Mobile phone design and market in China

Robin Weng 2

007.12 .2

Agenda

• Mobile phone design brief introduction

• Myself and related Team Introduction

• Mobile phone latest design model in china

• Mobile phone market chance

• Mobile phone business model with Pakistan

• Other electrical business

Mobile phone design brief introduction

Mobile phone design and manufacture

Design Center

Before 1996 Europe and US

Before 2001 Korea and Taiwan

Now China mainland

Nokia,Motolola,Sony Ericsson,Sumsang,LG all have their design ce

nter and factory in China, also there many internal brand appeared. So the mobile phone related resource in china is huge plentiful.

Mobile HW Architecture

BaseBand

FEM

Transceiver

PMU

Memory

Mobile SW Architecture

System

APP

Driver

UIMTK only

need change UI

A cover

Silver paint

VDI 21

D coverDupont Zytel HTN53G50/Black VDI 27

Camera Key

PC / black

Polished with in mode

matte VDI Camera icon

Window

Polished black IMD

Chrome Logo print

Key mat

Silver paint

Match with A cover

VDI 21

Center key

Chromed effect

Polished

Mum-key

Top painted gloss black

(match with IMD window)

Mum-key artwork

Blue artwork

Pantone 2995

Camera detail

Light Chrome

Polished

B cover

Anodized metallic black

Release Key

PC / black

VDI match with

B cover

Speaker mash

Pantone black C

(BECKERS)

Resin: EXE1414

Topcoat: Basecoat:

Color modifying

Speaker mash

Pantone black C

Camera mirrorDark Chrome

IMD color finetune

ID and Mechanics part example

Mechanics Construction

ScrewC cover Assy

LCD module

Engine Shielding Assy

UI FPC Assy

PWB AssyIFA antenna module

Mono antenna module

D cover Assy

ATO Assy

PCBA and PCB

PCBPCBAPCB

A

Mobile phone parts overview

• HW(hardware)

PCB,PCBA• EM(electronic-mechanics)

LCD, Camera, Flex FPC, Battery, Antenna,• Mechanics

A-cover, B-cover, C-cover, keymat ,shielding

Mobile phone design platform

• TI (NOKIA)• Freescale (Motorola)• Philips (Sumsang)• MTK (internal brand,from Taiwan)• Spreadtrum (internal brand,from Shanghai)• ADI• Skyworks• Infineon

Main platform comparisonBOM Cost

Engineer needed HW design

SW design

Project duration

performance

Related industry resource

TI High HW: 10 persons

MD: 10 persons

SW: 50 persons

medium

difficult 300days High low

Philips low HW: 4 persons

MD: 5 persons

SW: 25 persons

medium

medium 120days medium medium

MTK Very low

HW: 2 persons

MD: 2 persons

SW: 2 persons

easy Very easy

30-50days medium Very High

Spreadtrum Very low

HW: 2 persons

MD: 2 persons

SW: 2 persons

easy Very easy

30-50days medium Very High

Since MTK promoted his mobile phone design platform in 2004, it got more and more market share. Now we can design

a new mobile phone using MTK platform with very low BOM cost in a very short time.

Platform market share in China 2006

Spreadtrum andothers

21%

TI28%

MTK40%

Freescal e11%

MTK: low price multimedia phones,dual-sim phones, TV phones, copy phones.

We recommend use MTK platform!We recommend use MTK platform!

MTK platform

MT6218 GSM/GPRS Multimedia Platform

MT6205 GSM Low-End Platform

GSM/GPRS/WCDMA Multimedia Phone

2002 2004 20052003

3G

2.5G MT6219 GSM/GPRS Video Platform

Myself and related design team Introduction

Robin Weng: Senior HW Engineer and Project LeaderBackground

Senior HW Engieer and PL BS . major in Electronic Information Engineering

Work experience

Portable electronic production design: electrical dictionary, MP3/MP4 player

Mobile phone design: Philips,Ti,MTK platform experience

Expertise:

Analogue circuit design 、 BB design, Audio 、 ESD

Basic knowledge in RF/EMC

Project management, Resource gather and communication

Cellular phone project :

1. ES2100 EASTCOM philips sysol3+intel PXA270 Hopen PL

2. P06 CECT philips sysol3+intel PXA270 Hopen PL

3 .P1000 CECT MTK PL

4. Doyle NEC philips dragonfly+intel PXA271 Linux

5. Dante NEC philips dragonfly+intel PXA271 Linux

6. TF801 NOKIA ODM philips dragonfly+intel PXA271 Linux

7. Sapphire NOKIA Nokia-TI internal platform PL

Design team using MTK platform

PL

HW: 2 engineer, PCB layout and HW design

MD: 2 engineer, Tooling follow and MD design

SW: 2 engineer, change UI

Notes: Technique is no problem for us, but we need capital invest.

Mobile phone latest design model in china

Mobile phone latest design model 1 in china-using MTK

MTK platform supplier

PCBA design house

(with SW)

market

AssemblyIn factory

MD design house

mobile phone integration company

ID design house

Tooling or mold design and manufacture

Mobile phone latest design model 2 in china-using MTK

MTK platform supplier

market

SMT&Assembly in factory

mobile phone design company:

Own ID,MDHW,SW design

Tooling or mold design and manufacture

Model comparisonInvest Cost employee design flexibility Project duration Design cost for each

phone

model1 Very low 5-20 medium 30-40days low

model2 low 10-30 high 30-50days Very low

Model 1: gather information from market give idea to ID design house, then buy ID design buy the MD design according new ID and send to Tooling manufacture. Buy common PCBA or minor mended PCBA from PCBA design house. Buy LCD, Camera, and other material Assembly to a phone and shipment to market for sale

Model 2: gather information from market give idea to ID design finish own ID,MD,HW,SW(UI change) design Tooling and SMT and Assembly in the factory shipment to market for sale

Mobile phone market chance

In China, the mobile phone design and manufacture resource is plentiful, we can design a new phone(multimedia,mp3,mp4,dual-sim,TV or GPS inside) with very low price. Also the project duration is short.

these multi-function phones with low price are expected sale well in China,Pakistan,india,Thailand, Philippine, Iran, Africa, Latin America,etc

we can move or copy this design model to some local country and get more benefit.

Mobile phone market chance

Mobile phone business model with Pakistan

Model 1

Assembly in Pakistan

factory

Pakistan China

PCBA

LCD

Cemera

House(mechanics covers)

Mobile integration company

export parts toPakistan

market

Model 2

Pakistan China

PCBALCD

Cemera

House(mechanics cover)

Mobile design company

export parts toPakistan

market Assembly in Pakistan

factory

Model 3

SMT and Assembly in Pakistan

factory

Pakistan China

PCBLCD

Cemera

House(mechanics cover)

Mobile design company

export parts toPakistan

market

Chipset andOther electrical

component

Pakistan design company

Model 4

SMT and Assembly in Pakistan

factory

Pakistan China

PCBLCD

Cemera

House(mechanics cover)

mobile trade company

export parts toPakistan

market

Chipset andOther electrical

component

Pakistan design company

Other electrical business

Other electrical business

1. MP3/MP4 player2. GPS 3. Bluetooth / Digital Album4. Computer part (mouse,keyboard,power,video camera.etc)

Notes: MP3/MP4 player and computer part resource are also plentiful in

china, GPS and bluetooth, digital album become more and more these years, and we could design these product easily compare to phone design. The business model is similar with mobile phone area.

Thanks!