" IPextreme made IP licensing and support easy for Infineon…

 " IPextreme made IP licensing and support
   easy for Infineon Technologies and our
   customers."           ­ Manfred Choutka, Infineon




 IP Strategy Fuels Infineon Technologies
 Processor Ecosystem
                                                                                    SUCCESS STORY



 As the person responsible for marketing the C166 family of
 microprocessors at Infineon Technologies, Automotive
 Industrial and Multi-Markets Business Group, Manfred Choutka
 knew the importance of a strong processor support
 ecosystem and that many of his strategic customers now
 considered a compatible intellectual property (IP) offering as
 a key ingredient -- but Infineon's IP team just wasn't setup to
 sell or support IP.

 Consequently, he turned to IPextreme to prepare and market
 Infineon Technologies processor IP and he found "IPextreme
 made IP licensing and support easy for Infineon Technologies,
 and our customers."




CORPORATE PROFILE                      Choutka realized that, while the          adoption of a given processor, as a
                                       incremental revenue from licensing        chip or IP, the greater the 3rd party
· Infineon is a leading innovator in   IP is attractive, any improvement that    support that develops around it.
  the international semiconductor      it could drive in Infineon Technologies   Processors that don't maintain a
  industry. They design, develop,      much larger silicon revenue would be      strong ecosystem of compilers,
  manufacture and market a broad       much more significant. Infineon           applications, operating systems and
  range of semiconductors and          Technologies needed an IP sales           debug tools, soon wither in the
  complete system solutions            channel with the necessary skills but     marketplace. More importantly, high-
  targeted at selected industries      IP revenue alone could not justify a      volume chip customers would move
                                       dedicated IP sales force on staff. The    to other processor architectures for
CHALLENGE                              "business" of licensing IP is not a       all their product lines if Infineon
                                       core competency for Infineon              Technologies did not give them the
· Meeting market demand for
                                       Technologies and they learned that        IP they desired for certain lines.
  Infineon IP
                                       "closing the deal is a surprisingly big   Just handing-over these IP design-
· No internal resources to support     part of selling IP, needing a lot of      ins to competitors was not an
  deployment of IP into marketplace    time from experienced people to           acceptable option to Infineon's IP
                                       handle all the licensing details."        team, since it was important to
SOLUTION                                                                         defend their silicon revenue and
                                       Infineon Technologies saw the             maintain the processor ecosystem.
· Deploy silicon-proven IP through     strategic benefits of enabling
  IPextreme                            customers to incorporate Infineon         Infineon's IP team found IPextreme's
                                       Technologies IP into their chip           proposal to be straightforward, with a
                                       designs. In general, the wider the        clearly defined schedule of tasks and
                                                                                 to ultimately provide the best value.
After signing, IPextreme took the                Choutka outlines why having IPextreme               Senior Director, Automotive and
Verilog RTL of Infineon Technologies             resell Infineon Technologies IP                     Industrial Business Group
16-bit C166 processor, verified its              makes sense: "Internal re-use is not                summarized, "Infineon Technologies
quality, documented it and "packaged"            the same as IP licensing. A design                  is continually producing new
it for end-users in their XPack                  and its documentation have to be                    semiconductor designs and licensing
technology. XPack is more than just              taken up a level for external                       them as IP offers strategic benefits
a bundle of deliverables; it includes a          customers since they do not have                    for our firm. Reselling our IP through
graphical interface that enables IP              our tools, methodology nor the                      IPextreme allowed us to market our
users to safely configure the IP                 original Infineon Technologies                      IP far more efficiently than we could
without forcing them to learn all                designers to call upon. Selling IP is               have in-house. To make the
about its internal functionality.                also very different than selling chips.             marketing, licensing and support of
XPack also drives all the common                 For starters, the semiconductor sales               IP easy requires people truly
EDA tool flows.                                  channel is simply not set up for IP,                experienced with IP, and that's what
                                                 but a value-added-reseller like                     IPextreme brought to the table."
For Choutka the most impressive                  IPextreme knows the customer base,
part of the project was "how well the            and knows how to sell IP."                          ABOUT IPEXTREME
engineers collaborated on the
project, even though the cross                   For its initial foray with IPextreme,               IPextreme brings high-value
functional team was spread across                Infineon Technologies chose the                     intellectual property (IP) from large
two companies on two continents.                 C166S processor for licensing to end                semiconductor companies to
The engineers at IPextreme really                customers. It is derived from the                   consumer and automotive System-
understood how to make a processor               highly successful C166 microcontroller              on-Chip (SOC) designers worldwide.
design portable and are great people             family and is fully instruction set                 These products are silicon-proven to
to work with."                                   compatible. With its fast interrupt                 minimize design risk and provided in
                                                 response and context switching, the                 a process independent and EDA
In the process of packaging the                  C166 family is ideally suited to                    neutral format, for easy use by the
design, IPextreme's engineers                    automotive, industrial, mass storage                broadest range of customers. With a
gained sufficient understanding of               and wired or wireless communications                decade of experience in developing,
the C166 that of 54 support queries              applications. The first C166S IP                    packaging, licensing and supporting
from the first C166 IP customer, only            customer recently taped out their first             IP, our team offers a complete
one had to be referred back to Infineon          chip and reports being "pleased with                business solution for semiconductor
Technologies. Says Choutka, "We                  the package." Several other C166                    companies to strategically leverage
don't want to deal directly with IP              licenses have already taped-out                     their internal IP portfolio to grow
customers since we don't have the                according to Choutka.                               overall revenue. IPextreme has
engineering resources to do so.                                                                      offices in Campbell, California,
Keeping our designers focused on                                                                     Munich, Germany and Tokyo, Japan.
next-generation chips instead of                                                                     www.ip-extreme.com.
fielding support calls is just as
important to us as licensing our IP."



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     THIS SUCCESS STORY IS FOR INFORMATIONAL PURPOSES ONLY. THE CONTENT IS PROVIDED AS IS, WITHOUT EXPRESS
     OR IMPLIED WARRANTIES OF ANY KIND. INFORMATION IN THIS DOCUMENT IS SUBJECT TO CHANGE WITHOUT NOTICE.

     ©Copyright 2006, IPextrreme. All rights reserved. IPextreme and the IPextreme logo are trademarks of IPextreme, Inc. All other trademarks
     are the property of their respective owners. Choutka's boss, Ching Yen Shih,