By Norman Einspruch (Eds.)
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Extra resources for Application Specific Integrated Circuit (ASIC) Technology
Because of their nature, ASICs are normally associated with high development costs and resources. The marketing of ASICs is therefore unique and distinct from standard products. 30 Dev Chakravarty INTEGRATION HAND-PACKEDJ CUSTOM STANDARD CELL GATE ARRAYS PROGRAMMABLE! LOGIC DEVICES STANDARD PRODUCTS APPLICATION SPECIFIC INTEGRATED CIRCUITS (ASICs) Fig. 2. Logic migration path. Key product differentiation factors within the ASIC product spectrum are highlighted by the technology choice matrix shown in Table I.
It should be emphasized that the ASIC solution is synergistic to a systems solution and hence participating in the definition of the systems architecture by the ASIC vendor will help in providing a more optimal solution to the customer's needs, rather than depending completely on an ASIC product requirement specification from the customer. Unfortunately, in the industry there is an artificial boundary between the knowledge domains of the systems designer and the silicon designer. Bridging this domain barrier and offering a systems solution rather than just an ASIC solution will give a distinct competitive advantage to the ASIC vendor.
Another TABLE III Present Market Score Assumptions Market (millions of dollars) <50 50-75 75-100 100-120 120-130 Score 1 2 3 4 5 53 3. Marketing ASICs vendor may have a diametrically opposite strategy, choosing to excel in quality and prices. Such an ASIC vendor may ideally serve the needs of automotive and consumer markets. The product life cycle positioning strategy is an attempt to filter the product marketing strategy developed in the above model and cast it in the framework of marketing strategy trade-offs.
Application Specific Integrated Circuit (ASIC) Technology by Norman Einspruch (Eds.)