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Valuable Strategy, or A NEW LABEL ON AN OLD PACKAGE?

Critics call it mere marketing, while supporters claim it focuses embedded market on software development

By Lisa L. Morgan

April 15, 2006 — (Page 1 of 5)
Device Software Optimization is a relatively new concept that is meant to effect a fundamental shift in the way developers approach embedded designs. Its purpose is to bring software development efficiencies common to enterprise development—code reuse, openness, standardization, process efficiencies and software development cost savings—to the embedded design community. The problem with DSO is that it lacks a common definition at an industry level, which makes it all the more difficult to tell whether DSO is a marketing ploy, a methodology or a new technology.

Wind River Systems coined the term Device Software Optimization, or DSO, to give a name to the trends it saw emerging in the embedded space, to put a label on a product strategy that would better enable Wind River to address those trends, and to rally the industry in a manner that would essentially change how embedded designs are approached.

One sure way to establish “industry leadership” is to create a new market category that competitors, partners and customers adopt. Wind River has achieved this to some degree. Enea and Green Hills Software are actively promoting DSO. MontaVista Software and QNX Software Systems refused to discuss the subject with SD Times.

“Wind River put the concept out and everybody jumped on board, but the vendors are fine-tuning the message to fit their own stories,” said Chris Lanfear, director of the Embedded Software Group at research firm Venture Development Corp. (VDC).

As Lanfear observed, the three big proponents—Enea, Green Hills and Wind River—all have a slightly different view of DSO and each is placing a slightly different marketing spin on it. Wind River is investing significantly in DSO, and not just from a promotional standpoint. The company also is realigning its product strategy to reflect the DSO trend.

“DSO is Wind River’s realization that the key to software development is getting to market faster with better code,” said Dan O’Dowd, CEO of Green Hills.

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