To state the obvious (at least I hope it’s obvious by now), standards continue to create new markets, fuel industry growth, and protect people’s safety and health. Saying that the world revolves around standards is an exaggeration, but there’s no denying their value.

Standards have become universal, crossing country boundaries and resulting in multi-national collaboration, development, adoption, and maintenance. Traditionally, a standard gains global relevance when a national body – which represents its individual country’s interests – formally adopts it. This means the national body is a standards broker between its country’s industries and consumers. It brings relevant, internationally recognized standards to its economy as it deems appropriate. There are several advantages to this model including scrutiny, consensus, and coordination.

Industries are now global in nature. The pressures that today’s global industries face continue to intensify: time-to-market, competitive pricing, rapid technology advancements, and insatiable consumers. And they need standards to support them.

Industry will find a way to obtain the standards they need, when they need them. The traditional model for globally-adopted standards via national bodies is certainly a viable and proven way of doing so. And yet, an interesting new paradigm is emerging as well.

The global relevance of a standard is being determined by industries themselves –through adoption by companies in their products and services, and by the consumers who purchase those products and services. These standards can be ones recommended by the national body standards brokers. Or they can be ones from grass-roots, international consortia or simply international industry collaboration. Industry will choose the standards that serve it best. Enter the new global standards paradigm.

In future posts, I’ll give examples of the new paradigm and tell you how the IEEE Standards Association is positioned to embrace the changing world of standards, becoming irresistible to industry.

(Thanks to Steve Mills, President of the IEEE Standards Association for his insights and leadership.)

You might not realize that SNUG is Silicon Valley’s largest technical conference where the program is designed by engineers for engineers. SNUG provides users of Synopsys’ design tools and technology with an open forum where they can exchange ideas, discuss design challenges, and explore solutions. Today, there are 15 SNUG conferences worldwide that draw 9,000+ customers from more than 900 companies. For more information regarding future SNUG conferences, please refer to our World Wide Calendar on the SNUG website.

This year’s conference in Silicon Valley will feature more than 100 technical presentations as well as keynotes from leaders who are setting the tone for global design innovation. It’s also an opportunity for our customers to connect with Synopsys executives, our design ecosystem partners, and more than 2,000 members of the local design engineering community. Here is a preview of this year’s SNUG Conference-at-a-Glance.

SNUG Technical Chair John Busco, design Implementation manager at NVIDIA and one of the semiconductor & EDA industry’s first bloggers (here’s a link to his blog), will provide the opening welcome to the conference. He’ll introduce Aart de Geus, CEO & Chairman of the Board at Synopsys, who will deliver his keynote address, “Critical Mass, Systemic Complexity and Innovation: Catalysts for Designing Change.” John Cornish, ARM Executive Vice President and General Manager of ARM’s System Design Division, headlines Tuesday’s program with his keynote, “Partnering for Low Power,” where he will discuss next-generation process and the need for a system approach. Chenming Hu, Professor Emeritus at the University of California, Berkeley and former TSMC CTO, will deliver the technology keynote on Wednesday morning, “3D FinFET – New Structure Rejuvenates the Transistor!”

SNUG Silicon Valley keynote speakers: (from left) Aart de Geus, Synopsys, John Cornish, ARM, and Chenming Hu, University of California, Berkeley.

The technical program includes sessions related to low power, high performance, and embedded processor design, as well as design productivity and advanced design technology topics. In addition, the IP Summit, a special program designed for customers considering the use of IP to improve their productivity and design quality, will also be featured on Wednesday, March 28.

The Designer Community Expo (DCE) event will be returning to SNUG Silicon Valley as well. I particularly like this event because it grew out of an interoperability event that my team created. DCE is a unique opportunity for customers to meet Synopsys technology experts and our design community partners from across the electronics industry. Customers will be able to visit seven different design communities and see how more than 60 ecosystem partners are working with Synopsys to solve common design challenges.

If you are a Synopsys customer and wish to attend SNUG Silicon Valley, you will need to register on-site if you have not already registered.

I hope you enjoy another great SNUG in Silicon Valley.

There are at least six ways that standards benefit IP. If you can think of more, bring it on!

IP is created using standards. Implementation and verification of an IP block requires standard languages and formats such as SystemVerilog (IEEE Std. 1800) and UPF (IEEE Std. 1801). Testbenches that accompany IP are written in a standard language like SystemC (IEEE Std. 1666).

Quality standards can help IP consumers determine if the IP they purchase meets the level of quality they require. The IP quality standard with the fancy name, “1734-2011 – IEEE Standard for Quality of Electronic and Software Intellectual Property Used in System and System on Chip (SoC) Designs”, is once such standard.

A standard can be implemented (and often is) as an IP block. USB, SATA, HDMI and many other interfaces are widely-used standards. They become real product features when their IP implementations are included in the products’ electronics.

The IP’s IP can be protected with standards. (OK, that was a little silly.) IP is encrypted by each IP vendor to protect it from being reverse-engineered or copied. Different vendors use different encryption, which can prevent IP from different vendors from talking to each other. A working group in the IEEE Standards Association is creating a standard with another fancy name, “P1735 – Recommended Practice for Encryption and Management of Electronic Design Intellectual Property (IP)”. This standard will be able to help interoperability by providing a “generic set of embeddable markup syntax suitable for IP protection and rights management of arbitrary text files”. (That’s the description from the working group’s project plan.)

Speaking of interoperability, maybe one of the most important ways that standards help IP. An SoC design can have many IP blocks that need to communicate with each other and with custom portions of the design. I recently saw a list of standard design languages that are being used for SoCs. I shouldn’t have been surprised, but I was. The list included: C, C++, Verilog, VHDL, SystemVerilog, SystemC, e, OpenVera, and PSL. That’s a lot of standards. With mixed-language IP blocks in a single design, an obvious problem arises. The solution is a new standard based on an old one. Enter IP-XACT, “1685-2009 – IEEE Standard for IP-XACT, Standard Structure for Packaging, Integrating, and Reusing IP within Tool Flows”. (Fancy.) It allows IP written in different languages to interoperate because it uses XML. What’s cool about XML is that it’s an internet standard, created and maintained by the World Wide Web Coalition (W3C). And it’s just plain text. IP-XACT is an elegantly simple standard to solve a big problem.

Ultimately, standards help reduce the cost of developing IP and speed its time to market. That’s definitely the most important way standards bring value to IP.

DVCon is sponsored by Accellera Systems Initiative and has its roots in users’ groups for the Verilog and VHDL standards. Because standards continue to be vital (pun intended – first person to comment below on why it’s a pun will get a free coffee from me) to the IC design and verification process, the DVCon program includes sessions on key standards such as UVM, SystemC, UPF, and IP-XACT. Update: UCIS, too.

DVCon has continued to grow over the years, with its secret to success being its mission to bring the best technical papers and tutorials to its targeted audience: IC design and verification engineers. The Technical Program Chair, Ambar Sarkar, and Tutorials Chair, Stan Krolikoski – along with their qualified committee members – have worked hard to bring you the best content.

Keeping with tradition, this year’s keynote will be delivered by Dr. Aart de Geus, our fearless leader at Synopsys. If you’ve ever heard him speak, you know that he’s charismatic and inspiring. If you haven’t heard him speak, you’re in for a treat.

We made a positive change in the schedule so that the technical program and exhibits do not overlap. You’ll be able to visit the exhibits, see the vendors’ wares, and collect tchotchkes without missing a technical session. There will also be lunches, breakfast, and hors d’oeuvres & drinks to keep your stomach full and mind sharp (well, except for the drinks).

A unique activity at DVCon is when attendees get to vote for the best paper. Unlike other conferences where the best paper is chosen by committee, DVCon lets the audience decide. The voting system is automated (we used to tally paper ballots, believe it or not) and prevents stuffing the ballot box. Be sure to participate and let your opinion be counted.

You can test your knowledge with this clever quiz by Peggy Aycinena. Post your bragging rights on her article. Then, register for DVCon and enjoy the conference.

Presently, there’s a search underway for people who’d like to join the Corporate Advisory Group (CAG) in 2013-2014, which is all about IEEE’s entity-based standards. Examples of these standards in the electronic design automation industry are SystemVerilog, UPF, and SystemC. Clearly these are important standards that continue to benefit us broadly. I was a member of the CAG for several years and thoroughly enjoyed it.

Here’s more information about being a member of the CAG (copied from the IEEE-SA’s Call for Candidates). If you are interested, I’m happy to help you submit your information to the IEEE-SA. You can post a comment below, email me, send a message to me via LinkedIn, or send me a tweet. By now, I think it’s pretty easy to find me.

CAG responsibilities:

- Representing corporate member insight and guidance on needs, interest, vision, products, and services provided by the IEEE
- Establish the CAG as the recognized conduit for corporate perspectives
- Serves as advocate for IEEE
- Promotes and advocates new work in the IEEE-SA in all areas of the standards life cycle
- Promotes corporate representation, membership, and entity-based activities
- Facilitates industry feedback on present and proposed methods and tools provided for development of standards and related products
- Provides sponsorship, as appropriate, and sponsorship liaison for entity-based projects
- Advises on direction of IEEE-SA Corporate Program, including budget

Candidates must be interested in managing the development of industry standards and must hold strategic positions at corporations that are at least Basic Entity Members of the IEEE-SA (or that are willing to join).

If you would like to be considered for the 2013-2014 IEEE-SA Corporate Advisory Group, please note the following rules that apply to any potential candidate.

The deadline to respond is 15 May 2012.

The slate of candidates will be forwarded to the IEEE-SA Board of Governors Nominations and Appointments Committee (N&A) for its review later in the year, with a final decision on the candidate slate to be made by the IEEE-SA Board of Governors.

Rules for IEEE-SA CAG membership:

1. The time commitment is 3-6 meetings in 2013.
The 2012 calendar is located at http://standards.ieee.org/about/sasb/2012calendar.pdf. That will give you an idea of what to expect. The 2013 calendar has not been finalized yet.
Attendance is expected at all meetings.
2. This is a non-funded position.  You are expected to fund your own travel.
3. You must have an email address, web access, and a laptop computer to bring to the meeting.
Policies and Procedures related to the CAG are located at http://standards.ieee.org/develop/policies/sa_opman/sect5.html#5.3
Corporate Program information located at http://standards.ieee.org/develop/corpchan/index.html

I hope you’ll consider this opportunity. I think it would be great to work with you. BTW, “funding your own travel” usually means “your company funds your travel”. Let me know if you want more information. I’m happy to share my experiences with the IEEE Standards Association.