( ESNUG 597 Item 7 ) ----------------------------------------------------- [06/14/2024]
Subject: "Digital Twin" is the stealth hot-new-thing at CDNS and SNPS this year
SLATHERING AI EVERYWHERE IS COMMONPLACE NOW: Ok, so anyone who's even slightly been
following the stock market and/or tech stocks in any way knows that ...
... for the past 3 years, everyone everywhere is trying to make their company at least
appear to be an active participant in the Artificial Intelligence gravy train. For
engineers, it's gotten to the point of being tedious -- but if Wall St. wants it, we go
out of our way to show "we, too, have AI everywhere!" ("So please buy our stock.")
So it was no suprise to watch both SNPS and CDNS (in their user group meetings) play
up how tight their relationship is with Nvidia (as a company) -- and Jensen Huang,
the CEO of Nvidia (as a person) -- because Nvidia at the center of today's Wall St.
obsession with AI.
And if I were Sassine or Anirudh, I would do the exact same thing. Why? Because both
SNPS and CDNS are deep into AI -- and have been doing AI and/or machine learning and/or
hueristics for decades now. It would be irresponsible of them to not play up AI, too.
(But as an engineer, I still reserve the personal right to be bored with something
that's been incessantly touted at me for 3 years going now.)
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AND GOING .AI WAS EXPECTED: So, as active participants in the .AI gravy train, it's
absolutely no suprise to watch Synopsys go Synopsys.ai, and Cadence to go Cadence.ai
in all their presentations....
... and to watch both SNPS and CDNS chat up their AI Copilot tool -- because that's
what all the cool AI companies are doing. (SNPS calls its copilot, "CoPilot";
while CDNS calls its copilot, "JedAI". They both do magical AI stuff to best drive
their respective EDA tools.)
None of this is news, because ever since Microsoft did it, every other high tech
company has been doing this AI Copilot stuff for the past 2 to 3 years ...
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BUT GOING "DIGITAL TWIN" IS NEW! What caught my eye this year is how "Digital Twin"
was suddenly (and very unexpectedly) showing up in both CadenceLive'24 and at SNUG'24
user group conferences this year!
It didn't really sink in until Anirudh's CadenceLive'24 keynote address.
"Digital Twin" was the main thrust of the 3rd slide of his big annual keynote!
WTF? This wasn't yet another .AI slide he was pimping -- it was on "Digital Twin"!!!
Why?
I did some digging ...
Notice (above) how "Digital Twin" is $11.88 billion in 2023 but in 10 years in 2033 it's
to grow 44X to a whopping $522.9 billion a year market!!! Whoa! 44X in 10 years!
Filling in the missing years' sales in Anirudh's chart, adding it all up -- and I see
a total of $1.7 trillion spent on "Digital Twin" sales over the next 10 years!
Heck, if Sassine just snagged a measely 1.8 percent of those "Digital Twin" sales, it
would totally pay off his $31 billion Ansys acquisition.
So, of course, Anirudh (and Sassine) would want to tap into that $1.7 trillion of
gravy dollars by going into "Digital Twin" !!! (Who wouldn't????)
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(So I started CIRCLING IN ORANGE every CDNS mention of "Digital Twin" in my pics.)
Ok, so this was Anirudh using "Digital Twin" to be chummy with Nidia's Omniverse while
chatting up his CDNS datacenter design tools. (Note Nvidia logo & Omniverse cites.)
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This was Anirudh taking jabs at Synopsys/Ansys by citing how his Cadence "Digital Twin"
does digital & custom PnR, verification, signoff, power analysis, EM, thermal, CFD,
mechanical, RF, microwave, and 3D-IC/Chiplet design for the Big $$$$ automotive market.
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Later that night in my hotel room, I started going through my other pics from the rest
of CadenceLive'24 -- but with a special focus on the words "Digital Twin".
(Again, I CIRCLED IN ORANGE every CDNS mention of "Digital Twin" in my pics.)
Whoa. Cadence "Digital Twin" was showcased on the Cadence floor show itself.
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And here's Cadence "Digital Twin" being brought into "lifecycle phases" talks.
NOTICE those "lifecycle phases" circled in yellow ovals in the slide above -- it's clear
forshadowing that something "lifecycle" related is coming in CDNS' future.
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And here's Cadence "Digital Twin" as core to their Cadence Helium "early pre-silicon
software bring-up and concurrent HW/SW co-verification" tool -- which is Anirudh's
jab at the Sassine's Synopsys Virtual Prototyping and Virtualizer tools.)
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Cadence even rewrote history this year by citing "Digital Twin" was how their kick
ass Dynamic Duo (which 3 years ago won #5 Best of DAC'20) was the heart of how
their bone crushing Palladium Z2/Protium X2 emulator-prototyping combo worked...
... yet "Digital Twin" has never ever been mentioned before with the CDNS Dynamic Duo
in any way, shape, or form until about 3 months ago...
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Judging from the weird wording of some of the phrases above -- plus the mention of
"Digital Twin" -- these two slides above are Anirudh's play for the $50 billion in
CHIPS Act money plus other U.S. DoD related purchases.
"Digital Twin" is a critical aspect of the CHIPS Act because it wants to make system
(and chip) design portable between foundries -- so the U.S. economy is no longer tied
to any foreign foundries. $50 billion attracts a lot of interest (and tools) for the
EDA companies to sell to the U.S. Government.
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So, to be fair, I got this idea to look at earlier SNUG'24 materials to see anywhere
where SNPS also went "digital twin" in their many talks and tool pitches ...
... so I looked over Ravi's slides from the SNPS Investor Day'24 and I CIRCLED IN YELLOW
every SNPS mention of "Digital Twin" in them.
This was Ravi taking jabs at Cadence by citing how his Synopsys/Ansys "Digital Twin" does
Synopsys ZeBu, HAPS, Virtualizer, PikeTec, Ansys Fluent/Discovery 3D/Thermal/Motor CAD
and then finally Ansys Twin Builder for the Big $$$$ "Digital Twin" automotive market.
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This is Ravi's money shot -- he's highlighting from a chip-view-going-out-into-the-world
how his internal Synopsys "Digital Twin" fabric plays nicely with those well-fitting
external Ansys "Digital Twin" tools.
Remember earlier how I hinted Cadence might be working on a Silicon Lifecycle Management
tool? Well, to the center left and CIRCLED IN YELLOW (above) you have a tiny Synopsys
Silicon Lifecycle Management tool hiding next to that tiny car and tiny satellite.
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And then the very next slide was on Synopsys Silicon Lifecycle Management! Neat!
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And then after lots of digging and asking around, I found out that some marketing genius
inside Synopsys Corporate had stupidly decided 6 months ago to rebrand "Digital Twim"
to instead now be Synopsys "eDT" inside of SNPS ...
... which stands for "electronics Digital Twin" ... which made the task of looking
for any more SNPS "Digital Twin" stuff in the slides a much harder task. So I gave up.
"We really should call it "eDT". That way we look like a thought leader;
instead of a thought follower. It's always important to appear to be the
thought leader in your industry."
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GOOGLE TO THE RESCUE!
After some quick Google searches, I found this (above) on the web showing how chummy
Synopsys ECU (whatever that is) is with ARM and Cognata and the Microsoft Azure cloud
to do massive automotive "Digital Twin" regressions with Synopsys.
Subsequent Google searches turned up SNPS blogs on "Digital Twin" and "using a virtual
manufacturing approach with Synopsys Saber, General Motors reduced cost by 95% compared
to using a physical manufacturing environment" and "ECreate Before You Aviate" and
"Synopsys Platform Architect offers early analysis and optimization of multicore
SoC and multi-die SoC architectures for performance and power" and "Synopsys is teaming
up with Dassault in France to integrate complete optical systems design tools with
digital twin and product lifecycle management software" and "Synopsys ZeBu Server 5
will advance electronics digital twin capabilities" and "how to perform spectral
characterizations using Synopsys scattering measurements -- a key parameter for
wavelength-dependent materials to make realistic digital twin designs" and "Synopsys
is collaborating with Nvidia to integrate Synopsys' digital twin tools with the
NVidia Omniverse" and "Synopsys acquires PikeTec. PikeTec's test automation complements
our electronics digital twins engines; Synopsys Silver (SW-in-the-loop), Virtualizer
(virtual hardware/virtual hardware-in-the-loop), ZeBu and HAPS systems."
I count roughly 9 or 10 SNPS "Digital Twin" tools here.
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MY "TOO LONG; DIDN'T READ" SUMMARY: if you're crazy busy and don't have time to
read my thesis here, here's my quickie summary in bullet points:
- Anirudh put up this slide at his CDNS'24 user group keynote that boils
down to: "a total of $1.7 trillion will be spent on "Digital Twin" sales
over the next 10 years!"
- In short, just like Anirudh's 8 or 9 CDNS "Digital Twin" tools he cited at
CadenceLive'24, there's a similar 9 or 10 other SNPS "Digital Twin" tools
that Sassine either has -- or is working on having.
- That is, Anirudh and Sassine are equally chasing that $1.7 billion spend.
- This is new. 8 months ago CDNS nor SNPS were chatting up "Digital Twin".
Now they both can't seem to shut up about it!
That is -- if Anirudh's slide is right -- it appears that over the next 10 years
there's waaay more potential sales growth coming in EDA that has NOTHING to do
with "Artificial Intelligence".
- John Cooley
DeepChip.com Holliston, MA
P.S. And never underestimate how clueless marketing can be. Whoever in SNPS Corporate
decided to rebrand SNPS "Digital Twin" to be Synopsys "eDT" is a complete moron.
P.P.S. Mark your calendars; my DAC Troublemakers Panel has moved to Monday, June 24th,
3:00-4:00 PM, in the DAC Pavillion, #2460, 2nd floor, Moscone WEST
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