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Enabling the Automotive Design Chain with Virtualization

Synopsys Inc.

Frank Schirrmeister, Director, Product Marketing, System-level Solutions, Synopsys Inc.
Mark Williams, Director, Solutions Marketing, Synopsys Inc.

As recent headlines clearly indicate, the automotive industry is struggling to manage the exploding growth of electronics content and complexity. Already, 40 percent of vehicle cost is attributed to electronics and software, and 50 to 70 percent of electronic control unit (ECU) development cost is due to software. As a result of this dramatic increase in software content and complexity, meeting quality and reliability standards today requires analysis and diagnosis of complex hardware/software problems and a change in development methodology.

In addition, the automotive industry is challenged by an increasing need to reduce design cycle times and cost. Results from a 2008 Dupont study showed that 32 percent of respondents indicated that "cost reduction" was the number one challenge facing the automotive design and engineering community. When asked what improvement would be needed to strengthen the industry, an overwhelming 53 percent of users responded with "increase[d] collaboration across the value/design chain."

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Shift in Consumer Focus Drives Evolution of the Semiconductor Industry

SiGe Semiconductor

John Brewer, Vice President, Corporate and Business Development, SiGe Semiconductor

A decade ago, consumer demand for electronics products fixated on high-end primary features—"my mobile phone has a color screen," "my laptop has a 1 GHz processor," "my television screen is larger than yours"—for which consumers willingly paid premium prices. Today's electronics consumer, however, has become much more sophisticated and, therefore, much more demanding. David Carr, business writer for The New York Times, framed this sophistication recently during an interview on "The Charlie Rose Show." Relating his decision to buy the newly released Apple iPad for his family, Carr commented, "I love the features, I love the performance, but what drove me to buy this for my family was the $499 price." Economics defines value as the ratio of quality to price, or putting it in the language of T-Mobile's advertising, "getting more." The proliferation of electronic device features and performance means today's consumer assumes quality and buys on price.

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GSA Forum: Vol. 17 No. 2 June 2010
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Interviews

LOIC LIETAR
Executive Vice President and Chief Strategy Officer
STMicroelectronics

Loic Lieta

STMicroelectronics is a company that has displayed strength in the management and profitability of its end markets. And the company continues to successfully apply its technology in emerging markets such as healthcare. GSA sat down with Loic Lietar, executive vice president and chief strategy officer of STMicroelectronics, to discuss in what market areas the company is increasing capacity; why consolidation in the wireless sector is needed today; which healthcare areas the company is interested in transforming; and much more.

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