On Cores
Meditations on the semiconductor and IP industries
By Warren Savage, CEO, IPextreme



Tuesday Sep. 23, 2008

One on One: Johan Van Ginderdeuren

Next in our interview series, Johan Van Ginderdeuren offers insights on the IP market.
<img src="//www.design-reuse.com/blog_img/blog51/johan.jpg" border="0" align="left" hspace="5">

Johan Van Ginderdeuren is Business Development Manager for NXP Semiconductors’ Product Line Ultra Low Power Solutions in Leuven, Belgium, where he is responsible for the CoolFlux DSP Cores IP licensing business. Formerly he’s been active for Philips in areas such as digital audio (Compact Disc) and connectivity (USB, Zigbee, Bluetooth). He writes here in his own name.

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Johan,

Thanks for taking time to sit down with me and talk about the IP market. Let's start.


1. As an IP company, what is your #1 challenge you have with your customers and what are you doing about it?


Be the perfect member of my customer’s design team and first of all understand there current and future needs.


2. Putting the shoe on the other foot, what do you perceive as your customer’s # 1 challenge and what should they be doing about it?


Integrate and validate IP from multiple sources, including internal development, and therefore better look out for subsystem solutions


3. The IP business model undergoes periodic attack from the media, do you think the IP business model is broken? Please elaborate.


At the contrary, the IP business is thriving and growing at about twice the speed of the overall Semiconductors business, showing evidence of a third generation model appearing: after (i) the fab mode and,(ii) the fabless+foundry model, time is ripe for (iii) a “designless”model in combination with backend services, in a global semiconductors industry which is further de-verticalizing


4. The IP market is dominated (revenue-wise) by a few large players, yet there remains hundreds of small outfits. Why is that?


Well, there is still a hell of a lot of innovation going on, typically driven by new small players, which is good


5. Should there be more or less IP companies?


Not necessarily less IP “creators”, but maybe less IP “integrators” and “channels”


6. What role should EDA companies play in the IP market?


For EDA companies this is obviously a double digit growth and value creation opportunity with the inside opportunity to prepare tools better for IP reuse jobs.


7. What role should Service companies play in the IP market?


The Service companies should promote the reuse model in the first place and provide fertile grounds for new IP when working on cutting edge projects.


8. To what extent do you think the IP industry has come to grips with its quality issues?


Still much to do here, but no silver bullet here as (sub-) system quality is a challenge and application domain dependent


9. Is there a need for greater standardization in IP?


To nurture the reuse model, yes, for example in IP protection


10. Ten years from now, what does the IP market look like?


Maybe grown up. :)


Posted by Warren Savage on Tuesday Sep. 23, 2008 | Add a Comment




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About the Author

Warren Savage, President and CEO of IPextreme, is a well-known and published authority in the field of semiconductor intellectual property. He has a long history of pushing the envelope of design methodology from his work in fault tolerant computing at Tandem Computers in the 1980's and driving reliable design metholologies into commercial practice at Synopsys for its DesignWare IP product in the 1990s. Much of his thinking became embodied in the seminal book on IP reuse, the Reuse Methodology Manual. Warren is taking his vision to the next level with his latest company, IPextreme, which is focused on enabling broad commercialization of IP captive in large semiconductor companies.