Welcome to The Mil & Aero Blog. This is where our staff recount tales of the strange, the weird, and the otherwise offbeat. We could put news here, but we have the rest of our Website for that. Enjoy our scribblings, and feel free to add your own opinions. You might also get to know us in the process. Proceed at your own risk.
Saturday, August 28, 2010
Is your embedded system supplier "board agnostic?"
Posted by John McHale
I know what you’re thinking -- please not another marketing buzz term. I hope "board agnosticism" or "board agnostic" doesn't fall into that category, because I fear I may have accidentally coined it this week at the AUVSI show in Denver while talking to embedded systems designers.
It came up during conversation with Michael Humphrey of APLabs, now a part of Kontron about how they are still going to use Kontron's competitors' single-board computers in the rugged electronic systems and chassis APLabs designed, and not become a Kontron-component only shop.
So I went around the corner and asked the folks at Curtiss-Wright Controls Electronic Systems if they were board agnostic too? Curtis Reichenfeld, their chief technical officer, replied "yes, we are board agnostic, absolutely, we give the customer what they want. I love that term by the way!"
I thought oh hell, I just gave the embedded community another marketing mumbo jumbo phrase, like ecosystem, or thought leader. I'm going to see board agnostic in a flurry of press releases the rest of the year, and know I only have myself to blame.
Could be worse, a company could say that their board product is "best of breed"... Ugh. It drives me nuts when I see an electronic chip or software tool labeled as best of breed like it's an entry in the Westminster Kennel Show.
I got one other linguistic gripe before I end this -- whiteboarding. A colleague recently told me we need to back to the office and whiteboard our goals.
Whiteboard is NOT a verb.
Subscribe to:
Post Comments (Atom)
Great reporting from the AUVSI show John!
ReplyDelete