Identifying and Building key Partnerships
From the customers perspective, most vendors are only part of a complete solution. Working with other strategic vendors and focusing a a joint usage model has benefits to both the vendors in the ecosystem and the customer. The customer is focused on problem and the solution needs to address the complete solution, not just your piece of the puzzle. Here are some examples of successful collaborations that I architected over my career with ASSET InterTech.
ASSET & Cadence
Cadence has been aware of IEEE 1687 for some time, but waited for their customers to drive adoption. Once they found customer drivers, they have made significant advances in working with the new standard.
One of the challenges that our joint customers were having was improving diagnostics at the board-level. Traditionally, Chip designers and manufacturing engineers perform their own set of test to characterize and verify device-level performance while system or board design & manufacturing engineers use another. Re-using silicon tests in the system after the chip has been soldered down on a circuit board (or in situ) provides valuable information to help determine if the root-cause is the silicon or board design.
ASSET and Cadence demonstrated this capability at several joint marketing events and continue to work together to provide a smooth interoperable solution to our joint end-customers.
ASSET & Intel
My relationship in working with Intel began in 1991 as they were one of the first silicon vendors that purchase IEEE 1149.1 based tools.
Intel was probably one of the most challenging customers to work with as there world is constantly changing and they re-invent themselves every two years. However, Intel was also several years ahead of the IEEE 1687 standard on standardizing access to Intellectual Property (IP) within the silicon for re-use on board validation & test applications.
I created a collaboration with them to bring new tools to market that helped the market validate the signal integrity on high-speed buses. The approach was new to the market and required a lot of joint education and training. We moved the market away from an expensive test equipment (like an oscilloscope) to a software tool that manipulated Intel's proprietary Intellectual Property (IP) and validates the bus using a statistical model.
ASSET & Mentor Graphics
Mentor Graphics was on of the first EDA vendors to support IEEE 1687. ASSET was instrumental in developing the standard and focused on creating an ecosystem for the customer to have a seamless interoperability between different vendor's products.
Once we agreed on a joint usage model, we worked together to educate our end-customers and focused on potential problems that could be solved with this new technology (IEEE 1687).
Together, we participated in a world tour that was very successful. It enabled us to collect market data on how customers wanted to use the new technology as well as provided us with a opportunity to "plant seeds" on new applications.
Due to the success of the tour, we re-created the event in webinars for each geographical region.