The engineer as marketer

Along with the furor over Cadence senior exec turnover, tiny little LogicVision also announced a shakeup.  They dropped their CFO, VP of marketing and VP of operations and replaced them with new beancounters and engineers.

LogicVision has been struggling in the market for almost a decade, primarily because their competition has made a greater investment in marketing than they have.  LogicVision actually has a superior product and one that is uniquely suited to large, complex semiconductor design.  The competition has been squeezing out as much value of old technology as possible, but gets their message out much more effectively than LogicVision ever has.
And every year, LogicVision decides to reduce their effort to communicate with the market, fight holding actions on their remaining market share, and ... replace marketing expertise with engineering.
Can't be done, folks.  The best technology ALWAYS loses to superior marketing,

Comments

  1. John FordOctober 18, 2008 at 11:58 AM

    Yeah, if ever there was a good candidate for acquisition, it'd be LogicVision. But I guess the DFT sector just isn't big enough to consider that kind of action?

    JMF

    ReplyDelete
  2. Brian FullerOctober 20, 2008 at 3:03 AM

    Consolidation (again) will come quickly. And if you're in the ip space, well that whole sector is about to get rolled up.

    ReplyDelete
  3. Lou CoveyOctober 20, 2008 at 3:40 AM

    I would think any of the big three would want to take a shot at LV, especially Synopsys. ATPG has been squeezed dry making now a great time for BIST. Plus from what I hear from LV customers, the damn thing actually works now.

    ReplyDelete
  4. John FordOctober 21, 2008 at 12:16 PM

    That's good to hear - it has been really tough for LV, because logic BIST is really hard to get to work correctly. It basically takes the workload off the test engineer, and puts it on the designer, especially the place and route folks - at least that's what I've heard.

    But if it's done right, you have a really good test, very soon after silicon is back. And that's a good thing.

    ReplyDelete

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