( ESNUG 541 Item 6 ) -------------------------------------------- [05/23/14]
Subject: Leaked internal MENT memo confirms prior DeepChip BDA analysis
> With this BDA acquisition, MENT, who had marginal market share in SPICE
> and AM/S, now has over 100 new SPICE customers that they were unable to
> get to before. This is a strategic change. This one purchase makes
> MENT one of the new major players in the SPICE market.
>
> I expect Wally and Greg will keep their Eldo Classic, Eldo Premier, ADit
> and Questa ADMS SPICE simulators as well, for long term customers like
> Cambridge Silicon Radio and STMicroelectronics.
>
> Fairly soon, I expect the MENT custom IC tool offering will grow as the
> major semiconductor companies start to see MENT as a serious custom EDA
> player -- and as a viable alternative tool supplier to CDNS and SNPS.
>
> My experiences with Ravi Subramanian (CEO of BDA) is he's a respected
> aggressive go-getter who will give Lip-Bu and Aart a serious run for
> their money in the SPICE and custom markets. It was brilliant of Wally
> and Greg to pick him up.
>
> - from http://www.deepchip.com/items/0538-02.html
---- ---- ---- ---- ---- ---- ----
From: Robert Hum of Mentor
To: All MGC Employees
Subject: Now that BDA is part of Mentor Graphics
Dear colleagues,
Berkeley Design Automation (BDA) has joined Mentor Graphics. I am
making significant changes to the AMS organization to preserve and
grow BDA's momentum in the marketplace.
The AMS organization will be changed to create a strong focus for
the combined Mentor (Eldo, Premier, EZWave, Kronos, etc.) and BDA
(AFS, AFS Mega, etc.) product lines.
Greg Hinckley and I were very impressed with what Ravi Subramanian
(CEO BDA) and Paul Estrada (COO BDA) have been able to accomplish
with a modest R&D and Marketing effort.
  
To preserve the BDA "secret sauce", so to say, I am organizing all
of AMS under Ravi Subramanian who becomes the new GM for the AMS
Verification business unit reporting to me.
I am also creating a Chief Strategist (a.k.a. Director of Marketing
in "Mentor Speak") position reporting to Ravi and this position will
be filled by Paul Estrada.
We are fortunate that BDA comes with a formidable field facing
organization that will help us to regenerate our ability to sell and
support customers.
Furthermore, all of the Mentor Graphics AMS marketing people will move
to this new business and join the existing BDA field and customer
facing people unit under Paul.
Linda Fosler has been very supportive of this move and will continue
to manage her portfolio with CICD. Please join me in thanking Linda
for the tremendous contributions and innovations she has made to DSM
since she joined us in 2009.
Jean-Marc Talbot will move into the new AMS Verification business unit
as Director of AMS R&D reporting to Ravi. All AMS R&D activities
related to AMS will consolidate under him: Pole Lin and his Taiwan-
based ADiT group and the existing BDA R&D group will move under
Jean-Marc to join his Grenoble group.
There are no changes to the CICD group. Joe Mastroianni continues as
the Director of R&D, Linda Fosler continues as Director of Marketing.
While we get BDA into our IT and HR databases, you can contact Ravi
and Paul at the above email addresses. They, and about 40 BDA people,
will be moving to the Fremont campus in a few weeks.
Please welcome this strong team to our family.
- Robert Hum, VP and GM
Mentor Graphics Deep Submicron Division
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