project ara (phonebloks)

20
* -BUILDING THE MODULAR SMARTPHONE

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Page 1: Project Ara (Phonebloks)

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-BUILDING THE MODULAR SMARTPHONE

Page 2: Project Ara (Phonebloks)

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*Introduction

*History

*Goal

*Need

*Structure & Components

*Price

*Advantages

*Disadvantages

*Challenges

*Future Scope

Page 3: Project Ara (Phonebloks)

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What is Project Ara?

- Google’s hardware platform

for modular smartphones

- User can customize device

hardware and look

- Opens up mobile devices

market for parts

manufacturers

Page 4: Project Ara (Phonebloks)

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*The project was originally headed by the

Advanced Technologies and Projects(ATAP)

team within Motorola Mobility while it was

subsidiary of Google. Although Google had sold

Motorola to Lenovo in January 2014,but Google

kept ATAP and Project Ara, which became

Google Ara

Page 5: Project Ara (Phonebloks)

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PROJECT ARA AND PHONEBLOKS

- In September 2013,Dutch designer Dave Hakkens

announced the Phonebloks modular phone concept

independently in September 2013

- Motorola publicly announced Project Ara on

October 29,2013 and said they will be working

collaboratively with Phonebloks Dave Hakkens-Master

mind behind the concept

‘Phonebloks’

Page 6: Project Ara (Phonebloks)

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*The goal is to drive the more thoughtful

expressive, and open relationship between user

developers, and their phones.

Page 7: Project Ara (Phonebloks)

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Stop the E-waste

As the electronic market changes every day, it has increased a lot of e-waste. For a single upgrade, we need to change the whole phone. Precise shape and structure leads to inconvenience to some customers. Mobile needs to be flexible. It must only have the customer’s required features.

Page 8: Project Ara (Phonebloks)

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Page 9: Project Ara (Phonebloks)

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*Phonebloks would consist

of main board onto

which Bloks could be

snapped by the Lego

bricks. Each Blok is

responsible for a unique

function of the phone,

much as a desktop

computer has a distinct

sound card, processor,

monitor, and power

supply

Page 10: Project Ara (Phonebloks)

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Two main components:

1) The Endoskeleton

2)The Module

Page 11: Project Ara (Phonebloks)

ENDOSKELETON

*It consists of network circuits

and interfaces for modules

*Electro-permanent magnets

used to attach modules

*Emerging standard “UniPro” for

communication

*Plug and play

*Endoskeleton has slots of

varying sizes

*Made from aluminium

*Comes in three: mini; medium:

jumbo

*Water and dust-proof

Page 12: Project Ara (Phonebloks)

MODULE

*A third party ecosystem

*Encase single

functionality

*Independent and

Interchangeable

*Can be swapped between

different phones

*Water and dust proof

*Niche tech

Page 13: Project Ara (Phonebloks)

Module Customization*3D printed module cases

*Customers can select:

- Colour

- Material

- Image

- Text

- Inscriptions

*Easily replaceable cases

Page 14: Project Ara (Phonebloks)

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*Price starts at $50!

*Depends solely on modules used

*Google plans to sell “barebones” version at $50

consisting of:

- Wi-Fi chip

- Processor

- Screen

- Battery

Page 15: Project Ara (Phonebloks)

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Xiomi Redmi ~ $160 Samsung Galaxy Y, Ace, Mini ~ 110$+

Sony Xperia E ~ $105 Nokia Lumia ~ $140

Page 16: Project Ara (Phonebloks)

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*Eco-friendly/reduces E-waste

*Customization

*More flexibility

*Never be out dated

*Solar powered batteries

*Innovative product

Page 17: Project Ara (Phonebloks)

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*Replacing the blocks/modules can cause

damage to the endoskeleton

*It will be bigger and heavier than the standard

phone

*Quality of connection requires expensive pins

and sockets

*The sharp edges of blocks make it

uncomfortable to hold

Page 18: Project Ara (Phonebloks)

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*Limited manufacturers

*Getting such a phone accepted by operators

*Software integration

*Changing components that potentially have

impact on performance could disrupt the

service experience

Page 19: Project Ara (Phonebloks)

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*The benefits of a modular phone will become

compelling tom consume consumers once ATAP

Can get issues of weight, battery life, and size

reduce down to a certain point. Also custom

and closures and super charged batteries may

appeal tom the high end of the market.

Page 20: Project Ara (Phonebloks)

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