presenter: dr. leo li -...
TRANSCRIPT
SPREADTRUM
Analyst Day PresentationPresenter: Dr. Leo Li
GSM Base Band IC Product Review
. 22008-6-18 Proprietary and Confidential Information
SPRD GSM Strategy
Focus on the largest market segment: feature phone–6800D to offer a feature rich solution–6600H to compete with MT6223–6600R to compete with MT6225
Total solution to enable customer quick TTM–Complete reference design–Open system approach provides more flexibility–Timely customer support
Strategic win-win partnership –ODM and IDH build off Spreadtrum platform–Leverage local relationship and government supports–Multiple-generation solutions enable smooth upgrades
Product differentiation and cost optimization–Unique Dual-SIM feature–More integrated multi-media functions–More value proposition for customers–Cost down roadmap to compete in the future
. 32008-6-18 Proprietary and Confidential Information
More Market Share Gains Targeted
Mediatek, 56%
TI, 9%
Infineon, 14%
NXP, 6%
Qualcomm, 3%
12%MediatekTISpreadtrumInfineonNXPQualcommOthersSource: iSuppli
2007 Market Share in GSM/GPRS (Local OEMs)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2006 2007 2008 2009 2010
% o
f Tot
al S
hipm
ents
Upgrades - WWUpgrades - ChinaExports by China OEMs
Sources: iSuppli, Roth, Company estimates
Spreadtrum expects to gain share in exports and latent replacementsExport market becoming bigger driver for local OEMsMore rapid upgrades (both China and WW) favors more integrated / multimedia phones
. 42008-6-18 Proprietary and Confidential Information
SPRD Technology Innovation in 2.5G and 2.75G
Integrated PMU
Integrated Multi-media features
Unique Dual-SIM approach
Self-developed Protocol Stacks (multi-generation migration and quick development)
Integrated high quality audio performance
Integrated LCD driver and handwriting features
GPS ready design
Mobile TV ready design
Multi-standard design and easy migration to 3G and higher
. 52008-6-18 Proprietary and Confidential Information
Spreadtrum’s Unique Competitive Advantage
External Devices(Camera/Microphone/LCD/Storage Cards)
Memories
BB+PMU+MP/APPA Quorum
RFAntennaSwitch
Protocol Stack
Application SWSDKToolsApplication Service API
DVBReference
Design
Lower the development risk
Lower the development risk
Key component selection
Key component selection
CompetitiveBOM (HW, SW)
CompetitiveBOM (HW, SW)
Less dependant on outside expertise
Less dependant on outside expertise
We Provide Unique Total System Solution
. 62008-6-18 Proprietary and Confidential Information
Expanding customer base in China
Spreadtrum Platform has been used in many Spreadtrum Platform has been used in many 11stst tier China customerstier China customers
Spreadtrum Handset Solution
. 72008-6-18 Proprietary and Confidential Information
2.5G Roadmap
2007 2008 2009 2010
6600R
ARM9 192MHz5M DCMP4/2DVGA
6600H
ARM7 96MHzMP3/AAC/MP4 2M DCQVGA/HQ Audio
ARM7 96MHzMP30.3M DCQVGA/HQ Audio
RF/BB
EDGEARM9 Dual CoreMP3/MP4/H.2645M DC/HQ AudioUSB OTG
MP3/AAC3M DCQVGA/HQ Audio
6800D
6600D
6600I
ARM7Dual SIMMP3/Motion Jpeg
ARM7MP3/MP42M DCDual SiMEntry Entry
PhonePhone
Feature Feature PhonePhone
Advanced Advanced PhonePhone
EDGEARM11MP3/MP4/H.264VGA/3D
Rhine
Rhinelite
Himalaya+
K2
. 82008-6-18 Proprietary and Confidential Information
Traditional Dual-SIM Approach
1 2 34 5 67 8 9* 0 #
MemoryMemory
BaseBand(main)
BaseBand(main)
SIM1
RFRFPAPA
MemoryMemory
RFRFPAPA
SIM2
LCD
Dual System Dual-SIMDual System Dual-SIM
•Two Baseband•Two RF & PA•Two set Memory•Two set software
•Two Baseband•Two RF & PA•Two set Memory•Two set software
•High cost•Big PCB size•Big power consumption
•High cost•Big PCB size•Big power consumption
BaseBand(sub)
BaseBand(sub)
. 92008-6-18 Proprietary and Confidential Information
Unique SPRD Approach
1 2 34 5 67 8 9* 0 #
MemoryMemory
BaseBandBaseBand
SIM1
RFRFPAPA
SIM2
LCD Single System Dual-SIMSingle System Dual-SIM
•One Baseband•One RF & PA•One set Memory•One set software
•One Baseband•One RF & PA•One set Memory•One set software
•Low cost•Small PCB size•Small power consumption
•Low cost•Small PCB size•Small power consumption
. 102008-6-18 Proprietary and Confidential Information
SPRD Dual-SIM Advantages
World first single base band IC dual-SIM approach
Filed about 20 China and International patents for dual-SIM
applications
Single BB + RF + Memory, reduce 40% to 50% component
cost and reduced PCB size
Reduce 35%-45% power consumption
Support receiving the paging-signal of Dual-SIM in IDLE
mode
Support SIM of different carriers together
Support 1.8V and 3.0V SIM Card
Main product: SC6800D/SC6600R/SC6600H
. 112008-6-18 Proprietary and Confidential Information
SC6600R Platform
Main Features:
• ARM7 Core@96MHz
• HR/FR/EFR/AMR
• MIDI/ADPCM/AMR/MP3/AAC
• (H.263/MPEG4+AMR/AAC) @QCIF 25fps/QVGA 15fps
• 3M Camera/Auto Focus
• QVGA MMI
• Touch Panel and Handwriting
• Support USB1.1/Memory card
• Support Bluetooth A2DP, FM
Product Positioning:
• Main stream Multi-media capability• Unique Spreadtrum Dual-SIM
feature• High-quality MP3 music • Mobile TV ready
SC6600R
A Feature-Rich High Performance Platform
Production Status MP Dec. 2007
. 122008-6-18 Proprietary and Confidential Information
SC6600R vs MT6225Competitive Analysis
SC6600R MT6225
Dual-SIM design A true single chip approach Recent single chip still needs an external switch
Dual-SIM Performance
10% better in connecting a call and dropping a call
Multi-media performance
MPEG4 full screen display QVGA 15/frme/s QCIF 25 frame/s
Not a full screen display only QCIF 15 frame/s
Multi-media performance
Digital recording QVGA 10 frame/s
Digital recording QCIF 8 frame/s
Multi-media performance Support 3M pixel camera Only support 2M pixel
camera
Application support Directly support handwriting device Need an external ADC
Application support Directly support touch screen function Need an external ADC
. 132008-6-18 Proprietary and Confidential Information
SC6600H Platform
SC6600H
Main Features:
• ARM7 Core@96MHz
• HR/FR/EFR/AMR
• MIDI/ADPCM/AMR/MP3/AAC
• (H.263/MPEG4+AMR)@QCIF15fps
• QCIF MMI
• Touch Panel and Handwriting
• Support USB1.1/Memory Card
• Support Bluetooth , FM
• Dual-SIM ready
Product Positioning:
High-ratio of performance vs Cost• High quality MP3 music• Multi-media handset• Mobile TV ready
High-Quality Music Phone Solution
Production StatusMP Dec. 2007
. 142008-6-18 Proprietary and Confidential Information
SC6600H vs MT6223Competitive Analysis
SC6600H MT6223
Dual-SIM design A true single chip approach Recent single chip still needs an external switch
Dual-SIM Performance 17% better in connecting a call and dropping a call
Multi-media performance
MPEG4 full screen play QCIF 15 frame/s
Not a full screen play QCIF 7 frame/s
Multi-media performance
Digital recording QCIF 6 frame/s
Does not support
Multi-media performance Support 300K pixel camera Only support 100K pixel
camera
Application support Directly support handwriting device Need an external ADC
Application support Directly support touch screen function Need an external ADC
Application support Directly support USB function Need an external driver IC
. 152008-6-18 Proprietary and Confidential Information
SC6800D Solution
• GSM/GPRS, Quad-Band;• MCU Core@192MHz;
• MP3,AAC,AAC+,WMA;• Decode: MPEG4/H.263(with AMR/AAC audio) @CIF 30fps,
RM@QCIF 15fps;• Encode: MPEG4(with AMR/AAC audio) @CIF 20fps;• Up to 5M Pixels Camera• GPS ready
• QVGA/WQVGA/HVGA, TP + Keypad;• TV-Out;• Bluetooth A2DP,Java, 2D Engine, USB, 4G HCSD;
Advanced Multi-Media Solution
Production StatusMP Dec. 2006
. 162008-6-18 Proprietary and Confidential Information
SPRD GSM Strategy Going Forward
Develop EDGE solution—A dual-core AMR9 EDGE chip (Rhine) for advanced handset market—Support 5M pixel camera—Support USB OTG—Easy migration path to TD and LTE—A single-core AMR9 EDGE chip (RhineLite) down the road
Develop RF/BB single chip (K2) solution—Positioned for entry level phone—Leverage Quorum RF expertise—Differentiate from existing single chip solutions by offering more integrated multi-media features—Leverage RhineLite 65nm experience
Work with partners to expand market share—There are quite a few AP companies that have high-end or smart phone solutions and can be complimentary to us.—Enter in high-end handset market without heavy SW resource loading
. 172008-6-18 Proprietary and Confidential Information
SPRD GSM Strategy Going Forward (Cont.)
More flexible open SW platform Mocor—More modularized and flexible system—Perform over multiple technology standards—Support dynamic loaded system, i.e. customers can make application changes through web—Flash-based Application SW: enable users instead SW developers to change the application SW of handsets
. 182008-6-18 Proprietary and Confidential Information
Mocor Platform: Software Suite is Key to Upgrade
A single SW platform that supports all SPRD chips and all the communication technologies
---- Only focus on the applications instead of base band ICs---- Application developed on one SPRD chip can be used for another
My Job, My applications…My Job, My applications…
Mocor Software PlatformMocor Software Platform
GSM/GPRS(6600I/R/H….)GSM/GPRS
(6600I/R/H….)TD
(8800D…)TD
(8800D…) OthersOthers
. 192008-6-18 Proprietary and Confidential Information
A Flash-based SW Platform – SPRD Solution
Technologies
User Needs
Business Models
UsersUsers
Target Test
SimulTest
SDKIndustry Design Download to PhoneDownload to Phone
Publish to Web or Local
Publish to Web or Local
. 202008-6-18 Proprietary and Confidential Information
SPRD GSM Strategy Going Abroad
Work with local 1st-tier handset makers—Some China companies like ZTE and Huawei are very aggressively pursuing exports and the overseas handset markets—Some IDHs already sell their solutions to Russia, South-east Asia, Middle-east and South America—Some countries like India want and need our dual-SIM solutions
Leverage our TD-SCDMA technology—SPRD is one of most advanced in the industry.—Engage with 1st-tier customers: TD first and GSM later
Directly engage with 1st-tier customers—Leverage our unique technology such as dual-SIM and CMMB mobile TV solutions—While we enhance our product quality, our quick response time and execution could be advantageous for 1st-tier customers in the fast-paced handset market