilog and VHDL-based software simulators from Synopsys, Cadence Design Systems and Mentor Graphics. Its sales headquarters in the United States is in San Jose, California. EVE’s manufacturing, R&D and corporate headquarters is located in Palaiseau, France.

Estimating the Indian semiconductor industry, Makadia said the global semiconductor market continues to grow, driven by the demand for consumer-oriented electronic devices. The Indian semiconductor industry, in particular, appears quite strong and is an attractive market opportunity for EVE.

“That’s because of its push into digital media, telecom and mobile communications markets that presents tremendous growth opportunities for companies such as EVE,” he said.

According to him, industry watchers should see strong growth in semiconductors in India in the coming years, propelled by smaller process technologies, multi-core architectures and the ever-increasing software content in system-on-chips (SoCs). With more SoC designs, the demand increases for hardware/software co-verification solutions.

EVE’s belief in the Indian market has been so strong that EVE Design Automation Pvt. Ltd., a wholly owned subsidiary based in Bangalore, was formed in 2007. EVE DA markets and supports the Zebu (for ‘zero bugs’) hardware-assisted verification platforms of accelerators, emulators and FPGA prototypes.

ZeBu enhances SoC performance
So, how exactly does ZeBu help analyze, benchmark and measure performance of the system-on-chip (SoC) over realistic scenarios?

Makadia said: “We have been really successful last year promoting the Zebu based emulation platform. Our existing customers, as well as new prospects in India, have shown great interest and recognized real value in adopting Zebu, not only for hardware verification but also for hardware and software co-verification.

“The Zebu platforms enable software validation and co-verification in a range of several megahertz, thus replacing the deployment of ASIC or prototype boards. For instance, we booted operating systems, e.g., Linux and WinCE, on processors designs mapped into ZeBu emulation platforms at 10-20 megahertz using a transactor-based verification methodology.”

How can EVE’s ZeBu be the choice of startups who need first-pass silicon success? Makadia added that startups in need of first-pass silicon success and designers worldwide have found that emulation tools such as Zebu are the only option for debugging hardware and testing the integration of hardware and software within complex SoCs.

He noted: “This is especially true when the task calls for executing billions of cycles in less than one hour and there’s a need for full visibility into the hardware. The ability to track hardware and software interaction offered by Zebu is considered a plus.”

ZeBu helps to analyze benchmark and measure SoC performance with realistic scenarios by running at speeds well above one megahertz. It is capable of executing complete test scenarios within an acceptable timeframe and just shy of running in real time.

This is interesting, and further examination needs to be done to evaluate how the emulation segment is performing and where it is evolving, especially, in India?

Makadia said: “After several years of stagnation, the overall market for emulation has been growing due to escalating complexity in hardware and in embedded software. Other factors have made emulators attractive once again. They run faster, are easier to use, have smaller footprints and are cheaper than older generations.”

The growth trend for emulation and hardware/software co-verification solutions will continue in the foreseeable future, especially in India.

Speaking on EVE’s overall strategy, he added that the company will continue to introduce even better performing emulation platforms through innovative architectures and enhanced supporting software to increase adoption by all market segments of the electronics industry.

Further, EVE is evaluating strategic partnerships and possible mergers with various synergistic companies to expand the attraction of its offerings.