Why your Internal IP Reuse
Strategy is not Working
Every organization has some type of reuse activity going on.
For some,
they are content with their current approach in handling reuse.
However, for the
majority there is more effort required to achieve anything approaching
an ideal
set of reuse objectives. At the low end of reuse strategies, what I
affectionately call Whack and Plop (WAP), is where IP blocks are
excised out of an
existing chip and dropped into a new design.
A more desired implementation of reuse includes a full
repository scheme where the designer can eagerly shop for IP and
download it
with a full suite of documentation, test benches and characterization
data.
This ideal vision of reuse is where most want to be, some form of WAP
is where
most are today.
So
what's keeping reuse in the dark ages? It is simply that
the needs of the re-user are not being attended to, technology is in
charge instead of the needs of potential end users. The fears of reuse
are not
being addressed and the design community is pushing back because the
deliverables associated with IP are not mitigating these concerns.
Without
proper IP content designers will only reuse what they are comfortable
with,
either their own work or someone else's work that they respect and have
easy
access to. The major hurdle today is in achieving a level of IP
deliverable
content that will diminish the fears of reuse, thus allowing designers
to develop
the confidence to favor formal IP reuse over WAP or the initiation of a
new design.
First Rule of IP
reuse - Content Rules
It's not the repository that will cinch reuse; it's the
content deliverables for specific IP. If a designer digs through a
wonderfully
crafted repository, downloads the deliverables and finds  a deficiency in
IP
content, you have lost them for a very long time. Start with content,
not a
fancy repository; content is
the foundation of any IP reuse growth strategy.
The worst implementations will be those that are developed
solely by a team of non-designers that are great with software. Keep in
mind
that reuse enablement is not a software or EDA task; it is a
deliverable content development task to provide
the essential design collateral designers must have to be able to
validate and gain confidence in another designers work.
Second rule of IP Reuse - Address Reuse Concerns
Know
what the concerns of reuse are and address them. Talk
to your design community and make sure you understand both what would
enable
them to reuse and what would turn them off. This is as simple as
listening and
applying what is learned. Leave this vital process out and you may as
well stay
with a WAP reuse strategy; you will be wasting time and money trying to
make it work. You can lead a horse to water but you can't make him
drink; the solution is finding out what will make him want to drink.
Third Rule of IP
Reuse - Marketing Strategy
Develop a marketing strategy to define and roll out the
internal reuse implementation. Consider this as a product with
customers that
need to be wowed. The designer's are not generally a captive audience
where
reuse has been legislated, therefore it is essential you properly
market IP as
a product. A proper marketing strategy will also drive closure on the
first two
rules of IP reuse - giving customers what they need.
Consider the following:
- Appeal
- Why would someone want to use it?
- History
- Has it been used before? Where? Any data?
- Features
- Overly complex or not enough bells and whistles.
- Options
- Does it need configuration options to cover a broader design space?
Fourth Rule of IP Reuse - Only Quality in Repository
After
the first three rules have been addressed it's time to
put the IP into a repository. I suggest something pretty simple since
there is not likely going to be a large initial offering. The
repository can be enhanced over time as you get feedback from the
users. A word
of warning - don't put anything in the repository that does not meet
the first
two rules. Any perception of garbage in the repository will ruin your
efforts for a long time.
Remember - Content rules! The
repository
leaves
a
short term impression, what the designers receive
from it leaves a long term impression.
Closing thoughts on Internal Reuse
-
 The
end user will make or break your reuse strategy. It is paramount to
understand
what will "make it work" for them.
-
Think
first about what is needed... the deliverable content.
-
The
repository will leave a short-term impression on the end users. The IP
deliverable content impression will last a lifetime. Focus on what
matters!
-
Creating
reusable IP should not be much more effort than a good, high quality
design
effort!
-
Reuse content will need to be kept current
based on silicon usage and tool updates. Don't ignore or underestimate
your work
here.
- Reuse enablement requires the matching of
re-user needs with cataloged content.
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