1. IP Commercialization Panel
Omri Raisman
December 2011

2. About Omri Raisman
Born in Israel
Father of 3 kids, married to Nurit
Practice long runs and yoga
Professional Background
Study Economics and Management (B.A) in Tel Aviv
First job in Marketing Research and Strategy consultancy
Did : Sales, Marketing, Business Development and Project
Management
In: Telecom, High Performance Computing, EDA, IP & Services
Co-Founded Rosetta IP in 2007
Member of the IEEE 1374 IP Quality Standard body
Confidential – Rosetta IP

3. About Rosetta IP
Established in 2007
Headquartered in Netanya, Israel
Sales office in Santa Clara, California USA
Company Background
Deep knowledge of EDA, Semiconductors and IP industries
Strong track record of IP sales and business development
Rosetta SIP Cores are in customer products today
Existing customer base in Japan, APAC, Europe, USA, Israel
9 Engineers, 2 Marketing / Sales, 1 Admin
Confidential – Rosetta IP

4. Rosetta IP Practice
Rosetta IP provides a comprehensive
solution for SoC development by:
Delivering selected Electronic designs as IP
Cores, based on objective quality
assessment
Ensuring fast, smooth & predictable
integration throughout the targeted
product lifecylce
Confidential – Rosetta IP

5. Semiconductor Industry Evolution
1980 1990 2000 2010
Semiconductor EDA Fabless Rosetta IP IP
Confidential – Rosetta IP

6. New opportunities on the Horizon
Software IP:
MCU, GL, Codec, Architectural RDK :
Power
Optimization !
SIP Solutions :
Process IP:
MEMS, Memory, FR, Package
Transistor Device,
Recipe, YMS

7. Backup

8. Introduction
• An ASIP (Application Specific Intellectual Property) is an IP
that has been specified and verified within the application it
will work for. The number of features is limited to that
environment which makes its architecture much better
optimized and cost effective.
• ASIP verification can be much more exhaustive, since it is
limited to the defined functionality.
• An ASIP core will have a very high reliability, while providing
the functionality required by the targeted system.
• A cluster of several IP Cores optimized to work as a sub system
will provide an ASIP solution which has intrinsic value greater
than each one of its components by itself.

9. Typical IP Core design cycle
• Target a specific function IP Specification
• Starts with defining
specification Implementation
• Stays as generic as
possible
Verification
• Verification attempt to
cover the maximum use
cases and scenarios
• The target application Application III Application I
requirements are not
listed at the priority list App II

10. Market Dynamics
Computing
Networking
Communication
Consumer
Automotive /
Aerospace
Confidential – Rosetta IP

11. Different market
niches: Market Dynamics
Beamforming
from WiFi to
Femto Cell
Computing
Networking
Communication
Consumer
Automotive /
Aerospace
Confidential – Rosetta IP

12. Different
markets transfer
Market Dynamics
: Wireless
connectivity to
Game Console Computing
Networking
Communication
Consumer
Automotive /
Aerospace
Confidential – Rosetta IP

13. Market Dynamics
Expand market
reach:
Multicore
Computing
Processor
Networking
Communication
Consumer
Automotive /
Aerospace
Confidential – Rosetta IP

14. Application Specific IP
• Application identification IP Specification
App
at specification point Req
App
Req
• Targeted by design to a Implementation App
Req
specific application
Verification
• Enhances commercial
value of the IP
Application I
• Reduce Development App II
App II
costs
• Reduces Time to Market

15. Methodology Highlight
• Application Requirements need to be taken in
consideration throughout the IP lifecycle
– Specifications
– Implementation
– Verification
• Targeting an IP for a specific Market will increase
its commercial Value
• Targeting an ASIP for specific market
will produce higher Quality IP Core