UltraSoC taps region for new chief exec
UltraSoC, the Cambridge-based developer of advanced debugging and analytic technology for embedded systems, has appointed Rupert Baines as its new CEO.
Baines, a Bath-based 30-year veteran of the global semiconductor and communications industries, has previously held senior roles in both start-ups and prominent trans-national companies. Most recently he was VP of Strategic Marketing at Mindspeed in Bath following that company’s acquisition of Picochip (now part of Intel), where he had served as VP of Marketing. His CV also includes spells at first:telecom (acquired by Atlantic Telecom for $818 million), Arthur D Little and Analog Devices, where he played a key role in the development and mass-market adoption of digital subscriber line (DSL).
“UltraSoC has a great team and game-changing technology,” said Baines. “We’re not only empowering designers to create better products ‘first-up’, more quickly and easily – we’re also giving them the opportunity to use connectedness and analytics to refine the performance and features of those products when they’re actually in use. This really has never been possible before.”
UltraSoC’s core offering embeds debug and analysis capabilities into the silicon chips that are used in today’s electronic products. This allows chip designers to design and debug their devices more quickly, and to offer their customers innovative features such as in-service power consumption optimization, self-testing and failure detection.
“Rupert has an outstanding track record of success in leadership and category definition in technology markets,” said Chris Gilbert, Chairman of the UltraSoC board and formerly CEO of Swindon-based Ubiquisys, acquired in 2013 by Cisco in a $310m trade sale. “We believe his passion and ability to translate great technology into real-world impact are exactly what’s needed to take UltraSoC to the next level of success.”
UltraSoC’s VC investors include Octopus Investments, whose Ventures team has helped build global businesses such as Zoopla Property Group, Secret Escapes, SwiftKey, graze.com and YPlan.
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