The Race For A New Game Machine:

David Shippy, Mickie Phipps

• Publisher: Citadel Press
• Year: 2010
• ISBN:
  9780806533728
• Topic: Business
• Subtopic: IT Industry
• Index: Business

The pioneering game-chip engineers behind the revolutionary Cell microprocessor tell the story of its creation in this "fast-paced tell-all" ( Steve Cherry, IEEE Spectrum Magazine ). The Xbox 360 and PlayStation 3 game systems have changed the face of home entertainment. But few know the amazing story inside the consoles—how David Shippy and his team of engineers at the Sony/Toshiba/IBM Design Center (STI) forged the tiny miracle at the core of it all: a revolutionary microprocessor chip that set a new paradigm in personal computing. In The Race for a New Gaming Machine, Shippy tells the dramatic story in his own words. Here is a dazzling, behind-the-scenes account of life in the tech world, featuring memorable characters, high-level corporate intrigue, and cutthroat business dealings. At stake were the livelihoods—and sanity—of an unsung group of tireless visionaries. At war were the giants Microsoft and Sony. It's a story that's never been told—until now.

CHAPTER 1

The Holy Grail Vision

At the heart of every successful technical accomplishment, there first existed a bold vision that inspired the team.

Onward Through the Fog. Live Music Capital of the World. Hillary Is Hot! You’re just jealous because the voices only talk to me. Save the Giant Flying Vampire Armadillos.

THIS STRANGE ARRAY OF BUMPER STICKERS on the Volkswagen van in front of me held my attention a moment too long, and I almost missed my turn. I take pride in being a nonconformist, but in Austin, Texas, where “Keep Austin Weird” is the city slogan, I clearly reside deep in “normal” territory. It was February of 2001, and little did I know that I was about to jump on board the ride of my life.

I parked in front of the Gingerman Bar, the epitome of Austin’s funky hippie-yuppie lifestyle. It was once a favorite hangout of mine, and I hadn’t been there in years. I came to meet an old friend who wanted to discuss a job with me. A secret interview, he’d cautioned seriously when he phoned. I came mostly out of curiosity, for I was not in the job market. I glanced around the parking lot but didn’t see anyone I knew, no one to break my cover—I already disliked all this cloak and dagger stuff.

A cool breeze cut through me when I stepped out of my car, making me glad I’d swapped my baggy cargo shorts for a pair of faded jeans. Sandals flapped against my heels as I walked. No suit, tie, and spit-shined shoes, no well-crafted resume in hand. I heaved open the massive door, pulling against the wind. I barely squeezed inside before the door sucked closed behind me with a bang, nearly hitting me in the heels. I glanced into the entryway mirror and brushed a hand across my hair, but it was stubborn and chose to stick straight up despite my best efforts. Good enough, I thought, as I flapped a hand at my disheveled reflection.

Dim overhead lights and meager sunlight from the grimy windows did little to brighten the spacious bar. I snagged my Oakley sunglasses into the top buttonhole of my Hawaiian shirt.

“Shippy!”

I turned and moved in the general direction of the voice. Even though I couldn’t see well enough to identify the speaker, I knew who it was: the man I came to see. My eyes adjusted, and I spotted Jim Kahle in a corner booth. I lifted a hand in recognition and headed that way, weaving between a jumble of mismatched tables and chairs where a handful of patrons sipped tall glasses of beer.

I studied my old friend as I approached. He was fortyish, but he looked as lean and athletic as ever. Yellow polo shirt tucked into faded blue jeans. Well-worn running shoes. He still brushed his wavy sandy-blond hair straight back, but now it revealed a deeply receding hairline and a sunburned forehead.

He stood up to greet me, and we shook hands and patted each other on the back. Two years had passed since the last time we met, so all week I’d looked forward to seeing him again.

Kahle and I shared a long intertwined history as microprocessor designers at IBM. We first met in the fall of 1989 when I transferred from Endicott, New York, to Austin, where Kahle became my manager. We clicked right away. We both possessed an aggressive style, a hard work ethic, and a “victory or death” attitude about work and life in general. We found common interests outside of the office including soccer, water skiing, and drinking beer. Ten years later, at the height of the technology boom, I left IBM to seek my own mythical dot-com fame and fortune at a local startup company. Kahle stayed on at IBM, diligently climbing the corporate ladder, becoming a Distinguished Engineer, a recognized force throughout the company. His team produced the microprocessor chips that put IBM in the lead in high-performance Unix servers and powered Apple’s resurgence in the personal computer market.

I slipped into the opposite side of the booth, sinking into well-worn burgundy leather. I teased him about the need for secrecy. “What’s up with that?” I asked. “Don’t tell me…the CIA wants us to solve the problems with global security, right?”

Kahle just smiled, looking every bit like the cat that swallowed the canary. “We’ll get to that,” he said. He had a secret worth sharing, but he was going to play it for all it was worth. He bought the beer, so I didn’t mind waiting.

We talked about our families, caught up on personal events of the past few years, sipped on frosty mugs of dark beer. Kahle’s three children were a couple of years older than my two sons, but still close enough in age that we had a lot in common. Parenting can be the universal leveler.

A half-hour passed, and I glanced at my watch. When would Kahle get to the heart of the matter? Silence settled heavily into a momentary gap in our conversation, and the polite pleasantries ended abruptly.

Kahle leaned across the table, whispering inspired words charged with intensity, filled with passion. He described a powerful partnership recently formed between Sony, Toshiba, and IBM to build the processor for the next version of the PlayStation game console. Sony was the biggest game player in town, with over 55 million PlayStation and PlayStation 2 units sold worldwide. Game developers flooded the shelves with over 430 million copies of game software for the PlayStation line. There were no official announcements of the partnership yet, and Sony insisted on keeping it quiet for as long as possible. Hence the need for secrecy.

“With this project,” Kahle said, “we have the potential to hit a home run and take over the entire home computing market. Or”—he paused and shrugged his shoulders—“we could just hit a single and go build a cool chip for a game machine the whole world loves. At the very worst, we’d have some fun.”

Both prospects intrigued me.

I took a long pull from my beer. These babies weren’t just toys—they were high-performance computing engines. Music to my ears. I’d worked on microprocessors for everything from mainframes all the way down to notebook computers. Designing a game machine would be a welcome change, and the software would be much sexier than the corporate stuff running on most of my previous designs.

“Okay. You’ve got my attention,” I said.

Kahle squirmed and continued with his story, setting the bait. He represented IBM when these three high-tech giants collaborated on an idea for the PlayStation 3, a revolutionary game machine intended to turn the electronic games industry upside down. I was shocked at the extraordinary amount of money involved in this endeavor. Sony, Toshiba, and IBM agreed to spend $400 million over five years to develop the processor for this machine. Kahle’s eyes gleamed as he told me that this path-breaking, joint development venture, dubbed the STI Design Center, would be located right here in Austin. On top of that, this powerful threesome planned to spend billions of dollars for two state-of-the-art chip fabrication facilities. Sony also agreed to pay IBM hundreds of millions to set up a production line at their new facility in Fishkill, New York. That’s a lot of money to spend before a single chip rolls off the line.

“Sony’s Ken Kutaragi was the instigator who brought the three companies together for this adventure,” Kahle said with just a hint of triumph in his voice. He looked disappointed when I failed to respond with appropriate awe. “Kutaragi is president and CEO of SCEI, Sony’s video games division.”

“Oh.” I wiped off some of the gathering condensation on my mug, stalling for a moment while I considered this. “I’ve been a little busy the last few years.”

“But he’s known everywhere as the father of the PlayStation.” Jim emphasized his words with extended arms, palms up. He studied my face, apparently looking for some aha moment, some sign that I recognized this famous man.

“Jim, I barely know what a PlayStation is.”

“Hmph,” he said, shaking his head, still unable to fathom the depths of my ignorance. “Okay. So I’ll give you a quick education. Kutaragi single-handedly led Sony into the game world, and the PlayStation game machines and software became the heart and soul of Sony’s business model. It’s their most successful product ever. With the PlayStation 1 and PlayStation 2’s phenomenal success in his pocket, Kutaragi felt he must and could realize a grander dream for the broadband market looming on the horizon. He wanted the PlayStation 3 to be a personal computer that also played games, with a chip that could take on roles in many broadband applications, from on-demand television to online gaming to real-time video chats.”

As J. R. R. Tolkien might have put it, I thought, “One chip to rule them all / One chip to find them / One chip to bring them all / And in the darkness bind them.”

“Remarkable,” I said, struck more by Kahle’s admiration for this man than by the story itself. Kahle is not one who is easily impressed.

Kahle was on a roll and went on to describe Kutaragi’s reputation as an excellent problem solver and a forward-thinking engineer. “That proved true enough during the project planning stages, though I also found him to be demanding and unyielding. To achieve his vision, Kutaragi needed help from experts in processor development and silicon manufacturing. Sony brought expertise in consumer markets, Toshiba in high-volume products and we, IBM, brought microprocessor and system design experience.”

“That’s a pretty high-powered partnership for just one chip-development effort,” I mused.

“Oh, it may be just one chip, but it’s much more than just one product,” Kahle replied. “The building-block potential of this processor inspired each company to nurture visions of using this design in their traditional product lines. Toshiba plans to incorporate it in high-end televisions, and IBM is contemplating using the new chips in high-performance servers.”

Maybe I didn’t know Kutaragi, but I still recognized the rare opportunity this partnership represented. When Kahle took a breath, I reached across the table and shook his hand, congratulating him on his accomplishment. “It’s a well-deserved honor for you to serve as IBM’s point man for negotiations with Sony. Outstanding!”

Kahle modestly claimed he was just lucky, but I knew differently. He was bright, maybe even brilliant. After graduating from Houston’s Rice University, he accepted an assignment with IBM’s research group, the beginning of a career-long tie to the folks in Yorktown, New York. His first assignment took him into design tools—money-saving, software-based programs that improved the quality of a design by automatically checking for errors, cross talk in the wires, and other design points that exceeded acceptable limits. He integrated those cutting-edge tools into the design process for the chip that eventually put IBM in the lead in high-performance Unix servers.

Kahle spent nearly twenty years of his life at IBM, serving as a key player on several highly successful development efforts including the breakthrough server chip known as the Power4 Gigaprocessor. He was very smart and very aggressive, big reasons why he was one of the most influential engineers at IBM.

I recalled the first time he invited me to play soccer. I scrounged around in my closet, found my old cleats, and brushed off the dust from a few years of neglect. Half an hour on the field and I was stiff, sore, and exhausted, but not giving up. I joined Kahle on the front line, and we tag-teamed the ball toward the goal. When we failed to score, Kahle ran across the field and screamed in my face for not hustling enough. He prided himself for being the fastest, most aggressive player on the field. He made up for any lack of ball-control skills by out-hustling his opponents. He was a bully, but I admired his competitiveness.

Whether playing soccer or designing a new chip, losing was not an option. Kahle was quick to reject those who didn’t agree with him, and more than one IBMer’s career suffered for crossing him. The Sony chip lay on Kahle’s career path; it was his next stepping stone. Nothing would keep him from success. I was more than a little flattered that he saw me as an asset in that venture, but I remained on the fence about joining up. I enjoyed the impact I could have in a small company. Going back to a big company like IBM wasn’t exactly appealing.

I drained my mug and then motioned to our waitress for another round.

Kahle described his new design center, which fell under the auspices of IBM’s Microelectronics Division. “I spent the first few months of the STI partnership serving as the director in charge of both business and technical issues, even helping to write the contract. Boring stuff. As you can imagine, I was dying to get involved in chip design. The technical complexity of the chip soon consumed my interest, my energy, and my time, leaving little for the business side of things. Paperwork fell into complete disarray, I had no time for staffing, and the executives started to worry.”

“I doubt anyone could handle both of those challenging jobs,” I sympathized. As I well knew, Kahle was a technical wizard. He would perform much better in an engineering position than he would in a management or business role.

“Maybe not, but I quickly found out that I didn’t want to handle both jobs. I took the title of chief engineer, focusing on what I do best, chip architecture. I let others handle the contracts, financial controls, staffing, and other adminis-trivia. Finally, I was in the right place.”

I had no doubt he’d made the right decision. He wielded a strong influence over any IBM team, and they generally accepted his technical command as absolute rule.

Kahle finally zeroed in on the point of our meeting. One of the first jobs he needed to fill was that of the chief architect for the PowerPC microprocessor core, the “brains” of the chip. “That’s where I need you, Shippy. You’ve always delivered high-quality innovative solutions for me.”

I liked the sound of that. As the chief architect, I would take on the coveted role of the technical lead, defining the fundamental blueprint for the PowerPC microprocessor core. It was a once in a lifetime opportunity, the kind of job every engineer desires. It would allow me to exercise all of my creative and innovative engineering muscles and have a major influence on the design. I leaned back in the booth, ignoring the creaking of the old leather seat, and looked Kahle in the eye. Cutting-edge technology, a chance to be in the thick of things, a key leadership position, ground-floor opportunities—who wouldn’t be interested?

Kahle sensed a win and immediately moved to close the deal. “This project is extremely important to the IBM Corporation, and folks like you, hired into key positions, will be heavily rewarded.”

I smiled at that. He definitely knew the way to my heart. I said, “You just caught yourself a fish.”

We spent another hour or so reminiscing about the good times we’d enjoyed together in the mid-1990s at the Austin-based Somerset Design Center, a joint venture between IBM, Motorola, and Apple. Somerset challenged Intel for the PC market with a sleeker, cleaner, PC version of IBM’s standard Power server chip, called PowerPC. The Somerset office lay outside the main IBM campus, purposefully free of most of the bureaucracy found in industrial giants, thus creating the impression of a small, privately-run company. It was IBM’s bid to give its entrepreneurs the freedom to create and to invent. Kahle’s team delivered the first Somerset microprocessor, the PowerPC 603, and then Kahle brought me on board to architect the follow-on microprocessor, the PowerPC G3. Exciting times! The engineers on my team actually believed they could beat Intel, and I guess I did, too. We worked long and hard on our chip designs, and we frequently ended the day on a sand volleyball court at the design center or at the nearby Arboretum drinking beer together. We were a tight group.

Kahle threw big parties for the design team at his house, nestled on the cliffs overlooking Lake Austin. Always a savvy investor, he built his house back in the 1980s before the rest of the world discovered Austin. The folks at his parties were rowdy and consumed lots of beer and margaritas. Kahle cooked his famous “Kahle burgers,” delicious, if technically inelegant—thick, hearty, and smothered in cheese. Classic rock tunes from the 1960s and ’70s played in the background. There were generally two camps of folks at the parties: The first camp wanted to talk nonstop about work (shoptalk). They could pontificate ad nauseam about the details of their work. The second camp, which I belonged to, ...

Table of contents

• Cover
• Copyright
• Contents
• Introduction
• Acknowledgments
• Note to the Reader
• Prologue
• CHAPTER 1: The Holy Grail Vision
• CHAPTER 2: Building a Team for Success
• CHAPTER 3: Know Your Competition
• CHAPTER 4: Do Your Homework
• CHAPTER 5: Inspire Innovation
• CHAPTER 6: Work Hard, Play Hard!
• CHAPTER 7: Enable Engineering Risk-Taking
• CHAPTER 8: Enable Corporate Risk-Taking
• CHAPTER 9: Stay Positive, Even in the Swirl of Controversy
• CHAPTER 10: Keep Up the Pace
• CHAPTER 11: Be Proactive, Anticipate Problems
• CHAPTER 12: Celebrate Success!
• CHAPTER 13: Plan Ahead, Be Persistent, and Be Patient
• Epilogue
• Nerd Word Alley
• Index