Market Research

By :
Shamayita Guha
Aiswarya Krishnan
Praneet.A.K
 EMA Design Automation
Market Research on potential development of Timing designer and EDA Builder in PCB
Market of India.

Objective : Understand the market potential for EMA products in Indian market and develop
a market entry strategy with emphasis on marketing.

About Company :

EMA is uniquely capable of serving the needs of customers in the electronic design industry.
EMA has been designing and distributing tools for over 20 years. Currently EMA is the
largest reseller in the PCB industry. Their main focus is on creating partnerships with
customers and ensuring them with the tools needed to be successful. EMA develop and
distribute the Component Information Portal(CIP), TimingDesigner, & CircuitSpace. EMA is
well known as the exclusive channel partner of 'Cadence Design Systems' for the 'Orcad' suite
of products. All EMA products are distributed through a worldwide network of value added
resellers. Founded in 1989, EMA is a privately held corporation headquartered in Rochester,
New York. EMA Design Automation is a leader in product development solutions ranging
from electrical CAD tools, Data management and PLM systems, services, training, and
technical support.

Research Methodology & Design :

Conduct market survey with the help of questionnaires to existing and new users
(both paper based as well as online based questionnaire).
Conducting secondary research on industry, competitors and marketing methodology.
Samples include existing users and new potential users.
Geographical focus on Bangalore, India.
Research was done using three independent questionnaire covering :
1. Timingdesigner - Existing Customers
2. Timingdesigner - New Targets
3. EDA Builder - New Targets
Questionnaire design was on the basis of reviews through independent and dependent
questions.
Qualitative and quantitative methods for decision making.
B2B customer survey/feedback.

Milestones for Primary research :

Finalization of topic description

Understanding static timing analysis completing preface documentation.
Finalizing research process
Finalizing questionnaire
Identifying target companies and contacts
Start survey
 Completion of survey
Preliminary report
Final report

Products :

1. EDA Builder :

The PCB designing requires symbols and footprints, which involve time consuming work
from designers as its involved with manual repetitive entry which are also error prone. Thus
EDA builder helps in reducing time and processes that are involved in this from the range of
days into Minutes through 'Purpose built tools' provided ,in EDA builder, which is a single
environment for extracting PDF data, managing and formatting pins, generating symbols,
creating footprints, and validating outputs. The unique features of EDA Builder can be listed
as below :

Symbol creation
Footprint creation
Symbol and footprint checking
Automated 3d PCB model creation
Advanced pad control
Circular connector creation

2. Timing Designer :

The designer tool is used for timing critical designs and optimise the timing information.
Timing Designer is ideal for high-speed, multi-frequency designs. Timing Designer can
evaluate comprehensive sets of timing alternatives and provide direction to the most complex
of timing challenges, enabling designers to manage and monitor timing margins through the
design process. Provides a straightforward means to clearly specify the sequence of events
and timing relationships required for modules or subsystems to communicate as expected.
The timing designer involves some features like :

Quickly evaluate alternatives

Analysis interfaces
Document
Advanced delay path analysis.

About This Report :

Throughout this report, customer response data is analysed to identify patterns and arrive at
possible decisions.
Steps followed in Questionnaire Preparation :

Converting Research Objectives into the Variables to be studied and further into
Information Required.
Determining the Population to study.
Deciding on the mode of administering the questionnaire.
Determining the Questionnaire structure.
Physical presentation of the Questionnaire.
Pilot Testing.
Administering the Questionnaire.

Questionnaire :

There were overall three questionnaires for survey.

Questionnaire - 1 : This was prepared to survey existing 'TimingDesigner' customers

of the company.
Questionnaire - 2 : This was prepared to survey new target 'TimingDesigner'
customers of the company.
Questionnaire - 3 : This was prepared to survey new target 'EDA Builder' customers
of the company

Questionnaire Content (Existing customer - TimingDesigner) :

TimingDesigner

Name : .........................................................................................................................................

Designation : ...............................................................................................................................

Company name : .........................................................................................................................

Email Id : .....................................................................................................................................

Contact no. : ................................................................................................................................

1. How long have you been using TimingDesigner?

o Less than 1 year
 o 1 - 3 years
o 3 - 5 years
o More than 5 years

2. What version are you currently using?

o 7.x
o 8.x
o 9 - 9.3
o 9.4x
o Other (please specify) : ..................................

3. What operating systems do you run TimingDesigner on?(select as applicable)

Windows
Linux
Unix
o Other (please specify) : .............................................................................

4. How many TimingDesigner users are there in your organization?

o .......................................

5. What types of designs do you use TimingDesigner for?

o IC / SOC
o FPGA
o PCB
o System
o Other (please/
specify) : ..............................................................................................................
................

6. On a scale of 1 to 10 how confident are you to recommend TimingDesigner to your

colleagues or friends where 1 being least confident 10 being extremely confident.

7. How do you use the tool (check all, if applicable)?

Customer documentation
 Internal documentation
Static timing analysis
SDC generation
o Other (please
specify) : ..............................................................................................................
...............
..............................................................................................................................

8. What methods did you use for timing analysis and/or timing doumentation before
TimingDesigner?

o General purpose tools (Excel, Visio, by hand, etc)

o Commercial solutions (Synapticad, Timing Tool, etc)
o Custom solutions (home grown scripts, programs, etc)
o Other (please
specify) : ..............................................................................................................
................

9. How did you learn about this tool ?

o Internet search
o Email from EMA
o Existing user in other company
o Brochure
o Other (please
specify) : ..............................................................................................................
................

.
10. What sources do you use to gather information about design tools ? Please tick the
priority scale where 1 is least priority and 5 is most priority .

o Conferences/Webinars
o Internet search
o Sales / product representative
o Referrals from friends
o Referrals from experts
11. Why did you / your organization select TimingDesigner?
o Ease of use
o Documentation capabilities
o Timing analysis capabilities
o Compatibility with partner or vendor
o Availability of timing models
o Pricing
o Integration with other tools / design flows already in use
o Other (please specify) : .......................................................................................
o Please add
notes: ...................................................................................................................
...........

12. Can you provide one example of how TimingDesigner has helped you in your job
(any quantifiable ROI would be ideal)?
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................

13. What would you like to see improved in TimingDesigner?

..........................................................................................................................................
..........................................................................................................................................

14. Please briefly describe how satisfied you are with TimingDesigner ?

15. General comments / feedback :

..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................