Kurt Shuler

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Kurt Shuler is vice president of marketing at Arteris IP. He is a member of the US Technical Advisory Group (TAG) to the ISO 26262/TC22/SC3/WG16 working group and helps create safety standards for semiconductors and semiconductor IP. He has extensive IP, semiconductor, and software marketing experiences in the mobile, consumer, automotive, and enterprise segments working for Intel, Texas Instruments, and four startups. Prior to his entry into technology, he flew as an air commando in the US Air Force Special Operations Forces. Shuler earned a B.S. in Aeronautical Engineering from the United States Air Force Academy and an M.B.A. from the MIT Sloan School of Management.

Author's Latest Posts

A Brief History Of The Interconnect
By Kurt Shuler - 25 Jul, 2013 - Comments: 0

By Kurt Shuler The high functional integration of system-on-chip designs today is driving the need for new technological approaches in semiconductor design. Anyone who owns a Samsung Galaxy S4, HTC One or comparable smartphone can see the benefits of integrating onto one chip all the computing functions that were traditionally separate, discrete chips on a PC computer motherboard. For next-gen... » read more

DAC Is Dead? Long Live DAC!
By Kurt Shuler - 27 Jun, 2013 - Comments: 0

By Kurt Shuler I have long decried the declining attendance at the ACM/EDAC/IEEE Design Automation Conference (DAC), especially in regard to this trend’s adverse effect on continuing professional education (CPE) opportunities for our industry’s engineers. (See my May 2011 article, “The Trouble With Tradeshows, for more.) In fact, for those of you who know me personally, I have sometimes ... » read more

Just Add IP
By Kurt Shuler - 30 May, 2013 - Comments: 0

When discussing SoC design with my semiconductor design and software development peers, the conversation eventually gets around to the problem of, “There’s just too much IP!” The feelings I hear border on exasperation at the problem of integrating IP on today’s large SoCs. Engineers who were once paid to write lines of Verilog or C code from scratch are now spending much of their time t... » read more

The Analyst View
By Kurt Shuler - 25 Apr, 2013 - Comments: 0

By Kurt Shuler I was fortunate to be able to meet with 13 different semiconductor industry analysts from eight different companies over the last two weeks. Our conversations ranged from the current state of the semiconductor industry to future software architecture trends. I want to take this opportunity to thank them once again for the exchange of ideas and the opportunity to learn from them.... » read more

Staying Neutral
By Kurt Shuler - 28 Mar, 2013 - Comments: 0

By Kurt Shuler It’s official: The great IP land grab has begun. The process actually has been taking place gradually, but has accelerated with Imagination Technologies’ acquisition of MIPS last year and, most recently, Cadence’s acquisition of Tensilica. For makers of semiconductors, four competing IP behemoths are emerging after years of fragmentation within the semiconductor IP indu... » read more

Advanced SoC Interconnect IP
By Kurt Shuler - 28 Feb, 2013 - Comments: 0

By Kurt Shuler I am thoroughly enjoying 2013. That’s because there seems to be a lot more reason for optimism this year than last year. But before we let go of 2012, it’s important to reflect on the past year and see what it can teach us so we can make better business decisions moving forward. The one lesson learned is that flexibility for SoC designs is increasingly more important. In ... » read more

Looking Ahead
By Kurt Shuler - 19 Dec, 2012 - Comments: 0

By Kurt Shuler 2012 has been a tough year for the semiconductor industry and supplier industries like semiconductor intellectual property (IP), with a projected semiconductor sales decline of 3% below 2011’s results. But to those of us in the industry, the decline of 2012 was measured not in numbers, but in its effects on the people in our industry. 2012 brought significant change to the ... » read more

Putting The “Heterogeneous” In The HSA Foundation
By Kurt Shuler - 25 Oct, 2012 - Comments: 0

By Kurt Shuler In last month’s article I explained why symmetric multiprocessing (SMP) architectures have been popular in PC and server markets, and why heterogeneous or asymmetric multiprocessing (AMP) has been the norm in mobility and consumer electronics markets. I also explained the trends that are leading PC and server markets to adopt heterogeneous architectures and introduced the HSA ... » read more

SMP, Asymmetric Multi- processing And The HSA Foundation
By Kurt Shuler - 27 Sep, 2012 - Comments: 0

When we hear the term “multiprocessing,” we often associate it with “symmetric multiprocessing (SMP).” This is because of SMP’s initial prevalence in the high-performance computing world, and now in x86/x64 servers and PCs. However, it’s been known for years that SMP’s ability to scale performance as the number of cores increases is poor. (For more information on SMP’s inability... » read more

From Hype To Reality
By Kurt Shuler - 23 Aug, 2012 - Comments: 0

By Kurt Shuler My purpose in this article is to explain Gartner Research’s Hype Cycle and relate it to the Technology Adoption Lifecycle popularized by Geoffrey Moore’s book, “Crossing the Chasm.” These two models can be used together to provide a combined picture of market expectations and expected technology adoption rates, but people often get the timeframes and takeaways wrong. So ... » read more

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