Gennum Corp.’s Snowbush IP group has developed new intellectual property that will help speed the transfer of data from devices to optical drives or newer hard drives. The new physical layer (PHY) IP, designed for mass storage devices, has been optimized to deliver a low-power solution with a small silicon footprint. By eliminating the need for companies to develop complex technology in house, Gennum can shorten the development cycle by as much as a year. Ewald Liess, GM of the Snowbush IP group for Gennum, said customers must be able to support the latest data rates without the development risk. "We have developed and verified one of the most complex interface functions for mass storage devices, enabling customers to dramatically reduce the time and resources associated with in-house development, while at the same time helping them meet their goal of achieving first-pass silicon success with a very power- and area-efficient solution,” he said.