Industry Expert Blogs

CEO Rupert Baines comments on recent viewpoints from NXP and Imagination Technologies

At embedded and EDA/chip design conferences it’s not unusual for me to pick up on things I hear and relate closely to what we’re doing here at UltraSoC. I find that plenty of major design and EDA companies are like-minded in their belief in the value of data science embedded deep within chip and system design; and in the value of having monitoring providing insights into the inner workings of SoCs, or entire technology devices even when they’re deployed in-field. It’s nice to see the wider industry not only ‘getting it’ but espousing the same values. It’s even better when you see it come from two of the most senior spokespeople from two very prominent technology companies within the same week!

CTO, Lars Reger – actually, he’s not a new CTO… but his role has expanded from being CTO of the automotive division at NXP, to now overseeing the entire NXP business. The decision to select Reger for the overall CTO role reflects, in my mind, a strategic shift in the industry that reflects our own experience. Automotive silicon and system design focuses the mind on adherence to the strictest safety standards and tolerances; it also focuses the mind on performance and reliability at the highest levels; and, increasingly due to ADAS, it focuses the mind on the critical need for functional safety to be designed in and throughout the system – and for that system to be holistically designed. The process, the tools and the technological approach fine-tuned in automotive design can and should be applied to improve system development in a broad range of disciplines: AI, ML and high performance computing, for example. So, when Reger started talking about his biggest technology agenda being filtering data, my ears pricked up.

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