Application Specific Integrated Circuit (ASIC) Technology by Norman Einspruch (Eds.)

By Norman Einspruch (Eds.)

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Establishing Credibility B. Proposal Generation C. Channels to Market D. International Marketing Positioning for Success A. Product Life Cycle Positioning B. Market Penetration Strategy Plan Conclusion Bibliography 27 29 32 33 35 35 36 37 38 38 41 42 44 44 45 47 48 50 53 55 56 56 I. INTRODUCTION ASIC products and technologies have evolved rapidly in the last ten years. Figure 1 defines the three generations of the ASIC marketplace. The first generation of ASIC products in the 1980-1986 time frame was 27 Application Specific Integrated Circuit (ASIC) Technology Copyright © 1991 by Academic Press, Inc.

The marketing strategy would be geared to winning production business when designs are 50 Dev Chakravarty transferred to the region. From a product perspective this would mean focus on cost and reliability. From a marketing perspective this would require corporate relationships in the United States, supplemented by sales presence in the key Pacific Rim markets. The rest-of-the-world (ROW) countries that include large emerging markets such as Brazil and India are still in their development phase.

Thanks are also due to Professor S. Sen of Northeastern University for his constructive comments and to Jeff Hilbert for making it happen. Chapter 4 Design and Architecture of ASIC Products PAT HICKMAN BOB HALL FRANK REID DOUG SCHUCKER Motorola, Inc. Chandler, Arizona 85224 I. II. III. IV. V. VI. VII. Introduction Gate Array Design Methodologies and Architectures A. Channeled Gate Arrays B. Sea-of-Gates Cell-Based Design Methodologies and Architectures Embedded Megafunction and Memory Design A.

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