Mass Market Wireless MultimediaThe Chipset Challenge of Smaller, Faster, Cheaper…

Tom PollardWorldwide Chipset Marketing DirectorTexas Instruments Incorporated

Evolution in TI Wireless Chipset Business

Diverse Customers with Varying Product Requirements

Hardware & Software Reference

Designs

Chipsets & OMAP Application

Processors

Third-Party Modules

Custom SolutionsTI Wireless Technology

Custom TurnkeyFlexible Solution DeliveryTI Wireless Technology

Consumer Brand OEMs

Communications OEMs

China Local BrandsODMsPDA/PC

OEMsService Provider Branded Devices

SmartphonePlatform

Series60

Time to market Product differentiation

Varying needs: Engineering support Wireless system support

Established Emerging

TI has shipped over 1 Billion cellular digital baseband processors for wireless handsets

Small size, stylish designHandsets as a fashion statement

Long battery lifeLearn from the mistakes of initial WCDMA handsets

Rapid reductions in handset costConsumer market pricing for broad acceptance

Giving Consumers What They WantExpectations derived from 2G Wireless and the Internet

Simplicity and immediate gratificationFully integrated “wireless appliances”

User choice of applications and contentIn search of the “killer app”

The Challenge – Handheld Wireless Multimedia for the Mass Market

The Challenge – Handheld Wireless Multimedia for the Mass Market

Architectural and Technology Solutions for Wireless Multimedia

Required -- A multi-pronged approach to meeting the challenge

Power-efficient applications and communications processing

Open Platforms for SW Innovation

System Integration for Handset Optimization

Integration at the Chipset Level for Power and Size Reduction

2.5G/3G Handset System IntegrationWireless Terminals require “Antenna to Applications” solutions

SOFTWAREProtocol Stack

Analog, Power Management

RF

OMAP Developer Applications

OS and Smart Phone SOFTWARE

SOFTWARE Media engines

OMAP Applications Processor

Applic

ati

ons

Applications Processing OMAPTM Applications Processors Operating system support and Java OMAP Developers Network

Hardware and Software Reference Designs

System Solutions

Complete handset and smartphone reference designs

Modules, handsets, smartphones, PDAsCommunications

Processor

Com

munica

tions

Communications processing Digital, Analog, and RF chipsets Protocol stack software

Optimized 2.5G and 3G solutions require system expertise and integration of all handset blocks!

Bluetooth802.11

ComplementaryTechnologies

Additional wireless technologies Bluetooth, 802.11, and GPS

GPS

2.5G/3G Terminal Functions

Integration at the Chipset LevelIncreased functionality, smaller size, reduced power consumption

Coming Soon – the Single Chip Cell Phone!

Reduced cost-per-function

Cost reductions at the system level

Increased performance for multimedia features

Longer battery life – better talk and stand-by times

Smaller form factor to enable small, sleek mobile devices

Easier design and test for wireless designers due to new turn-key, ready-to-manufacture solutions

Why Integrate?

2.5G & 3G CommunicationsProcessing Complexity

Requirements-- More silicon, More SW, More MIPS

Baseband Processing Trends Increased digital baseband horsepower for higher data rates Logic migration from SW to HW for performance and power consumption Higher memory requirements for protocol stack and applications Support for data standards

TCP/IP H.263 videoconferencing SMS / EMS / MMS

Integration of: Communications and applications Functions – Bluetooth, USB,

802.11, GPS, etc.

Encryption and securityrequirements

Logic Gates

2G 2.5G 3G

CommsMIPS

Comms Memory

1x

1x

1x

1.5x 10x

1.5x 5x

2x 6x

Digital Baseband Complexity

Three options for multimedia processing

Power-efficient Multimedia Processing Balancing flexibility, horsepower, and power consumption

TI OMAP Processor (OMAP1610)

Optimized wireless multimedia requiresappropriate use of each processor

A multi-processor approach allows moreintelligent power management strategies

Different operational modes use differentprocessor subsets

Processor engines are powered-off when not in use

Parallel processing increases effective MIPS and guarantees QoS

Power-efficient wireless multimedia requires optimal silicon-level and system-level integration of all three types of processing engines

General purpose RISC processor Programmable DSP Dedicated HW accelerators

RISC for maximum flexibility, high-level language and OS support

DSPs provide flexible acceleration with provenpower consumption benefits

HW acceleration trades reduced flexibility for minimum die-size and maximum performance

2.5G & 3G Terminals as Open Platforms

Application SW innovation will drive mobile Internet market growth

2.5G and 3G must deliver compelling applications and content

Applications SW design and architecturedirectly impact the user experience Speed and responsiveness Handset power efficiency and battery life

Handsets are evolving into moreopen platforms Open software environment at

the handset and chipset level Flexibility for the handset OEM,

wireless operator, and consumer

High-level OS and/or Java willbecome standard for 2.5G & 3G

The search for “killer apps” requiresa thriving SW developer base

ISV diversity ensures the best applications and wireless experience

Announced

March 17

WANDA Enables:

Integrates unique:

Simultaneous functions with multiple wireless connections

GSM phone calls Always-on cellular

GPRS or high-speed Wireless LAN web browsing and e-mail

Bluetooth file transfer, printing, and headset

DSP-accelerated Multimedia Applications

High performance digital still camera

First Tri-Wireless PDA Concept DesignGSM/GPRS, Wireless LAN, and Bluetooth