Years ago participating with an impressive booth seemed pretty much essential if you wanted to be taken seriously. Now, with dramatically better ways to communicate all through the year via the web — and with increasing costs and decreasing travel budgets — it's not an automatic choice for a company like CAST to exhibit in shows like DAC. (Try to find a Cadence booth at this year's event!)
Yet as I start to prepare for what must be my 20th DAC, I'm convinced that it's a worthwhile experience for CAST and our customers, and for the industry as a whole.
It doesn't seem all that long ago that people would stop, stare at our booth, then walk up and say "what's an IP?". Now we're more likely to have designers stop and tell us how much work one of our cores saved them on their last project, or to come by hoping we've got exactly the IP they need for their next project (we usually do!).
I think this is probably true for most firms who exhibit at DAC: it's still a unique opportunity for real face time with customers and with each other, and that's not easily replaced by streaming webinar videos or Skype conference calls.
Stop by for face time with us at booth 1315, and you'll see some things we're pretty excited about. Get the latest info on our 100-some cores, see some successes from our 600 customers, check out a preview of our second-generation H.264 encoder core, and see how IP is moving to the system level with examples from our ReadyIP work with Synplicity.
Let me know what you think about trade shows, and I hope to see you at DAC!
You probably read the news or articles about Synplicity's great initiative to make third-party IP available right inside their Synplify Pro and Synplify Premier tools. Building on our long support of FPGA designers, CAST is one of four charter members of this program.
The many ReadyIP cores we provide include our PiP-AMBA System LIbrary, which gives you all the bus and infrastructure cores and essential software you need to get a system up and running with the ReadyIP ARM Cortex-M1 or Tensilica Diamond Standard 106Micro processor cores. Our partner SoC Solutions who develops the PiP-AMBA was actually the first independent user of the ReadyIP program, developing a complete demo system in days, just in time to run at the Embedded Systems conference. Stop by our booth at DAC to see a demo and learn more, and watch for our pre-DAC announcement of a special package deal on the ReadyIP PiP-AMBA (or email if you can't wait for the announcement).
Give us a call (+1-201-391-8300) or email if you'd like to comment on anything in this issue, or just to learn more about how our line of over 100 cores can work for you.
At DAC we'll be previewing our second-generation encoder for the codec that's clearly winning the video compression war: H.264.
The encoder supports the Baseline Profile, Level 4.1, handling video up to 1080p HDTV (1920 x1080 pixels, progressive). We believe it is the best, most cost-effective solution you'll find for capturing video in mobile devices, surveillance systems, and similar applications. Stop by and see what it can do (or email to find out more).
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