futurewalker 2008.3.20 open%20mobile%20platform%20impact… · strategy multimedia business...
TRANSCRIPT
Agenda Questions
Storyline
Market
Platform
Impact
QuestionsWhat is the Smartphone?
Why Google?
What‘s going on the Mobile industry?
Who needs open platform?
What’s so special about Android?
Why not previous solution?
What kind of opportunity is there with Android?
Storyline
What?
What is the Smartphone?
What is the Smartphone exactly? Smartphone
A smartphone is a mobile phone offering advanced capabilities beyond a typical mobile phone, often with PC-like functionality.
For some, a smartphone is a phone that runs complete operating system software providing a standardized interface and platform for application developers
For others, a smartphone is simply a phone with advanced features.
There is NO
Industry standard definition of a Smartphone.
http://en.wikipedia.org/wiki/Special:Search?search=smartphone&fulltext=fulltext&sourceid=mozilla-search
Market Segments by FutureWalkerPrice
Complexity
BusinessEntertainer InternetFashion
BroadbandMessaging
Rich
Basic
Business phoneRIM
BlackBerry
Office doc, Push E-mail, Wipe out, Exchange, Notes …
Entertainer phoneApple, Sony Ericsson, Readius
Walkman, iPhone, Cybershot
http://blog.wired.com/gadgets/2008/01/readius-ebook-p.html
Music, Movies, Pictures, eBook, Games
Internet phoneLG, Apple, Nokia
KU-580, iPhone , N95
YouTube, Search, Facebook, Blogger, Maps, GPS
Fashion phoneLG, Samsung, Nokia
Fashionable, Vogue, Prestige
Mobile Broadband internet accessPC Cards, USB Modems, Gateways, Embedded Modules
참조 : http://www.3g.co.uk/PR/July2007/4874.htm
Connection Port, Form factor, Power consumption
Market Segments by Samsung
Category
Strategy
Multimedia
Business
Infortainment
Style
Basic
Connected
Device Trend
Market needs of Rich phone
Multimedia
Rich Interface
LCD, Touch
Personalization
Office
Browsers
Games
The Rich phone has to get PC-like functionality
Why Google?
Why Google ?
Why Now?
Google at present
Mobile
Interactive TV
Google at Future
What’s wrong?
Chipsets
/Platform
• Intel
• Qualcomm
• Sun
• XCE
Handset Makers
• Samsung
• LG
• P&C
Application
Developers
• IntroMobile
• Veloxsoft
Contents
Providers
• Portal
• DramaMovie
• Music
Operators
• SKT
• KTF
• LGT
Players on Value chain
Closed
Value
chain
Limited
players
Only
For ARPU
Slight
Growth
Deadlock state
Handset
Makers
• Embedded Platform vendor
• Solution vendor
Network• CDMA/GSM
• WCDMA
Contents
Provider
• Portal
• Contents Provider
• Application Developer
Platform
Why?
Users
Users
Network
Handset
Makers
Platform
Content
Provider
Open
Access
New value chain
What is the OHA? To accelerate innovation in mobile
To offer consumers a richer, less expensive, and better mobile experience.
To develop Android™ which is the open, complete, and free platform
More than 30 Companys Mobile operators
Handset manufacturers
Semiconductor companies
Software companies
Commercialization companies
The OHA’s Strength
Android
Google’s Service
Alliances
US Global
NetworkGoogle &
Alliances Alliances
Device Alliances
Platform Google
Contents AdSense Partners
Alliances for Value chain
Competitors
http://www.redfivelabs.com/content/operators.aspx
Overview of AndroidOpen
• Use freely Phone’s core functionality
• Linux & Optimized Dalvik VM
Beyond Device
• Combine Web and mobile’s Info
• Combine Web and Location
Fast & Easy Development
• Useful Libraries
• Eclipse & SDK & PC Emulator
Android’s Layers
Linux
Dalvik VM
Open
platform
Why Android?
Why Android?
Why Open Platform?
Contents Providers / Application Developers
• Low development cost, Portability
• Potential market size
Operators
• Time-to-market Service launch
• Customizable for Brand Identity
Handset makers
• Scalable architecture , Reusable, Market proved
• Royalty free, Fast development, Customizable for Identity
Chipsets/Platform
• Multi processor, power management
• Scalable architecture
* Vendor’s image is just for examples.
Players' Needs
• Limited Openness
• License model
• Differentiation from Nokia
• Not Easy development
• Who Loves Nokia?
Symbian
• Limited Openness
• License model
• Differentiation from competitors
• MFC or .NET is Easy but…
• Who loves MS?
Windows Mobile
Why not Symbian, WM?
Android Symbian Windows Mobile
License Free Yes No No
Open source Yes No No
Dependence Free Yes No No
Java VM Free Yes No No
Dev Tools Free Yes No No
Customization
FreeYes No No
Android VS Proprietary for makers
Open VS Propriety platform
Open VS Propriety platform
Open VS Propriety platform
Open VS Propriety platform
Open VS Propriety platform
Open VS Propriety platform
Open VS Propriety platform
Open Propriety
Reliability
Dependant
Single
Vendor
Flexibility
Independent
Multi
Vendor
Microsoft
Nokia
Already Competition in Ads
Why Android?
Why Linux?
HSPA Wibro
WiFi
RSS Blog
Widget UMPC
MID
iPhone
N810
Trend-Mobile Web 2.0
HSPA Wibro
WiFi
iTunes
Tossi
Nate
PMP
Phone
CNS
Trend-Convergence
Application
Middleware
OS
• PC Like Web
• Innovative UI
• Rapid development
• More Functionality
• Portability
• Robustness
• Multi processor
• Seamless connection
• More peripherals
PC like requirements
Android is the answer
Why Dalvik VM?
Why Dalvik VM?
Why Java language?
Java Language
Reuse
RAD
Write Once
Why Java language?
Why not JavaVM?
Why not JavaVM?
How about iPhone?
Revolutionary Phone Widescreen iPod
Breakthrough internet device High Technology
Unix OS
Innovative Interface
Future ofMobile Web browser
What makes iPhone so cool?
Android iPhone
Network Revenue Share No Yes
Handset Revenue Share No Yes
Dependence Free Yes No
Customization Free Yes No
Development cost Low High
Operator’s Identity Yes No
Android VS iPhone for Operators
Android Maemo OpenMoko
Market
PotentialBy Google By Nokia By FIC
Openness of
sourceSome Some All
Partner’s power OHA Members Only Nokia Only FIC
Development
phaseAlpha Commercial Pre Alpha
Browser
EngineWebkit Firefox ?
Android for Contents Developer
OHA/Android LiMO LiPS
Kernel
IncludedYes No No
JavaVM
IncludedYes No No
Monopolistic
member
/Platform
NEC, Samsung
/Makers
Orange
/Operators
Web browser
Right Now?Yes No No
Development
Language
Java
C/C++C/C++ C/C++
Graphics Engine SGL GTK+ GTK+
Android for Application Developers
US & Global
Open Access by Verizon in US
Google as default search engine by NTT Docomo of JP
Order made Android Phone from Dell ?
Parts Makers for DIY phone
Korea
New operator by MVNO
USIM Open, Network Open in Korea? Is it dream?
New Vision of LGT, “Open Access”
Open Access in US & Korea
Sun VS Google
Why Dalvik VM?
Why not JavaME ?
Another Dalvik, JavaFX Mobile?
Who will be the Winner?
Java in Korea
Java license fee of WIPI
Replacement with Dalvik. Is it possible?
Java would conquer the Mobile?
Linux Everywhere
DTV, IPTV, Mobile and so on.
Middleware
D-Bus, SQLite, and so on.
Baseband processor is just a modem
Some opportunities
Web browser War Webkit
Firefox Mobile
Opera
They are coming, open source
Handset Makers
Over the mobile phone market
Contents Provider
Portal Phone
Operators
Reduce the role of WIPI
Open device platform
ISVs
Who Moved My Cheese?
In my opinion
Layered architecture
Where can I show my value ?
Internet device
Embedded 2.0? Connected Experience?
Should I know Web technology ?
RIA in Mobile
Is it good for programmer ?
Eclipse
Is it cool?
Learn Linux, right now
For Embedded programmer
연락처
필명 : 퓨처워커
직종 : 플랫폼 아키텍트 & 컨설턴트
주소 : http://futurewalker.kr
메일 : [email protected]
분야: 모바일, IPTV 등의 미디어 플랫폼 비즈니스 전략 및 기술
Q&A