eten visit 3608 demo_pa1
TRANSCRIPT
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3608 Product Briefing
Arimacomm BU3 Product Planning
Arima Communications ConfidentialThe above information is subject to change without further notification
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Contents
Market Analysis
3608 Marketing Positioning
3608 Segment/Selling Point
3608 ID/UI Concept
Product Feature Specification
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Windows Mobile Market-Price Indication (Q3/08)
900
450
500
550
600
650
700
750
800
850
Functionality Consumer Business FashionUSD
Glofiish M810
Glofiish V900
HTC Cruise
SE X1
950
Q4/08
Q1/09
Q2/09
Arima 3608
3606 LG KS20
HTC touch
Dual
3615
3617
ASUS Lamborghini ZX1
Toshiba G810
HTC touch P3470
Bulit-in GPS
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3608 Marketing Positioning
FashionConsumer
BusinessFunctionality
3606
36153608
GPS
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Product Line Analysis
350
400
450
500
550
600
650
700
800
900
1000
Arima Glofiish X Glofiish M Glofiish V
X800/USD 600
M700
Arima 3606
$599-699
USD
X500+M600+
X600+
X650+
M810
V900
X900
Arima 3608
$600-750 M800
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3608 Segment/Selling Point
3 inch WQVGA
Hall mouse operation
IE 6 on WM6
GPS map and personal navigation
Finger gesture touch UI and flat screen panel
Useful Application: FM, music player, photo viewer etc
Pays own bill, consumer sensitivities to price/value
Need mobile for business and social - mobile as life manager
Job is important, so is social life
Keeps phone on all the time - doesnt want to miss opportunity
Uses functional products that help them stay in touch
Selling point: 3.0 Wide ScreenPocket PC Phone + PND
Target Segment: Professional Consumer
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Arima 3608, HTC & Toshiba Benchmark
IDModel name Arima 3608 HTC Touch Cruise Toshiba G810
Thickness 14.3 mm 15.5mm 14mm
Display 3.0 TFT LCD WQVGA 2.8 TFT LCD QVGA 2.8 TFT LCD QVGA
Flat Panel Yes, finger touch Yes, finger touch Yes, finger touch
Network HSDPA HSDPA HSUPA
CPU Samsung 500MHz Qualcomm 400 MHz Qualcomm 400 MHz
ROM/RAM 256 MB/ 128 MB 256 MB/128 MB 256 MB/128 MB
FM Yes Yes YesCamera 3.2 M/ 2nd VGA 3.2 M/ 2nd VGA 3.2 M/ 2nd VGA
GPS Yes Yes Yes
Scroll wheel Hall Mouse Yes No
MP 2008/Q4 2007/Q4 2008/Q2
Commercial Price USD 600 ~ 750 USD 750 ~ 800 USD 800
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Arima 3608 & SE X1 & HTC DiamondBenchmarkProduct Arima 3608 Sony Ericsson XPERIA X1 HTC Touch Diamond
ID
Dimensions 112 x 54 x 14.3 (mm) 110 x 53 x 17(mm) 102 x 51 x 11.33 ( mm)
CPUEMP U360 + Samsung2442,
500MHzQualcomm MSM7200,
528 MHzQualcomm MSM 7201A
528MHz
3G/3.5G HSDPA HSUPA HSDPA
OS WM6.1.x Pro + IE6 WM6.1 Pro WM6.1 Pro
LCD 3.0 WQVGA 3.0 WVGA 2.8 VGA
Camera 3.2M AF 3.2M AF 3.2M AF
FM Radio/GPS yes Yes (AGPS) yes
Storage 512 MB ROM/128 MB RAM 512 MB ROM/128 MB RAM 256 MB ROM / 192 MB RAM
Touch/Flat Panel Touch PanelTouch Panel
QWERTYTouch Panel
TouchFLO 3D
Battery Li-Po 1410 mAh Li-Po 1500 mAh (BST-41) Li-Ion 900 mAh
Hall mouse Yes n/a n/a
MP Q4/2008 Q3/2008 Q3/2008
Price USD$ 600-700 USD$800-850 USD$850-950
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3608 ID concept
Dimensions update: 112x 54 x14.3 mm
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3608 PCB Stacking
3608 ME technical evaluation
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3608_Quick menu design concept
320x240 400x240
3606 3608
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Quick menu design concept
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OS: Microsoft Win Mobile 6.1.x Professional
Processor: EMP U360 + Samsung 2442(500) MHz
Frequency: HSDPA (850/1900/2100) MHz
GSM/GPRS/EDGE Quad-band 850/900/1800/1900 MHz
Sys Memory: 256 MB NAND Flash, 128 MB SDRAM
Dimensions: 112 X 54 X14.3 mm
LCD: 3.0 TFT LCD WQVGA (400x240)
Battery: 1410 mAh
Camera: 3.2M CMOS AF + VGA
FM: RDS
Connectivity: WiFi, BT 2.0, Mini USB 1.1
USP: GPS/IE 6
3608 High Level Spec
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Detail Features List (1 of 2)
Feature Item Specification
NetworkOperating Frequency
HSDPA 850/1900/2100 MHzEDGE 850/900/1800/1900 MHz
GPRS Class 10, Type B
Speech coding FR, HR, EFR, AMR
Form Factor
Phone type Bar type
ID Dimension (mm) 112x54x14.3
Antenna Embedded
HW/OS Platform
Baseband EMP U360
Application processor Samsung 2442 MHz, 500MHz
Operating system Windows Mobile 6.1.x Professional
System Memory 256MB NAND Flash, 128 MB SDRAM
Physical Specification
Expansion Micro-SD
Display400x240 pixel, 262K TFT (HW spec),3.0 TFT LCD WQVGA
Battery 1410 mAh
Standby Time Up to 150 hrs (estimated)
Talk Time
WCDMA: voice calling 3 hrsWCDMA: video calling 2 hrs
GSM: 4 hrs (estimated)SIM/USIM Interface Plug-in SIM, 1.8 /3 V
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Feature Item Specification
Imaging
Main Camera
2 nd Camera
3.2 MP AF
VGA (CMOS)Video Video recorder
Video Format MPEG4, H.263, WMV,--
Music
Audio Format AMR, MP3, AAC, WMA, AAC+
Speaker Single Loud speaker
Music Output Stereo Output through headset
Messaging/ Browsing
SMS ETSI GSM 03.40
MMS OMA MMS 1.2
Internet browser IE 6
WAP WAP 2.0 protocol
Other Applications
Applications
FM RDS
GPS EmbeddedInstant Message MSN
Email Protocol Push Email, POP3, IMAP4, SMTP
Security SSL, HTTPS, WTLS, TLS, SIM Lock, Device Lock
Connectivity
Mini USB Ver 1.1
Bluetooth Ver 2.0
WiFi IEEE802.11 b/g
Detail Features List (2 of 2)
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Backup Slide
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18/20Source: iSuppli, compiled by Digitimes, April 2008
Based on US consumers
Smart phone usage pattern changed
Drive people to pay more for mobile data service
18
Traditional scenario iPhone impact scenario
15%
10%
12%
12%2%
47%
2%
Voice Texting E-mailing Internet use
Music use Game playing Other uses
15%
13%
72%
Voice Texting Others
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Windows Mobile Marketing Analysis
350
400
450
500
550
600
650
700
800
900
1000
ASUS P735
NT:720
Palm Treo680
USD 510
iPAQ rw6826
USD 410
Arima dopod/HTC Palm/HP/Samsung Eten/others
SGH-i718
NT:450
dopod C800
USD 755
XDA Flame
USD950
XDA ZincUSD 725
E-ten X800
USD 850
E-ten M700
USD630
Arima 3606
$499-599
USD
HTC TyTN II
USD770
GSmart t600
USD 700
(DVB-T/H)
Arima 3615
$530-680
dopod 818 pro
US:350
Dopod U1000US:1030
HTC elf
USD 481
Dopod M700
US:633
Dopod P800w
US:497
E-ten G500+
US:394
E-ten X500+
US:573
E-ten M600+
US:418
Arima 3608
$600-750
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3608 SWOT Analysis
Samsung + EMP U360,
3WQVGA
Strengths Weaknesses
Opportunities Threats
Performance
GPS performance
Power consumption
RF performance
Acoustic performance
(2008/Q4), Christmas hot season