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Posted by John McHale

The impact of Apple's purchase of chip provider, P.A. Semi last week was the hot topic among attendees and sponsors at the Critical Embedded Systems Media Fest held in Scottsdale this week.

P.A. Semi makes a high-performance processor - the PWRFficient - which has the low power attributes needed for rugged military embedded applications, and seen as the low-power alternative to the PowerPC and Intel chips.

Many companies have designed product lines around the P.A. Semi device, and are concerned that Apple might not see the need to continue producing it because of the low volume market it represents.

One of those companies, Extreme Engineering is taking a positive look. Extreme's vice president of sales and marketing, Brett Farnum, says he believes that Apple will do the right thing and off load the technology to a third party manufacturer and that it will continue to be supplied.

During his opening remarks, Ray Alderman, executive director of VITA – the standards organization that runs the event – said that the federal government is looking to get involved to ensure continued supply of the P.A. Semi technology because it supports mission critical military applications.

However, some of the other attendees are not as optimistic about the continuation of the part. Peter Cavill, managing director of GE Fanuc Intelligent Platforms, said during his keynote address that he hopes the chip will still be available but is doubtful. Cavill also said that without the low power chip, the industry will be forced to design systems with less thermally efficient processors such as the Intel devices and that this may inspire new unique cooling solutions to solve the thermal management challenges that accompany the high-performance commercial processors.

Right now it's a wait and see and embedded vendors are coming with alternative plans for their customers in case the P.A. Semi technology does disappear.

The Critical Embedded Systems conference itself was smaller than it had been in the past when it was called the Bus and Board conference. There seemed to be a third of the attendance than when it was in its heyday.

Notable absences were the RTC Group publications – COTS Journal and RTC Magazine – and past sponsor Curtiss-Wright Controls Embedded Computing.

However, despite those factors I still felt it was an effective event. It's not a news making conference, but one of the best networking events for embedded media and vendors. I enjoy meeting with embedded defense suppliers and the market outlook presentations.

In fact I thought this year's keynotes were the best I've seen in the decade I've attend the event. Doug Patterson, vice president of sales and marketing at Aitech and Peter Cavill gave informative presentations on COTS (commercial-off-the-shelf) procurement and defense market analysis without turning their presentations into blatant commercials.

I enjoy coming to this event and networking with familiar and new faces in the industry. I find much more value in face-to-face meetings than conference calls or email threads. Maybe I'm just a bit old-fashioned.

I hope the Critical Embedded Systems Conference continues in some form.

Post a Comment

Blogger RapidIO Executive Director said...
Maybe I'm just a bit old-fashioned. TOO.
Thanks for the update on the buzz, I missed this years event; travel and event overlaps. Critical Embedded Systems play a key role in driving the advancement of applications, the quick advancement of high speed fabrics with VPX and VSX are a great example or new technology and applications that scale to the job at hand. This is an important and unique event. RapidIO members in attendance tell me they too enjoyed the interaction.
Thursday, May 8, 2008 9:53:00 AM EDT  

Blogger VITAed said...
John...the event was down about 40 attendees and about 8 exhibitors. That was my fault for moving it to May and changing location.

And, you did not mention VITA's new initiative, announced at the beginning of the conference : IOTSO (Innovate Outside Traditional Semiconductor Offerings). With the PA Semi mess, and the prediction that the present 450+ semi companies will consolidate into 50 or less in the next few years, we must take such action. Many of VITA's new standards efforts will concentrate on the IOTSO principle. Many of our recently released standards have also been focused on IOTSO.
Wednesday, June 4, 2008 6:24:00 PM EDT  

Blogger SBL Software Solutions said...
"Embedded System" is not an exactly defined term, as many systems have some element of programmability, such as the operating systems and microprocessors which power them — but are not truly embedded systems, because they allow different applications to be loaded and peripherals to be connected.

SBL Software Development Solutions
Wednesday, March 4, 2009 12:24:00 AM EST  

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Welcome to the lighter side of Military & Aerospace Electronics. This is where our staff recount tales of the strange, the weird, and the otherwise offbeat. We could put news here, but we have the rest of our Website for that. Enjoy our scribblings, and feel free to add your own opinions. You might also get to know us in the process. Proceed at your own risk.

John Keller for MAE
John Keller is editor-in-chief of Military & Aerospace Electronics magazine, which provides extensive coverage and analysis of enabling electronic and optoelectronic technologies in military, space, and commercial aviation applications. A member of the Military & Aerospace Electronics staff since the magazine's founding in 1989, Mr. Keller took over as chief editor in 1995.

Courtney Howard for MAE Courtney E. Howard is senior editor of Military & Aerospace Electronics magazine. She is responsible for writing news stories and feature articles for the print publication, as well as composing daily news for the magazine's Website and assembling the weekly electronic newsletter. Her features have appeared in such high-tech trade publications as Military & Aerospace Electronics, Computer Graphics World, Electronic Publishing, Small Times, and The Audio Amateur.

John McHale for MAE John McHale is executive editor of Military & Aerospace Electronics magazine, where he has been covering the defense Industry for more than dozen years. During that time he also led PennWell's launches of magazines and shows on homeland security and a defense publication and website in Europe. Mr. McHale has served as chairman of the Military & Aerospace Electronics Forum and its Advisory Council since 2004. He lives in Boston with his golf clubs.