Read Tensilica CTO Chris Rowen's Interview in EDN Magazine

From the interview:
Q. What is the biggest challenge facing the business of SOC design for advanced applications?

A: We happen to be doing it with this notion of the application-specific data processor. But the bigger problem we're addressing is: How do we take all of this hypothetical capability in deep-submicron technology-28 and 22 nm? You can build these chips with a billion transistors and turn it into something that's an efficient and unique world-changer in that segment. Then, do that [scenario] over and over again in the hundred subsegments where people build electronics. All these smartphone categories and digital-television categories and home-network categories are enabling simultaneous innovation by teams with different skills. How do we engender and encourage the sort of creativity that can create new leaders in each of these segments?
Read the full interview.