SoC平台式設計(Platform SoC)的技術與市場展望-個案研究

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研究生：	王遠樵 George Wang
論文名稱：	SoC平台式設計(Platform SoC)的技術與市場展望-個案研究 Competitiveness of Taiwan’s Platform SoC Industry: a case study
指導教授：	陳鴻基 Houn-Gee Chen
口試委員:
學位類別：	碩士 Master
系所名稱：	科技管理學院 - 高階經營管理碩士在職專班 Executive Master of Business Administration(EMBA)
論文出版年：	2006
畢業學年度：	94
語文別：	英文
論文頁數：	79
中文關鍵詞：	矽智財、虛擬元件、重複使用工程、系統單晶片、平台式架構系統單晶片設計、電路設計服務、垂直分工、半導體業價值鏈、SIP 、SoC 、IP
外文關鍵詞：	Silicon intellectual property, SIP, virtual component, IP, reuse methodology, System-in-a-chip, SoC, platform SoC, design service, vertical disintegration, semiconductor value chain
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在製程持續進步的過程中， IC電路的系統面整合在一個單晶片的概念 (SoC)已經成為事實了，但是任何一個高整合度的SoC設計都需要在專業技術、自動化設備、與工程上做大量的投資，為了克服這些技術上的問題，利用矽智財(Silicon Intellectual Property)已經成為SoC得以量產的關鍵因素。
但是整合市面上的矽智財在一顆晶片上並不是一件簡單的事，設計人員不僅需要了解每單一設計方塊是如何運作，更要知道在一個IC 電路設計中各種設計方塊彼此是如何整合。要解決這些問題，許多設計公司已經將他們設計的方法轉向利用將標準化的矽智財與軟體整合在一個共通的設計平台架構中，各式的產品設計只要架構在這平台上就可以設計出自己的功能特色，這就是所謂的「平台式SoC設計方案」。
這份論文報告源起於IC 產業價值鏈群中對各主要廠家的研究，他們彼此間如何互動而造就了平台式SoC的實現；同時此這份論文報告亦以智原科技 (Faraday Technology Corp.)為例，探討台灣市場「平台式SoC」的發展。目前智原科技是業界唯一提出完整平台式SoC設計方案的 IC設計服務公司。最後，這份論文報告根據麥克波特的「五力分析」工具，導入SWOT的運用來對智原分別在商業模式、市場、技術發展各方面提出一些建議，另也訪問了智原員工，蒐集其見解以作為佐證與建議。

Recent advances in semiconductor process technology have made it possible to fit an entire system in a single chip (SoC). However, the design of highly integrated, design requires enormous investments in technical expertise, automated design equipment, and engineering effort. To overcome the technical and organizational issues impeding the development of SoC, the use of pre-designed block (IP) emerged as an approach to greatly boost design productivity.
Unfortunately, integrating third party IPs from different vendors is no easy task; an engineer must understand how the block works and how it integrates with other components within the design. To overcome this design issue, several companies have shifted its design approach by standardizing their own sets of IP and software in a fully integrated common architecture from which products with common features can be built, resulting what is referred to as the platform SoC.
This thesis began by studying the individual players in IC industry value chain and how they interact to make platform-based design possible. The thesis further investigates the platform SoC developments in Taiwan by examine Faraday Technology Corporation, the only company with commercially available platform SoC solutions to date. The thesis concludes with author’s personal suggestions to Faraday in term of business, market, and technology, utilizing Michael Porter’s five forces analysis in conjunction with SWOT. Informal interview were also conducted with employees of Faraday to further strengthen the conclusive remark.

List of Tables        iv
List of Figures    v
Abstract    1
Chapter 1    Introduction    3
Chapter 2    Literature Review    5
1    Introduction to Five Forces Analysis    5
2    The Five Competitive Forces    6
2.1    Bargaining Power of Suppliers    6
2.2    Bargaining Power of Customers    7
2.3    Threat of New Entrants    8
2.4    Threat of Substitutes    9
2.5    Competitive Rivalry between Existing Players    9
Chapter 3    Research Method    10
1    Overview    10
2    Research Method    11
Chapter 4    Evolution of the Integrated Circuit    12
1    SoC & IP Reuse Methodology    12
2    Integrated Platform SoC    13
3    The Vertical Disintegration of IC Value Chain    14
3.1    Domination of the Integrated Electronic Producers    14
3.2    Disintegration through Globalization    14
4    Industry Structure and Participants    16
4.1    Value Added Reseller    16
4.2    Integrated Device Manufacturers    17
4.3    Fabless Design Company    19
4.4    Semiconductor IP Provider    21
4.5    Electronic Design Automation Vendors    23
4.6    Design Service Company    24
4.7    Foundry Companies    25
5    System-on-a-Chip    27
6    IP Reuse Methodology    29
6.1    The Rise of Communication Market    30
6.2    Time To Market    31
6.3    IP Integration and Implementation Challenges    32
7    Platform SoC    35
8    The Rise of Taiwan Platform SoC Provider    36
Chapter 5    Faraday Technology Corporation    37
1    Introduction    37
2    Organization Chart    39
2.1    Faraday’s Organization Chart 2006 (Simplified)    39
2.2    Department Responsibility at a Glance    40
2.3    Faraday’s Organization Chart 2003 (Simplified)    48
3    Product and Service    50
3.1    ASIC service    50
3.2    IP Technology    51
3.3    Platform SoC    57
3.4    Turnkey Solutions    58
4    Use of the Information from Five Forces Analysis    60
4.1    Static Analysis    60
4.2    Dynamical Analysis    60
4.3    Analysis of Options    60
5    Influencing the Power of Five Forces    60
6    Critique    62
6.1    Reducing the Bargaining Power of Suppliers    63
6.2    Reducing the Bargaining Power of Customers    64
6.3    Reducing the Threat of New Entrants    65
6.4    Reducing the Threat of Substitutes    67
6.5    Reducing the Competitive Rivalry between Existing Players    69
7    Faraday SWOT Analysis    71
7.1    Strengths    71
7.2    Weaknesses    71
7.3    Opportunities    72
7.4    Threats    72
Chapter 6    Conclusion    73
1    Conclusion and summary    73
1.1    Design Service    73
1.2    ASIC Technology    73
1.3    IP Technology    74
1.4    Marketing    74
1.5    Market    75
2    Recommendations    76
3    Research Limitation    77
Reference    78

                                

1. Allan, Roger (February 3, 2005), ‘Think Small: Can You Meet The Design Challenges At 90 nm And Below?’ Electronic Design Magazine, Article ID: 9587
2. Bouldin, Don (2003), ‘Platform-Based System-on-Chip Design.’ NASA Symposium on VLSI Design, Knoxville, Tennessee
3. Chang, Henry, Cooke, L.R., Hunt, Merrill, and Martin, Grant (1999), ‘Surviving the SoC Revolution - A Guide to Platform-Based Design.’ Springer Publishers, ISBN: 0792386795
4. Chen, Eric, Ph. D. (January 3, 2001), ‘Rethingking Semiconductor Intellectual Property.’ JPMorgan H&Q
5. Chen, Shin-Horng (2002), ‘Global production networks and information technology: The case of Taiwan.’ Journal of Industry Studies.
6. Dagmar Recklies, (2001) ‘Five Forces Analysis.’ Recklies Management Project
7. Dean, Sean Patrick (2000), ‘Focus Report: Third Party Design Services.’ Integrated System Design Magazine
8. Fabless Semiconductor Association/Lions Peak, LLP (2003) ‘Effective Management of Outsourced Operations: Contending with the New Dynamics and Volatility in the Electronics Supply Chain.’ Maliniak, David (April 13, 2006), ‘IP Integration Is Standard Fare.’ Electronic Design Magazine
9. Faraday Technology Corporation Website (http://www.faraday-tech.com), reviewed period: May ~ June 2006
10. Industrial Technology Research Institute (ITRI)
Semiconductor Outlook, 2003~2005
11. James, Geoffrey (13 December 2005) ‘Success by design,’ Electronic Business
12. Kelly, Fary, Ingram, Scott, Ph.D, and Barr, John O., (December 19, 2000) ‘An introduction to semiconductor intellectual property.’ Robertson Stephens International. Ltd.
13. Macher, Jeffrey T, Mowery, David C, and Simcoe, Timothy S, (Dec. 2002)
‘e-Business and disintegration of the semiconductor industry value chain.’
Journal of Industry Studies
14. Maratin/Chang (2003) Winning the SoC Revolution: Experiences in Real Design Springer Publishers, ISBN: 1402074956
15. McLean Report 2005 and 2006 Edition
16. Nobelprize.org Website (http://nobelprize.org/physics/educational/integrated_circuit/history/index.html), ‘The history of integrated circuit.’ Reviewed date: April 30, 2006
17. Porter, Micheal E. (1980), ‘Competitive Strategy Techniques for Analyzing Industries and Competitors.’ Free Press, ISBN: 0684841487
18. Ratford, Vin, Popper, Nick, Caldwell, Dan & Katsioulas, Tom (2003), ‘Understanding The Semiconductor Intellectual Property (SIP)’ Fabless Semiconductor Association
19. Rieppo, Pia (13 May 2005), ‘How to Respond to Changes in the Semiconductor Value Chain.’ Gartner Research Services, ID Number: G00126802
20. System-on-chip Market and trends (1999), Electronic Trend Publications, Inc. San Jose, California
21. Trivedi, Yatin (April 13, 2006) ‘IP From The Implementation Perspective’ Electronic Design Magazine, Article ID: 12300
22. Werner, Kathy (2005) ‘IP Reuse Gets a Reality Check.’ Chip Design Magazine, June/July 2005 Issue
23. VSI Alliance website (http://vsi.org) Reviewed dates: May 13, 14, and 16, 2006

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