Is your embedded system supplier "board agnostic?"

By Joseph Normandin

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.

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The Mil & Aero Bloggers

John Keller is editor-in-chief of Military & Aerospace Electronics magazine, which provides extensive coverage and analysis of enabling electronic and optoelectronic technologies in military, space, and commercial aviation applications. A member of the Military & Aerospace Electronics staff since the magazine's founding in 1989, Mr. Keller took over as chief editor in 1995.

Ernesto Burden is the publisher of PennWell’s Aerospace & Defense Media Group, including Military & Aerospace Electronics, Avionics Intelligence and Avionics Europe.  He’s a father of four, a runner, and an avid digital media enthusiast with a deep background in the intersection of media publishing, digital technology, and social media. He can be reached at ernestob@pennwell.com and on Twitter @aero_ernesto.

Courtney E. Howard, as executive editor, enjoys writing about all things electronics and avionics in PennWell’s burgeoning Aerospace and Defense Group, which encompasses Military & Aerospace Electronics, Avionics Intelligence, the Avionics Europe conference, and much more. She’s also a self-proclaimed social-media maven, mil-aero nerd, and avid avionics geek. Connect with Courtney at Courtney@Pennwell.com, @coho on Twitter, and on LinkedIn.

Mil & Aero Magazine

December 2013
Volume 24, Issue 12
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