By Norman Einspruch (Eds.)
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0 0 —ι 1985 1986 1987 1988 1989 Fig. 5. Price trend of representative ASIC device. 1990 3. Marketing ASICs 41 • In cases where the ASIC vendor markets CAD tools, the price of these CAD tools are in lieu of the CAD charges. Often these tools do not incorporate the total CAD suite required to complete the design, allowing only, say, the front-end of the design to be completed. In such cases CAD charges are still necessary for the back-end portion such as place and route. B. Business Issues The importance of focusing on business issues in marketing ASICs is emphasized by the need to build close vendor/customer relationships due to the sole-sourced nature of the business, sharing of intellectual property on a piece of silicon, and so on.
ASICs are accounting for an increasingly large share of total systems cost—up to 20% of the total cost in some systems. 36 Dev Chakravarty • The development time, or time-to-market, which is a key factor because of shrinking product life cycles, is largely influenced by ASICs. Typical times for developing ASIC devices vary from one to two years from design concept to prototypes (these numbers may vary widely and are presented as typical for illustration purposes). • Scarce engineering resources have to be channeled to the ASIC development effort—the development of a 100K array can be a 10-manyear effort.
Marketing ASICs Μ COMPANY'S COMPETENCE [ MARKET ATTRACT STAR ! PROBLEM CHILD ! DOG IVENESS CASH COW j Fig. 8. Product matrix considering market attractiveness and the company's competence. product so that it can be plotted against the two axes. To determine this value the components of market attractiveness and company competence must be defined and a weight given to each. It is then possible to obtain a weighted average score which may then be plotted on the graph. Table II illustrates this.
Application Specific Integrated Circuit (ASIC) Technology by Norman Einspruch (Eds.)