Mobile phone design and market in China Robin Weng

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 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 BaseBand FEM Transceiver PMU Memory

Mobile SW Architecture System APP Driver UI MTK only need change UI

A cover Silver paint VDI 21 D cover Dupont 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 mirror Dark 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 PC B PCBA

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 neededHW design SW design Project duration performan ce Related industry resource TIHighHW: 10 persons MD: 10 persons SW: 50 persons mediu m difficult300daysHighlow PhilipslowHW: 4 persons MD: 5 persons SW: 25 persons mediu m 120daysmedium MTKVery low HW: 2 persons MD: 2 persons SW: 2 persons easyVery easy 30-50daysmediumVery High SpreadtrumVery low HW: 2 persons MD: 2 persons SW: 2 persons easyVery easy 30-50daysmediumVery 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 MTK: low price multimedia phones,dual-sim phones, TV phones, copy phones.

We recommend use MTK platform!

MTK platform MT6218 GSM/GPRS Multimedia Platform MT6205 GSM Low-End Platform GSM/GPRS/WCDMA Multimedia Phone G 2.5G MT6219 GSM/GPRS Video Platform

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 PCBA design house (with SW) market Assembly In 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,MD HW,SW design Tooling or mold design and manufacture

Model comparison Invest Costemployeedesign flexibilityProject durationDesign cost for each phone model1Very low5-20medium30-40dayslow model2low10-30high30-50daysVery 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 to Pakistan market

Model 2 Pakistan China PCBALCD Cemera House (mechanics cover) Mobile design company export parts to Pakistan 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 to Pakistan market Chipset and Other 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 to Pakistan market Chipset and Other electrical component Pakistan design company

Other electrical business

1.MP3/MP4 player 2.GPS 3.Bluetooth / Digital Album 4.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!