Cadence exec: EDA needs 'breakaway value'

Peter Clarke, EETimes
2/2/2011 11:31 AM EST

SANTA CLARA, Calif. – EDA has got a challenge on its hands, but that is one of the things that attracted John Bruggeman to join Cadence Design Systems Inc. as chief marketing officer. He was previously CMO with embedded software company Wind River Systems.

Bruggeman, speaking to EE Times at the DesignCon conference here, reckons there is a lot of churn in the EDA market as difficult, expensive or even failing projects are causing semiconductor companies to throw out incumbent suppliers and try a different design flow. The complexity of design at 40-nm, 28-nm and down to 20-nm is also driving a transition from a pick-and-mix best-in-class approach to a single supplier or few supplier strategy, Bruggeman said. And, of course, such changes and the negotiations associated with them, are one of the mechanisms by which the chip companies bear down on the pricing.

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