Home	Conference Program	Exhibition	Advisory Board	Press Group	Archives	Practical Information

Panel: IPs on FPGA :Strategy and Vision
Wednesday December 1, 2010, 13:30 - 15:00 | Room: Auditorium

The importance of FPGA IPs has grown over years .In the early days IPs were considered as a free Add On for selling FPGA packages .But progressively following the design complexity that can be implemented on FPGAs they showed up to be of strategic importance.

In order to make designers live easier, the vendors offer for a decade, comprehensive proprietary IPs portfolios, attractive business deals and recently up to convenient key web based distribution

In parallel Third Party Alliance programs catch worldwide the design skill and innovation as obviously innovation can be easily ported on FPGAs than on Asics .If solid validation of this Third party IPs is guaranteed an unique live electronic design eco system is created and should lead to extend the FPGA market especially in emergent countries

This panel will give the FPGA vendor IP strategy views and will be confronted with the user expectation.

Panelists:

		Bob Blake Product and Corporate Marketing Manager Altera Europe
	Bob Blake joined Altera's European product and technical marketing group in 2000. While at Altera, Bob has been responsible for the technical marketing of Altera's high-speed transceiver products and software design tools and methodologies. Mr Blake is currently the manager of the European Corporate and Product Marketing team; the team are responsible for marketing all Altera Products and tools within Europe. Mr. Blake has over twenty years of experience in the electronics industry within design, applications, and management roles, including systems design with embedded processors and programmable logic. Mr. Blake holds an honors degree in Electronic Engineering from Portsmouth University.
		Rick Tomihiro Xilinx
		Tim Schnettler Director, Product Marketing Lattice Semiconductor Corp.
	Mr. Schnettler has over 25 years of experience in the programmable logic industry with Texas Instruments and Lattice Semiconductor Corporation. He held the position of Lattice’s Director, Design Tools Marketing prior to assuming his current responsibilities as Director, Product Marketing. He holds a Bachelor of Science degree in Engineering Technology from Saint Cloud State University, MN.
		Hal Barbour President CAST
	Hal Barbour is the President of CAST, Inc. Hal earned a BSEE and worked several years as a circuit designer before moving on to technical sales and marketing positions with GenRad, Intergraph, and HHB Systems (later acquired by Racal-Redac). Witnessing both stunning successes and colossal managerial failures, he has applied those lessons to leading semiconductor intellectual property provider CAST, Inc. the past several years. Pioneering a successful virtual and distributed organization model and using a lean, customer-oriented operations philosophy, Hal has helped CAST succeed and thrive in a volatile and challenging market.
		Eric Esteve IPnest
	Eric has over 25 years of experience in the Semiconductor industry, focused on ASIC and IP. He is the founder of IPnest, a company which represents IP vendors in Europe, and provides strategic consulting and IP related Market Surveys to high level customers: Synopsys, LSI Logic, Denali, Snowbush, Mentor Graphics, Rambus, CAST, Arasan and Virage Logic. Prior to that, Eric was WW Marketing Manager with PLDA, a market leader for PCI-Express Controller IPs, where he helped grow revenues by 3x in 3 years and developed sales channels in ASIA. Before that, Eric was ASIC/ASSP Marketing Manager for North America with Atmel, in charge of a $10M+ business. He held various sales and marketing positions with TI in Europe: FAE, Technical sales and Marketing, focused on ASIC business development across Europe, from large Telecoms (Nokia, Tellabs) and Computer OEMs (HP, IBM), to start-ups. Eric started his career as an ASIC designer and consultant, working for various companies in France. Eric holds a PhD in Microelectronics from the University of PARIS Descartes.
		Kurt Shuler Director of Marketing Arteris
	Prior to Arteris, Kurt Shuler held senior marketing and product management roles at Intel, Texas Instruments, ARC International and two startups, Virtio and Tenison. He has extensive IP, semiconductor and software marketing experience in the mobile, consumer electronics and enterprise server markets. Before working in high technology, Kurt flew as an air commando in the U.S. Air Force Special Operations Forces. Mr. Shuler earned a B.S. in Aeronautical Engineering from the United States Air Force Academy and an M.B.A. from the MIT Sloan School of Management.