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Keyword low-end smart phone chip Qualcomm MTK "Thousands of smart phone program, your choice of wisdom! I agree with the slogan that Lianpei shot!" Qu Yan Chen, vice president of Qualcomm in this "IIC" smartphone summit theme In the opening remarks of the speech, he said that he pointed to the words on the billboards of Lianxin Branch. The advertisements were quoted in the conference room of the “Smartphone Summit Forum†and it was clear that Qualcomm Yan Chenyi’s first opening remark was quoted. The low-end and mid-range smartphones are Qualcomm's major offensive markets in China this year. What's even more obvious is that in addition to Qualcomm and Linkcore, the Taiwan Xunhong technology on the IIC is also the main low-end smartphone solution as always. It is imperative that “there is no minimum, only lower!â€; Spreadtrum also publicly demonstrated for the first time. They will launch the EGDG smartphone platform on Q3 this year. Of course, they are consistently implementing Spreadtrum’s style for low-end consumer groups. Finally, the smartphone iVio (Fanzhuo Communication Design) based on MediaTek MT6516 platform was on-site at the IIC. Dismantling, with Nokia's X5-01 PK, actually get more votes from the audience. Although Ruizhou Microelectronics has not exhibited at this time, but recently it has chewed out thousands of TD smart phones based on its RK2818 platform, STE has to enter the low-end smart machine market...
It seems that 2011 is destined to be the first year for low-cost smart phones to take off. Everyone agrees that only low-priced smart phones will allow the Chinese smartphone market to take off. “The 700 yuan smart phone will be the tipping point for the smart phone market. Guo Weixue, director of Spreadtrum’s communications software products, said at the summit. In 2012, the low-end smart phone market will have a bloody battle. Who will win? Who is the owner of the smartphone market in 2012?
Qualcomm: It is necessary to combine low-end cost advantages with local supply chains. “Smartphones are expanding into the mass market. It is estimated that global smartphone shipments will reach 2.5 billion units in 2011-2014, and low-end and mid-range smartphones will lead growth. In 2014, shipments of low-end and mid-range smart phones will increase by 9 times from 2009, and shipments of high-end smart phones will only increase by three times.†Yan Chen’s analysis shows that, obviously, such a huge incremental market is a must for Qualcomm. To grasp.
Last year Qualcomm established a R&D center in Shanghai that specializes in reference design solutions for small and medium-sized customers. The interpretation of the industry is basically the Turnkey program. The goal is to allow hundreds of US dollars smart phones to quickly distribute goods in order to realize Qualcomm high, medium, and low smartphones. All-around vision. This legend was basically confirmed on the IIC. "This year, the Qualcomm 7K series will focus on the entry-level smart phone market, and will also introduce an improved version of the 7K series in the second half of the year. Our strategy is basically to enter the low end of the mid-range chip six months later, and after the high-end chip is released six months later, some high-end features are also It will enter the middle end," Yan Chen said. "This year, Qualcomm and its customers in China will work more closely together and the cooperation will become more and more widespread. Not just ZTE and Huawei. We have found that many Chinese manufacturers' design capabilities are improving very quickly." Many manufacturers are already doing dual-core products, and some even do Lte's terminals.†He added, “Chinese manufacturers' opportunities are not only in China but overseas and in the global market.â€
However, although Qualcomm has demonstrated its determination to fully enter the low-end smart phone market, some people in the mobile phone industry believe that with the reference design of Qualcomm, the cost of BOM will be at least US$15 more than the MT6573 that will be launched in the second half of MTK. Qualcomm To reduce costs, in its reference design, it is necessary to introduce local peripheral ICs. For this issue, Yan Chen conceded that more and more local peripheral devices will be used in the BOM of low-end smart phones. “We are doing this. He said to Chang Xu. However, it is not known to what extent the Qualcomm will be open. In addition, Qualcomm's action on dual-card dual-standby does not seem to be fast enough. "Basically, low-end smartphone users all need dual-card dual-standby features," said an industry veteran.
Therefore, Chang Xu believes that whether Qualcomm can dominate the low-end smartphone market in 2011 depends on his progress in the following aspects: First, whether the Shanghai R&D center will achieve the design capabilities and technical support capabilities described by him; second, the BOM board. Can you introduce more local ICs with superior cost performance? Third, how to deal with the delivery and technical service support of dozens of customers after mass shipment? Over the past few years, although Qualcomm has signed 60 authorized customers in China, there are not a lot of genuine shipments. This year, as in the case of Qualcomm's plan, customers in the Turnkey model have begun mass shipments, which is a great challenge to Qualcomm's delivery services and technical support. From a global perspective, they have not faced so many customers. Experience, so the introduction of agents may be a must-go path. How does the high-pass meeting try to cooperate with agents? These must allow time to test.
MTK zero license is bundled, smart phone shipments to see the face of Qualcomm IIC site dismantling, we have the privilege of access to Shanghai Fanzhuo communications design based on MediaTek MT6516 platform dual SIM dual standby Android2.2 smart phone, the main Frequency 416MHz, 3.0MAF camera, 3.5-inch HVGA screen, optical mouse, customized for overseas iVio brand. Although on-site and Nokia X5-01 mobile phone PK iVio won twice and lost once, popular with users, but the frequency of 416MHz and only support EDGE hard injuries will still make consumers feel unsatisfied. These two flaws also made it impossible for MT6516 to push low-end smartphones to large-scale commercial applications. It could only be said that MTK is testing the low-end smartphones.
This year is really worth looking forward to be MT6573, it uses ARM11-based processors, clocked to 650MHz, Internet access speed support HSPA up to 7.2Mbps/5.76Mbps, also supports dual-card dual standby, multimedia specifications have also increased, For example, up to 8 million pixels, the touch screen supports FWVGA resolution. At present, the platform is already in the design of brand mobile phone manufacturers, MTK said that the terminal can be listed on the market this year. In addition to brand manufacturers, many MTK platform mobile phone design companies are very optimistic about this chip, "We expect to soon be able to import this platform." Fan Zhuo communications CEO Liu Junming also revealed. MTK placed its 3G and smartphone dreams on this platform.
However, because it is a WCDMA/HSPA platform, MTK is still firmly controlled by Qualcomm, because all MTK's WCDMA customers must first obtain Qualcomm's authorization, and MTK must also notify Qualcomm of all WCDMA chips. The volume. “Qualcomm is too paralyzed, and MTK is clearly unable to fight it. When MTK and Qualcomm talked about the licensing of WCDMA, Qualcomm gave MTK zero royalty, but in fact MTK was clamped by Qualcomm. MTK was not as good as it was. Millions of dollars to buy more freedom. Therefore, the original zero grant is not a good thing." An industry veteran commented.
MTK wants to let Gao Tong let him go, only one kind of situation may appear - this is Qualcomm's competitive rival Broadcom to increase investment in the mobile phone market, especially in the Chinese market investment. However, Broadcom’s mobile phone business is thunderous and has little rain. It has been heard that Broadcom needs to cut into small and medium-sized customers and expand market share, but this is just a legend. However, the situation may really change this year, because at the beginning of the year, Broadcom’s US headquarters just fired two VPs, one is the general manager of the BB (baseband) business unit, and the other is the coprocessor/application processor business unit. The general manager, the time was shortly after Qualcomm acquired Atheros. It seems that Broadcom CEO decided to compete with Qualcomm on the mobile phone, because Qualcomm's acquisition of Atheros, made up for Qualcomm's short board in the wireless IC market, which also poses a huge challenge for Broadcom to dominate the market-leading wireless IC. However, whether Broadcom can change the supply pattern in the mobile phone market after this major adjustment, whether it can change the previous style and provide strong support to small and medium-sized customers, these are still variables.
Therefore, Chang Xu believes that MTK's prospects in the low-end smart phone market are very variable, and MTK's customer loyalty is undergoing a severe test.
Xunhong smart phone program: there is no minimum, only a lower "This year we want to let the price of ultra-low-end Android smart phone sold to 499 yuan, while our mid-range smart phone prices will also be less than a thousand dollars." Taiwan Xun macro technology business unit Sales Director Jian Hongjia said in the "Smartphone Summit".
Xunhong can be said to be the price killer of Android smart phones, and it vowed to make the price of smart phones not the lowest, only lower. However, Jane Hongjia pointed out: "Although the price of smart phones has fallen to 499 yuan, it is still more profitable for mobile phone design companies than it is now. Therefore, it will be welcomed by them. Our low prices The smart phone is to replace mid-to-high-end feature phones at the same price."
For Xunhong page: Xunhong's main i9828 evaluation board this year.
Last year, Xunhong launched the ultra-low-end Android smart machine platform - iM9815, EDGE, using ARM9 core clocked at 300Mhz, supporting Android1.5, but he admitted that last year's shipments were not large, "We are trying Water low-end smart phone market," he said. This year, they will focus on the latest generation iM9828, still EDGA dual card dual standby, but clocked up to 520Mhz, support Android2.2 and WVGA screen, including RMVB hard decoding 720P30fps. Jane Hongjia special emphasis on the iM9828 for 3D graphics Functional support: "Although our main frequency is not high, but because of changes in some Android programs, replaced by hard solutions, and include 2D/OpenGL3D graphics hardware acceleration, so the test results show that our 3D graphics features get quite high Scores." He explained that based on Qualcomm's Neocore benchmarking test results, the iM9828's 3D graphics acceleration function is comparable to a 1GHz clocked smartphone platform. "For example, the i9828 scored 30.5fps, and some competitors scored more than 20fps, or even 11fps." He said.
Jane Hongjia said that the Android2.2 smart phone based on the i9828 platform can achieve a minimum price of 549 yuan. "Our peripheral wireless devices use the SIP module of the group affiliate company and also have a cost advantage. Together with the parent company Wanghong Electronics Group owns six." The memory factories of inch, eight-inch and two 12-inch wafer fabs have been widely deployed in the smartphone Internet era, and key ICs such as baseband, power supply, mobile payment, digital television, and interactive multimedia advertising information machines have been completed. Commercial listing, so borrowing the power of the group, Xunhong has a strong cost advantage in the smart phone market."
According to Jian Hongjia, iM9828 currently has more than three design orders on the mainland, and the terminal can be available in June. Chang Xu believes that Xunhong's greatest difficulty lies in being a new chip company entering the mobile phone market. It takes time to accumulate and market experience to make the products more stable and to gain the confidence of the users' batch shipments. In addition, the iM9828 platform is still the EDGE standard, and speed is also a problem. Jane Hongjia said that they are developing the next generation of a platform - support for HSPA iM9838, the kernel uses ARMCortextA8 + 1.2G DSP dual-core.
Spreadtrum: Can the Turnkey mode be successfully applied to smart phones?
"Low-income people can't be discriminated against, and some of the high-end mobile phones have features that we will import into the low-end user groups." Guo Weixue, director of communications software products at Spreadtrum, said at the summit, "Low-cost mobile phones must also provide microblogging, QQ and The application software download function will also have the same touch screen configuration as the smart machine."
Although all services are currently concentrated in feature phones, Guo Weixue said that Spreadtrum is still looking forward to the arrival of the smart phone era. “We believe that China’s smart phone era has not yet arrived, and the low-cost smart phones under 700 yuan are the smart phone market. The tipping point, we will not lose to any competitors." He said with confidence. Of course, his self-confidence makes sense. Spreadtrum has already prepared for the advent of the smart phone era.
At the meeting, Guo Weixue demonstrated for the first time that Spreadtrum’s upcoming commercial Android smartphone platform, the SC6810, supports EDGE, uses ARM9, is clocked at 400MHz, and supports H.264 and HVGA screens. "We will use advanced 40nm technology to achieve a better price/performance ratio." Guo Weixue said that this chip engineering sample has been returned. Currently in the customer's design, the terminal will be listed the fastest in the second quarter of this year. “We will adopt the successful Turnkey business model in the feature phone market to promote the rapid adoption of low-cost smartphones,†he stressed.
Spreadtrum’s platform will obviously be aimed at the ultra-low-end smartphone market. The direct hit is MT6516 and i9828. Spreadtrum’s confidence is full, but Chang Xu’s concern is whether Turnkey’s model will succeed in smart phones. The design complexity of smart phones is unmatched by feature machines. Flexibility is also unmatched by feature machines. However, when we see Guo Weixue, the head of Spreadtrum Software Platform, as confident, we report with enthusiastic expectations.
Linkcore: How to take advantage of single-chip smart phones?
Recently, the bid for the thousand yuan TD smart phone and China Mobile 12 million TD mobile phones has become a hot topic in the mobile phone circle. At the Beijing Communications Exhibition in October last year, Ruijie, a mobile phone design company, demonstrated that the terminal that was claimed to be the first Qianyuan smartphone with the RK2818+STE7210 from Rockchip was officially released at the Barcelona Communications Exhibition in February this year. In the case that TD main chip manufacturers are still unable to provide Android solutions, this AP+BB approach is also the mainstream architecture of the market.
However, the IIC on the core technology to show everyone two of their smart phones using TD single-chip LC1809 - Yulong Cool thousand yuan TD smart machine, configure Android2.2, automatic dual-mode single standby, for fashion, Popular TD smart phone market. It is reported that the two models have participated in the tender for China Mobile and will be listed on the scale in March. This single-chip solution challenges the mainstream architecture of AP+BB. “Single-chip smart phones will subvert the smart phone market.†Liu Guangjun, Chief Expert of Datang Telecom Group and General Manager of Lianxin Technology Marketing Department pointed out at the IIC's Smart Phone Summit. "With a single-chip TD smartphone, there is a considerable advantage in terms of PCB area, cost, and power consumption," he said.
Liu Guangjun analyzed that, compared with traditional smartphones, the single-chip smartphone solution reduced the number of main chips from 7 to 4; the hardware architecture was greatly simplified; the layout of peripherals was also simplified accordingly, which could reduce the overall number of BOMs in handsets by 140 devices. The total machine cost can be reduced by about $15 or more. The PCB area has also been reduced by 30%, making the smartphone lighter and thinner. “The power consumption aspect can overcome the shortcomings of the current TD smart phone's large power consumption, making the overall power consumption drop by more than 40%, especially in the multimedia business, the power consumption is reduced by about 150mA.†He pointed out.
In addition, as the sponsor of the TD standard, Datang Telecom has a mature TD protocol stack and fully integrated mobile custom services to reduce the R&D difficulty for users and accelerate the market. Therefore, the cost advantage coupled with the advantages of Lianxinke in the protocol stack and China Mobile's customized business, Liancore's LC1809 single chip will be a very good choice for low-cost smart phones, but Chang Xu still worried that the For the highly integrated, quad-core (dual ARM+Dual DSP) LC1809 platform, the biggest challenge for Lianxin is stability, especially after large-scale mass production. Time and market are the best weapons for testing stability. Last year, the bulk shipment has also been quad-core LC1808 platform. This time, Yulong Coolpad has helped the mobile phone industry Big Brother, and hopes that the joint core can lead the development of single-chip TD smart phone market.
Low-end smart phone chip platform comparison analysis
Abstract: Smartphones are expanding into the mass market. It is expected that global smartphone shipments will reach 2.5 billion units between 2011 and 2014, and low-end smartphones will lead growth.