Transcript GSM发展简史

Mobile phone design and
market in China
Robin Weng
2007.12 .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
Before 2001
Now
Europe and US
Korea and Taiwan
China mainland
Nokia,Motolola,Sony Ericsson,Sumsang,LG all have their design
center and factory in China, also there many internal brand
appeared. So the mobile phone related resource in china is huge
plentiful.
Mobile HW Architecture
PMU
Transceiver
BaseBand
FEM
Memory
Mobile SW Architecture
UI
APP
System
Driver
MTK only
need
change UI
ID and Mechanics part example
(BECKERS)
Resin: EXE1414
Window
Topcoat: Basecoat:
Speaker mash
Color modifying
Pantone black C
Polished black
IMD
A cover
Silver paint
VDI 21
Camera detail
Chrome Logo print
Light Chrome
Polished
Camera mirror
Center key
Release Key
Chromed effect
PC / black
Polished
Dark Chrome
IMD color finetune
VDI match with
B cover
Key mat
Silver paint
Match with A
cover
Camera Key
PC / black
VDI 21
Mum-key artwork
Polished with in mode
Blue artwork
matte VDI Camera icon
Pantone 2995
B cover
Anodized metallic
black
Mum-key
D cover
Dupont Zytel HTN53G50/Black
VDI 27
Top painted gloss black
(match with IMD window)
Speaker mash
Pantone black C
Mechanics Construction
ATO Assy
D cover Assy
IFA antenna module
Mono antenna module
PWB Assy
LCD
module
Engine Shielding
Assy
C cover
Assy
UI FPC Assy
Screw
PCBA and PCB
PCB
A
PCBA
PC
B
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 comparison
BOM
Cost
Engineer needed
HW
design
SW
design
Project
duration
performan
ce
Related
industry
resource
TI
High
HW: 10 persons
MD: 10 persons
SW: 50 persons
mediu
m
difficult
300days
High
low
Philips
low
HW: 4 persons
MD: 5 persons
SW: 25 persons
mediu
m
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
Freescale
11%
MTK
40%
TI
28%
Spreadtrum and
others
21%
MTK: low price multimedia phones,dual-sim phones,
TV phones, copy phones.
We recommend use MTK platform!
MTK platform
3G
GSM/GPRS/WCDMA
Multimedia Phone
MT6219 GSM/GPRS
Video Platform
2.5G
MT6218 GSM/GPRS
Multimedia Platform
MT6205 GSM
Low-End Platform
2002
2003
2004
2005
Myself and related design team
Introduction
Robin Weng: Senior HW Engineer and Project Leader
Background
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
ID design
house
PCBA
design house
(with SW)
mobile phone
integration company
Assembly
In factory
market
MD design
house
Tooling or mold
design and
manufacture
Mobile phone latest design model 2 in china-using MTK
MTK platform
supplier
mobile phone
design company:
Own ID,MD
HW,SW design
SMT&
Assembly
in factory
market
Tooling or mold
design and
manufacture
Model comparison
Invest 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
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 business model with
Pakistan
Model 1
Pakistan
China
PCBA
LCD
market
Assembly
in Pakistan
factory
Mobile integration
company
Cemera
export parts to
Pakistan
House
(mechanics covers)
Model 2
Pakistan
China
LCD
market
Assembly
in Pakistan
factory
PCBA
Mobile design
company
Cemera
export parts to
Pakistan
House
(mechanics cover)
Model 3
Pakistan
China
LCD
PCB
Cemera
market
SMT and Assembly
in Pakistan
factory
Pakistan design
company
Mobile design
company
export parts to
Pakistan
House
(mechanics cover)
Chipset and
Other electrical
component
Model 4
Pakistan
China
LCD
PCB
Cemera
market
SMT and Assembly
in Pakistan
factory
Pakistan design
company
mobile trade
company
export parts to
Pakistan
House
(mechanics cover)
Chipset and
Other electrical
component
Other electrical business
Other electrical business
1.
2.
3.
4.
MP3/MP4 player
GPS
Bluetooth / Digital Album
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!