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Design-led marketing with SVEN

Rambus CMO Jerome Nadel recently curated a Silicon Valley Executive Network (SVEN) event that convened at Accenture’s Redwood Shores Liquid Studio to explore how design thinking can create a truly competitive advantage.

Nadel, who has a background in psychology and scientific research, as well as experience in both design and marketing, opened the conference by noting that design-led marketing is characterized by a logical sequence and cadence.

“Marketing should start upstream during the strategy and ideation stage and continue during prototyping, launch and downstream promotion,” he explained. “Understanding user experience (UX) is especially critical because UX and marketing are inexorably interrelated. The connection between UX and product marketing was reinforced with the Design Council’s Double Diamond, diagraming that both focus on designing (or developing) the right thing and designing things right.”

Looking beyond Dennard Scaling

Robert H. Dennard co-authored his now-famous paper for the IEEE Journal of Solid State Circuits way back in 1974. Essentially, Dennard and his engineering colleagues observed that as transistors are reduced in size, their power density stays constant. Meaning, power use stays in proportion with area, as both voltage and current scale (downward) with length.

Semiconductor Engineering highlights side-channel attacks

Brian Bailey of Semiconductor Engineering recently penned an article highlighting the danger side-channel attacks pose to connected devices and systems.

“As the world begins to take security more seriously, it becomes evident that a device is only as secure as its weakest component. No device can be made secure by protecting against a single kind of attack,” Bailey explained. “Encryption and root of trust can add additional layers of protection. But even then, the system may not be secure.”

Let’s talk about the future of mobile payments

Mobile payments currently offer a number of benefits for consumers, retailers and financial institutions. However, next-gen mobile payments will shape the contours of a new retail paradigm that can help redefine the traditional brick-and-mortar experience.

Indeed, shopping will one day become a truly interactive experience, with Bluetooth and Wi-Fi beacons scanning digital profiles, stored in the cloud and accessed on mobile devices and wearables, to generate recommendations in real time.

Simplifying tokenization for mobile payments

Martin Cox, a Strategic Product Marketing at Rambus Bell ID, recently observed that technologies such as tokenization are steadily evolving as the mobile payments ecosystem matures.

“Now a security requirement for paying by smartphone, banks are faced with the challenge of implementing and managing tokenization,” he explained.

Tom’s Hardware highlights DPA countermeasures

Earlier this week, we announced that NVIDIA had licensed Rambus’ Differential Power Analysis (DPA) countermeasures to protect its visual computing products against side-channel attacks.

As Nathaniel Mott of Tom’s Hardware reports, Rambus’ countermeasures will help protect NVIDIA’s GPUs from side-channel attacks that steal encryption keys by measuring the power consumption of a device.

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