multimedia software: the key differentiator for leading-edge mobile devices

8/8/2019 Multimedia Software: the Key Differentiator for Leading-Edge Mobile Devices

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Multimedia Software as the KeyDifferentiator in Smartphone and

Feature Phone Development

Bob LyleSRS Labs, Inc.


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OUTLINE

The Mobile Landscape Today The Role of Handset Software over Time

Areas for Software Differentiation

Multimedia software - Audio & Video enhancements

Summary and Path Forward


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Mobile Phone Forecast by OS

-100

200

300

400

500600

Android Symbian BlackBerry

iPhone OS Windows OMS

LiMo MeeGo Bada

webOS Other Palm (Old)

Source: ABI Research, Q310

Symbianlargest today

Androidfastest growing

Apple doingwell with onemodel


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Mobile Phone Forecast by Type

.

200.

400.

600.

800.

1,000.

1,200.

1,400.

1,600.

1,800.

2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

Ultra-Low-End Low-End Enhanced Phone Smartphone

Source: ABI Research, Q310

Smartphone with largest growth rate (& oppty todifferentiate)


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Beginnings

Recall whenMotorola was first

Projected to sell in

the thousands


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Mobile Handset Interfaces Then & Now

UIs have grown from dummy terminals into interactive touch-screens

A leading OS and interactive UI now a fundamental requirement


7/1977

Expectations: Seamless 4-screen

world


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Handset Hardware Development Costs

ID & cosmetics

Ref. Des.

Custom HW

Hardware costs roughly decreasing over time Reference designs / Platform re-use now common

Time


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Handset Software Development Costs

Apps & Cust.

OS

BSP

Time

Cost and amount of Software increasing

Leading OEMs have stated that SWover half of total BOM for handset


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Software as the

Enabler

1980s 1990s 2010s2000s

Economizer Differentiator Energizer


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Examples of past

differentiation Mobile TV &advanced

Video/Camera

Branding

Contextualinformation

Social Media


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Applications and Apps Store-Fronts

iTunes changed the landscape

Easy-to-use Applications storefront, and plethora of cutting-edge Appsa requirement

0

50100150200250300

Apps


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Multimedia Delivery Devices

New HTC 7 Surround

Samsung

Omnia HD


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More: Energizing with

Multimedia Delivery

HTCDesire HD


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Symbian^3 and other Open-

Source initiatives

Symbian^3 provides support for:

QT for ease of app development

HD capture and playback, so games, music and movies on thephone will be enjoyed on FPTVs

Android is a tremendous example of how the Open-Sourceapproach can work. Android is projected to pass Apple in

units shipped in 2012!(Source: ABI Research)

Meego is an Open-Source alternative, founded by Nokia andIntel, targeting Smartphones, Tablets, Netbooks, and more.


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3D Video Displays(notable HW innovation)

Sharp has unveiled a Glasses-Free mobile display.Samsung is shipping the SCH-W960 in Korea

Sharp Glasses-Free Display

Samsung SCH-W960


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Tablets now being introduced from

all major handset OEMs

New Form Factors

Samsung Galaxy TabAndroid-based Tablet

7 display

Cross-over success of Androidinto new form factors


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Summary and Path Forward

The Mobile landscape has evolved Software is an increasingly large component of

mobile devices, and a key differentiator

Leading Applications and Multimedia Features are

required With HD video now common, propose that 3D

audio represents one key area of potentialdifferentiation


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Thank you

Questions??

Acknowledgements

Craig Marking (SRS Labs) Michael Bingham (SRS Labs)

Richard Machin (BSquare)

multimedia software: the key differentiator for leading-edge mobile devices

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