Home » Articles posted by Nacsa Sándor (Page 33)
Author Archives: Nacsa Sándor
MWC 2012 day 1 news [Feb 27, 2012]: Samsung and Nokia
Samsung had a number of enhanced GALAXY products (see them in the “Details for Samsung” section below). The really strong message from innovation point of view from them has, however, been (considered by them as “hidden gems”):
Samsung Mobile – Beyond Product [SAMSUNGmobile YouTube Channel]
Tour the Samsung Mobile booth at Mobile World Congress 2012 in Barcelona. Find out more about our new innovations, from AllShare Play and Control through Smart Driving and Smart School to NFC mobile payments.
UPDATE: for Nokia the major competition is the overall Android ecosystem, and not only in the proper smartphone market as:
– repeatedly stressed by Stephen Elop, the CEO of Nokia:
Our number-one focus is competing with Android. [see here and here]
The principal competition is Android, and then Apple. [see here]
– indicated in relevant excerpts from the Nokia 2011 fiscal year report [March 8, 2012] as:
Market overview
… Today, however, the distinction between these two classes of products is blurring. Increasingly, basic feature phone models, supported by innovations in both hardware and software, are also providing people with the opportunity to access the Internet and applications and, on the whole, offering them a more smartphone-like experience.
Whether smartphones or feature phones, mobile devices geared for Internet access and their accompanying Internet data plans are also becoming increasingly affordable and, consequently, they are becoming attractive to a broader range of consumer groups and geographic markets. A notable recent development has been the increased affordability of devices based on the Android platform, which has enabled some vendors to offer smartphones for below EUR 100, excluding taxes and subsidies, and thus address a portion of the market which has been dominated by more basic feature phone offerings.
….
Competition
… some competitors’ offerings based on Android are available for purchase by consumers for below EUR 100, excluding taxes and subsidies, and thus address a portion of the market which has been traditionally dominated by feature phone offerings, including those offered by Nokia. Accordingly, lower-priced smartphones are increasingly reducing the addressable market and lowering the price points for feature phone. …
Principal Factors & Trends Affecting our Results of Operations
Devices & Service
…
Increased Pervasiveness of Smartphones and Smartphone-like Experiences Across the Price Spectrum
During the past year, we saw the increasing availability of more affordable smartphones, particularly Android-based smartphones, connected devices and related services which were able to reach lower price points contributing to a decline in the average selling prices of smartphones in our industry.
This trend affects us in two ways. First, it puts pressure on the price of our smartphones and potentially our profitability, as we need to price our smartphones competitively. We currently partially address this with our Symbian device offering in specific regions and distribution channels, and we plan to introduce and bring to markets new and more affordable Nokia products with Windows Phone in 2012, such as the Nokia Lumia 610 announced in February 2012. Second, lower-priced smartphones put pressure on our higher-end feature phone offering from our Mobile Phones unit. We are addressing this with our planned introductions in 2012 ofsmarter, competitively priced feature phones with more modern user experiences, including software, services and application experiences. In support of our Mobile Phones business, we also plan to drive third party innovation through working with our partners to engage in building strong, local ecosystems.
…
Full information is in the Nokia’s strategy for “the next billion” based on software and web optimization with super low-cost 2.5/2.75G SoCs [Feb 14 – March 8, 2012] post on this blog.
END OF UPDATE
For Nokia, accordingly, a number of innovations have already been introduced on the MWC 2012, from the hardware level up to the services which surround all that. So for Nokia I will provide a video-based overview here well before going into the “Details for Nokia” section in the very end:
Nokia Press Conference Highlights from MWC 2012 [nokia YouTube channel]
Key points: Nokia Lumia 610 is announced. Award-winning Nokia Lumia 900 will become available in various markets outside the US. Nokia PureView elevates industry standard in smartphone imaging. New Asha feature phones and services grow increasingly ‘smarter’.
Nokia Lumia 610 Hands-On Video [nokia YouTube channel]
The funky Nokia Lumia 610 http://nokia.ly/AztJvZ is the most affordable Lumia phone yet, but it delivers everything you need in a smartphone. The People Hub pulls family and friends’ contact details in one place, along with Facebook and Twitter feeds. A choice of colours, with metallic trim, makes the phone an individual style statement. [$254 (€189). Has a 3.7” 800 x 480 WVGA LCD display.]
The Windows Phone Xbox tie-in and 5-megapixel camera add to the funky package. And Nokia Music, with Mix Radio (availability may vary by market), Nokia Maps, Nokia Drive, Nokia Transport and Nokia Reading – make this phone unbeatable value.
UPDATE: the Nokia Lumia 610 won Tom’s Hardware Best in show and Best Budget Smartphone from Laptop. See here.
Introducing the White Nokia Lumia 900 – Live Large [nokia YouTube channel]
Meet the new Nokia Lumia 900 with Windows Phone http://nokia.ly/zoyq6L Find out how fast amazing can be. And social. And beautiful. With its award winning design including front facing camera and Live Tiles, keeping in touch with friends, and the entire Internet, has never been so easy. [$645 (€480). Has a 4.3” 800 x 480 WVGA AMOLED ClearBlack display with Gorilla Glass.]
Experience The Amazing Everyday.
First Look at Nokia Reading on Nokia Lumia [nokia YouTube channel]
In this hands on video, Rhidian from Nokia talks about Nokia Reading, a premium e-book and audio experience service announced at Mobile World Congress 2012, and shows how it works on Nokia Lumia.
Nokia Reading will be available for Nokia Lumia handsets from April and will first launch in six markets (UK, France, Germany, Italy, Spain and Russia) with more to follow.
UPDATE: Nokia Reading: Get gripped by a great book [Nokia Coversations blog, Feb 28, 2012]
Nokia Reading follows the same simple and elegant panorama design we’ve become used to with other services, delivering the whole experience through a beautifully designed “reading hub.”
Nokia is working with some of the world’s biggest publishers, including Penguin and Hachette, and Pearson to launch a world class e-book and audiobook experience that’s been designed specifically for the Nokia Lumia.
Using a single, simple app you can choose your own favourite authors, or select bestselling novels and the top local books in your own language. If you’re not sure that you’ll like a book, Nokia Reading lets you browse some sample pages before you buy. Or you can download and read one of the thousands of classic works of literature that will be available for free.
Once you have chosen a book, large, clear, smartphone screens like those on the Nokia Lumia make reading an enjoyable experience – and you can switch to ‘night mode,’ change the font or adjust brightness, if your eyes get tired in the evening. It’s also great on an underground train or plane, because you can read everything offline after downloading beforehand over WiFi or mobile network
In coming months you’ll also be able to create a personalized magazine page (called “news stream”) that updates content across the most popular categories, and adds web content from your chosen sites.
Nokia 808 PureView – The next breakthrough in photography [nokia YouTube channel]
The game changer! Nokia 808 PureView http://nokia.ly/xz6mhS takes every bit of image goodness captured by a 41MP sensor and Carl Zeiss lens and turns it into beautifully detailed images and Full HD videos. Be ready to shoot and share with friends in an instant. [$605 (€450). Has a 4” 640 x 360 16:9 nHD AMOLED display.]
The Nokia 808 PureView also features exclusive Dolby Headphone technology, transforming stereo content into a personal surround sound experience over any headphones and Dolby Digital Plus for 5.1 channel surround sound playback.
UPDATE: Zooming in on Nokia PureView [article on the Nokia Conversations blog, Feb 29, 2012]: meet the brains behind Nokia PureView Eero Salmelin and Juha Alakarhu, and also learn the history of this 5 years long journey that lead to the delivery on MWC 2012
UPDATE: Nokia 808 PureView partner makes it unbeatable [Nokia Conversations blog, March 1, 2012]
Dolby reveals audio secret of new phone’s success
…
Taking pride of place at their stand, the world’s best camera phone owes much to Dolby technologies for helping to make it an HD mobile entertainment device.
For the PureView is also about pure audio thanks to its high-definition Dolby Digital Plus 5.1-channel surround sound which plays on HD TVs, and home theatre systems, and when combined with Dolby Headphone technology – also built into the PureView – provides a personal 5.1 surround experience over any headphones.
Nokia is also bringing the Dolby experience to other smartphones with Nokia Belle Feature Pack 1 software upgrade for the Nokia 700, Nokia 701, and Nokia 603, also displayed on the Dolby stand.
Mobile Sales Director Shawn Richards talked us through the tech on a Nokia 700 with a demo from Batman movie The Dark Knight.
He explained that the Dolby Headphone upgrade transforms stereo content into a personal surround sound.
“You get a more natural, engaging, and authentic sound,” he said. “Good audio is even more important when you are watching a movie on a small screen. And Dolby Headphone creates a totally immersive feel.”
…
UPDATE: Nokia 808 Pureview – Best New Mobile Handset, Device or Tablet at Mobile World Congress 2012 [nokia YouTube channel, March 1, 2012]
Nokia 808 PureView wins top MWC award!
Our awesome camera phone scoops the top award from Mobile World Congress 2012 judges.
UPDATE: Damian Dinning explains Nokia PureView technology [nokia YouTube channel, Feb 29, 2012]
Nokia’s imaging expert Damian Dinning explains the breakthrough camera technology behind Nokia 808 PureView.
You could also check out the gorgeous photos taken with Nokia 808 PureView from the flickr.
UPDATE: Nokia PureView Q&A with Damian Dinning [interview on the Nokia Conversations blog, March 1, 2012]
Nokia Stereo Bluetooth Headset BH-221 – See what you hear [nokia YouTube channel]
The new Nokia Stereo Bluetooth Headset BH-221 comes with an integrated FM radio and OLED display. It as excellent audio quality and NFC for easy pairing with your phone. Learn more at: www.accessories.nokia.com
Nokia Asha 302: Meet the designer [nokia YouTube channel]
Nokia Asha 302 http://nokia.ly/xXK4kV was designed with one simple goal in mind – to design the best looking QWERTY phone for today’s urban professionals. The metallic touch points, bold and sophisticated colors and smooth edges help users stand out and project success giving the phone a great premium feel. [$128 (€95). Has a 2.4” 320 x 240 QVGA TFT display.]
UPDATE: The Nokia C3-00 won Best Feature Phone or Entry Level Phone at the GSMA Awards 2012 in Barcelona. Blanca Juti, VP for Mobile Phones Product Marketing said to Nokia Conversations after collecting the prize: “It’s great for our products going forward, because the Nokia Asha 302 we launched yesterday is pretty much the successor to C3 which has had an amazing run in the market.” See here.
Nokia Asha 302: Premium All Round QWERTY [nokia YouTube channel]
Nokia Asha 302 http://nokia.ly/x5m2zm is a QWERTY phone with great value for money. It is packed with a 1 Ghz processor and is great for social networking, Email, Instant messaging, supports Mail for Exchange and has a premium design with stunning looks.
Nokia Asha 203: Simply touch, connect and play [nokia YouTube channel]
The Nokia Asha 203 http://nokia.ly/x78ZBe is a touch phone with a traditional keypad, offering fast and affordable access to the internet, easy access to email and social networks as well as a 40 EA games gift offering. [$81 (€60). Has a 2.4” QVGA display.]
Nokia Asha 202 Dual SIM: Simply touch, connect and play [nokia YouTube channel]
The Nokia Asha 202 http://nokia.ly/yOGbDA is a touch phone with a traditional keypad, offering fast and affordable access to the internet, easy access to email and social networks as well as a 40 EA games gift offering. Plus it comes with Easy Swap Dual SIM. [$81 (€60). Has a 2.4” QVGA display.]
After exactly a year from the announcement of their new strategic set-up and direction it is quite obvious from all that above that Nokia is well on to realizing the corresponding transition. In fact they are redefining themselves which is well described by this video just published 2 days before the start of MWC 2012:
The New Essence of Nokia [nokia YouTube channel]
We believe that everybody can have a richer, fuller life every day, everywhere. That means upgrading an ordinary moment to an exciting one or finding an unexpected experience to share with others. Intuitively, fast and easy. This is Nokia’s new mantra, this is the new essence of Nokia.
I see this overall brand message fitting rather well with their new and enhanced portfolio as you could judge for yourself from the above video presentations. In this way they have proceeded quite well from the disastrous situation they were a year ago, and which had been described quite extensively in the following post on this blog: Be aware of ZTE et al. and white-box (Shanzhai) vendors: Wake up call now for Nokia, soon for Microsoft, Intel, RIM and even Apple! [Feb 21 – March 25, 2011].
Details for Samsung
- Samsung’s new GALAXY Tab 2 (7.0) offers optimal multimedia experiences in life[Samsung global news, !! on Samsung Forum 2012 in Europe, Feb 13, 2012 !!]
- Samsung’s new GALAXY Tab 2 series offers optimal multimedia experiences in life[Samsung Mobile Press release on MWC 2012]: the content is different, with detailed product specifications
- Samsung GALAXY Beam [global Samsung microsite]: “Beam Projector Smartphone”
- Share the Fun with Samsung GALAXY Beam[Samsung Mobile Press release on MWC 2012 with product specification included]
- Game On With Samsung GALAXY S WiFi 4.2 [Samsung Mobile Press release on MWC 2012]: “Samsung introduces GALAXY S WiFi 4.2, the best of Android experiences with powerful gaming on the go. This experience is further enhanced with the device’s superior SoundAlive audio system, offering great sound either through a front stereo speaker or headphones. A gyroscope sensor enables the user to control the device by moving it, providing truly engaging and intuitive gaming.”
- Boost your Creativity and Productivity with GALAXY Note 10.1 [Samsung global news, on MWC 2012], also as a Samsung Mobile press release
- Samsung Enriches SAP’s Mobile Offerings with Android Devices [Samsung Mobile Press release on MWC 2012]: “Samsung today announced that SAP AG has selected Samsung’s GALAXY S II and Galaxy Tab 10.1 for internal use. Today’s announcement marks the first time that Android-based smartphones and tablets have been deployed by SAP to help enhance employee productivity.”
- Related new product pages on Samsung Mobile Press:
– GALAXY Tab 2 (7.0)
– GALAXY Tab 2 (10.1)
– GALAXY Beam
– GALAXY S WiFi 4.2
– GALAXY Note 10.1 - MWC 2012: The Android arms race is heating up: Case in point, Samsung
- Samsung Galaxy S III full specs [leaked]: 1.5GHz quad-core, 1080p display, ceramic case
- UPDATE: Chinese closing gap in hardware [Korea JoongAng Daily, Feb 29, 2012]: “Samsung decided not to reveal its third-generation Galaxy S smartphone at this year’s MWC due to fears it could give Chinese handset makers an advantage, insiders say. Samsung showcased its Galaxy S II smartphone at last year’s event, and launched it commercially three months later. Chinese companies are believed to have taken cues from the device, and they subsequently made strides in developing their own gadgets. To avoid a repeat this time round, Samsung plans on revealing the latest Galaxy S smartphone at the same time that it drops it on the market.”
- MWC 2012: Samsung’s Galaxy Tab 2, Galaxy Beam, Galaxy Note 10.1
- MWC 2012: Samsung Galaxy Note 10.1 unveiled
- Video: [GALAXY Beam] First Hands-on Video [SAMSUNGmobile YouTube Channel]
- all 1080+ news items for Feb 27-28 on: Samsung “Galaxy S III”»
- all 879+ news items for Feb 27-28 on: Samsung “Galaxy Tab 2″»
- all 720+ news items for Feb 27-28 on: Samsung “Galaxy Beam”»
- all 651+ news items for Feb 27-28 on: Samsung “Galaxy Note 10.1″»
Details for Nokia
All the launches: Nokia at Mobile World Congress [Nokia Conversations blog]
BARCELONA, Spain – Nokia announces six new phones and an array of new and updated services, advancing its new strategy and setting the pace for 2012.
Here’s our star-studded line-up for Barcelona 2012.
Nokia Lumia 610
The Nokia Lumia 610 is our most affordable Windows Phone to date – and the fourth we’ve brought to market. It’s aimed at young people who want access to a smartphone experience at the right price. Offering access to social networking, games, Nokia Maps and navigation, web-browsing and Nokia Music, the Lumia 610 comes in four bright colours. It will cost just €189 [$254] before taxes and subsidies, and starts shipping in April.
Nokia Lumia 900
First announced in January for AT&T’s LTE network in the US, the Nokia Lumia 900 will now be available worldwide in an HSPA+ edition. The Dual Carrier HSPA phone will allow for downloads up 42.2 Mbps. With a 4.3-inch ClearBlack AMOLED display, mobile media never looked so good, while an upgraded battery means there’s no compromise on longevity.
[Lumia 900 [DC-HSPA variant] $645 (€480) according to the press release]
Nokia 808 PureView
The Nokia 808 PureView extends our leadership in camera phones, with an amazing 41-megapixel sensor, Carl Zeiss optics and brand new pixel over-sampling technology. This means pin-sharp pictures, great low-light performance, yet with the ability to save your images in a suitable file size for social media, MMS and email. Also watch out for full 1080p video recording and exclusive Dolby Headphone technology to enrich the sound of any stereo content.
[The Nokia 808 PureView has a current price of €450 [$605]. It will be hitting stores in Q2 2012. – according to a press report]Nokia Asha 302, 202 and 203
We’re also introducing three new Nokia Asha mobile phones with new capabilities to bring them to smarter heights than ever. Aimed at urban consumers across the world, the Nokia Asha 302, 202 and 203 offer more than ever in terms of work and play. The Asha 302 is a QWERTY phone with support for Microsoft Exchange synchronisation, a first for Series 40 phones. The Asha 202 and 203 bring touch screens to a lower price point than ever and come with a massive entertainment bundle.
[Asha 202/203 $81 (€60), Asha 302 $128 (€95) according to the press release]
Super Services
Not satisfied with six new phones, there’s a whole raft of new and improved services. Nokia Drive for Windows Phone will now offer full, offline maps and turn-by-turn navigation. In addition, there’s Nokia Reading, the best e-book experience for Nokia Lumia. And Nokia Life bringing life skills, parenting, education, agriculture and entertainment services to Series 30 and 50 phones in India, China, Indonesia and Nigeria.
Click through for all the in-depth stories from today’s press conference. We’ll be bringing you even more detail, hands-on experiences and interviews with the brains behind these beauties over the course of the week.
Nokia 808 PureView
- Nokia 808 PureView – revolutionary camera technology; great smartphone[Nokia Conversations blog]
- Nokia 808 PureView ushers in a revolution in smartphone imaging[Nokia press release]
- Nokia PureView imaging technology [Nokia whitepaper, 10 pp.]
- Nokia 808 PureView creates a stir at MWC[Nokia Conversations blog]
- Nokia 808 PureView is star of the booth[Nokia Conversations blog]
- Nokia 808 PureView – The next breakthrough in photography [Nokia Europe microsite]: How it works – It’s a smart smartphone – link to the Product page
- MWC 2012: Nokia’s surprising 41MP Symbian phone
- MWC 2012: Nokia unveils “PureView”, stunning 41-megapixel smartphone
- Nokia 808 PureView tech specs and official photos: “The Nokia 808 PureView has a current price of €450 [$605]. It will be hitting stores in Q2 2012.”
- Video: Nokia 808 PureView [Hands-on][41-Megapixel Camera][MWC 2012][HD]
- MWC 2012: Nokia 808 PureView Ushers in a Revolution in Smartphone Imaging with 41MP Camera (VIDEO)
- all 128+ news items for Feb 27-28 on: Nokia Symbian “41 Megapixel” Camera »
Nokia Lumia 610 and 900 [DC-HSPA variant]
- New Nokia Lumia 610 and Nokia Lumia 900 [DC-HSPA variant] for all[Nokia Conversations blog]
- Nokia expands Lumia experience to new price points and geographies [Nokia press release] Lumia 610 $254 (€189), Lumia 900 [DC-HSPA variant] $645(€480)
- Nokia and Microsoft: 12 months on[Nokia Conversations blog]
- Product pages [Nokia Europe]:
– Lumia 900
– Lumia 610 - Data sheet: Lumia 900
- MWC 2012: Nokia Shows Low-Cost Lumia 610 Smartphone
- MWC 2012: Nokia Lumia 610, Skype Beta for Windows Phone, Tango
- Video: Nokia Lumia 610 demo
- all 1640+ news items for Feb 27-28 on: Nokia “Lumia 610” »
- all 2250+ news items for Feb 27-28 on: Nokia “Lumia 900” »
Nokia Asha 302, 202 and 203
- Asha Monday at Mobile World Congress[Nokia Conversations blog]
- Nokia expands its Asha range with smarter feature phones that improve ways to work, learn and play [Nokia press release]: Asha 202/203 $81 (€60), Asha 302 $128(€95)
- Product pages [Nokia Europe]:
– Asha 202 with dual SIM and touch screen [2.75G connectivity]
– Asha 203 with easy web browsing on an intuitive touchscreen [2.75G connectivity]
– Asha 302with fast 3.5G connectivity in an elegant design - Nokia Browser for Series 40 [Nokia data sheet]: “Even faster and better for more affordable access to the internet. Now available on Nokia Asha 202, Nokia Asha 203 and Nokia Asha 303”
- Nokia Asha for business [Nokia UK page]: “Mail for Exchange … compatible phones include the Nokia Asha 302 and Nokia Asha 303”
- Nokia launches three new Asha phones
- MWC 2012: Nokia Focuses on Developing World
- Hands-on: Nokia Asha 202, 203 and 302 at MWC 2012
- Video: Nokia Asha 302 Hands-on Review
Super Services
- New Nokia Services at Mobile World Congress [Nokia Conversations blog]:
– [Nokia Maps updated for Windows Phone: make the experience simpler, with fewer intrusive objects and signs to get in the way of where you want to go – and a reduced colour palette to allow the brain to process information more easily]
– Nokia Drive for Windows Phone: full, offline maps and turn-by-turn navigation
– [Nokia Public Transport now available as an app on the Nokia Lumia: to plan fast inner-city routes from point to point, and work out your time of arrival]
– Nokia Reading: the best e-book experience for Nokia Lumia
– Nokia Life: life skills, parenting, education, agriculture and entertainment services to Series 30 and 50 phones in India, China, Indonesia and Nigeria - UPDATE: New Maps, Drive and Transport in depth [Nokia Conversations blog, March 1, 2012]
- UPDATE: Mapping the new digital world [Nokia Conversations blog, Feb 28, 2012]
UPDATE: Bing Maps and Nokia Release Unified Map Design [Bing Maps Blog, Feb 28, 2012] - UPDATE: Nokia Transport Beta [NokiaBetaLabs, Feb 29, 2012]
- Nokia Services debut at MWC 2012
- MWC 2012: Nokia Reading, Nokia Transport, Nokia Maps and Nokia Drive 2.0/3.0 demoed
- Nokia updates Drive app, intros Nokia Reading and Nokia Transport
- Nokia Drive upgrade, new Nokia Reading and Groupon deal announced
- Nokia announces Reading, Transport and Life services
- Nokia Reading: Get gripped by a great book[Nokia Conversations blog]:
- Nokia announces Reading app for Lumia phones
- Nokia Drive 2.0, Reading, and Transport apps coming to Lumia range
- Nokia Drive 3.0: first look at future features
- all 518+ news items for Feb 27-28 on: Nokia Drive »
- all 315+ news items for Feb 27-28 on: Nokia Reading »
- all 812+ news items for Feb 27-28 on: Nokia Life »
- all 323+ news items for Feb 27-28 on: Nokia Maps »
- all 258+ news items for Feb 27-28 on: Nokia Transport »
China-based second-tier and white-boxed handset makers targeting the emerging markets
Update: China-based white-box vendors expected to ship 200 million smartphones [DIGITIMES, April 17, 2012]
China-based white-box vendors, mainly due to the availability of inexpensive new chip solutions, have been increasing the production of smartphones, with the total shipment volume expected to reach 200 million units in 2012, according to industry sources in Taiwan.
Taiwan-based MediaTek is offering the makers its MT6575 a chip solution for use in entry-level smartphones in the first quarter of 2012 and will offer the MT6577, a solution for high-level smartphones, in the middle of the third quarter of 2012, the sources indicated. MediaTek will ship 50-70 million chips to China-based white-box vendors to account for nearly 30% of smartphones to be shipped by these vendors in 2012.
In addition, Qualcomm has strengthened its marketing in the China market by offering turn-key solutions to white-box vendors, with prices for a chips lowered to US$6, the sources cited eMedia Asia as indicating.
China-based white-box vendors sell more than 60% of their smartphone output to overseas markets, including 2.5G models for markets where deployment of 3G networks is not mature yet, the sources indicated. White-box vendors are expected to see larger market demand if their production costs for entry-, medium- and high-level smartphones drop to US$60, US$85 and US$130 respectively, the sources pointed out.
China handset makers shifting to smartphones, pushing sales to emerging markets, say sources [Feb 13, 2012]
Demand for 2G feature phones in the China market is expected to subside in the next three years, pushing China-based handset makers to focus on the production of entry-level to mid-range smartphones and also to promote overseas sales, according to industry sources.
Sales of handsets in China grew by 10-15% on year to 260-280 million units in 2011, of which smartphones accounted for 70 million units.
However, total handset sales in the market are expected to drop to 240-250 million units in 2012, of which smartphone models will top 100-120 million units, increasing 43-70% from the previous year, said the sources, adding that handset sales are likely to remain flat in 2013-2014.
With a shrinking share in the 2G segment in the home market, China-based second-tier and white-boxed handset makers are strengthening their ties with retail chain operators or branded vendors in emerging markets, the sources noted.
China-based maker G’Five currently takes up the third-rank title in the India handset market with 7.5% share, trailing after Nokia’s 37.2% and Samsung’s 14.9%, according to data compiled by ABI.
Other brands in India, including Micromax, Spice, Karbonn, Maxx Mobile, Lava and Zen Mobile, have also maintained close ties with China-based handset makers, the sources added.
Earlier information on Micromax, Maxx, Lava and Videocon
(From: The precursor of 2012 smartphone war: Nokia Lumia vs. Samsung Omnia W in India[Jan 3, 2012])
India Handset Shipments, Vendor Market Share, Strategies and Key Trends Q3’2011 [Research and Markets report release announcement, Jan 4, 2012]
This report provides an in-depth assessment of handset shipments, vendor market share, strategies and key trends in Q3’2011 for the mobile handsets industry in India. Mobile handset shipments in India have been increasing and they were highest in 2010 with 146.93 million units. The shipments in 2011 are expected to reach all time high as the shipment for 3 quarters in 2011 is 125.32 million units. By the end of Q4’2011, a yearly figure of 162 million units is expected.
India has been one of the major players in the Asia Pacific handset shipments and since 2009 India has been able to capture more than 20% of the overall Asia Pacific shipments, with a market share of over There has been quarter on quarter growth in the handset shipments in India barring a few exceptions in two quarters.
Local manufacturing has been very beneficial for mobile handset makers in India and many Indian players are manufacturing the product locally. All the other players, who do not have the local manufacturing, are planning to start the manufacturing to get away with the problems of currency exchange rates and supply side spikes.
Nokia has been the top player in the Indian mobile handset market and it has achieved a market share of 29.44% in 2011 for all the three quarters. Nokia has been losing its share to new entrants and local players in the Indian market. Samsung is coming strongly and it is in the second place with 14.34% market share. The share of Samsung is up by 14.63% from 2010. Though all the players are trying to gain market share but still Nokia is way above all of them and it will take a long time before anyone else can take the lead position. Local players Micromax, Maxx, Lava and Videocon are gaining market share and most of them have launched low cost phones with features such as dual-SIM, long battery life etc. Local players also have the advantage of local manufacturing.
Earlier information on G’Five
(From: Be aware of ZTE et al. and white-box (Shanzhai) vendors: Wake up call now for Nokia, soon for Microsoft, Intel, RIM and even Apple![Feb 21, 2011])
So ZTE and Huawei are not alone. Here is another example, G’Fiveso far known only in India but expanding rapidly both in India and into the other parts of the world:
India Mobile Handset shipments grow 6.7%, to 101 million units in 12 Months ending June 2009 [IDC India, Oct 9, 2009]
Market intelligence firm, IDC’s India Quarterly Mobile Handsets Tracker, 2Q 2009, September 2009 release issued today states that in terms of units shipped Nokia had the largest share of 56.8%, followed by Samsung with a 7.7% share while LG stood third with a 5.4% share in the 12-month period ended June 2009.
…
New Vendors Make a Mark
A number of new vendors entered the India mobile handsets market in the last 12 to 18 months to carve a niche for themselves by offering feature-rich (dual SIM card, full QWERTY keyboard) and application-rich (IM enabled) mobile handsets at attractive price points. They also introduced entry-level models for the ‘price sensitive’ Indian consumer.
IDC’s India quarterly mobile handsets tracker 2Q 2010 [Sept 28, 2010] (some emphasis is mine):
According to Mr. Anirban Banerjee, Associate Vice President-Research, IDC India,“In the recent quarters several new players successfully launched their own devices at significantly lower Average Selling Values (ASVs) in the price sensitive India market. Such handsets found ready acceptance amongst first time buyers, especially from small towns and villages.”
This influx of new brands led to a spurt in overall market and saw ‘emerging vendors’ corner as much as 33.2% of total India mobile handset shipments in 2Q 2010. The Finnish handset maker Nokia retained its No.1 spot with a market share of 36.3% in terms of units shipped. The Korean electronic giant Samsung retained the No. 2 position, while Chinese brand G’Five emerged as the No. 3 player.
…
According to IDC’s India Quarterly Mobile Handsets Tracker, 2Q 2010, September 2010 release, the number of emerging vendors in India’s burgeoning mobile handsets market grew to 35 in 2Q 2010 and they together garnered 33.2% of total shipments for the first time during the April-June 2010 quarter. This represented a manifold increase from five (5) new vendors representing a 0.9% combined share of units shipped in the January-March 2008 quarter.
During the last 6 months (January-June 2010) the top five mobile handset vendors in India were Nokia, Samsung, G’Five, Micromax and Spice.
July-September 2010 mobile phone shipments (sales) log 3.6% quarter-on-quarter growth to
cross 40 million units: ‘Emerging Vendors’ capture 41.2% combined share [IDC India, Dec 29, 2010] (emphasis is mine):
… the Finnish handset maker Nokia had the largest share of 31.5%* in terms of units shipped during 3Q 2010.
The Chinese brand G’Five emerged as No. 2 player in terms of unit shipments market share and Korean handset manufacturer Samsung stood at No. 3 in 3Q 2010.The India mobile handsets market continued to grow in 3Q 2010 as well to record a quarter-on-quarter (3Q 2010 over 2Q 2010) growth of 3.6%* to touch 40.08 million units in the quarter, according to IDC India. The year is expected to end with total mobile handset sales of 155.9 million units.
The number of emerging vendors in India’s burgeoning mobile handsets market grew to 68 and they together garnered 41.2%* of total shipments (sales) for the first time during the July-Sep 2010 quarter.
…
Smartphone prices continued to drop through the year and as competition increased, devices were made available by vendors at successively lower price points. So, while 80%* of total India smartphone sales were below the ASV (Average Sales Value) of Rs. 18,000 in 2Q 2010, this proportion increased to 90%* in 3Q 2010.
Top G’Five mobile phones in India [Jan 13, 2011] (emphasis is mine)
Which are the top two cell phone brands today in India in terms of shipment volumes? Nokia and Samsung, many of us would like to think, right? Or maybe Sony…or LG…or Micromax which has been advertising quite a bit.
Not quite, folks. A recent report from leading market intelligence firm IDC India reaffirms the Finnish telecom giant’s status as the leading cell-phone player in the country, with Nokia accounting for 31.5% of the domestic cell-phone market during the July-September period last year. But, surprisingly, a little known Chinese brand called G’Five has made it to the second spot by capturing a 10.6% market share–with Samsung coming in third at 8.2%!
Sounds shocking, right? How can a Chinese player, without any big-ticket advertising campaign or any celebrity as its brand ambassador, manage to create such a big impact in the cut-throat Indian cell phone industry–without any fanfare? Well, the answer lies in G’Five’s strategy of rolling out a bevy of feature-rich phones at competitive prices (in the Rs.1,400-Rs.7,000 range), targeted exclusively at urban first-time buyers and those in semi-urban and rural areas looking to upgrade from basic phones.
So if you are looking to buy a G’Five mobile phone, here is a list of eight affordable (costing not more than Rs.5,000) models from around 26 G’Five phones currently available in India (in the order of ascending prices)– with each of them having their own USPs.
G’Five D10 Price: Rs.1,820 [US$40.4] … G’Five X5 Price: Rs.1,899 [US$42.1] … G’Five N92 Price: Rs.2,249 [US$49.9] … G’Five i310 Price: Rs. 2,400 [US$53.2] … G’Five M33 Price: Rs.2,499 [US$55.4] … G’Five L600 Price: Rs 2,700 [US$59.9] … G’Five X33+ Price: Rs.3,786 [US$83.9] … G’Five V60 Price: Rs. 4,490 [US$99.6] …
And these phones are not crap as you can even see from their pictures (for features info it is worth to go into the article).
Note that to target the upper part of this range Social networking is Nokia’s latest mobile strategy [Feb 17, 2010] (which the above phones do not have):
The company’s latest launch on Nokia X2-01 mobile, at Rs 4,459 [US$99.2] is one such product. “QWERTY is one of the fastest growing mobile phone category in the world due to the rise in messaging and social networking. The Nokia X2-01 makes it easy to set up chat and email direct from the mobile phone,” said Nokia India General Manager-South T S Sridhar. “This means superfast access to your favourite Ovi Mail, Ovi Chat or other popular accounts.”
As young users want to stay connected with friends on the move, instant messaging is rapidly on the rise. With messaging devices like Nokia X2- 01, we are empowering the youth, he said. The handset also provides live updates from social networks such as Facebook, Orkut and Twitter directly from home screen. The Nokia X2-01 is Series 40 2G phone with VGA camera and FM radio. It has one click access the music player and has 3.5mm AV connector ideal for headphones or speakers. It also has Bluetooth and can support up to an 8GB micro SD memory card and has a standby battery time of up to 20 days, he claimed. For affordable access to internet, Nokia has also tied up with country’s largest mobile service provider Airtel which allows 100 mb of free data download per month for 12 months to its subscribers on this phone. Under this scheme one can access Face Book, and OVI Chat and Ovi Mail free of charges.
Gfive Mobile Phones (by Devika Rajpali)
The company of GFive is from China. The investors of the company are a syndicate named Zerone group that of the most esteemed OEM factories that boost of producing around 100 million mobile phones. The GFive mobile phones are the hottest running brand in indisputable imei china mobiles. The company has now established itself completely in the field of tech support, repairing and software installation. You will find the GFive mobile phone to be very stylish with large number of mobile phones to offer to its consumers. The company claims to have experience, confidence and data along with the in-depth insight of their Chinese mobile phones.
The KingTech Telecom (Shenzhen) Co Ltd. is behind the brand with KingTech Telecom (HK) Limited behind the export activities. As far as India is concerned the arrangement will be developed into a stronger local representation as Victor Infotech ties up with King Tech Telecom [Nov 11, 2010] (emphasis is mine):
Victor Infotech Ltd has tied up with King Tech Telecom Ltd (a Hong Kong-based telecom company) to form a joint venture company — Asian Telecom Ltd. The majority stake of 51% in the new company will be held by King Tech Telecom Ltd and the balance 49% equity will be held by Victor Infotech Ltd.
Asian Telecom Ltd., the new joint venture company, will come into being with immediate effect to launch the G’Five brand of mobile phones in the Indian market. The company plans to take the G’Five brand of mobiles to new heights in India and achieve 20% of the market share in the next two years.
As part of the collaboration, Kingtech Telecom shall manufacture the mobile phones and Victor Infotech will be responsible for distribution and marketing of the phone in India. Initially Kingtech Telecom will manufacture the Indian specific mobile phones in Hong Kong [rather in Shenzen] and gradually the same shall be manufactured in India.
The Indian mobile phone market is growing very fast. The company expects the sales of the mobile phones to grow 5 times in the next two years and plans to take advantage of this growth to gain the maximum market share. To achieve this, the company shall introduce many variations in its mobile phones, which shall be specific to the needs of the Indian consumer.
Meanwhile for other parts of the world a new sales and marketing operation has been set up: GLX mobile – G’FIVE Mobile’s Brother Company [Dec 14, 2010] (emphasis is mine)
A new member of Zerone Group called GLX mobile has been founded. With its full name as GLX International Limited, GLX mobile is dedicated in global distribution of GLX mobile phone.
Since G’FIVE is a member of Zerone Group, G’FIVE and GLX are brother companies. The new-founded GLX focuses on international markets, especially emerging markets. GLX mobile covers the whole range of mobile phone user market, from low-end to high-end with stylish and unique handsets.
GLX is aiming to create golden life for worldwide consumers with all ranges of mobile phones.
And the GLX company’s website indicates that it has taken over (almost all) the rest of the existing G’Five business network:
AMD 2012-13: a new Windows 8 strategy expanded with ultra low-power APUs for the tablets and fanless clients
AMD Strategy Transformation Brings Agile Delivery of Industry-Leading IP to the Market [AMD press release, Feb 2, 2012]
At its annual Financial Analyst Day, AMD (NYSE: AMD) detailed a new “ambidextrous” strategythat builds on the company’s long history of x86 and graphics innovation while embracing other technologies and intellectual property to deliver differentiated products.
AMD is adopting an SoC-centric roadmap designed to speed time-to-market, drive sustained execution, and enable the development of more tailored customer solutions. SoC design methodology is advantageous because it is a modular approach to processor design, leveraging best practice tools and microprocessor design flows with the ability to easily re-use IP and design blocksacross a range of products.
“AMD’s strategy capitalizes on the convergence of technologies and devices that will define the next era of the industry,” said Rory Read, president and CEO, AMD. “The trends around consumerization, the Cloud and convergence will only grow stronger in the coming years. AMD has a unique opportunity to take advantage of this key industry inflection point. We remain focused on continuing the work we began last year to re-position AMD. Our new strategy will help AMD embrace the shifts occurring in the industry, marrying market needs with innovative technologies and become a consistent growth engine.”
Roadmap Updates Focus on Customer Needs
Additionally, AMD today announced updates to its product roadmaps for AMD Central Processing Unit (CPU) and Accelerated Processing Unit (APU) products it plans to introduce in 2012 and 2013. The roadmap modifications address key customer priorities across form factors including ultrathin notebooks, tablets, all-in-ones, desktops and servers with a clear focus on low power, emerging markets and the Cloud.
AMD’s updated product roadmap features second generationmainstream (“Trinity”) and low-power (“Brazos 2.0”) APUs for notebooks and desktops; “Hondo,” an APU specifically designed for tablets; new CPU cores in 2012 and 2013 with “Piledriver” and its successor “Steamroller,” as well as “Jaguar,” which is the successor to AMD’s popular “Bobcat” core. In 2012, AMD plans to introduce four new AMD Opteron™ processors. For a more in-depth look at AMD’s updated product roadmap, please visit http://blogs.amd.com.
Next-generation Architecture Standardizes and Facilitates Software Development
AMD also provided further details on its Heterogeneous System Architecture (HSA), which enables software developers to easily program APUs by combining scalar processing on the CPU with parallel processing on the Graphics Processing Unit (GPU), all while providing high bandwidth access to memory at low power. AMD is proactively working to make HSA an open industry standard for the developer community. The company plans to hold its 2nd annual AMD Fusion Developer Summitin June, 2012.
New Company Structure Strengthens Execution
In conjunction with announcing its restructuring plan in November 2011, AMD has strengthened its leadership team with the additions of Mark Papermaster as senior vice president and chief technology officer, Rajan Naik as senior vice president and chief strategy officer, and Lisa Su as senior vice president and general manager, Global Business Units. These executives will help ensure that sustainable, dependable execution becomes a hallmark of AMD.
Supporting Resources
- Visit the AMD Financial Analyst Day websitefor webcast replay, presentations, updated roadmap, and more
- Visit AMD Blogsfor more details on AMD’s product roadmap changes
- Follow AMD on Twitter at @AMD_Unprocessed
- Like AMD on Facebook
AMD started talking about ‘Trinity’ and ‘Hondo’ last summer. See in Acer repositioning for the post Wintel era starting with AMD Fusion APUs [June 17, 2011]
What AMD could definitely be proud of for 2011 is A “Brazos” Story: The Little Chip That Could (And Then Just Kept On Going) [AMD Fusion blog, Feb 1, 2012]:
In late 2010, AMD shipped its first-ever Accelerated Processing Units (APUs), internally codenamed “Brazos,”which combined the tremendous processing power of graphics and x86 on a single chip.
We had high expectations for the low-voltage “Brazos” APU: great computing, HD, long battery life and DirectX 11 capable graphics, all on a single chip. Yet still we were blown away by the initial industry reception. It was only a year ago we left CES with seven highly-sought after innovation and technology awardsfor the little product we ultimately named the C- and E-Series APUs, including:
- 2010 PC Magazine Technical Excellence Award
- CES 2011 Design & Engineering Innovations Award
- CHIP China 2010 Highlight Awards
- Computer World China Innovation Award
- Notebooks.com Best Innovation CES 2011
- Popular Mechanics Editors’ Choice Award
- Shopping Guide China Most Advanced Digital Product Award
After CES we should have re-nicknamed “Brazos” the “Little Chip That Could.” And all throughout 2011, “Brazos” kept on chugging. We added the “Best in Show” Award at Embedded Systems Conference and the “2011 Best Choice of Computex TAIPEI Award” to the list of accolades. In the second quarter we sold more than five million C- and E-Series APUs. What a tremendous start to a new way of processing for AMD and the industry.
But “Brazos” kept on impressing, showing up in a variety of form factors – notebooks, netbooks, small desktops and all-in-ones– from top global OEM partners.
So it was no surprise or mistake that we ended 2011 with more than 30 million APUs shipped. It all started with little “Brazos,” which has now earned its place in history as AMD’s fastest ramping platform ever.
John Taylor, Director of Worldwide Product Marketing at AMD
CES 2012 Consumer Showcase Tour [amd, Jan 11, 2012]
AMD Codename Decoder – November 9, 2010 [AMD Business blog]
APU
An APU is an accelerated processing unit, a new generation of processors that combine either low-power or high-performance x86 CPU cores with the latest GPU technology (such as DirectX® 11) on a single die.
Planned for introduction: Q1 2011
…
“Bobcat”
Market: Multiple devices, including notebooks ultrathins, HD netbooks and small form factor desktops.
What is it? A sub-one watt capable x86 CPU core that first comes to market in the “Ontario” and “Zacate” Accelerated Processing Units (APU) for mainstream, ultrathin, value, and netbook form factors as well as small form factor desktop solutions. “Bobcat” is designed to be an extremely small, highly flexible, out-of-order execution x86 core that easily can be scaled up and combined with other IP in SoC configurations.
Planned for introduction: Q1 2011
“Brazos”
Markets: Value Mainstream Notebooks, HD Netbooks and Small Form Factor Desktops
What is it? “Brazos” is AMD’s 2011 low-power platform, available with two APUs; “Zacate” – currently planned to be marketed as the E Series – is an 18-watt TDP APU for ultrathin, mainstream and value notebooks as well as desktops and all-in-ones. “Ontario” – currently planned to be marketed as the C Series – is a 9-watt
APU for netbooks and small form factor desktops and devices. Both “Brazos” platform APUs include a DirectX® 11-capable GPU.
Planned for introduction: Q1 2011
“Bulldozer”
Market: Server and Client
What is it? A multi-threaded high-performance x86 CPU core contained in the “Zambezi” processor for client PCs and “Interlagos” and “Valencia” processors for servers. Included in the “Scorpius” enthusiast desktop PC platform and “Maranello,” “Adelaide,” and “San Marino” server platforms, “Bulldozer” is designed to be a completely new, high performance architecture that employs a new approach to multithreaded compute performance for achieving advanced efficiency and throughput. “Bulldozer” is designed to give AMD an exceptional CPU option for linking with GPUs in highly scalable, single-chip APU configurations. “Bulldozer” offers AMD another exceptional CPU option for combining with GPUs in highly scalable, single chip APU configurations, beginning in 2012 APU designs.
Planned for introduction: Client (1H 2011); Server (2H 2011)
…
“Llano”
Market: Notebooks and Desktops
What is it? Part of the “Sabine” platform, “Llano” is a 32nm APU including up to four x86 cores and a DirectX® 11-capable GPU, primarily intended for performance and mainstream notebooks and mainstream desktops. “Llano” is engineered to deliver impressive visual computing experiences, outstanding performance with low power and long battery life.
Planned for introduction: Mid-2011
…
“Ontario”
Market: Primarily ultrathin notebooks and HD netbooks
What is it? A 9W APU featuring dual or single “Bobcat” x86 cores currently planned to be marketed as the C Series, and primarily intended to serve the low power and highly portable PC markets for netbooks and small form factor desktops and devices.
Planned for introduction: Q1 2011
…
“Zacate”
Market: Notebook/Desktop
What is it? “Zacate” is AMD’s 18W APU designed for the mainstream notebook and desktop market. Zacate will feature low-power “Bobcat” CPU cores and support DirectX 11 technology.
Planned for introduction: Q1 2011
…
More information about 2011 AMD APU past on this blog:
– Acer repositioning for the post Wintel era starting with AMD Fusion APUs [June 17, 2011]
– Supply chain battles for much improved levels of price/performance competitiveness [Aug 16, 2011]
– Acer & Asus: Compensating lower PC sales by tablet PC push [March 29 – Aug 2, 2011]
– CES 2011 presence with Microsoft moving to SoC & screen level slot management that is not understood by analysts/observers at all [Jan 7, 2011]
– Changing purchasing attitudes for consumer computing are leading to a new ICT paradigm [Jan 5, 2011]
AMD 2012 APU, code name “Trinity” [amd, Jan 11, 2012]
AMD started talking about ‘Trinity’ last summer. See in Acer repositioning for the post Wintel era starting with AMD Fusion APUs [June 17, 2011]
Advanced Micro Devices’ CEO Discusses Q4 2011 Results – Earnings Call Transcript [Seeking Alpha, Jan 24, 2012]
We are seeing particularly strong customer interest in our expanded low-power APUs for 2012. The low-power versions of our next-generation chip, Trinity APU, delivers mainstream performance while using half the power of our traditional notebook processor. This processor fits into an ultrathin notebook design, as thin as 17 millimeters, providing industry-leading visual performance and battery life at very attractive price points. Trinity remains on track to launch for midyear.
…
We achieved record quarter client revenue driven by an increase in supply of Llano APUs. And in Q4 of 2011, APUs accounted for nearly 100% of mobile microprocessors shipped and more than 60% of the total client microprocessors shipped. Microprocessor ASP increased sequentially due to an increase in mobile microprocessor ASP and an increase in server units shipped.
There is no doubt that the customer acceptance of our APU architecture is quite strong. We’ve now shipped over 30 million of these APUs to date. And we’re seeing a strong uptake in terms of that architecture, what it means to the customer. They are looking for a better experience, and I think that’s a key reason why we’ve seen the momentum in our business and the ability to deliver on that. Our focus on execution around the APUs and around Llano is definitely paying off. And I think as we move forward, we should be able to continue to build on that momentum.
…
We’ve actually increased our Llano 32-nanometer product delivery by 80% from the third quarter, and now Llano makes up almost 60% of the mobile microprocessing revenue. … We’re going to continue to build on the strong relationships that we’ve been developing with GLOBALFOUNDRIES as we move forward.
…
The movement to thin and light is nothing new. Customers want mobility. And the idea of ultrathin is something that we’re very focused on. And if you think about it with our APU strategy that I mentioned, with the next-generation product, Trinity APU, we already are well ahead of the pace last year when we set a record-setting year for design wins with the Trinity product in 2012. With that product, we can deliver ultrathin in the range of 17 millimeters. And what’s really important and I think we have to all focus on is ultrathin and mobility, the ability for computing to reach customers across the planet. … And I’ll add that the improvements that we’ve made in Trinity in both our CPU and the GPU are really delivering outstanding results in performance per watt. So as well for the ultrathins being able to hit the 17-millimeter low-profile, we’re also getting a doubling of the performance per watt. So it’s an exciting application of our APU technology.
…
… as you think of the industry trends around consumerization, cloud and convergence, there’s no doubt, as we’ve seen these kinds of inflection points in the industry, there’s always a significant downward pressure in terms of the price points. So if you’re dragging huge asset base along with you and there comes pressure into the market around those price points, that could put pressure into their [Intel’s] — into a business model. … We think the emerging market and the entry — and the high-growth markets around entry and mainstream will be the hottest segment, and I think that’s playing to our hand. We’re going to emphasize this strategy. We want to embrace this inflection point that’s emerging. We want to accelerate it, because shift happens when there’s these inflecting points.
Of course, we see the investment of our competitor, but the fabless ecosystem is not sitting still. And if you look at the investments that are done on their — TSMC, at a GLOBALFOUNDRIES and a GLOBALFOUNDRIES and alliances level, then the numbers are very comparable. GLOBALFOUNDRIES and their partnership models invest about $9 billion this year. TSMC seeds around $6 billion, if I recall the number correctly. So this is, in terms of scale and absolute numbers, are very comparable to what Intel is putting on the table.
… I feel pretty good about where we are in terms of the transition around 32 nm. … And I want to emphasize, we’ve made real progress, but we’re not finished with that. And we need to continue to work every day with those tiger teams we’ve put in place. We’re tracking the test vehicles through the lines to make sure that we’re getting that consistent improvement, because that will reduce our consumption of wafers and give us far more flexibility in our supply chain. So while we have improved by 80% from the third quarter, we’re not all the way there yet … there’s more yield improvements possible on that 32-nanometer line. … And those same techniques and practices that the teams — the tiger teams applied on 32-nanometer, that momentum continues in the 28-nanometer. And so that poises us well going into the coming 2012.
… I think it’s fair to say from the improvements we have seen and the — and our foundry partners that we are not going to be supply-constrained in the first quarter. … I think the progress we have seen on Trinity has impressed us. And of course, all the learnings that have been done on 32-nanometer with the Llano product will be transferred to Trinity. So the start-off pace with Trinity is going to be significantly better from a yield perspective compared to where we were at Llano launch. So that makes us quite optimistic looking forward.
…
Here are also a couple of illustrations highlighting that 2011 APU success with the details of new APU strategy additions from Lisa Su‘s (Senior Vice President and General Manager, Global Business Units) presentation for the 2012 Financial Analyst Day held on February 2, 2012 (see her full presentation in PDF):
APUs BRING LEADERSHIP GRAPHICS/COMPUTE IP TO MAINSTREAM [#10]
2011: AMD first to introduce heterogeneous computing to mainstream applications
“Llano” APU offers nearly 3X the performance in the same power envelope over conventional CPUs (2)
Fully leverages the growing ecosystem of GPU-accelerated apps
Source: AMD Performance labs
(1) Testing performed by AMD Performance Labs. Calculated compute performance or Theoretical Maximum GFLOPS score for 2013 Kaveri (4C, 8CU) 100w APU, use standard formula of (CPU Cores x freq x 8 FLOPS) + (GPU Cores x freq x 2 FLOPS). The calculated GFLOPS for the 2013 Kaveri (4C, 8CU) 100w APU was 1050. GFLOPs scores for 2011 A-Series “Llano” was 580 and the 2013 [2012] A-Series “Trinity” was 819. Scores rounded to the nearest whole number.
(2) Testing performed by AMD Performance Labs. Calculated compute performance or Theoretical Maximum GFLOPS score (use standard formula of CPU Cores x freq x 8 FLOPS) for conventional CPU alone in 2011 was 210 GFLOPs while the calculated GFLOPs for the 1st Gen APU using standard formula (CPU Cores x freq x 8 FLOPS) + (GPU Cores x freq x 2 FLOPS) was 580 or 2.8 times greater compute performance.
Related new codenames (from the AMD provided At-a-Glance Codename Decoder [Feb 2, 2012]):
“Trinity” APU (Traditional Notebooks, Ultrathin Notebooks and Desktops)
- “Trinity” is AMD’s second generation APU and improves the power and performance of AMD’s A-Series APU lineup for mainstream and high-performance notebooks and desktops. “Trinity” will feature next-generation “Piledriver” CPU cores and new, DirectX® 11-capable, second generation AMD Radeon™ HD 7000 series graphics.
- New for 2012, AMD will offer a BGA or pin-less format, low power “Trinity” APU specifically designed for ultrathin notebooks.
- Planned for introduction: Mid-2012
“Piledriver” Core Micro Architecture
- “Piledriver” is the next evolution of AMD’s revolutionary “Bulldozer” core architecture.
- The “Trinity” line-up of APUs will be the first introduction of “Piledriver.”
“Kaveri” APU (Notebooks and Desktops)
- “Kaveri” is AMD’s third generation APU for mainstream desktop and notebooks.
- These APUs will include “Steamroller” cores, and new HSA-enabling features for easier programming of accelerated processing capabilities.
- Planned for introduction: 2013
“Steamroller” Core Micro Architecture
- “Steamroller” is the evolution of AMD’s “Piledriver” core architecture.
AMD OPTERON™ FUTURE TECHNOLOGY [#26]
Additional new codename (from the AMD provided At-a-Glance Codename Decoder):
“Excavator” Core Micro Architecture
- “Excavator” is the evolution of AMD’s “Steamroller” core architecture.
APU ADOPTION: RECORD DESIGN WINS, STRONG END-USER DEMAND [#11]
Shipped > 30m APUs to date
11 of the world’s top 12 OEMs shipping AMD APU-based platforms
“Brazos” APUs shipped more units in its first year than any previous mobile platform in AMD history
“Llano” APUs ramped to represent nearly 60% of mobile processor revenue by Q4 2011
Additional new codenames (from the AMD provided At-a-Glance Codename Decoder):
“Southern Islands” Discrete Graphics
- Internal codename for the entire family of desktop graphics ASICs based on Graphics Core Next architecture and utilizing 28nm process technology.
- “Southern Islands” products include “Tahiti” (AMD Radeon™ HD 7900 series), “Pitcairn,” “Cape Verde” and “New Zealand.”
“Brazos 2.0” APU (Essential Desktop and Notebook, Netbook, All-In-One and Small Desktop)
- The “Brazos 2.0” family of APUs will follow “Brazos”, AMD’s fastest ramping platform ever.
- In addition to increased CPU and GPU frequencies, “Brazos 2.0” will offer additional features and functionality as compared to “Brazos”.
- Planned for introduction: H1 2012
“Hondo” APU (Tablet)
- “Hondo” is AMD’s sub-5W APU designed for tablets. “Hondo” will feature low-power “Bobcat” CPU cores and support DirectX® 11 technology in a BGA or pin-less format.
- Planned for introduction: H2 2012
AMD started talking about ‘Hondo’ (as well as ‘Trinity’) last summer. See in Acer repositioning for the post Wintel era starting with AMD Fusion APUs [June 17, 2011]

(3) Projections and testing developed by AMD Performance Labs. Projected score for 2012 AMD Mainstream Notebook Platform “Comal” on the “Pumori” reference design for PC Mark Vantage Productivity benchmark is projected to increase by up to 25% over actual scores from the 2011 AMD Mainstream Notebook Platform “Sabine”. Projections were based on AMD A8/A6/A4 35w APUs for both platforms.
(4) Projections and testing developed by AMD Performance Labs. Projected score for the 2012 AMD Mainstream Notebook Platform “Comal” the “Pumori” reference design for 3D Mark Vantage Performance benchmark is projected to increase by up to 50% over actual scores from the 2011 AMD Mainstream Notebook Platform “Sabine”. Projections were based on AMD A8/A6/A4 35w APUs for both platforms.
(5) Testing performed by AMD Performance Labs. Battery life calculations using the “Pumori” reference design based on average power draw based on multiple benchmarks and usage scenarios. For Windows Idle calculations indicate 732 minutes (12:12 hours) as a resting metric; 421 minutes (7:01 hours) of DVD playback on Hollywood movie, 236 minutes (3:56 hours) of Blu-ray playback on Hollywood movie, and 205 minutes (3:25 hours) using 3D Mark ‘06 as an active metric.
Projections for the 2012 AMD Mainstream Platform Codename “Comal” assume a configuration of “Pumori” reference board, Trinity A8 35W 4C – highest performance GPU, AMD A70M FCH, 2 x 2G DDR3 1600, 1366 x 768 eDP Panel / LED Backlight, HDD (SATA) – 250GB 5400rpm, 62Whr Battery Pack and Windows 7 Home Premium.
Additional new codenames (from the AMD provided At-a-Glance Codename Decoder):
“Sea Islands” Graphics Architecture
- New GPU Architecture and HSA Features
- Planned for introduction: 2013
“Kabini” APU (Essential Desktop and Notebook, Netbook, All-In-One and Small Desktop)
- The “Kabini” APU is AMD’s second generation low-power APU and follow-on to “Brazos 2.0.”
- In addition to new “Jaguar” cores, these APUs will be enhanced with new Heterogeneous Systems Architecture (HSA), enabling features for easier programming of accelerated processing capabilities.
- Planned for introduction: 2013
“Temash” APU (Tablet and Fanless Client)
- The “Temash” APU is AMD’s second generation tablet APU and follow-on to “Hondo.”
- In addition to new “Jaguar” cores, these APUs will be enhanced with new Heterogeneous Systems Architecture-enabling features for easier programming of accelerated processing capabilities.
- Planned for introduction: 2013
“Jaguar” Core Micro Architecture
- “Jaguar” is the evolution of AMD’s “Bobcat” core architecture for low-power APUs.
MOBILE MARKET PROJECTIONS [#29] AMD Direction:
Focus on true productivity and user experience in ultra-low power devices
Leadership graphics, web applications and video processing leveraging APUs
Agile, flexible SoC designs
Ambidextrous solutions across ISAs and ecosystems
Fanless, sealed designs
These APU related strategic moves have been summarized by the same John Taylor as Strengthening our Client Roadmap [AMD Fusion blog, Feb 2, 2012]:
Roadmaps signify our plans to customers and business partners, outlining the new products and technologies that we are bringing online. In an ideal world plans would never change. But in reality, change is a certainty in the tech industry – new form factors immerge, technologies and applications shift and consumer tastes remake technology plans.
Like any technology company, AMD desires to anticipate change in the industry. So we course-correct as we work with customers to ensure that we create products that address the optimal blend of timing, features and performance, cost and form factors.
Today at our Financial Analyst Day in Sunnyvale, AMD senior staff detailed how AMD will focus its investments in R&D and marketing going forward, including roadmaps for 2012-2013. As Phil Hughes summarized, the announced roadmaps are designed to extend platform longevity, accelerate time to market and enhance performance and features. These roadmaps strengthen AMD’s ability to make the most of shifting market dynamics, all the while giving stand-out experience across device categories through our graphics and video IP. This blog provides some insight into our 2012 and 2013 roadmaps – the words in quotes are the codenames for the particular AMD processor offerings discussed today.
2012 Client Roadmap
AMD’s “Brazos 2.0” Accelerated Processor Unit (APU) family will be used for essential desktop and notebook, netbook, tablet, all-in-one and small desktop form factors. This allows us to address a fast-growing segment of the PC market where we have proven success with the original “Brazos” line-up – the C-Series, E-Series and Z-SeriesAPUs. We will add plenty of new features to the “Brazos 2.0” APU family, including increased CPU and GPU performance, longer battery life, a bevy of integrated I/O options and improvements to AMD Steady Video technology. “Brazos 2.0” is scheduled to hit the market in the first half of 2012.
As we demoed at CES, AMD’s “Trinity” APU for desktop and notebook remains on track for introduction in mid-2012, with plans to pack up to four “Piledriver” CPU cores and next-generation DirectX® 11-capable graphics technology, together delivering up to 50% more compute performance than our “Llano” offerings, including superior entertainment potential, longer battery-life and an even more incredibly brilliant HD visual experience.
New for 2012, AMD will introduce a low voltage “Trinity” APU that will be ideal for the next-generation of ultrathin notebook. This “Trinity” APU matches the experience enabled by the AMD 2011 APU in up to half the TDP. As we said, “Trinity” is on track for introduction in mid-2012.
In 2012 we will also introduce the ultra-low voltage “Hondo” APU for tablets. These low-power (power maxes out at 5W TDP) APUs will have “Bobcat” CPU cores and support DirectX 11 technology in a BGA or pin-less, thin processor package. Look for these in the second half of 2012 – more details to come later.
On the desktop platform side of things, the “Vishera” CPU will replace the “Komodo” CPU for desktop. This change enables accelerated time to market for improved performance and next-generation CPU features while maintaining the existing AM3+ motherboards. The “Vishera” CPU ushers in many exciting updates, includes 8 “Piledriver” cores, and when compared with the previous generation, provides higher frequencies, improved instruction per clock performance, advanced instruction sets (thus increasing application performance), additional DDR3 memory support and next-generation AMD Turbo Core Technology. We plan to launch “Vishera” in the second half of 2012.
2013 Client Roadmap
2013 brings major evolution to the client roadmaps as the vision presented by Rory, Mark and Lisa today begin to manifest – including moving our low power APUs to a system on a chip (SoC) design with the AMD Fusion Controller Hub integrated right into a single chip design.
In the performance APU category our third-generation APU, “Kaveri,”will employ “Steamroller” (the evolution of AMD’s “Piledriver” core architecture) x86 cores for enhanced instructions per clock and power advantages. Applications that take advantage of GPU accelerate will give users an amazing experience thanks to our Graphics Core Next and new Heterogeneous Systems Architecture (HSA) enabling features for easier programming of accelerated processing capabilities.
In the low power category, the “Kabini” SoC APU takes over for “Brazos 2.0.” This second generation low power APU integrates “Jaguar” x86 cores for augmented performance and energy efficiency. These APUs will also benefit from select HSA features and functionality.
We keep on innovating for the ultra-low power space in 2013. Our second generation, ultra-low-power “Temash” SoC APU will follow “Hondo” for tablet and other fanless form factors. This APU will also leverage the “Jaguar” low-power x86 cores and HSA features.
We at AMD strongly believe these roadmap updates help us time new product introductions with customer design phases to hit key sales cycles across a range of form factors and experiences. We are moving with the market and on the path to deliver exceptional productivity and user experience in a wide array of form factors.
John Taylor, Director of Worldwide Product Marketing at AMD
He also provided the following answers to questions regarding how AMD spells out Windows 8 tablet strategy [CNET, Feb 2, 2012]:
…
Q: Before, we go to Windows 8, what is your smartphone strategy, if any?
Taylor: The smartphone market is eight, nine, ten, maybe a dozen players. [They have] lower ASPs (average selling price), lower [profit] margins, different competitive dynamic. So, there is no shift on the smartphone strategy.And Window 8?
Taylor: But you will see much more focus on tablets, the convertible or hybrid devices that fit between tablets and notebooks, very thin [designs].What chips exactly will get you there?
Taylor: For tablets, it will decidedly be the Hondo chip. We’re acknowledging that we still have a couple of watts to shave off to really be a more ideal tablet platform (to achieve optimal power efficiency). But we think that Temash gets us much, much closer to that in 2013.And Windows 8 convertibles?
A 17-watt [power consumption] is the lowest that we’ll offer. That’s called Trinity. It will be unmatched in that [17-watt design] space. Discrete graphics-like performance. All types of dedicated video processing capabilities, better battery life than the competition. And all of these ways that we’re driving the new generation of accelerated applications. If you think about the Web apps that are being built for Win 8, using HTML5 and the graphics enginethat drives that higher level experience.…
I will add to that the following two illustrations from the AMD Product and Technology Roadmaps[AMD FAD, Feb 2, 2012]:
![]()
“Vishera” CPU (Desktop)
- The “Vishera” desktop CPU incorporates up to eight “Piledriver” cores, advanced instruction sets and other performance enhancing additions
- This next-generation CPU will maintain the AM3+ infrastructure.
- Planned for introduction: H2 2012
In addition to the above described expansion of the original APU strategy for the clients there is a kind of naming change with AMD Fusion System Architecture is now Heterogeneous Systems Architecture [AMD Fusion blog, Jan 18, 2012]
Since its introduction to the public in June 2011 at the AMD Fusion11 Developer Summit, the AMD Fusion System Architecture (FSA) has received widespread support and interest from our business partners and technology industry leaders. FSA was the blueprint for AMD’s overarching design for utilizing CPU and GPU processor cores as a unified processing engine, which we are making into an open platform standard. This architecture enables many benefits, including high application performance and low power consumption.
Our software partners are already taking advantage of the power and performance advantage of APU and GPU acceleration, with more than 200 accelerated applications shipped to date. The combination of industry standards like OpenCL and C++ AMP, alongside FSA, is ushering in the era of heterogeneous computing.
Together with these software partners, we have built a heterogeneous compute ecosystem that is built on industry standards. As such, we believe it’s only fitting that the name of this evolving architecture and platform be representative of the entire, technical community that is leading the way in this very important area of technology and programing development.
FSA will now be known as Heterogeneous Systems Architecture or HSA. The HSA platform will continue to be rooted in industry standards and will include some of the best innovations that the technology community has to offer.
Manju Hegde and I will be hosting a breakout session on HSA at AMD’s Financial Analyst Day on February 2nd 2012, which will be webcast live here. More information on the latest advances in HSA design will be released at a future date.
Also, if you haven’t already made plans to attend the AMD Fusion12 Developer Summit in June 2012 in Bellevue, Washington, I encourage you to save the date. Leaders from the technology and programming development communities will converge at the summit to discuss Heterogeneous Computing and the next-generation user experiences that are enabled by this platform.
Phil Rogers, corporate fellow at AMD.
From the Analyst Day breakout session presentation I will include the following illustrations here as the food for thoughts and further interests:
For Windows 8 related HSA, “C++ AMP” (indicated on the last illustration) is worth to expand on via Introducing C++ Accelerated Massive Parallelism (C++ AMP) [MSDN Blogs, June 15, 2011]
A few months ago, Herb Sutter told about a keynote he was to delivered today in the AMD Fusion Developer Summit (happening these days). He said by then:
“Parallelism is not just in full bloom, but increasingly in full variety. We know that getting full computational performance out of most machines—nearly all desktops and laptops, most game consoles, and the newest smartphones—already means harnessing local parallel hardware, mainly in the form of multicore CPU processing. (…) More and more, however, getting that full performance can also mean using gradually ever-more-heterogeneous processing, from local GPGPU and Accelerated Processing Unit (APU) flavors to “often-on” remote parallel computing power in the form of elastic compute clouds. (…)”
In that sense, S. Somasegar, Senior Vice President of the Developer Division made this morning the following announcement:
“I’m excited to announce that we are introducing a new technology that helps C++ developers use the GPU for parallel programming. Today at the AMD Fusion Developer Summit, we announced C++ Accelerated Massive Parallelism (C++ AMP). (…) By building on the Windows DirectX platform, our implementation of C++ AMP allows you to target hardware from all the major hardware vendors. (…)”
C++ AMP, as Soma tells in his post, is actually an open specification. Microsoft will deliver an implementation based on its Windows DirectX platform (DirectCompute, as Daniel Moth specifies in a later posta few minutes ago).
Daniel added that C++ AMP will lower the barrier to entry for heterogeneous hardware programmability, bringing performance to the mainstream. Developers will get an STL-like library as part of the existing concurrency namespace (whose Parallel Patterns Library –PPL and its Concurrency Runtime –ConcRT are also being enhanced in the next version of Visual C++ –check references at the end of this post for further details) in a way that developers won’t need to learn a different syntax, nor using a different compiler.
Update (6/16/2011): “Heterogeneous Parallelism at Microsoft”, the keynote where Herb Sutter and Daniel Moth introduced this technology with code and graphic demos is available for on-demand watching.
Update (6/17/2011): Daniel Moth’s session “Blazing-fast Code Using GPUs and More, with C++ AMP” is available as well! Beside, Dana Groff tells what’s new in Visual Studio 11 for PPL and ConcRT.
Pedal to the metal, let’s go native at full speed!
References:
- S. Somasegar’s announcement: http://blogs.msdn.com/b/somasegar/archive/2011/06/15/targeting-heterogeneity-with-c-amp-and-ppl.aspx
- Daniel Moth’s blog post: http://www.danielmoth.com/Blog/C-Accelerated-Massive-Parallelism.aspx
- Herb Sutter’s keynote at the AMD Fusion Developer Summit: http://channel9.msdn.com/Events/AMD-Fusion-Developer-Summit/AMD-Fusion-Developer-Summit-11/KEYNOTE
- Daniel Moth: Blazing-fast Code Using GPUs and More, with C++ AMP (session presented at AMD Fusion Developer Summit): http://channel9.msdn.com/Events/AMD-Fusion-Developer-Summit/AMD-Fusion-Developer-Summit-11/DanielMothAMP
- Announcing the PPL, Agents and ConcRT efforts for Visual Studio 11, by Dana Groff: http://blogs.msdn.com/b/nativeconcurrency/archive/2011/06/16/announcing-the-ppl-agents-and-concrt-efforts-for-v-next.aspx
- AMD Fusion Developer Summit Webcasts: http://developer.amd.com/afds/pages/webcast.aspx
With that in mind the upcoming 2012 AMD Fusion Developer Summit will definitely bring quite important updates as promised by the last breakout session illustration:
![]()
More on that: Adobe and Cloudera among Keynotes at AMD Fusion12 Developers Summit [AMD Fusion blog, Feb 3, 2012]
Finally, regarding the ‘ambidextrous’ strategy mentioned in the first sentence of the press release:
- ‘ambidextrous’ generally means ‘very skillful and versatile’ coming from ‘able to use the right and the left hand with equal skill’
- it is described in the press release as:
-
… adopting an SoC-centric roadmap designed to speed time-to-market, drive sustained execution, and enable the development of more tailored customer solutions. SoC design methodology is advantageous because it is a modular approach to processor design, leveraging best practice tools and microprocessor design flows with the ability to easily re-use IP and design blocks across a range of products. …
- and detailed in Mark Papermaster‘s (Senior Vice President and Chief Technology Officer) presentation for the 2012 Financial Analyst Day held on February 2, 2012 (see his full presentation in PDF) via the following illustrations:
![]()
as the Go-to-market approach together with ODM / OEM relationships
![]()
specifically highlighting the differentiation with it for the datacenter
![]()
related to MDC [Multi-DataCenter] workloads and HSA.
But also mentioning it in more generic terms as:
![]()
”Flexible around ISA [Instruction Set Architecture]” and
“Flexible around combination of AMD IP and third party IP”
Which caused probably the biggest interest and questions among participating analysts what made even The Wall Street Journal to report as AMD Will Incorporate Others’ Technology in Its Chips [Feb 3, 2011]:
Advanced Micro Devices Inc., the microprocessor maker whose fortunes have long been closely tied to the same technology as bigger rival IntelCorp., is planning a more flexible future.
The company on Thursday said it may pursue what it calls an “ambidextrous” strategy that would allow it to offer chips that include circuitry developed by other companies as well as its own. One obvious option would be low-power microprocessor technology from ARM HoldingsPLC that now dominates chip markets for cellphones and tablet computers.
AMD Chief Executive Rory Read, at a meeting with analysts here and in a subsequent interview, stopped short of saying that AMD would definitely add ARM-based technology to its chips in the future. But he noted that the company is laying the technical groundwork for modular chips that could accept blocks of circuitry developed by ARM as well as other companies.
“We have a relationship with ARM, and we will continue to build on it,” Mr. Read said in an interview. “We will continue to evolve that relationship as the market continues to evolve.”
Such possibilities are a sign of how the exploding market for mobile devices is causing many companies to alter their strategies. The x86 design used by AMD and Intel is the foundation of virtually all personal and most server computers.
But the two companies have struggled to make headway in the mobile-device market, in large part because of the lower power consumption of ARM-based designs. Meanwhile, ARM licensees—which include Qualcomm Inc., Texas Instruments Inc. and Nvidia Corp.—are adding to the pressures by edging toward the PC market, as MicrosoftCorp. finishes development of a new operating system that supports ARM and x86 chips.
AMD’s management team, in a meeting with analysts here, took pains to dispute the notion that AMD may become marginalized as ARM-powered competitors enter the PC market. Rather, they argued, AMD’s strength in graphics and microprocessors—and a strategy of customizing chips for large customers—will expand AMD’s opportunities.
Indeed, Mr. Read argued, it is Intel’s outsize influence of the tech industry that will tend to decline. “We will see the breakdown of proprietary control points,” Mr. Read said.
Though Mr. Read didn’t commit to embracing ARM’s designs, others who heard his presentation said the direction is clear. “AMD was very deliberate today about their goal to integrate more third-party intellectual property,” said Patrick Moorhead, a former AMD vice president and now principal analyst at Moor insights & Strategy. “Nothing they communicated excluded the potential for ARM.”
AMD’s remarks also underscore an industry shift—driven largely by the mobile market—away from separate chips and toward multi-function products that the industry calls SoCs, for systems on a chip, which save space and power in mobile devices and other hardware.
Intel and AMD have begun offering SoCs for laptop computers. But AMD discussed extensive plans to create more such products at a faster rate, using a flexible design scheme that can accommodate technology submitted by other companies.
Mr. Read, who previously served as a senior executive at PC maker Lenovo GroupLtd., has recruited others that also worked at IBM and have experience with other chip technologies than x86.
One is Mark Papermaster, AMD’s senior vice president and chief technology officer, who worked at Apple Inc. and Cisco Systems Inc. after leaving IBM in 2008. Another is Lisa Su, a senior vice president and general manager of AMD’s global business units, who most recently worked at Freescale Semiconductor HoldingsLtd., an ARM user.
Ms. Su gave an updated road map for a series of future chips, including products that AMD expects to be used in tablets that are powered by Microsoft’s forthcoming Windows 8 operating system. But Mr. Read said AMD would likely stay away from trying to sell chips for smartphones soon, characterizing the market as too crowded with competitors.
Marvell’s SMILE Plug for the “Classroom 3.0” initiative
SMILE = Stanford Mobile Inquiry-based Learning Environment
and this is currently a smartphone based solution aimed at the digital classroom.
In this sense it is a kind of a newer (only 1+ year old) approach than the 6 years old OLPC.
(Read about Marvell’s OLPC involvement in:
– Marvell® ARMADA® PXA168 based XO laptops and tablets from OLPC with $185 and target $100 list prices respectively [Jan 8-11, 2012]
– Marvell ARMADA with sun readable and unbreakable Pixel Qi screen, and target [mass] manufacturing cost of $75 [Nov 4, 2010 – July 20, 2011])
Remark: Will be interesting to see OLPC related educational initiatives merged in some way with SMILE during 2012 as Marvell’s “Classroom 3.0” initiative is rolled out. An Argentinian report on SMILE success (see well below) notes that: “… pilot projects and programs, driven by governments in most cases by applying the model 1:1, or also known as OLPC (One Laptop per Child), … Unfortunately, no results have been achieved educational and cognitive testing. Moreover, assessments of international experts from various experiences of OLPC in the world are not the most encouraging. Most of these programs have focused primarily on an abundant supply of hardware, often with little support, but above all, without proper teacher training, which keeps pace with the massive deployment of equipment. On the other hand, the vast majority of digital content that are being used by several of these programs are not innovative and do not promote interactive learning and motivating children.”
No wonder Marvell is contributing to SMILE as well:
SMILE Plug at CES 2012 [Jan 25, 2012]
Marvell Showcases ‘Classroom 3.0’ Education Technology at CES 2012 [Jan 9, 2012]
ARMADA powered SMILE Plug and One Laptop per Child tablet transform traditional classroom activities with interactive, multimedia curricula for more engaging learning experience
Marvell (NASDAQ: MRVL), a worldwide leader in integrated silicon solutions, today announced new education solutions designed to enable “Classroom 3.0,” a connected, secure learning environment that simplifies and speeds the deployment of technology to students around the world. Marvell’s collaboration with Stanford Universityhas resulted in the Marvell® SMILE Plug, the first plug development kit designed to turn a traditional classroom into a highly interactive learning environment. Designed to engage students in critical reasoning and problem solving, the SMILE Plug creates a “micro cloud” within a classroom that is completely controlled by the teacher. Marvell also announced that it has extended its relationship with the One Laptop per Child Association (OPLC) on a number of new products, including the upcoming OLPC X0 3.0, a low cost, low power tablet designed for education.
“Marvell is driving a revolution in the classroom with technology that improves the education experience for students and teachers around the world. We’re deeply committed to improving education worldwide, and through our work with organizations like OPLC and Stanford University, we are helping to transform learning from a static one-way activity to an interactive experience brought to life with compelling content, engaging interactive multimedia and numerous new ways to collaborate,” said Weili Dai, Co-founder of Marvell. “Marvell’s SMILE Plug, the first ultra small server designed specifically for multi-modal curriculum delivery, combined with our affordable, easy-to-use and durable OLPC XO 3.0 tablet, are important additions to the world’s classrooms. It’s a matter of time before we leverage the power of Google TV and other smart screens in our daily lives to bring knowledge experts from around the globe to any local classroom.”
The Marvell SMILE Plug, powered by Marvell’s high-performance, low power ARMADA® 300 series SoC and Marvell Avastar™ 88W8764 Wi-Fi, creates a micro-cloud, eliminating the problem of inconsistent Internet access within a classroom and creating a safe and secure connectivity for up to 60 students. The SMILE plug also securely delivers digital content to a range of devices, including personal computers and handheld devices. Teachers and students can now tap into an unprecedented amount of open or premium digital content. The SMILE plug also allows teaches to control and run interactive classrooms with real-time feedback and analytics, deepening the learning experience.
In tandem with the Stanford Mobile Inquiry Based Learning Environment program, Marvell has developed an easy-to-manage access point for a wide array of SMILE learning applications and has created an administration API and user interface, Plugmin, which provides access to many additional SMILE programs. These tools provide teachers total control of the devices and content used within their classroom for better lesson planning and student evaluation.
Additionally, the SMILE Plug Computer features an open platform based on Arch Linux for ARM, the Plugmin administration app and the Stanford SMILE Junction Server. The SMILE Plug includes a 5V Lithium-Ion polymer battery for back-up power, making it ideal for learning environments where electrical power can be inconsistent.
Also at CES, Marvell and OLPC showcased the first prototype of the X0 3.0, a low cost, low power rugged tablet computer designed for education in emerging markets. Built on the Marvell ARMADA 618 processor and its Avastar 88W8686 wireless chip, the XO 3.0 tablet will feature unique capabilities that allow it to be charged by solar panels, hand cranks and other alternative power sources. Marvell and OLPC also announced that the XO 1.75 laptop will begin shipping in February, with initial orders benefiting education programs in Rwanda and Uruguay. For additional information on the XO 3.0 prototype or the XO 1.75 laptop, please see the related release, “Marvell and One Laptop per Child Unveil the Eagerly Anticipated XO 3.0 Tablet at CES.”
Availability
The SMILE Plug will be available in spring 2012; please visit http://www.marvell.com for more information. The One Laptop per Child XO 1.75 will be available in February; please visit http://one.laptop.org/action/donateif you’re interested in donating or for more information.
Marvell will also be demonstrating the its education solutions at the 2012 Consumer Electronics Show (CES) in its booth, No. 30542, located in South Hall 3 on the upper level. CES will be held Tuesday, Jan. 10 – Friday, Jan. 13, 2012, at the Las Vegas Convention Center (150 Paradise Road, Las Vegas).
Lesson 2: How Do I Use Inquiry-Based Learning with Youth? [national4H, July 20, 2011]
Creativity in Mathematics: Inquiry-Based Learning and the Moore Method [Aug 8, 2011]
Classroom 3.0: Why the promise of the Digital Classroom depends on technology addressing the human issues first. [Announced Departmental Seminar for Feb 3, 2012, UC Berkeley]
Jack Kang
Director, Application Processor Business Unit, MarvellClassroom 3.0: Why the promise of the Digital Classroom depends on technology addressing the human issues first.
Abstract:
In this talk, Mr. Kang will share his vision for what a digital, next generation “Classroom 3.0” looks like. Before that however, Mr. Kang will focus on the people and process issues that have to be overcome in order to fully realize the value of technology–issues that technologists and engineers often underestimate. Covering use cases both in the United States and in developing 3rd world countries, the session will end with a practical call to action, with an opportunity for students to immediately contribute to the Marvell SMILE Plug project, a revolutionary new product that will improve student lives today.Bio:
Mr. Kang joined Marvell in February, 2006 and is currently director of Marvell’s Application Processor Business Unit. He has been in the semiconductor business for more than seven years, holding previous positions in design engineering at several leading technology vendors. At Marvell, Mr. Kang manages multiple product lines from design conception to mass market implementation and adoption. These include the industry-leading ARMADA PXA processors, which are fueling today’s premier consumer devices. Additionally, he oversees various market segments, including education, eReaders, gaming, tablets and other connected consumer and embedded devices. Most recently, Mr. Kang was responsible for the processor design powering Microsoft’s gaming console, Microsoft Kinect. This gaming console shattered sales records and was named the fastest-selling tech gadget of all time by the Guinness Book of World Records – totaling more than 20 million units since its launch in November, 2010.Mr. Kang is currently driving the development of Marvell’s ‘Classroom 3.0’, a connected, secure learning environment that simplifies and speeds the deployment of technology to students around the world. A new device called the SMILE plug, central to Classroom 3.0, creates a ‘micro cloud’ within a classroom that is completely controlled by the teacher.
SMILE (Stanford Mobile Interactive Learning Environment) [Aug 4, 2011]
SMILE workshop (Stanford Mobile Interactive Learning Environment – open source mobile application and mobile interaction management system) engages participants to experience how the latest open source mobile learning environment helps teachers to engage students in generating mobile media-based inquiries and using the student-generated inquiries as tools to promote self-reflection among students and formative assessment for teachers. An Android-based mobile learning device will be provided for each participant for the hands-on workshop.
Description
It is generally acknowledged that student-created questions play an important role in the learning process (Dale, 1937; Dillon, 1990; Hunkins, 1976) and they have been demonstrated to improve student learning outcomes (Barak & Rafaeli, 2004; Commeyras, 1995; Dori and Herscovitz, 1999; Rothkopf, 1966). In posing questions themselves, students must revisit previous learning materials and reshape their thoughts relating to prior learning, thereby deepening their understanding (Marbach-Ad & Sokolove, 2000). Moreover, if students are made aware that they will be asked to create questions at a later time, they will actively monitor and attend to what they are learning during class in anticipation (Mosteller, 1989; Wilson, 1986). Despite these findings, though, student-created questions have remained consistently absent from the majority of teachers’ repertoires (Gall, 1970). Studies have reliably shown that only a very small portion of questions asked in a classroom are created by the students(Corey, 1940; Dillon, 1988), implying that a powerful pedagogical tool is being underutilized.
The affordances of mobile phones present a unique opportunity to reintegrate student-generated questions back into the classroom. More specifically, considering that students are already actively trying to communicate with each other during class on their mobile phones (Educational Digest, 2005; Gilroy, 2004), there is an opportunity to reorient this communication toward class material through student-created questions. Indeed, it is slowly being recognized and demonstrated that mobile phones are highly engaging tools to be taken advantage of, not prohibited (Kolb, 2008). For example, data collected by Swan et al. (2005) from four elementary and two middle-school classes indicated that the use of mobile phones in the classroom increased student motivation, improving their quality of work. With mobile phone ownership among children has increased byin the past five years (MRI report, 2010) and a current trend towards the consolidation of open-source mobile operating system platforms (Shuler, 2009), there could be no better time to take advantage of these affordances in order to increase the incidence of student-generated questions as an effective way to promote student learning and engagement in the classroom.
Therefore, a newly developed SMILE (i.e., Stanford Mobile Interactive Learning Environment – open source mobile application and mobile interaction management system) will be demonstrated in a hands-on workshop format. Each participant will be given an Android mobile device to participate in the workshop and two facilitators will coordinate the setup and lead the workshop. The mobile learning workshop basically engages all participants to quickly generate a variety of inquiries (Shown in Figure 1), reflect on the inquiries, and rate participants’ inquiries through a real-time mobile interaction network while the facilitator demonstrates how teachers might be able to monitor the progress of the inquiry generation process and types of inquiries participants generate.
There are several important features of SMILE that were deliberately designed to maximize its effectiveness. First, allowing students to include digital photos in their questions garners the learning benefits gained from the presentation of materials in multimedia (Mayer, 1997). Second, having students create multiple choice question items help the student thoroughly reflect on the learned principles while thinking critically in synthesizing learning concepts and generating inquiries that are logical and sound. Third, permitting students to rate each other’s questions provides feedback and incorporates an element of peer assessment, which has been demonstrated to be valuable to a majority of students (Williams, 1992). Fourth, allowing students to view who scored the highest may foster a “non-pressured,” yet ultimately competitive game playing-like learning environment, which has been demonstrated to maintain an optimally motivating learning atmosphere (Reeve & Deci, 1999). Finally, supplying the teacher with all of the students’ questions and responsesthrough the graphic user interface provides invaluable formative assessment information, which has been demonstrated to greatly improve student learning (Black & William, 1998; Cross, 1998). For all of these reasons, SMILE provides a particularly effective means of promoting student-generated questions and in the end it can encourage the participants to engage in real-time learning and assessment with a multimedia-rich interactive learning environment.
Contact Information
Paul Kim phkim@stanford.edu
Stanford University
SMILE (Stanford Inquiry-Based Learning Environent) Workshop
Stanford Mobile Inquiry-based Learning Environment (SMILE) is basically an assessment/inquiry maker which allows students to quickly create own inquiries or homework items based on their own learning for the day. SMILE workshop is designed to introduce SMILE to people in the world and help them take advantage of SMILE.
AECT 2011 workshop ::
Date: on November 9, 2-11 at 9AM ~ 12PM
Location: Jacksonville, FloridaThis workshop engages participants to experience how the latest open source mobile learning environment helps teachers to engage students in generating mobile media-based inquiries and using the student-generated inquiries as tools to promote self-reflection among students and formative assessment for teachers. An Android-based mobile learning device will be provided for each participant for the hands-on workshop.
… [Included: Instruction Manual For learners by Sunmi Seol, Presentation document, Survey (paper / on-line versions)] …
Stanford Mobile Inquiry-based Learning Environment (SMILE) [first published Feb 23, 2011, excerpted Jan 29, 2012]
“Stanford Mobile Inquiry-based Learning Environment (SMILE)” is the subproject of POMI in Education.
Introducing SMILE: Stanford Mobile Inquiry-Based Learning Environment [Nov 21, 2011]
Using student inquiries as learning objects and meta-evaluation vectorsSMILE turns a traditional classroom into a highly interactive learning environment by engaging students in critical reasoning and problem solving while enabling them to generate, share, and evaluate multimedia-rich inquiries.
Stanford Mobile Inquiry-based Learning Environment (SMILE) is basically an assessment/inquiry maker which allows students to quickly create own inquiries or homework items based on their own learning for the day.
Stanford Mobile Inquiry-based Learning Environment (SMILE) is basically an assessment/inquiry maker which allows students to quickly create own inquiries or homework items based on their own learning for the day. For example, students can freely take a photo (Shown in Figure 1) of a diagram or any other object from their own textbooks or any phenomena discovered in their school garden or lab and create a homework item.
![]()
Figure 1. Students taking a photo of their textbookAll student-created multimedia inquiry items can be tagged by the generator, but rated by peers to indicate how relevant or useful the item is to their own learning. Obviously, teachers or facilitators could decide to review the student-generated homework items from the homework pool, weed out the ones that may not be relevant and leave only the ones that are highly useful or ones with highest student ratings (i.e., rules could be made at the local level).
The SMILE application enables homework generation, completion and competition game during class. It offers opportunity to review what students learned in class and organize them and create their own inquires from them. Moreover, all student-generated questions are instantly collected, passed out to the whole class and all students are supposed to take a quiz created by all students and also give rating to each question based on standard rule made by local level. After students’ answers are submitted, they can review their results immediately. Through creating own question and sharing it with peers, students are able to check their understanding of what they learned for the day and compensate their lack of learning from peers’ questions. The instant activity blocks students’ learning of the day from fading away and after activity a teacher can give more additional information and detailed explanations to the class which helps them improve their understandings a lot. Quiz activity is controlled by teacher’s application so that students can not get distracted and do other actions. The current prototype of this application supports group/classroom level but village/school level, or community/school district level will be supported soon. Also, it enables a facilitator or teacher to map each inquiry or homework item with appropriate learning standard classifications. The former application is inside the classroom activity and the latter one is outside the classroom activity. The latter application enables students or teachers freely have access to SMILE server regardless of time and place if they have mobile devices. Basically, all homework items created by students are saved on SMILE server, and students can create their own homework items and upload them to the server. Also, they are able to solve homework items connected to the server. Teachers can review all homework items and manage all items to be high quality by seeding out ones which are not relevant to subject or have low-rating by peers from the server. In-out school network system offers continuous learning to all students and then they can pay attention to their own learning saving time and effort, and finally, are more likely to get better understandings of what they learned inside and outside the classroom.
![]()
Figure 2. Student-created inquiries incorporating own mobile photoThe immediate advantages of SMILE are in that it…
- involves the learners themselves in the reflection and generation of own learning stimuli and inquiries;
- makes it possible to have anytime/anywhere homework/inquiry generation possibility (where there is an opportunistic learning moment);
- empowers the learner to generate and incorporate mobile multimedia objects from own environment;
- allows the learn to rate peer-inquiries based on own assessment of the merit;
- enables a collective management of homework quality;
- enables any group or organization to track the academic performance of the learner at a granular (based on learning standards) level;
- makes it possible to conduct a variety of comparison analyses for benchmarking purposes;
- creates a competition or collaboration game environment.
SMILE is composed of teacher’s application and student’s application. Teacher’s application was developed using Java language and it works on web-based system which Java is installed in. To support ad-hoc network environment, XMPP server such as openfire and apache were installed at the server and both applications also include Junction library developed by Stanford Engineering School. All users connected to the server have same environment, in short all students are controlled do same action. Only teacher’s application can manage the each step of the activity happening at SMILE. On the contrary, student’s application can do action sent from teacher’s message.
1) Teacher’s Application
- GUI (Graphic User Interface)-based application and it works in any system which Java can be installed in such as desktop, laptop and net book.
- Server IP is fixed but it is changeable and a teacher can change the path of Apache directory if the path is different from the fixed one.
- This application supports two ways for a quiz activity: first one is to let students create their own inquires, share, solve and get the result of the quiz during class and other one is using saved questions. As for the latter one, a teacher can freely select the quiz set from the server and pass it out to the whole class.
- A teacher can use time-limit quiz way inserting time limit at the application (Optional).
- This activity is composed of four states: connection to the server, making question, solving questions and seeing the results. A teacher is able to see the current status from the activity flow and each state button is disabled after the state is over.
- At student status window, a teacher can check each student’s submission of the question and answers of the quiz, and final score. A teacher is also able to see total numbers of students joined the quiz, ones of students submit the question, and ones of students submit answers.
- Score board window shows each student’s final score and right answer, his/her answer and his/her rating about each question.
Figure 3a. Teacher’s application of SMILE in India
Figure 3b. Teacher’s application of SMILE in USA
- Top score window is for noticing top score winners. A teacher can see who get highest score at the quiz and who get highest rating on their own questions.
- Question status window includes the following information: as for each question, who created, how many students get right answers, and what ratings this question get. Moreover, if clicking each question, a teacher can see real question at question window. After getting result, more detailed information is added to original question.
- If clicking save questions, student-created questions are saved and they can be used for future class or other students.
2) Student’s Application
Figure4. Login Window Figure 5. Main Window Figure 6. Make your question
- To join this activity, students are supposed to insert their name and server IP which is usually fixed but if server IP is different from fixed one, change it to the right IP address. If clicking login button, this application connect to the junction server and all students’ applications are under same environment according to the teacher’s application.
Figure7a. Main Window in India Figure7b. Main Window in USA
- At main window, as shown in Figure 5 there are three buttons: Make your question, Solve questions, and See results. Each action button is automatically enabled so that students can not do different actions without a teacher’s direction.
- Each student’s application receives the message from teacher’s application, and action button is enabled and then each student goes to each action status by clicking the button. The first action is making own question.
- At making question state, students can generate their own inquires adding images related to the inquiry. At that time, students can use the pictures saved already or take a picture from their materials or everything around them. Currently, students can create multiple-choice question for supporting instant grading system. Using preview function, students can preview their own questions before submission.
Figure 8. Students are making questions
- If clicking post button, newly-created question is given to the server and the application comes back to the main window.
Figure 9. Main Window Figure 10. Solve Questions
- After getting message “Solve Questions” from the teacher’s application, the next button is enabled. All students are under solving questions state.
- Students can freely go to next or previous question and also check answer and rating. Before submitting answer sheet, students can not escape from this activity.
11a. The picture of solving questions in india
11b. The picture of solving questions in USAFigure 11. Students answering to questions made by their peers
- Accidental logoff may happen anytime but student’s application can join the activity is going on because the server is broadcasting the current state to all students’ application at regular interval.
Figure 12. Result Window Figure 13. Detailed Result Figure 14. Who’s the winner
- After all students submit their answer sheets, see result button is enabled and students can see their own result of quiz. As figure 9 shows, main result window includes total score and correct or wrong information for each question.
- If clicking detail button, students can check each question’s detailed information: correct answer, number correct people, average rating and my answer.
- Winner page has information about the winner with highest score at the quiz and the owner with highest average rating for their own-created question.
- If seeing the results is over, all activities of SMILE end.
Future Studies
Current SMILE will be expanded to an application which enables accessibility to quizzes outside the classroom. Anytime Homework application enables students and teachers have access to SMILE server regardless of the time and place. This application offers different access permission to both students and teachers. Students enjoy individual quiz activity by solving question items saved on the server and also they generate their own questions and upload them to the server anytime. A teacher is also able to have access to SMILE server and manage the quality of homework items saved on the server by removing the questions items with low rating or are less relevant to class-curriculum. Figure 15 represents next version of SMILE including Anytime homework and Junction quiz applications.
Figure 15. Next version of SMILE application
- Stanford Mobile Inquiry-based Learning Environment(SMILE): using mobile phones to promote student inquires in the elementary classroom
Sunmi Seol, Aaron Sharp, Paul Kim
Proceedings of the 2011 International Conference on Frontiers in Education: Computer Science & Computer Engineering, FECS 2011- Proceedings of WORLDCOMP’11: The 2011 World Congress in Computer Science, Computer Engineering, and Applied Computing – Download Paper
Faculty Research Assistant Research Assistant Research Assistant Student
![]()
![]()
![]()
![]()
Dr. Paul, Kim Sunmi Seol Arafeh Karimi Rashid Ahwazian Aaron A. Sharp
Interview – Mr Paul Kim [Nov 18, 2009]
Stanford Mobile Inquiry-based Learning Environment (SMILE) [Google translation from Spanish, Sept 7, 2011]
Speaker: Claudia Muñoz-Reyes
(Stanford Inquiry-based Mobile Learning Environment – SMILE)
In this digital age, characterized by the rapid development of technologies, people who have less access and education opportunities will be reduced to be at greater risk of leaving the cycle of poverty. They will be increasingly difficult to be able to participate in the growing economies of information and knowledge societies, thereby increasing not only the digital divide-but also what is most important, the knowledge gap. The preferential commodities and value-added of the Century 21, are information and knowledge. Without an innovative intervention that addresses these effects of globalization and rapid technological advancement, the gap will grow more and more, excluding the communities of extreme poverty can not ensure their own survival.
It’s nothing new in Latin America and other developing countries have been taking several initiatives and attempts to introduce technology in public schools in the last 2 decades. In many of these countries, where in recent years have provided rural and suburban schools, old computers, today these “iron dinosaurs” were not only obsolete, but not used and only pollute our environment. Even in the last 6 years, have been giving greater emphasis to pilot projects and programs, driven by governments in most cases by applying the model 1:1, or also known as OLPC (One Laptop per Child), where Unfortunately, no results have been achieved educational and cognitive testing. Moreover, assessments of international experts from various experiences of OLPC in the world are not the most encouraging. Most of these programs have focused primarily on an abundant supply of hardware, often with little support, but above all, without proper teacher training, which keeps pace with the massive deployment of equipment. On the other hand, the vast majority of digital content that are being used by several of these programs are not innovative and do not promote interactive learning and motivating children.
The purpose of SMILE is to provide a pedagogical change in classrooms, through mobile technology. The pedagogical model used is the “Inquiry-based Learning Model” (Model-based Learning Questioning) and models of learning based on problem solving, which encourage creativity, critical thinking and scientific attitude collaborative work, the 21 st Century skills in our children today. Consequently, our dynamic innovative teaching to implement, through mobile devices, focus on the student as the star of the learning process and the teacher becomes more of a facilitator of this process. This tool and formats developed Android platform and IOS (iPhone, iPad) also provides a great opportunity for teachers to quickly assess learning and performance of children individually and in groups.
The first pilot of this innovative program were in India, Malaysia and the United States between January and March 2011 and last experience in August of this year has taken place in rural and suburban schools of Misiones, Argentina, with surprising results .
Short Video of the last experience with rural and suburban schools in Misiones and Buenos Aires, Argentina:
SeedsofEmpowerment [Aug 17, 2011]
Multiple photos and other videos from our pilot projects in Argentina, Malaysia and India using mobile devices (smartphones) and tablets:
SMILE (Stanford Mobile Inquiry-based Learning Environment) – Medical education [on slideshare, Nov 23, 2011]
SMILE-MedRIC Interview with Professors [Nov 21, 2011]
SMILE MedRIC-Part1: As part of SMILE project, Medical students in Chungbuk University used SMILE in their Medical Informatics class and created questions on HIV AIDS.
SMILE (Stanford Mobile Interactive Learning Environment)-MedRIC-Korea-Part1 [arafehkarimi, Nov 16, 2011]
Part 2 – Part 3 – Part 4 – Part 5 – Part 6 – Part 7 – Part 8
Note: MedRIC (Medical Research Information Center), a Ministry of Science and Technology funded organization in S. Korea, focusing on research and development in medical informatics, medical data visualization, telematics, Virtual Reality-based medical training, and health communication and promotion policies and programs.
Background
Plug Computers [Marvell site, Jan 9, 2012]
Whether the need is remote access to data on a home network or to turn an entire classroom into a highly interactive learning environment, the solution is simple, convenient, and inexpensive. With a small form factor server called a plug computer, network connectivity is right at a wall socket.
Simply insert the plug computer into an electrical outlet and add an external hard drive or a USB flash drive through a USB port (depending on the deployment, a router may also need to be connected into the plug) — just like that, you have a network attached storage device.
Powered by Marvell embedded processors, a plug computer is packed with enough processing power and network connectivity for managing and serving up digital media files. It also draws less than one tenth of the power consumed by its PC counterparts enabling always-on, always-connected, and environmentally friendly computing. With a gigahertz-class processor, memory and storage the plug computer has ample processing power and resources to run any embedded computing application.
Applications for a plug computer include:
- Media Server
- Home Automation
- Remote Access
- A micro cloud for the classroom
Smile Plug for Education
Powered by Marvell’s high-performance, low power ARMADA® 300 series SoC and Avastar™ 88W8764 Wi-Fi, the SMILE Plug creates a micro-cloud, eliminating the problem of inconsistent Internet access within a classroom and creating a safe and secure connectivity for up to 60 students. The SMILE plug also securely delivers digital content to a range of devices, including personal computers and handheld devices. Teachers and students can now tap into an unprecedented amount of open or premium digital content. The SMILE plug also allows teaches to control and run interactive classrooms with real-time feedback and analytics, deepening the learning experience.
Plug Computer Developer Community
Pioneered by Marvell, the plug computer is originally based on the ARM ultra-low power architecture and built on an Open Development Platform. To encourage manufacturers to create applications on the platform, Marvell founded PlugComputer.org, an online community where developers can discuss ideas and share code solutions.
Enabling Classroom 3.0: Marvell SMILE Plug [Marvell platform brief, Jan 5, 2012]
Enabling Classroom 3.0: Secure Content, Teacher Control
Product Overview
Marvell® is excited and proud to create Classroom 3.0 with SMILE Plug. The SMILE Plug is a revolutionary way to change how technology is used in the classroom, offering unprecedented access to secure digital content, a seamless delivery mechanism, and a simple teacher interface to fully control the classroom.
Marvell’s SMILE Plug enables education institutions to create a micro-cloud within a classroom, facilitating a simple, low-cost way to network classrooms. The SMILE Plug eliminates the problems of inconsistent Internet access within a classroom environment, safely and securely providing connectivity in the classroom. The SMILE Plug also securely delivers digital content to a range of devices, including personal computers and handheld devices. Teachers and students can now tap into an unprecedented amount of open or premium digital content. The SMILE Plug also allows teaches to control and run interactive classrooms with real-time feedback and analytics, deepening the learning experience.
The Marvell SMILE Plug is being developed in partnership between the Stanford® University School of Education and Marvell—both of whom share the vision of using technology to revolutionize and improve the way students learn and educators teach. The SMILE Plug, which is named and built with Stanford’s Mobile Inquiry Based Learning Environment (SMILE), will provide the ability to establish a local Wi-Fi network for up to 60 students. SMILE turns a traditional classroom into a highly interactive learning environment by engaging students in critical reasoning and problem solving while enabling them to generate, share, and evaluate multimedia-rich inquiries. In addition, this creates access to many more SMILE learning applications. To simplify deployment and management of the SMILE Plug, Marvell has developed a plug administration API and user interface called Plugmin.
Smile Plug Components
The SMILE Plug contains the Marvell Plug Computer, as well as all of the software tools needed to develop applications for the platform. I/0 interfaces include 2x Gigabit Ethernet, 2x USB, Wi-Fi, and SD card slot up to 32GB. The Plug Computer is an embedded computer that plugs into the wall socket and can run network-based services that normally require a dedicated personal computer. Featuring a Marvell ARM-based CPU running up to 2GHz CPU with 512MB of Flash memory and 512MB of DDR3 memory, the Plug Computer provides ample processing power and resources to run any embedded computing application. Network connectivity is via Gigabit Ethernet; peripheral devices can be connected using USB 2.0 and Wi-Fi.
• Software Tools
The SMILE Plug will be based on Arch LinuxTM for ARM and NODE.js, as well as a plug administration API and Stanford’s SMILE environment and software development kit (SDK). All components adhere to the open-source model, making the SMILE Plug an ideal platform on which to develop or port any additional learning applications. The Plugmin administration client runs on Android-based devices and enables easy administration of the SMILE Plug. Used in conjunction with the SMILE Junction Server Administration Client, the teacher can easily control or run interactive classroom learning experiences.System-on-Chip (SoC) Solutions
The SMILE Plug Computer incorporates two of Marvell’s industry-leading system-on-chip (SOC) solutions to drive unparalleled application performance and connectivity in online classroom environment:
• Marvell ARMADA 300 CPU SoC
This is a high-performance integrated controller. It integrates the Marvell developed CPU core that is fully ARMv5TE compliant with a 256KB L2 Cache. The Marvell ARMADATM 300 (88F6282) builds upon Marvell’s innovative family of processors, improves performance, and adds new features to reduce bill of materials (BOM) costs. The 88F6282 is suitable for a wide range of applications such as routers, gateway, media server, storage, thin clients, set-top box, networking, point of service and printer products. For product information, visit http://www.marvell.com/embeddedprocessors/armada-300/assets/armada_310.pdf• Marvell Avastar 88W8764 Wi-Fi SoC
This is a highly integrated 4×4 wireless local area network (WLAN) system-on-chip (SoC), specifically designed to support high throughput data rates for next generation WLAN products. The device is designed to support IEEE 802.11n/a/g/b payload data rates. The Marvell Avastar® 88W8764 provides the combined functions of DSSS, OFDM, and MIMO baseband modulation, MAC, on-chip CPU, memory, host interfaces, and direct-conversion WLAN RF radio on a single integrated chip. The device supports 802.11n beamformer and beamformee functionality, enabling a simplified, integrated solution. For product information, visit http://www.marvell.com/wireless/assets/Marvell-Avastar-88W8764-SoC.pdfKey Features and Benefits
…
Arch Linux, a lightweight and flexible Linux® distribution that tries to Keep It Simple.
Currently we have official packages optimized for the i686 and x86-64 architectures. We complement our official package sets with a community-operated package repositorythat grows in size and quality each and every day.
Our strong community is diverse and helpful, and we pride ourselves on the range of skillsets and uses for Arch that stem from it. Please check out our forums and mailing lists to get your feet wet. Also glance through our wiki if you want to learn more about Arch.
About Arch Linux [Dec 5, 2008]
Arch Linux is an independently developed, i686/x86-64 general purpose GNU/Linux distribution versatile enough to suit any role. Development focuses on simplicity, minimalism, and code elegance. Arch is installed as a minimal base system, configured by the user upon which their own ideal environment is assembled by installing only what is required or desired for their unique purposes. GUI configuration utilities are not officially provided, and most system configuration is performed from the shell by editing simple text files. Arch strives to stay bleeding edge, and typically offers the latest stable versions of most software.
Arch Linux uses its own Pacman package manager, which couples simple binary packages with an easy-to-use package build system. This allows users to easily manage and customize packages ranging from official Arch software to the user’s own personal packages to packages from 3rd party sources. The repository system also allows users to easily build and maintain their own custom build scripts, packages, and repositories, encouraging community growth and contribution.
The minimal Arch base package set resides in the streamlined [core] repository. In addition, the official [extra], [community], and [testing] repositories provide several thousand high-quality, packages to meet your software demands. Arch also offers an [unsupported] section in the Arch Linux User Repository (AUR), which contains over 9,000 build scripts, for compiling installable packages from source using the Arch Linux makepkg application.
Arch Linux uses a “rolling release” system which allows one-time installation and perpetual software upgrades. It is not generally necessary to reinstall or upgrade your Arch Linux system from one “version” to the next. By issuing one command, an Arch system is kept up-to-date and on the bleeding edge.
Arch strives to keep its packages as close to the original upstream software as possible. Patches are applied only when necessary to ensure an application compiles and runs correctly with the other packages installed on an up-to-date Arch system.
To summarize: Arch Linux is a versatile, and simple distribution designed to fit the needs of the competent Linux® user. It is both powerful and easy to manage, making it an ideal distro for servers and workstations. Take it in any direction you like. If you share this vision of what a GNU/Linux distribution should be, then you are welcomed and encouraged to use it freely, get involved, and contribute to the community. Welcome to Arch!
New Arch Linux ARM website! [June 22, 2011]
Welcome to the new Arch Linux ARM site! We hope you like the new layout, organization, and the brand new, unified effort from the PlugApps and ArchMobile teams.
For our existing PlugApps/Plugbox users, you have probably already got the new “rebranding” packages that renames much of PlugApps to Arch Linux ARM (ALARM for short), but beyond that, we’re still the same team members with the same goal in mind – to create an advanced but simple Linux distribution for ARM devices such as plug computers and newer ARM devices.
We’d love to hear your feedback on the change – post in the forums or get in touch with us in the Support menu.
Thanks for using Arch Linux ARM and you’ll be hearing a lot more from us as we go!
Welcome ArchMobile.org Visitors! [July 23, 2011]
You may not have noticed unless you came here looking for ArchMobile.org, but the domain now redirects to Arch Linux ARM.
ArchMobile was the first effort aimed at making Arch Linux run on ARM, with an emphasis on mobile phones such as the OpenMoko. PlugApps was the other effort, aimed at making Arch Linux for plug computers. They decided to join forces and create a new, unified effort, Arch Linux ARM, for all ARM devices. This redirect completes the move to Arch Linux ARM as the base for everyone’s work.
So, welcome! Post in the forums and join us on IRC!
Arch Linux ARM [June 26, 2011]
Arch Linux ARM is a distribution of Linux for ARM computers. We are aimed at ARMv5 platforms like plug computers, OXNAS-based ARMv6 PogoPlugs, Cortex-A8 platforms such as the BeagleBoard, and Cortex-A9 and Tegra platforms like the PandaBoard and TrimSlice. However, it can run on any device that supports ARMv5te or Cortex-A instruction sets. Our collaboration with Arch Linuxbrings users the best platform, newest packages, and installation support.
Arch Linux ARM is a full Linux distribution with all of the console, server, and desktop applications you’d find anywhere else. You can run many popular services, such as CUPS to print from networked computers; Apache, Lighttpd, Cherokee, and Nginx for web servers with full PHP and CGI support; FTP, NFS, AFP, Rendezvous, Windows and Time Machine-compatible Samba servers; or install a desktop environment (with a web browser, text editors, and more) accessible through VNC, DisplayLink, or HDMI displays.
The entire distribution is on a rolling-release cycle that can be updated daily through small packages instead of huge updates every few months. Most packages are unmodified from what the upstream developer originally released.
Platforms (exerpted as of Feb 1, 2012):
PlugApps maintains two software repositories specifically designed for the features available in each platform. The devices listed for each platform are those we officially support with precompiled kernels and root file systems tailored to their unique configurations.
However, just because a device isn’t listed doesn’t mean the software won’t run on it. Any ARM system with any of the architectures we compile for will be able to run the software, and any newer systems that are backwards compatible will be able to use the software as well.
Choose a platform from the menu above or in the list below to get started.
ARMv5
Processor
RAM
NAND
Ethernet
USB
SATA
Pogoplug Series 4
Marvell Kirkwood 800MHz
128MB
128MB
Gigabit
3
1
Pogoplug v2 (Pink/Gray)
Marvell Kirkwood 1.2GHz
256MB
128MB
Gigabit
4
Seagate DockStar
Marvell Kirkwood 1.2GHz
128MB
256MB
Gigabit
4
Seagate GoFlex Home
Marvell Kirkwood 1.2GHz
128MB
256MB
Gigabit
1
1
Seagate GoFlex Net
Marvell Kirkwood 1.2GHz
128MB
256MB
Gigabit
1
2
SheevaPlug
Marvell Kirkwood 1.2GHz
512MB
512MB
Gigabit
1
TonidoPlug
Marvell Kirkwood 1.2GHz
512MB
512MB
Gigabit
1
ARMv6
Processor
RAM
NAND
Ethernet
USB
SATA
Pogoplug Pro/Video/v3
PLX 7820 700MHz Dual-core
128MB
128MB
Gigabit
4
1
ARMv7
Processor
RAM
Ethernet
SD
USB
Wireless
BeagleBoard
TI OMAP 3530 720MHz
256MB
10/100
Full SD
1
BeagleBoard-xM
TI DM3730 1GHz
512MB
10/100
Micro SD
4
Gumstix Overo
TI OMAP 35xx 600/720MHz
512MB
10/100
Micro SD
Exp
B/G, Bluetooth v2.0 + EDR
PandaBoard
TI OMAP 4430 1GHz Dual-core
1024MB
10/100
Full SD
2
B/G/N, Bluetooth v2.1 + EDR
TrimSlice
NVIDIA Tegra 2, 1GHz Dual-core
1024MB
Gigabit
Full and Micro SD
4
Marvell SoCs to win both Microsoft and Nokia for Windows Phone and Windows 8 platforms (after the Kinect success)
Update: – Marvell licenses VeriSilicon DSP cores [Feb 13, 2012]
SAN FRANCISCO—Marvell Technology Group Ltd. has signed a licensing agreement for VeriSilicon Holdings Co. Ltd.’s ZSP G3 intellectual property cores, including the dual-MAC ZSP800M and ZSP880M synthesizable DSP cores, VeriSilicon said Monday (Feb. 13). Financial terms of the deal were not disclosed.
Marvell is also using VeriSilicon’s quad-MAC ZSP800 core and suite of HD-audio software solutions in the ARMADA 1000 HD media processor SoC and the recently introduced Marvell ARMADA 1500 media processor SoC, VeriSilicon (Santa Clara, Calif.) said. These chips are designed for applications such as Blu-ray players, digital media adapters, HD-STB and HDTVs.
According to VeriSilion, the dual-MAC ZSP architecture offers a balance of high performance, power efficiency and lower cost to support the increasing feature convergence in mobile and digital entertainment products and enable prolonged battery life. The company claims its products offer ease of use and strong customer support.
“We are quite impressed with the area and power efficiency of the dual-MAC ZSP800M core, combined with the ease of programming on the ZSP architecture,” said Ivan Lee, vice president of mobile products at Marvell, in a statement. “VeriSilicon’s ZSP-based HD-audio and voice software solutions will provide us with faster time-to-market advantages necessary to meet the growing demands of the mobile platform solutions for use in tablets and smartphones.”
Marvell’s Cutting-Edge Application Processors [Jan 10, 2012]
From [2:45] the so-called hybrid multiprocessing technology is mentioned with showing the above architecture. It was introduced back in September 2010 with ARMADA 628 (see: Marvell ARMADA beats Qualcomm Snapdragon, NVIDIA Tegra and Samsung/Apple Hummingbird in the SoC market [again] [Sept 23, 2010 – Jan 17, 2011]) at the time when Marvell was working on the earlier ARMADA 610 (see also in the indicated post) for the RIM Blackberry Playbook. Six month into the project RIM dumped the 610 for a TI SoC, but even with that was only able to deliver the stable version of its new QNX software on version 2, missing the crucial 2010 Holiday season. While rumors of that time blamed Marvell for that, according to a current view: “It appears that the failures are largely RIM’s, and often software related. The Marvell processors, when used, seem to work well.“
The first larger scale win for ARMADA 610 was the VIZIO VTAB1008 8″ tablet operating with Android, made available in August 2011 (see: Innovative entertainment class [Android] tablet from VIZIO plus a unified UX for all cloud based CE devices, from TVs to smartphones [Aug 21, 2011 – Jan 7, 2012]). This tablet is shown earlier in the above video (from [0:19] to [1:24]). The ARMADA 628 still has to arrive in a tablet which probably will happen only late in 2012 on Android (as “The company looks at the tablets market as ‘saturated’ and is avoiding it for the next couple quarters“, see below) and might happen in Q4 as the earliest on Windows 8 as hinted explicitly below by Marvell. This is just a possibility (but a very big opportunity for OEMs considering the obvious maturity of 628), nothing more, as any OEM engagement currently under way might end up in a market relased product, or not (as in the case of Playbook with ARMADA 610).
Note: in the above video instead of ARMADA the earlier PXA branding is used by Marvell’s Allen Leibovitch. Jack Kang in charge of the Application Processors business is also using the PXA branding, as you could read below.
After the First real chances for Marvell on the tablet and smartphone fronts [Aug 21, 2011 – Jan 19, 2012], so far in the Android, Google TV, educational (more edu) and OPhone spaces, here is the next large scale opportunity for the company. With the young and entrepreneurial Jack Kang in charge since H2CY2010, who has an excellent earlier track record with Microsoft via the hugely successfull Microsoft Kinect application SoC effort, there is a real chance for the company to conclude with platform wins the reported below new engagements with both Microsoft and Nokia in 2012:
Exclusive: Marvell Says it Will Find a Home in Chinese Windows Phones [DailyTech, Jan 31, 2012]
Marvell also hints at possible Windows 8 tablets/laptops
We had an interesting chat with the Marvell Technology Group, Ltd. (MRVL).
Marvell is perhaps best known as the company that took the Xscale ARM division off of Intel Corp.’s (INTC) hands in 2006. During the modern smartphone era, Marvell has been a quiet competitor, overshadowed by companies like Qualcomm Inc. (QCOM) and Samsung Electronics Comp., Ltd. (KS:005930) which have pushed the smartphone processing power envelope more aggressively.
By contrast Marvell has focused on budget smartphones. It is in most of Research in Motion, Ltd.’s (TSE:RIM) BlackBerry smartphones. These budget smartphones have led it to strong sales in Indonesia and China.
Marvell has done well in China, thanks to close ties with RIM and Nokia.
[Image Source: BlackBerry Rocks]Interestingly, the American company sees China as perhaps its most valuable market. Jack Kang, director of Marvell’s applications processor business unit states, “China was a very strategic investment.”
With Windows Phones set to land in China later this year in budget smartphones, Mr. Kang is making a bold prediction — “If there’s Windows Phones in China, there will probably be Windows Phones with Marvell in China.”
That would be a major market event as thus far Qualcomm has been the exclusive ARM chipmaker partner of Windows Phone. While Windows Phone has struggled in the U.S. where key Windows Phone partner Nokia Oyj. (HEL:NOK1V) has virtually no market share, in China Nokia is the top smartphone maker, so a switch to Marvell ARM cores would be quite a coup.
Nokia is the top phonemaker in China, thus it’s crucial that Marvell gets in Nokia’s new Chinese Windows Phones when it makes the shift later this year. [Image Source: M.I.C. Gadget]Mr. Kang feels his firm’s biggest strength is providing “quality low-cost devices”. While it doesn’t bake discrete Wi-Fi circuitry into some of its system-on-a-chip devices, it says this approach works in markets like Indonesia or rural China where there’s plentiful 3G but sparse Wi-Fi coverage.
Marvell current produces single and dual-core chips, with the smartphone-aimed ARMADA family. Despite competitors like Qualcomm and NVIDIA Corp. (NVDA) jumping to quad core, Marvell says that approach doesn’t make sense. Mr. Kang comments, “We don’t think quad core makes sense at 40 [nm] from a power perspective, from a price perspective.”
Marvell’s ARMADA series ARM CPUs power smartphones and mobile devices like the ARM OLPC variant. [Image Source: OLPC.tv]He says that Marvell is tentatively slotted to release quad-core designs when it hits 28 nm in mid-2013. The chipmaker uses Taiwan Semiconductor Manufacturing Comp., Ltd.’s (TPE:2330) third-party fabrication services. TSMC has struggled at the 28 nm node, delivering low yields and in turn higher costs — a combination that doesn’t work with Marvell’s business model — hence the delay.
Marvell feels that the fact that it takes its ARM license and build a unique core from the ground up using the ARM instruction set gives it an advantage over competitors like NVIDIA that simply take the core licensed from ARM Holdings plc (LON:ARM), but don’t do a complete redesign.
The company looks at the tablets market as “saturated” and is avoiding it for the next couple quarters, although it did seem distraught at losing RIM’s PlayBook to Texas Instruments Inc. (TXN), another U.S. chipmaker.
Mr. Kang hinted Marvell may jump on the tablet bandwagon or even release budget ARM laptops in Q4 2012 when Windows 8 arrives — and with it the first-ever ARM CPU support for a Windows main line operating system. He comments, “Microsoft already said Windows 8 will run on ARM. And we build ARM devices, so….”
Marvell hints it may be cooking up ARM Windows 8 tablets/laptops, too.
This move would make sense because Marvell has been involved with the One Laptop Per Child (OLPC) project in producing an ARM (Marvell) powered design. It has also played with low cost Linux laptops for years.
The company also showed off a (Android 3.2) “Honeycomb” television set, which it plans to target as an introduction to Internet TV in budget markets like China. This was a reference design, whereas Marvell would partner with a traditional TV maker for production designs.
The Honeycomb set uses Marvell’s latest dual-core chip, which contains an extra low-power core to conserve energy during simpler tasks. The power savings approach mirrors that found in Tegra 3. In that sense Marvell’s dual-core is technically a tri-core, much as NVIDIA’s quad-core is technically a penta-core.
There could indeed be a real 2012 opportunity for Marvell as Nokia CEO Stephen Elop highlighted in an answer to questions about the Quarter 4 results last week (Nokia Quarter 4 results 2011 webcast [Nokia, Jan 26, 2012]):
on China dynamics:
… The Chinese operators are increasingly, on accellerated basis entering into structures where there’s effectively retail rate plan bundling is going on at the store. The operators are driving very hard for the volume of 3G data subscribers. And this is not necessary an economic measure as it is driving volume on certain networks for certain technologies. I think those targets are probably set more broadly for all of the operators [he could mean: by the state, as all three operators are majority owned by the state]. And the impact of that is that they are discovering that with very low priced devices on certain radio technologies they can drive a lot of volume at those levels. And so we are seeing, for example, a very significant uptake in a number of low-priced devices that are on CDMA, there’s also a very significant focus on the Chinese technology TD-SCDMA, again all of the low levels ought to drive those volumes. My comment in the prepared remarks is that Symbian is not well positioned today against that. We do not have Symbian CDMA products at all, so we are not participating in that part of the market. So as that part of the market grows our addressable market has gone down because of that. In TD-SCDMA we do have some products in that space but not at the price points and configurations that is the real focus of this market. …
… We have not yet announced our specific products for the Chinese market but I will say that when we first announced our launch plans, I think all the way back in October, we did highlight that we would have CDMA based Windows Phone products and TD-SCDMA Windows Phone products. That thing said it is the case that we have work to do to successively drive the prices down further and further and further. That will take a bit of time but this is clearly the pattern you are going to see us on the months ahead. …
[I have a couple of deep and current analysis on that:
– The new, high-volume market in China is ready to define the 2012 smartphone war [Jan 6, 2012]
– China TD-SCDMA and W-CDMA 3G subscribers by the end of 2011: China Mobile lost its original growth momentum [Jan 21, 2012]
– China becoming the lead market for mobile Internet in 2012/13 [Dec 1, 2011]]
High performance SOC handles HD media [Jan 6, 2012]
The ARMADA 1500 HD media SOC decodes high-definition advanced multi-format video and audio using it’s dual ARMv7 compatible PJ4B 1.2 GHz processors with symmetric multi-processing and DSP accelerators. The chip targets IP/cable/satellite set-top boxes, advanced Blu-Ray players, digital media adapters, Google TV, and DTV applications.
The SOCs processors yield 6,000 DMIPS. It includes a secure boot ROM and USB, Fast Ethernet, HDMI, SATA, and SDIO interfaces, plus a 32-bit DDR3 at 800 MHz interface. The chips security engine handles OTP, RNG, AES/(3), DES, RSA, SHA-1, and MD5 and a comprehensive software development kit is available. (No price given – available now.)
See also my other posts regarding the other high volume opportunities for Marvell:
– Marvell® ARMADA® PXA168 based XO laptops and tablets from OLPC with $185 and target $100 list prices respectively [Jan 8, 2012]
– Google’s revitalization of its Android-based TV effort via Marvell SoC and reference design [Jan 5, 2012]
(the VIZIO VAP430 Stream Player, introduced below, is likely based on that)
– VIZIO’s two pronged strategy: Android based V.I.A. Plus device ecosystem + Windows based premium PC entertainment [Jan 11, 2012]
Background on Marvell’s relationship with Microsoft
A Cal ‘Kinect-ion’ [Innovations by UC Berkeley College of Engineering, Nov 9, 2011]
Some engineers wait a lifetime for a project like the one that Jack Kang (B.S.’04 EECS) landed when he was barely 26.
In the fall of 2008, Kang was settling into a new marketing position [Technical Marketing Manager] at Marvell, a Santa Clara-based semiconductor company, when Microsoft came knocking with a mysterious assignmentfor the company. Working on an undisclosed product, the computing giant needed a team to design a complex chip for manufacture on a massive scale.
“This project was very secretive,” recalls Kang, who had shifted from hands-on chip design to marketing management at Marvell. Marvell got the Microsoft contract, but “we didn’t really know what it was for,” says Kang. Many months into the development of a specialized microprocessor—often touted as a system’s “brains”—he got his answer. The mystery chip was destined for Kinect, Microsoft’s controller-free and immensely popular electronic game sensor device.
Introduced last November, Kinect uses sophisticated visual and voice recognition to run electronic games, movies and other entertainment. A companion to Microsoft’s Xbox 360 video gaming system, it became the fastest-selling consumer electronics gadget in history, selling 8 million devices in 60 days.
Kinect’s appeal came as no surprise to Kang. “It was a giant leap,” he says of the technology that lets users interact with media through body motions and voice commands. In fact, when Kang first learned about Kinect, he was so dazzled by the concept that he wondered if it could actually be pulled off.
His work on the Kinect chip spanned two years. Acting as the project champion in a “do-whatever-it-takes” capacity, Kang managed the effort from the earliest negotiations through a series of designs to manufacturing. In all, more than 100 Marvell chip designers, marketing representatives, software engineers and othersparticipated in a process that witnessed its share of evolutionary curveballs.
For the first six months, the Marvell team focused on what Kang believes would have been one of the most powerful mobile or consumer chips on the market. Shortly after the chip was completed, Microsoft asked for an even higher performing version. But the company soon switched course, deciding to put more of the computing functions into the Xbox instead of Kinect, Kang says.
Ultimately, Marvell engineers were asked to build a general purpose chip capable of controlling voice recognition and sending data to the Xbox. The team wound up modifying a chip already in development. That chip, as it turned out, was one that Kang had helped design in his earlier capacity as a Marvell engineer.
PHOTO BY ABBY COHN
Excited by his role in unleashing Kinect, Kang sees many possibilities for human-machine interaction. “We’re just at the tip of the iceberg of what this device can do,” he says, envisioning future Kinect systems that help the disabled and the elderly, and play a role in medical treatment and procedures.
Beyond Kinect’s intended use for home entertainment, the $150 system has already triggered a flood of creative applications for its cameras, 3-D sensing and other features. At UC Berkeley, graduate student Patrick Bouffard installed a Kinect on a small four-rotor robotic helicopter to enable it to sense its height above the floor and detect objects in its way. Other concepts have included video-conferencing, surveillance and a navigational aid for the blind.
With his boyish smile and animated personality, Kang, now 29, is at least a decade younger than most of his professional peers. He has developed 11 patents, mostly in the field of CPU (central processing unit) technology. “Everything I needed to know I learned in CS152!” he quips. Kang took that computer architecture and engineering class at Berkeley Engineering and became a teaching assistant his senior year.
Born in Taiwan and raised in the South Bay, Kang was drawn to a career at the intersection of engineering and business. “I felt you could have more of an impact,” he says. At Berkeley, he minored in business administration and was powerfully influenced by his experience as a TA. Hired as a Marvell engineer in February 2006, he was increasingly tapped to showcase company products in technical presentations for clients. “I had the mindset of marketing,” says Kang, who also enjoyed the social interaction that came with it.
Twice promoted since 2008, Kang now serves as director of Marvell’s application processor business unit. Today, with a 12-member staff, Kang manages Marvell product lines for e-readers, gaming, education, tabletsand other devices. Long gone is a work schedule with room for lunchtime volleyball and soccer games. “There’s always someone up in some time zone,” Kang observes.
Kang is eager for the next project of Kinect-like proportions to come his way. “Technology is always evolving,” he says. “I certainly hope I have something that beats it.”
Marvell: Lazard Says Buy On Kinect, TD-SCDMA Opportunities [Tech Trader Daily, June 20, 2011]
… Lazard Capital Markets analyst Daniel Amirraised the stock to Buy from Neutral …
Marvell’s sales of chips into China’s home-brewed TD-SCDMA cellular network standard, which is being developed by China Mobile (CHL), and backed by the government, is perhaps underestimated by the Street.
Marvell could produce $90 million in revenue this year from those chip sales, and $151 million next year, but it could actually go as high as $202 million next year, he thinks. The Street has just $80 million modeled for this year, on average.
Moreover, the company’s sales into Microsoft’s (MSFT) “Kinect” gaming accessory are “opening new doors” for Marvell in the mobile and wireless business, he thinks, which may help Marvell catch up after missing earlier tablet and smartphone bids. Kinect will probably produce $104 million in revenue for Marvell this year, up from $64 million last year, on Kinect units of 16 million, Amir thinks.
[Microsoft Reports Record Revenue of $20.9 Billion in Second Quarter [Microsoft press release, Jan 19, 2012]: “The Xbox 360 installed base now totals approximately 66 million consoles and 18 million Kinect sensors”]
…
Teardown: Kinect has processor after all [EE Times, Nov 15, 2010]
Despite Microsoft Corp.’s claims to the contrary, its new Kinect motion-gaming ad-on for the Xbox 360 uses a standalone applications processor marketed by Marvell Technology Group Ltd. , according to a teardown analysis of the Kinect performed by UBM TechInsights.
TechInsights’ teardown uncovered within Kinect a Marvell PXA 168 applications processor, a part usually found in notebook computers. In September, Microsoft reportedly said it decided not to use a dedicated processor in Kinect. Instead, the company reportedly said the peripheral would harness the power of the processor within the Xbox.
Microsoft (Redmond, Wash.) did not immediately respond to request for comment about the discrepancy.
TechInsights analysts concluded that Microsoft’s head fake means the company has bigger plans to make Kinect more of a platform for applications beyond gaming, or that the company was simply trying to prevent the device from being hacked. The Kinect has reportedly already been hacked multiple times.
The analysts also believe that Microsoft may have underestimated the resource demand on the 360 console processor and was forced into using a laptop-equivalent processor to integrate the imaging, sensing, motor-drive and control functions and orchestrate I/O and communications between the Kinect and Xbox 360. It’s also possible that the processor was required to support the spatial aspects of Kinect’s multiple microphones, they said.
“It’s difficult to identify exactly what the Marvell processor accomplishes on the Kinect as investigation on how the firmware and software manage all control and processing functions and how they could be localized/virtualized to the Xbox haven’t been investigated yet,” said Allan Yogasingam, a technical marketing manager at TechInsights. “Regardless, Microsoft has created a product that takes full advantage of all its components to provide an innovative gaming experience. The existence of this Marvell processor just opens the door for further innovation down the line and an extension of the Kinect from more than just a sensor-based gaming accessory.”
TechInsights also conducted further study on the sensor unit that works with Kinect’s image processor, made by PrimeSense Ltd. The firm discovered that the CMOS image sensors used were provided by Aptina Imaging (the die markings on the sensors still refer to Micron Imaging, which was spun off into Aptina in 2008). The infrared camera uses the MT9M001 sensor and RGB input from the color camera features the MT9M112 sensor, TechInsights said.
Close up of the Marvell PXA 168 applications processor found inside Kinect.
Source: UBM TechInsights.TechInsights’ recent teardown of Kinect found chips made by PrimeSense, Marvell, Texas Instruments Inc., STMicroelectronics NV and others. The firm estimates that Kinect carries a bill-of-materials of roughly $56 for the components, not including the the price of design, R&D and the $500 million Microsoft plans to spend to market the device.
Teardown of the Microsoft Kinect – Focused on Motion Capture [Chipworks, Dec 23, 2010]
…
Application processor An Armada Series 800 MHz application processor by Marvell was also inside the Microsoft Kinect. Interestingly, this device is typically aimed at the e-reader market
Marvell-88AP1-BJD2
…
Why did MS dump Kinect processor? There was ‘no need’ for it [ComputerAndVideoGames.com, Sept 29, 2010]
Camera tracks fewer points than it did last year
It emerged in January that MS had ditched a standalone processor in the camera – which some have claimed has subsequently affected performance.
Kinect now relies on the processing power of the Xbox itself – although the platform holder has claimed that it uses “less than one per cent” of the 360’s motherboard.
“We didn’t know how much processing Kinect was going to take at the start of development,” Kinect creative boss Kudo Tsunoda told the new Xbox World 360.
“Obviously you don’t want to lose any of the things that are important to Xbox customers. Graphic fidelity is something that Xbox has always been known for, and you want to make sure that you still hit that level.
“Forza is a graphical showpiece, and we had Forza with Kinect at E3… the graphic fidelity has actually improved in some areas from what they shipped with Forza 3. It’s still running at 60 FPS and it’s supporting Kinect, so there’s just no need to have that extra processor.”
When asked why Kinect detected less points on the player’s body than it did last year, Tsunoda added:
“As you start building the stuff, you’re like: ‘Wow, to track everything in the human body we can do less points. That’s just normal game development. Anything you do with games, you want the processing power to be used as efficiently as possible to get the experience that you want.”
Kinect launches in the UK on November 10 and the US on November 4.
Microsoft drops internal Natal chip [Jan 7, 2010]
GamesIndustry.biz has learned that Microsoft has dropped a chip from its forthcoming Natal motion control system as the platform holder eyes accessible price points in the build-up to release later this year.
Kinect Downgraded To Save Money, Can’t Read Sign Language [Kotaku, Aug 11, 2010]
The patent for Microsoft’s motion-sensing camera Kinect suggested that the device could understand American Sign Language. Well, it can’t. At least, the version going on sale in November can’t.
Responding to the claims made in the patent, Microsoft has told Kotaku “We are excited about the potential of Kinect and its potential to impact gaming and entertainment. Microsoft files lots of patent applications to protect our intellectual property, not all of which are brought to market right away. Kinect that is shipping this holiday will not support sign language.”
So why did the patent suggest it could? Well, sources close to the evolution of Kinect’s development tell us it’s because the version of the hardware that’ll be available later this year isn’t as capable as was originally intended.
The original Kinect had a much higher resolution (over twice that of the final model’s 320×240), and as such, was able to not only recognise the limbs of a player as the current model version can, but their fingers as well (which the current version can’t). And when the hardware could recognise fingers, it would have been able to read sign language.
But that capability came at a cost, and while Microsoft had always intended Kinect to sell for $150, “dumbing down” the camera would have meant that Microsoft wouldn’t be losing as much money on each unit sold, an important point should Kinect prove to be a failure. So dumb it down they did, reducing the camera’s resolution (which in turn reduced the number of appendages it’d have to track) and placing the burden for some of the device’s processing on the console and not Kinect’s own hardware.
This probably isn’t the first time you’ve heard such a rumour, but this latest time at least explains why Kinect can’t read sign language!
We’ve reached out to Microsoft for comment on the matter, and will update if we hear back.
Background on Jack Kang
Jack Kang, Director, Application Processors at Marvell [LinkedIn profile, excerpted, Feb 1, 2012]
Current
- Director, Application Processors at Marvell Semiconductor, Inc.
Past
- Technical Marketing Manager at Marvell Semiconductor, Inc.
- Logic Design Engineer at Marvell Semiconductor, Inc.
- Design Engineer at Eureka Technology
Education
- University of California, Berkeley
- University of California, Berkeley – Walter A. Haas School of Business
Jack is currently director of Marvell’s Application Processor Business Unit. He has been in the semiconductor business for more than seven years, holding previous positions in design engineering at several leading technology vendors. At Marvell, Mr. Kang manages multiple product lines from design conception to mass market implementation and adoption. These include the industry-leading PXA168, PXA618 and PXA510 processors, which are fueling today’s premier consumer devices.
Additionally, he oversees various market segments, including education, eReaders, gaming, tablets and other connected consumer and embeddeddevices. Most recently, Mr. Kang was responsible for the processor design powering Microsoft’s gaming console, Microsoft Kinect. This gaming console shattered sales records and was named the fastest-selling tech gadget of all time by the Guinness Book of World Records – totaling more than 10 million units since its launch in November, 2010.
[Steve Ballmer, Houston Technology Forum, March 10, 2011: “We shipped those in November. We just announced that we’re over 10 million sold, in what amounts to about two-and-a-half months.”]
Outside of his work at Marvell, Mr. Kang also serves as a technical expert on CPU technology and has more than 11 patents pending in the field of CPU technology. He holds a degree in Electrical Engineering and Computer Science from the University of California, Berkeley, with an emphasis in Computer Architecture.
Jack Kang, Patents and Publications [LinkedIn page, excerpted, Feb 1, 2012]
Jack Kang’s Patents
- United States Patent 7,870,372
- Issued January 11, 2011
Inventors: Jack Kang, Hsi-Cheng Chu, Rich, Yu-Chi Chuang
Method and apparatus for idling and waking threads by a multithread processor
- United States Patent 7,904,703
- Issued March 8, 2011
Inventors: Jack Kang, Rich, Yu-Chi Chuang
MULTI-THREAD PROCESSOR WITH MULTIPLE PROGRAM COUNTERS
- United States Patent 7,941,643
- Issued May 10, 2011
Inventors: Jack Kang, Rich, Yu-Chi Chuang
Methods, apparatuses, and system for facilitating control of multiple instruction threads
- United States Patent 7,757,070
- Issued July 13, 2010
Inventors: Jack Kang, Hsi-Cheng Chu, Rich, Yu-Chi Chuang
Multithread processor with thread based throttling
- United States Patent 7,886,131
- Issued February 8, 2011
Inventors: Jack Kang
Instruction dispatching method and apparatus
- United States Patent 7,904,704
- Issued March 8, 2011
Inventors: Jack Kang, Rich, Yu-Chi Chuang
Methods and apparatus for handling switching among threads within a multithread processor
- United States Patent 8,032,737
- Issued October 4, 2011
Inventors: Jack Kang, Hsi-Cheng Chu
Event-based bandwidth allocation mode switching method and apparatus
- United States Patent 8,046,775
- Issued October 25, 2011
Inventors: Jack Kang, Rich, Yu-Chi Chuang
Jack Kang’s Publications
- Berkeley Innovations
- November 28, 2011
Authors: Jack Kang, Abby Cohn
Marvell’s processors for embedded systems – Discussion of the PXA510 processor and the D2Plug developer kit
Mr. Jack Kang of Marvell discusses the PXA510 ARM V7 based 800 MHz application processor with with 512 Kbytes of level 2 cache and it’s associated developer kit.
From Dewey to Digital [HigherEdTECH, Jan 6, 2011]
No more pencils?! No more books? No more teachers? On-demand digital content, do-it-yourself learning, new generation learning platforms, and new modes of assessment are disrupting traditional textbooks, grading, courses, and degrees. Is technology really a catalyst for change? Let us count the ways.
Moderator:
Kenneth C. Green, Founding Director, The Campus Computing ProjectPanel:
- Sean Devine, Chief Executive Officer, CourseSmart
- Felice Nudelman, Executive Director, Education, The New York Times Company
- William D. Rieders, Executive Vice President of Global New Media, Cengage Learning
- Jack Kang, Director, Application Processor Business Unit, Marvell
Video Records (~10 min each) of the From Dewey to Digital (Jan 6, 2011) panel discussion:
Nokia CEO: salespeople to deliver true WP7 retail experience supported by improved product management, marketing and accelerated global coverage with a full breadth of products
Nokia Quarter 4 results 2011 webcast [Nokia, Jan 26, 2012]:
prepared remarks by Stephen Elop, President & CEO
[02:00] … Lumia …
In Q4 2012 Lumia was introduced to:
- a number of European countries
- Hong Kong, India, Russia, Singapore, Taiwan and South Korea
… [remarks on January US introduction already covered by me in detail: Nokia’s Lumia strategy is capitalizing on platform enhancement opportunities with location-based services, better photographic experience etc. [Jan 12, 2012]]
- China and Latin America in this half
Current situation:
- to date well over 1 million Lumia devices sold
- since mid November from zero markets to 15 markets, from zero devices to well over a million devices, from no presence in the US to being in lead in the AT&T’s LTE launch
From this beachhead you will see us to push forward with the sales, marketing and successive product introductions necessary to be successfull.
Our performance with Lumia on a country by country basis varies. Often [it] is a combination of relative brand strength and retail execution capabilities.
- For example, in the United Kingdom, where competitive ecosystems are firmly entrenched, we have seen mixed retail execution around Lumia devices with a range of results among different locations, different chains, different stores and so on.
- Contrarily in Germany and Spain we have seen steady, weak on weak improvement in Lumia device activations up to the Holiday season followed by a small expected dip in the last week of the year, and then a continued weak on weak growth in January.
…
.. we are in the heart of our transition, which means as we bring the first of our new devices to market there are areas we are learning and areas where we must adjust:
- We are learning more about the variations in our store by store retail execution related to Lumia. Our consumer research indicates and response at CES validates that once a consumers use a Lumia device their responses are positive. Where we’ve secured strong support from the operators we need to increase the engagement of the retail sales associates in the stores, because it is the retail associate who speaks with our consumersand puts the Lumia device in their hands. As a result we are adjusting, we are adjusting our retail tactics by increasing the quantity and quality of our retail associate traning programs, seeding more Lumia devices into the market, and increasing point of sales activities.
- With the continued focus on consumer net promoter scores we are also learning about the areas where consumers are most favorable towards the specific capabilities of Lumia and those areas upon which we need to focus. For example, we’ve received very positive feedback on the elegance of design, ease of use, and absolute performance of the products. On the other hand, consumers initially reported that battery performance needed focus. Thus we immediately adjusted to improve battery performance with software updates which are now in the market. This rapid cycle of consumer learning and Nokia response is a critical part of our improved approach to product management.
- We are learning that awareness of Lumia is steadily growing, assisted by each of the successive product and country launches that continue. As awareness grows we are adjusting the focus of our marketing efforts from an aspirational aspect of a new launch towards an emphasis on a differentiated experiences and capabilitiesof the Lumia products.
- We are learning about the importance of truly breaking through. Thus we are adjusting our plans to increase the rate at which we enter new markets during the course of 2012. We also are increasing the focus of our corporate resources on continued marketing campaigns, and we are working to accelerate the introduction of a full breadth of products.
Overall we’re pursuing this pattern. We’ll take each step up the ladder one running at a time recognizing that the competitive dynamics vary country by country. This underscores the large amount of work immidiately ahead of us to break through as the third ecosystem, to capture the attention of retail sales associates, to convert the increasing awareness around Lumia and the purchase intent, and ultimately to delight our consumers. [09:12]
the essence of the answers to some questions:
on carriers’ motivation:
… motivation on third ecosystem is very strong … consistency on user experience on behalf of Microsoft … it is in our favor but we need earn their respect …
on Lumia sell-through:
… different [retail] experiences and so forth … focus on when and how those [retail] experiences are different … we do see different [retail] experiences and patterns in different countries … some are related to competitive dynamics, brand strengths, retail capabilities and so forth … for example, a lot of those reports tend to focus on UK, which in the context of Europe is the hardest market in terms of breaking through the strength of the competing ecosystems and so forth … you’ll see a lot of ballance in that direction … what’s really interesting is, and this is we’re so much in very early days that you have to really dig into the details … even when you’re in the UK. I was there a couple of days ago, and as you can imagine, I went to store, to store, to store, and asking: tell me about smartphones, what’s new and all that type of thing. You’ll see a great variability of in-store performance in terms of retail experience. .. in certain stores the retail presentation is great, the associates are well trained, everything is right, and of course it correlates very closely with the success that we’re seeing in certain chains of stores, in certain areas and so forth. Very good performance. … In other areas we are not as far along as we need to be. We need better retail execution, associates are not as well prepared, or there are other dynamics that are at play. The reason I tell you about this variability is because, first of all, how people report depend very much on the experience they have, this mix from location to location in some countries. But also as you assess, OK, as we apply more resource, as we make sure that we are very focussed on getting everyone upto the base level, if not the excellent level of retail execution, we can clearly see our way through the work that need to be done in order to deliver the results that we want to continue to deliver. …
on China dynamics:
… The Chinese operators are increasingly, on accellerated basis entering into structures where there’s effectively retail rate plan bundling is going on at the store. The operators are driving very hard for the volume of 3G data subscribers. And this is not necessary an economic measure as it is driving volume on certain networks for certain technologies. I think those targets are probably set more broadly for all of the operators [he could mean: by the state, as all three operators are majority owned by the state]. And the impact of that is that they are discovering that with very low priced devices on certain radio technologies they can drive a lot of volume at those levels. And so we are seeing, for example, a very significant uptake in a number of low-priced devices that are on CDMA, there’s also a very significant focus on the Chinese technology TD-SCDMA, again all of the low levels ought to drive those volumes. My comment in the prepared remarks is that Symbian is not well positioned today against that. We do not have Symbian CDMA products at all, so we are not participating in that part of the market. So as that part of the market grows our addressable market has gone down because of that. In TD-SCDMA we do have some products in that space but not at the price points and configurations that is the real focus of this market. …
… We have not yet announced our specific products for the Chinese market but I will say that when we first announced our launch plans, I think all the way back in October, we did highlight that we would have CDMA based Windows Phone products and TD-SCDMA Windows Phone products. That thing said it is the case that we have work to do to successively drive the prices down further and further and further. That will take a bit of time but this is clearly the pattern you are going to see us on the months ahead. …
[I have a couple of deep and current analysis on that:
– The new, high-volume market in China is ready to define the 2012 smartphone war [Jan 6, 2012]
– China TD-SCDMA and W-CDMA 3G subscribers by the end of 2011: China Mobile lost its original growth momentum [Jan 21, 2012]
– China becoming the lead market for mobile Internet in 2012/13 [Dec 1, 2011]]
on differentiating the Windows Phone:
… the overall user experience is differentiated against Android … good response from the customers on Music service included, location services (Map and Drive) … partnerships: e.g. ESPN … in addition we have to ensure that the retail experience is differentiated … even price, e.g. in US/T-Mobile case already …
[I have a couple of deep and current analysis on that:
– Nokia’s Lumia strategy is capitalizing on platform enhancement opportunities with location-based services, better photographic experience etc. [Jan 12, 2012]
– The precursor of 2012 smartphone war: Nokia Lumia vs. Samsung Omnia W in India [Jan 3, 2012]
– The leading ClearBlack display technology from Nokia [Dec 18, 2011]
– Nokia Lumia (Windows Phone 7) value proposition [Oct 26, 2011]]
on rapid scalability for lower prices of Chinese market:
… a critical consideration for us … work is under way with Microsoft … you will see a stepwise progress in that direction in the periods ahead.
on the mobile phones business:
… feature phones and how that market is perceived is less about the collection of features and what it does and doesn’t do, but it is more about the price span, the opportunity to drive, increase sales in that area, to serve consumers who don’t want to spend the money, or don’t have the money to spend on what we would today consider smartphone and so forth. …
[I have a deep and more current information on that:
– Smarterphone end-to-end software solution for “the next billion” Nokia users [Jan 9, 2012]]
– Nokia Lumia Momentum Map [Nokia Maps Blog, Jan 15, 2012]
If a picture is worth a thousand words, an interactive map is at least worth ten thousand words! To coincide with the launch of Nokia Lumia in USA; we launched the Nokia Lumia Momentum Map – an interactive way to check out the countries where Nokia Lumia smart phones are either available or will be coming soon. You can also check out the tweets, videos and photos from users about the Lumia series.
The content of the Momentum Map as of Jan 15, 2012:
| Country | Lumia 710 | Lumia 800 |
| Germany | Now | Now |
| Netherlands | Now | Now |
| Italy | Now | Now |
| Russia | Now | Now |
| India | Now | Now |
| Hong Kong | Now | Now |
| Taiwan | Now | Now |
| Singapore | Now | Now |
| Spain | Jan 11, 2012 | Now |
| United Kingdom | Feb 1, 2012 | Now |
| USA (+ Lumia 900 “in coming months”) |
Jan 11, 2012 | Coming Soon |
| France | n.a. | Now |
| Austria | Coming Soon | Now |
| Hungary | Jan 20, 2012 | Jan 20, 2012 |
| Greece | Jan 21, 2012 | Jan 20, 2012 |
| Portugal | Feb 2, 2012 | Jan 26, 2012 |
| Switzerland | n.a. | Jan 13, 2012 |
| Denmark | n.a. | Jan 20, 2012 |
| Sweden | n.a. | Jan 23, 2012 |
| Norway | Feb 1, 2012 | Feb 1, 2012 |
| Canada | Feb, 2012 | Feb, 2012 |
| Belgium | Mar 1, 2012 | Feb 1, 2012 |
More information:
– Nokia Q4 2011 net sales EUR 10.0 billion, non-IFRS EPS EUR 0.06 (reported EPS EUR -0.29) Nokia 2011 net sales EUR 38.7 billion, non-IFRS EPS EUR 0.29 (reported EPS EUR -0.31) [Nokia press release, Jan 26, 2012]
– Quarter 4 report tables in xls [Jan 26, 2012]
– Nokia Names Siilasmaa as Chairman to Replace Retiring Ollila – BusinessWeek
… Nokia investors lost more than 60 billion euros ($79 billion) in share value after Apple Inc. leapfrogged it with the iPhone. Siilasmaa will oversee Chief Executive Officer Stephen Elop’s efforts to win customers as Apple and Google Inc. expand into new markets. … An investor in Finnish startups, Siilasmaa may also broker more tie-ups with new companies such as “Angry Birds” maker Rovio Entertainment Ltd.
“I don’t want to leave a fortune to my kids,” Siilasmaa told a panel on startup investment …
– Nordic Chairman of the Year 2009: Speech of thanks by Risto Siilasmaa, F-Secure Oyj. [Feb 18, 2010]
Relative to that media reports are very narrow focused as you could even see from the below entries considered the best among them:
Nokia Posts Huge Loss [The Wall Street Journal, Jan 27, 2011]
…
Gartner analyst Carolina Milanesi said Nokia’s shipments were in line with expectations. ‘Overall, what we have been looking for is an improvement over the third quarter, and we got that. But while it seems Nokia is on track, there is still a lot more to do,’ she said.
…
Nokia CEO taps salesmen to assure Lumia push [SlashGear, Jan 27, 2012]
Over the last year when it came to Windows Phone, we saw a lovely looking user interface fall victim to less than stellar engagement and interest on the part of the public – Stephen Elop this week says that it’s the work of the salesmen, not the manufacturer, to make the final drop of the device into the hands on the consumer. Without a doubt there’s a certain flair to the Lumia line of smartphones being released both here in the USA and abroad this year, but without the folks in the stores actually pointing people to the hands-on equipment, there’s certainly no chance of a big hit in the engagement environment. Elop let the world know in Nokia’s sales call what he expects from store employees in the very near future.
Without that final point-of-sale touch, all else will certainly fail, at least that’s what Nokia’s top minds seem to be saying this week. Though the devices are perfectly legitimate in their build and execution, and the advertisements surrounding them may be lovely, there’s always a third step that must be taken. Elop said thusly this week in Nokia’s sales call:
“We need to increase the engagement of the retail sales associates in the stores, because it is the retail associate who speaks with our consumers and puts the Lumia device in their hands. For example, in the United Kingdom, where competitive ecosystems are firmly entrenched, we have seen mixed retail execution around Lumia devices with a range of results among different locations, different chains, different stores and so on.” – Elop
…
And the comments were mostly supportive of that:
…
Joseph Paradis
1 day ago
I think he has a good point. I had known about WP7 for quite some time before the launch and had already chosen the phone I wanted. The last step for me was going to the store and getting a little hands-on to seal the deal. I had 3 sales reps (from 3 different stores) tell me to check out the Android phones instead (?!). One told me that the Windows OS is no good because its buggy, the other two were just astounded that I was interested in a WP7. I knew way more about the specs of those phones (and a good count of Android phones) than the sales rep. There are a lot of people who I think would like Nokia WP7 phones and other WP7 phones, but kind of go to the store without much knowledge and get carted around by these reps who may have ulterior motives.
…
Stephens_Eloped
1 day ago
I think anyone who is reading a website like SlashGear is the kind of person who probably knows more than the average salesperson in a mobile phone store. Definitely. I’ve had the experience of being “too knowledgeable” myself on many occasion. You stand there listening to false information and you’re either tempted to let it fly, (poor guy didn’t any training) or if they’re douches, you just say, “No, you’re wrong, the N9/L800/L910 isn’t all aluminum, it’s all poly-carbonate, which is a plastic.”
I think salespeople in the States are the worst – they’re so entrenched with Android and iPhone (and also any OEM + WP that ISN’T Nokia), that unless Nokia say, “ok salesteam, here’s a much, much bigger commission for you if you sell a Lumia”, then they haven’t got much chance of changing the mindset of the average American consumer. It’s not a Nokia friendly world here, so they’ve got to up their game. TV ads ain’t nowhere near enough.
…
Clever
22 hours ago
It’s definitely the salespeople who make it hard for WP7 to take off. Phone carriers make their biggest profits from sales of Android handsets and are able to load the Android phones with their bloatware, therefore the sales staff are trained to push these phones over iPhone and WP7 handsets.
Here in Australia our stores are all Android themed and one store in Melbourne has a whole floor called “Android Land”, where phone shoppers can explore and learn all about the Android ecosystem. Now that there are some decent WP7 handsets coming out, I think Microsoft really needs to do three things to get their OS to take off:1 – Get some handsets out to carriers and stores. Only 1 carrier out of 4 in Australia even sells WP7 devices and they are outdated and you’d be lucky to even find them on display in stores. I think a lot of people would like to by a Nokia N900 but if it takes another 12 months before they even hit our shelves I’m sure we will have lost interest.
2 – Work with carriers to not only sell WP7 devices but to actually push them. Make the devices resonably priced and give carriers incentives in the way of good subsidies to entice them to get their staff to actually push WP7 devices.
3 – Market WP7 so people actually know it exists and know to look for it when they do walk into a phone store. Apart from us tech heads I would bet that half of the population doesn’t even know that WP7 exists. People who don’t know about something are a lot less likely to purchase it. Where are the TV ads telling us why we should be buying a WP7 device?
Dumb salesmen are hurting us – Nokia CEO [The Register, Jan 27, 2012]
Incentivising the McJobs
Analysis Stephen Elop got a pretty indulgent reception from analysts, and most of the press yesterday, after delivering some shocking results. Nokia turned a profit of €2bn into a loss of €1bn in the new boss’s first full year; volumes are down by 29 per cent; sales of the new Windows phone are unremarkable (to put it generously); and Elop has scrapped guidance for the rest of the year. [Summary] News like this would normally have analysts reaching for the panic button – but not today. Why would this be?
Well, obviously, much can be explained by the appreciation that Nokia is in rapid transition – it isn’t even a full year since the Elopcalypse. Elop got the bad news out of the way in his (still) remarkable Burning Platforms memo. But it’s also because he was quite unexpectedly frank and forthcoming about why Nokia isn’t making more headway with its shiny new platform – the one that isn’t burning. Elop explained that Nokia has a very stiff learning curve ahead of it in consumer retail. He also said that sales staff in the channel weren’t helping. He even detailed this country-by-country. I’m surprised more Nokia-watchers haven’t remarked on this – or why Elop dwelled on retail in such detail.
Nokia staff should be glad he did, because of a forlorn sight I saw last November. Just as the Christmas shopping season was getting underway on London’s Oxford Street, I saw a quite ominous sight. The flagship West End Carphone Warehouse store, next to John Lewis, had large posters in the window announcing the arrival of the Lumia 800. There were two live Lumia 800s available for curious punters to play with – of around half a dozen such working retail models from rivals. Except they weren’t live. They were completely dead. And although Nokia had secured the prime corner spot for its devices, it may as well have hidden them on some remote industrial wasteland. The shop was very busy, but nobody came and asked if they could see the Lumia working.
If Nokia is to claw its way back into contention, this won’t do. Getting one million Lumias stocked really isn’t a terrific achievement considering that the six largest European markets had the 800, and some pretty significant Asian markets had the 710. The needle hasn’t moved.
“There are areas where we are learning and areas where we must adjust. First, we are learning more about the variations in our store-by-store retail execution related to Lumia,” said Elop yesterday.
He then re-emphasised how important it was to show people the Windows UI, and suggested that quality of the sales droids was very variable:
“We need to increase the engagement of the retail sales associates in the stores, because it is the retail associate who speaks with our consumers and puts the Lumia device in their hands,” he added, correctly. And he singled out some of the domestic channel here, suggesting he hadn’t been impressed by what he saw:
“For example, in the United Kingdom, where competitive ecosystems are firmly entrenched, we have seen mixed retail execution around Lumia devices with a range of results among different locations, different chains, different stores and so on.”
I know several first-time smartphone buyers and Windows Phone wasn’t even on the radar. People don’t know it exists. In the UK, Android gained an early and enthusiastic foothold, which two years on translates into a mature and knowledgeable market. The Samsung Galaxy SII was the best-selling phonein the UK at Christmas, by some distance. For the average punter a buying decision begins with a binary choice between Apple and BlackBerry, and if it’s a touchscreen then it’s between the iPhone and “one of the other lot”. The other lot is Android. Sales staff in stores like Carphone aren’t uniquely thick – they’re like all savvy retail staff – they want their commission, and they know there’s a huge appetite for Android out there.
It’s a sign of how things have changed. Nokia can no longer play hardball with its channel partners – today, it really needs their help. Windows has made no impression on the market and gaining people’s attention – which includes aligning the incentives of the channel – is going to be much more expensive than analysts realise.
I’m onto my second Lumia, and I like the UI very much indeed. But I still haven’t seen a civilian – someone who isn’t an analyst, journalist or Nokia industry partner – carrying a Lumia in the wild. Have you?
Qualcomm added a superior to its mirasol, but also MEMS display technology for its upcoming US$1B fab–UPDATE: Plans on Hold–UPDATE2: Sharp is involved
Suggested preliminary reading: Qualcomm mirasol display technology delivered [Nov 22, 2011]
Updates: Capital Alliance with Qualcomm, Inc. and Display Technology Development Agreement with its Subsidiary Pixtronix, Inc. [Sharp press release, Dec 4, 2012]
Sharp Corporation (hereafter “Sharp”) today announced that the Company has reached an agreement with Pixtronix Inc. (hereafter Pixtronix), asubsidiary of Qualcomm Incorporated (hereafter “Qualcomm”, NASDAQ: QCOM), concerning the development of Pixtronix’s MEMS*1 displays. In addition, Sharp signed the capital alliance agreement and will issue new shares by a third party allotment (hereafter “This Third Party Allotment”) with Qualcomm Incorporated, a world leader in 3G, 4G and next-generation wireless technologies, as the allottee.
MEMS display to be developed jointly by the two companies is a display using ultrafine process technology and existing display manufacturing infrastructure with features including high color reproducibility and low-power consumption. The development for commercialization of MEMS display will be achieved by integrating Sharp’s core display technology, IGZO*2 and MEMS display technology of Pixtronix.
In addition, Sharp is planning to accept up to 9.9 billion yen*3 from Qualcomm in equity investment to pursue this joint development. This capital will be used for the development of MEMS display and necessary capital investments related thereto targeting for the achievement of the technology for commercialization.
With this agreement, the two companies will consider the possibility of further collaboration of chipsets by Qualcomm Technologies, Inc., a wholly-owned subsidiary of Qualcomm Incorporated and IGZO-based display technology for lower power consumption and higher performance of mobile terminals.
With this agreement, Sharp will accelerate its strategy for growth in small- to medium- sized LCD business with IGZO-based display technology as its core, and expand its revenue and corporate value.
*1 MEMS: Micro Electro Mechanical Systems
*2 IGZO: IGZO (InGaZnO) is an oxide comprising indium (In), gallium (Ga), and zinc (Zn). A thin-film transistor using this material has been developed by Sharp in collaboration with Semiconductor Energy Laboratory Co., Ltd. (a company based in Kanagawa, Japan, and led by President Shunpei Yamazaki)
*3 Equivalent to 120 million U.S. dollars calculated by exchange rate of December 3, 2012
Summary of the joint development and capital alliance
1. Development for the Commercialization of Next Generation Display
- The next generation display will be jointly developed integrating Sharp’s IGZO-based display technology and Pixtronix’s MEMS display technology. The joint development will establish facilities in the LCD panel plant in Sharp Yonago Corporation (location: Yonago city, Tottori prefecture, Japan) for development of the technology for commercialization.
- The development for next generation displays and necessary investment will begin immediately. At the point when the development of the technology for commercialization is confirmed to be feasible, we will move to the next stage by implementation of equipment targeting to achieve mass production technology.
2. This Third Party Allotment
Sharp will issue new shares by third party allotment with Qualcomm as the allottee by each stage of joint development of the technology for commercialization. The second stage is contingent upon achieving certain milestones.<Notice Regarding the Execution of Capital/Business Alliance Agreement with Qualcomm (US Company) for the Joint Development of Next Generation MEMS Display and the Issue of New Shares by Third Party Allotment (PDF:83KB)>
http://sharp-world.com/corporate/ir/topics/pdf/121204.pdf
(Related post: Sharp-er Hon Hai / Foxconn [March 31, 2012])
Q&A: Qualcomm’s Display Ambitions [The Wall Street Journal, 10, Dec, 2012]
The Wall Street Journal spoke with Qualcomm’s Chief Marketing Officer Anand Chandrasekher and John Stefanac, president of Qualcomm’s Southeast Asia and Pacific operations, to get an update on the company’s efforts in expanding into the display business. The following interview has been edited.
WSJ: Tell us the rationale behind investing in Sharp. How can this investment help Qualcomm make further inroads into displays?
Mr. Chandrasekher: Our unit, Pixtronix Inc., has had a joint relationship with Sharp from a development standpoint and we are just intensifying this further. Sharp has had a history of great display technologies and they still have a great portfolio. This agreement is a deepening of that relationship. In the process, we are taking an equity investment of up to $120 million broken up into two tranches of roughly equal sizes. The first tranche will happen by the end of this year and the second tranche will probably close in the second quarter of next year.
WSJ: Qualcomm announced in 2010 that it was investing in Mirasol displays by setting up a manufacturing plant in Taiwan. Are you producing these displays at the factory now?
Mr. Chandrasekher: We still have the fab in Taiwan and we are still investing in Mirasol. But it’s fair to say that we have reduced the rate at which we invest in Mirasol. Some of these technologies, if you don’t manufacture in reasonable scale, you don’t learn and you can’t prove it. So the plant is still being used in that regard. Whether it goes further, we’re not ready to talk about that. We are talking about using Mirasol as more of a licensing enabler, if you will.
WSJ: How would Mirasol be different from the MEMS (micro-electro-mechanical systems) displays using Sharp’s IGZO (indium gallium zinc oxide) technology?
Mr. Chandrasekher: They are both MEMS-based technology. Mirasol has different characteristics and they are complementary. But they would have other applications and how they would get used in products. The Taiwan plant is being used as a pilot facility to help us to prove out the Mirasol technology. Under the partnership, we would assume Sharp will make the displays.
WSJ: Would you consider discontinuing Mirasol production?
Mr. Stefanac: We certainly aren’t stopping our investment in Mirasol. We will continue the intellectual property that we will license to others.
Reflective OutLook: Shades of Gray or Colorful? [Touch and Display-Enhancement Issue of Information Display, Sept 21, 2012]
The summer of 2012 was an eventful one for the reflective, low-power industry. Two major players made announcements that may be difficult to interpret right now, but certainly indicate changes ahead. In July, Qualcomm, maker of the mirasol low-power MEMS (micro-electro-mechanical systems) reflective technology, announced that it would begin licensing that technology. And in August, E Ink Holdings, which makes the E Ink on which the majority of e-Readers are built, announced that it planned to acquire Sipix Technology, Inc., a developer of microcup technology-based electrophoretic displays.
For some time, mirasol has been considered a possible contender to E Ink’s ubiquitous electrophoretic technology. One of the main reasons that Qualcomm’s announcement came as a surprise was that the chipset maker has been vigorously researching, developing, and promoting mirasol for several years, and is currently building a mirasol display factory in Taiwan. A quick survey of technology bloggers shows the general consensus is that Qualcomm may be going in a different direction with mirasol, which began appearing in e-Readers in 2011. Mirasol can show color and video, but somewhat like color EPD to date, the color is not bright and crisp, but muted.
So what’s going on with mirasol? According to an article by The Verge’s Adi Robinson, who notes that Qualcomm CEO Paul Jacobs spoke of licensing next-gen mirasol display technology and directly commercializing certain mirasol products: “This doesn’t necessarily mean the mirasol line will be discontinued, but it’s clearly being scaled back, and it’s possible that this is effectively the end for Qualcomm’s own production.” At press time, Qualcomm representatives said they were not commenting on the announcement or plans for the factory in Taiwan.
…
QUALCOMM Incorporated Management Discusses Q3 2012 Results – Earnings Call Transcript [Seeking Alpha, July 18, 2012]
Paul E. Jacobs – Chairman and Chief Executive Officer:
With respect to QMT, we’re now focusing on licensing our next-generation mirasol display technology and will directly commercialize only certain mirasol products. We believe that this strategy will better align our updated roadmap with the addressable opportunities.
I just wanted to say also we’re obviously investing a lot in QMT. We’re looking at the opportunities to — on that business model to reduce some of the expenses that we have there. And so that could have a pretty significant impact as well [on OpEx].
Updated: Qualcomm: No Launch Date in Sight For New 4.3″ Screen (video), Factory Delayed Until 2013 [The Digital Reader, June 6, 2012]
Do you know that new factory which Qualcomm is building in Taiwan, the one which was going to produce Mirasol screens and was supposed to be up and running by now? Yeah, that one. I was told yesterday by Bruce Lidl [PR manager of QMT] that the factory is not due to start operation until sometime in 2013, and that means we won’t see consumer products using screens made there until late in 2013 at best.
Right now Qualcomm is making the Mirasol screens on a smaller production line, and from what I’ve heard it doesn’t have the capacity to make enough screens for a major partner. The last info I got from my source at Pocketbook, Qualcomm’s still unconfirmed European partner, was that Pocketbook’s Mirasol based device was on hold because they couldn’t get enough screens.
Kyobo Mirasol eReader Now on Clearance – 71% Off [The Digital Reader, July 6, 2012]
Kyobo Book Centre, South Korea’s leading bookseller, has recently put their Mirasol eReader on sale at a drastic discount. I’m still waiting for confirmation from Kyobo or Qualcomm, but it looks to me like this ereader is on the way out. That’s great; neither the software nor the screen techwere worth the original retail, which was more than $300 USD.
The price posted above is 99,000 won, or about $87 USD. That’s a considerable discount off the original 350,000 won, and it leaves little doubt that this ereader is headed for the scrapheap.
End of updates
Qualcomm buys MEMS display startup, reportedly for $175M [EE Times, Jan 25, 2012]
Communications technology company Qualcomm Inc. has bought fabless MEMS display startup Pixtronix Inc. Qualcomm (San Diego, Calif.) confirmed the purchase but did not give any details and declined to discuss the price. However, reportedly, Qualcomm has paid between $175 million and $200 million.
Pixtronix (Andover, Mass.) was founded in 2005 by Nesbitt Hagood, chief technology officer. The company has developed a low-cost display technology based on the use of MEMS shutters that it appears would make a useful complement – or better alternative – to Qualcomm’s own MEMS-based Mirasol display technology.
The Pixtronix display – called PerfectLight – is based on a MEMS-based digital micro shutter that modulates light from an RGB LED backlight. A high switching speed makes it suitable for applications ranging from full-speed video to e-reader operation and Pixtronix claimed that the display offered greater than 170 degree viewing angles, more than 3,000:1 contrast ratio and 24-bit color depth at one quarter of the power consumption of equivalent size and resolution liquid crystal displays.
The display is not in the market place yet but Pixtronix had developed a 5-inch diagonal display prototype with Chimei Innolux Corp. (CMI), a leading TFT-LCD manufacturer. Pixtronix was also developing a display for Hitachi.
Meanwhile, at about the same time Qualcomm was acquiring Pixtronix, Qualcomm subsidiary Qualcomm MEMS Technologies Inc. announced that a 5.7-inch Mirasol MEMS display technology is used in the Kyobe e-reader. Qualcomm acquired the Mirasol technology when it paid approximately $170 million in cash for the 86 percent of Iridigm Display Corp. that it did not already own.
The Mirasol display is reflective, which means it can save power by making use of ambient light and not requiring a backlight. However, it also means that the display is less bright and visually appealing than an emissive display.
Since its formation Pixtronix had raised more than $53 million in funding from such investors as Atlas Ventures, Kleiner Perkins Caufield & Byers, DAG Ventures and GoldHill Capital. It had about 50 employees and continues to operate as a subsidiary of Qualcomm at present.
Qualcomm acquires Pixtronix, Andover company developing tech for low-power displays [The Bioston Globe, Scott Kirsner, Dec 1, 2011]
San Diego-based Qualcomm, a major developer and licensor of mobile technology, quietly scooped up Pixtronix last week. The Andover company, founded in 2005, has been working on multimedia display screens for phones, tablets, and laptops that would use just one-quarter of the power of today’s liquid crystal displays. With today’s mobile devices, the display is typically the component that uses the most power.
Pixtronix and Qualcomm had been pursuing different approaches to low-power displays, according to this 2009 New York Times piece, but both incorporated MEMS (microelectro-mechanical system) technology; in Pixtronix’s case, thousands of tiny shutters control the light emitted by LED bulbs.
Pixtronix had raised just north of $50 million in funding from investors like Atlas Venture of Cambridge and Silicon Valley based Kleiner Perkins. Neither Qualcomm nor Pixtronix would comment on the acquisition price, but sources close to the deal tell me it was in the neighborhood of $175 million to $200 million.
Pixtronix has 45 employees, and Mark Halfman, the company’s senior director of business development, says they’ll remain in Andover. “We’ll continue to focus on developing and licensing our technology,” Halfman says. The company’s technology isn’t yet in the market, Halfman says, but the company has announced joint development projects with companies like Hitachi Displays and Taiwan-based CMI. Halfman says that Pixtronix CEO Tony Zona plans to stick around. (One year is always a safe bet…)
Pixtronix CEO Anthony Zona touts low-energy display tech [Boston Business Journal, Sept 2, 2011]
… How does this technology differ from LCD?
It’s digital. So we’re moving from analog display, which is LCD, is to a digital display. … Because it’s digital, it can adapt to application needs. So in an e-reader type application it can consume extremely low power, or almost no power. That same display on the fly can change to accommodate full-motion, high-speed video.
This could have implications for the batteries of mobile devices?
You can get at least four times the current battery life — you’ll get days of use, just because the display is different. Right now the display on most smart phones consumes more than half the battery life. …
Mobile display firm Pixtronix seeking $20M round [Boston Business Journal, Aug 19, 2011]
… Pixtronix is already working with Hitachi, Samsung and Chimei Innolux, which are licensing the company’s PerfectLight Display technology for planned mobile products. The first products from the customers could include smart phones and tablets, and are expected in early 2013, Zona said.
The fourth partner for Pixtronix will also be an Asian electronics maker, and is expected to announce the partnership in the fourth quarter of this year, Zona said. “We had planned on having three partners at this point in time, and actually are adding a fourth sooner than we expected,” he said. …
Pixtronix closes $19 million equity round [Boston Business Journal, Dec 29, 2009]
… and may have brought in a major cell phone maker as a new strategic investor … The company did not disclose the names of the recent round’s investors. However … disclosed the names of four board members. … Two of those directors … represent returning investors Atlas Venture and Kleiner Perkins Caulfield Beyers … A third, Gerald Fine, is a Boston University professor who holds an advisory position on the board.
Besides Atlas and Kleiner, its investors include Duff Ackerman & Goodrich Ventures, and Gold Hill Capital.
The fourth board member is Bill Byun, a new addition to Pixtronix’ board. The documents do not identify Byun beyond his name — but Bill Byun is also the name of a California-based managing director at Samsung Venture Capital, the venture investing arm of Korean mobile phone maker Samsung Electronics Co. Ltd.
…
New displays for e-readers – Read all about it [The Economist, Technology Quarterly: Q4 2009, Dec 10, 2009]]
… Another micro-electro-mechanical display comes from a start-up called Pixtronix. Instead of reflecting ambient light, its PerfectLight technology uses tiny shutters that open and close quickly to allow through light from a backlight composed of red, blue and green light-emitting diodes. LCD displays also use shutters, in effect, consisting of liquid-crystal elements whose polarisation can be changed to block light or let it pass. The trouble is that liquid-crystal shutters absorb over 90% of the light passing through them, even when they are open. PerfectLight’s technology allows as much as 60% of the light through. And its shutters can switch fast enough (up to 1,000 times per second) for video.
…
Pixtronix micro-shutter MEMS display consumes much less power [Jan 1, 2011]
Compared to conventional thin-film-transistor liquid-crystal (TFT LCD) or active-matrix organic light-emitting diode (AMOLED) displays, a new digital micro-shutter (DMS) display from Pixtronix (Andover, MA) consumes one-quarter of the power while delivering equivalent image quality.
Using standard TFT LCD manufacturing equipment, processes, and materials, a microelectromechanical systems (MEMS) shutter is built on top of an active backplane and a simple aperture plate replaces the color filter.
Essentially, the DMS technology is made of four key elements: a digital micro-shutter (laterally translating) element at the heart of each pixel that uses a patented zipping actuator; the use of field-sequential color with color-change frequencies greater than 1 kHz to avoid flicker or color breakup; an optical architecture with a light-recycling LED backlight that allows an 11.5% aperture-ratio display to transmit 60% of the light to the viewer (10 times the output of liquid-crystal displays); and a digital-backplane circuit. Pixtronix has announced partnerships with both Hitachi Displays (Japan) and Chimei Innolux (Taiwan) and has developed 2.5 in. QVGA display prototypes that can run 60 Hz videos, achieve a 135% NTSC color gamut, have a 170° viewing angle and 24 bit color, and consume less than 50 mW of backlight power.
Pixtronix and Hitachi Displays Announce Successful Joint Development [Pixtronix press release, Oct 4, 2010]
Displays built based upon Pixtronix PerfectLight MEMS display technology to be demonstrated at CEATEC
Pixtronix, Inc., an innovator in the development and licensing of low power multimedia display technologies, today announced the successful joint development with Hitachi Displays, Ltd. of its PerfectLight low power MEMS display technology for mobile multimedia applications. The two companies recently completed the development of prototype displays, which leverage the Pixtronix proprietary technology and were built by Hitachi Displays. These displays will be demonstrated by Hitachi Displays at CEATEC Japan, the cutting edge IT and electronics exhibition, October 5-9, Makuhari Messe, Tokyo, Japan.
“We are pleased to have jointly developed displays with Hitachi Displays that directly address the needs of high growth markets ranging from next generation smart phones to tablets,” said Tony Zona, CEO of Pixtronix. “Our rapid progress in delivering full speed video, ultra-low power displays built utilizing existing LCD manufacturing infrastructure demonstrates the key strengths of our PerfectLight display platform.”
About the Pixtronix PerfectLight Display Technology
The PerfectLight display is an innovative low-power multimedia display for portable devices, achieving 135% NTSC color gamut, 24-bit color depth, 170-degree viewing angles, and 100 microsecond shutter response times; all with a 75% power reduction over LCD displays. In addition, this new class of display offers Application Agility to dynamically optimize image quality and power consumption for all applications, ranging from full speed video to e-reader operation in a single device. The PerfectLight display is based upon Pixtronix’s Digital Micro Shutter MEMS technology, which is built within LCD infrastructure and eliminates liquid crystals, polarizers and color filters to enable a highly efficient, programmable, and durable display.About Hitachi Displays, Ltd.
On October 1, 2002, the Display Group of Hitachi, Ltd. split from its parent company to form Hitachi Displays, Ltd. With a head office in Tokyo, Japan, Hitachi Displays specializes in all stages of the production of display devices, from planning to development, design, manufacturing and sales.About Pixtronix, Inc.
Headquartered in Andover, Massachusetts and led by experts in the fields of displays, optics and MEMS, the Pixtronix mission is to develop, license and market the perfect display for today’s multimedia lifestyle. The company’s PerfectLight displays combine the best image quality at the lowest power consumption for all applications and are designed to scale from mobile devices to desktop displays through HD televisions. Pixtronix’s investors include Atlas Venture, Kleiner Perkins Caulfield & Byers, and DAG Ventures. For more information, visit www.pixtronix.com.
Hitachi MEMS Shutter Display: DigInfo [Diginfonews Technology from Japan, Oct 24, 2010]
Qualcomm Acquires Pixtronix [Display Daily, Dec 7, 2011]
Qualcomm has recently acquired Pixtronix, the Boston area-designer of a MEMS-based flat panel display for low-power mobile applications. This makes the second MEMS-based display company Qualcomm has acquired. In 2004 it bought Iridigm Display Corporation’s IMod technology, now called Mirasol.
This seems to have been a stealth acquisition and neither company has issued a press release on the transaction, so details are not certain yet. I guess it is no surprise Jignesh Gandhi, Director of Product Engineering at Pixtronix, did not discuss the pending acquisition when he talked to the SID on November 10th. Instead, he talked about Pixtronix technology and the company’s three licensees, Hitachi, Samsung and Chimei Innolux (CMI). While these companies have all demonstrated the technology, none are expected to have a product on the market for at least a year.
The news appears to have been revealed in a December 1st article by Boston Globe Columnist Scott Kirsner. The price is reportedly in the $175M – $200M range, although that hasn’t been confirmed. To date, Pixtronix has been financed by venture capital, with investments from Kleiner Perkins Caufield & Byers, Atlas Venture and Samsung Ventures, to the tune of about $50M. Before the acquisition, Pixtronix had been looking at another round of VC funding of about $20M. I guess those plans have been dropped.
Qualcomm is spending about $1B to construct a display manufacturing factory, which is expected to begin production next year. While this production line was, presumably, originally intended for the Mirasol technology, it should be able to manufacture the Pixtronix display as well. Gandhi had said the Pixtronix display could be made on normal direct view LCD fabs, as can the Mirasol display. So presumably if both the Mirasol and Pixtronix technologies fail to take off (not likely, in Insight Media’s opinion) the company can use the new fab to make conventional LCD for mobile applications.
Qualcomm: The Rest of the Story [Display Daily, Dec 8, 2011]
Yesterday in Display Daily my colleague Matt Brennesholtz discussed the acquisition of Pixtronix by Qualcomm. He asked why a chip-maker would want even one (much less two) MEMS display technologies and insightfully speculated, “Perhaps Qualcomm wants to be able to offer its customers vertically integrated solutions for handsets and other mobile devices.”
Here’s the rest of the story, or at least another piece of it. In late November, the Kyobo Book Centre of Korea (the country’s largest bookseller) announced the Kyobo eReader (photo), the first eReader to use Qualcomm’s mirasol color reflective MEMS display. The display appears to be the same 5.7-inch, XGA (1024 x 768) display Qualcomm MEMS Technologies (QMT) has been showing us for the last couple of years. The MSRP is the equivalent of slightly over US$300, which is solidly in tablet, not simple eReader, territory.
The Kyobo device uses a customized version of Android 2.3 and supports WiFi 802.11b/g/n. But here’s where things get interesting (and why I think Matt was so insightful yesterday). The Kyobo’s smarts come from a Qualcomm 1.0-GHz Snapdragon S2 processor. Between the mirasol display and the Snapdragon processor, Qualcomm can indeed offer the key components of a color eReader kit.
Qualcomm is still making its mirasol displays on a pilot line, so it can only support low-volume customers. Kyobo was identified as falling into that category. A high-volume plant is under construction and scheduled to ramp up in 2012.
At SID 2011, I told Qualcomm Marketing Manager Jesse Burke that the very long gestation period between the demonstration of a credible Mirasol display and the first commercial adoption was creating doubts about the technology. This was obviously not the first time Burke had to answer that question, and he had a well-prepared answer. First, he said, Qualcomm had some design wins, but before the customers could go into production, two things happened. The first was the introduction of the original iPad; the second was the continuing Great Recession. Both caused serious reconsideration of new-product introductions. In particular, many products that seemed cutting-edge before the introduction of the iPad, seemed immediately out of date afterwards.
Second, because Qualcomm only had a pilot line facility for the mirasol, the company was limited in the kind of customers it could pitch in the short term. To Burke’s credit, he told me to expect a low-volume product to appear before the end of 2011, and high-volume products to appear in 2012. With the Kyobo eReader, the first half of his prediction has come true.
Along with Matt, I don’t pretend to know how things will play out with Pixtronic and Mirasol under one roof. But I will express an opinion about relative technical merit. The Mirasol technology is devilishly clever, but it has shortcomings (such as an insufficiently saturated red that appears to be an unavoidable feature of the technology). In general, these shortcomings didn’t look all that serious two or three years ago, when the only competition was an electrophoretic technology with slow switching speed without practical color, and Mirasol’s strengths were compelling. But time moves on. To me, Pixtronix now seems to be the more compelling (and probably the more manufacturable) technology. It will be interesting to find out what Qualcomm thinks.
Really Truly New Stuff at SID 2011 [Display Daily, May 19, 2011]
… In the Samsung booth, you could see electro-wetting prototypes. Samsung bought the company that was formerly Liquavista … Next to what I still can’t help calling the Liquavista displays, were two impressive Pentile displays developed through the remarkably productive relationship between Samsung and Nouvoyance. … The other display is hard to explain briefly. Nouvoyance’s Candice Brown Elliott tried, … The result is a FSC display with no color break-up, a 130% color gamut, and sharply reduced power consumption.
Nearby was a 10.1-inch MEMS display based on Pixtronix technology. (10.1-inch is a popular size this year.) Both Samsung and Pixtronix personnel said the roadmap calls for a commercial eReader/tablet display in 2013. Hitachi is also working with the technology. Mark Halfman of Pixtronix said Hitachi is working on a cell-phone version, hopefully for late 2012 introduction.
Samsung was also showing a prototype 70-inch ultra-definition (3840×2160) 2D/3D panel oxide TFT backplane technology. …
Pixtronix Announces a Partner [Display Daily, Nov 10, 2010]
Every year at about this time, Mark Halfman emails me to arrange a meeting at Flat Panel Display International (FPDI) in Japan and, incidentally, make sure that Pixtronix hasn’t fallen off my radar screen.
The problem is that it takes so long to develop even the most interesting new display technologies that a professional display watcher can get jaded before a technology he is tracking reaches commercialization. A diligent marketing guy like Halfman makes sure that analysts don’t forget and move on to something else.
Last year, Pixtronix showed convincing technology demonstrators at FPDI. Halfman told me then that the company had “engaged” — a wonderfully ambiguous word — with several panel makers, couldn’t reveal their identities, but hoped to have an announcement before the next FPDI; that is, the one taking place this week.
Halfman was as good as his word. On Monday, his company issued a press release announcing that Chimei Innolux (CMI) and Pixtronix had recently completed the development of prototype displays that utilize Pixtronix’ proprietary technology and were built by CMI. The displays will be demonstrated at FPDI.
“With CMI, we have achieved rapid progress in delivering prototypes that demonstrate both full-speed full-color video and ultra-low power consumption. We look forward to continued joint development with CMI, and the availability of larger displays next year,” said Pixtronix CEO Tony Zona.
Unlike some other novel display technologies, the Pixtronix display, which the company calls PerfectLight, genuinely has something to offer, especially for portable devices. An easy way to think of PerfectLight is as a field-sequential-color (FSC) LCD in which the LCD sandwich is replaced with an in-plane MEMS shutter. Like an LCD, PerfectLight makes use of a “Venetian blind” architecture to control the amount of light from the backlight that reaches the viewer. Unlike an LCD, it has no polarizers and (because of the FSC) no matrix color filter. As a result, says Halfman, 60% of the light from the backlight reaches the user, compared with 6% to 8% for LCDs. This contributes to a 75% power reduction compared to LCDs.
Also, the MEMS shutter is fast: 100 microseconds, compared to milliseconds for an LCD.
Pixtronix claims a 135% NTSC color gamut, 24-bit color depth, and 170-degree viewing angle.
In addition, many display parameters can be adjusted to balance display quality and power consumption for different applications. For instance, full-speed color is appropriate for video, while slower-speed black-and-white is fine for e-reading, while using considerably less power.
Now that Pixtronix has a manufacturing partner with deep pockets, it will be interesting to see how long it takes to develop panels that are available to system makers in quantity — and that system makers will want to buy. That, as always, is the test.
Pixtronix and Chimei Innolux to Demonstrate Latest MEMS Displays at FPD International 2011 [Pixtronix press release, Oct 25, 2011]
Pixtronix, Inc., an innovator in the development and licensing of low power multimedia display technologies, and Chimei Innolux Corp. (CMI), a leading worldwide TFT-LCD manufacturer, today announced the successful joint development of 5-inch diagonal MEMS display prototypes. These displays, which utilize the Pixtronix proprietary MEMS technology and were built by CMI, will be demonstrated at FPD International 2011, the comprehensive exhibition and convention on Flat Panel Displays, October 26-28 in Yokohama, Japan.
The two companies previously announced jointly developed 2.5-inch diagonal prototypes at FPD International 2010. Since then, Pixtronix and CMI have worked together to build a MEMS display twice that size and four times the resolution. The new 5-inch diagonal displays offer the lowest power consumption at the best image quality for all applications, achieving over 135% NTSC color gamut, greater than 170 degree view angles, more than 3,000:1 contrast ratio and 24-bit color depth, all at a 75% average power reduction versus LCD displays. These new MEMS displays will be demonstrated by both Pixtronix and CMI (Pixtronix booth 3502 and CMI booth 3602).
“We are extremely pleased in the progress we have achieved with CMI, as the 5-inch diagonal prototypes represent a leap forward in bringing Pixtronix technology to the smart phone and tablet markets,” said Tony Zona, CEO of Pixtronix. “We look forward to continued development with CMI as we improve the performance and scale of these displays on the way to commercialization.”
“MEMS display technology is a new technology bringing additional consumer benefits to the multimedia markets and in the collaboration between CMI and Pixtronix a large step is set to industrialize this technology,” said Andre Krebbers Vice-President Mobile Device BU of CMI.
About the Pixtronix PerfectLight Display Technology
The PerfectLight display is an innovative low-power multimedia display for portable devices, achieving over 135% NTSC color gamut, 24-bit color depth, and 100 microsecond shutter response times; all with a 75% power reduction versus LCD displays. In addition, this new class of display offers Application Agility to dynamically optimize image quality and power consumption for all applications, ranging from full speed video to e-reader operation in a single device. The PerfectLight display is based upon Pixtronix’s Digital Micro Shutter MEMS technology, which is built within standard LCD infrastructure and eliminates liquid crystals, polarizers and color filters to enable a highly efficient, programmable display with proven MEMS reliability.About Chimei Innolux Corp.
CMI is one of the leading worldwide manufacturers of TFT-LCD display products, including TFT-LCD panels, and total solutions for LCD TV and monitor systems. Its one-stop shopping business model vertically integrates TFT-LCD panel manufacturing expertise with systems assembly capabilities. More information about CMI is available at www.chimei-innolux.com.About Pixtronix, Inc.
Headquartered in Andover, Massachusetts and led by experts in the fields of displays, optics and MEMS, the Pixtronix mission is to develop, license and market the perfect display for today’s multimedia lifestyle. The company’s PerfectLight displays combine the best image quality at the lowest power consumption for all applications and are designed to scale from mobile devices to desktop displays through HD televisions. Pixtronix’s investors include Atlas Venture, Kleiner Perkins Caulfield & Byers, and Samsung Venture Investment Corporation. For more information, visit www.pixtronix.com.
PerfectLight and mirasol Show Displays in New Light [Jan 4, 2009]
There are two new energy efficient display technologies on the tech horizon – Pixtronix’s PerfectLight and Qualcomm’s mirasol that shine a new light on display technology.
Pixtronix PerfectLight has an energy efficient prototype that uses thousands of very little LED lights controlled by microelectro-mechanical system (MEMS). PerfectLight uses one-fourth the energy of a an Liquid Crystal Display. PerfectLight prototypes consumed less than 50 milliwatts for the backlighting of a smartphone display while a LCD uses about 200 milliwatts.
The image is created with thousands of digitally controlled, MEMS, shutters that open and close over each pixel opening, allowing light from the red, green and blue LEDs to pass through.
Qualcomm’s technology uses natural light and MEMs in mirasol.The light for the pixels is provided by ambient light. To create an image, reflective optical structures in the MEMS (which they call IMOD), selectively reflect red, green or blue light to create an image.
The Interferometric Modulator (IMOD) element is a simple MEMS(micro-electro-mechanical system) device that is composed of two conductive plates. One is a thin film stack on a glass substrate, the other is a reflective membrane suspended over the substrate. There is a gap between the two that is filled with air.
The IMOD element has two stable states. When no voltage is applied, the plates are separated, and light hitting the substrate is reflected as shown above. When a small voltage is applied, the plates are pulled together by electrostatic attraction and the light is absorbed, turning the element black. This is the fundamental building block from which Qualcomm mirasol displays are made.
LCD 2.0 – Pixtronix’s PerfectLight DMS Display Technology [June 27, 2009]
Pixtronix has finished development of its new MEMS based PerfectLight DMS (Digital Micro Shutter) display technology.The display, demonstrated at this months SID Display Week 2009, delivers exactly what both consumers and manufacturers are looking for; significant energy savings (75 percent) without compromising video quality.
Pixtronix was established in 2005 and is led by experts in the fields of displays, optics and MEMS (Micro-electromechanical systems). Having completed development of a PerfectLight DMS display prototype, the company is now searching for manufacturing partners. While initially targeting smaller display sizes for portable multimedia devices, Pixtronix can scale the display sizes to suit large screen products such as HDTVs.
Pixtronix’s PerfectLight DMS (Digital Micro Shutter) display technology has been designed to combine high video quality with low power consumption for display sizes from mobile devices through to HD televisions. Performance figures include 105% (of NTSC, CIE 1931) color gamut, 24-bit color depth, 1,000:1 contrast ratio and 170 degree viewing angle with a power consumption only one quarter (25 percent) that for TFT-LCD displays.
Cleverly Pixtronix’s engineers have developed their technology based on a similar architecture to that of an LCD panel (hence LCD 2.0!) except for using micro (MEMS) shutters instead of liquid crystals. The DMS display system is based on sequentially flooding the display with red, green, and blue light from LEDs while using the MEMS shutters to modulate the light and produce a full-color image. MEMS have already established their robustness and reliability in display technology through technologies such as Texas Instrument’s DLP micro mirror chips used in projectors.
Key Elements of DMS Display Technology
- Digital MEMS micro shutter element at the heart of each pixel. It is a laterally translating (moving) element which is supported on a patented dual compliant zipping actuator. Use of micro shutters frees DMS displays from using the polarizers, filters and liquid crystals of current LCD display technologies. The polarizers can reduce light intensity by 50 percent and color filters reduce it even further.
- Field Sequential Color (FSC) use is enabled by the MEMS shutters through the rapid color change frequencies of about 1kHZ (1,000 operations per second) achieved. Pixtronix have developed some innovative algorithms for achieving deep, rich colors without image artefacts.
- Proprietary optical architecture including a light recycling backlight. Through a combination of waveguide and mirrored surfaces the light in the backlight is contained to deliver 60 percent of the light from the backlight which about 10X more output than a conventional LCD display (6 to 8 percent). This is the primary source of power consumption reduction of the DMS display technology.
- Use of energy-efficient LED lightsources
- A digital backplane circuit which decouples the functions of actuation and information exchange. This makes possible time division gray scale with color change frequencies in excess of 1 kHz while minimizing drive power.
From an engineering background, what impresses about Pixtronic’s new display technology is the cost savings promised by its having been designed with minimization of manufacturing costs in mind. Manufacturing can use existing TFT-LCD factory equipment and processes and higher yields can be achieved through the wide manufacturing tolerances applicable.
Resources
Take a look at Pixtronix’s video introduction to the PerfectLight Display’s impressive image quality and ultra-low power consumption.
If you would like to gain an idea of what MEMS is about have a look at this introductory video from the MEMS Industry Group. Is has some interesting shots of another MEMS display technology, DLP, in action.
MEMS Industry Group: An Introduction to MEMS [MEMSindustryGroup, Feb 8, 2008]
Using the MEMS accelerometer and the digital micromirror as an example, this DVD explores MEMS technology in a concise, easy to understand, 8.5-minute package. Examples of MEMS are given from all industries, including industrial, automotive, life sciences, and consumer electronics.
Using LCD Fabs for Non-LCD Displays? [Display Daily, May 23, 2007]
SID is where display ideas are demonstrated and evaluated. There are lots of these ideas as well as evolutionary and even revolutionary ideas floated at SID each year. It is where you will see the next big thing in the display industry or some company’s folly in pursuing a pipe dream. The key is to understand who is pitching which. Today, I will look at two of them I heard about in private meetings.
The two companies are Pixtronix and UniPixel. Both are early stage display companies with plenty of capital behind them to pursue a big dream. They want to use their technology to make LCDs obsolete, but use some of the LCD foundries to make these new displays.
Bold dreams yes, and after hearing the pitches, both actually show some merit. Can they pull it off? Time will tell.
It used to be that 20 years was required to bring a new display technology to a mainstream commercialization state. This time appears to be shrinking – and if you believe these companies, it may now be possible in 4-5 years. The truth probably lies somewhere in between, but I am leaning toward the shorter rather than longer side.
So what are these new technologies, you ask? They are similar, but slightly different. Both eliminate the color filters, polarizers, liquid crystal, light management films and even the CCFL in a conventional LCD. What they have in common is an LED-driven backlight with light recycling components, a MEMS or MEMS-like modulator to extract the light at each pixel and an active matrix backplane.
Pixtronix has developed what it calls a Digital Micro Shutter (DMS). The idea is to extract light from the backlight by opening up a pixel gate. Think of this as a pair of pocket doors that open up to allow light to escape. It is an all-digital approach that uses pulse width modulation at each pixel to control grayscale.
…
These ideas are clever and elegant. When compared to the structure of an LCD, they will indeed eliminate a lot of components. And, both companies are targeting using LCD fabrication equipment to make these displays. With some minor adjustments, existing LCD fabs can transition to these new displays fairly easily. And they are scalable approaches for any sized display.
This all sounds marvelous – and it is quite exciting. But both companies have a lot of development work ahead of them to prove they can deliver the goods. There is a lot more to their stories that I can’t reveal, but suffice it to say that these are companies we will be tracking to see how they meet their milestones. SID 08 will again prove to be the place where dreams are made or companies are brought down to reality.







FLASH MEMORY SUMMIT, SANTA CLARA, Calif., August 9, 2011-SanDisk Corporation (NASDAQ: SNDK), a global leader in flash memory storage solutions, today announced that it has implemented the new SATA µSSD™ specification into its
Computex, Taiwan, May 31, 2011- SanDisk Corporation (NASDAQ: SNDK), a global leader in flash memory storage solutions, today introduced two new solid state drives (SSDs) for the mobile computing market. The U100 drive, successor to the popular SanDisk® P4 modular SSD series, delivers a flexible, cost-effective solution for ultra-thin notebooks. The SanDisk® iSSD™ integrated storage device series’ i100 drive is the world’s smallest, fastest 128 gigabyte (GB)2(SATA III) BGA (ball grid array) SSD and an ideal storage solution for slim, powerful tablets and ultra-thin notebooks.
SanDisk®
The drive’s SATA performance achieves up to 450MB/sec3 sequential read and up to 160MB/sec sequential write speeds3. The i100 drive can improve sideloading rates, multitasking capabilities, real-time gaming experience and multimedia synchronization-all while extending battery life via its low-power architecture.
Computex, Taiwan, May 31, 2011- SanDisk Corporation (NASDAQ: SNDK), a global leader in flash memory storage solutions, today introduced the iNAND™ Extreme® embedded flash drive (EFD), SanDisk’s first in a new line of products designed for high-end tablets running advanced operating systems and data-intensive applications. The drive features up to 50 megabyte per second (MB/sec)1sequential write and up to 80MB/sec sequential read speeds.
Mobile World Congress, Barcelona, February 14, 2011- SanDisk Corporation (NASDAQ: SNDK), the global leader in flash memory cards, today announced its next generation of iNAND™ and iNAND Ultra™ embedded flash drives (EFDs) featuring smaller and thinner form factors. Available in packages as small as 11.5mm x 13mm x 1mm, SanDisk’s new iNAND and iNAND Ultra e.MMC products support the increasing demand for slimmer and more compact smartphone and tablet designs. Mobile World Congress attendees can visit SanDisk at Hall P8, Stand 8B91.
Flash Memory Summit, Santa Clara, Calif., August 18, 2010-

MOBILE WORLD CONGRESS, HALL 8, Booth 8B91, Barcelona, February 15, 2010 – SanDisk Corporation (NASDAQ: SNDK), the global leader in flash memory cards, today introduced the new SanDisk® iNAND™ Embedded Flash Drives (EFD) with support for the e.MMC 4.4 specification. Based on 3-bit-per-cell (X3) NAND flash technology, the drives offer up to 64 gigabytes(GB)1 of capacity in a single device, and can be used for boot, system code and mass storage functions.
Milpitas, Calif., Oct. 13, 2009-

ISSCC CONFERENCE, SAN FRANCISCO, CALIF., Feb. 10, 2009 – SanDisk Corporation (NASDAQ: SNDK)
Building on its leadership in multi-level cell (MLC) technology, SanDisk Corporation (NASDAQ: SNDK) today announced that it will begin mass-production of the world’s first high performance 4-bits-per-cell (X4) flash memory. Using 43-nanometer (nm) process technology, this breakthrough enables 64-gigabit (Gb) memory in a single die – the highest capacity in the industryand suitable for the most demanding storage applications. SanDisk has also produced an advanced X4 controller, which is necessary to effectively manage the complexities and performance requirements of X4 memory. The X4 memory chip combines with the X4 controller chip in a multi-chip package (MCP) to provide a complete, integrated and low-cost storage solution.












































The Kyobo device uses a customized version of Android 2.3 and supports WiFi 802.11b/g/n. But here’s where things get interesting (and why I think Matt was so insightful yesterday). The Kyobo’s smarts come from a Qualcomm 1.0-GHz Snapdragon S2 processor. Between the mirasol display and the Snapdragon processor, Qualcomm can indeed offer the key components of a color eReader kit.


