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The semiconductor industry – recognizing its own fabs can do much more to reduce their carbon footprint – is in a position to help turn the tide on rising temperatures worldwide and more chip companies are launching sustainability initiatives to contribute to the cause.

Shari Liss, executive director of the SEMI Foundation, is determined to help more people discover careers in the microelectronics industry. As a woman and longtime leader in both education and tech, she has a keen understanding of how chip industry jobs are often not visible or accessible to many people. To address this, she is spearheading the SEMI Foundation’s Industry Image and Awareness Campaign. I asked Shari to tell me about herself, her passion for this work, and this important campaign.Williams: When did you join SEMI? What were you doing before? What is your background?Liss: I joined the SEMI Foundation as executive director in September of 2019. I came to SEMI from Ignited, where as CEO I recruited, trained, and placed more than 400 educators in summer fellowships at top companies for transformative professional development that grew the Bay Area’s STEM talent pool and workforce pipelines. I'm an educator, a math geek, a mom, a musician, and a passionate advocate for a stronger, more diverse workforce.Williams: What is the Industry Image and Awareness Campaign?Liss: The Industry Image and Awareness Campaign, which SEMI has been running for several years, aims to dramatically increase awareness of the huge breadth of careers in the microelectronics industry and build its talent pipeline. The current campaign includes national media exposure and education that highlights careers in the U.S. microelectronics industry. It has two main components: a PBS documentary about our industry that will reach up to 60 million households, and an interactive website that will walk visitors through STEM career pathways and provide resources that increase industry awareness and interest, particularly among women, veterans and people of color. Integrated with SEMI’s Global Workforce Development Initiative, the website will help connect prospective talent to job openings while also focusing on the industry’s long-term workforce needs. The platform will function as a seamless point of contact, supporting recruiting and retention for employers while also serving those in need of upskilling or reskilling. It will target current industry workers as well as prospective employees, including students, veterans, and workers in other occupations.The two components will be integrated, with video content from the documentary series embedded on the website to provide inspiring stories from people already working in the industry.Williams: Why is this campaign important? What problem is it trying to solve in our industry?Liss: Currently, SEMI member companies have tens of thousands of open positions. These can only be filled if we aggressively and purposely attack the talent gaps. When we talk with students, soldiers and other diverse communities, they have little awareness of the kind of work there is in microelectronics, the jobs that await them, and the industry itself. Our industry generally does not have the same name recognition or understanding as social media or software companies, and many potential workers don't know about us.Students understand what’s on their phones and tablets – Google, Amazon, Facebook, Twitter, LinkedIn, Instagram, TikTok – but they don’t know that microelectronics technology powers all of it! STEM talent is already tough to find. Our industry’s relative invisibility makes it even more difficult to find the workers we need. This campaign aims to enlighten and inspire a new generation of innovative workers to join the microelectronics industry. Williams: Why does the microelectronics industry need a more diverse talent pipeline?Liss: The workforce development challenges we face as an industry are layered. We all know that our industry – and our need for a skilled workforce – will continue to grow. We also know that women and people of color are widely underrepresented. They face systemic barriers that start in grade school and continue through each individual’s professional journey. This is not only a significant problem from a social justice and equity standpoint, but it also hampers our companies and our industry.A large body of research shows that more diverse companies are more innovative, productive, competitive, and profitable. They also have less absenteeism, better retention, and greater company and customer loyalty. Our industry cannot fully thrive without a diverse workforce. That’s why reversing this trend is a priority and will take significant investments and systemic changes throughout the entire workforce pipeline. If we do that, we’ll have more successful companies and a dramatically improved industry over the next decade.Williams: Who are our partners in this effort?Liss: We are working with Roadtrip Nation and CAEL, both affiliates of Strada Education.Roadtrip Nation is an Emmy Award-winning media and career guidance nonprofit, whose mission is to empower people to define their own roads in life. Each year, Roadtrip Nation selects socially relevant topics for its narrative-based storytelling projects. Content from these “roadtrips” is then disseminated across a wide range of education and media channels to inspire the next generation with a more inclusive view of the future of work. Roadtrip Nation is creating the video content and the PBS documentary series focuses on the microelectronics industry.The Council for Adult and Experiential Learning (CAEL) is a nonprofit that helps forge a clear, viable bridge between education and career success, providing solutions that promote sustainable and equitable economic growth. CAEL is creating our interactive online platform that will clarify career pathways and guide users in navigating the learning opportunities that connect them to industry jobs and enable upward mobility and access to leadership roles.Williams: How are we engaging our member companies in this work?Liss: Our members and their talent needs are at the core of this work and informing it every step of the way. We are ensuring that the campaign meets these needs as well as those of our university partners, students and workforce development peers in the industry. Through multiple discovery sessions, we are capturing our members’ ideas, hiring challenges, skill gaps and other insights. The campaign’s member-based steering committee is guiding the project.Williams: What kinds of companies and leadership have been involved so far?Liss: Participation has already been incredible, with 38 member companies having joined us for more than 15 hours of discovery sessions and brainstorming. A dozen member companies participate in the steering committee, which is currently defining career pathways and industry needs.Williams: What are the participating companies saying so far?Liss: The response has been amazing! It is truly an unprecedented collaboration. Participants have been effusive about the experience. Here are some of their observations:“It was such a valuable and meaningful discussion. I was so glad to see that so many people from this industry are on the same page – perception, challenge, target audience, action items.”“I enjoyed the sessions very much and the insights from all participants, it is a valuable and meaningful cause.”“These are complex challenges that our industry faces, but kudos to you and SEMI for delving into the big issues and formulating a way forward to raise visibility and elevate perception for the next generation of leadership!”“This project will turn out great in the end! I am amazed at the progress in just a few days.”“I’m excited to see where this project can lead our industry! Thank you for all your hard work and leadership.”“The sequence of events was well structured, organized and focused. I strongly believe that these will be of great benefit to the industry!”Williams: What is the end result we’re working toward?Liss: Through powerful storytelling, amazing networking opportunities, and targeted marketing and outreach tools, we will reach millions of potential employees and open their eyes to the terrific jobs and careers in our industry. The awareness campaign, the website, the videos and the documentary series are all tools that will also reach parents, teachers, school counselors, and industry influences, all while supporting our member companies in hiring.Williams: When can the industry expect to begin to see results of the campaign?Liss: The Roadtrip Nation documentary series will likely air in the first half of 2022, and we anticipate the CAEL website to be live by mid-2022.Williams: What’s the most interesting or powerful lesson you’ve learned so far?Liss: The most powerful thing that I’ve learned is that no matter the company, the leader, or the employee, they all agree on the critical importance of attracting and retaining talent to sustain innovation and industry growth. Because industry awareness and image is such a vital challenge, it’s creating a shared passion across companies and participants. It’s been exciting to see this alignment.Williams: Why are you such a champion of this? What does it mean to you personally?Liss: Throughout my career, I have sought opportunities to grow and scale my impact in STEM education. From being an educator, to an administrator, to running a California-based STEM education nonprofit supporting educators, and now in my work at SEMI, I have always looked for ways to reach more educators and students. As my career progressed, my roles shifted to not just education content, but how to align industry and education. I am passionate about providing students with learning environments that help them understand how the subject matter applies to the real world. When we connect abstract concepts to real-world applications, the lessons tend to be so much more tangible and accessible to kids. It inspires them to want to keep learning those subjects and makes it more likely that they will be excited about what they are studying.At SEMI, I love that I can help form partnerships between the industry and education providers to amplify these messages. I look forward to working with industry stakeholders to provide career opportunities for diverse populations, for soldiers, and for women returning to work.For more information about the Industry Image and Awareness Campaign, contact Shari at [email protected]. Michelle Williams is deputy director of the SEMI Foundation.

The fast-growing automotive semiconductor market means big change for the IC supply chain. Beyond the obvious demands for reliability and traceability, the sector is moving towards simpler and lower-cost solutions while facing the daunting challenge of automating driving in a complex world. The need for simpler and cheaper automotive intelligence will likely drive acquisitions to build complete platform solutions that are easier to integrate. This demand has already spawned a market for pre-configured test cars to save developers time and money, and is driving LiDAR (Light Detection And RADAR) towards lower-cost, solid state solutions. “The growth of the automotive electronics market provides a great opportunity for the IC supply chain to differentiate on specialty processes and quality for the high-volume automotive business with its long design cycles,” says Scott Jones, principal, strategy, at KPMG, who will speak in the automotive program at SEMICON West. “This differentiation is a chance to reduce chip suppliers’ dependence on scaling volume for the mobile phone world with its short-cycle volatility of winning and losing sockets.” He notes that increasing demand for automotive ICs is also reinvigorating the eight-inch supply chain and spurring opportunity for specialty products such as compound semiconductor devices for power efficiency. Supplying the automotive market also means addressing automotive reliability requirements, which can be 10 times more stringent than for consumer devices. At the same time, the industry must sustain fast-paced development cycles required for the volume and diversity of low-cost IoT devices, manage the segmented supply chain for both those markets, and still spread development costs. Another big challenge for the supply chain will be to automate testing and update vast amounts of embedded software in these automotive devices. “The more complete solution a company can put together, the more the automakers will gravitate to it. They want simplicity,” Jones suggests. Smaller players will need to differentiate with IP and acquire other IP provider to build a broader platform, or be acquired and folded into an all-in-one solution.AutonomouStuff helps accelerate and simplify development of autonomous driving solutionsAutonomouStuff is helping to speed development of these platforms. The company has grown from a sensor distributor into a supplier in the emerging niche of vehicles preconfigured with key interfaces for sensors and controls. These interfaces can then be customized by integrating different components for developers to test their applications. AutonomouStuff offers developers a lineup of vehicle models pre-configured with the interfaces needed to add desired chips, sensors and software to develop their autonomous vehicle systems. Source: AutonomouStuff.“Whether they’re major chipmakers or AI software startups, they don’t have a year to build their own vehicle platforms themselves for developing autonomous vehicle systems,” says Wolfgang Juchmann, VP sales and business development at AutonomouStuff. Juchmann, a SEMICON West speaker, will bring a demonstration vehicle to the show. “In four to six weeks we can prepare a custom test car with selected sensors, enabling users to start testing their computer platforms and software. It’s faster and more cost-effective for us to supply the car with the needed interfaces.” He notes that developers are using some 300 AutonomouStuff vehicles in the field. AutonomouStuff customers are starting to transition from testing on a single car or two to testing on mini-fleets with 50 to 100 vehicles. Beyond sensors and pre-configured vehicles, the next step will be to add more data intelligence services to help with capabilities like tagging the data for training, Juchmann says. AutonomouStuff already offers hardware to support Baidu’s Apollo open-source software stack and data set. The company was recently acquired by the Swedish holding company Hexagon to help support expansion.CMOS silicon LiDAR nears automotive qualificationInnovations in the hyper-competitive LiDAR market, where burgeoning demand is driving the race to develop various types of solid-state devices, may also help reduce the cost of autonomous vehicles. Among the roughly 40 LiDAR suppliers, at least one – Quanergy – is taking advantage of 45nm and 32nm foundry CMOS volume production. The company uses voltage through the semiconductor stack to change the refractive index, controlling the phases of optical beams and the resulting interference patterns of light exiting the chip to quickly steer the laser beam without the need for moving parts, much like the phased array radar its team developed earlier. Solid state LiDAR image with object recognition software. Source: QuanergySo far, most of the small LiDAR units have shipped to the security, industrial automation, drone, robots and 3D mapping markets. However, Quanergy CEO Louay Eldada, another SEMICON speaker, says the company is also winning automotive designs and expects automotive shipments to take off early next year, once automotive certification testing is completed. “We can get design wins because standard CMOS production at TSMC makes us a known entity,” says Eldada. To prevent component misalignment, the company produces its own specialized packaging to secure the laser, phase control ASIC, optical phased-array emitter, detector array, and receiver readout ASIC at its plant in Silicon Valley or the facility of its automotive partner Sensata. Through its software business, Quanergy offers an artificial intelligence (AI) perception program for object recognition and LiDAR tracking. The solution uses the people-tracker software the company acquired from Raytheon.SEMICON West this year expands to three full days of automotive electronics programming and features a Smart Transportation Pavilion. Other companies with experts who will speak as part of the program include XPT/NIO, Infineon, McKinsey, Voyage, GM Cruise, Bosch, Deepen AI, Airbus A3, Nvidia, Excelfore, Byton, Macronix, SK Hynix, SAP, Xilinx, Achronics, California Fuel Cell Partnership, Velodyne, Lam Research, KLA-Tencor, SCREEN, Rockwell, Versum Materials, TechSearch International, Entegris, ASE, Amazon, Continental and Wind River. www.semiconwest.orgPaul Doe, SEMI