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Category Archives: marketing
SaaS for EDA
SaaS, or software as a service, is the capability to deliver software over the net. In web 1.0 years this was called the ASP model, for application service provider. The archetypal company doing this is Salesforce.com, which provides customer relationship … Continue reading
Posted in eda industry, marketing
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Royalties
Venture capitalists love royalties. They love royalties because they think that they might get an unexpected upside since they are hoping that a customer, in effect, signs up for a royalty and sells far more of their product than they … Continue reading
FPGA software
Why isn’t there a large thriving FPGA software market? After all, something like 95% of semiconductor designs are FPGA so there should be scope for somebody to be successful in that market. If the big EDA companies have the wrong … Continue reading
Posted in eda industry, marketing, methodology
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Creating demand in EDA
I talked earlier about how EDA marketing can’t create demand. Small companies cannot afford much marketing and large companies are in the vicious cycle of not being able to get innovation into the channel since they can’t create demand even … Continue reading
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Don’t listen to your customers
There is a train of thought that the route to success in a business is giving a customer what they say they want. At some level this is obviously good advice. But there are two problems with it. Firstly, the … Continue reading
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Competing with free EDA software
Chris Anderson (editor of Wired, owner of TED, author of The Long Tail) has a new book called Free coming out in July. One thing that he emphasizes (at least in his articles on the subject, I’ve not seen the … Continue reading
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Pricing: vases and coffee pots
My father-in-law was an executive at Wedgwood and responsible, among other things, for pricing every piece of china they made. Wedgwood has recently been run into the ground by Waterford Crystal who had acquired it, and it is now in … Continue reading
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Lady Windemere’s FAM
In Lady Windemere’s Fan, Oscar Wilde wrote that a cynic is someone who knows the price of everything but the value of nothing. EDA companies are a bit like that. They only know the price of their tools. How much … Continue reading
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Semi equipment vs EDA
I had lunch with Lance Glasser a couple of weeks ago. He used to run about half of KLA-Tencor’s semiconductor equipment business (and I did some consulting for him back then). We got to discussing why EDA and semiconductor equipment … Continue reading
Posted in eda industry, marketing, sales, semiconductor
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Standards
I was once at a standardization meeting many years ago when a friend of mine leaned over and said, “I tend to be against standards, they just perpetuate other people’s mistakes.” I think this is really a criticism of standardizing … Continue reading
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