Unshackled IBM Microelectronics savors Game Box wins - a very interesting article by Ed Sperling in a special report, Movers & Shakers 2005, in Electronic Business online.
Lining up 3 top gaming platforms, Sony PlayStation 3, Microsoft Xbox 360 and the follow on to the Nintendo GameCube as customers for it’s Cell Processor is a real volume play. In the absence of any real killer application, high volumes design wins do not come easy.
Steven Longoria, vice president of semiconductor technology platforms in IBM's Systems and Technology Group mentions that getting it’s technology consistent to avoid repetition of development steps is IBM’s top priority.
This is one area in the industry which usually takes a backseat amongst other priorities and is a major cause of ASIC design re spins. With the high mask costs, FTSS is getting more & more significant thus putting an ASIC vendor with a good track record of FTSS higher on the ASIC clients’ list. The shrinking market windows also do not leave much room for re spins.
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