INNOVATION PROJECTPLATFORM CONVERGENCE MOBILE PHONE

Team Winner

Rob Ascough, Eddie Chan, Richard Li, Eric Rubinfeld and Harvey Twomey

12th June 2010 – PMBA6004 Class B

The issues…From our research findings:

1. Many people now carrying more than one phonea. Especially business people traveling overseas, one phone for their home

country number and one for a “Local” number in the country they are visiting.

2. Carrying multiple phones means carrying multiple accessories.a. Chargers/Spare batteriesb. Headsets

3. Many want access to all the cool applications across different platforms. But have to manage this across multiple phones.

4. Many want the “Coolness” of an iPhone but also need to have the practicalities of an Android based phone.

Source: Peer to peer groups, relatives and multiple web articles

“One in four Brits carry multiple mobile phones”

Source: Mobilephoneshop.com, UK’s largest Online Phone Outlet

And there is more…

The application war. Both Apple and Android are fighting this

battle hard. First Quarter 2010 Android applications

outsold those for Apple OS in the US.* But consumers have to decide which they

prefer or they have to have both an iPhone and an Android based phone if they want access to both platforms applications.

*NPD Group – Mobile Phone Track Report

The Thought Process

Identify the problem

Brainstorm possible solutions

Produce concept to

gain Feedback

Is the solution applicabl

e and workable

No then revise

Yes

Refine Concept

ProducePrototype

Deriving a solution We see 2 possible viable solutions: Dual Boot system on a single phone.

Linux based running “Boot Camp” that allows both Android and Apple OS to run on iPhone Platform.

Although this would be a cheaper solution, the major drawback is having to turn off the phone to reboot ever time you want to change OS.

Parallel Hardware: 2 Full sets of iPhone based hardware in a single phone

package. Allows both Apple OS and Android OS to be run

concurrently without rebooting.

Pros and ConsBoot Camp

Pros ConsCheaper Have to reboot

Smaller Phone Non-Concurrent

Easy to implement Slow to use

Less flexibility

Still only a single phone

Dual Hardware

Pros ConsConcurrent Larger Phone

Faster More Expensive

More processing power

More flexible

Dual Sim – 2 Phones

Our choice is to go with the Dual Hardware because:1. It is more convenient for the user – 2 phones in one package.2. Although a higher price it will still be comparable to having 2 phones, and

definitely cheaper than 2 phones and a Blackberry.3. Concurrent operation allows users to switch back and forth between

OS’s by a button press, no rebooting required.

The Apple Pitch

This may be a hurdle for our idea: Would base off Apple Platform

Purchase hardware and pay royalty for the OS.

Benefits to Apple Greater sales of the iPhone platform. Potentially grab sales from consumers who

may initially only consider an Android based phone.

Co-Marketing with Google - collaboration to push out Symbian, Blackberry and Microsoft.

The Prototypes

Android Screen Dual Screen iPhone Screen

Dual Sim

Keyboard Version – Target Hardcore Business Users

Micro SD

The Prototypes

Non Keyboard Version – Target casual users/ apps gamers

Android ModeUsing Touch Keys ~19mm deep

Double 4G, but only 6.3mm More than iPhone 3G

Extra depth allows forlarger and replaceable Battery pack.

Replaceable Battery

Summary

Solution addresses a common problem affecting many consumers.

Technologically feasible – Only caveat would be Apple’s participation. A4 chip produced by Samsung – Compatible variants available no need

to buy from Apple (Cortex A8). But licensing Apple OS may still prove challenging .

Switch platforms – Consider Android with Symbian, MS, Linux etc…

Future technology may make device, cheaper and smaller. Next Generation Mobile CPU’s – Dual Core maybe eventually Quad Core. Improved battery technology – Smaller size.

Possible OS dominance may occur. Migration to just one OS. But our technology could still remain simply as a dual phone.