Some of you might remember a late 1970s comic routine called "Raymond J. Johnson Jr" The character (shown at left) becomes annoyed when addressed as "Mr. Johnson" and exclaims "My name is Raymond J. Johnson, Jr…now you can call me Ray, or you can call me J, or you can call me Johnny, or you can call me Sonny, or you can call me Junior; or you can call me Ray J, or you can call me RJ, or you can call me RJJ, or you can call me RJJ Jr but you donâ€™t hasta call me Mr. Johnson!"
Lots of equivalent names for the same person. Sometimes that happens in science and sometimes the exact opposite happens where lots of different things are all known by the same name – for instance 3D.
At the recent Suss Workshop at Semicon West, I started of my 3D IC status lecture by pointing out the confusion occurring in the trade press about the term "3D." Below is a copy of the slide that I used. The culmination for me was the report released by the Taiwan trade development council July 5 with the catchy headline "TSMC may beat Intel to 3D chips." With a title like that this piece was widely picked up by the trade press and reprinted dozens of times on blogs and web pages by that evening. The example that I gave on the slide is EE Times (because it is the most prestigious of the lot) who appropriately referenced the original source (which may I say many others did not do) . In this haste to get material out to "the readership," no one appeared to have read the article to see that the original report was comparing apples to oranges or in this case TSMC 3D IC with TSV to Intelâ€™s announced finFET 3D IC transistor structures [ see IFTLE 50 "Words of Wisdom"]. Iâ€™m sure the trade development council authors, simply didn’t know the technical difference but the "copy cats," those who cut/paste and reprinted …well they either also lacked the technical acumen to know the difference or simply didnâ€™t read it. EE Times corrected the story on July 11, curiously the same day the blog "SemiAccurate" lambasted them for their reporting [link]
When it comes to 3D be careful that you understand what youâ€™re reading about and donâ€™t always trust that the author has the knowledge or took the time to do the same.
In April 2009 , PFTLE openly proposed that Applied appeared to be positioning to become a "one stop shop" for those interested in 3D IC (see PFTLE, "Samsung 3D ‘Roadmapâ€™ That Isnâ€™t"). In June of 2010 I added Novellus to that list as they announced a series of products aimed at the wafer level packaging and 3D IC with TSV markets [ see IFTLE 3 "….on Finding the Beef and Finally Addressing 3-D IC"]