Subject: Oblivious Magma & Jasper video interviews from ARM TechCon 2011

While watching a video from the recent ARM TechCon 2011, it was fun to watch
EDA "outsiders" try to figure out (and fail) at exactly what EDA is.

In this case below, it's obvious that some guy was walking around the ARM
show floor with a video camera and he stumbled upon the Magma booth there.
Without knowing one iota about EDA, the interviewer puts the Magma marketing
guy (Behrooz Zahiri) on the spot with "So... who are you?" and "So... what
does Magma do?".

     

The interviewer (off camera) grasps for anything he can.  "I see Android 3.2
Honeycomb, where are you in here?"  "So... Is Magma a team of IC engineers?"
"I see Blackberry QNX, where are you?"  "TI OMAP 3 & 4, which part are you
involved in?"  "So let's say a product is coming out for Christmas, is Magma
used a few weeks before the product is released?"

Ironically, the Magma marketing guy gave excellent EDA-related answers that
hit all the major parts of EDA itself, plus exactly how Magma fits in -- yet
it was apparent the interviewer didn't understand one thing being said.

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That prior video was from some unoffical guy just roaming around the ARM
trade show floor with a camera.

This next video was an official ARM-sponsored video; professionally set up
and produced.  In this case, the on-camera interviewer asked a very easy
"So can you tell us the most interesting collaboration that you've had with
ARM this year?"  And that was it.

     

The CEO of Jasper (Kathryn Kranen) just took that softball question and ran
with it without stopping once!  She pitched: Jasper, ACE, assertions, DAC,
her ARM website, verification IP, ARM, SoC's, etc. -- and yet again it was
quite clear this interviewer, too, had no clue what Kathryn was saying.