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Multimedia Software as the KeyDifferentiator in Smartphone and
Feature Phone Development
Bob LyleSRS Labs, Inc.
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OUTLINE
The Mobile Landscape Today The Role of Handset Software over Time
Areas for Software Differentiation
Multimedia software - Audio & Video enhancements
Summary and Path Forward
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Mobile Phone Forecast by OS
-100
200
300
400
500600
Android Symbian BlackBerry
iPhone OS Windows OMS
LiMo MeeGo Bada
webOS Other Palm (Old)
Source: ABI Research, Q310
Symbianlargest today
Androidfastest growing
Apple doingwell with onemodel
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Mobile Phone Forecast by Type
.
200.
400.
600.
800.
1,000.
1,200.
1,400.
1,600.
1,800.
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Ultra-Low-End Low-End Enhanced Phone Smartphone
Source: ABI Research, Q310
Smartphone with largest growth rate (& oppty todifferentiate)
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Beginnings
Recall whenMotorola was first
Projected to sell in
the thousands
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Mobile Handset Interfaces Then & Now
UIs have grown from dummy terminals into interactive touch-screens
A leading OS and interactive UI now a fundamental requirement
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Expectations: Seamless 4-screen
world
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Handset Hardware Development Costs
ID & cosmetics
Ref. Des.
Custom HW
Hardware costs roughly decreasing over time Reference designs / Platform re-use now common
Time
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Handset Software Development Costs
Apps & Cust.
OS
BSP
Time
Cost and amount of Software increasing
Leading OEMs have stated that SWover half of total BOM for handset
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Software as the
Enabler
1980s 1990s 2010s2000s
Economizer Differentiator Energizer
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Examples of past
differentiation Mobile TV &advanced
Video/Camera
Branding
Contextualinformation
Social Media
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Applications and Apps Store-Fronts
iTunes changed the landscape
Easy-to-use Applications storefront, and plethora of cutting-edge Appsa requirement
0
50100150200250300
Apps
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Multimedia Delivery Devices
New HTC 7 Surround
Samsung
Omnia HD
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More: Energizing with
Multimedia Delivery
HTCDesire HD
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Symbian^3 and other Open-
Source initiatives
Symbian^3 provides support for:
QT for ease of app development
HD capture and playback, so games, music and movies on thephone will be enjoyed on FPTVs
Android is a tremendous example of how the Open-Sourceapproach can work. Android is projected to pass Apple in
units shipped in 2012!(Source: ABI Research)
Meego is an Open-Source alternative, founded by Nokia andIntel, targeting Smartphones, Tablets, Netbooks, and more.
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3D Video Displays(notable HW innovation)
Sharp has unveiled a Glasses-Free mobile display.Samsung is shipping the SCH-W960 in Korea
Sharp Glasses-Free Display
Samsung SCH-W960
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Tablets now being introduced from
all major handset OEMs
New Form Factors
Samsung Galaxy TabAndroid-based Tablet
7 display
Cross-over success of Androidinto new form factors
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Summary and Path Forward
The Mobile landscape has evolved Software is an increasingly large component of
mobile devices, and a key differentiator
Leading Applications and Multimedia Features are
required With HD video now common, propose that 3D
audio represents one key area of potentialdifferentiation
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Thank you
Questions??
Acknowledgements
Craig Marking (SRS Labs) Michael Bingham (SRS Labs)
Richard Machin (BSquare)