November - 2010 - issue > Spotlight: Semiconductor
SI Team
Monday, November 1, 2010
The theory of natural selection dictates that companies that adapt and change will survive and prosper, while those who don’t will ultimately perish. Chip design is in the midst of a major disruptive change. How can the industry adapt and survive this period of extreme change?

“Due to the enormous complexity of systems, the trend today is toward building application-platform oriented SoC’s that are processor-centric, through not only ASICs but increasingly using FPGAs,” says Atul Sharan, President & CEO of AutoESL. “We were fortunate to have some very unique technology from UCLA where Professor Jason Cong applied the latest computer science principles to come up with a unique architecture for our tools” he adds.

As system companies look for application ready hardware-software platforms, semiconductor companies are seeking to add new IP including processor cores to their platforms in order to have some real differentiation. System companies that can target these platforms with their own unique algorithms and take it to market first will win. This is where AutoESL’s HLS technology is a key enabler – by providing fully automated path from algorithm to silicon, it is the only solution that uniquely delivers optimized Performance, Power and Area — all the same time.

In a short time span of one-year, leading semiconductor and systems companies such as Microsoft, Xilinx, Harris, Alcatel-Lucent, Barco, Lockheed-Martin and National Instruments have adopted AutoESL’s products. The company is successfully taking complex algorithms into silicon, dramatically cutting down the time taken to get there and is targeting a wide range of applications - DSP, Video, Networking, Wireless and High Performance Computing.

With backing from both venture and corporate investors including Adams Capital Management, Xilinx and National Instruments, it has tapped into world class engineering talent from across the globe with R&D facilities in California and Beijing, China. Companies that adopt new approaches to chip design that address this rapidly evolving system-design paradigm will survive and prosper. And AutoESL is a critical component of enabling this shift.
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