Mobile phone design and market in China Robin Weng 2007.12.2.
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Transcript of Mobile phone design and market in China Robin Weng 2007.12.2.
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!