Industry Expert Blogs

Regular readers will have noticed fewer postings lately; my attention focused on integrating, what was until recently, a competing IP product. The Virage acquisition brought an interesting product overlap challenge in terms of the high speed memory interfaces at Synopsys. From the marketing perspective the key questions revolved around which versions to productize since we now had two versions of the DDR digital controller and two versions of the DDR PHY. Of course any decisions had repercussions on the engineering organization, go-to market and sales strategy.

Now with hindsight, having completed our new DDR product roadmap, the integration of the engineering team; the challenge turned out to be great opportunity to bring in the DNA of a company that was making traction in high speed memory interfaces and combining it with our own expertise as an IP provider.

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