Presenter: Dr. Leo Li -...

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


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


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


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


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

http://www.chinabird.com/



http://www.chinabird.com/zh-cn/img/birdlogo.gif

http://www.tcl.com/main/template/3933/images/Cn_Logo.jpg


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


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)


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


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


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


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


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


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


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


MPEG4 full screen play QCIF 15 frame/s

Not a full screen play QCIF 7 frame/s


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


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


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


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


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


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


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

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