27 - 28 October, 2020

Virtual Conference

Keynote Speakers

Keynote Speakers

Victoria Mitchell
Vice President, Systems Engineering, Arm


The Benefits of Hardware DevOps

At the macro level, innovation in product development methodologies track across product types—be that software, hardware, or systems—even if the catalyst for the innovation is different. Agile methods, which originated in software to improve estimation and schedules, are becoming more common in hardware IP as design teams realize the benefits of being able to quickly prototype a feature and get quality feedback sooner. Software Development Operations, or DevOps, originated from the need to update web systems at short notice, and sometimes even on “live” web servers – hence DevOps’ emphasis on Continuous Integration and Continuous Deployment (CI/CD). CI and CD can be applied to hardware IP development, bringing benefits including a shift-left on quality as well as “making space” in engineering resource loading through automation that allows time to address technical debt and research new technologies. Examples of both Agile planning and DevOps will be shared, where these techniques are being used within Arm IP Product Group (IPG)’s Central Engineering in the development of Systems IP and Media Processors.

Victoria (Vicki) Mitchell leads at ARM the Central Engineering Systems Engineering group within IPG. Systems Engineering works with global Arm engineering teams and the Arm ecosystem in the development, analysis and verification of Arm systems, production of key Systems IP (such as bus interconnect, DMA, GIC, SMMU, Display Controllers, ISP), and the development of Arm testchips. Vicki joined Arm Ltd in Cambridge in 2018 as the VP of Technology Services Group, where her remit was to define, promote, and lead the transformational change program that will deliver a >2X improvement in operating cost and design efficiency through the use of cloud compute, machine learning, operational research / design analytics, and big data. She has continued to deliver that strategy after her transfer to Central Engineering Systems and relocation to Austin, TX in 2019.

Vicki has over 30 years’ experience in low-level, systems software, the majority of which has been for semiconductor companies including Altera, Intel, Cirrus Logic, SigmaTel, and IDT. Vicki holds a BS in Software Engineering from Colorado Technical University and an MS in Data Science from Northwestern University.


Moshe Zalcberg
CEO of Veriest Solutions


I Like Being Surrounded by Good Ideas: Any Good Ideas We Can Borrow from the Software World?

Many industries are undergoing a major transformation in the last years, but it seems the verification practice is still basically where it was decades ago, with very minor improvements since. On the other hand, new bigger projects enabled by the on-going Moore's law race, pose increasingly harder verification challenges – that our industry is struggling to keep up with.
It seems that our friends in the Software industry also face big challenges, but they have been introducing many and different approaches, methodologies, technologies to do things better.
This keynote presentation will discuss the challenge and review some possible ideas we may be able to borrow from our neighbors – and maybe some things we can contribute to them.

Moshe Zalcberg is CEO of Veriest Solutions, an international design house providing a range of professional engineering services. Veriest’s engineering teams in Israel and Europe include experts in ASIC & FPGA design, functional/formal verification, virtualization, embedded software and other technical domains. Moshe has more than 20 years of experience in the semiconductor and design automation industries, having spent over 12 years of his career at Cadence Design Systems, as General Manager Israel, and European Director of Professional Services. He also served as GM Israel and VP of Business Development with Presto Engineering, a product engineering services company. Moshe is an Electrical Engineering graduate of the Technion Israel Institute of Technology and holds an MSc in Electronics and an MBA, both from Tel Aviv University.


Dr. Matthias Traub
Head of Architecture & Technologies Car Software Organization
Volkswagen Group


Challenges of a sustainable innovative automotive computing architecture

The beginning of the digital age into the 21st century, enabled by the invention of the microprocessor, enables us today to have more and more everyday tasks and responsibilities taken over by various software and systems. The technology is developing exponentially so that the underlying (computing) systems have to meet ever more complex and greater demands. Innovative and sustainable products are based on a framework that can grow and adapt to constantly changing requirements. The separation of software from hardware is an essential part of innovative and sustainable software-driven products. With a view to the automotive industry, questions arise about the design of an innovative electric/electronic architecture and the associated challenges of driving a software-centered approach with a simultaneously layered architecture, in order to be able to map any desired (driving) function quickly and efficiently in the future.

Dr. Matthias Traub, since December 2019, Head of Architecture & Technologies Car Software Organization @Volkswagen Group

Professional career

2017 – 2019 Head of E/E-Architecture, Security, Connectivity and Computing Platforms BMW AG

2012 – 2017 Chief architect and head of e/e architecture platform BMW AG         

2010 – 2012 Architect for electric/electronic (powertrain and chassis)         BMW AG        

2007 – 2010 Engineer for gateway ECU Daimler AG

Education/ Academic studies

2007 – 2010 Ph.D. Thesis “Network Architectures In-Vehicles” Daimler AG /KIT

2001 – 2007 Studies of “Electrical and Systems Engineering” KIT 


Dr. Mike Mayberry
Chief Technology officer at Intel Corporation


The Future of Compute: Verification in the era of Heterogeneous Design

The digital transformation continues to gain momentum and is changing the shape of business, industry and consumers around the world. This transformation is characterized by continued strong demand for compute at all points in the network – at the core, the edge, and at the endpoints. Data continues to grow at an exponential rate and not only drives the compute requirements, but also requires efficient solutions for movement and storage of data that is critical for overall performance. From device to cloud, new applications and use cases are continuously emerging. In addition to continued dimensional, materials and device scaling, Moore’s Law will evolve to meet the challenges and complexity of heterogeneous 3D integration, and novel architecture integration schemes that will continue to grow. This transformation demands that we adapt our design thinking and move from monolithic self-contained systems to a data/information approach where the system solutions encompasses all the elements needed to convert data to information. These integrated but heterogeneous application-specific design solutions will require different verification and testing approaches to be successful.

Dr. Michael (Mike) C. Mayberry is the chief technology officer at Intel Corporation. He is a senior vice president and general manager of Technology Development, where he is responsible for the research, development and deployment of next-generation silicon logic, packaging and test technologies that will produce future Intel products.

Since joining Intel in 1984 as a process integration engineer, Mayberry has held a variety of positions. As part of the California Technology Development team, he developed EPROM, flash and logic wafer fabrication processes. In 1994, he moved to Sort Test Technology Development, responsible for roadmaps and development of test processes for Intel microprocessors. In 2005, he moved to Components Research and was responsible for research to enable future process options for Intel’s technology development organizations. In 2015, he moved to Intel Labs and became responsible for Intel’s product-driven research. In 2018, he moved to the Technology Development group at Intel.

Mayberry received his bachelor’s degree in chemistry and mathematics from Midland College and his Ph.D. in physical chemistry from the University of California, Berkeley.