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Highlightsonthereport

“MID/ASINUX–Chinesemobilemarketanalysisandstrategy

PreparedbyIKW-Internetknowledgeworkers.1/28/2009ConfidentialHighlightsonthereport

“MID/1.Thebattleoftheeco-systems.

Win/TelhasdominatedthePCspace.HPDellIBMLenovoUMCASUSTSMCAOCBiostarMSIMicrosoftNAIBMCBEAInforOracleSAPCompuwareIndependentSoftwareVendorsCHIPSODMISVOSVOEMAMDINTELwindowsunixOs/2linuxWelldefinedmutilayeredecosystem.ThisecosystemdefinedITindustryFromPCtoLAPtop,fromnetbooktoMID.Competitionthrivesamongstplayerswithintheecosystem.today,asMobilephonesarebecomingsmarter–(smartphones).Theentirewin/telecosystemfacescompetitionandthreatsfromthenewlyemergingandpowerfulecosystems.1.Thebattleoftheeco-systemARMTISamsung高通ADIWindowsCESymbianLinuxISVOSVCHIPSODMOEMMTK(Apps+Nueclus+Chip)AllinoneturnkeyplatformODMs/OEMsIndependentSoftwareVendorsBELLWAVETELSONINNOSTREAMSEWONNokiaSamsunge聯(lián)想DopodMultipleparallel“OS/chip”basedecosystemsthrivesinthemobilephonesector.EachOS/Chipcomboenablesan entireecosystem.Asphonesare becomingsmarter,PCbased applicationshavebeenseamlessly transplantedonsmartphones.Powerfulconsumerbrandssuchas Iphone,Gphone,SonyPSP,Nokia willleadinthebattleof“PCvs.smart phone”.Asphonesbecomesmarter,line betweenPCandPhoneisgettingmore andmoreblurry.TraditionalODMs, OEMs,ISVsarenolongerboundedby theoutdatedboundariesthatdefinetheirbusinesses.Therefore,thereisagoodchancethewin/telbasecouldberadicallyeroded bythesenewparallelecosystem.ARMTISamsung高通ADIWindowsCESymTheriseoftheinformationecosystem:howmobiledevices,personalcomputing,media,andtheinternetallfittogether.Theriseofinternetirreversiblychanged theinformationflow.PCmakersworld overbenefitedbytheinternet.B.Mobileinternetwillbethecatalystto furtherpropelthemovementof informationIntheeraofSmartphone,mobile devices/PCcannolongerstandalone asaseparateindustry.Theyareall embeddedinthelargerinformation ecosystem.i.e.Iphone/appleshop, Gphone/google,PSP/games,etc.D.Thosesystemthatembracesthe informationecosystemwillstand towin.Theriseoftheinformatione2.ChallengesfortheIntelledMoblin/MID/Netbookinitiatives.Currentnetbookproductpositioncould cannibalizeintothelaptopmarket.CurrentMIDproductslackdistinct advantageoveranycurrentsmartphones products.Atbestitwillfurthercannibalize intothenetbookandlaptopmarket hereinChina.AtleastinChina,Moblin,MIDplayersare stillthosefromthewin/telcamp.Lack innovationinproduct,businessmodel, andmostlylacksupportfromthevast andyetfastemerginggrassroot applicationdevelopers,content providers,andnewclassofOEMs. (thehugeMTKOEMbase). Itislackingainfoecosystemtosupport theMIDproductsale.2.ChallengesfortheIntell3.What3GmeanstoChinaMarketshareofOSincurrentsmartphoneA.Internetwillbeextendedto

thealreadybiggestmobilephoneuserbaseintheworld.FormostoftheChinese,theirfirsttime internetexperiencewillbeinthe3G environment,viatheirphone-smartphone.Smartphonewilldefinethe3Gera.Allsmartphonesareessentially“mobile internetdevices”.Therefore,awellstructuredinformation ecosystemwillbecriticallyimportantin Chinaforanymobiledevicebrands.Winningthe“eyeball”oninternetcontentbecomestheultimateobjectiveofgamesforanymobileedgedevicebrands.3.What3GmeanstoChinaMarke4.OpportunitiesforIntelinChina.

TapintothevastMTKOEMbasebyre-engineeringthemoblin/OSIproductpositioning.ARMTISamsung高通ADIWindowsCESymbianLinuxISVOSVCHIPSODMOEMMTK(Apps+Nueclus+Chip)AllinoneturnkeyplatformODMs/OEMsIndependentSoftwareVendorsBELLWAVETELSONINNOSTREAMSEWONNokiaSamsunge聯(lián)想DopodByincorporatingchipset,ODM,ISV functionalities,MTK’sonestopshop productstrategygreatlylowerthebarrier ofentryforOEMs.Thereforethousandsof smallshopshavesincebecomeMTKsOEM.MTKanditsvastecosystemproducesat least?ofallmobilephonemanufactured inChinaalone.Theirmarketshareranges from25%inbigcitiestoupto50%insmaller Chinesecities.CurrentconsumersofMTKphoneswillbe thefirsttimeinternetusersinthenew3G environment.Perfectintel/MIDcustomers.D. Duetothelackinupscaleproducts, MTK’sOEMbaseisprimefor“winback” providedthemoblin/OSIpositionssimilarly tothatofMTKtoday.4.OpportunitiesforIntelinNewmoblin/OSIposition,multiplelinuxplatforms;enablingrichedgeproductmixbasedonverticalcontentandapplications.NvidiaARMIntelProductPositioningofNew“OSV”sMoblin/API/SDKIndependentSoftwareVendorsInternetContentProvidersTurnkeyplatformPCsSmartPhonesMIDODMsOEMsNetbookTapintoexistingChineseLinuxOS developerbase,cultivatemultiple OSIonMoblinplatform.Encourageproductpositiontobeaone stopplatformwhichincorporates application,verticalinternetcontents. Thiswillshortenthe“timetomarket” cycle.Thisnewproductpositioningwill alsoattracttheparticipationofthe existingMTK’sOEMbase.Innovativedevelopmentfocusedinthe areaofuserexperienceonthedevice itself.Helprefineandsupportcurrentrevenue modelofOSI;i.e.Residual/sharedrevenue fromchipsetsale,andcontentsales.

Newmoblin/OSIposition,multiInitiatea“walledgarden”contentecosystemstrategybasedonverticalinternetcontent/applicationtosupporttheembeddedproductizationofMIDinchina.Anotherwords,tobuilda“backend”forMIDaccessedcontents.ThisisaveryimportantcatalysttopushMIDsalesinChina.NewsSNSVideoIntelinsideInteltosupportagrassrootinternetcontent aggregatortoconsolidatecontentbasedon verticals.Standardizationoninterfacesamongst contentprovidersandMIDOEMs.New“OSVs”willincorporatespecificcontents, applicationsasturnkeysolutionstoOEMs.Basedontheverticalcontents,aseriesof lowcost,applicationbasedMIDscouldsoonbe launchedviatheexistingMTKchannels.Targetingthevastfirsttimeinternetusersinthe new3Gera.

3rdpartycontentaggregatorMIDforkidsMIDforvideoMIDforGamesLowcostMIDsMIDforSNSInitiatea“walledgarden”conTolookbeyondthecurrentplayers(lookintothemobile ecosystem)tofurtheridentifymorequalifiedOSVsplayersformoblininChina.RepositionitscurrentOSstrategytoonethatcandirectlymarketturnkeyplatformstothehugeexistingOEMbase;thereforeallowingMIDproductstotabintothesewellestablishedsaleschannelsandmarkets.UtilizestrengthofLinux,focusedinnovationonuserexperienceattheedgedevice.Helpcreate/supportanewecosystembasedoninformationflow,specificallyverticalcontentforthebundlingonMIDproductlines.SummaryTolookbeyondthecurrentpla演講完畢，謝謝觀看！演講完畢，謝謝觀看！Highlightsonthereport

“MID/ASINUX–Chinesemobilemarketanalysisandstrategy

PreparedbyIKW-Internetknowledgeworkers.1/28/2009ConfidentialHighlightsonthereport

“MID/1.Thebattleoftheeco-systems.

Win/TelhasdominatedthePCspace.HPDellIBMLenovoUMCASUSTSMCAOCBiostarMSIMicrosoftNAIBMCBEAInforOracleSAPCompuwareIndependentSoftwareVendorsCHIPSODMISVOSVOEMAMDINTELwindowsunixOs/2linuxWelldefinedmutilayeredecosystem.ThisecosystemdefinedITindustryFromPCtoLAPtop,fromnetbooktoMID.Competitionthrivesamongstplayerswithintheecosystem.today,asMobilephonesarebecomingsmarter–(smartphones).Theentirewin/telecosystemfacescompetitionandthreatsfromthenewlyemergingandpowerfulecosystems.1.Thebattleoftheeco-systemARMTISamsung高通ADIWindowsCESymbianLinuxISVOSVCHIPSODMOEMMTK(Apps+Nueclus+Chip)AllinoneturnkeyplatformODMs/OEMsIndependentSoftwareVendorsBELLWAVETELSONINNOSTREAMSEWONNokiaSamsunge聯(lián)想DopodMultipleparallel“OS/chip”basedecosystemsthrivesinthemobilephonesector.EachOS/Chipcomboenablesan entireecosystem.Asphonesare becomingsmarter,PCbased applicationshavebeenseamlessly transplantedonsmartphones.Powerfulconsumerbrandssuchas Iphone,Gphone,SonyPSP,Nokia willleadinthebattleof“PCvs.smart phone”.Asphonesbecomesmarter,line betweenPCandPhoneisgettingmore andmoreblurry.TraditionalODMs, OEMs,ISVsarenolongerboundedby theoutdatedboundariesthatdefinetheirbusinesses.Therefore,thereisagoodchancethewin/telbasecouldberadicallyeroded bythesenewparallelecosystem.ARMTISamsung高通ADIWindowsCESymTheriseoftheinformationecosystem:howmobiledevices,personalcomputing,media,andtheinternetallfittogether.Theriseofinternetirreversiblychanged theinformationflow.PCmakersworld overbenefitedbytheinternet.B.Mobileinternetwillbethecatalystto furtherpropelthemovementof informationIntheeraofSmartphone,mobile devices/PCcannolongerstandalone asaseparateindustry.Theyareall embeddedinthelargerinformation ecosystem.i.e.Iphone/appleshop, Gphone/google,PSP/games,etc.D.Thosesystemthatembracesthe informationecosystemwillstand towin.Theriseoftheinformatione2.ChallengesfortheIntelledMoblin/MID/Netbookinitiatives.Currentnetbookproductpositioncould cannibalizeintothelaptopmarket.CurrentMIDproductslackdistinct advantageoveranycurrentsmartphones products.Atbestitwillfurthercannibalize intothenetbookandlaptopmarket hereinChina.AtleastinChina,Moblin,MIDplayersare stillthosefromthewin/telcamp.Lack innovationinproduct,businessmodel, andmostlylacksupportfromthevast andyetfastemerginggrassroot applicationdevelopers,content providers,andnewclassofOEMs. (thehugeMTKOEMbase). Itislackingainfoecosystemtosupport theMIDproductsale.2.ChallengesfortheIntell3.What3GmeanstoChinaMarketshareofOSincurrentsmartphoneA.Internetwillbeextendedto

thealreadybiggestmobilephoneuserbaseintheworld.FormostoftheChinese,theirfirsttime internetexperiencewillbeinthe3G environment,viatheirphone-smartphone.Smartphonewilldefinethe3Gera.Allsmartphonesareessentially“mobile internetdevices”.Therefore,awellstructuredinformation ecosystemwillbecriticallyimportantin Chinaforanymobiledevicebrands.Winningthe“eyeball”oninternetcontentbecomestheultimateobjectiveofgamesforanymobileedgedevicebrands.3.What3GmeanstoChinaMarke4.OpportunitiesforIntelinChina.

TapintothevastMTKOEMbasebyre-engineeringthemoblin/OSIproductpositioning.ARMTISamsung高通ADIWindowsCESymbianLinuxISVOSVCHIPSODMOEMMTK(Apps+Nueclus+Chip)AllinoneturnkeyplatformODMs/OEMsIndependentSoftwareVendorsBELLWAVETELSONINNOSTREAMSEWONNokiaSamsunge聯(lián)想DopodByincorporatingchipset,ODM,ISV functionalities,MTK’sonestopshop productstrategygreatlylowerthebarrier ofentryforOEMs.Thereforethousandsof smallshopshavesincebecomeMTKsOEM.MTKanditsvastecosystemproducesat least?ofallmobilephonemanufactured inChinaalone.Theirmarketshareranges from25%inbigcitiestoupto50%insmaller Chinesecities.CurrentconsumersofMTKphoneswillbe thefirsttimeinternetusersinthenew3G environment.Perfectintel/MIDcustomers.D. Duetothelackinupscaleproducts, MTK’sOEMbaseisprimefor“winback” providedthemoblin/OSIpositionssimilarly tothatofMTKtoday.4.OpportunitiesforIntelinNewmoblin/OSIposition,multiplelinuxplatforms;enablingrichedgeproductmixbasedonverticalcontentandapplications.NvidiaARMIntelProductPositioningofNew“OSV”sMoblin/API/SDKIndependentSoftwareVendorsInternetContentProvidersTurnkeyplatformPCsSmartPhonesMIDODMsOEMsNetbookTapintoexistingChineseLinuxOS developerbase,cultivatemultiple OSIonMoblinplatform.Encourageproductpositiontobeaone stopplatformwhichincorporates application,verticalinternetcontents. Thiswillshortenthe“timetomarket” cycle.Thisnewproductpositioningwill alsoattracttheparticipationofthe existingMTK’sOEMbase.Innovativedevelopmentfocusedinthe areaofuserexperienceonthedevice itself.Helprefineandsupportcurrentrevenue modelofOSI;i.e.Residual/sharedrevenue fromchipsetsale,andcontentsales.

Newmoblin/OSIposition,multiInitiatea“walledgarden”contentecosystemstrategybasedonverticalinternet

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