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Tanner, the Honda of EDA companies
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My colleague Max recently wrote about Tanner’s activities in the analog EDA space. This is going to be an interesting company to watch, IMO. I recently met with John Zuk, the company’s head of marketing, and he described the company’s approach as “A Honda rather than a Ferrari.” What he means is that Tanner is focused on doing one thing—analog design—very well. The company makes a point of keeping its tools streamlined, so that the learning curve is short and there aren’t a bunch of extraneous features getting in the way.
I really like this philosophy. Tools don’t need to be exciting or fancy—they just need to get the job done and get out of the way. At the same time, I understand why EDA tools are getting more complex: chip design is getting more complicated! Tanner seems to appreciate this problem, and John Zuk says the company is looking for ways to take on more-complex design problems while retaining their trademark simplicity and focus. Sounds like a good strategy—I look forward to seeing how Tanner executes.
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