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Lowest H2’12 device cost SoCs from Spreadtrum will redefine the entry level smartphone and feature phone markets
And this is not a speculation but already a reality as the new Lenovo A288t came to market this month for ¥ 569 in retail [US$ 89] and as low as ¥ 479 in wholesale [US$ 75]. Such a breakthrough was enabled by Spreadtrum’s SC8810 SoC and Lenovo Mobile’s ability to exploit such an opportunity in only 5 months. Lenovo Mobile BTW became #2 behind Samsung on China’s smartphone market in June (just thanks to an earlier Mediatek based opportunity), aiming to become #1 in one or two years. So it is safe to say that with a number of other 1st tier vendors and even a kind of revitalised whitebox ecosystem soon joining the Spreadtrum (展讯处在) SoC opportunity, the H2’12 market in China will radically be redefined, with “earthquake-like” consequences for the global smartphone market as a whole. In this way the process indicated earlier in China becoming the lead market for mobile Internet in 2012/13 [this Experiencing the Cloud blog, Dec 1, 2011] will become even more dramatic.
SIGNIFICANT NEW UPDATE: Yes, indeed the revitalised whitebox ecosystem is doing the job, and in the most wonderful way, see $48 Mogu M0 “peoplephone”, i.e. an Android smartphone for everybody to hit the Chinese market on November 15 [Nov 9, 2012], which is the first “lead post” on my trend tracking blog because of such enormous significance.
Updates: Haier Adopts Spreadtrum’s Smartphone Platform [Spreadtrum press release, Aug 16, 2012]
Spreadtrum Communications, Inc. (NASDAQ: SPRD; “Spreadtrum” or the “Company”), a leading fabless semiconductor provider in China with advanced technology in 2G, 3G and 4G wireless communications standards, today announced that Haier, one of the global leaders in home appliances, has adopted Spreadtrum’s 1GHz TD-SCDMA Android platform, the SC8810. The Haier HT-I617, a smartphone designed to address the needs of the mass-market consumer, has completed China Mobile’s certification testing, paving the way for commercial launch through China Mobile channels.
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Spreadtrum’s SC8810 integrates a 1GHz Cortex A5 processor, 3D/2D Mali graphics accelerator, a 5 megapixel camera sub-system and supports resolution up to WVGA and wireless connectivity including Bluetooth, WiFi and GPS. The SC8810 delivers low power multimode TD-SCDMA/EDGE/GPRS/GSM operations with dual-mode automatic switching and supports TD-HSDPA at 2.8Mbps and TD-HSUPA at 2.2 Mbps. The SC8810 is delivered with turnkey Android and systems software.
Counterfeiters rebrand themselves in China’s smartphone market [Want China Times, Aug 5, 2012]
THL, the new face of a man who once sold counterfeit Samsung phones and decided to starting producing his own brand of smart phone.
After experiencing a major drop-off in sales, the makers of counterfeit cell phones in China, known commonly as “shanzhai” phones, are now breaking back into the market under their own brand names.
Previously reliant on co-opting the names of top leading to sell their bootleg products, the new generation of cell phone manufacturers are focusing on producing budget smartphones under their own brand names.
Stores for these new brands are proliferating in Huaqiangbei, a well-known consumer electronics market in Shenzhen. These new “shanzhai” smartphone producers mostly rely on supplies of chips from MediaTek in Taiwan.
After some initial mishaps, MediaTek belatedly rolled out its first-generation smartphone chip 6513T in the second half of 2011. The move has prompted many shanzhai phone manufacturers to switch to the production of smartphones, some with their own brands.
Shanzhai smartphone makers target mainly the lower and middle end of the market for products priced at around 1,000 yuan (US$156). Huang Jixian, a shanzhai cell phone producer in Shenzhen, opened 210 stores for his new “THL” smartphones throughout China in the first four months of this year. Huang plans to increase the number of his stores to over 300 to bolster the brand image of his products.
In addition to directly owned and franchise stores, Huang has also opened online franchise stores on the platforms Taobao and 360buy. Wang Xuekai, sales manager for THL, says that the different stores play a critical role in the company’s operations, since the shopping and user experience is essential in attracting business. Online sales channels play a supplementary role, Wang said.
Spreadtrum Communications’ CEO Discusses Q2 2012 Results – Earnings Call Transcript [Seeking Alpha, Aug 10, 2012]
Leo Li – Chairman and CEO
In the second quarter of 2012, we achieved revenue of $173.1 million, which is in line with the guidance we gave previously and 7.5% increase over the first quarter. I am very pleased to update you on the progress we have made with our smartphone products.
This quarter we achieved a strong volume ramp-up of our 1 Ghz TD-SCDMA Edge smartphone chipset, shipping more than 1 million units as expected. Customers such as Huawei, Lenovo, [Pryor], Hisense and others have completed China Mobile’s certification test, launched low-cost smartphones based on our products. Many are targeting a new [ratio] price in the range of RMB500 to RMB700 [US$ 79 – US$ 110], which is making TD-SCDMA smartphone even more affordable and attractive for mass market consumers.
We are seeing very strong demand for our smartphone products and are raising our shipment focus. We now expect to ship more than 10 million smartphone chipsets in the third quarter alone. In the high end of TD-SCDMA market, we expanded our business with the first-tier OEMs, growing shipment of our best-in-class TD-SCDMA-based modems. In our customers, our customers use these modems in very high-end smartphone designs.
Our baseband and RF transceivers are shipping in flagship handsets, that is recently launched, including Samsung’s Galaxy S3, HTC One XT and the other devices from first-tier China OEMs.
With the continuing growth in our smartphone chipsets and modem business, we have firmly established our leadership position in TD-SCDMA smartphone market. Our best-in-class modems are designed into top-of-line handsets and our smartphone chipsets are in neighboring 1 Ghz devices at a price of as we low as RMB500 [US$ 79].
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Recently, China Mobile has taken steps to speed up TD-SCDMA handset sales in the second half of this year. At a recent conference, China Mobile discussed a plan or plans to increase their investment in TD-SCDMA. In addition, they also encouraged handset makers to sell their TD-SCDMA product through open market with China Mobile providing support with the quality monitoring.
With the China Mobile’s handset replacement market now approaching 100 million units per year, this shift in distribution model will make the TD-SCDMA devices even more broadly available and help speed up the 3G adoption in China.
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Looking ahead to the remainder of 2012, we have some exciting product introduction on that. We will be introducing our 1.2 Ghz single-core and dual-core smartphone platforms, our new WCDMA and connectivity products. These products will increase our total addressable market in China and overseas regions and position us for continuing business expansion in 2013.
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Randy Abrams – Credit Suisse
Okay. My second question is on your outlook for TD-SCDMA. I think, one, from just a market perspective, volume, maybe what you expect smartphone and feature phones, and how you expect your market share. And I think you did well on recent tenders, maybe how you expect your product positioning. [Marvel] has been talking about a new platform for early next year and with MediaTek and MStar, how you see your market churn positioning and then overall market.
Leo Li – Chairman and CEO
I feel very confident that the TD overall volume for this year, I think what I said before in the last earnings call, is around 80 million to 90 million total units, both including the so-called central procurement, which you mentioned, and open market, which is the non-mentioned. I think the open market in particular next year, I can see a stronger and stronger demand for TD-SCDMA market in China.
So I certainly know for sure or I think next will be well above 100 million units for the total TD demand. So we at the moment, I think we’re about more than 55% market share in TD-SCDMA business. We hope with the technology leadership and also with the business model and then the quality of the products and everything else, we hope that we’ll maintain the leadership position in the future.
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Mike Walkley – Canaccord Genuity
Okay, thanks. One question for Leo. Leo, with the MobilePeak hitting the milestone, can you just update us on your WCDMA progress and how you see the competitive landscape as you’re coming to market with that product later in the year?
Leo Li – Chairman and CEO
Sure. Yeah, they’re making nice progress there. I think it’s mostly [inaudible] type of the milestones for their WCDMA. I think also combine the 40nm technology and some other 2.5G product rolls, EDGE, GPRS and GSM, I think we’re making the progress for both modem and smartphone products towards the end of the year. So I think at this moment all the development are on track, so I’m pretty happy.
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Jack Lu – RBS
Yeah, hi, Leo. One question for you. Can you talk about your 2012 smartphone full-year target? Because I think last call you mentioned a figure of 15 million to 20 million. Now, given that you are shipping more than 10 million alone in Q3, what’s your thought on that number for this year?
Leo Li – Chairman and CEO
This is a kind of — yeah, we usually only predict for the next quarter, which I did, right, around more than 10 million unit smartphones. If you really put me in a corner, so if I have to say anything to that question, I would like to say at least 25 million units for the whole year. So, yeah, it’s up number from 10 million to 15 million, what I said in early Q2.
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Jack Lu – RBS
Okay. One last question if I may, can you talk about expectations for ASPs going to Q3 for both TD feature phones and smartphone products?
Leo Li – Chairman and CEO
Yeah, feature phones, unfortunately the volume dropped sharply. I mean this is unexpected a little bit. The switching from feature phone to smartphone is so quick. It’s quicker than most people expected. But as the pricing there stabilizes, the volume drops very sharply. And at this moment actually for the ASP for smartphones, it’s there quite nicely. We — actually it’s not the pricing pressure issue, rather it’s a whole [inaudible]. There’s a huge demand there. It’s just so strong that it really surprised many of us.
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Andrew Lu – BarCap Research
Thank you. Earlier you also mentioned WCDMA smartphone solution will be introduced next year. Did you say Q1 next year?
Leo Li – Chairman and CEO
Actually we will try to introduce production small customers first. You know that, right? With big customers, takes longer time. So, Q1, maybe it could be the right time, and then Q2, something, yes.
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Donald Lu – Goldman Sachs
Good morning. Leo, can you give us more color on how can China Mobile help the open market? By open market, I mean mobile probably is not going to subsidize, but can mobile help with distribution or marketing or anything like that?
Leo Li – Chairman and CEO
Sure. Recently there are high-level executives went to Shenzhen, the headquarter [inaudible] right, several times. And then recent one is a very high level China executive went there, had meetings with — we don’t call them free market or [inaudible] anymore, we call them a small brand, right? And actually the meeting, the result is very encouraging, because down the road, you know that year over year subsidies will be reduced and reduced, not increased and increased. So the China Mobile very much encouraging the vendors and the makers of the handsets to engage with open market. Like I said, someone asked me the question, and then, some of my customers already shipping their products in open market without any subsidies. So this is encouraging.
But I think the reason it has been now, not only encouraged by China Mobile, also because the quality of the products and the price of the smartphones, more importantly, we are facing the major trend that the smartphone is replacing the features phones in big way, in such a big way in China that we very much encourage open market people to engage.
Donald Lu – Goldman Sachs
I mean, how — I man, can China Mobile really help? Because China Mobile really is the biggest carrier in China, but can — I mean, let’s say, China Unicom and China Mobile all are encouraging open market. I mean —
Leo Li – Chairman and CEO
Remember, China Mobile was not very encouraging, remember. I mean, like last year, it was totally you had to go through, any product go through the central procurement program, passing quality acceptance test and with the subsidies and this and that, and then whatever type of handset has been determined selected by China Mobile. And now actually I think with the leadership change and then with the new kind of a thinking, I think it’s really helpful that China Mobile has this open market engagement. So they are encouraging this to — okay. And also they say that TD-SCDMA over WCDMA, very much over 2.75G for that matter actually is making a lot of sense because, one, it’s cheaper than WCDMA; two, you don’t need to pay the royalties to the WCDMA. I like that, obviously many folks, right? So they are cheaper price, high quality, and the networks are much improved, and the products much more varieties and more attractive, and the pricing obviously much more affordable.
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Leo Li – Chairman and CEO
… EDGE type of smartphone is important for emerging markets. What you said is true. However, for their shipments of other company, I think the majority unfortunately is still in China, not in emerging markets. For the emerging markets, take India and Africa for example, I think at this moment the huge majority is still the low-end feature phone, not even middle-end feature phones.
So that I agree with the statement that EDGE smartphones are very much needed for emerging market, and even Qualcomm come up with the so-called platform, that means the rest of the [inaudible]. However, the volume ramp-up may not be as high as people expected. Only in China that the smartphone demand is so strong. There are other countries, I’m talking about emerging countries, there’s a demand but not as strong as this. Still majority — even the economic situation in some of the emerging countries, they’re actually deteriorating, it’s not improving. In that regard, actually putting pressure to reduce the high-end handsets actually going towards the low end. And then the demand for smartphones is there but not as strong. And then I think it will be — need maybe a couple of years to see the stronger demand, yeah.
Hao Guo – CICC
Okay, thank you. So if I may, follow up two questions. I heard from the industry that Qualcomm going to launch very low-end 3.5G solution in Q3, maybe Q4. Maybe it’s targeting for MTK and for low-end competition. So do you heard about — something about this? And can you comment on this? …
Leo Li – Chairman and CEO
The first one, I don’t comment on other people’s the product introduction. But the thing is I heard a similar type of thing and that means this EDGE smartphone is kind of important. And then as I said, I think most of that type of things being shipped in China, not necessarily shipped in overseas markets. So I think — but also I said in my opening statement and then in my Q&A that in China I think with the TD-SCDMA, to compete with the 2.5G, 2.75G type of smartphones, at least the TD-SCDMA offers some kind of [inaudible] still offer some kind of better connectivity than 2.75G, compared with WCDMA, yes, it’s cheaper and without paying the royalty, right?
End of updates
Note: MediaTek has definitely something going against Spreadtrum in this newly opening space. See: this very online (www.veryol.com) article of July 17, 2012:
– Cottage “big change in the situation (translation by Google)
– 山寨”大变局 (Chinese original)
For Cheng Rainbow Mobile general manager Wang Zhongcheng, really hard over the past 12 months. As one of the hundreds of small and medium-sized mobile phone manufacturer in Shenzhen, Wang Zhongcheng these eight characters of the “dire straits, lean” to describe his current situation.
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Wang Zhongcheng company an area of about seventy to eighty square meters, about 10 young people in this office, mostly for sales staff. … Sitting in the office of Wang Zhongcheng, he showed reporters the company’s newly developed intelligent machines. These new MediaTek 6513T chip, more than 800 frequency, 3.5-inch capacitive screen, Android 2.3.5 operating system, ex-factory price of 400 yuan [US$ 63]. The target consumer groups positioned second and third tier cities in the country. …
Spreadtrum strengthening cooperation with Samsung, threatening MediaTek market position [DIGITIMES, July 23, 2012]
China-based handset solution vendor Spreatrum Communications has stepped up its cooperation with Samsung Electronics and may double its shipments by the fourth quarter of 2012, threatening MediaTek’s leading market position in China, according to industry sources.
Spreadtrum, through the cooperation with Samsung, won a number of TD-SCDMA solution orders from China Mobile in the first half of 2012, while MediaTek secured only one order, the sources revealed.
Spreadtrum has expanded its cooperation with Samsung to include 2.5G/2.75G/3G solutions, and Samsung’s handset shipments to China in the fourth quarter of 2012 will nearly all adopt chipset solutions from Spreadtrum, the sources indicated.
Samsung is expected to ship 70 million handsets to China in 2012, the sources estimated.
Meanwhile, Spreadtrum’s development and trial production of quad-core and 4G solutions is also ahead of MediaTek’s by over six months, indicating Spreadtrum’s improving capability, the sources added.
Note that this Spreadtrum’s cooperation with now world #1 Samsung may have an even bigger impact on Windows Phone. According to a latest report Windows Phone shipments in June were just less than 200,000 units in China which accounting for only 1.6% share of the smartphone market there.
See this it.sohu.com article of July 24, 2012:
– Acclimatized! Microsoft Windows Phone Chinese Long Way (translation by Google)
– 微软Windows Phone中国路漫漫 (Chinese original)
Spreadtrum Smartphone Chipset Undercuts MTK by USD 1 [Marbridge Daily, July 5, 2012]
Adopted from National Business Daily article of June 29, 2012:
– Cost of smart phones “counter-attack” the chip manufacturers to bring down program costs to ¥ 300 (translation by Google)
– 智能手机成本“逆袭” 芯片厂商拉低方案成本至300元 (Chinese original)
Chinese baseband chipset vendor Spreadtrum (Nasdaq: SPRD) has announced that its 8810 chipset is priced at USD 7-8, approximately USD 1 less than MediaTek’s 6573 solution, lowering the price of a 3.5-inch smartphone chipset solution to RMB 450-500 [US$ 70-78]. Spreadtrum currently supplies the 8810 to several major brands, including Samsung, HTC, Lenovo (0992.HK), ZTE, Huawei, and Tianyu (K-Touch). Spreadtrum estimates that its smartphone chipset shipments will exceed 20 mln in 2012.
Taiwanese chipmaker MediaTek received orders from major brands such as Huawei and ZTE (0763.HK; 000063.SZ) in early 2012. MediaTek aims to capture 50% of mainland China’s smartphone chipset market, and expects 60% of business to come from brand clients, while independent handset design firms will account for the remaining 40%.
Qualcomm senior VP Jeff Lorbeck disclosed that many handset vendors, including Lenovo, TCL, and Longcheer, have begun offering 3.5-inch HVGA smartphones using the Qualcomm Reference Design platform priced at USD 50.
MediaTek and Qualcomm have signed an agreement to offer chipsets at market prices, not below cost, according to an industry source. China’s three major domestic chipmakers produce solutions for entry-level smartphones costing under RMB 300 [US$ 50] to produce and sold at a retail price of RMB 600 [US$ 94].
Indeed a week ago came official information on SC8810-based Lenovo A288t becoming available through online channels and retail stores at 599 RMB [US$ 94] list price:
Lenovo Smartphone Based on Spreadtrum’s 1GHz TD-SCDMA Android Platform Completes China Mobile Certification Testing [Spreadtrum press release, July 19, 2012]
Spreadtrum Communications, Inc. (NASDAQ: SPRD; “Spreadtrum” or the “Company”), a leading fabless semiconductor provider in China with advanced technology in 2G, 3G and 4G wireless communications standards, today announced that the Lenovo A288t, which is a Lenovo TD-SCDMA smartphone based on Spreadtrum’s 1GHz Android smartphone platform, the SC8810, has completed China Mobile’s certification testing and is expected to achieve sales of more than one million units in the third quarter.
China Mobile’s certification test is a required step and important milestone in the operator’s procurement process and is used to confirm the maturity and stability of TD-SCDMA mobile terminal products. Lenovo’s completion of China Mobile’s certification process with its Lenovo A288tsmartphone validates Spreadtrum’s 1GHz low-cost smartphone platform as fully compliant with China Mobile’s commercial requirements.
“China Mobile’s certification testing is a key milestone for manufacturers and a prerequisite for mobile phone purchasing by its provincial offices,” said Dr. Leo Li, Spreadtrum’s president and CEO. “The certification of the Lenovo A288t demonstrates its commercial readiness by China Mobile. China Mobile will kick off the purchase of TD-SCDMA phones after completing its certification testing, and this will build the confidence of handset manufacturers in the open market to design the Spreadtrum SC8810 platform into more low-cost smartphones.”
“Lenovo is committed to promoting China’s 3G terminal development.” said Feng Xing, vice president of Lenovo. “We recently completed China Mobile’s certification testing with the Lenovo A288t, which is based on Spreadtrum’s SC8810, and expect to achieve sales of more than one million units of this model in the third quarter, underscoring the popularity of low-cost smartphone devices. This is a milestone in our strategy of vigorously promoting 3G uptake in China by bringing Chinese consumers cost-effective mobiles that are comparable to the world’s top smartphones. The Lenovo A288t is commercially available to consumers now through online channels and retail stores at 599 RMB [US$ 94].”
Spreadtrum’s SC8810 integrates a 1GHz Cortex A5 processor, 3D/2D Mali graphics accelerator, 5 megapixel camera sub-system and supports resolution up to WVGA and wireless connectivity including Bluetooth, WiFi and GPS. The SC8810 delivers low power multimode TD-SCDMA/EDGE/GPRS/GSM operations with dual-mode automatic switching and supports TD-HSDPA at 2.8Mbps and TD-HSUPA at 2.2 Mbps. The SC8810 is delivered with turnkey Android and systems software that reduces the design time and resources required to deliver new handsets to market.
Currently Lenovo A288t is sold for ¥ 569 in retail [US$ 89/94] and as low as ¥ 479 in wholesale [US$ 75]. It has quite impressive parameters:
- Network type: Mobile TD-SCDMA, GSM
- Designs: straight
- Screen Size: 3.5 inches
- Resolution: (HVGA) 320 x 480 pixels
- Touch ways: capacitive screen (multi-touch)
- Pixels: 3.2 million pixels
- Operating System: Android the OS 2.3
- Memory: 256MB RAM
- Body[?ROM?] size: 512MB
- Type: Lithium battery, 1500mAh
- Weight: 105.0g
- GPS Module: Built-in GPS support A-GPS
Such aggressive exploitation of the SC8810 opportunity is no surprise as today came the report that China market: Lenovo takes up No. 2 in smartphone ranking, says Sino [DIGITIMES, July 26, 2012]:
Lenovo outperformed Huawei, ZTE, and Coolpad to capture the second-rank title in China’s smartphone phone market in June with a 13% share, trailing after only Samsung Electronics which took up a 15-16%share, according data compiled by Sino Market Research.
The launch of low-priced Android-based smartphones and cooperation with the top-three China-based telecom carriers contributed to Lenovo’s success in the smartphone segment, according to industry sources.
Lenovo’s capability to roll out a wide range of smartphone models targeting different price segments is also credited for its prevailing smartphone business, said the sources, adding that Lenovo plans to launch as many as 40 models of its Lephone lineup in 2012.
Following the steps of Lenovo, Acer has recently teamed up with China Mobile and China Unicom to promote its smartphones in China.
Note that Lenovo was probably the most successful vendor to adopt Mediatek’s MT6575 SoC that was leading the H1’12 smartphone market, see the Lenovo A60 related information in Boosting the MediaTek MT6575 success story with the MT6577 announcement [this Experiencing the Cloud blog, June 27, 2012] such as “China Unicom’s top selling handset in the sub-RMB 1000 [sub-US$ 157] smartphone category”. Today’s it.sohu.com article (of July 26, 2012) is providing further interesting details on that:
– Lenovo mobile phone whether a flash in the pan? Liu [Jun] said that sustainable success (translation by Google)
– 联想手机第二是否昙花一现？刘军称可持续成功 (Chinese original)
In 2010, the company launched the “Music Fund”, support for native application development business growth. “Music Fund” first phase of investment of 100 million yuan, managed by Legend Holdings, the company’s professional investment team operations. “Music Fund”, as the angel investors will focus on the development of start-up and early business support in the mobile Internet applications and services.
Liu [Jun, senior vice president of Lenovo Group, MIDH (Lenovo Mobile Internet and Digital Home Business Group) president] said in the dialogue with the Sohu IT, app store has more than 70,000 applications, nearly ten million monthly downloads, the latest data is Lenovo music application store has been downloaded more than 100 million times. Referring to the strategy to build a music store, Liu stressed, Lenovo insisted Android+ strategy on top of the native system in Android, plus Lenovo’s own software.
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Liu predicted that Lenovo Mobile [climb up to the market] will be completed within a year or two beyond, to become the leader of the domestic market share. “Speed has become the core competitiveness of Lenovo Mobile, one of R & D speed. First, the speed of the supply chain.” Said Liu Jun, “smart phones than traditional mobile phones more like PCs, therefore, the product delivery time became particularly important, who first to enter the market who will have a head start. “
… Introduced, according to Liu Jun, Lenovo’s first best-selling models A60 color using MTK solution, from design to development to market in just five months, in accordance with the normal process, the same configuration of intelligent models often require 9-12 months of preparation time, Lenovo ahead of competitors in three or four months, in order to grab the opportunity, and accounted for the thousand Yuan machine market.
… Liu said Lenovo Mobile is already considering international expansion, and has taken a number of footsteps, such as Lenovo launched a smart phone in the Russian market. Accordance with the planning of the Lenovo Group, Lenovo will take the first emerging markets, after mature market strategy, the focus of this year, Russia, India, Indonesia and Vietnam.
At the end of the interview, Liu stressed that our primary task is to do the domestic market into the international market, Lenovo does not rule out in the interview a mergers and acquisitions strategy.
Previously, Lenovo executives repeatedly claimed that M & A has become the core competitiveness of the Lenovo Group. Look at the history of mergers and acquisitions from Lenovo, Lenovo has successfully completed and the integration of the United States IBM, NEC of Japan and Germany, Medion. Of course, the above integration is built around the PC expanded.
In the First Quarter 2012 Results Presentation[May 4, 2012] from Spreadtrum we could find the following slide:
and in the Q1 2012 Spreadtrum Communications, Inc Earnings Conference Call Transcript [May 4, 2012] (available via) the following remarks by Dr Leo Li – Spreadtrum Communications, Inc – Chairman and CEO: [in]
I just came back from meeting yesterday from China Mobile. … Actually I was told by the Chairman of China Mobile that more than 60 million [will be] centrally procured — actually that’s a minimum number. The actual number will be much higher. So I am very confident my take from China Mobile for recent meetings, executives, yes they are expanded the activities into TD-SCDMA and then they will resume the phase five or phase six type of development, further invested into infrastructure of TD-SCDMA, they will ramp up a much, much higher volume.
Actually next year they — I was told by both China Mobile and other experts in the industry that there will be more than 100 million units expected for TD-SCDMA. This year 80 million to 90 million. So this volume is — I think it’s real and I am very confident that the China Mobile — I was told by China Mobile people, by the way. It’s not that I just say that. It is — TD — it’s here to stay and it will grow very fast.
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I think for open channel [i.e. whitebox vendors] will be 20 million-ish or 30 million-ish, will be actually more than 50% of smartphones and for centrally procured — according to China Mobile — I mean, today there is 50-50. So smartphones actually is at or more than 50% of the total TD shipment.
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The reason open market [i.e. whitebox vendors] wants TD-SCDMA, you will understand why they want EDGE but TD is very interesting because remember China Mobile has more than 600 million subscribers and then the TD market actually — if you want to use the smartphones obviously you want to have some kind of connectivity, Internet communication and then you have only two choices.
One is W, the other is TD and then the W[CDMA] is more expensive, TD is cheaper. So that’s why — and also TD has this clear advantage over W[CDMA], is that you do not need to change the SIM card. You only change your hand set. You keep your same 2.5G SIM card and then purchase a TD smartphone or TD feature phone. You can enjoy, utilize TD, the wideband or faster data service.
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To some extent, even I was told that in the Shenzhen market, maybe it’s kind of like revitalized by the TD-SCDMA or EDGE smartphone type of product, maybe help them to regain so-called strength to engage with the domestic market. Remember in the second half of last year it very rapidly went down — collapsing of (inaudible) market, right. I think I we’ve been asked by many of our Shenzhen customers, asking for both TD products and EDGE smartphone products.
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I think [in] the second half the ramp up will be very robust. … both through the carriers … and open channels in the second half of the year, in particular third or fourth quarter, maybe more towards fourth quarter for the open market because people are preparing for the design right now.
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… the 8810 and the 6820, those are our so–called single core. I think by the end of Q3 or early Q4 we will offer the dual core 1.2 GHz type of product and then by the end of this year or early next year we will offer quad core, again 1.5 GHz products both of which will be based on 40–nanometers product.
Also it was mentioned in the previous, Q4 2011 Spreadtrum Communications, Inc Earnings Conference Call Transcript [Feb 29, 2012] (available via) that:
… from what we’ve seen, that the open market segment starts growing in volumes or demand is obviously there. I’ll give you examples. There was the WCDMA type of smartphones, right, in China. However, when we go into detail for the WCDMA users, smartphone users, we’ve found that 70% of them are actually China Mobile users, meaning they actually cannot even use the 3G features, WCDMA features for those smartphones.
So obviously there is a natural demand for TD-SCDMA type of low-end smartphones, because for the same China Mobile users they can enable the 3G high-speed data type of applications. So both for feature phones and for smartphones, we’ve seen — from our customer we’ve seen a demand for TD-SCDMA type of products.
…
… we launched the — I think [in] Q4 of the — excuse me, 600 megahertz type of Android [see: World’s lowest cost, US$40-50 Android smartphones — sub-$100 retail — are enabled by Spreadtrum [in this Experiencing the Cloud blog, Dec 11, 2011 – Feb 27, 2012]]. One thing we didn’t anticipate was the market really don’t — they want the higher frequency one. I think we’ve seen an unusually fast market shift. I can tell you this. November, even October/November last year, even October, right, 600 megahertz type of Android smartphone was selling like hotcake. However, by November and then early December, all of a sudden the market demand for 1 gigahertz type of thing, because you want to have some kind of user experience with smartphones.
…
TD smartphones hasve become very attractive to general consumers and users of the TD type of — the TD market. For our TD-SCDMA 1 gigahertz Android, either Android 2.3 or later 4.0 type of things, ours are highly — maybe the highest level of integration. And like I said, maybe we are lowest cost structure in this segment.
That is Spreadtrum was able readjust its December 2011 strategy for the quickly changed market demand as is clearly visible from the following press releases as well:
Spreadtrum Introduces 1GHz Low-Cost Smartphone Platform For TD-SCDMA & EDGE/WiFi[Spreadtrum press release, Jan 4, 2012]
Spreadtrum Communications, Inc. (NASDAQ: SPRD; “Spreadtrum” or the “Company”), a leading fabless semiconductor provider in China with advanced technology in 2G and 3G wireless communications standards, today introduced a 1GHz Android smartphone platform for TD-SCDMA (SC8810) and EDGE/WiFi (SC6820) and announced that both products are now samplingwith customers. With these two new solutions, Spreadtrum is redefining the performance standard for low-cost smartphones, enabling OEMs to deliver 1GHz performance at US$100 retail prices.
“Our 1GHz Android platform sets a new bar for low-cost smartphone performance,” said Dr. Leo Li, Spreadtrum’s president and CEO. “The graphics and web browsing performance of the SC8810 and SC6820 compares favorably to one of the most popular smartphone models globally, delivering a high performance applications and gaming experience for consumers. This type of experience has previously been available only in mid- to high-end handset models and can now be delivered by OEMs in US$100 smartphone models. This will reshape the definition of and consumer expectations for a low-cost handset.”
Spreadtrum’s 1GHz platform is the most highly integrated, lowest power smartphone platform for the TD-SCDMA market. The solution delivers the lowest chip count with a multimode single-chip RF transceiver supporting TD-SCDMA, EDGE, GPRS and GSM and integrates power management. The platform’s Cortex A5 processor architecture delivers more than 40% lower power consumption compared to ARM11-based products and more than 70% lower power consumption than Cortex A9 products, delivering differentiated standby and talk time performance relative to other smartphone models.
Designed with 40nm CMOS silicon technology, the SC8810 and SC6820 baseband platforms are powered by a Cortex A5 1GHz processor and incorporate an advanced multimedia subsystem which includes a Mali GPU with 3D/2D graphics acceleration and supports high definition video playback, a 5 megapixel camera, a WVGA [800×480] touch panel and connectivity features including Bluetooth, WiFi and GPS. The SC8810 supports TD-SCDMA with HSDPA at 2.8Mbps, HSUPA at 2.2Mbps as well as quad-band GSM/GPRS/EDGE with dual-mode auto handover, while the SC6820 supports quad-band EDGE/GPRS/GSM. Both products combine silicon hardware with turnkey Android software that reduce both the design time and design resources required to deliver new handsets to market.
Spreadtrum’s expansion of its smartphone platform coincides with rapidly increasing demand in China for smartphone products. Industry analysts expect the smartphone market in China to exceed 100 million units in 2012, leading global demand for smartphone products.
Spreadtrum Announces Commercial Availability of its 1GHz TD-SCDMA and EDGE Android 2.3/4.0 Platforms [Spreadtrum press release, April 26, 2012]
More than 200 Smartphone Design Wins Lay Foundation for Second Quarter Volume Shipment
SHANGHAI, April 26, 2012 — Spreadtrum Communications, Inc. (NASDAQ: SPRD; “Spreadtrum” or the “Company”), a leading fabless semiconductor provider in China with advanced technology in 2G, 3G and 4G wireless communications standards, today announced the commercial availability of the SC8810, Spreadtrum’s 1GHz TD-SCDMA Android platform, and the SC6820, Spreadtrum’s 1GHz EDGE/Wifi Android platform. Both the SC8810 and the SC6820 support Android 2.3 and Android 4.0 designs.
“We have now secured more than 200 design wins for our 1GHz TD-SCDMA and EDGE/WiFi Android platforms, and we are expecting to see volume shipments of more than one million units during the second quarter,” said Dr. Leo Li, president and CEO of Spreadtrum Communications. “With these designs, our customers are targeting a $50-100 retailsegment, unsubsidized.”
The SC8810 and SC6820 have been adopted by China and global OEMs on large scale to address the growing demand for low-cost smartphones in China and emerging markets. Both products support both Android 2.3 and Android 4.0 platforms, deliver best-in-class power consumption and demonstrate graphics/web performance on par with globally popular premium smartphone models, while supporting sub-$100 unsubsidized retail price points. The solutions are designed into handsets that are expected to launch commercially starting in May.
The company was also quick to rearrange its 2.5 offering for the feature phone market as there were quick changes as well:
Spreadtrum launches industry’s first 40nm 2.5G baseband [April 26, 2012]
SHANGHAI, CHINA: Spreadtrum Communications Inc. announced commercial availability of the SC6530, the industry’s first 2.5G baseband designed in 40nm CMOS silicon.
“The SC6530 is an industry first for the 2.5G market,” said Dr. Leo Li, president and CEO of Spreadtrum. “By leveraging the most advanced process node in the 2.5G segment, we are able to achieve higher performance at lower cost relative to competitive alternatives.”
The SC6530, in addition to its 40nm design, is the first 2.5G product from Spreadtrum to integrate its leading-edge baseband and RF transceiver technology into a single-chip, simplifying design and reducing overall solution footprint. The chip incorporates an ARM9 processor for high performance on a low-cost platform, and supports quad-band GSM/GPRS, triple-SIM function, HVGA display, H.264 decode and integrates an audio PA. The SC6530 couples its advances in performance, cost and integration with Spreadtrum’s mature, proven turnkey software.
The SC6530 is commercially available now. Spreadtrum expects to achieve volume shipments in May.
Spreadtrum’s three leading SoCs for the second half of 2012 products have the following parameters:
Source: the following Spreadtrum product pages
– SC8810 TD-HSPA/TD-SCDMA/EDGE/GPRS/GSM 1GHz Low-Cost Smartphone Platform
– SC6820 EDGE/GPRS/GSM 1GHz Low-Cost Smartphone Platform
– SC6530 GSM/GPRS Single-Chip Baseband/RF Transceiver for Multimedia Feature Phones
Notes:
1. WiFi and location technologies for SC8810 and SC6820 are according to Spreadtrum selects CSR connectivity and Location for Smartphone reference designs [CSR press release, Feb 27, 2012]. This is particularly relevant for SC6820-based EDGE/WiFi smartphones.
2. The ARM Cortex-A5 core has 1.57 DMIPS/MHz performance, while the ARM9EJ-S core 1.1 DMIPS/MHz performance. The former can be used in multicore SoCs as well with upto 4 Cortex-A5 cores (which Spreadtrum will exploit in its upcoming SoCs as well).
3. Dual-SIM Dual Standby solution became available as an option on Spreadtrum’s SC88xx series of TD-SCDMA basebands as well as future products, beginning in 4Q11. See: Spreadtrum Introduces First TD-Dual-SIM Dual-Standby Solution for TD-SCDMA [Spreadtrum press release, Oct 11, 2011]
Just this week came also the announcement of the – probably – highest end smartphone built on SC8810: Spreadtrum Powers Dual-SIM Dual-active TD-SCDMA Smartphone from Huawei [Spreadtrum press release, July 23, 2012]
Huawei T8808D completes China Mobile certification testing
Spreadtrum Communications, Inc. (NASDAQ: SPRD; “Spreadtrum” or the “Company”), a leading fabless semiconductor provider in China with advanced technology in 2G, 3G and 4G wireless communications standards, today announced that Spreadtrum’s SC8810 1GHz TD-SCDMA smartphone platform is powering the Huawei T8808D, a dual-SIM dual-active smartphone for China Mobile consumers.
Huawei’s dual-SIM dual-activefeature provides consumers with maximum flexibility in how they manage operator service fees. The dual-SIM function allows consumers to choose the SIM that offers the lowest rate or the best network coverage given their location to make or receive calls, send text messages, or use data. Dual-active capability allows both SIMs to be used at the same time, enabling users to switch back and forth between two calls and use voice and data functions simultaneously.
Mr. Wang Weijun, Huawei Device’s president of its Chinese division, said, “T8808D, as Huawei’s first dual-SIM dual-active mobile phone, delivers experience innovation to China’s 3G TD-SCDMA market. In collaboration with Spreadtrum, Huawei will continue to promote popularization and development of smartphones to meet the diverse needs of Chinese consumers with a variety of high quality terminal products.”
“Spreadtrum is driving technology innovation with 2.5G/3G single-chip dual-card dual-standby technology,” said Dr. Leo Li, Spreadtrum’s president and CEO. “In cooperation with Huawei, we have enabled the first TD-SCDMA device based on Spreadtrum’s SC8810 smartphone platform with dual-SIM dual-active capability. This feature will enable consumers to select attractive 3G services while maintaining their original operator service packages. We believe that this flexibility provided to the consumer will help further promote the rapid development of China’s TD-SCDMA market.”
Note that Spreadtrum’s early December 2011 flagship SoCs were clearly inferior to its current flagships:
Additional source: the following Spreadtrum product pages
– SC8805G TD-HSPA/TD-SCDMA/EDGE/GPRS/GSM 600MHz Entry-Level Smartphone Platform
– SC6810 EDGE/GPRS/GSM 600MHz Entry-Level Smartphone Platform
Spreadtrum is also investigating alternative software platforms as shown by:
Spreadtrum Low-Cost Smartphone with HTML5 Operating System Demonstrated at Mobile Asia Congress 2012 [Spreadtrum press release, July 16, 2012]
Mozilla showcases Spreadtrum smartphone running Firefox OS, highlighting potential of HTML5 on low-cost smartphones
Spreadtrum Communications, Inc. (NASDAQ: SPRD; “Spreadtrum” or the “Company”), a leading fabless semiconductor provider in China with advanced technology in 2G, 3G and 4G wireless communications standards, today announced that Spreadtrum’s SC8810 smartphone platform was selected by Mozilla to showcase its HTML5 operating system, Firefox OS, running on low-cost smartphone devices. Mozilla demonstrated the handset, based on Spreadtrum’s 1GHz SC8810 smartphone chip and running Mozilla’s Firefox OS, at its booth during Mobile Asia Congress 2012 held last month in Shanghai, China.
Firefox OS for mobile devices is built on Mozilla’s “Boot to Gecko project” which allows HTML5 applications to access the underlying capabilities of a phone, previously only available to native applications. “Firefox OS is another major step at Mozilla to bring its core values — openness, innovation and opportunity on the web — to users and developers on smartphone platforms,” said Dr. Li Gong, CEO of Mozilla Online Ltd and Mozilla Taiwan. “Our collaboration with Spreadtrum will help enable the power of this truly-open operating system to reach the billions of consumers in emerging markets who will be coming online as first-time smartphone users as well as existing smartphone users who are looking for greater value at lower cost.”
“We have been closely tracking the progress of the “Boot to Gecko project” since its inception and are very excited about Firefox OS as a concrete realization,” said Mr. Yi Kang, vice president of marketing at Spreadtrum Communications. “This type of solution has generated a lot of interest from operators, as the open-source HTML5 platform can provide them with complete control over the handset experience. We expect that the appeal of this platform to our customers will grow as the HTML5 application ecosystem expands.”
This is leading to speculations like: The Feature phone rises (again?) [EE Times, July 24, 2012]
…
Is it plausible? You bet. I already see signs that make such plots believable.
First is the emergence of Firefox OS. While the jury’s still out on yet another new mobile OS, this HTML5-based mobile operating system may have enough power to stir the debate.
$40 smartphone
Second, there is mounting market pressure (from handset vendors and operators alike) for low, low-cost smartphones. In an interview with EE Times in early June, Spreadtrum’s CEO Leo Li was on the record by saying that “our customers are ready to roll out $40 ‘real’ smartphones this year.”Every chip company and handset vendor is in the market for a solution that makes all levels of smartphones possible at low cost.Third, operators are hatching a plot to retain full control of the billing relationship with subscribers. “Currently, operator billing is available for Android for only a handful of operators, all in developed countries,” according to Daniel Gleeson, an analyst on Mobile at IHS Screen Digest. “Otherwise payments for apps, games etc. go through credit card companies. Obviously operators would prefer that this goes through them as they would get a small slice of that pie as well.”
Fourth, as legal wrangling escalates on Apple iOS vs. Google’s Android IP front, handset vendors are surreptitiously looking for an alternative system – possibly something available for free.
Fifth, let’s not forget about a huge global market — beyond the United States and Europe — that hasn’t embraced smartphones yet. This creates big openings for developers of new technologies and new players on the mobile market.
Above all, I’m convinced that feature phones (OK, “entry-level smartphones”) are not going away, largely because the definition of smartphones vs. feature phones, in my opinion, is fundamentally phony. At best, it’s based on a self-serving marketing pitch by smartphone proponents.
…
Smartphone-like Asha Touch from Nokia: targeting the next billion users with superior UX created for ultra low-cost and full touch S40 devices
Updates: Nokia Asha 310 debuts with Dual SIM and Wi-Fi [Nokia press release, Feb 12, 2013]
Nokia Asha 310: $102 (list) – a dual SIM enhanced version of the Asha 309: $99 (list)
+ Both Asha 309 and 310 are WiFi enabled, EGPRS and GPRS based versions with modest camera (2 MP), video (176 x 144 pixels H.263 only recording at 13 fps, playback at 15 fps) and processing power (800 MHz as indicated in India) capabilities. The top Asha 311 ($115 list price in India) is a 3.5G phone with 3MP camera, 640 x 480 pixels H.263 and MPEG-4 recording at 25 fps, playback at 30 fps, and a 1 GHz ARM11 processor. The best retail price on the major Asha market, India: Asha 309 is Rs. 4349 [$US 80.5] and Asha 311 is Rs. 5349 [$US 99]. You can download a detailed comparison of these top Asha devices from here (PDF).
…
Swap SIM cards to suit your lifestyle
With Nokia’s built-in Easy Swap Dual SIM technology, consumers can use the external slot on the Nokia Asha 310 to insert a secondary SIM card, while keeping their principal SIM card in place behind the battery. The Nokia Asha 310 puts the user in control, with the ability to shift between SIM cards for personal or work use without turning off the phone. They can also swap SIM cards while on-the-go, to get the best available tariffs when commuting. Nokia Easy Swap Dual SIM makes it possible to assign and store unique profiles for up to five SIM cards. Users can designate SIM cards for text, voice and data and switch between them at their convenience.
Freedom to do more online with Wi-Fi
The addition of Wi-Fi in the Nokia Asha 310 gives users a fast and easy way to enjoy more online, including streaming videos from YouTube or downloading the 40 free EA Games from Nokia Store. The ability to connect to free Wi-Fi hotspots whether at home or on the go means users aren’t constrained by their data plan.
The Nokia Asha 310 comes pre-loaded with Nokia Xpress Browser, which delivers a fast and fluid browsing experience and support for thousands of web apps. Nokia Xpress Browser compresses Internet data by up to 90%, saving consumers money.
…
“The Nokia Asha 310 is the first-ever Nokia smartphone to offer both Easy Swap Dual SIM and Wi-Fi in the same device. It gives consumers the best of both worlds, allowing them to separate work and play, or speak with friends on other mobile networks more affordably,” said Timo Toikkanen, executive vice president, Mobile Phones, Nokia. “The addition of Wi-Fi support gives users the freedom to enjoy much more of the Internet compared to competitive devices at this price point.”
The newest addition to the Asha Touch family of smartphones, the Nokia Asha 310 features a 3″ scratch-proof, capacitive touchscreen that complements the sophisticated design. It features a 2 megapixel camera and comes with a 4GB* memory card included, with support for a further 32GB of external memory.
The Nokia Asha 310 will be available to purchase in Asia, India, the Middle East, Africa and Brazil starting Q1 2013. Suggested pricing is 102 USD before taxes and subsidies. Available colors include black, white and golden light.
*In Brazil, The Nokia Asha 310 will have a 2GB memory card included
How Asha got smart [Nokia Conversations, Jan 24, 2013]
… We talked to Jussi Nevanlinna, VP product marketing, to find out more. …
Nokia Xpress Browser – More browsing, less waiting [nokia YouTube channel, Jan 15, 2013]
…
Sometimes particular components in the Asha range are actually ahead of the curve. Take battery life, for example. People who use a smartphone have been taught not to expect a particularly great battery life – a day or two, perhaps. So a phone like the Nokia Asha 309 comes as a real revelation to them. This phone has a standby time of 42 days. You could leave it on the kitchen table, go off sailing round the world for a month, come back and still have several days’ work left in it.
…
And lastly, how is the Series 40 operating system holding up into the 21st Century?
Pretty well, we think. Again, we have to base this on what our customers tell us. The OS has an extremely high Net Promoter score – that’s a measure of how likely people are to recommend something to other people. They describe the user experience as “rich” and say that it “performs quickly”.
And, of course, while Series 40 was first conceived quite some time ago, it’s in a continual process of evolution. When we moved to touch, that demanded a whole host of technical improvements and redesigns for the interface and user experience.
Asha Touch devices are actually the leading smartphones in a number of markets. In China and Indonesia, the Nokia Asha 305 is the top-selling smartphone in its price band. In India and Pakistan, in fact, across the IMEA (India, Middle-East and Asia) region, it’s the top-selling smartphone overall.
One reason for this is the way we go about creating them. We don’t just take an expensive design and then shrink it down or chop things off until it hits the price point. Some of our competitors do this, and it can lead to phones that feel ‘cheap’. Our phones are built from the ground-up to deliver a particular set of user experiences. They are purpose-built, not cut-down.
Diwali Offer with Nokia Asha Smartphones TVC [NokiaIndiaOfficial YouTube channel, Oct 16, 2012], remark from Wikipedia: Diwali … known as the “festival of lights,” … observed by Hindus, Jains, Buddhists, Sikhs …
The Story of my Nokia Asha – Aditya in Jakarta [Sept 26, 2012]
Nokia Corporation Q3 2012 Interim Report [press release, Oct 18, 2012]
… Mobile Phones Q3 volumes increased quarter-on-quarter to 77 million units; strong sales start for new Asha full touch smartphones, with volumes of 6.5 million units. …
…
Commenting on the Q3 results, Stephen Elop, Nokia CEO, said:
… In our mobile phones business, the positive consumer response to our new Asha full touch smartphones translated into strong sales. And in Q3, our mobile phones business delivered a solid quarter with sequential sales growth and improved contribution margin. …
…
Mobile Phones
Q3/2012
Q3/2011
YoY
ChangeQ2/2012
QoQ
Changevolume(mn units)
76.6
89.8
-15%
73.5
4%
ASP
31
32
-3%
31
0%
… On a year-on-year basis, the decrease in our Mobile Phones volumes in the third quarter 2012 was primarily due to the decline in volumes of our lower priced devices that we sell to our customers for below EUR 30. Volumes of our higher priced devices also declined, partially offset by volumes of our newly launched Asha full touch smartphones.
On a sequential basis, the increase in our Mobile Phones volumes in the third quarter 2012 was primarily due to volumes of our Asha full touch smartphones. In addition, volumes of our devices that we sell to our customers for below EUR 30 increased sequentially, whereas volumes of our QWERTY devices declined sequentially.
… On a sequential basis, our Mobile Phones ASP was approximately flat in the third quarter 2012 as higher sales of our lower priced devices that we sell to our customers for below EUR 30 were offset by higher sales of our Asha full touch smartphones which carry higher ASPs.
…
THIRD QUARTER 2012 OPERATING HIGHLIGHT
…
– Nokia announced the Nokia Asha 308 and Asha 309, new additions to the Asha Touch family. The dual SIM Nokia Asha 308 and single SIM Nokia Asha 309 give consumers fast web access at low cost. Nokia also released a new version of Nokia Xpress Browser, which enables up to 90% more efficient mobile browsing and faster access to rich web applications compared to conventional browsers. The Asha 308 and Asha 309 offer a fluid ‘swipe’ user interface and an open environment for third-party application development, characteristics that have earned the complete Asha Touch range full smartphone classification from global market research companies and analysts such as GfK.
– Nokia unveiled Nokia Life+, the latest evolution of its widely-used Nokia Life service. Nokia Life+ is a Web application, which will provide millions of people with valuable information on education, health and “infotainment” topics. Nokia Life+ will be supported by the Nokia Asha 308 and Nokia Asha 309 smartphones alongside a wide range of Nokia mobile phones.
…
Nokia Asha 308 – Ready for everything [nokia YouTube channel, Sept 27, 2012]
Nokia expands Asha Touch range to offer consumers smarter Internet experiences [press release, Sept 22, 2012]
… Nokia estimates the retail price for the Nokia Asha 308 and Nokia Asha 309 to be about USD 99, excluding taxes and subsidies, with shipping expected to start in the fourth quarter 2012. …
… In addition … Nokia introduced a new web-based tool that makes it even easier to build new applications. With Nokia Xpress Web App Builder, publishers can create appealing web apps for Asha Touch devices, and even novices can turn their web content into a fun and sophisticated web app for Nokia consumers. … Xpress Web App Builder is available at xpresswebapps.nokia.com
Introducing the Nokia Asha 309 [nokia YouTube channel, Sept 24, 2012]
Major improvements over the previous Asha Touch 305 and 306 as per the detailed specifications comparison:
- Capacitive Multipoint-Touch vs Resistive Multipoint-Touch
- 64 MB RAM / 128 MB ROM vs. 32 MB RAM / 64 MB ROM
allowing max user storage of 20 MB vs. 10 MB - Camera focus range of 60 cm to infinity vs. 100 cm to infinity
- Video recording frame rate of 13 fps vs. 10 fps
- Bluetooth 3.0 +A2DP vs. Bluetooth 2.1 +EDR
while in some specification offering less, the most important one is:
- GSM talk time is up to 9 hours vs. 14 hours
(with the same BL-4U 3.7V 1110 mAh battery)
Came to India: Nokia Launches Asha 308 And 309; Prices Start From Rs 6200 [US$ 116] [TechTree, Oct 18, 2012]
Asha positioning vs. Lumia and Android, see: The BGR Show – Nokia’s Smartphones Guru [iamOTHER YouTube channel, Aug 9, 2012]:
[3:19] First of all what we’re working on with Windows Phone is to take it as low end price point as we possibly can. Having said that, the Nokia Asha devices have really been developed with the emerging market consumer in mind. We’ve brought a lot of smartphone like features to the user interface, as well as investing in making access to the Internet possible for consumers who have real affordability constraints, for data compression in our browser etc. We are working to continue to invest there so that Asha is a relevant competitor to the lowest end Android devices. [4:05]
Nokia Feature Phone To Dominate While Smart Phone To Fade: India Key [analysis by Seeking Alpha, Aug 12, 2012]
With the second largest population of any country in the world and the fastest growing mobile device market over the last year; India provides a vast amount of opportunities for Nokia (NOK). While The Microsoft (MSFT) partnership and its subsequent offspring, the Lumina smart-phone, keep garnering all the headlines, the “feature-phone,” will lead this stock out of the abyss!
…
First a little historical background; facing international pressure to liberalize the country’s telecom industry, the Indian government passed the National Telecom Policy of 1994. This resulted in the country being divided into 20 (There are currently 23) telecommunication circles for basic telephony and 18 circles for mobile services; each circle represented a geographic region in which a particular telecom operator would provide service. An auction was held to determine which telecom operator would receive a spectrum license for each circle; the license gave them the exclusive right to provide service for that spectrum within the specified area. A similar spectrum auction has been held each time a new wireless spectrum (2G/3G/4G) was introduced over the past two decades. To this end, on May 2010, an auction was held for 3G spectrum licenses and resulted in exorbitant prices being paid by a majority of the country’s largest operators, “The Indian 3G spectrum auctions ended after 34 days, 183 rounds and prices close to $15 billion.”
…
Having spent such a significant amount for the licenses, these 7 operators were left with little additional capital to invest in 3G infrastructures; instead the majority focused their efforts on extracting revenue from the established 3G circles. As a result, many of the largest towns and significant pockets of the largest cities are still void of 3G coverage and this spotty service is greatly hindering the willingness of people to adopt 3G technology.
…
In a country with a very low per capita income and arguably the most cost-conscious consumers in the world, most are unwilling to pay significantly more for 3G services.
Nokia Asha 305 Price in India 2012 14th August valid in Bangalore, Hyderabad, Chennai,Mumbai and Delhi: Best Price: Rs. 4350 [US$ 78]
The Asha 305 was recently compared (Nokia’s masquerade [BGR, Aug 13, 2012]) to S Mobility’s (Spice Mobility’s) entry-level Android phone Mi355 “Stellar Craze” because of:
Spice is one of the new crop of Nokia’s lethal rivals in Asia, a nimble Indian upstart vendor that blindsided Nokia with its broad selection of dual-SIM phones in 2011 when Nokia still relied on a single-SIM product range.
Stellar Craze Asha 305 Weight 120g 98g Thickness 13mm 13mm 3G support Yes No Camera 5 Mp 2 Mp Display size 3.5″ 3″ Pixel count 480×800 240×400 Pixel density 266 155 Screen type Capacitive Resistant Dual-SIM Yes Yes Price in India Rs 6,600 [US$ 119] Rs 4,600
Nokia’s Asha 305 is in most ways far cruder device than the Stellar Craze. But it weighs less, looks sleek and has a snappy new UI. And in most parts of India, the lack of 3G support is not a problem.
Over the next four quarters, Nokia’s battle for survival is going to be waged in the streets of Rio De Janeiro and Mumbai, where blue-collar consumers will compare the Asha 305 to devices like Stellar Craze. Will they accept a sleek feature phone with a 3-inch screen and a low price that represents a big improvement in display and software quality over the previous budget phones? Or will they spend 40% more to reach for an Android device like the Stellar Craze, with four times the pixel count, 3.5G support and a fancy 5-megapixel camera?
S Mobility Q4 & FY12 Investor/Analyst Conference Call Transcript [May 16, 2012] is providing more insight into the entry-level Android smartphone market in India:
Pranav Kshatriya, Brics Securities, India
Big players like Samsung and LG are focusing lower end of smart phones pricing their Android phone in the Rs. 6,000 and Rs. 7000 [US$ 108 and US$ 126] category and is it really possible to give good quality handsets at a price which is lesser than that? Or how do you see the valid proposition for your smart phone as against the multinationals that are collaborating with Google and then launching their handset?
Sanjeev Mahajan, CEO of Spice retail
I think we can answer this in 2 parts, one we can try and give a retail perspective to it. I ask my colleagues to add their perspective from a Spice Mobile point of view.
The market is moving towards the price point that you talked about. So now you have a wide series of offerings for android phones in the range of Rs. 5,500 to Rs.6000 [US$ 99 to US$ 108]. In India, if value is at the bottom of the pyramid, over time you will find the shift on the smart phone category towards a lower price point. Now having said that, I don’t think there will be a drastic change. You would find smart phones at Rs.6,000 or so but in my assessment you will not find smart phones at about Rs.
More about that:
– Spice Mobility Launches Stellar, Stellar Horizon and Stellar Craze, Ice Cream Sandwich to boot [June 7, 2012]
– Spice to Launch India’s First ‘Secure Android’ Handset Range [May 16, 2012]
End of updates
This quite remarkable achievement is coming amongst the deepest drop in Nokia devices quarterly performance, as well illustrated by the diagram below. Compare the YoY numbers over the last two years, and read the official Nokia explanations given for the last Q2 quarter (shown in red):
Source: Nokia Corporation, Quartely results as of July 19, 2012
Source: YCharts as of July 23, 2012
The related financial higlights for the last Q2 quarter (reported on July 19, 2012) were as follows:
– Net sales were 4.0 billion Euro, down 5 percent sequentially and 26 percent year over year
– Non-IFRS gross margin in Q2 was 18.1 percent, down 630 basis points sequentially primarily due to the recognition of approximately 220 million EURO of inventoryrelated allowances* in Smart Devices
– Non-IFRS OPEX was 1.1 billion Euro, down 3 percent on a sequential basis and 14 percent year over year
– Non-IFRS operating margin was negative 9.1 percent in Q2 down sequentially from a negative 3.0 percent in Q1
* Nokia: “In Q2, we recognized approximately EUR 220 million of allowances in Smart Devices related to excess component inventory, future purchase commitments and an inventory revaluation. These allowances relate to our Smart Devices product, that is, Lumia, Symbian as well as MeeGo. Because our internal sales outlook is now lower, we believe we will not be able to use some of the components which we already have on our books, as well as components we have committed to purchase. In addition, we have reduced the carrying value of some of our inventory.”
Note: There is a simultaneous substantial reduction in the Mobile Device segment. The whole next gen operating system effort, code-named Meltemi has been killed. See: Nokia scraps phone software to conserve cash: sources [Reuters, July 26, 2012]. It goes as far as Nokia Beijing Institute began layoffs [First Financial Daily, Shanghai, July 26, 2011]. But it is an important remark in that article, that “layoffs mainly involved in the forward-looking technology departments and R & D personnel, and is not responsible for the outside world said S30 and S40 mobile phone R & D and assume Windows Phone Handset R & D tasks of R & D center in China.”
Regarding Nokia’s long-term competitiveness Stephen A. Elop, Nokia CEO made the following remarks to the analysts [July 19, 2012]:
During the second quarter, we demonstrated stability in our feature phone business. Our Mobile Phones Q2 volumes of more than 73 million were up quarter-on-quarter. During the quarter, we introduced new innovations to our feature phones such as Mail for Exchange, low-end full touch devices and very affordable multi-SIM devices. The feature phone market remains an attractive market, and we plan to improve our competitiveness and profitability in this space by further developing Series 40 and Series 30 devices.
In our Smart Devices business, we continue to see increased consumer support for Lumia and the Windows Phone ecosystem. Last week, a Nielsen survey confirmed how satisfied Nokia Lumia 900 owners in the U.S. are with their devices. The Lumia 900 earned a Net Promoter Score of 63 with 96% of owners extremely or somewhat satisfied and 95% willing to recommend the device to others. Through all of this, we are learning about new feature requirements that we plan to bring the market to improve our global consumer satisfaction. These results are no doubt enhanced by the progress that developers are making with applications. We were pleased to announce that the Windows Phone ecosystem has exceeded 100,000 applications.
Most importantly, we are seeing progress in our Lumia numbers. We sold 4 million Lumia devices in Q2, which is up from about 2 million in Q1, with growth driven by the expanded availability of the Lumia 900 and the Lumia 610 across markets. As we look ahead, we expect the launch of Windows 8 for PCs and tablets, plus the launch of Windows Phone 8, to be a catalyst for Lumia. Windows Phone 8 will share the same Metro user experience and the core operating system technologies as Windows 8, providing a similar platform for developer applications across devices. As Microsoft shared, the look and feel of the Lumia interface is to become familiar to millions of people through PCs, tablets and Xbox consoles. Plus, we anticipate that Microsoft will launch a bold and aggressive marketing campaign for Windows 8, which we believe will have a halo effect for Lumia. And as the lead mobile partner for Microsoft, we plan to deliver competitive smartphones with Windows Phone. We intend to broaden the price point range of Lumia devices to price points both higher for better gross margins and lower for volume. Additionally, we are investing in new materials, new technologies and location-based services for a great consumer experience.
For existing Lumia devices, we have already started the pattern of updates including WiFi tethering, flip to silence, media content streaming and exclusive applications like some from Zynga. As we anticipate the upcoming release of Windows Phone 8, we have worked with Microsoft on a release for existing devices. We are planning for all 4 Lumia devices to receive an update with some Windows Phone 8 features like the new start screen, like core camera experiences and updates to Nokia Drive, Nokia Transport and Nokia Music. This is one example of our continued commitment to enhance the existing Lumia products over time even after Windows Phone 8 ships.
However, to prepare developers for the new Windows Phone platform, Microsoft announced the Windows Phone 8 platform in June. As a result, we anticipate some impact to our Lumia business in Q3, although Lumia activations have been flat to up in the weeks following the announcement of Windows Phone 8. Thus, leading up to the introduction of the Windows Phone 8 products, we plan to introduce tactical measures and promotional campaigns. As we do throughout any product life cycle, we plan to pursue traditional marketing and promotional activities to encourage the adoption of Lumia devices.
We are committed to Windows Phone as our primary smartphone strategy. We have learned that it takes tremendous amount of work to break through as the third ecosystem, and we are viewing the launch of Windows 8 and Windows Phone 8 as an important moment in this journey.
These remarks show clearly (look even at the difference in the amount of remarks that are devoted to Asha vs Lumia in the above) that there is change now, with Less focus on feature phones while extending the smartphones effort: further readjustments at Nokia[on this Experiencing the Cloud blog, June 25, 2012] which had the following topics discussed:
- Speculations about Nokia
- Nokia and the Windows Phone Summit
- Nokia Q&A conference for financial analysts and investors, June 14, 2012
- Nokia announcements, June 14, 2012
- Scalado acquisition
- Asha Touch family of mobile devices
The last one gave detailed information about the new Asha Touch products from which I will highlight the following here:
These latest phones have been designed to provide an incredibly rich, smartphone-like experience to consumers who want to be set free from excessive data consumption costs and short battery life.
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The new devices take full advantage of the Nokia Browser 2.0, a major recent update which uses Nokia’s cloud technology to reduce data consumption by up to 90%, meaning that consumers can enjoy faster and cheaper internet access. Web sites load up to three times faster in comparison to devices without cloud-accelerated browsing, making it simple for users to find and select from more than 10,000 web apps available for download. They deliver a richer and more interactive consumer experience whilst using less data than a stand-alone internet connected app.
Consumers can easily stay connected with friends and family at the touch of a button as well as share files and links across their social networks. Furthermore, the Nokia Browser’s Download Manager feature helps consumers to manage external content easily, saving music, video or pictures on a memory card, while surfing the internet.
The Asha family is also getting positive support from developers and consumers. Nokia Store has just broken the 5 billion downloads landmark. From January to April, 42% of all content downloaded from Nokia Store was delivered to Asha and other Nokia devices based on the Java ecosystem. Just one year ago, that number was 10%. Also, there are 410 Nokia developers with apps which have achieved more than 1 million downloads. India Games and Pico Brothers just passed 100 million [each].
As well as providing a great, social online experience, the Nokia Asha 305, Asha 306 and Asha 311 have been created with entertainment in mind. All users will receive an exclusive gift of 40 EA games to download for free* and keep forever. These games range across action, arcade and sports, and include titles such as Tetris®, Bejeweled®, Need for Speed(TM) The Run and EA SPORTS(TM) FIFA 12. The Nokia Asha 311 also comes with 15 levels of Angry Birds pre-loaded onto the phone, perfect for making the most of the touchscreen and 1GHz processor.
*Data costs may apply.
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The estimated retail price for Nokia Asha 305 is EUR 63 [US$ 79] and it’s expected to start shipping in the second quarter of 2012. The estimated retail price for Nokia Asha 306 is EUR 68 [US$ 85]. The Nokia Asha 311 has an estimated retail price of EUR 92 [US$ 115]. Both devices are expected to start shipping in the third quarter of 2012. Above mentioned prices exclude taxes and subsidies.
From this should be quite obvious that the Less focus on feature phones while extending the smartphones effort: further readjustments at Nokia [on this Experiencing the Cloud blog, June 25, 2012] statement in the title of that previous post should not be interpreted in a kind of simplistic way. Let’s quote Elop on that from the analyst call yesterday:
Sandeep Deshpande – JP Morgan Chase & Co, Research Division
Could you possibly talk about the products that you plan and when the new products will be launched for this, the low end market, which is where you’re seeing some of the problems in China for instance? And how do you see yourself positioning in that market? Is it on price? Or is it the difference with Windows Phone 8that you’re going to position yourself on?
Stephen A. Elop
So thanks. I can’t give you comments on specific products and announcement dates and so forth. But we have signaled very clearly that it is our intention to introduce products at lower and lower price points, and the plans are well advanced in that direction.
In terms of positioning in those lower-priced markets, it is the case that Windows Phone itself, as well as what we contribute as Nokia, are the principal source of differentiation. We do intend to present them as a different experience that we believe is superior, particularly on some of the topics that are of interest, not only all over the world but very heavily an emerging markets, things like social networking. And that doesn’t necessarily mean Facebook in a number of these markets. There’s a number of other environments or social environments that people are using. And clearly, we’ve demonstrated some of that with the early launch of products into countries like China, but you’ll see a lot more of that going forward.
The other thing I’d highlight as well here is on the Mobile Phones side, it is the case that just at the end of Q2, we introduced a new family of Asha full touch products. Too early to call sales results because they’re just moving into channels and so forth, just beginning the sales process. But for a number of people in those emerging markets, at the right price point, which may be below what a smartphone is selling for traditionally, they’re getting smartphone-like capability including Internet access, social networking access and a variety of other capabilities like our proxy browser [see explanation for that further down, related to the MWL topic], all designed to reduce total cost of ownership for those devices.
So it’s partially about Lumia devices coming down but also recognizing in what we traditionally call the feature phones space smartphone-like capability being introduced more and more.
… [much later, in response to a question about “too much and ‘asymetric’ reliance on Microsoft”] … as it relates to shaping our own destiny, we have substantial ability to shape what we’re doing, what devices, what incremental software we build in and around Windows Phone, as well as other platforms, including our Mobile Phones platform, including our location-based assets and so forth. …
And indeed as early as in the first half of July the first Asha Touch device, Asha 305 came to the market: second week of July to Pakistan, third week to India etc. (also available almost everywhere now, including Europe). The market of crucial importance for Nokia now is obviously India, where the brand new product is sold already as low as US$ 72 (INR 3,967) while on Nokia India on-line shop it is advertised for US$ 85 (INR 4668) vs. US$ 91 (INR 5,029) of list price. This is showing clearly that Nokia has quite a big price elasticity potential for the new Asha Touch products!
Stephen Elop made it quite obvious in his remarks yesterday that:
For Q3, with limited near-term visibility, we are providing guidance that has a conservatively broad range. We believe there are several drivers that could move us into the upper part of the expected range. As noted in our press release today, these include: continued improvements in Mobile Phones including strong sales of our Asha full touch products, which were just introduced to market at the end of Q2; lesser impact on Lumia sales during the transition to Windows Phone 8, which would lead to more normal demand for products; and better-than-expected progress against our structural cost savings actions.
On the cost side of the new Asha Touch devices I will further elaborate in a companion post (specifically investigating the “ultra low, manufacturing cost” aspect of them), and will only go through the “superior” User Experience (UX) question in detail here. For that let’s see first a video demonstration:
Nokia Asha 311 touchscreen phone [TheBestOfUppropfdr YouTube channel, July 12, 2012]
Then is the first detailed review from Pakistan as well. This is worth to watch because also showing that people used to review Android smartphones could quite underestimate the power of this new user experience: Nokia Asha 305 – Full Review (Most Indepth) [DrTech0logy YouTube channel, July 12, 2012]
What this reviewer is right:
Nokia Asha 305 and 306 are not worth buying, the touch screen is awful, as it is a resistive touch screen, Nokia X2 is the best in this price.
Referring to the question put on her facebook site:
Can you tell me which is a good phone in the price 8,000 to 8,500???
She is also noting in the same thread that:
… we can’t play youtube videos we can only download them …
how’s the video quality and max length of video you can shoot? Wait for Nokia Asha 311 to come out..
[Indeed, before making premature product conclusions wait for the significantly better in those, and even other respects Asha 311 with a capacitive touch screen, Gorilla glass, 1 GHz processor, 3.5G instead of 2.75G of the 305/306, VGA video etc.!]
These are also told in her review video, where the general conclusion, nevertheless, is that this entry Asha Touch device is a good one for that price. [Plus consider the quite large price elasticity aspect (mentioned earlier) Nokia built into as well!] Nowhere, however, she is reviewing the device from the overall user experience point of view.
So let’s examine that in more detail, first with another video from the next to the previous source which is clearly evaluating the UX aspect aspect as well:
Nokia Asha 311 [TheBestOfUppropfdr YouTube channel, July 12, 2012]
It is worth to add to that some technical documentation evidence:
UX overview [a section in the Essentials part of Series 40 Full Touch Design Guidelines, June 8, 2012]
Series 40 Full Touch UI
- Intuitive, fast, and enjoyable to use.
- Flexible and relevant personalisation to fit your style; have your favourite apps on My page.
- Visually appealing; clear and eye-catching graphics and transitions in compact size.
- Familiar and trustworthy UI, building on Series 40 UI heritage.
The lock [or title] screen is the topmost layer of the UI that people first see when the screen has been waken up. Lock screen is visible when the phone is in locked mode. Its main purpose is to prevent any accidental interactions with the phone while it’s not being used. A swipe gesture from any edge of the screen unlocks the phone and moves to the screen that was active before the phone was locked. On lock screen, people see the current time and date, the status of the phone, and notifications about incoming events at a glance. Lock screen is only displayed in portrait mode.
Figure 1. Unlocking the screenHome screens
There are three home screens: My page, App launcher, and My app. People can swap between home screens by swiping or flicking horizontally.
Figure 2. Home screens: My page, App launcher,
and My app (in this case, dialler)My page:
- Can be personalised by the user.
- Contains favourite contacts and shortcuts to apps.
- Editing the content can be triggered with a long press on the screen.
- Time and date is always visible on My page.
- Tapping on the time opens Alarm clock.
- Tapping on the date opens the Calendar.
- My page can be scrolled vertically.
App launcher:
- Shown at the end of the start-up process.
- Shown when the user has exited an app by pressing end key.
- Contains all phone apps, on one single page.
- Also downloaded apps are placed here.
- The user can reorder the icons by pressing and holding the screen to activate the edit mode.
My app:
- Three possible apps to have here; dialler, music player, or radio.
Opening and closing apps
On home screen, apps can be simply tapped to open.
The notification baris accessible throughout the UI, but only in portrait orientation. The notification bar is a dynamic zone from which people can always access shortcuts, core functions, ongoing events and missed events. Any new notification takes the top position of the list as the most recent one. When open, the bar accommodates 3 rows of information with notifications and direct links to apps.
Figure 3. Notification bar with new activity, notification bar
after time-out, and open notification barApps are closed with the back navigation path, or by pressing the endkey.
Figure 4. Open an app with a tap. Close it from the Back icon.
Return to the home screen where you opened it from.
More information:
other sections in the Essentials part of Series 40 Full Touch Design Guidelines:
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other parts of Series 40 Full Touch Design Guidelines:
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Series 40 UI Component Demos [Nokia Developer project summary, July 20, 2012]
This simple example application demonstrates the basic use of LCDUI [Limited Connected Device User Interface] components. The example is meant for both designers and developers: designers get an impression of how the components actually look on the device and developers learn how to use the LCDUI UI components. The application does not have an engine or further meaning. The texts are “lorem ipsum” and icons are simple thumbnails or images.
Please check the Series 40 Full Touch Design Guidelinesfor more information.
Considering Metro UI or Panorama Style on Series 40 Full touch devices for designing UI [wiki article of a Nokia Developer project, started on July 16, 2012, not finished as of July 20]
Introduction
Above picture shows an abstract panorama page. I guess you all used panorama applications on Windows Phone, Nokia Lumia. We use the same concept, but we need to consider the limitations of device like memory, processing power and optimization should be kept in mind.
Designing
UI Components
You need to create all these UI components in canvas on your own, using images and drawing on them. How about painting button on mobile, doesn’t sounds good.LCDUI Canvas
You can think of an instance of canvas as an artist’s canvas on which you draw images that might include text.
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Nothing is Impossible with S40 Full touch UI API
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Get Inspired and Start Working
UI components [a section in the Essentials part of Series 40 Full Touch Design Guidelines, June 12, 2012]
The UI components listed below are the Java components available with full touch styling. Please read the LCDUI Overviewfor a structural overview of the offering.
UI stencils
Series 40 full touch visual design stencils are a collection of realistic user interface views and components. The stencils can be used to create mockups which are close to the final visual result. With this set you can create more refined concepts for presentations to stakeholders. The set contains Nokia fonts and drawing files representing the Java components for Series 40 full touch. The visual design stencils are available for Adobe Illustrator CS5, Adobe Fireworks CS5, and Inkscape version 0.48 or above.
DOWNLOAD: Series 40 full touch visual design stencils
When creating icons for your application, please see theicon creation guidelines and the Nokia icon toolkit.
Java UI components
With such a superior UX design foundation comes an advanced SDK and a full fledged IDE for Java developers:
Introduction to the Nokia SDK 2.0 for Java [nokiadevforum YoTube channel, June 25, 2011]
Introduction to the Nokia IDE (Beta) for Java ME [nokiadevforum YoTube channel, June 25, 2011]
New tools unleash the potential of Nokia Asha Touch phones [Nokia Developer News, June 25, 2012]
Beta releases of Nokia SDK 2.0 for Java and Nokia Web Tools 2.0 are now available. These new Series 40 development tools are your route to realising the extended Series 40 opportunity created by the introduction of the Asha Touch phones.
Nokia SDK 2.0 for Java
In addition to the usual tools — documentation, APIs, and an emulator — the Nokia SDK 2.0 for Java contains our first full featured, customised IDE. Based on the Eclipse platform, Nokia IDE for Java will streamline your development activities, with features such as the Device SDK Manager, Nokia specific JAD attribute editor, and a range of code templates.Listening to user feedback we know that in the past developers have been frustrated with trying to find the right SDK for Series 40 development. With Nokia SDK 2.0 for Java, we are introducing the Nokia SDK Manager. From within the Nokia IDE for Java you can now specify a phone, screen size, form factor, or feature and instantly get a list of the SDKs supporting your choice. The SDK or SDKs can then be installed immediately, right from within the IDE.
Among the code templates you will find one with everything you need to implement an app with in-app purchasing capabilitiesand the JAR attribute editor makes targeting you app package at Series 40 phones simple and straightforward.
Finally, there are a number of updates to the SDK that are designed to take advantage of new features being introduced in Series 40 Touch. There is an updated Nokia UI API that gives you features such as multi-point touch and an implementation of the Mobile Sensor API (JSR-234). The emulator has been updated too with an orientation simulator, the integration of Nokia Mapsinto the location simulator, and useful links built into the emulators menu.
Nokia Web Tools 2.0
Series 40 web apps are the best way to deliver great experiences to Series 40 users that leverage your existing web assets. With the release of Nokia Web Tools 2.0 you now have the ability to enhance those experiences with features such as file upload and download, password management, and the addition of in-app advertising to your web apps. In addition, there are several improvements in HTML and CSS support, enabling you to deliver richer UIs.Nokia Web Tools 2.0 enables you to code web apps that take full advantage of these features, and test them on your computer — Nokia Web Tools 2.0 is available for Microsoft Windows, Apple Mac OS X and Ubuntu Linux. The Web App Simulator offers support for the full-touch screen resolution and has been updated to provide a more phone-accurate rendering of web apps.
Within the Web Developer Environment there have been a range of improvements such as enhanced validation — which is now tailored to Series 40 supported HTML, CSS, and JavaScript APIs. There is also a wider range of templates, examples, and code snippets to get you started with common web app content layouts and interaction paradigms, such as sharing on social networks and file transfers. While small, improvements such as keyboard shortcuts and incremental uploads will help speed up your development.
Series 40 represents the single largest opportunity for you to deliver Java and web apps to mobile consumers worldwide. The introduction of Nokia Asha Touch phones delivers these users a near smartphone experience and the updated tools enable you to take full advantage of this in your apps. With accelerating download rates, there has never been a better time to target Series 40.
Indiagames, Psiloc and Liverpool FC have already used these tools to create apps for the new Asha Touch phones and share their experiences in this video:
This video provides an insight into how developers from around the world are taking advantages of the Java and web apps technology in the Nokia Asha Touch phones to deliver great experiences to their users. Hear Indiagames, Psiloc, and Liverpool FC and InfoMedia explain the benefits of developing for the Series 40 Developer Platform and the success they have achieved. Also discover how the latest tools — Nokia SDK 2.0 for Java and Nokia Web Tools 2.0 — have aided with development. Create your Java and web apps for Asha Touch phones:http://www.developer.nokia.com/series40
Psiloc create World Traveler for Asha Touch using the latest Java tools from Nokia Developer [nokiadevforum YoTube channel, June 25, 2011]
In addition to the support given to the Java developers the opportunity is a great now to web developers as well. They can develop rich and responsive, true smartphone-like web applications for the new Asha Touch devices:
MinesFinder [wiki article of a Nokia Developer project, July 19, 2012]
This article explains how to write a highly responsive Series40 WebApp. It uses a Minesweeper clone as example.
Note: This is an entry in the Asha Touch Competition 2012Q3
Introduction
If you are writing a Series 40 Web App, you are prepared to cater for the low end of mobile phones. Knowing that the devices which will run your app are very basic should not stop you from trying to deliver a high-end user experience. It is more the other way around, knowing that those phones have limited capabilities should encourage you to use every trick to provide your user with a premium feeling.
In my eyes user experience (UX) has three big topics:
- Function – what does the app do, how bug-free is it, etc…
- Design – how does the app, and the UI, look
- Responsiveness – how does it feel using the app, how fast is it
Of course, there fields have no 100% hard borders. They affect each other and you have to think about all aspects, but I will concentrate on number 3, the responsiveness. And within this part, I concentrate on the speed of the application. To be even more concrete, I’ll talk about reducing these so called “browser round-trips”.
Reducing those round-trips has the highest priority if you try to speed up your app. A round-trip takes almost as much time as opening the app. If the user has to wait 2-3 seconds after every single click the does, he won’t be very satisfied with the experience. In addition, every round-trip is a possible point of error. If the user has a bad internet connection, a round-trip can break the app.
To make sure that this is not only gray theory, I created a Minesweeper clone, MinesFinder. You can find the source in the Nokia Project . I try to get it into the Nokia Store. Until then you can visit [[1]] with your Nokia Browser to play it.
You can play the game without a single round-trip. You can flag fields, dig for mines, get a “You Loose” message if you hit a mine and a “You Win” message if you have flagged all mines correctly. In addition there is a counter, showing how many flags you have already planted.
1. Use MWL [Mobile Web Library, explanation see below] where ever you can.
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2. Use JavaScript like a server-side scripting language.
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3. Use CSS instead of program logic.
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Summary
The Nokia Web Tools, the Mobile Web Library and the Nokia Browser are highly capable tools which enable you to create very responsive apps for a very big audience. But you have to master MWL and you have to think sometimes outside of the box.Using MWL where ever you can, using JavaScript like a server-side scripting language and moving on-demand logic into CSS and the app start will reduce your server round-trips and increase the responsiveness of your application.
Gallery
Main game view.
Settings and info screen.
Cheat mode activated.
You loose.
You win.
Overview – Web Developer’s Library [Nokia Developer library page, June 19, 2012]
This topic contains the information you need to develop web applications on the Series 40 platform. Web apps for Series 40 run on mobile phones that lack the processing power and memory to run a conventional browser directly on the device. Therefore, the web browser for Series 40 devices, known as the Nokia Browser for Series 40, has two parts: the web app client and the proxy server.
Developers can create interactive applications using web standards such as XHTML, cascading style sheets (CSS), W3C widgets, and the JavaScript™ programming language. You can easily make rich, interactive pages that run well even on devices with limited resources.
Nokia Browser for Series 40 is a distributed (or proxy-based) web browser that supports full web page rendering on devices with limited processing power and memory, such as some Series 40 devices. On the phone, there is a small browser called the Nokia Browser for Series 40 Client. On a Nokia server, a larger browser application (called the Nokia Browser for Series 40 Proxy server, or simply the server) processes browsed web pages and runs web apps. The server does most of the processing for the handset client, and it communicates with websites on behalf of the client. The server sends the client optimised web page data, reduced in size to be easier to transmit to and process on the phone. The client has a JavaScript library called MWL (Mobile Web Library), which contains code to support application-like interaction on the device. MWL processing should normally be the only JavaScript that executes on the handset.
The following figure shows the Nokia Browser for Series 40 environment.
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Liverpool FC Match & News Centre app: web apps for Asha Touch [nokiadevforum YoTube channel, June 25, 2011]
This is really showing that Nokia’s strategy for “the next billion” based on software and web optimization with super low-cost 2.5/2.75G SoCs [this Experiencing the Cloud post, Feb 14 – April 23, 2012] had already been technically implemented with these Asha Touch devices. A couple of relevant excerpts from that post showing clearly the company’s new direction which have already been in works during the last 17 months:
Historically, feature phones have been primarily used for calling and text messaging, while smartphones – with the aid of their more capable operating systems and greater computing power – have provided opportunities to access the Internet, navigate, record high-definition video, take high-resolution photographs, share media, play video games and more. 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.
… 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.
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In Mobile Phones, we have renewed our strategy to focus on capturing volume and value growth by leveraging our innovation and strength in growth markets to provide people with an affordable Internet experience on their mobile device – in many cases, their first ever Internet experience with any computing device. Almost 90% of the world’s population lives within range of a mobile signal, yet there are around three billion people who do not own a mobile device. Of those who do own a mobile device, fewer than half use it to access the Internet for a number of reasons ranging from personal choice and affordability to the lack of an available Internet connection. We recognize that there is a significant opportunity to bring people everywhere affordable mobile products which enable simple and efficient web browsing, as well as give access to maps and other applications and innovations.
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We acquired Smarterphone, a Norwegian company that brings new user interface technology and expertise to Nokia. We’ve increased download rates from feature phones to more than 4 million a day by improving store access and payment schemes and adding new apps like Whatsapp, Foursquare and EA. … And we delivered a new proxy browser, and we’re now bringing the browser and web apps down to super low-end devices.
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Cavaiani is talking about technology Nokia bought from his former firm, Novarra, and is now using in the browsers of the company’s four new Series 40 (S40) Asha phones. The new S40 browser, like Silk and Opera Mini, is a proxy browser: it uses servers around the world to download content and compress it before the content gets sent to your phone.
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Nokia’s approach is a bit different from both Opera’s and Amazon’s. Opera’s servers ingest entire Web pages and send them to phones as static documents in Opera’s own markup language, OBML.v
From what we know of Amazon Silk, the browser on Amazon’s as-yet-unreleased Kindle Fire tablet, it combines a full browser on the Fire with algorithms that pre-fetch pages on Amazon’s cloud servers, and also compresses images and stores them at Amazon.
Nokia’s new browser starts with a basic HTML browser on the Series 40 phones. Nokia’s servers look at desktop Web pages and boil down or remove more complex content, for instance parsing and executing JavaScript and resolving CSS into more basic HTML, Cavaiani said. They also reduce the quality (and the size) of images. There’s no Flash support.
The browser is able to handle dynamic pages that only reload part of the page at a time when the user presses a button. The browser also has deep access to the phone’s hardware, which is different from Opera Mini.
“We can also inject services into the browser. The latest browser introduces a geo-location API, so now that’s open to developers to create geo-location apps,” he said.
The browser even supports widgets, dynamic overlays that can perform actions on Web pages like sharing them on Twitter or translating them into a different language.
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”Traditionally, proxy-based browsing has offered users a very limited experience, because such browsers typically do nothing more than paint content provided by a proxy. This has changed, with Nokia Browser for Series 40 support for Series 40 web apps. Using Mobile Web Library, the Nokia Browser for Series 40 client can execute JavaScript code in web apps. This code makes it possible to create interactive user interfaces and graphical transitions to deliver users beautiful web experiences. Now web designers and developers can deliver compelling application experiences to users at low cost — both in terms of development effort and user data charges.
With the latest version of the Series 40 browser, Series 40 web apps can now go even further by offering users location aware web apps and the ability to send SMS messages. Location features leverage the network-based location capabilities of Series 40 phones for accurate and timely location information. In addition, performance has been enhanced further with images embedded in a web app now cached on the user’s phone for faster page loads and refreshes. ”
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Web apps are small games and applications that you can purchase, or download for free using Ovi Store on your mobile phone. With web apps you can access content from well-known global brands, or the local brands you know and love. Once downloaded, apps are permanently saved within Nokia Browser, so they’re always easy to find and super fast to load. And because web apps are specially optimised for your phone, they provide a beautifully clear and simple way to access your favourite content.
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Nokia Browser 2.0 makes use of cloud-based servers which adapt standard web pages so that they perform better on Nokia Series 40 devices. Since web pages are compressed and cached in the cloud, end users can access web sites in a manner which is faster and requires significantly less data to be sent over their mobile network. For pay-per-use contracts this will result in more cost-effective browsing, while users on an operator data plan will be able to do more web surfing without exceeding their monthly usage limits.
The new version reduces data consumption by up to 90%, meaning that consumers can enjoy faster and cheaper internet access. Web sites load up to three times faster in comparison to devices without cloud-accelerated browsing and consumers will also benefit from a number of other enhanced capabilities.
From the first look, consumers are easily able to discover new web content and enjoy one-click access to top, local sites via the Nokia Browser’s inviting and intuitive start page. We have optimized the browser to enable users to easily stay connected with friends and family at the touch of a button as well as to share files and links across social networks. The new and improved Download Manager helps consumers to manage external content easily, saving music, video or pictures on a memory card, while surfing the internet.
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The browser includes a revamped, modern user experience that makes it simple to find, install and use interesting web apps that offer a richer, more desktop-like internet experience. Launched in mid-2011, the Nokia Browser is the first browser of its kind to support web apps, and now boasts a catalogue of more than 10,000 of the latest apps. Several publishers have experienced over a million downloads in a matter of months, demonstrating strong consumer demand.
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Last year, while media attention focused on the launch of the new Nokia Lumia phones, McDowell was laying the groundwork for the expansion of Nokia’s next billion strategy.
A major part of McDowell’s strategy has been moving away from the idea that Series 40 devices were a “low-end business cash cow” towards smarter, aspirational, phones for everyone:
“We’ve planted the seeds for Series 40. These are not the dumb phones…they are as smart as possible. In reality, the distinction between a smart phone and a feature phone is fairly technical, and when a consumer thinks about a smart phone they think about accessing the internet, downloading apps, anice display… and these are all things we can, and do, deliver with Series 40,” says McDowell.
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“In Europe and the US we download data without thinking very much about the cost, but in growing economies it is a huge issue. With the Nokia Browser you can get a full internet experience, with very clever cloud compression technology to make that experience affordable.”
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Nokia is celebrating selling 1.5 billion phones by looking to the future. … “What we are trying to do is a radical thing. We sometimes forget that half the world’s population does not have a phone. So, celebrating 1.5 billion is great, but it’s backward looking. What we want to say is – we are only half way to where we are going.”
…
“For a lot of people Series 40 is the first time they’ve ever had access to the internet or a computer. And the story of connecting those people is a huge story, because it will change the world.”
Series 40 began in the late 1990s in flagship devices [first was the Nokia 7110, developed in 1999], sold at fairly high prices to western customers, Vasara said. That has now been transformed into a range that is now selling in huge numbers in high growth economies, at a fraction of the cost.
“The people who buy these phones – and who will be buying these phones – are ambitious, and very aware of technology. They’re young, urban and what we call ‘hyper-social’. In other words, they know what the best of the best is – and we have to deliver a product that is state of the art and affordable.”
…
The future of Series 40 will be more about the services that you want in your “neighbourhood” – in your own language, delivering information that “feels very local.” Part of that will be working with developers to develop more Series 40 apps.
With all that Nokia had been turbocharging the aging S40 platform for developers in terms of expressiveness, power and development efficiency. The company had already indicated the strategic importance of it in Nokia 2011 fiscal year report [looong PDF, March 8, 2012] in the following way:
In the Mobile Phones business … we plan to drive third party innovation through working with our partners to engage in building strong, local ecosystems. [p. 90, as part of the strategy for the trend: Increasing Importance of Competing on an Ecosystem to Ecosystem Basis]
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. [p. 91, as part of the strategy for the trend: Increased Pervasiveness of Smartphones and Smartphone-like Experiences Across the Price Spectrum]
In the Mobile Phones business, we believe our competitive advantages – including our scale, brand, quality, manufacturing and logistics, strategic sourcing and partnering, distribution, research and development andsoftware platforms and intellectual property – continue to be important to our competitive position. Additionally, we plan to extend our Mobile Phones offerings and capabilities during 2012 in order to bring a modern mobile experience – software, services and applications – to aspirational consumersin key growth markets as part of our strategy to bring the Internet and information to the next billion people. At the same time, we plan to drive third party innovation through working with our partners to engage in building strong, local ecosystems. [p. 91, as part of the strategy for the trend: Increasing Challenges of Achieving Sustained Differentiation and Impact on Overall Industry Gross Margin Trends]
By … focusing on driving operator data plan adoption in lower price points with our feature phone offering, we believe we will be able to create a greater balance for operators and provide attractive opportunities to share the economic benefits from services and applications sales compared to other competing ecosystems, thereby improving our long-standing relationships with operators around the world. [p. 93, as part of the strategy for the trends in: Supply Chain, Distribution and Operator Relationships]
Creating a winning ecosystem around our Location & Commerce’s services offering will be critical for the success of this business. The longer-term success of the Location & Commerce business will be determined by our ability to attract strategic partners and developers to support our ecosystem. Location & Commerce is aiming to support its ecosystem by enabling strategic partners and independent developers to foster innovation on top of their location platform. We believe that making it possible for other vendors to innovate on top of Location & Commerce’s high quality location-based assets will further strengthen the overall experience and make our offering stronger and more attractive. [p. 97, as part of the strategy for the trend: Increasing Importance of Creating an Ecosystem around Location-Based Services Offering]
Therefore, such a local partnering strategy had already been in the works some time and quite successfully, as proven by the testimony from probably the largest and most successful local S40 development partner (with 800 million subscribers, mostly in India):
Indiagames talks about their experience developing Java games for Asha Touch [nokiadevforum YoTube channel, June 25, 2012]
And quoting Gondal:
[2:46] The one piece of advice I can give developers is that content and platforms are very-very local. And while there might be certain pieces of content which may suddenly be global hits, it’s very important for you to look at each market individually, and design and develop for that content. [3:05]
Such an advice is well supported by the strategies and achievements of the company:
Indiagames achieve 100 Million Downloads on Nokia Store with games content focused on India [nokiadevforum YoTube channel, June 25, 2012]
More information on leading Nokia developers:
– Pico Brothers, an only two-people Finish company, are the second developers to achieve 100,000,000 downloads, reaching the milestone just two weeks after UTV Indiagames. The company’s strategy for success has involved delivering simple, clever apps that provide short bursts of entertainment. Apps like ‘Milk the Cow’, ‘Talking Hamster’ and ‘Flashlight Extreme’ are Pico Brothers apps that deliver instant fun and utility. They mostly monetize their applications in UK, France and Germany. See: Pico Brothers join the 100 million club [Nokia Developer News, May 4, 2012]
– Inode Entertainment, a 10 people Mexican company, is the third developer to achieve the one hundred million download milestone via Nokia Store. It was one of the first publishers in the Nokia Store, has been developing games since 2006, and its portfolio spans Symbian, Series 40, S60, and Symbian 3 (and soon Windows Phone). Most of Inode’s apps are free, but if it feels it needs to price them, it aims for the 99-cent mark. It is developing for several markets exploiting the potential for that in the Nokia Store. See: Gaming for the Masses: Inode Entertainment Joins the One Hundred Million Download Club [Nokia Developer News, June 25, 2012] as well as Inode Entertainment passes 100 million downloads in Nokia Store [Nokia Conversations, June 26, 2012] and Inode Marketing Videos [inodeEntertainment YouTube channel, May 6, 2011]:
Recently Inode began targeting the latest Asha Touch phones as well [nokiadevforum YouTube channel, July 23, 2012]:
Current (June 28, 2012) Nokia Store Data (note that Lumia apps are in the Windows Phone Marketplace):
– Globally, there more than 120 million registered Nokia Store customers
– Nokia Store offers more than 120,000 apps, and currently drives more than 15 million download requests per day
– Nokia Store has over 100,000 content items available for Series 40 devices, and nearly 25,000 content items targeting Nokia Asha devices specifically, which take advantage of Asha’s more advanced features.
– To date, Nokia Store has driven more than 5 billion cumulative downloads (Series 40 devices accounted for 13% of the first billion, and 42% of the last billion)
– Nokia Store offers operator billing supported by 145 operators, across 52 markets
– 80% of Nokia Store traffic converts to a download
– Apps are No. 1 among paid-for and free downloads
– Nokia Store available in 190+ countries, of which 90% in local language
– 411 developers have achieved more than 1M downloads through Nokia Store, while 63 have achieved 10M or more, 28 with 25M or more, 9 with 50M or more, and 3 developers have now passed the 100M downloads milestone – namely UTV IndiaGames (IN), Pico Brothers (FL) and Inode (MX)
– See: Nokia Developer – Global reach statistics
Apple’s Consumer Computing System: 5 years of “revolutionary” iPhone and “magical” iPad
Updates: The real threat that Samsung poses to Apple [ASYMCO, Dec 7, 2012]
– iPhone 3GS Prices Lowered Down To Rs 9,999 [US$ 179] in India [iPhone Help, July 20, 2012]
– Fighting Android, The Apple iPhone Strategy [Only Gizmos, July 21, 2012]
There was a 5 years anniversary of iPhone on June 29. This product and the adjacent iPad (called “revolutionary” and “magical”, subsequently, by the vendor itself) skyrocketed Apple to previously unbelievable heights in company valuations by the stock market:
Apple Stock Price Reaches All-Time High [NewsyHub YouTube channel, April 12, 2012]
Transcript by http://www.newsy.comBY VICTORIA CRAIGANCHOR JIM FLINKAll three major stock indeces fell triple digits by the end of Tuesday’s trading day. But one individual stock price surged — reaching a mark only one other stock has managed to do…ever. Phoenix’s KNXV has the details.“The world’s most valuable company is now worth even more. Apple computers’ value is now more than $600 billion based on its stock price. Its shares are up almost 60% since the beginning of the year.”Apple’s price hit a daytime high of $644 in the morning. PC Advisor explains why this mark is nearly unprecedented.“The stock price rose to $644 in the morning, and then fell back to $629 by midday. Only one other company has reached the $600 billion value: Microsoft on Dec. 30, 1999, was valued at $619 billion. Today, its value is $260 billion..”Adjusting for inflation, Microsoft’s 1999 total would be today’s equivalent of about $800 billion. In total, Apple stock has risen 58 percent on the year…and it didn’t take long for the stock to cross the threshold from $500 billion to $600 billion. The Wall Street Journal explains the stock’s journey to the top and what it means for the NASDAQ. |
“To put the rally in perspective, it took Apple only 28 trading days to add $100 billion in value as Apple first crossed $500 billion on Feb. 29. In comparison, only 24 members of the S&P 500 have market capitalizations above $100 billion.”So what’s the reason behind the rally? A writer for Pad Gadget.com explains it’s more than just it’s mobile devices, citing…“… Apple’s intentions to initiate a dividend and share repurchase program starting later this year plus the usual anticipation over potential new products. Most consumers and investors alike are waiting on the edg[e] of their seats to see what television-related product Apple has waiting in the wings, with the expectations all quite high that it will be equal parts amazing and marketable.”Nifty new gadgets aside, what’s next for Apple? Will it continue its climb or fall back…retracing the steps of its biggest competitor? A contributor for CNBC says Apple’s stock is overbought and growth from here will likely slow. But another analyst disagrees and speculates big movement for the stock.“Some of the analysts are saying that we could see a trillion dollar market cap figure in a calendar year 2014. I think we might actually see that a little earlier. For me, I think there are still some very positive catalysts around this stock. Expecting the iPhone 5 during the summer.”Early in the trading day Wednesday, Apple’s stock price was up almost 7 points, reaching a value of $635. |
There were several articles about that fundamental change, most importantly:
Business Insider articles:
– Apple Stock vs Google Stock Since The Launch Of The iPhone [June 30, 2012]
– 9 Fascinating Facts About Apple’s Stock [May 21, 2012]
– THE EXPERTS SPEAK: Here’s What People Predicted Would Happen When The iPhone Came Out… [June 29, 2012]
– 10 Things You Didn’t Know About The Birth Of The iPhone [June 27, 2012]
– Yes, You Should Be Astonished By Apple … [April 25, 2012]
Other noteworthy articles:
– The Untold Story: How the iPhone Blew Up the Wireless Industry [Wired Magazine, Jan 9, 2008]
– Apple’s stock is getting creamed by Verizon and AT&T [CNNMoney, May 9, 2012]
– I declare independence from Apple [BetaNews, July 4, 2012]
– Apple’s injunction stopping Galaxy Nexus sales is shameful [BetaNews, June 29, 2012]
– Appeals court delays Galaxy Nexus ban [Android Central, July 6, 2012]
– Nine Reasons You Should Boycott Apple [David Amerland, July 7, 2012]
– Android vs. iOS: A Developer’s Perspective [July 5, 2012]: The architecture of Android is just plain BETTER. They don’t restrict what you can do and there always seems to be a good tutorial to follow telling you exactly how to do the exact crazy thing that you want to do. As far as the languages go, I don’t really have a preference for Obj-C vs. Java. They both do the job pretty well. I still don’t quite have my head wrapped around ARC, but that’s a post for another day.
– China’s smartphone market grows 164%, Apple’s iOS takes 17.3% share [Apple Insider, July 9, 2012]: Even without availability on China’s largest mobile provider, the iPhone’s market share in China has grown form 9.9 percent a year ago to 17.3 percent in the June quarter. … stems from the launch of the iPhone on China Telecom this year. … the company has yet to forge a partnership with China Mobile, the largest wireless provider in the world with more than 650 million subscribers. Reports have suggested that Apple’s next iPhone will add compatibility with China Mobile’s proprietary wireless network. Apple’s 17.3 percent share in China was well behind Google’s Android platform, which dominated with 69.5 percent of smartphones sold in the country. Apple took second place, while Nokia finished in third with an 11.2 percent share.
– Building and dismantling the Windows advantage [the Asymco blog, July 2, 2012]
…
If we consider all the devices Apple sells, the whittling becomes even more significant and the multiple drops to below 2. Seen this way, Post-PC devices wiped out of leverage faster than it was originally built. They not only reversed the advantage but cancelled it altogether.Considering the near future, it’s safe to expect a “parity” of iOS+OS X vs. Windows within one or two years. The install base may remain larger for some time longer but the sales rate of alternatives will swamp it in due course.
The consequences are dire for Microsoft. The wiping out of any platform advantage around Windows will render it vulnerable to direct competition. This is not something it had to worry about before. Windows will have to compete not only for users, but for developer talent, investment by enterprises and the implicit goodwill it has had for more than a decade.
It will, most importantly, have a psychological effect. Realizing that Windows is not a hegemony will unleash market forces that nobody can predict.
Now let’s see how that has come about in terms of market volume and technological improvements:
– 6/29/2007: iPhone, iPod touch (ARM 1176JZ(F)-S @412 MHz, 128MB, PowerVR MBX Lite, GPRS/EDGE 2.5G for iPhone, 3.5” display of 480 × 320 pixels, 2MP)
– 7/11/2008: iPhone 3G (the same except 3.6 Mbps UMTS/HSDPA) & App Store
– 6/19/2009: iPhone 3GS (the same except ARM Cortex-A8 @600 MHz, 256MB, PowerVR SGX535, 7.2 Mbps UMTS HSDPA, 3MP camera)
– 4/03/2010: iPad (ARM Cortex-A8 @1 GHz, 256MB, PowerVR SGX535, 9.7” display of 1024×768 pixels, WiFi [+3G])
Currently marketed devices (all use iOS 5.x which cannot be used on earlier iPhone and iPhone 3G, so those are not iCloud capable), in addition to iPhone 3GS ($330+ unlocked in US, but $179+ in India since July 20, 2012) which is also marketed:
– 6/24/2010: iPhone 4 (ARM Cortex-A8 @800 MHz, 512MB, PowerVR SGX535, 3.5G 5.76 Mbps HSUPA, 3.5” Retina display of 960 x 640 pixels, 5MP camera), $550+ unlocked
– 3/25/2011: iPad 2 (ARM Cortex-A9 @1 GHz, 512MB, PowerVR SGX543MP2, 9.7” display of 1024 x 768 pixels, WiFi [+3.5G HSUPA]), $350+
– 10/24/2011: iPhone 4S (dual-core ARM Cortex-A9 @800 MHz, 512MB, PowerVR SGX543MP2, 4G LTE, 3.5” Retina display of 960 x 640 pixels, 8MP camera), IOS 5 (Notification Center, iMessage and Newsstand … 1,500 new APIs) & iCloud (store music, photos, apps, contacts, calendars, documents and more in the cloud, keeping them up to date across all your devices via the cloud), $790+ unlocked
– 3/16/2012: New, 3d generation iPad (dual-core ARM Cortex-A9 @1 GHz, 1GB, PowerVR SGX543MP4, WiFi [+4G LTE], 9.7” Retina display of 2048 × 1536 pixels), $500+
Note that in April 2012 the under $200 (unlocked) Android smartphones came quite close to the capabilities of the iPhone 4S thanks to Boosting the MediaTek MT6575 success story with the MT6577 announcement [June 27, 2012]. Only the SGX531 GPU of MT6577 is a significant deficiency against that of SGX543MP2 used in the iPhone 4S. As a consumer computing system Google was also able to match Apple with the Nexus 7: Google wanted it in 4 months for $199/$245, ASUS delivered + Nexus Q (of Google’s own design and manufacturing) added for social streaming from Google Play to speakers and screen in home under Android device control [June 28, 2012].
Wikipedia is the best source of detailed technical and other information (by far), except that of iCloud currently (so find a better source of information on that given in sections of this post):
List of iOS devices |
iPhone |
iPad |
iPod touch |
iOS |
iCloud |
iTunes |
iTunes Store |
iBooks |
iTunes Ping |
AirPlay |
AirPort |
Apple TV |
App Store (iOS) |
FairPlay |
Book:Apple Inc. |
iLife |
iWork |
Safari |
History of the iPhone |
In addition I compiled a 5 years of “revolutionary” iPhone and “magical” iPad [June 29, 2012] PDF document from all related Apple press releases for that period. In it there are the following sections:
– Product ramp-up and momentum
– The strongly related iTunes Store momentum during these 5 years
– Essential Device Announcements
– All related Apple press releases
In addition there are document bookmarks included everywhere for easy navigation around the whole 129 pages long compound document.
Note: Official specifications for iPhone, iPad, iPod touch and Apple TV you can find under the URLs just given.
Finally I have further information in this blogpost specifically compiled in order to represent the Apple iOS based consumer computing solution as a system since, in my view, that is one of the most important aspects of this 5 years anniversary which is not represented anywhere else at the moment:
1. Overall picture at the moment (video-based)
2. Current iPhone and iPad products (video-based)
3. Earlier products (video-based)
4. iCloud
5. iTunes
6. App Store
1. Overall picture at the moment:
Apple — Special Event — June 11, 2012 [Apple YouTube channel, June 30, 2012]
2. Current iPhone and iPad products:
Apple – iPhone 4S – TV Ad – Joke [Apple YouTube channel, May 23, 2012]
Apple – Introducing iPhone 4S [Apple YouTube channel, Oct 6, 2011]
Apple – Introducing iOS 5 [Apple YouTube channel, June 6, 2011]
Apple – The new iPad – TV Ad – Do It All [Apple YouTube channel, June 18, 2012]
Apple – Introducing the new iPad [Apple YouTube channel, March 8, 2012]
Apple – Introducing the iPad Smart Cover [Apple YouTube channel, March 2, 2011]
3. Earlier products:
Official Apple iPhone 4 Video [June 7, 2010]
iPhone 3GS ads all in one. Official Apple Commercials spots HQ [Glarand YouTube channel, Sept 29, 2011]
HQ Apple WWDC 2009 Keynote – NEW iPhone 3GS [MicrositeSolutions YouTube channel]
Talking Tech: Apple’s new iPhone 3GS [USATODAY, June 17, 2009]
ALL iPhone 3G official Ads… Collected&Edited in One Video HQ [hsmmgg YouTube channel, March 21, 2009]
WWDC 2008 News: iPhone 3G makes its debut [CNETTV YouTube channel, June 9, 2008]
[HD] Steve Jobs – 2007 iPhone Presentation ( Part 1 of 2 ) [UG3Genki YouTube Channel]
[HD] Steve Jobs – 2007 iPhone Presentation ( Part 2 of 2 ) [UG3Genki YouTube Channel]
iPad 2 Official Introduction Video [March 2, 2011]
Apple iPad: First TV Commercial [March 8, 2010]
Apple iPad Official Video [1080p HD] [Jan 27, 2010]
4. iCloud [Apple microsite, June 6, 2011]:
It’s the easiest way to manage your content. Because now you don’t have to.
Apple – Introducing iCloud [Apple YouTube channel, Oct 4, 2011]
iTunes in the CloudYour music, movies, and TV shows. Wherever you want them.You never know when you’ll suddenly be in the mood to listen to a favorite song, rewatch a classic movie, or share that hilarious sitcom episode with a friend. With iCloud, you can have iTunes automatically download new music purchases to all your devices the moment you tap Buy. You can also access past music, movie, and TV show purchases from any of your devices — wirelessly and without syncing.1Learn more about iTunes in the Cloud1.Automatic downloads and downloading previous purchases require iOS 4.3.3 or later on iPhone 3GS or later, iPod touch (3rd and 4th generation), or iPad; iOS 5 on iPhone 4 (CDMA model); or a Mac or PC with iTunes 10.3.1 or later. Previous purchases may be unavailable if they are no longer in the iTunes Store, App Store, or iBookstore. Downloading previous movie purchases requires iTunes 10.6, iOS 5 or later, or Apple TV software 4.3 or later. Not all previously purchased movies are available for downloading to your other devices. Download iTunes 10.6 free.iTunes MatchIf you want the benefits of iTunes in the Cloud for music you haven’t purchased from iTunes, iTunes Match is the perfect solution. It lets you store your entire collection, including music you’ve imported from CDs. For just $24.99 a year.2Learn more about iTunes Match2.iTunes Match requires iOS 5.0.1 on iPhone 3GS or later, iPod touch (3rd and 4th generation), or iPad, or a Mac or PC with iTunes 10.5.1. Limit 25,000 songs. iTunes purchases do not count against limit. Access to some services is limited to 10 devices. |
Photo StreamSnap. And it’s everywhere.With Photo Stream, you can take a photo on one iOS device and it automatically appears on all your other devices, including your Mac or PC. Import new pictures to your computer from a digital camera, and iCloud sends copies over Wi-Fi to your iPhone, iPad, and iPod touch. You can even view recent photos on your big-screen TV via Apple TV. There’s no syncing, no email attachments, no file transfers. Your pictures are just there — on whichever device you happen to have handy.Learn more about Photo StreamDocuments in the CloudStart here. Finish there.You can create amazing documents and presentations on your iPhone, iPad, and iPod touch. And now with iCloud, you can keep your work up to date across all your iOS devices. You don’t have to save your work or transfer any files. Your documents — with all your latest edits — automatically appear everywhere. iCloud is already built into Apple iOS apps like Keynote, Pages, and Numbers. It can also work with other iCloud-enabled apps. So you can do things like create a spreadsheet on your iPad and make edits to it on your iPhone. Or start sketching on your iPod touch and add the finishing touches on your iPad at home.Learn more about Documents in the Cloud |
AppsAll your apps. Always at hand.If you have an iPhone, iPad, or iPod touch, you have apps. And you probably download new ones all the time. iCloud lets you automatically download new app purchases to all your devices at once. So the app you need is always right where you need it. If an app you bought previously isn’t on one of your devices, not to worry. You can download it again from your purchase history — at no additional charge.1Learn more about apps |
iBooksAll your devices are on the same page.Buy a new book from the iBookstore, and iCloud makes sure it appears everywhere — your iPhone, iPad, and iPod touch. So if you have to put it down, you can pick it back up on another device, in exactly the same place. In addition to the best seller you’re glued to at the moment, the iBooks app keeps a list of titles you’ve read before. And just like with apps, you can download them again to any of your devices.1 |
Calendar, Mail, and ContactsUp-to-date everything.iCloud stores all the stuff you can’t live without — your calendars, email, and contacts — and keeps it up to date across all your devices. Say you delete an email, add a calendar event, or change some settings. iCloud makes all your changes everywhere. Same with your notes, reminders, and Safari bookmarks.Learn more about Calendar, Contacts, and Mail |
BackupiCloud saves the day.iCloud backs up your iOS device daily over Wi-Fi when it’s connected to a power source. From your Camera Roll and messages to your device settings and ringtones, everything is backed up quickly and efficiently. And since iCloud is built into iPhone, iPad, and iPod touch, you can restore your personal data on a new iOS device or one you already have without using a single cable.3iCloud does it all for you over Wi-Fi. |
Find My FriendsFriend-spotting.For finding your way to the party, keeping track of family at a crowded amusement park, or getting picked up at the airport, Find My Friends is your app.4 You can give friends and family permission to see your whereabouts. And vice versa. When you don’t want to be found, a single switch takes you off the grid. Simple as that.Learn more about Find My Friends |
Find My iPhone, iPad, iPod touch, and MacLost. And found.If checking all the usual spots hasn’t turned up your missing iOS device, Find My iPhone, iPad, iPod touch, and Mac can help.4Just sign in at icloud.com or use the Find My iPhone app on another device to locate yours on a map, display a message on its screen, remotely set a passcode lock, or initiate a remote wipe to delete your data.Learn more about Find My iPad |
3. Backup of purchased music is not available in all countries. Previous purchases may not be restored if they are no longer in the iTunes Store, App Store, or iBookstore. |
4.Find My Friends and Find My iPhone enable you to locate iOS devices only when they are on and connected to a registered Wi-Fi network or have an active data plan. |
iCloud requires iOS 5 on iPhone 3GS or later, iPod touch (3rd and 4th generation), or iPad; a Mac computer with OS X Lion; or a PC with Windows Vista or Windows 7 (Outlook 2007 or 2010 or an up-to-date browser is required for accessing email, contacts, and calendars). Some features require a Wi-Fi connection. Some features are not available in all countries. Access to some services is limited to 10 devices. Map data © 2012 Google. © 2012 Google. Map data © 2012 Google.
Apple – iCloud – Coming Soon [page on the iCloud microsite, June 11., 2012]:
iCloud is about to get even better. With the launch of Mountain Lion this July and iOS 6 in the fall, iCloud gets brand-new features for iPhone, iPad, iPod touch, Mac, and PC.
Safari. Keeps tabs on your web pages.
iCloud Tabs show the web pages you have open on all your other devices, so you can see all your pages on your iPad, iPhone, iPod touch, and Mac, and pick up browsing wherever you left off. Safari now saves web pages — not just links — in your Reading List. So you can get caught up on any device, even when you can’t connect to the Internet. 11. Offline Reading List will be available on iPhone 4 or later and iPad 2 or later.2. Shared Photo Streams requires iOS 6 on iPhone 4 or later or iPad 2 or later, or a Mac computer with OS X Mountain Lion. An up-to-date browser is required for accessing shared photo streams on the web. |
Shared Photo Streams. Share select photos with a select audience.
Now you can share just the photos you want, with just the people you choose. Simply select photos from the Photos app, tap the Share button, choose who you want to share your photos with, and they’re on their way. Friends using iCloud on an iOS 6 device or a Mac running Mountain Lion get the photos delivered immediately in the Photos app or iPhoto. You can even view shared photo streams on Apple TV. If the folks you’re sharing with aren’t using an Apple device, they can view your photos on the web. People can like individual photos and make comments. And you can share as much as you want: Your shared photo streams don’t count against your iCloud storage, and they work over Wi-Fi and cellular.2 |
Find My Phone. Stay on the trail of your iPhone.
It happens. You misplace your iPhone, or your iPad, or your iPod touch. Luckily, iOS 6 and iCloud now offer Lost mode, making it even easier to use Find My iPhone to locate and protect a missing device. Immediately lock your missing device with a four-digit passcode and send it a message displaying a contact number. That way a good Samaritan can call you right from your Lock screen without accessing the rest of the information on your device. And while in Lost mode, your device will keep track of where it’s been and report back to you any time you check in with the Find My iPhone app.3 |
Find My Friends. Good friends aren’t hard to find.
Find My Friends is a great way to share your location with people who are important to you. Family and friends who share their locations with you appear on a map so you can quickly see where they are and what they’re up to. And with iOS 6, you can get location-based alerts — like when your kids leave school or arrive home. Find My Friends can also notify others about your location, so you can stay connected or keep track of the ones you love.3.Find My iPhone and Find My Friends enable you to locate iOS devices only when they are on and connected to a registered Wi-Fi network or have an active data plan. |
5. iTunes [Apple microsite, Oct 4, 2011]:
Apple – iTunes – Your media on your Mac, PC, iPod, iPhone, and iPad.
Apple iPhone 4 TV Ad iPod + iTunes [Apple YouTube channel, Aug 2, 2011]
[iTunes app]Play, buy, and end enjoy your music, movies, TV shows, apps, and more. Everywhere.iTunes is a free application for your Mac or PC. It lets you organize and play digital music and video on your computer. It can automatically download new music, app, and book purchases across all your devices and computers. And it’s a store that has everything you need to be entertained. Anywhere. Anytime. |
iTunes PlayerWhere listening, watching, and playing start.iTunes lets you enjoy all your music, movies, videos, and TV shows on your Mac or PC. When you want to watch or listen to something, you no longer have to look through your CDs or flip through channels — just go to your computer and open iTunes. With your entire media collection in your iTunes library, you can browse everything faster, organize it all more easily, and play anything whenever the mood strikes.Learn more about the iTunes player |
iTunes StoreThe world’s #1 music store. And more.Music is just the beginning. You can also rent or buy blockbuster movies, buy HD episodes of your favorite TV shows, shop for books, and download apps for your iPhone, iPod touch, or iPad. Subscribe to free podcasts about anything and everything. For further enlightenment, visit iTunes U and download free lectures, discussions, and lessons from universities and cultural institutions around the globe. You’ll find thousands of hours of entertainment on the iTunes Store.Learn more about the iTunes Store |
iTunes EverywhereiTunes in the Cloud.With iTunes in the Cloud, you can wirelessly download your content to all your devices, regardless of which device you used to purchase it. Your new music, apps, and books just appear — automatically. And you can view your purchase history to choose the TV shows you want to download.1 Effortlessly. Learn more1. Automatic downloads and downloading previous purchases require iOS 4.3.3 or later on iPhone 3GS or later, iPod touch (3rd and 4th generation), iPad, or iPad 2; iOS 5 on iPhone 4 (CDMA model); or a Mac or PC with iTunes 10.3.1 or later. Previous purchases may be unavailable if they are no longer in the iTunes Store, App Store, or iBookstore. Download iTunes 10.6 free. |
Learn more about iTunes everywhereA match made in iCloud.With iTunes Match, you can store your music collection in iCloud, including songs you’ve imported from CDs. And you can play them on any iPhone, iPad, iPod touch, Apple TV, Mac, or PC — all for just $24.99 a year.2 Learn more2. iTunes Match requires iOS 5.0.1 on iPhone 3GS or later, iPod touch (3rd and 4th generation), iPad, or iPad 2, or a Mac or PC with iTunes 10.5.1. Limit 25,000 songs. iTunes purchases do not count against limit. Access to some services is limited to 10 devices. |
Music’s in the house.AirPlay lets you stream music throughout your whole house — wirelessly. AirPlay wireless technology is integrated into many speaker docks, AV receivers, and stereo systems. So you can enjoy your entire iTunes library. Every song and every playlist. In any room, anytime. [Learn more][Remote is a free, fun, and easy-to-use app that turns your iPhone, iPad, or iPod touch into a remote control. So wherever you are in your house, you can control your computer’s iTunes library and your Apple TV with a tap or flick of a finger. Learn more] |
Features are subject to change. Access to some services is limited to 10 devices. See www.apple.com/legal/itunes/ww/ for more information.
The iTunes Store is available only to persons age 13 or older in the U.S. Requires compatible hardware and software and Internet access (fees may apply). Terms apply. See www.apple.com/itunes/what-is/store.html for more information.
Available on iTunes. Title availability is subject to change.
More information:
– iTunes Match puts your whole music library in iCloud. [Apple’s Inside iTunes blog, Jan 16, 2012]
– Get Books On iTunes, the iBookstore, and the App Store [Apple’s Inside iTunes blog, April 18, 2011]
– iTunes 10.3 Now Includes iBookstore [Apple’s Inside iTunes blog, June 8, 2011]
– iBooks 2 brings new Multi-Touch textbooks to iPad [Apple’s Inside iTunes blog, Jan 30, 2012]
– New features in iBooks 2.1. [Apple’s Inside iTunes blog, March 26, 2012]
– New iTunes U app delivers online courses to mobile devices. [Apple’s Inside iTunes blog, Feb 6, 2012]
– Movies now available on iCloud. [Apple’s Inside iTunes blog, March 19, 2012]
– New Categories make browsing Newsstand’s offerings easier. [Apple’s Inside iTunes blog, May 25, 2012]
Apple – iPhone 4S – Keep yourself entertained at the iTunes Store. [Apple product page, Oct 3, 2011]
iTunes
Millions of ways to stay entertainedYou’re in a coffee shop and you hear a song you just have to have. Or you’re at the airport, wishing you had a good movie to watch. Just go to iTunes. Find all the new music, movies, TV shows, and podcasts you want. Then download it all wirelessly, right to your iPhone. Wherever you happen to be. |
Explore the store.Browse New Releases, Top Tens, and Genres. If you know exactly what you’re looking for, type in a quick search. Play a preview of any song or video, then tap to buy it.1 With millions of songs and thousands of movies, TV episodes, and music videos in the iTunes Store — and a huge selection in HD — you’re sure to find something you’ll love.1. Downloads over 50MB require a Wi-Fi connection. |
The Tone Store.
|
iTunes Ping. Stay in the know.Follow friends to find out what music they’re listening to, buying, and recommending. Catch up with your favorite artists and see if they’re playing near you. That way, you’ll never miss another show. You can even see which of your friends are planning on going, too.Learn more about Ping |
iTunes in the Cloud.When you buy music from iTunes, iCloud automatically downloads it to all your devices over Wi-Fi or a cellular network. So everything new appears everywhere — on your iPhone, iPad, and iPod touch. You can also browse your purchase history and choose specific songs, albums, movies, or TV shows to download again at no additional cost.2 Sign up for iTunes Match and you can access all your other music from iCloud — including music you’ve imported from CDs. For just $24.99 a year.32. Automatic downloads and downloading previous purchases require iOS 4.3.3 or later on iPhone 3GS or later, iPod touch (3rd and 4th generation), or iPad; iOS 5 on iPhone 4 (CDMA model); or a Mac or PC with iTunes 10.3.1 or later. Previous purchases may be unavailable if they are no longer in the iTunes Store, App Store, or iBookstore. Downloading previous movie purchases requires iTunes 10.6, iOS 5 or later, or Apple TV software 4.3 or later. Not all previously purchased movies are available for downloading to your other devices. Download iTunes 10.6 free.3. iTunes Match requires iOS 5.0.1 or later on iPhone 3GS or later, iPod touch (3rd and 4th generation), or iPad, or a Mac or PC with iTunes 10.5.1 or later. Limit 25,000 songs. iTunes purchases do not count against limit. Access to some services is limited to 10 devices. |
Apple – iPod touch – Browse and buy anytime you want with iTunes.[Apple product page, Oct 3, 2011]
iTunes
Your DJ-slash-cineplex-slash-TV and more.You could be anywhere — in line for your “fixes everything” fruit smoothie or just lounging in the quad — when it hits you. There’s a song you need by a band you love, a TV show you missed, or a movie you just have to see, right then and there. Enter iTunes on iPod touch. |
Get your entertainment fix on the fly.Access the iTunes Store over Wi-Fi and you can discover new music from millions of songs. Buy or rent movies. Buy TV shows. Or find free podcasts. Browse New Releases, Top Tens, and Genres. If you know exactly what you’re looking for, type in a quick search. Play a preview of any song or video, then tap to buy it. It downloads right to your iPod touch, making you the master of long waits. |
iTunes in the Cloud.When you buy music from iTunes, iCloud automatically downloads it to your other devices over Wi-Fi or a cellular network. So everything new appears everywhere — on your iPod touch, iPhone, iPad, Mac, or PC. You can also browse your purchase history and choose songs, albums, movies, or TV shows to download again at no additional cost.1 Sign up for iTunes Match and you can access all your other music from iCloud — including music you’ve imported from CDs. For just $24.99 a year.2 Learn more about iCloud |
1. Automatic downloads and downloading previous purchases require iOS 4.3.3 or later on iPhone 3GS or later, iPod touch (3rd and 4th generation), or iPad; iOS 5 on iPhone 4 (CDMA model); or a Mac or PC with iTunes 10.3.1 or later. Previous purchases may be unavailable if they are no longer in the iTunes Store, App Store, or iBookstore. Downloading previous movie purchases requires iTunes 10.6, iOS 5 or later, or Apple TV software 4.3 or later. Not all previously purchased movies are available for downloading to your other devices. Download iTunes 10.6 free.2. iTunes Match requires iOS 5.0.1 or later on iPhone 3GS or later, iPod touch (3rd and 4th generation), or iPad, or a Mac or PC with iTunes 10.5.1 or later. Limit 25,000 songs. iTunes purchases do not count against limit. Access to some services is limited to 10 devices. |
Now you have a following.Ping your friends and follow each other to find out what music everyone loves, buys, and recommends. You can even follow your favorite artists and see who they follow. And when they’re playing a show near you, Ping tells you which friends are up for going. |
iTunes U hones your know-it-all skills.Discover iTunes U on your iPod touch and download some knowledge. You’ll find lectures, discussions, language lessons, audiobooks, podcasts, and more from top universities, museums, and other cultural institutions around the world. |
Genius recommends.With millions of songs and thousands of movies, TV episodes, and music videos in the iTunes Store — and a huge selection in HD — you might need some help finding new favorites. Genius keeps track of what you love and recommends more of the same. |
Shop the new Tone Store.You hear an alert go off — like a new text message or Facebook update — and think, “Is that me?” You check your iPod touch, and it turns out it’s not. It’s the guy with the iPhone across from you. Now you can make your alerts a lot more individual thanks to the Tone Store and iOS 5. Part of the iTunes Store, the Tone Store is where you can download alert tones for just 99¢. Here’s to your supreme uniqueness. |
iCloud requires iOS 5 on iPhone 3GS or later, iPod touch (3rd and 4th generation), or iPad; a Mac computer with OS X Lion; or a PC with Windows Vista or Windows 7 (Outlook 2007 or 2010 or an up-to-date browser is required for accessing email, contacts, and calendars). Some features require a Wi-Fi connection. Some features are not available in all countries. Access to some services is limited to 10 devices.
The iTunes Store is available only to persons age 13 or older in the U.S. and many other countries; see www.apple.com/support/itunes/ww for a list of countries. Requires iTunes, compatible hardware and software, and Internet access; broadband recommended (fees may apply). See www.apple.com/itunes/whats-on/ for more information. Terms apply.
Apple – The new iPad – Amazing iPad apps, built right in. [Apple product page, March 7, 2012]
…
iTunes
Open the iTunes app to shop for thousands of HD movies and TV shows (up to 1080p HD, to be exact) 24/7/365.5 While you’re there, pick up a song or two. There are over 20 million to choose from. And iCloud lets you access your iTunes purchases from every device you use — iPad, iPhone, iPod touch, Mac, or PC.1
…
1. Automatic downloads and downloading previous purchases require iOS 4.3.3 or later on iPhone 3GS or later, iPod touch (3rd and 4th generation), or iPad; iOS 5 on iPhone 4 (CDMA model); or a Mac or PC with iTunes 10.3.1 or later. Previous purchases may be unavailable if they are no longer in the iTunes Store, App Store, or iBookstore. Downloading previous movie purchases requires iTunes 10.6, iOS 5 or later, or Apple TV software 4.3 or later. Not all previously purchased movies are available for downloading to your other devices.Download iTunes 10.6 free.
…
5. Not all purchased movies are available in 1080p HD.
That is for iPad there is no product specific iTunes page!
6. App Store
Apple Answers the FCC’s Questions [Apple, Aug 21, 2009]
We are pleased to respond to the Wireless Telecommunications Bureau’s inquiry dated July 31, 2009, requesting information regarding Apple’s App Store and its application approval process. In order to give the Bureau some context for our responses, we begin with some background information about the iPhone and the App Store.
Apple’s goal is to provide our customers with the best possible user experience. We have been able to do this by designing the hardware and software in our products to work together seamlessly. The iPhone is a great example of this. It has established a new standard for what a mobile device can be—an integrated device with a phone, a full web browser, HTML email, an iPod, and more, all delivered with Apple’s revolutionary multi-touch user interface.
Apple then introduced something altogether new—the App Store—to give consumers additional functionality and benefits from the iPhone’s revolutionary technology. The App Store has been more successful than anyone could have ever imagined. Today, just over a year since opening, the App Store offers over 65,000 iPhone applications, and customers have downloaded over 1.5 billion applications.
The App Store provides a frictionless distribution network that levels the playing field for individual and large developers of mobile applications. We provide every developer with the same software that we use to create our own iPhone applications. The App Store offers an innovative business model that allows developers to set their own price and keep more (far more in most cases) of the revenue than traditional business models. In little more than a year, we have raised the bar for consumers’ rich mobile experience beyond what we or anyone else ever imagined in both scale and quality. Apple’s innovation has also fostered competition as other companies (e.g., Nokia, Microsoft, RIM, Palm and Verizon) seek to develop their own mobile platforms and launch their own application stores.
Apple works with network providers around the world so that iPhone users have access to a cellular network. In the United States, we struck a groundbreaking deal with AT&T in 2006 that gives Apple the freedom to decide which software to make available for the iPhone. This was an industry first.
We created an approval process that reviews every application submitted to Apple for the App Store in order to protect consumer privacy, safeguard children from inappropriate content, and avoid applications that degrade the core experience of the iPhone. Some types of content such as pornography are rejected outright from the App Store, while others such as graphic combat scenes in action games may be approved but with an appropriate age rating. Most rejections are based on bugs found in the applications. When there is an issue, we try to provide the developer with helpful feedback so they can modify the application in order for us to approve it. 95% of applications are approved within 14 days of their submission.
We’re covering new ground and doing things that had never been done before. Many of the issues we face are difficult and new, and while we may make occasional mistakes, we try to learn from them and continually improve.
<then answers to the specific questions>
… Question 5. What other applications have been rejected for use on the iPhone and for what reasons? Is there a list of prohibited applications or of categories of applications that is provided to potential vendors/developers?
If so, is this posted on the iTunes website or otherwise disclosed to consumers?In a little more than a year, the App Store has grown to become the world’s largest wireless applications store, with over 65,000 applications. We’ve rejected applications for a variety of reasons. Most rejections are based on the application containing quality issues or software bugs, while other rejections involve protecting consumer privacy, safeguarding children from inappropriate content, and avoiding applications that degrade the core experience of the iPhone. Given the volume and variety of technical issues, most of the review process is consumed with quality issues and software bugs, and providing feedback to developers so they can fix applications. Applications that are fixed and resubmitted are approved.
The following is a list of representative applications that have been rejected as originally submitted and their current status:
- Twittelator, by Stone Design Corp., was initially rejected because it crashed during loading, but the developer subsequently fixed the application and it has been approved;
- iLoveWiFi!, by iCloseBy LLC, was rejected because it used undocumented application protocols (it has not been resubmitted as of the date of this letter);
- SlingPlayer Mobile, by Sling Media, was initially rejected because redirecting a TV signal to an iPhone using AT&T’s cellular network is prohibited by AT&T’s customer Terms of Service, but the developer subsequently fixed the application to use WiFi only and it has been approved; and
- Lingerie Fantasy Video (Lite), by On The Go Girls, LLC, was initially rejected because it displayed nudity and explicit sexual content, but the developer subsequently fixed the application and it has been approved with the use of a 17+ age rating.
Apple provides explicit language in its agreement with iPhone developers regarding prohibited categories of applications, for example:
- “Applications may be rejected if they contain content or materials of any kind (text, graphics, images, photographs, sounds, etc.) that in Apple’s reasonable judgment may be found objectionable, for example, materials that may be considered obscene, pornographic, or defamatory; and
- Applications must not contain any malware, malicious or harmful code, program, or other internal component (e.g. computer viruses, trojan horses, ‘backdoors’) which could damage, destroy, or adversely affect other software, firmware, hardware, data, systems, services, or networks.”
And we also provide a reference library that can be accessed by members of the iPhone Developer Program that lists helpful information such as Best Practices and How To Get Started.
Question 6. What are the standards for considering and approving iPhone applications? What is the approval process for such applications (timing, reasons for rejection, appeal process, etc.)? What is the percentage of applications that are rejected? What are the major reasons for rejecting an application?
As discussed in the response to Question 5, Apple provides guidelines to developers in our developer agreement as well as on its web site regarding prohibited categories of applications. These materials also contain numerous other provisions regarding technical and legal requirements that applications must comply with, and Apple uses these standards in considering whether or not to approve applications.
Apple developed a comprehensive review process that looks at every iPhone application that is submitted to Apple. Applications and marketing text are submitted through a web interface. Submitted applications undergo a rigorous review process that tests for vulnerabilities such as software bugs, instability on the iPhone platform, and the use of unauthorized protocols. Applications are also reviewed to try to prevent privacy issues, safeguard children from exposure to inappropriate content, and avoid applications that degrade the core experience of the iPhone. There are more than 40 full-time trained reviewers, and at least two different reviewers study each application so that the review process is applied uniformly. Apple also established an App Store executive review board that determines procedures and sets policy for the review process, as well as reviews applications that are escalated to the board because they raise new or complex issues. The review board meets weekly and is comprised of senior management with responsibilities for the App Store. 95% of applications are approved within 14 days of being submitted.
If we find that an application has a problem, for example, a software bug that crashes the application, we send the developer a note describing the reason why the application will not be approved as submitted. In many cases we are able to provide specific guidance about how the developer can fix the application. We also let them know they can contact the app review team or technical support, or they can write to us for further guidance.
Apple generally spends most of the review period making sure that the applications function properly, and working with developers to fix quality issues and software bugs in applications. We receive about 8,500 new applications and updates every week, and roughly 20% of them are not approved as originally submitted. In little more than a year, we have reviewed more than 250,000 applications and updates.
[Visit the App Store] App Store Downloads on iTunes [Apple microsite, Jan 4, 2011]
See also: Apple – iTunes – iTunes Store – Charts [Apple microsite, Sept 1, 2005]
iTunes Store Charts
Music Charts
Choose and Album Chart Choose a Song Chart Top 10 Albums
Top 10 Alternative Albums
Top 10 Blues Albums
Top 10 Classical Albums
Top 10 Children’s Albums
Top 10 Comedy Albums
Top 10 Country Albums
Top 10 Dance Albums
Top 10 Electronic Albums
Top 10 Folk Albums
Top 10 Hip-Hop Albums
Top 10 Jazz Albums
Top 10 New Age Albums
[Top 10 Opera Albums]
Top 10 Pop Albums
Top 10 Reggae Albums
Top 10 Rock Albums
Top 10 R&B/Soul Albums
Top 10 Soundtrack Albums
Top 10 Vocal Albums
Top 10 World AlbumsTop 10 Songs
Top 10 Alternative Songs
Top 10 Blues Songs
Top 10 Classical Songs
Top 10 Children’s Songs
Top 10 Comedy Songs
Top 10 Country Songs
Top 10 Dance Songs
Top 10 Electronic Songs
Top 10 Folk Songs
Top 10 Hip-Hop Songs
Top 10 Jazz Songs
Top 10 New Age Songs
Top 10 Pop Songs
Top 10 Reggae Songs
Top 10 Rock Songs
Top 10 R&B/Soul Songs
Top 10 Soundtrack Songs
Top 10 Vocal Songs
Top 10 World SongsApp Store Charts [Dec 27, 2008]
Choose an App Store Chart Top 10 Apps – Paid
Top 10 Apps – Free
Top 10 Apps – New
Top 10 Apps – Books
Top 10 Apps – Business
Top 10 Apps – Education
Top 10 Apps – Entertainment
Top 10 Apps – Finance
Top 10 Apps – Games
Top 10 Apps – Healthcare & Fitness
Top 10 Apps – Lifestyle
Top 10 Apps – Medical
Top 10 Apps – Music
Top 10 Apps – Navigation
Top 10 Apps – News
Top 10 Apps – Photography
Top 10 Apps – Productivity
Top 10 Apps – Reference
Top 10 Apps – Social Networking
Top 10 Apps – Sports
Top 10 Apps – Travel
Top 10 Apps – Utilities
Top 10 Apps – WeatherAudiobooks Charts [Dec 26, 2008]
…
Movies Charts
…
TV Shows Charts
…
Podcasts Charts [Jan 25, 2007 for Health; July 4, 2009 for others]
…
Note that there is a separate microsite for Apple – Web apps – All Categories [Oct 10, 2007 – Dec 3, 2010] where there are only 5106 apps, and the most recent one is dated back to Dec 3, 2010. These apps are described as:
Apple – Web apps [Jan 15, 2008]
Part fun. Part function
Flick through movie time. Tap on a train route. Scroll thropugh sports scores. Web apps and Multi-Touch make it possible.
The Internet meets Multi-Touch
Web applications — or web apps — combine the power of the Internet with the simplicity of Multi-Touch technology, all on a 3.5-inch screen. iPhone and iPod touch let you easily flick through news on Digg, play Sudoku or Bejeweled with a finger tap, and quickly check movie times, train schedules, and favorite blogs.
Browsing web apps is easy. Just visit www.apple.com/webapps on your iPhone or iPod touch. You’ll find a growing list of over 1700 web apps to flick and scroll through. Browse now
One tap web apps.
When you find a web app you like, you can put it front and center on your Home screen. Just open the web app on your iPhone or iPod touch, tap the plus sign, and then tap “Add to Home screen.” A Web Clip will be added to your Home screen automatically for easy, one-tap access. You have up to nine Home screen pages for all your Web Clips and you can organize them however you like.
[Learn more about apps on iPhone] Apple – iPhone 4S – See apps and games from the App Store. [Apple product page, Oct 4, 2011]
Over 500,000 apps.
For work, play, and everything in between.The apps that come with your iPhone are just the beginning. Browse the App Store to find hundreds of thousands more. The more apps you download, the more you realize there’s almost no limit to what your iPhone can do.
Learn more about the App Store
Apps by Apple
Create and send letterpress cards. Shoot and edit HD movies. Make presentations and spreadsheets.
Learn moreBusiness
Follow the market, pay your bills, and track everything from your time to your gas mileage.
Learn moreTravel
Book that overdue vacation and find the best spots to see before you get there.
Learn moreSports & Fitness
Tone those muscles, drop those extra pounds, and get fit with the help of these apps.
Learn moreSocial Networking
Update your status, share photos and video, and let the world know what you’re up to.
Learn moreNews
Stay in the know as you tap into weather forecasts and breaking news from all over the planet.
Learn moreLifestyle
Find great deals in your neighborhood, cook up the perfect dish, and control everything in your house with iPhone. Learn more
Games
Soar through the air, take the checkered flag, and save the universe from aliens. It’s all in a day’s work.
Learn moreEntertainment
Catch a good movie or shoot one of your own — these apps offer endless hours of satisfaction.
Learn moreEducation
See the world. See the universe. And make it back in time to get your homework done. Learn more
Family & Kids
Read along together, complete puzzles, and make every night family night.
Learn moreMusic
Discover new music, make your own, and turn iPhone into your mobile recording studio.
Learn moreTop iPhone Apps Visit the App Store
Top Paid Apps Top Free Apps Top Grossing Apps 1. …
2. …
3. …
4. …
5. …1. …
2. …
3. …
4. …
5. …1. …
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5. …View all Paid Apps View all Free Apps View all Top Grossing Apps
[Learn more about the App Store] Apple – iPhone 4S – Find over 500,000 apps on the App Store. [Apple product page, Oct 3, 2011]
Every app you download from the App Store makes your iPhone do even more. And with hundreds of thousands of apps to choose from, we mean a whole lot more.
Browse, buy, and
even give apps.Enter the App Store to shop for amazing apps in almost every category: games, lifestyle, social networking, and education, for starters. Many apps are even free. If you’re just browsing, the App Store makes it easy. You can see what’s new in Featured, check out the Top 25, and flick through a few screenshots. Find apps by doing a quick search, then download them from wherever you are.1 Or purchase apps to send as gifts to friends and family. Just use the same Apple ID on the App Store that you use to buy anything on iTunes. It’s that easy. And it’s always safe and secure.
Learn more about apps on iPhoneYour apps in iCloud.
When you buy and download apps from the App Store, you always have access to them, no matter which device you’re using. Because the App Store keeps them in the cloud. So if you bought an app on your iPhone, it can automatically download straight to your iPad over Wi-Fi or 3G and vice versa.2 And if you delete an app from your device, you can always download it again.
Stay up to date.
Developers are constantly improving their apps. When you visit the App Store, the Update icon shows you when an update is available for an app you have. With a tap, you can download the updates either one at a time or all at once. Then you’ll always have the latest versions.
Get recommendations.
With so many apps available, you need an easy way to find new ones to enjoy. That’s where Genius comes in. With just a tap, Genius gives you personalized recommendations for apps you might like based on apps you and others have downloaded. You can also read reviews from other app users and see their ratings, and even add your own.
iCloud keeps the stuff you use every day up to date on all your devices. Like all the amazing apps you download from the App Store. Learn more about iCloud
Camera
HD Video Recording
FaceTime
Messages
Reminders
Phone
Safari
Music
Videos
Photos
App Store
iTunes
Maps + Compass
Game Center
Calendar
Contacts
Find My
iPhoneMore
Built-in Apps
Apple – The new iPad– Explore a world of apps made just for iPad. [Apple product page, Dec 8, 2011]
An app made for iPad is an app like no other. That’s because apps for iPad are designed specifically to take advantage of all the technology built into iPad. And with over 225,000 apps to choose from, there’s no telling where the next tap will take you.
Apps by Apple
Incredible apps designed by the people who designed iPad. Learn more
Business
Manage projects, tap into industry news, and get real-time market quotes. Learn more
Productivity
Stay productive with powerful apps that get the job done in style. Learn more
Education
From learning math to understanding science, iPad apps offer fun, interactive ways to learn. Learn more
Entertainment
Discover great movies and TV shows or create art with a few swipes of your finger. Learn more
Music
Turn iPad into a mobile recording studio or rock any party, anytime. Learn more
Games
Rule the skies, explore worlds unknown, or kick back and solve a puzzle. Learn more
Social Networking
Update your status, share photos and video, and let the world know what you’re up to. Learn more
News
Interact with breaking news from around the world through iPad apps that keep you current. Learn more
Sports
Improve your game, track your team, and discover new ways to stay fit. Learn more
Travel
Find the best deals wherever you’re going. And know the best sights to see before you arrive. Learn more
Newsstand
Enjoy your favorite subscriptions — newspapers, magazines, and more — like never before. Learn more
Lifestyle
Get interior design tips, find new recipes, and get even more out of your favorite hobbies. Learn more
Top iPad Apps Visit the App Store
Top Paid Apps Top Free Apps Top Grossing Apps 1. …
2. …
3. …
4. …
5. …1. …
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3. …
4. …
5. …1. …
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5. …View all Paid Apps View all Free Apps View all Top Grossing Apps
Apple – iPod touch – See games and apps from the App Store. [Apple product page, Oct 4, 2011]
The App Store features over 500,000 apps, many of which are free. That includes over 100,000 game and entertainment titles — more than any other platform. And you can go head-to-head with millions of other gamers on Game Center. No wonder iPod touch is the world’s most popular portable game player. You’ll wish you had more fingers.
Apps by Apple
Get one-tap access to podcasts. Create and send letterpress cards. Shoot and edit HD movies. And more. Learn more
Music
Make your own radio station, create your own beats, and turn iPod touch into your personal recording studio. Learn more
Games for Gamers
Explore fantasy worlds, battle fierce competition, or take your team to the championship game. Learn more
Casual Games
Kick back and relax as you slice through fruit, launch an airborne attack, and rule your own island. Learn more
Strategy Games
Test your skills by safely landing aircraft, maneuvering through enemy territory, and outsmarting the opposition. Learn more
Action Games
Conduct secret missions, fight your way to the finish line, or take to the skies for intense aerial combat. Learn more
Sports Games
Run the table, rule the ring, and control the court. You were born to perform with these games. Learn more
Lifestyle
Buy and sell on the go, discover new recipes, and find the best deals on everything from fashion to travel. Learn more
Entertainment
See what movies are playing tonight, watch trailers, read reviews, or stay home and make your own mini-movies. Learn more
Social Networking
Update your status, share photos and video, and let the world know what you’re up to. Learn more
Education
Organize homework assignments, learn a new language, and study up with iPod touch. Learn more
Family & Kids
Read along together, complete puzzles, and make every night family night. Learn more
Top iPod touch Apps Visit the App Store
Top Games Top Paid Apps Top Free Apps 1. …
2. …
3. …
4. …
5. …1. …
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5. …1. …
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5. …View all Games View all Paid Apps View all Free Apps
Apple – Business – App Store Volume Purchasing for Business [June 12, 2012]
Unleash the App Store to your entire workforce.
Whether you’re providing apps to ten employees or ten thousand, the Volume Purchase Program makes it simple to find, buy, and distribute the apps your business needs.
The Volume Purchase Program also provides a way to get custom B2B apps built by third-party developers to meet the unique needs of your business.
The Volume Purchase Program is currently available in the US only.
Get started. Enroll in the US Program
Learn more. Download the Guide
Coming Soon. The App Store Volume Purchase Program is expanding to the following countries: Australia, Canada, France, Germany, Italy, Japan, New Zealand, Spain, and United Kingdom.
Buy apps in volume.
Streamline your purchasing process and put more power and productivity in the hands of your workforce. Every paid app in the App Store is available for businesses to buy in volume through the program website. Simply search for the apps you need, enter the quantity you want to buy, and complete the transaction with your corporate credit card. Apps are available for purchase at the same price listed in the App Store.
Discover great apps for business: iPad | iPhone
Get custom B2B apps.
Custom B2B apps are built just for you by third-party developers and business partners to address a specific business process, integrate with a unique back-office environment, or deliver a custom interface for your users. Using the Volume Purchase Program you can securely and privately download custom B2B apps that make your business even more effective. Pricing for custom B2B apps is set by the developer and can be either free or paid.
If you are a developer who is enrolled in the iOS Developer program you can create custom B2B apps for customers who are enrolled in the Volume Purchase Program.
Learn more about developing custom B2B apps
Easily distribute apps.
The Volume Purchase Program makes it easy to distribute apps within your organization. When you buy apps in volume or custom B2B apps, you will receive redemption codes for each app. You can control who gets the apps by providing these codes to users via email or an internal website. You can also use third-party Mobile Device Management (MDM) solutions or Apple Configurator for OS X to centrally manage redemption codes.
Learn more about Mobile Device Management
Learn more about Apple Configurator for OS X
Open for business.
Any business in the US can participate in the Volume Purchasing Program. To start buying apps in volume for your business, you’ll need to enroll and create a volume purchasing account with Apple. Enrolling in the program is simple. Here’s what you’ll need:
- Basic contact information to verify your business
- Dun & Bradstreet number (D-U-N-S)
- Corporate credit card or PCard to purchase apps
Get started. Enroll in the US Program
Learn more. Download the Guide
@Work Collection
Discover great apps for your business at the App Store. There you’ll find apps across a range of categories for your business.
View in iTunes: iPad | iPhone
iPad and iPhone Apps for Business
Put iPad and iPhone to work for your business. Visit the iPad in Business or iPhone in Business websites to explore how to transform business activities you do everyday. iPad | iPhone
Getting Started Guide
Choose great apps to purchase for your employees and help them get started with this self-paced discovery guide of business apps from the App Store. Download the Guide
Apple – Education – Volume Purchase Program [Jan 19, 2012]
The Volume Purchase Program allows educational institutions to purchase iOS apps and books in volume and distribute them to students, teachers, administrators, and employees.*
How to Enroll
It’s quick and easy to set up your organization for volume purchasing. First, designate yourself or someone else in your organization as the Program Manager. Then you can sign up Program Facilitators, which will allow them to make purchases.
If your institution is tax exempt, you will not be charged sales tax. The program also allows app developers to offer special pricing for purchases of 20 apps or more.
Enroll Now Frequently Asked Questions
*Subject to Apple Volume Purchase Program terms and conditions. Any K-12 institution or district or any accredited, degree-granting higher education institution in the U.S. is eligible to participate. Note: Apple reserves the right to determine eligibility. Campus bookstores and other retail institutions are not eligible. Volume Vouchers cannot be resold.
Coming Soon. The Apple Volume Purchase Program is expanding to the following countries: Australia, Canada, France, Germany, Italy, Japan, New Zealand, Spain, and United Kingdom.
How It Works
Buy apps and books
Through the Volume Purchase Program Education Store, your institution’s Program Facilitators can purchase apps and books in volume, using a credit card, PCard, or Apple Volume Vouchers.
- Shop for K-12
- Shop for higher education
- Or call 1-800-800-2775 .
Get and distribute codes
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Boosting the MediaTek MT6575 success story with the MT6577 announcement — UPDATED with MT6588/83 coming in Q4 2012 and 8-core MT6599 in 2013
Follow-up: MediaTek MT6589 quad-core Cortex-A7 SoC with HSPA+ and TD-SCDMA is available for Android smartphones and tablets of Q1 delivery [Dec 12, 2012]
The MT6588 was recently renamed MT6589.
Update: Sold 70 million in the first three quarters, MediaTek smart chip dominates China [The Liberty Times, Taiwan, Oct 2, 2012] translated by Google/Bing with additional manual edits of my own 6588
Qualcomm (Qualcomm) last week launched a lower-priced smart phone chip against rival MediaTek (2,454), but according to the the recent shipment situation MediaTek shipped in China more than 70 million smartphone chips in the first three quarters, 10 million more than Qualcomm there, and become a smart-phone chip superpower in China. Merrill Lynch is bullish on MediaTek outlook because for Qualcomm’s “MSM8225Q” to shake up MediaTek’s leadership still will not be easy.
…
Barclays Capital analyst Lu Hang increased MediaTek smartphone chip shipments in the next two years to 180 million and 290 million, respectively.
…
Chinese mobile phone distributors circle recently the hottest topic number the high pass last week, low-cost quad-core mobile phone chip “MSM8225Q/MSM8625Q “, estimated price falls to $ 25, the market worry renewed price war, the impact MediaTek Maori. However, the latest released Merrill Lynch research report pointed out that the dual-core MediaTek chips and the two Qualcomm quad-core chips compared to each other competitively, plus “8225Q” mass production may be in March next year, by about one quarter behind the MediaTek quad-core chip “MT6589″ (formerly known as MT 6588), the cost of which is expected to be cheaper than the dual-core version, meaning MediaTek is still dominant.
…
Update: Taiwan chip designer MediaTek downgraded amid competitive pressure [WantChinaTimes.com, Oct 2, 2012]
… In a report dated Sept. 27, [independent financial services group] CLSA [Asia-Pacific Markets] said the market was optimistic about MediaTek’s gross margin in the second half of 2012 and in 2013 after the company forecasted a gross margin expansion for the third quarter of this year, ending 11 consecutive quarters of contraction.
However, MediaTek’s management told the press on Sept. 25 that the company’s quarterly gross margin growth is likely to remain flat in the fourth quarter of this year and will not expand until the second half of 2013, the report said. …
… One of the reasons investors were optimistic about MediaTek’s 2013 margin was that they thought its new quad-core MT6588 chip had no competition, as Qualcomm made only very high-end quad-core ICs, [CK] Cheng [a Taipei-based analyst at CLSA] said.
But the launch of the MSM8225Q will change that perception, Cheng said, noting that Qualcomm is aiming to release the chip for customer sampling by the end of 2012 and ship in volume in the first quarter of 2013.
Although the Qualcomm chip is scheduled to be launched a month or two later than MediaTek’s, Qualcomm’s price is likely to be 5% cheaper because of lower specifications, he said.
While MediaTek is believed to have superior products and better low-end smartphone ICs than Qualcomm, price does matter to Chinese handset makers, Cheng added.
“This is the main reason why MediaTek has been struggling to lift its average selling price and improve its margin since the third quarter of 2011, although it continues to offer faster processors and multi-core solutions,” he said.
“We don’t think MediaTek’s quad-core solution can reverse this trend,” Cheng said.
As for Chinese competitors, the increased production of RDA Microelectronics’s connectivity combo chip and Spreadtrum Communications’ 2G smartphone ICs will also weigh further on MediaTek’s margins and average selling price, Cheng said.
CLSA raised its forecast for MediaTek’s earnings per share by 3% for 2012 and by 8% for 2013, factoring in the company’s acquisition of its smaller rival MStar Semiconductor, but the brokerage maintained its target price of NT$250 (US$8.53) on the stock.
As of 10:26am Monday, MediaTek shares had dropped 4.62% to NT$310 (US$10.59) in Taipei.
Regarding actual Cortex-A5 and Krait-related information see on this blog the actual:
Core post: Qualcomm decided to compete with the existing Cortex-A5/Krait-based offerings till the end of 2012 [Sept 30, 2012]
Update: Mediatek [联发科] target price by Barclays is [NT$] 395 [Taiwan’s Commercial Times News, Sept 26, 2012] as translated by Google/Bing with additional manual edits of my own
Lu Hang [陆行] [principal analyst of semiconductors for Asia-Pacific at] Barclays Capital Securities [巴克莱资本证券 Taiwan Limited, 11F, 106 Xin-Yi Road, Sec. 5, Taipei, Taiwan, R.O.C. << from] yesterday (25) revealed, that MediaTek 28 nanometer quad-core A7 smartphone chip MTK6588 launch time is expected to advance to the fourth quarter of this year from the first quarter of next year! Because the price is very competitive, only 18 to 20 dollars, not only quadcore smartphone prices in mainland China will immediately fell to less than 150 dollars following that, the company will also have the opportunity to break into [the market of ] first-tier [i.e. global brand] manufacturers such as Samsung.
…
Lu Hang said that Mediatek’s biggest “backer” [in terms of stock market performance] is expected to be the launch of MT6588 (quad-core A7 [with] TD-SCDMA/WCDMA) and MT6599 (8 core of the ARM [with] LTE/TD-SCDMA/WCDMA) smartphone chips in 4th quarter [of this year] and in the next year, respectively.
Lu Hang believes that there are 5 items which will affect the profits of the overall market with MediaTek MT6588:
– First, the quad-core smartphone prices in mainland China can immediately be reduced from the current US$ 320 to US$ 150.
– Second, we will see in the near future more dual-core 1.7Ghz Krait-based MSM8960A [on one hand], and MSM8974 [on the other], which is same but with quad-core, rather than next to the launch of 8225Q.
– Third, in the fourth quarter of next year the estimated proportion of MT6583/MT6588 [shipments] within the total smartphone chip shipments will reach 50%, even the year after the fourth quarter launched MT6599 will also have 50% level, thus raised its shipment forecast value.
– Fourth, MT6588 will help to maintain the overall ASP at a level of more than $ 10, and customers can be [serviced via a] unified system design.
– Fifth, with the help of 13 million pixels CMOS the sensing power amplifier manufacturers will focus on mainland China and other emerging markets.
Important remark from Barclays Hires New Taiwan Investment Banking Head [The Wall Street Journal, Aug 19, 2012]:
Barclays … is … an advisor to chip design firm MediaTek Inc. on its proposed acquisition of a minority stake in MStar Semiconductor Inc. worth around $3.8 billion, announced in June, according to Dealogic.
Update: MediaTek will produce small amounts of MTK6588 in October [MTK mobile phone network, Sept 10, 2012] as translated by Google/Bing
Recently MediaTek message there are two who are more concerned about one thing, according to Taiwan media reports, the fastest possible production of MediaTek quad-core mobile processor chip MTK6588 will start in October this year a small amount, quantity should not be a lot, may be available only to large client proofing purposes. Rumored MediaTek MTK6588 manufacturing cost is even less than dual-core MTK6577. Quad-core MTK6588 is using 28 nm technology process to support tens of millions of pixels of camera, support for TD/WCDMA dual-mode network, support 1080P playback and recording, and is equipped with a PowerVR SGX 544 graphics processor.
According to show learned about MTK6588 before, Quad MT6588 or will before the end of trial production, mass production quantities listed in the first quarter of next year.
Update: Lenovo Selects MediaTek to Power New LePad Android Tablet [MediaTek press release, Sept 13, 2012], note: “The MT6577 is pin-to-pin compatible with the previously released MT6575” source: the MT6577 launch release
MediaTek Inc., a leading fabless semiconductor company for wireless communications and digital multimedia solutions, today announced that Lenovo has selected its highly integrated Android mobile platform for the new LePad A2107, dual-SIM 3G/HSPA tablet, which is shipping to customers globally.
The LePad A2107 provides high-speed cellular data and wireless connectivity and is designed for tablet users who want to be “connected always”. The A2107 uses MediaTek’s proven Android mobile platform consisting of the MT6575 and the MT6620 SoCs. The MediaTek MT6575 incorporates a 1GHz ARM® CortexTM A9 processor, a PowerVR™ Series5 SGX GPU (graphics processing unit) from Imagination Technologies, a 3G/HSPA modem and built‐in support for 3D displays and DTV‐grade multimedia capabilities by leveraging the company’s world‐leading DTV platform technologies. The MT6620 4-in-1 connectivity combo integrates an 802.11n Wi-Fi, Bluetooth 4.0+HS, GPS, and FM transmitter/receiver into a single chip with the world’s smallest footprint and leading low-power consumption. The MediaTek mobile platform is ideally suited to enable mobile device manufacturers like Lenovo, helping them to address the mid and entry‐level tablet market that demands global connectivity for today and tomorrow.
“Consumers are increasingly using tablets as a companion device to the PC and mobile phone to access media and information. We forecast that the tablet market will increase from 119 million in 2012 to 494 million by 2016(*),” said Mr. Mark Hung, Research Director at Gartner. “A company that has capabilities and technologies across different multi-screen platforms, from smartphones to DTV, should be well positioned to benefit from participating in the growing tablet market.”
*Source: Forecast: Media Tablets by Operating System, Worldwide, 2010-2016, 2Q12 Update, 4 July 2012, by Gartner
Update: the best smartphone based on the MediaTek MT6577 both technically and in terms of price is the MT6577-based JiaYu G3 with IPS Gorilla glass 2 sreen of 4.5” etc. for $154 (factory direct) in China and $183 [Sept 13, 2012], which is also the best example of The low priced, Android based smartphones of China will change the global market [this same ‘Experiencing the Cloud blog, Sept 10, 2012]
Update: MediaTek MT6577 Performance Review [mediateklab YouTube channel, Sept 3, 2012]
Update: New MediaTek chip efficiency: catching up with iPhone4s [MTK mobile phone network, Sept 6, 2012]
2012 International Semiconductor exhibition yesterday (5) days in Taipei debut, over the years, the first IC design Forum yesterday morning talk show, presenter mediatek Vice President Lu Guohong home 3G smart mobile phone chip specification level, noted that MediaTek MT6577 of the latest dual-core Smartphone chip efficiency, comparable with iPhone4s. By the show’s brief is not difficult to see, MediaTek, engaged global Smartphone chip leader Qualcomm momentum is high.
IPhone4s core processor for Apple A5, the design was based on Cortex-A9 dual core 1GHZ frequency of ARM architecture processors, Lu Guohong comparison list noted that mediatek MT6577 newest 3G Smartphone dual-core chips are used by An Mou with iPhone4s A9 dual core architecture, AP mobile core chips, baseband chip, RF chips and GPU architecture level par with iPhone4s.
Update: MediaTek Launches “Cool 3D”: A Comprehensive Suite of 3D Solutions for Smartphone Platforms [MediaTek press release, Sept 11, 2012]
MediaTek Inc., a leading fabless semiconductor company for wireless communications and digital multimedia solutions announced today the availability of “Cool 3D”, the world’s most complete 3D suite of solutions, for its smartphone platforms. Consumers continue to look for new features in smartphones, such as 3D capabilities, and a report by Global Industry Analysts, Inc, predicts that the global market for 3D enabled smartphones is projected to register 994 million units in annual shipments by the year 2018. Demand for this innovation will be driven by the increased availability of 3D content, such as games, videos and full length movies.
The “Cool 3D” suite for MediaTek smartphone platforms includes support for stereo 3D cameras and displays, real-time 2D-to-3D conversion and an optimal 3D user interface that is designed to provide consumers with a stunning 3D experience. Two distinguishing features are “3D Cool Shot” and “3D Cool Show”. MediaTek’s “3D Cool Shot” solution supports a cost-effective 5 MP, dual-lens camera, which achieves 1080P, 24 FPS 3D images, giving users a high-definition visual experience. The MediaTek smartphone platforms are the first of their kind in the industry to integrate the functionality of the dual-lens bridge devices into the main smartphone platform, reducing system cost and saving precious board area. The “3D Cool Show” technology substantially improves the stereo 3D effect with anti-fatigue capabilities, and real-time transformation between 2D/3D modes, allowing for convenient switching between the 2D and 3D displays. These solutions, which leverage MediaTek’s established 3D technologies from the DTV and Digital Home markets, are aimed at creating an optimal stereo 3D display with a custom-tailored 3D interface.
“One consequence of the rapid developments in the smartphone market is product homogenization or the ‘all smartphones look alike’ phenomena. Creating product differentiation has become one of the biggest challenges for the mobile phone industry “said Ching-Jiang Hsieh, President of MediaTek. “From Dual-SIM to 3D capabilities, MediaTek has always pushed technological innovation in our platforms, enabling rich and compelling devices and solutions. By working together with our customers, we hope our industry-leading, ”Cool 3D” suite of solutions can lead the wave of 3D smartphone popularity, allowing even more consumers to enjoy an extraordinary 3D experience.”
The “Cool 3D” suite of capabilities is already enabled on MediaTek’s shipping MT6575 single-core and MT6577 dual-core platforms. All future launches of MediaTek smartphone solutions will support these 3D capabilities.
Updates: Shares of MediaTek jump on positive shipment target revision [Focus Taiwan, Aug 1, 2012]
… As of 11:15 a.m., shares of MediaTek had added 6.67 percent to NT$272.00 (US$9.07), off an early high of NT$272.50, with 23.82 million shares changing hands. … MediaTek announced Tuesday at an investor conference that it had raised its target for smartphone chip shipments to 95 million units, from a previous estimate of 75 million units, mainly because of strong demand from China.
In the second quarter, the IC designer shipped 21 million smartphone chips, higher than the 18 million to 20 million previously forecast. The company said it would ship at least 30 million smartphone chips in the third quarter.
… MediaTek said it expects its gross margin will improve to 41-43 percent for the third quarter from 40.8 percent in the second quarter. …
MediaTek hikes 2012 target smartphone chip shipments [DIGITIMES, Aug 1, 2012]
… The company expects its MT6575 and MT6577 chips to account for 60% of total smartphone chips sales in the third quarter and 80% in the fourth. …
MediaTek eyes Q3 double-digit revenue growth [Taipei Times, Aug 1, 2012]
MediaTek Inc (聯發科), the nation’s largest handset chip designer, said yesterday revenue in the third quarter of this year is projected to grow between 13 percent and 18 percent from the second quarter, following the launch of new products and strong demand for smartphone chips.
That would mean a quarterly revenue of between NT$26.50 billion (US$883.33 million) and NT$27.70 billion, compared with NT$23.44 billion in the second quarter.
…
MediaTek said second-quarter revenue rose 19.5 percent sequentially and 11.7 percent from the same period last year, primarily driven by the fast-growing smartphone demand in China.
However, gross margin for the quarter was 40.8 percent, down 1.3 percent and 5.1 percentage points from the previous quarter and the same period of last year respectively. The company attributed that fall to fierce price competition in the market.
…
Total smartphone chip shipments are likely to reach 95 million units this year, of which between 50 percent and 60 percent will be 3G chips and the remainder 2G chips …
MediaTek a product roadmap leaked: Quad-core code-named MT6588 [MTK Smartphones Network (MTK手机网), July 27, 2012]
From a recently obtained electronic forum information abroad we see that the MT6585 code communicated earlier for the quad-core MediaTek smartphone chipset is wrong. The true model code is MT6588. It is built on the 28nm process in order achieve higher performance level than the dual-core MT6577 technology.
MT6588 has a 4-core CPU [Cortex-A7 (!), see on the second slide below] clocked at 1GHz [1.XGHz rather, see the included slides below], supports dual-channel at maximum 1066Mbps, has an integrated multimode modem for WCDMA [+ it is delivering HSPA+ WCDMA performance (!) vs just HSPA with MT6577/75, see the first slide below] and TD (!), that is it can support both Unicom [latest upgrade to HSPA+ service, see the news in the original post materials much below] and China Mobile 3G network, supports an up to 13 MP camera and 1080P video playback. It finally has a GPU upgrade with SGX544, doubles the resolution to 1280×800 HD level, and has 32KB L1 cache and 1MB L2 secondary cache.
Along the MT6588 there is a 28nm dual-core version, MT6583 on the MediaTek 2012 product roadmap. From the chipset parameters it is evident that MT6583 is a scaled down version of MT6588. It has 2 cores less, the camera support is 8MP, the video decoder is of 720P level, and the resolution is down to 854×480.
It is understood that MT6588 and MT6583 will be in production in the first quarter of 2013, early next year the fastest.
Note: No search reveals the source for the above information.
MediaTek to launch quad-core smartphone solutions in 1Q13, says paper [DIGITIMES, Aug 6, 2012]
MediaTek is expected to launch its first quad-core smartphone solution, the MT6588, in the first quarter of 2013, according to a Chinese-language Liberty Times report. The MT6588 features a quad-core 1.5GHz or 1.7GHzCortex-A7 CPU, supporting WCDMA and TD-SCDMA technologies.
The MT6588, which features a 13-megapixel camera, also supports 1080p video playback and a display resolution of 1280 by 800 pixels. The chip will be built using a 28nm process, the paper said.
Additionally, MediaTek will also roll out a 28nm dual-core solution, the MT6583, during the same quarter. While the dual-core CPU of the MT6853 will also run at 1.5GHz or 1.7GHz, the chip will support a resolution of 854 by 480 pixels targeting a segment different from that of the MT6588, the paper indicated.
End of updates
The original content:
- About the just four months old MT6575-based market
- MediaTek provided general MT6575 information
- Some history leading to MT6575
- Turmoil on the H1CY12 market in China:
International and local brands, as well as white-box vendors are repositioning for the most lucrative CNY500 (US$79) to CNY1,000 (US$157) smartphone market of H2CY12 and on
Note: the PowerVR SGX Series 5 GPU used for MT6577 is said to be by 3d parties SGX531, See: SoC list on Imagineers blog, or Lenovo (indirect).
Greater China mobile solutions – From silicon to software [DIGITIMES Research, June 8, 2012]
Abstract
The China mobile market has developed rapidly, with smartphone shipments reaching 69 million units in 2011 and tablet shipments soaring from around one million in 2010 to some 10 million in 2011, and potentially exceeding 20 million units in 2012. As consumer spending power increases, local vendors are focusing on more market tiers and makers have begun to make a play for the high-end market.
Updates: China market: Nearly 195 million handsets shipped in 1H12 [DIGITIMES, July 10, 2012]
There were 194.913 million handsets shipped in the China market during the first half of 2012, consisting of 106.874 million (54.83%) 3G handsets in 801 models and 88.039 million (45.17%) 2G handsets in 1,298 models, according to statistics published by the China Academy of Telecommunication Research (CATR) under the Ministry of Industry and Information Technology (MIIT).
Of the shipment volume, 94.855 million or 48.67% were smartphones in 822 models of which 801 models or 97.44% were based on Android. China-based vendors accounted for 75.16% of the half-year shipment volume, and international vendors 24.84%.
The monthly shipment volume of smartphones exceeded that of feature phones for the first time in April 2012, with the corresponding proportion increasing to 56.9% in June.
China market: Breakdown of total handset shipment volume, 1H12 Generation Technology standard
Number of models
Shipment volume (m handsets)
3G WCDMA (China Unicom)
476
53.099
CDMA2000 (China Telecom)
174
28.197
TD-SCDMA (China Mobile)
151
25.578
2G GSM
1,272
81.915
CDMA1x
26
6.076
Source: CATR under MIIT, compiled by Digitimes, July 2012
– China smartphone market 2012: Trends and analysis [DIGITIMES Research, July 3, 2012]
Abstract
The China handset market has exhibited strong growth, with the total number of mobile users in the country reaching 980 million people according to figures from the Ministry of Industry and Information Technology (MIIT), an increase of 130 million over the 2010 figure. Digitimes Research estimates that mobile user numbers could top 1.13 billion in 2012.
Digitimes Research estimates that the China handset market reached some 390 million units in 2011, representing 16% growth on 2010; the market is likely to grow to 430 million units in 2012, representing further growth of 9%. Thanks to the expansion of 3G service coverage and further falls in budget smartphone prices, the share of the handset market accounted for by smartphones is likely to reach 32% or around 143 million units, 70% of which will be Android handsets.
Digitimes Research believes that market share rankings for the China smartphone market will change significantly during 2012. Samsung and Apple will take the top two places, while the big four China-based brands – Huawei, ZTE, Lenovo and Coolpad – will take third to sixth places, while Nokia will drop to seventh; these seven firms will collectively account for 85% of shipments.
In other words, the many other brands hoping to seize a share of the market will essentially be confined to competing for a potential market of just 15% of overall shipments or around 21 million handsets. Given such a situation, Digitimes Research projects that many of China’s best known smaller brands such as Xiaomi, TCL, Gionee, Tianyu, Oppo and BBK will see shipments of no more than a few million handsets.
End of updates
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.
Huawei adopts MediaTek dual-core chip for smartphones, says report [DIGITIMES, June 27, 2011]
MediaTek’s new MT6577, which uses a dual-core 1.2GHz Cortex A9 CPU, has been adopted by China-based Huawei for as many as four of its upcoming smartphone devices, according to a Chinese-languageCommercial Timesreport.
The new MediaTek MT6577 solution is scheduled to enter volume production starting July, the Chinese-language Economic Daily News (EDN)reported last week (June 22). The chip is built using 40nm process technology.
MediaTek previously upward revised the prediction for its total smartphone-IC shipments in 2012. The firm now expects to ship about 75 million smartphone chips this year, compared to the 50 million estimated initially.
From:
MediaTek Launches Dual-Core MT6577 Smartphone Platform [MediaTek press release, June 27, 2012]
MediaTek Inc., a leading fabless semiconductor company for wireless communications and digital multimedia solutions, today announced the availability of the MT6577, a dual-core platform developed specifically for sub-$200 smartphones, the fastest growing segment of the global smartphone market. The MediaTek MT6577 features a dual 1GHz Cortex™-A9 application processor from ARM, a PowerVR™ Series5 SGX GPU (graphics processing unit) from Imagination Technologies, MediaTek’s proven 3G/HSPA modem, and runs the latest Android 4.0 “Ice Cream Sandwich” operating system. By integrating a dual-core application processor architecture widely deployed in the majority of today’s premium smartphones, the MT6577 boosts application and browser performance by up to 40% compared to single-core platforms, bringing unprecedented levels of user experience to mid- and entry-level smartphones.
“MediaTek’s existing HSPA smartphone platforms – the MT6573 and MT6575 – have been extremely well-received by customers and consumers worldwide, and are currently shipping with major international brands such as Lenovo, TCL/Alcatel, and other top tier Chinese OEMs,”said Ching-Jiang Hsieh, President of MediaTek. “The MT6577 adds the next level of performance and enhanced user experience to the MediaTek smartphone family, delivering enhanced user interactivity, mobile connectivity and rich multi-media experience previously only available on high-end devices. Consumers everywhere will now benefit from the affordable, high-performance devices enabled by the MT6577. MediaTek is proud to be in the vanguard of companies enabling the democratization of smartphones.”
“Dual-core processors account for over 20% of current smartphone processor shipments, with these devices being mostly in the premium segment and addressed by standalone application processors. MediaTek’s new MT6577, with integrated dual-core processors and 3G/HSPA modem is well suited to bringing similar user experiences to the fast-growing mid and entry smartphone segment which is forecast to grow from under 200 Mu in 2012 to over 500 Mu in 2016” said Stuart Robinson, Director, Handset Component Technologies service at Strategy Analytics.
The MT6577 is designed to deliver rich multimedia experiences, with an 8MP camera, support for up-to high-definition 1080p video playback and the ability to support high-resolution displays up to HD720 (1280×720) resolution. The platform also pre-integrates MediaTek’s leading 4-in-1 connectivity combo that provides support for dual-band 802.11n Wi-Fi, BT4.0, GPS and FM. The MT6577 is pin-to-pin compatible with the previously released MT6575, allowing handset manufacturers to easily produce multiple tiers of devices leveraging a single PCBA hardware development effort.
The MT6577 dual-core platform is currently being incorporated into smartphone devices by MediaTek’s leading global customers, and the first smartphone models based on this new chipset are expected to ship commercially in Q3 2012.
MediaTek MT6577 [MediaTek100 YouTube channel, July 19, 2012]
MediaTek expects increase in smartphone chip sales [Taipei Times, June 14, 2012]
MediaTek Inc (聯發科) chairman Tsai Ming-kai (蔡明介) said yesterday that he still expects an increase in demand for smartphone chips in the second half of this year, despite a slowing global economy.
…
Last year, faced with competition that was fiercer than ever, MediaTek posted NT$13.62 billion (US$454 million) in net profit, or NT$12.35 earnings per share (EPS), down sharply from the NT$30.94 billion in net profit, or NT$28.44 EPS recorded in 2010.
Tsai said the worst phase was almost over for the IC designer and the company was gearing up to broaden its product portfolio and win orders to strengthen its profitability.
On the back of robust demand for smartphones, MediaTek has forecast smartphone chip shipments in the second quarter would range between 18 million and 20 million units, up sharply from the 10 million recorded in the first quarter.
For all of this year, the IC designer anticipates smartphone chip shipments to touch 75 million units from rising demand from China and other emerging markets.
MediaTek president Hsieh Ching-jiang (謝清江) said at the shareholders’ meeting that the company would not focus just on the Chinese market, but also target global demand, while operating a total of 23 offices worldwide.
About the just four months old MT6575-based market
ZOPO ZP200 3D Movie Playing [AndroidSale YouTube channel, March 22, 2012]
Source: MTK6575 Cpu Andorid >> on fastcardtech.com
Note that even for global wholesale there are much more products of the above kind, as you could see from the table below (the ones which are also on the above diagram are highlighted in yellow). Click here for a PDF version in case you want to click on the links:
There are a couple of recent Chinese startups capitalising on the MT6575 opportunity. The most successfull among them is probably ZOPO Mobile Communications-equipment Ltd. in Shenzhen, China, introducing itself as:
ZOPO Company is founded in 2012, which engages in research, development, produce, marketing and service of mobile intelligent terminal products. The ZOPO ZP200 model as” The China‘s first Glasses-Free 3D dual sim smart mobile phone ” has been a hot Star in China mainland.
Zopo ZP100 MT6575 4.3″ qHD $174 street price [ARMdevices.net YouTube channel, April 9, 2012]
I’m back in Shenzhen! Here getting ICS installed on my Zopo ZP100 MT6575 [ARMdevices.net YouTube channel, April 9, 2012]
The author of the above videos (Nicolas Charbonnier, aka Charbax, see also a recent interview with him about his videoblogging) went through quite a tour about the new MT6575-based entries in the first half of April:
– $158 5″ WVGA MT6575 Cortex-A9 Smartphone presented by www.yooe.com.cn
– Zhenai A900 waterproof MT6575 smartphone
– $79 3.5″ MT6575 Orient Smart Development Ltd
– MT6575 phone shown by Quality Industrial Co Ltd
– $142 Galaxy Nexus clone, runs ICS on MT6575, with 4.65″ LCD
– Hyundai Brilliant H950, 5.2″ MT6575 phone runs Ice Cream Sandwich at the HKTDC Electronics Fair
– $140 5.2″ MT6575 Android phone by Daza Electronics at the HKTDC Electronics Fair
– ICS on 5″ MediaTek MT6575 Dolphin A80 phone [from Yooe] (note that this is represented on both the above diagram and the table)
– Shenzhen Factory Entrance (note that this is also where Yooe is manufacturing, quite likely)
– The Shenzhen Speakers Factory (the same factory was manufacturing speakers during the visit)
Then he returned in the end of May with these video reports:
– Yooe MT6575 phone now selling
– MT6575 Cutepad 5″ phone
He was showing off some of the latest gadgets that he found in Shenzhen in this video as well: Interview with Nicolas Charbonnier at Linaro Connect, Hong Kong [jasonderose YouTube channel, June 4, 2012]
MediaTek provided general MT6575 information
MT6575 [MediaTek product page, March 29, 2012]
Dual-SIM smartphone platform for the mainstream mid and entry level market
MT6575 is MediaTek’s new dual-SIM smartphone platform for the mainstream mid- and entry-level smartphone markets. Enabling browsing, gaming and multimedia features that will delight consumers, support the latest Android releases and the industry’s best dual-SIM performance for voice and data calls, the MT6575 is MediaTek’s most advanced and competitive smartphone platform to date.The MT6575 combines a software and hardware reference design solution to enable dramatically faster time to market at a highly competitive price point. The MT6575 is set to redefine the performance of mainstream smartphones.
Features
- 1GHz ARM CortexTM-A9 CPU allows for outstanding web browsing and application performance
- High-performance 3D gaming and UIfeatures enabled by PowerVRTM SGX Series5 GPU
- High-definition 720p videoplayback and record
- Per-packet Rx antenna diversity
- 8 MP camerawith enhanced image processing capabilities
- Up to high-resolution qHD (960×540) displays
- Supports both portrait and landscape display modes by built-in dedicated HW
- Features stereo 3D video playback and advanced 2D-to-3D image/video conversion
- No lost calls on either SIM – even with active data transmission on either SIM
- Better Power Efficiency – Up to 500 hours of standby and over 8 hours of talk-time on 3G, 45 hours of audio playback and 6 hours of 3D gaming.
MediaTek – MT6575 [a featured product page, July 5, 2012]
Redefining performance of mid/entry smartphones in 2012
Overview
MT6575 is MediaTek’s new dual-SIM smartphone platform for the mainstream mid- and entry-level smartphone markets. Enabling browsing, gaming and multimedia features that will delight consumers, support the latest Android releases and the industry’s best dual-SIM performance for voice and data calls, MT6575 is MediaTek’s most advanced and competitive smartphone platform to date.
Key Features
The MT6575 platform offers a 1GHz ARM® CortexTM-A9 processer for outstanding web browsing and application performance, a proven 3G/HSPA modem and runs the latest “Ice-Cream Sandwich” Android 4.0 release. Other key features include:
♦ Superior CPU, GPU, and System Performance
– High-performance 3D gaming and UI features enabled by PowerVRTM SGX Series5 GPU♦ Richest Multimedia Features
– High-definition 720p video playback and record
– 8 MP camera with enhanced image processing capabilities♦ World-First Integration Of Stereo 3D Display Controller And 3D Video Processing
– Features stereo 3D video playback and advanced 2D-to-3D image/video conversion♦ Best Display Picture Quality
– Brings the same level of LCD-TV picture quality to mobile devices♦ Leading Dual-SIM Features and Performance
– No lost calls on either SIM♦ Lowest BOM costs
– Highly integrated platform includes the world’s smallest 4-in-1 connectivity combo (MT6620) that allows for small size and lower BOM costs♦ Better Power Efficiency
– Up to 500 hours of standby and over 8 hours of talk-time on 3G
– Up to 45 hours of audio playback and 6 hours of 3D gamingThe MT6575 is currently being incorporated into the latest smartphone offerings by many of MediaTek’s leading customers and the first smartphone models based on this new platform have already hit the market in the first quarter of 2012.
MediaTek – MT6620 [a featured product page, Sept 21, 2011]
Highly Integrated 4-in-1 WLAN/Bluetooth/GPS/FM Combo Solution
Overview
MediaTek MT6620 integrates WLAN, Bluetooth, GNSS and FM, to provide the best performance and most convenient single chip. MT6620 implements advanced and sophisticated Radio Coexistence algorithms and hardware mechanisms. MT6620 also supports a single shared antenna (2.4 GHz antenna for Bluetooth and WLAN, 5 GHz for WLAN and 1.575 GHz for GPS).
Enhanced overall quality for simultaneous voice, data and audio/video transmission on mobile phone and tablet PC can be achieved. The small size with low power consumption reduces PCB layout area. The software package “Symphony” comes with many advanced features.
Key Features
Low power, small size and high performance
WLAN/Bluetooth/GPS/FM solution WLAN 802.11 a/b/g/n dual band single stream (20/40MHz) with dual band LNA and 2.4GHz PA integration
Bluetooth 3.0+HS and V4.0 Low Energy support with LNA and PA integration
Support GPS/Galileo/QZSS/SBAS with -165dBm tracking sensitivity FM Tx/Rx with RDS/RBDS support
Support Wi-Fi Direct and WAPI hardware encryption
Support FM over Bluetooth
PLC (Packet Loss Concealment) technology for superior audio quality
Advanced AlwaysLocateTM location awareness technology with ultra low power consumption
Flexible host interfaces support include single SDIO interface for all wireless functions
MediaTek Launches MT6575 Android Platform [MediaTek press release, Feb 13, 2012]
MediaTek Inc., a leading fabless semiconductor company for wireless communications and digital multimedia solutions, today announced the availability of the MT6575, its 3rd generation platform for mid and entry‐level Android smartphones. The MT6575 platform offers a 1GHz ARM® CortexTM‐A9 processer, a proven 3G/HSPA modem and runs the latest “Ice‐Cream Sandwich” Android 4.0 release.
“We expect significant growth in entry and mid‐level smartphones, with wholesale prices under US$190, over the coming years. We forecast that this segment will almost triple in size from 191 million shipments in 2012 to 551 million by 2016. At that time, we also expect approximately 75% of those entry and mid‐level smartphones to ship to emerging markets” said Neil Mawston, Executive Director, Global Wireless Practice, at Strategy Analytics. The MediaTek MT6575 platform is ideally suited to cater to a wide range of smartphone devices that target this growing segment in multiple markets around the world.
“Leveraging the energy‐efficient, high‐performance Cortex‐A9 processor in Android smartphone applications is an extremely compelling proposition and a great proof point for the scalability of the ARM architecture. During 2011 the Cortex‐A9 processor has powered many of the most up‐to‐date and highest performance smartphones. The proliferation of Cortex‐A Series processors into lower cost, mainstream mobile devices will deliver a significant uplift in the user experience,” said Laurence Bryant, Director of Mobile, ARM.
For mid‐range smartphones, the MT6575 platform supports 720p high‐definition video playback and recording with an 8MP camera and qHD (960×540) high‐resolution displays via a PowerVRTM SGX Series5 GPU (graphics processing unit) from Imagination Technologies. In industry‐standard benchmark testing, the MT6575 offered over 35% improvement for browser applications and over 20% improvement in graphics capabilities for gaming when compared to competitors’ best offerings in these segments.
Additionally, the MT6575 platform provides built‐in support for advanced features such as integrated capabilities to drive 3D displays and proprietary algorithms for mobile display picture processing. In sum, the MT6575 provides DTV‐grade picture quality on a smartphone by leveraging MediaTek’s proven technology as a world‐leading DTV platform provider.
The MT6575 platform also supports entry‐level smartphones with smaller display sizes, lower resolution, less memory and reduced multimedia requirements. In addition, the MT6575 boasts the world’s lowest power consumption and most comprehensive integration of hot swap dual‐SIM capability compatible with the Android platform. With the MT6575 dual‐SIM solution, consumers will no longer have to worry about dropped calls while active data transfer is happening on either SIM card, and will experience automatic resumption of data exchange once calls on the other SIM card have ended, in addition, with the hot swap feature enabled, the SIM card can be inserted without switching off the mobile.
The 3G/HSPA modem integrated in the MT6575 platform has been qualified at major 3G operators world‐wide.
The MT6575, delivered in 40nm CMOS technology, builds on the proven track record of the 2nd generation MT6573 platform – i.e., the platform that powers the Lenovo A60, China Unicom’s top selling handset in the sub‐RMB 1000 (approx. $160 USD) smartphone category.
“We are very excited by the prospects of the MT6575 platform. It combines MediaTek’s innovative chipset technology with our proven reference design and complete software solution model. We believe this platform is ideally suited to enable our customers to address mid and entry‐level smartphone cost and performance needs on a global basis – today and tomorrow,” said Ching‐Jiang Hsieh, President of MediaTek.
The MT6575 is currently being incorporated into the latest smartphone offerings by many of MediaTek’s leading customers and the first smartphone models based on this new platform will hit the market in the first quarter of 2012.
MediaTek’s Full Line of 3G Platforms Aims to Address Mid to Entry-Level Smartphone Market [MediaTek press release, Feb 27, 2012]
MediaTek Inc., a leading fabless semiconductor company for wireless communications and digital multimedia solutions today announced the availability of the MT6515, its next generation TD smartphone solution for China sub-RMB 1000 (approx. $160 USD) smartphone market. The MT6515 TD smartphone platform solution integrates a powerful 1GHz ARM CortexTM-A9 processor, 3D hardware, and runs the latest “Ice-Cream Sandwich” Android 4.0 release. MediaTek’s latest foray into the 3G smartphone market enables high system performance with low power consumption and high cost-performance ratio that raises the bar for what consumers will come to expect from a TD-SCDMA smartphone experience.
According to a recent report released by the market research firm, Strategy Analytics, in the 3rd quarter of 2011, China overtook the US as the world’s biggest smartphone market. Sub-RMB 1000 smartphones were one the fastest growing segments of this market, due in large part to multiple purchases of these models by China’s three major operators in response to consumer needs. As a result, China has seen a sharp rise in smartphone sales starting in the beginning of 2011. MediaTek, with its years of experience serving the industry, attention to continuous innovation, and recent investments in the arena of 3G technologies, has been perfectly poised to meet the growing needs of this new market. With its cost effective, yet high performance smartphone platforms, MediaTek, along with industry partners (i.e. mobile device manufactures and operators), has emerged as a leader in the recent explosion of popularity of mid and entry-level smartphones.
As a member of China’s TD Industry Alliance (TDiA), MediaTek has invested heavily in the R&D of TD chipsets following the initial release of the TD-SCDMA standard. MediaTek’s signature high integration, yet low power consumption platforms have been introduced into TD operators’ handset customization strategies, and MediaTek currently offers a TD mobile device platform series uniquely customized to meet the needs of the Chinese market. As such, it is little surprise that among the mobile devices included in China Mobile’s multiple terminal procurement lists, one finds a variety of end user products that run on MediaTek-driven TD platforms.
Today, MediaTek announced the availability of the MT6515, its next generation TD smartphone platform for the sub-RMB 1000 smartphone market. The platform offers a powerful 1GHz ARM CortexTM-A9 processor, 3D hardware, and runs the latest “Ice-Cream Sandwich” Android 4.0 release. Multi-media applications and Internet speed have also been optimized. Additionally, the MT6515 TD-SCDMA offers a complete China Mobile 3G package, thus helping increase the speed in which manufacturers can get their products to end-users.
In the field of WCDMA and 3rd generation wireless standards, MediaTek has continued to build upon its proven track record of offering complete mobile device solutions. Worthy of note is the MT6573, MediaTek’s 3.75G smartphone platform released last year. This platform powered the Lenovo A60, China Unicom’s top selling handset in the sub-RMB 1000 smartphone category, and an important factor in the uptick of popularity in phones within this market segment.
Building on the success of the MT6573, MediaTek has released the MT6575, which is designed to run on the latest Android driven platforms. The MT6575 offers a 1GHz ARM® CortexTM-A9 processor and runs the latest “Ice-Cream Sandwich” Android 4.0 release. The platform supports dual-SIM solutions, and its web performance, power consumption rates, and multimedia features all meet or exceed industry-leading benchmarks, thus guaranteeing that the MT6575 will deliver a significant uplift in the smoothness of user experience. The MT6575 is currently being incorporated into the latest smartphone offerings by many of MediaTek’s leading customers and the first smartphone models based on this new platform will hit the market at the end of this month.
“Using innovative products to help our customers accurately reflect the needs of the market has always been one of MediaTek’s greatest strengths, and we have continued with this tradition of excellence as we expand into the growing smartphone market. MediaTek’s innovative chipset technology, with our proven reference design and complete software solution models, will ensure that our customers find a place in the growing mid and entry-level smartphone market of tomorrow where, along with power and functionality, cost effectiveness has become a must-have feature,” said Ching-Jiang Hsieh, President of MediaTek.
MediaTek Announces World’s Smallest 4-in-1 Combo Chip Wi-Fi/Bluetooth/GPS/FM Solution [press release, July 21, 2011]
MediaTek Inc., a leading fabless semiconductor company for wireless communications and digital multimedia solutions, today announced its most advanced wireless combo chip designed to enrich multimedia experience with small footprint and long battery life for smartphones, tablets and portable devices. The MediaTek MT6620 integrates 802.11n Wi-Fi, Bluetooth 4.0+HS, GPS, and FM transmitter/receiver on a single chip with superior size and power benefits, making it the best solution for smartphones, tablets, and portable devices.
Bringing connectivity features to mainstream products such as smartphones, tablets, portable media players (PMPs), gaming devices, and personal navigation devices (PNDs), the MediaTek MT6620 integrates Wi-Fi, Bluetooth, GPS, and FM, to provide superior performance and rich features. The MT6620 implements advanced and sophisticated radio coexistence algorithms and hardware mechanisms to enhanced overall quality for simultaneous voice, data, and audio/video transmissions. Its small size significantly reduces PCB layout area and simplifies design efforts. In addition, the MediaTek Symphony™ software package supports all advanced wireless features on the Android operation system. BlueAngel™ Bluetooth software currently can support up to 15 profiles to fulfill most user scenario and bring customer product differentiation.
The MT6620 supports all the leading standards: dual band 2.4GHz and 5GHz 802.11n Wi-Fi with WiFi Direct and Hotspot, Bluetooth 4.0+HS for simultaneous dual mode Bluetooth BR/EDR/HS and Bluetooth Low Energy (BLE) operations, GPS with Galileo/SBAS/QZSS and patent pending AlwaysLocate™ technology, FM radio with both transmitter and receiver, making the MT6620 ideal solution for portable devices that require superior performance and long battery life. The MT6620 passes 802.11n WiFi certificate including WPS2.0, WAPI and Bluetooth 4.0+HS on both the controller and MediaTek BlueAngle™ host software.
SR Tsai, General Manager of the Wireless Connectivity Business Unit at MediaTek said, “MediaTek is one of few in the industry to offer 4-in-1 SoC solution for a wide range of mobile applications. As a result of this attention to mobile device manufacturers’ needs, the MT6620 was designed to meet strict requirements, such as low power modes to conserve battery life, a reduced footprint to fit into small, sleek handset designs, and low cost to enable mass market mobile Wi-Fi enabled handsets. We believe that the MT6620 is optimized for mobile devices at the hardware, firmware, and driver levels to speed time to market of innovative designs.”
The MT6620 has entered mass production and is shipping to lead customers in sizable quantities now.
MT6620 Product Highlights:
– Low power, small size and high performance Wi-Fi/Bluetooth/GPS/FM solution
– Wi-Fi 802.11 a/b/g/n dual band single stream (20/40MHz) with dual band LNA and 2.4GHz PA integration
– Bluetooth 4.0+HS support with PA integration
– Supports GPS/Galileo/QZSS/SBAS with -165dBm tracking sensitivity
– FM Tx/Rx with RDS/RBDS support
– Supports Wi-Fi Direct and WAPI hardware encryption
– Supports FM over Bluetooth
– PLC (Packet Loss Concealment) technology for superior audio quality
– Advanced AlwaysLocateTM location awareness technology with ultra-low power consumption
– Flexible host interfaces including single SDIO for all wireless functions
Some history leading to MT6575
Stephen Elop’s (Nokia CEO) “Burning Platform” memo leaked by Engadget [Feb 8, 2011]:
In 2008, MediaTek supplied complete reference designs for phone chipsets, which enabled manufacturers in the Shenzhen region of China to produce phones at an unbelievable pace. By some accounts, this ecosystem now produces more than one third of the phones sold globally – taking share from us in emerging markets.
White-box handset makers gearing up smartphone and 3G handset production, MediaTek to benefit [DIGITIMES, Dec 3, 2010]:
White-box handset makers in China are gearing up their production of in-house designed smartphones and 3G handsets, a trend which will benefit Taiwan-based IC design house MediaTek. China’s white-box handset industry in 2010, has begun to place more emphasis on upgrading specifications and added value to enter the high-end segment, and has allocated more resources on development of intellectual property.
Even the China government has voiced its support for the white-box industry. Yang Xueshan, Deputy Minister of the Ministry of Industry and Information Technology (MIIT), recently said that the government will support the white-box business model as long as there is no infringement of IP.
Yang pointed out that from imitation to innovation is a process white-box handset makers have to go through, citing China-based telecom equipment maker Huawei Technologies as a success story. Huawei’s foray into the handset sector began with low-cost products and the company now has research and development capability, he said.
Supporting the white-box business model, given that no patents are infringed, is a good way to protect intellectual property rights as well as provide the most cost-effective products to consumers, Yang added.
More information: MediaTek as the catalyst of the white-board ecosystem
section within 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! [Experiencing the Cloud, Feb 21, 2011]
Look at the MTK History :MTK6575 Heading Toward 1Ghz smartphone for below $200? [Lady Panda, April 14, 2012]
…
Let’s look at the MTK History:
They first created chipsets for general phone such as MT6225, MT6235 based on their own MTK RTOS. MTK RTOS is known for fast, features rich and very customizable interface with most features support such as Dual SIM Dual Standby, Dual Camera(Front/Rear), ,MicroSD-HC up to 16-32GB, WiFi, Bluetooth (A2DP/Stereo and most other profiles), Very good J2ME support, Analog/digital DVB, FM Radio. A lot of features rich and very affordable handsets become to appear on marketfor prices below $100.
Then they were one of the first to create a dual SIM WCDMA chipset MT6268 which had even better J2ME support and also 3g features such as WCDMA data and 3G Video calls support. A lot of Dual SIM 3G handsets started to appear for about $150. They all were fully unlocked by default and without any contracts. It provided handsets with a lot of features for a very low price.
Then back in 2009 they have decided to enter the smartphones market with the new MT6516 chipset which provided a solution for fully featured yet low price Windows Mobile 6.5 and Android 2.2. handset with a price tag of below $150 while maintaing the popular Dual SIM Dual Standby Quad Band GSM feature, TV, FM, Bluetooth,GPS/AGPS, HQ Youtube playback, Capacitive Multi-touch screen, Dual Camera with flashlight,Android Market, Voice Search. This chipset was not a high performance gaming chipset, But it’s performancewas surprisingly well and exceeded even a lot of high end expensive chipsets.
Then in 2011 they have released the new MT6573 chipset. Now the MT6573 Android 2.3.4 phone cost $150-$210 and they still maintain the Dual SIM Dual Standby with Quad Band GSM and WCDMA/HSPA support. This chipset, Which main ArmV6 core is clocked at 600-650Mhz, integrate the PowerVR Series 5 GPU so it can run fluently games like Angry Birds, Fruit Ninja, Asphalt 5 and many more games. Most of them have 5-8MP back camera with HD video shoting and flashlight supported, HD Videos decoding. Still maintain the analog tv, Capacitive Multi-touch screen, FM Radio, 32GB MicroSD Slot,Bluetooth, GPS/AGPS, WiFi, Voice search and a lot of other advanced smartphonefeatures. The performance is very impressive for such a low price.
…
Turmoil on the H1CY12 market in China:
International and local brands, as well as white-box vendors are repositioning for the most lucrative CNY500 (US$79) to CNY1,000 (US$157) smartphone market of H2CY12 and on
Digitimes Research: Huawei, ZTE, Lenovo and Coolpad to take 40% of China smartphone market in 2012 [June 27, 2012]
The development of China’s smartphone market has drawn much attention, particularly in 2012, during which the local brands Huawei Device and ZTE will make it to the global top-10 smartphone vendor list. Digitimes Research expects two other brands, Lenovo and China Wireless Technologies (Coolpad), to see their smartphone shipments surpass the 10 million mark in 2012.
In the domestic market, Huawei and ZTE both have been trying to expand their share in the mid-range to high-end segments, resulting in a decline in shipments of low-priced models. While smartphone shipments by Huawei and ZTE will continue increasing in 2012, the two vendors are expected to see the ratios of their shipments to total smartphone shipments in China decline to 12% and 9%, respectively in 2012 from 16% and 11% of a year earlier.
Lenovo, which has been maintaining a close relation with chipset solution vendor MediaTek and has been focusing on the entry-level segment, is expected to ship 12 million smartphones in 2012, Digitimes Research estimates.
Coolpad is migrating to the smartphone sector rapidly and is likely to ship 11.1 million smartphones this year, accounting for 70% of its total handset shipments.
Digitimes Research predicts that shipments of smartphones in China will top 140 million units in 2012, with Samsung and Apple accounting for a combined 40% share. Huawei, ZTE, Lenovo and Coolpad are expected to together take up another 40%, limiting the development potential of other brands.
Taiwan IC designers looking to orders from China-based white-box smartphone vendors [DIGITIMES, June 20, 2012]
Taiwan-based IC design houses have rekindled their hope that they can cooperate once again with China-based white-box handset makers to make a strong presence in China’s smartphone market thanks to the offering of inexpensive chipset solutions from MediaTek and MStar Semiconductor and the rising popularity of smartphone models priced at around CNY1,000 (US$158), according to industry sources.
The availability of the mature and inexpensive chipset solutions and reference designs has lowered the barriers for white-box makers to also jump into the smartphone segment, the sources indicated.
Taiwan-based IC design houses which made a fortune previously by supplying related 2.5G ICs to the white-box manufacturing sector, have begun building up their inventory to meet anticipated demand from China-based white-box makers, noted the sources.
Given that international handset brands have a tendency to cooperate with a limited number of IC vendors, shipments to white-box handset makers in China will serve as a growth driverfor Taiwan-based IC vendors in the second half of 2012, said the sources.
Taiwan-based LCD driver IC vendors Novatek Microelectronics, ILi Techonology (Ilitek), Sitronix Technology, Orise Technology, and controller IC vendors Elan Microelectronics, Egalax-empia Technology (EETI), as well as analog IC makers Richtek Technology, Global Mixed-code Technology and Anpec Electronics will bebenfit from the re-rise of white-box handset makers, commented the sources.
China market: Small-scale makers and retail channels to stage comeback in smartphone segment [DIGITIMES, June 15, 2012]
Small-scale handset makers as well as retail handset channels in China may stage a comeback in the smartphone segment optimizing the availability of low-priced models, according to industry sources.
Under the aggressive marketing strategy and heavy subsidies launched by telecom carriers, sales of smartphones have been strong in the replacement market, said the sources, but added that the top carriers have been dominating the market with their customized models, affecting sales in retail channels, said the sources.
However, the availability of reference designs for the production of smartphones has enabled a large number of small- and medium-size handset makers in China to also jump into the segment, triggering a sharp decline in prices of smartphones, noted the sources.
Prices of unlocked smartphones are expected to drop to below CNY500 (US$79) soon, making it affordable for consumers to pick up smartphones at retail shops without signing subscription contracts with carriers, the sources commented.
China market: Qualcomm pushing sales of 3G solutions to small- to medium-sized handset makers [DIGITIMES, June 12, 2012]
Qualcomm has geared up efforts to push sales of its smartphone solutions to small- to medium-sized handset makers in China, attracting a number of vendors shifting away from the comparable solutions offered by Taiwan-based MediaTek, according to industry sources.
To counter Qualcomm’s strategy, MediaTek has also stepped up sales of its 3G solutions to first-tier handset makers in Chinainstead of its previous focus on small- and medium-sized vendors, the sources indicated.
In addition to Qualcomm and MediaTek, other chipset vendors including ST-Ericsson, Intel, Spreadtrum Communications and MStar Semiconductor, are exerting all-out efforts to grab the handset solution market in China, said the sources, adding that competition between Qualcomm and MediaTek is the fiercest.
But a large number of branded and white-box handset makers in China still prefer Android- and 3.5G-enabled solutions as well as dual-core solutions from MediaTek, since they have established mature business relationships with MediaTek, the sources commented.
Digitimes Research: Smartphones to take 32% of China handset market in 2012 [June 8, 2012]
Digitimes Research estimates that China handset shipments will grow to 430 million units in 2012, with smartphones likely to take 32% of the market, equivalent to 143 million handsets. Given that China already accounted for 22% of global handset shipments in 2011 and the country’s mobile user base is projected to hit 1.13 billion people in 2012, the potential of the country’s smartphone market is staggering.
The boom in China’s smartphone market that began in 2011 was sparked by the expansion of 3G service coverage and falling budget smartphone prices. Carriers have driven this change in an attempt to bolster flagging ARPUs, which stood at just CNY37 (US$6) per month for 2G users of China Unicom in 2011; the ARPU for the carrier’s 3G subscribers was a much more respectable CNY110, according to an upcoming Digitimes Research Special Report on China’s smartphone market.
Carriers have been able to entice China’s price-conscious consumers to make the 3G switch chiefly by offering extremely cheap smartphones priced at around CNY1,000, a figure which could yet fall as low as CNY599 in 2012. This concentration in the low end of the market is a major contributing factor to the dominance of Android in China.
However, consumers in this sector are not willing to spend heavily on profitable 3G services and ARPU for 3G users is already falling steeply. At the current rate of decline, the 3G ARPU will fall to an estimated CNY82 during 2013. China’s smartphone switchover may therefore not prove to be quite as lucrative as the country’s carriers had hoped.
Android 4.0 in entry-level to mid-range smartphones to rise in 2H12 [DIGITIMES, June 7, 2012]
While Android 2.x versions take up about 90% of Android-based smartphones, Qualcomm and MediaTek have begun to offer Android 4.0 common chip solutionsfor smartphone vendors and therefore version 4.0 is expected to be widely adopted for entry-level to mid-range smartphones in the second half of 2012, according to industry sources.
Because Samsung Electronics, HTC, LG Electronics and other vendors have launched Android 4.0 smartphones, and have offered upgrades for older models in the second quarter of 2012, the penetration rate of Android 4.0 has risen from 2.9% in April to 7.1% currently, the sources indicated.
China market: Entry-level smartphones to feature dual-core CPUs in 2H12 [DIGITIMES, June 5, 2012]
Smartphones featuring dual-core CPUs are expected to begin penetrating into the CNY1,000 (US$157) smartphone segment in China in the second half of 2012 thanks to dual-core reference designs offered by MediaTek and Qualcomm, according to industry sources.
Other chipset solution vendors such as ST-Ericsson are also expected to enter the dual-core segment soon, indicated the sources.
Dual-core smartphones may even become the mainstream white-box models in the second half which will squeeze market share from single-core models, and hence triggering a price war, the sources said.
In addition to pushing the clock speeds of CPUs from 1GHz to 1.2GHz, China-based handset makers will also adopt 4.3-inch displays for mainstream entry-level and mid-range modelsinstead of the prevailing 4-inch screens, added the sources.
Prices of single-core smartphones in China are likely to fall below CNY500 in the second half, which may result in a dumping of entry-level and mid-range smartphones by China-based handset makers in the global market, the source commented.
Qualcomm scores points in promoting QRD in China [DIGITIMES, June 4, 2012]
Qualcomm began to offer Qualcomm Reference Design (QRD), a platform for developing smartphone components including memory, sensors, touch screens, cameras and RD devices as well as application software, for vendors and makers in China two years ago and has made significant achievements in boosting inexpensive smartphones by helping its China-based partners, according to company senior vice president and Greater China president, Wang Xiang.
QRD aims to reduce input of resources in development and time to market for China-based smartphone vendors and makers, Wang said. 28 models of smartphones have been launched by 17 vendors under QRD, and more than 100 models are being developed for launch in 2012, Wang indicated.
Qualcomm has set up four China branches in Beijing, Shanghai, Shenzhen and Xi’an and two R&D centers in Beijing and Shanghai, according to company senior vice president and QRD director, Jeff Lorbeck.
Qualcomm will focus promotion of QRD in China to reduce component costs in 2012 and plans to help China-based partners tap emerging markets in India, Latin America and Southeast Asia through providing technical support in 2013, Wang said.
Lenovo aims to triple smartphone shipments in 2012 [DIGITIMES, June 4, 2012]
Lenovo plans to launch as many as 40 new models of smartphones in 2012, aiming to ramp up its smartphone shipments to 18 million unitsin the year compared to six million units shipped in 2011, according to the company.
Lenovo aims to roll out a lineup of smartphones with different price tags to meet demand from all segments of customers, the company said. Smartphone models priced below CNY1,000 (US$157) currently account for 30% of smartphones sold in China, models priced at CNY1,000-1,499 take another 30%, and those priced above CNY1,500 make up the remaining 40%, Lenovo indicated.
Lenovo saw its smartphone shipments in China grow 21-fold on year in the first quarter of 2012, enabling the company to take up a 10% share in the quarter compared to just 1% a year earlier. The vendor also captured the fourth-rank position in the smartphone segment in China in Aprilwith a 10.21% share, said China-based Sino Marketing Research.
WCDMA models account for 49% of all smartphones sold by Lenovo currently, followed by CDMA EV-DO models at 26% and TD-SCDMA models at 18%, the company noted.
Lenovo also plans to roll out dual-core models in the second half of 2012, using MediaTek’s MT6577 solutions and Qualcomm’s QRD 8×25 and 8×26 solutions, according to industry sources.
Lenovo’s handset OEM partners, including Foxconn International Holdings (FIH), Compal Communications and Wistron NeWeb, are expected to benefit from increasing shipments by Lenovo, the sources indicated.
China market: China Unicom gearing up for sub-CNY800 WCDMA smartphones [DIGITIMES, June 4, 2012]
China United Network Communications (China Unicom), the only WCDMA mobile telecom carrier in China, will promote sale of WCDMA smartphone models priced at below CNY800 (US$127) to attract 2G subscribers to shift to WCDMAin the China market, according to the company.
Of handsets sold at CNY599 or below in the China market in April 2012, TD-SCDMA models took up 24%, CDMA2000 EV-DO models 15% and WCDMA models 1%, according to China-based Sino Market Research. Of handsets sold at CNY600-799, TD-SCDMA, CDMA2000 EV-DO and WCDMA accounted for 20%, 10% and 6% respectively, Sino indicated.
The demand for smartphones in the China market in 2012 is forecast at 200 million units and 44% of which, that is, 88 million units, will be sold at below CNY800, meaning big opportunities for China Unicom, the company said.
In addition to inexpensive smartphones, China Unicom has cooperated with international vendors including LG Electronics, Nokia, HTC, Motorola Mobility as well as China-based vendors K-Touch and Xiaomi Technology to launch mid- to high-level models in the China market for market segmentation, the company noted.
China Unicom has been upgrading HSPA+ service and has deployed 21Mbps HSPA+ networks in 56 cities in China, the company said. While there have been 245 models of HSPA+-enabled terminal devices around the world, China Unicom plans to launch price-competitive models of such devices, the company indicated.
China market: First-tier local brands shifting focus to CNY1,000-1,500 smartphones [DIGITIMES, June 1, 2012]
First-tier local brand handset vendors in China have begun adjusting their strategy to focus on marketing mid-range smartphoneswith prices ranging CNY1,000-1,500 (US$157-236) instead of the previous focus on sub-CNY1,000 models, according to industry sources.
The launch of sub-CNY1,000 smartphones by the top-3 telecom carriers as well as the roll-out of CNY500 models by second-tier handset makersin China has induced top-tier vendors to shift their focus, said the sources.
The second-tier handset makers have been engaged in cut-throat competitionin order to win open bids released by the top-3 telecom service companies, noted the sources, adding that China Mobile has even launched a sub-CNY200 model.
Top-tier vendors, including Coolpad, ZTE, Huawei and Lenovo, are expected to reduce the number of their the sub-CNY1,000 smartphones and will be more active to participate in bidding for CNY1,000-1,500 models, said the sources.
The move by China-based top smartphone brands to the mid-range segment will see them take on some international players including Samsung Electronics, HTC, Nokia, Motorola Mobility which have ventured into the CNY1,000-2,000 segment, the sources commented.
Rumor: China’s Smartphone Prices to Drop to RMB 600 [Marbridge Daily]
Southern Daily, 5/31/12
Industry sources claim that China’s smartphone prices could drop to RMB 600 in H2 2012 due to increasing availability of low-priced smartphone chips. Smartphones featuring Taiwanese fabless semiconductor company MediaTek’s (MTK) MT6573 processor are available on B2C e-commerce sites such as Taobao and Paipai for RMB 800 and below. MediaTek’s MT6575 chipset, released in March, has already appeared in handsets from domestic handset vendors such as Lenovo (0992.HK), Gionee, ZTE (0763.HK; 000063.SZ), and Yulong (Coolpad), as well as foreign brands such as Motorola. The MT6575 is currently available for between RMB 1,000 to RMB 1,500. Taiwanese chipmaker MStar Semiconductor plans to release its first dual-core chipset solution for RMB 1,000 smartphones next week.
According to a source within Lenovo Mobile, ST-Ericsson released its U8500 dual-core chipset platform in Q1 2012, and handset models using the platform are available from overseas brands at prices no higher than RMB 2,000. Domestic brand handset models featuring the chipset are expected to reach the market in Q2 and Q3 priced at approximately RMB 1,500. Chinese internet company Shanda Interactive will soon release its own branded smartphone using the U8500 priced at RMB 1,199. In addition, Qualcomm will launch its MSM7x27A and MSM7x25A low-priced chipset platforms this year, which will feature in a number of RMB 1,000 smartphones from domestic handset manufacturers.
China-based smartphone vendors to compete with big players with ultra-thin models [DIGITIMES, May 29, 2012]
China-based handset vendors have ventured into the production of ultra-thin smartphones, enhancing their strength to compete with international brands in the global market, according to industry sources.
China-based vendor Oppohas highlighted this manufacturing trend in China by releasing the Finder recently. The Android 4.0-based Finder has a thickness of only 6.65mm.
The Finder also features a 1.5GHz dual-core processor, 1GB RAM, 16GB ROM, a 4.3-inch Super AMOLED Plus screen, an 8-megapixel rear camera and a 1.3-megapixel front camera, for a suggested retail price of about CNY3,500 (US$555)in China.
Oppo, one of the top-10 local brandsin China, focuses on the production of smartphones priced above CNY2,000 instead of the prevailing sub-CNY1,000 models, the sources noted.
Thickness of ultra-thin models by brands
Vendor
Model
Thickness
OS
Oppo
Finder
6.65mm
Android 4.0
Huawei
Ascend P1 S
6.68mm
Android 4.0
Motorola
Razr XT910
7.1mm
Android 2.3
HTC
HTC One S
7.95mm
Android 4.0
LG Electronics
Prada 3.0
8.5mm
Android 2.3
Samsung
Galaxy S III
8.6mm
Android 4.0
Apple
iPhone 4S
9.3mm
iOS5
ST-Ericsson seeking cooperation with China-based low-cost smartphone vendors, says paper [DIGITIMES, May 28, 2012]
ST-Ericsson has won adoption of its U8500 chip solution by China-based Shanda which will launch a smartphone for sale at about CNY1,000 (US$158) in the China market on June 6, according to China-based 21st Century Business Herald.
ST-Ericsson is seeking adoption of its chip solutions by more China-based vendors looking to launch smartphones priced at CNY1,000-2,000, the paper indicated. Smartphones for sale at CNY1,000-2,000 accounted for about 50% of all smartphones sold in the China market in 2010 and 2011, with ZTE, Huawei, and Coolpad the leading vendors, the paper said.
China market: 4 local vendors amid top-5 in 3G smartphone market in April [DIGITIMES, May 25, 2012]
In the China market, Samsung Electronics recorded the largest market share of 22.75% for 3G smartphones in April 2012, followed by four China-based vendors — Coolpad with 11.17%, Huawei with 10.92%, Lenovo with 10.21% and ZTE with 9.28%, China Economic Netcited China-based Sino Market Research as indicating.
Other international vendors’ market shares were 8.52% for Apple, 4.14% for Motorola Mobility, 3.95% for Nokia and 2.82% for HTC, the report indicated.
The increased market occupation by China-based vendors was mainly due to selling of their entry- to mid-level 3G smartphone models through contract-bundled sales by China Mobile, China Telecom and China Unicom, the report said.
MediaTek lands 2.5G handset solution orders from Nokia, say sources [DIGITIMES, May 21, 2012]
MediaTek reportedly has landed orders for 2.5G handset solutions from Nokia with shipments to begin in the third quarter of 2012, according to industry sources. MediaTek declined to comment.
Given that global demand for 2.5G handset solutions still reaches one billion units a year, there is room for MediaTek to further expand sales in the segment although the company’s sales of 2.5G solutions have been turning weak recently, indicated the sources. MediaTek shipped 550 million 2.5G solutions in 2011.
With a revised goal of shipping 75 million 3G solutions in 2012, mostly to first-tier handset makers in China, MediaTek is expected to post strong revenue growth in the second half of the year, the sources noted.
Smartphone vendors considering other chip sources due to short supply of Qualcomm Snapdragon S4 [May 15, 2012]
Qualcomm has seen supply of its Snapdragon S4 processors fall short of increasing demand and the situation has pushed international smartphone vendors, including Samsung Electronics, LG Electronics, HTC and Sony Mobile Communications, to consider other suppliers, according to Taiwan-based handset supply chain makers.
The short supply of Snapdragon S4 is because Taiwan Semiconductor Manufacturing Company’s 28nm foundry capacity is not sufficient and/or the yield rate of the process is not high enough, the sources pointed out.
MediaTek looks to ship 75 million 3G solutions in 2012 [DIGITIMES, May 9, 2012]
MediaTek is expected to ship 75 million 3G handset solutions in 2012, a 50% increase from 50 million units it projected earlier, according to industry sources.
Insufficient capacity of the 28nm process at Qualcomm has forced China-based Huawei Device and ZTE, in addition to existing client Lenovo, to source 3G solutions from MediaTek, contributing to a sharp increase in orders for the IC design house, indicated the sources.
Huawei’s and ZTE’s 3G smartphones built based on MediaTek’s MT6575 solutions are expected to hit the market at the end of the second quarter or early in the third quarter of 2012, said the sources, adding that the new M6575 models from Huawei and ZTE will directly take on Lenovo’s comparable model, the A750, in the China market.
Meanwhile, MediaTek has reported consolidated revenues of NT$7.942 billion (US$269 million) for April, decreasing 3.48% on month but increasing 4.19% on year. For the January-April period of 2012, consolidated revenues amounted to NT$27.557 billion, up 0.25% on year, said MediaTek.
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 vendorsto 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 market: Motorola moving into CNY1,000 smartphone segment, says paper [DIGITIMES, April 13, 2012]
Motorola Mobility has ventured into the CNY1,000 (US$159) smartphone segment in China with the launch of its XT390 smartphone in cooperation with China Unicom, according to a Chinese-language Commercial Timesreport.
The XT390 is also the first Android-enabled smartphone rolled out by Motorola using MediaTek’s 6575 chipset solution, indicated the paper.
Motorola has outsourced the production of the XT390 to Arima Communications and may place orders for up to one million smartphones with the Taiwan-based handset ODM in the second quarter of 2012, said the paper.
China market: Top-4 local vendors to keep entry-level smartphone prices around CNY1,000 in 2012 [DIGITIMES, March 30, 2012]
The top-4 China-based branded handset vendors – Huawei Device, ZTE, Lenovo and Coolpad – will continue to develop the CYN1,000 (US$159) smartphone segment in China in 2012 and will prevent their channel operators from engaging in price-cutting competition with white-box vendors, according to industry sources.
More newcomers have entered the smartphone sector in China, propelled by the launch of related reference designs for smartphones by MediaTek, MStar Semiconductor, Qualcomm and Spreadtrum Communications, raising the possibility that prices of the entry-level smartphones may drill downward to a range of CNY400-700 compared to the prevailing prices of around CNY1,000, the sources noted.
Despite increasing pricing competition from white-box handset makers as well as international brands including Nokia and Samsung Electronics, the top-4 local brand vendors are unlikely to lower their prices further until makers in the handset component supply chain are able to reduce their quotes substantially, said the sources.
To maintain competitiveness and brand images, the top-4 vendors are expected to roll out models with higher hardware specifications for the CNY1,000 segment, the sources commented.
Shipments of smartphones in China are expected to grow 40-60% on year in 2012, the sources estimated.
China-based white-box handset players may face bankruptcy [DIGITIMES, March 29, 2012]
China-based white-box handset players are suffering as larger local players ZTE, Lenovo and Huawei are aggressively entering the CNY1,000 (US$159) smartphone segment, while first-tier smartphone brands such as Samsung Electronics and Nokia are also reducing their prices. White-box players are expected to see a 30% drop in their overall sales in 2012 with several hundred expected to go bankrupt, reshuffling China’s handset industry, according to sources from smartphone players.
As consumers in China have increasing demand for Internet connectivity, while their recognition of brand names is also rising, the white-box handset market in China, which is mainly focused on low price and design flexibility, is shrinking rapidly.
Since China-based telecom carriers are aggressively providing subsidies to ZTE, Huawei and Lenovo to allow these players to lower their smartphone prices, while white-box players are losing their advantages in price as they are unable to acquire cheap components due to their shipment scale, it has helped larger smartphone players to narrow the price gap with white-box handsets.
With more brand vendors pushing into the mid-range and entry-level smartphone market, the average price of entry-level smartphones is expected to reach CNY700 (US$100), a level almost the same as cost. In addition, white-box players’ advantages in design flexibility is also no longer attracting consumers as the size of the touch screen has already become the major criteria for consumers.
China market: Chip vendor competition heating up for 1GHz processors used in inexpensive smartphones [DIGITIMES, Jan 17, 2012]
As China Mobile, China Telecom and China United Network Communications will procure large volumes of inexpensive smartphones equipped with 1GHz processors, there is increasing competition among handset chip vendors Qualcomm, Taiwan-based MedaTek, Broadcom and China-based Spreadtrum Communications, according to Taiwan-based handset makers.
While the four vendors and others have offered 1GHz chip solutions supporting 3.5G, Android, multimedia and dual-mode functions, the Qualcomm-developed MSM7227A [Cortex-A5 based @ upto 1GHz]solution has gained the upper hand, followed by MediaTek-developed MT6575, the sources indicated. In contrast, Spreadtrum and Broadcom are competing for orders by virtue of differentiation in function, with the former focusing on TD-SCDMA, a China-developed 3G standard, solutions and the latter’s solutions featuring integration of NFC (near field communication), Bluetooth 4.0, 802.11n and GNSS (global navigation satellite system) functions, the sources pointed out.
In the China market, Nokia, Samsung Electronics, Motorola Mobility, Sony, HTC as well as China-based vendors Huawei Device, ZTE, Lenovo, TCL, Haier and Hisense will launch inexpensive entry-level smartphones equipped with 1GHz processor in 2012, the sources noted. China-based vendors are expected to release ODM or EMS orders to Taiwan-based makers, the sources indicated.
Less focus on feature phones while extending the smartphones effort: further readjustments at Nokia
Update as of Aug 9, 2012: … Lumia direction … camera direction …
… Asha positioning vs. Lumia and Android:
[3:19] First of all what we’re working on with Windows Phone is to take it as low end price point as we possibly can. Having said that, the Nokia Asha devices have really been developed with the emerging market consumer in mind. We’ve brought a lot of smartphone like features to the user interface, as well as investing in making access to the Internet possible for consumers who have real affordability constraints, for data compression in our browser etc. We are working to continue to invest there so that Asha is a relevant competitor to the lowest end Android devices. [4:05]
see: The BGR Show – Nokia’s Smartphones Guru [iamOTHER YouTube channel, Aug 9, 2012]
- Speculations about Nokia
- Nokia and the Windows Phone Summit
- Nokia Q&A conference for financial analysts and investors, June 14, 2012
- Nokia announcements, June 14, 2012
- Scalado acquisition
- Asha Touch family of mobile devices
Closely related information:
– Windows Phone 8 software architecture vs. that of Windows Phone 7, 7.5 and the upcoming 7.8 [June 22, 2012]
– The new, high-volume market in China is ready to define the 2012 smartphone war [Jan 6 – Feb 17, 2012]
– Tech investment banking expertise to strengthen the unique value focus of growing the HTC brand and to achieve high growth again [April 18 – 25, 2012]
Other related information:
– The Where Platform from Nokia: a company move to taking data as a raw material to build products [April 7, 2012]
– Nokia under transition (as reported by the company) [March 11-30, 2012]
– Nokia’s strategy for “the next billion” based on software and web optimization with super low-cost 2.5/2.75G SoCs [Feb 14 – April 23, 2012]
– Nokia trying the first Lumia month in China with China Telecom exclusive [March 28, 2012]
– MWC 2012 day 1 news [Feb 27, 2012]: Samsung and Nokia [Feb 28 – March 1, 2012]
– China-based second-tier and white-boxed handset makers targeting the emerging markets [Feb 13, 2012]
–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 [Jan 29, 2012]
– Nokia’s Lumia strategy is capitalizing on platform enhancement opportunities with location-based services, better photographic experience etc. [Jan 12 – April 27, 2012]
– Smarterphone end-to-end software solution for “the next billion” Nokia users [Jan 9, 2012]
– The precursor of 2012 smartphone war: Nokia Lumia vs. Samsung Omnia W in India [Jan 3 – 23, 2012]
– 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 ]
Speculations about Nokia
A “short-term surprise” technology speculation: Nokia Air [s60betalabs YouTube channel, June 24, 2012]
A “short-term” investors’ speculation: Nokia Takeover Seen As Collapsing Shares Signal Bottom: Real M&A [Bloomberg, June 15, 2012]
… Nokia plunged 18 percent yesterday after forecasting a wider second-quarter operating loss from handsets and saying it will cut as many as 10,000 jobs as it cedes market share to Apple Inc. (AAPL)’s iPhone and Samsung Electronics Co. devices. After wiping out about $100 billion in market value, Espoo, Finland- based Nokia trades at a 38 percent discount to its net assets, the least expensive on record, according to data compiled by Bloomberg dating back to 1995.
…
Nokia started out as a wood-pulp and paper company in 1865 before expanding into rubber, electronics and eventually telecommunications. The company’s market capitalization, which was more than 300 billion euros in 2000, has tumbled more than 90 percent since the iPhone was introduced five years ago, valuing it at 6.8 billion euros ($8.6 billion) as of yesterday.
…
Nokia had $12.4 billion in cash and short-term investments as of March 31, topping its market value of $8.6 billion yesterday, the data show. After accounting for debt, Nokia’s net cash position of $5.9 billion is still the equivalent of 68 percent of its market capitalization.
“Close to half of the market cap is cash — that’s cheap no matter what’s going on,” Falcon Point’s Mahoney said. For private-equity firms, “it’s cheap enough. When you are at this type of level, you don’t even need to cut costs that much to get value out of the transaction.”
…
“Who would buy them at this point?” Lars Soederfjell, a Stockholm-based analyst with Bank of Aaland, said in a telephone interview. “You need to stabilize the business. There’s too much uncertainty. It’s more like buying a lottery ticket than anything else.”
Still, industry analysts at Gartner and Framingham, Massachusetts-based IDC say they expect the Windows Phone platform will make inroads as Microsoft develops it further.
Carolina Milanesi, an analyst at Gartner, said the firm forecasts Windows Phone will be the second-biggest smartphone ecosystem after Android in 2015. IDC expects Windows Phone to pass Apple’s iOS in 2016.
…
Nokia seen to be running out of money and time [Helsingin Sanomat, June 15, 2012]
A result warning and the decision to cut 10,000 jobs by the end of next year is a stark indication of how badly Nokia’s business activities and financial position have weakened this year. Furthermore, there are no indications of improvement any time soon.
The Finnish mobile telephone manufacturer expects its operating loss to increase in April-June, and the complicated turns of phrase in the result warning suggest that the spiral will not end in the third quarter either.
…
Nokia is cutting 3,700 jobs in Finland. A mobile phone factory in Salo, which employs 850 people, is to be shut down, and the research and development unit in Oulu is to be scaled back. In addition, a research and development unit in the German city of Ulm, which has 730 employees, is to be shut down.
Job cuts are also likely to affect locations in Finland other than Salo and Oulu, but Nokia gave no further details on the matter on Thursday.
The aim is to reduce the operational costs of the mobile phones unit to EUR 3 billion by the end of next year. In 2010 the costs were EUR 5.4 billion.…
By the end of March Nokia’s net assets (liquid assets minus debts with interest) had declined by more than EUR 2.1 billion. In the present quarter this trend has probably accelerated.
The depletion of assets and the significant reduction in sales could eventually lead to insolvency and possibly even bankruptcy. To avoid this, costs need to be reduced to better correspond to shrunken business activities.
After the reductions in jobs, Nokia has about 44,000 employees at work around the world [sans Nokia-Siemens obviously]. The last time that the company had such a small work force was in 1998. The serious problems are attributed to miscalculations by the management and the board of directors that have been made since 2005.
The company lost competitiveness because it held on too long to the antiquated Symbian operating system.
Nokia and the Windows Phone Summit
Closely related information:
– Windows Phone 8 software architecture vs. that of Windows Phone 7, 7.5 and the upcoming 7.8 [June 22, 2012]
Nokia at Windows Phone 8 Microsoft Dev Summit 2012 [Camb078 YouTube channel, June 21, 2012]
Nokia at the Windows Phone 8 unveiling [Nokia Conversations, June 20, 2012]
Today, Nokia’s Kevin Shields – who leads product development for Lumia smartphones – joined Microsoft representatives on stage at the Windows Phone Summit in San Francisco to outline how we’re working together to build a winning Windows Phone ecosystem and bring new experiences to Lumia phones.
Microsoft’s Terry Myerson, Kevin Gallo and Joe Belfiore started the morning by previewing Windows Phone 8, which will come out later this year, and unveiled new hardware specs like NFC, multi-core processors and improved screen resolutions.
With years of experience building NFC experiences on Symbian, the Nokia N9 and most recently the Nokia Lumia 610 NFC with Orange, we’re excited about what we can do with NFC across the whole of Windows Phone. Just take another lookat the Nokia Play360 NFC speakers if you have any doubts.
Microsoft also revealed that Nokia would continue bringing unique innovations to Windows Phone 8 through our hardware, services and apps.
Nokia Lumia owners to get new Windows Phone 8 experience
But the news doesn’t stop there. For those who already have Lumia devices with Windows Phone 7.5, you’ll be able to update your phones with some of the new Windows Phone 8 features like the start screenand download new apps from companies like Zynga, whose Words with Friends and Draw Something will be available in Autumn.
Microsoft also announced today that the Windows Phone Marketplace has reached 100,000 apps, and with Windows Phone 8 sharing the Windows 8 core, millions of Windows developers will also be able to develop for Windows Phone ecosystem. Lumia customers can expect thousands more apps to be introduced across Windows Phone platform.
The announcements underline the progress Nokia is making with the Lumia family of smartphones and in building a winning ecosystem with Microsoft. It shows how the Windows Phone experience continues to evolve at a faster pace than the competition and how Nokia’s continued investments in great location-based services benefit partners, developers and consumers.
New apps and functionality for Lumia owners
Finally, Kevin revealed that Nokia will deliver existing Lumia customers exclusive new Marketplace apps like digital Camera Extras to bring new possibilities to your Lumia including panorama shots, a self-timer, Action Shot for capturing movement and Smart Group Shot for creating the perfect group shot from several different images; new features for Nokia Drive and Nokia Transport; and also distributing a pattern of updates like WiFi tethering and flip-to-silence.
To learn more about those updates and when you can expect to see the new apps in Marketplace, check out this dedicated post. There’s a lot of exciting new stuff coming to Lumia now and in the future and we’ll keep you posted.
Camera Extras for Nokia Lumia — More Options for Capturing Great Pictures [Nokia YouTube channel, June 20, 2012]
Nokia Drive for all Windows Phone 8 smartphones [Nokia Conversations, June 20, 2012]
Location-based services, as Nokia announced last week, are becoming more and more core to our strategy. We’re focusing on location-based services, not just at Nokia, but bring our extending our services across many industries.
Today, we are making Nokia Drive available to other Windows Phone 8 partners to offer a turn-by-turn navigation experience for people in over 110 countries. Nokia Driveis one of the key experiences on Nokia Lumia smartphones, thanks to its ease of use and the experience that has gone into developing our location-based services. With Nokia Drive on Windows Phone 8, we will make drive navigation effortless.
Nokia Drive is one of the major apps that on Nokia’s location platform. Today, we are also making this platform and its unrivalled quality of data and richness of features available on Windows Phone 8 for all partners. This means that Nokia’s Location platform will be central to the Windows Phone 8 experience, with the intention of developing smartphones that bring advanced location experiences. Windows Phone 8 partners and developers will be able to use our location assets to build location-based apps and experiences of superior quality.
Nokia has more quality location data than any smartphone manufacturer in the market. Our platform is the most advanced mobile location platform in the world because it offers true offline functionality (for the past six years), fast client-side map rendering (50 fps) and only requires 10 per cent of the bandwidth when compared to traditional server-side map platforms.
The Nokia location platform is the biggest in the world:
We have maps data for more than 190 countries in more than 50 languages and navigation in more than 110 countries
We collect information from Nokia Drive users and local authorities to provide traffic alerts in 26 countries, and also allow dynamic rerouting
We have venue maps in over 5,000 shopping malls, train stations, airport, sports venues, etc. in 35 countries
We support multi-modal routing: by car, on foot (including footpaths, shortcuts, etc. in over 400 cities) and by public transportation (over 100 cities)
Also, Nokia’s location data is not confined to smartphones and computers. Our data already powers four out of five cars with in-car navigation and our customer list includes top brands in the tech and auto industries: Bing, Yahoo!, BMW and Ford.
All of these elements are coming together to form the ultimateWhere experience, connecting individuals with the world around them. At Nokia, we are working on constantly improving that experience, and striving to deliver novel and meaningful customer interactions with our location platform, content and apps.
*Image credits: Samsung and HTC respectively. This is a mockup of what Nokia Drive might look like on different Windows Phone 8 devices.
Nokia Q&A conference for financial analysts and investors, June 14, 2012
Nokia’s Elop: Lumia price cuts will help us take on Android in retail war [ZDNet, June 14, 2012]
Consumers do actually like Nokia’s Windows Phone Lumia device, but retailers are proving harder nut to crack, according to Nokia chief exec Steven Elop – as he set the scene for a price war with Android.
For the relatively small number of consumers the Lumia has reached in its short existence, the phone has been “well received”, Elop told analysts on a conference call Thursday.
…
With “specific support from Microsoft”Nokia will aim to increase its appeal by pushing the price of the Lumia line below the entry level Lumia 610 as part of its “low end price point war” with Android.
The real challenge, Elop said, is convincing retailers to bring the device out of the shadows.
“How do you get a preferred position on a shelf, how do you make sure the lights on your device are brighter than the ones from down the road?” asked Elop.
While the aim is to get more Lumia devices into the hands of consumers, Nokia will in fact narrow its direct sales and marketing efforts to select markets, palming off less significant ones to distributors to be managed through a central hub.
The US, UK, China and “certain” Asian and European nations would remain in focus with more effort placed on carrier partnerships, said Elop.
“We’re deliberately going through a cycle of concentrating on some markets at the expense of others.”
…
While mapping and navigation have become commoditised, Elop said, Nokia’s location-based services would give it an edge over rivals, pointing to Nokia City Lens, its augmented reality application, and its public transport mappingsystem.
Elop blamed Nokia’s inability to differentiate the Nokia experience on Windows Phone to date on its late entry on the platform but added that Windows Phone 8 (Apollo) and Windows 8, both expected to be released by the end of summer or thereabouts, will be “key milestones” for Nokia.
Nokia to End “Meltemi” Effort for Low-End Smartphones [AllThingsD, June 14, 2012]
One of the casualties of Nokia’s latest cuts is Meltemi, the company’s effort to create a new Linux-based operating system for low-end smartphones.
…
Nokia never officially confirmed the existence of Meltemi, so it likewise isn’t confirming its demise. However, sources tell AllThingsD that the project has been shelved, though elements of it may live on in other efforts.
…
Asked about Meltemi on a conference call Thursday, Nokia CEO Stephen Elop said that he had never talked publicly about a development project by that name, but noted that Nokia was ending some development projects.
In its press release, Nokia also took pains to note its continued focus on its current low-end smartphone platforms, known as Series 30 and Series 40. Last week, the company announced new all-touch phones in its Series 40-based Asha line.
…
Richard Kerris, who helps lead Nokia’s efforts with developers, said that Thursday’s moves, while difficult, should allow the company to put more resources into its key projects.
“We have awesome products in the pipeline, and our developers are going to love them,” Kerris said.
Nokia is also exploring alternatives for another of its development environments, known as Qt, which today is used largely in embedded devices.
“We’re fans of Qt, and we’ll continue to support it in the near term, but are being open about looking for opportunities which may be best for this developer framework,” Kerris said.
More information:
– Nokia Meltemi survivors suggest axed OS was nearly ready [SlashGear, June 21, 2012]
– No Meltemi, what about Smarterphone? What is there beyond S40? What of Qt? [My Nokia Blog]:
According to TheRegister, the Smarterphone team will work on S40 instead.
– MediaTek lands 2.5G handset solution orders from Nokia, say sources [DIGITIMES, May 21, 2012]
MediaTek reportedly has landed orders for 2.5G handset solutions from Nokia with shipments to begin in the third quarter of 2012, according to industry sources. MediaTek declined to comment.
Given that global demand for 2.5G handset solutions still reaches one billion units a year, there is room for MediaTek to further expand sales in the segment although the company’s sales of 2.5G solutions have been turning weak recently, indicated the sources. MediaTek shipped 550 million 2.5G solutions in 2011.
With a revised goal of shipping 75 million 3G solutions in 2012, mostly to first-tier handset makers in China, MediaTek is expected to post strong revenue growth in the second half of the year, the sources noted.
Nokia announcements, June 14, 2012
- Nokia sharpens strategy and provides updates to its targets and outlook [Nokia press release, June 14, 2012]
- Nokia announces executive changes; renews Leadership Team [Nokia press release, June 14, 2012]
Nokia’s own diagnosis:
During the second quarter 2012, competitive industry dynamics are negatively affecting the Smart Devices business unit to a somewhat greater extent than previously expected. Furthermore, while visibility remains limited, Nokia expects competitive industry dynamics to continue to negatively impact Devices & Services in the third quarter 2012. Nokia now expects its non-IFRS Devices & Services operating margin in the second quarter 2012 to be below the first quarter 2012 level of negative 3.0%. This compares to the previous outlook of similar to or below the first quarter level of negative 3.0%.
Nokia’s strategic changes:
Nokia plans to:
- Invest strongly in products and experiences that make Lumia smartphones stand out and available to more consumers;
- Invest in location-based services as an area of competitive differentiation for Nokia products and extend its location-based platform to new industries; and
- Improve the competitiveness and profitability of its feature phone business.
Nokia City Lens for Nokia Lumia: Augmented Reality Browser (Beta) [Nokia YouTube channel, May 8, 2012]
In Smart Devices:
Nokia plans to extend its strategy by
- broadening the price range of Lumia; and
- continuing to differentiate with:
– the Windows Phone platform,
– new materials,
– new technologies and
– location-based services, including navigation and visual search applications such as the recently announced Nokia City Lens- acquisition of assets from Sweden-based Scalado, which currently has imaging technology on more than 1 billion devices. This acquisition is aimed at strengthening Nokia’s imaging assets.
Scalado’s Vision [ScaladoInc YouTube channel, June 1, 2012]
In Mobile Phones:
Nokia aims to
- further develop its Series 40 and Series 30 devices, and
- invest in key feature phone technologies like the Nokia Browser, aiming to be the world’s most data efficient mobile browser. Early results of this innovation can be found in Nokia’s latest Asha feature phones which offer a full-touch screen experience at lower prices.
Additional reductions in Devices & Services:
Nokia plans to pursue a range of planned measures including:
- Reductions within certain research and development projects, resulting in the planned closure of its facilities in Ulm, Germany and Burnaby, Canada;
- Consolidation of certain manufacturing operations, resulting in the planned closure of its manufacturing facility in Salo, Finland. Research and Development efforts in Salo to continue;
- Focusing of marketing and sales activities, including prioritizing key markets;
- Streamlining of IT, corporate and support functions; and
- Reductions related to non-core assets, including possible divestments.
Nokia plans to reduce up to 10,000 positions globally by the end of 2013.
Taking into account these planned measures the company now targets to reduce its Devices & Services non-IFRS operating expenses to an annualized run rate of approximately EUR 3.0 billion by the end of 2013. This is an update to Nokia’s target to reduce Devices & Services non-IFRS operating expenses by more than EUR 1.0 billion for the full year 2013, compared to the full year 2010 Devices & Services non-IFRS operating expenses of EUR 5.35 billion. This means that in addition to the already achieved annualized run rate saving of approximately EUR 700 million at the end of first quarter 2012, the company targets to implement approximately EUR 1.6 billion of additional cost reductions by the end of 2013.
Joining the Nokia Leadership Team effective July 1, 2012:
- Juha Putkiranta as executive vice president of operations
In place of Niklas Savander, executive vice president of Markets who led Nokia’s sales, marketing, supply chain, manufacturing operations and information technology teams
Formerly, Putkiranta was senior vice president, supply chain. “Juha has demonstrated exceptionally strong leadership in leading our supply chain operations,” said Stephen Elop. “His breadth of experience at Nokia will help with our focus.”
- Timo Toikkanen as executive vice president of Mobile Phones
In place of Mary McDowell, executive vice president of Mobile Phones, who is leaving to pursue other opportunities outside of Nokia
Formerly, Toikkanen was vice president, business development, programs and special projects. “Timo is well known as an engaging leader with valuable business acumen and keen insights into delivering customer satisfaction,” said Stephen Elop. “These attributes will be key as we progress through our transformation.”
- Chris Weber as executive vice president of sales and marketing
In place of:
– Jerri DeVard, executive vice president and chief marketing officer [joining Nokia just in January 2011] who led Nokia’s marketing and brand management as a member of the Nokia Leadership Team, and who is leaving to pursue other opportunities outside of Nokia
– Niklas Savander, executive vice president of Markets who led Nokia’s sales, marketing, supply chain, manufacturing operations and information technology teams [Note that Savander had sales duties just for the last two months, taking over from the long-term Nokia veteran Colin Giles who decided “to leave the company to be closer to his family”]Formerly, Weber was senior vice president Markets, Americas. “Chris has made tremendous strides in kick starting our re-entry into the US and his track record of driving results will serve Nokia well,” said Stephen Elop.
In addition to that there were two additional new appointments:
Tuula Rytila as senior vice president and chief marketing officer
In place of Jerri DeVard, executive vice president and chief marketing officer [joining Nokia just in January 2011] who is leaving to pursue other opportunities outside of Nokia. Rytila, who will report to Weber, was formerly senior vice president of portfolio and business management.
Susan Sheehan as senior vice president of communications
Sheehan, who reports to Elop, was formerly vice president of communications.
There were new single word expressions of the executives’ views on the second day of a meeting considering the options, according to Helsingin Sanomat:
Exhausting week for Nokia CEO
Difficult decisions made late Wednesday…
- love – “Love for design and love for future products”: Marko Ahtisaari, Design
- passion: Henri Tirri, Chief Technology Officer
- purpose: Michael Halbherr, Location and Commerce
- consumer: Chris Weber, Sales and Marketing
- consumer: Tuula Rytilä, Chief Marketing Officer
- commitment: Jo Harlow, Smartphones
- result: Timo Toikkanen, Mobile Phones
- result: Juha Äkräs, Human Resources
- success: Stephen Elop
Scalado acquisition
Scalado Remove – Capture a clear view [ScaladoInc YouTube channel, Feb 13, 2012]
Nokia to acquire developers, technologies and intellectual property for imaging from Scalado [Nokia press release, June 14, 2012]
Acquisition aimed at enhancing imaging experiences for Nokia Lumia devices
Espoo, Finland and Lund, Sweden: Nokia is announcing plans to acquire world-class imaging specialists as well as all technologies and intellectual property from Scalado AB.
“Nokia has been working with Scalado for more than ten years and they’ve contributed to many of our leading imaging applications,” said Jo Harlow, executive vice president, Smart Devices at Nokia. “This transaction would enable us to combine our leadership in camera devices with their expertise in imaging, helping people move beyond taking pictures to capturing moments and emotions and then reliving them in many different ways.”
The Lund site is planned to become a key site for Nokia’s imaging software for smartphones, in addition to Nokia’s existing locations in Espoo and Tampere, Finland.
“This is a great opportunity for many of our people to show their leadership in imaging and to continue to build its future,” said Håkan Persson, chief executive officer of Scalado AB. “Doing this as part of Nokia, already a leader in mobile imaging, will reinforce the strength of the technologies and competences developed at Scalado. We are very excited about this opportunity, which is a natural next step in our longstanding relationship with Nokia.”
The transaction, which is subject to customary closing conditions, is expected to close during the third quarter of 2012. The terms of the transaction are confidential.
Scalado Rewind – The perfect group shot 3 [ScaladoInc YouTube channel, July 15, 2011]
Nokia to acquire developers, technologies and intellectual property for imaging from Scalado [Sacalado press release, June 14, 2012]
Lund, Sweden: Scalado is announcing plans under which Nokia would acquire world-class imaging specialists as well as all technologies and intellectual property from Scalado
“This is a great opportunity for many of our people to show their leadership in imaging and to continue to build its future,” said Håkan Persson, chief executive officer of Scalado AB. “Doing this as part of Nokia, already a leader in mobile imaging, will reinforce the strength of the technologies and competences developed at Scalado. We are very excited about this opportunity, which is a natural next step in our longstanding relationship with Nokia.”
The Lund site is planned to become a key site for Nokia’s imaging software for smartphones.
Scalado AB will continue to exist. All present customer agreements and obligations will remain with Scalado AB. The main task of Scalado AB will be to continue to work with our customers honoring our delivery and support obligations and fulfill any and all obligations in relation to its existing customers.
“We are very pleased to have signed an agreement with Nokia” said Anders Lidbeck, Chairman of the Board of Scalado AB. “We believe that this not only creates value for Scalado employees and shareholders but also ensures the future development and use of the Scalado heritage and technology”
The transaction, which is subject to customary closing conditions, is expected to close during the third quarter of 2012. The terms of the transaction are confidential.
Home /ABOUT US
Scalado is a world leader in the mobile imaging industry, with a long history of developing innovative platform-independent imaging solutions. Based on Scalado’s unique Random Access JPEG and more than 50 patent and patent pending technologies, these innovations are currently being used by the world’s leading global telecom and platform players in over 1 billion mobile devices, a figure that is growing with over 500 million devices each year.
Since the start, the company’s mission has been to help camera and mobile phone manufacturers to significantly improve their imaging solutions in order to deliver an optimal end-user experience. Scalado helps companies shorten their time-to-market and differentiate their products through imaging solutions that offer top of the line advantages in editing, enhancing, viewing and sending images.
Scalado’s technology has gained worldwide recognition by all of the major players in the IT industry. The company already licenses its solutions to the top five tier 1 mobile phone manufacturers, top 10 ISP/Sensor companies, and most leading platform providers. As a result, when someone is using a camera phone, it’s very likely that Scalado’s patented imaging platform is onboard.
Through the years, the company has received several awards for innovation and excellence in export. In 2010, Scalado was bestowed the Hermes Export Award by the Swedish Chamber of Commerce on World Trade Day, and listed as one of the fastest growing companies in EMEA.
Scalado has offices in Sweden (HQ), Korea, China, Taiwan, Singapore and the United States. The company employs around 110 people, most of them working at its Swedish HQ in Lund. Scalado has been doubling its revenues year on year since 2007.
Introducing PhotoBeamer [ScaladoInc YouTube channel, May 29, 2012]
The first product from Scalado was the imaging web tool Scalado™ ImageZoom™. Today we still work with imaging but have changed our focus to benefit the telecom industry and hand held devices.
2012
- Scalado™ now included in more than 1 billion mobile devices (over 500 million/year)
- Scalado™ Remove showcased live at Mobile World Congress in Barcelona
- Scalado™ will co-host 6Sight, Future of Imaging Conference, in June in New York City
2011
- Scalado™ now included in more than 900 million camera phones
- Scalado™ releases Camera & Album application
- Scalado™ expands into China and Singapore
- Scalado™ is one of the fastest growing companies in EMEA (Europe, Middle East and Africa) according to Deloitte
2010
- Scalado™ is awarded with the prestigious prize “Export Hermes”
- Scalado™ now included in more than 500 million camera phones
- Scalado™ relocates to new and larger head office
- Scalado™ employs a new CEO, Håkan Persson
- Scalado™ changes logotype and graphic profile
- Scalado™ expands into Japan and Taiwan
- Scalado™ starts collaboration with Qualcomm Incorporated
- Scalado™ opens regional office in USA
- Scalado™ nominated for the Great Export Prize 2010 (Sweden)
- Scalado is nominated at the “Mobile Gala” for “Innovative Technology of the Year”
2009
- Scalado™ shows its financial strength with highly-prized “triple-A” credit rating
- Scalado™ now included in more than 400 million camera phones
- Scalado™ featured in the 100 million club (published by Vision Mobile)
- Scalado™ nominated in GSMA’s Mobile Innovation Grand Prix EMEA Tournament
- Scalado™ expands into North America
- Red Herring names Scalado™ as winner in the Europe 100 awards
- Scalado™ and Kodak join forces to enhance next-generation imaging solutions
- Scalado™ optimizes new imaging solution for Windows Mobile® 6.5
- Scalado™ SpeedTags™ technology in Fujitsu Microelectronics’s products
2008
- Scalado™ launch the Scalado™ PhotoFlow™ application plug-in
- Scalado™ registers several patents for Scalado™ PhotoFlow™
- Scalado™ launch Camera Solution including Scalado™ SpeedTags™
- Scalado™ registers Scalado™ SpeedView™ as registered trademark
- Scalado™ signs a Scalado™ CAPS™ licensing agreement with Symbian
2007
- Scalado™ signs major agreement on Scalado™ CAPS™ with Sony Ericsson and Motorola
- Scalado™ launch Scalado™ SpeedView™ and registers patents for its technology
- Scalado™ signs agreements with LG and HTC
2006
- Scalado™ signs a strategic agreement with Teleca Mobile for global sales and customer services
- Scalado™ launches a new release of its Camera Phone Solution, CAPS™ 3.1
- Scalado™ signs a global agreement with a Korean Mobile Phone manufacturer licensing Scalado™ CAPS™
- Scalado™ opens regional office in Korea
- Scalado™ signs an agreement with a leading Taiwan Mobile Phone manufacturer licensing Scalado™ CAPS™
2005
- Scalado™ celebrates its 5th Anniversary
- Scalado™ attracts a new investor: the Danish VC firm, IVS A/S
- Scalado™ delivers imaging solutions to several tier1 manufacturers of camera phones
- Anders Cedervall becomes chairman of the board of directors
- Scalado™ wins the Series 60 Challenge Awards with PhotoTwister™
2004
- Scalado™ licenses mobile imaging technology to Sony Ericsson
- Launch of imaging application Scalado™ PhotoTwister™
- Scalado™ attracts new investors
- Scalado™ gains access to advanced Nokia technical and marketing support
- Scalado™ changes strategy, and focuses only on imaging solutions for the telecom industry
- Scalado™ launches Scalado™ CAPS™: an enhanced imaging software platform for mobile phones
2003
- Launch of Scalado™ ImageZoom™ Generator
- Scalado™ signs OEM agreement with Axis Communications
- Scalado™ signs of license agreement with CNN.com
- Scalado™ signs of exclusive distribution agreement with Macromedia for ImagePilot™
- Launch of first camera phone application, AutoRama™
- Scalado™ enters partnership with Symbian
- Scalado™ signs of license agreement with Sony Ericsson
- Awarded Prize for Scalado ImageZoom™ by the European IST
Prize evaluation group2002
- Launch of ImageZoom™ 1.0
- Registration of the Scalado™ ImageZoom™ patent
2001
- Development of the web tool Scalado™ ImageZoom™
2000
- Scalado™ is founded by Fadi Abbas, Maziar Jahanshahi, Sami Niemi and Pierre Elzouki
Scalado SpeedTags Camera Solution Latest Version [scal99 YouTube channel, May 29, 2009]
Home /ABOUT US /Innovations
Over the years Scalado has developed a wide range of imaging technology solutions, all with the aim of making imaging fun, fast, and efficient. A selection of Scalado’s innovative technology is presented below.
Scalado Remove solves common photographic problems with unwanted objects in captured images, such as people getting in the way of our camera shot. Remove detects and selects the unwanted object and simply removes them automatically or by touching the selections on the screen after capturing the image.
Scalado has continued its research around effective image capturing, and has lately released the Scalado Camera Framework, which makes it both effective and simple to achieve the same performance as SpeedTags on any platform.
This technology deals with a problem that photographers have been struggling with since the first group picture was taken: to get everyone to look their best at the same time. With Rewind, users can take the best facial expressions from several shots and combine them in the same picture.
TimeWarp takes a bust of images, where the capturing starts even before the user presses the button! The user can then decide which picture to use, by browsing back and forth in time.
2008–1st zero shutter lag capturing device
Zero Shutter Lag is the only software-based innovation that enables the user to capture photos instantly. Zero Shutter Lag is the first of many innovations based on the SpeedTags-technology. Its follow-on products include Rewind, Shot-to-shot, Burst, HDR and several others.
2007–SpeedTags: Revolutionizing capturing
SpeedTags is one of the innovations that really make a difference in the mobile camera industry. Its introduction changed the way images are captured on a mobile device, and greatly enhanced the user experience and quality of a digital imaging. The top 10 world players in the Sensor/ISP industries already integrate SpeedTags in their devices, and the technology is now available in 450 million new sensors and SOC’s (System-on-a chip) every year.
2005–The 1st super-fast album viewing for mobile phones
Image viewing technology has never been easy, but in 2005 Scalado introduced a technology that made it faster and easier to view, search and organize images. The market was impressed and inclined to ask the question that Scalado is frequently asked – how can you do this on a mobile device? This early technology has been further developed and more advanced solutions have been released through the years.
2004–The 1st advanced mobile editor
This product is unique; not only because it was the first advanced image editor on a mobile phone, but also because it was the first time that a mobile handset manufacturer used imaging in its marketing campaigns. During the campaign for N90, Nokia marketed the phone and the image editor using the sentence: “Editing on-the-fly? I could not believe it either”.
2004–CAPS™–Making imaging faster and more efficient
CAPS™ is Scalado’s flagship product and with its unique features, it has made imaging in mobile devices faster and more efficient since its launch in 2004. CAPS™ is a software development kit that enables developers to produce imaging solutions that are extremely CPU and memory efficient and that drastically decrease processing time when managing multi-megapixel images.
2003–The 1st panoramic images on a phone
Scalado created the first imaging technology in the world for capturing and viewing panoramic images on a mobile phone. It is based on the random access technology and Scalado managed to integrate this tool in Sony Ericsson’s T610.
Scalado has several patents for random access technology. The best known is Random Access JPEG (RAJPEG), which is a very effective way to process images. RAJPEG saves a huge amount of working memory and increases performance significantly. It enables an astonishing user experience on any device, independent of the existing memory and CPU performance.
This was Scalado’s first innovation. Regardless of the size of the image, ImageZoom makes it possible for the user to access – using any internet connection – and zoom into a specific part (or parts) of a megapixel image, without having to download the entire image.
Asha Touch family of mobile devices
Nokia Asha 311: fun, fast and always connected [Nokia YouTube chnnel, June 5, 2012]
Nokia accelerates the journey to mobile internet with the introduction of Asha Touch device range [Nokia press release, June 6, 2012] [3″ WQVGA, i.e. 240×400]
Fun, colorful range of touch screen phones will bring fast mobile web browsing, social networks and gaming to millions
Bangkok, Thailand – Nokia has today taken another step towards connecting the next billion consumers by unveiling the Asha Touch family of mobile devices, taking the full touch experience to new price points. The three new phone models – the Nokia Asha 305, Nokia Asha 306 and Nokia Asha 311– further expand the successful Asha family, first introduced in October 2011. Today, there are 10 Asha devices available in more than 130 markets, providing young, social consumers with a choice of phones to match their own lifestyle.
These latest phones have been designed to provide an incredibly rich, smartphone-like experience to consumers who want to be set free from excessive data consumption costs and short battery life. The Nokia Asha 305, Asha 306 and Asha 311offer a new, fully re-designed touch user interface, combining the proven ease-of-use from Nokia’s heritage with digital design innovations specifically fit for the purpose.
The beautifully crafted Nokia Asha 311 is a fast and fluid 3.5G capacitive touchscreen [3″ WQVGA, i.e. 240×400] device, powered by a 1GHz processor to provide a great internet experience. The bright and edgy Nokia Asha 305 is a fun and affordable phone, featuring the exclusive Easy Swap dual SIM. Its sister, the Nokia Asha 306, is a single SIM model, and becomes Nokia’s most affordable Wi-Fi handset to date.
“By introducing the Asha Touch phones to the market, we’re accelerating our commitment to connect the next billion consumers,” said Mary T. McDowell, Nokia’s executive vice president for Mobile Phones. “These phones deliver on what young, urban people value most — a great-looking device; and an intuitive and affordable experience for connecting to the internet, to their friends, and to a world of entertainment, web apps and content.”
Great for fast, affordable mobile internet and gaming entertainment
The new devices take full advantage of the Nokia Browser 2.0, a major recent updatewhich uses Nokia’s cloud technology to reduce data consumption by up to 90%, meaning that consumers can enjoy faster and cheaper internet access. Web sites load up to three times faster in comparison to devices without cloud-accelerated browsing, making it simple for users to find and select from more than 10,000 web apps available for download. They deliver a richer and more interactive consumer experience whilst using less data than a stand-alone internet connected app.
Consumers can easily stay connected with friends and family at the touch of a button as well as share files and links across their social networks. Furthermore, the Nokia Browser’s Download Manager feature helps consumers to manage external content easily, saving music, video or pictures on a memory card, while surfing the internet.
The Asha family is also getting positive support from developers and consumers. Nokia Store has just broken the 5 billion downloads landmark. From January to April, 42% of all content downloaded from Nokia Store was delivered to Asha and other Nokia devices based on the Java ecosystem. Just one year ago, that number was 10%. Also, there are 410 Nokia developers with apps which have achieved more than 1 million downloads. India Games and Pico Brothers just passed 100 million.
As well as providing a great, social online experience, the Nokia Asha 305, Asha 306 and Asha 311 have been created with entertainment in mind. All users will receive an exclusive gift of 40 EA games to download for free* and keep forever. These games range across action, arcade and sports, and include titles such as Tetris®, Bejeweled®, Need for Speed(TM) The Run and EA SPORTS(TM) FIFA 12. The Nokia Asha 311also comes with 15 levels of Angry Birds pre-loaded onto the phone, perfect for making the most of the touchscreen and 1GHz processor.
“Nokia is taking another interesting step forward in connecting consumers to the Internet, seeking to improve their experience through a new touch user-interface that is allowing the company to compete in new mass-market price bands. The mass-market is a competitive segment, but we believe Nokia’s upgraded Asha portfolio has included an attractive package that can enable consumers to have lower running costs, taking advantage of things like its compressed browser and a long-life battery”, says Neil Mawston, Executive Director of devices research at Strategy Analytics. “It is also interesting to see how Nokia is promoting its Asha strategy with global launches taking place in important high-growth markets such as Asia. Nokia resonates well there and the response from local consumers is likely to be positive”.
Product details
The Nokia Asha 311 is a colourful, compact touch screen device that comes
with all the features you’d expect for a fun and easy mobile experience. It boasts a bright and colourful, scratch resistant capacitive glass screen with polarization filters ensuring users get the best experience from the unique and visually entertaining user interface. The Nokia Asha 311also features a 3.2MP camera and pre-installed Nokia Maps, in addition to the 15 level pre-bundled version of Angry Birds.
The pre-loaded social client makes accessing Facebook, Twitter and many other global social networks simple while Nokia Browser makes using mobile internet fast and affordable. It also includes the most popular messaging services. “WhatsApp has a clear vision of creating a reliable and easy to use cross-platform messaging application that enables people to stay in touch with their family and friends from all around the world,” said, Brian Acton, Co-Founder of WhatsApp Inc. “By partnering with Nokia whose worldwide reach in mobile is well established, WhatsApp becoming available for the Asha Touch devices will enable us to further realize our core mission”.
The Nokia Asha 305 is a fun and entertaining Easy Swap dual SIM phone, helping users make the most of their phone while retaining control of their costs. The phone features a bright and colorful 3″ WQVGA resistivetouch screen along with Bluetooth and Dual Band connectivity. Forty EA games are available for download with every phone as well as a 2MP camera, Nokia Maps and the revolutionary Nokia Browser which helps significantly lower data costs.
The Nokia Asha 306 is the sister device to the Nokia Asha 305. Along with all
the great features that come with its sister, such as bright and colorful, 3″ WQVGA resistive touch screen and 40 EA games for download – a Nokia exclusive offer, the Nokia Asha 306 also provides WLAN, enabling users to stay connected while on the move. It also supports video streamingthrough both GPRS and WLAN, meaning this handset truly is a fun way to stay in touch.
The estimated retail price for Nokia Asha 305 is EUR 63 [US$ 79] and it’s expected to start shipping in the second quarter of 2012. The estimated retail price for Nokia Asha 306 is EUR 68 [US$ 85]. The Nokia Asha 311 has an estimated retail price of EUR 92 [US$ 115]. Both devices are expected to start shipping in the third quarter of 2012. Above mentioned prices exclude taxes and subsidies.
The new devices images are available at Nokia.com/press.
*Data costs may apply.
Nokia Asha 306: discover a fun way to stay in touch [Nokia YouTube chnnel, June 5, 2012]
Have a Touch: Nokia’s new Asha phones [Nokia Conversations blog, June 6, 2012]
A great new touch screen experience, fast web browsing, games and social networks lie at the heart of three new mobiles phones being launched today by Nokia.
The Nokia Asha 305, Nokia Asha 306 and Nokia Asha 311are a colourful range of mobile phones designed for young, urban and social people to get online faster, better and cheaper.
The devices will run on Asha Touch, which is a new, fun and playful touch screen interface that builds on Nokia’s swipe heritage.
Asha Touch will provide aspirational young people a first ‘smartphone-like’ experience, for example, through the notification bar and the 10,000 web applications that are available. This is on top of more than 25,000 regular apps already in the Nokia Store.
Nokia Browser 2.0
All the phones also feature a major update of the Nokia Browser, which uses cloud technology to reduce data usage by up to 90%. The benefits are numerous: web pages will load faster, battery life is improved and mobile Internet access becomes much more affordable.
Keeping in touch with friends on social networks is also central to the three new members of Nokia’s Asha family. They all come pre-loaded with applications for Facebook and Twitter, and there is also email and instant messaging.
People who want great games will not be disappointed either. Each phone will come with a gift of 40 free games from EA to download and keep forever. The games will include Tetris®, Bejeweled®, Need for Speed™ The Run and EA SPORTS™FIFA 12.
So, now we know that the Nokia Asha 305, Nokia Asha 306 andNokia Asha 311come with great features and dozens of free games.
What are the differences between the phones themselves?
The Nokia Asha 305 and the Nokia Asha 306:
- 3.0” WQVGA resistive touch screen
- 2 MP camera
- Music player and FM radio
- Built-in speaker
- Plug and Play, easy PC connection and file transfer
- GPRS/EDGE connectivity
- Nokia Mapsand Nokia Life (in selected markets)
- Colours: Silver White, Red, Mid Blue and Dark Grey (varies by market)
In addition, the Nokia Asha 305will benefit from Nokia’s Easy Swap Dual SIM technology, which allows SIM cards to be swapped without opening up or turning the phone off. This is useful for storing different numbers on your SIMs and for taking advantage of different operator rates.
The unique feature of the Nokia Asha 306is its Wi-Fi capability. Indeed, it is set to be Nokia’s most affordable Wi-Fi handset device.
The Nokia Asha 311
- 3.0” scratch resistant, capacitive glass screen
- Polarised display filters for better usability in direct sunlight
- WLAN
- 3.2 MP camera
- 1GHz processor
- Music Player, FM Radio and Internet Radio
- Plug and Play, easy PC connection and file transfer
- HSPA connectivity
- Nokia Mapsand Nokia Life (in selected markets)
- Colours: Dark Grey, Rose Red, Blue, Brown and Sand White (colours will vary by market)
The Nokia Asha 311 … is a 3.5G mobile phone powered by 1GHz processor to make for a speedy online and gaming experience. As well as the 40 free EA games, the Nokia Asha 311 will also include 15 preloaded levels of Angry Birdsfor you to enjoy.
Taken together, these new mobile phones, the Nokia Asha 305,Nokia Asha 306 and the Nokia Asha 311are another big step in the quest to connect the next billion.
For approximate costs, before local taxes or operator subsidies:
Nokia Asha 305 – 63 euros / 85 USD, available in Q2 2012
Nokia Asha 306 – 68 euros / 93 USD, available in Q3 2012
Nokia Asha 311 – 92 euros / 121 USD, available in Q3 2012Nokia Asha 305 will be available in the second quarter of 2012. Nokia Asha 306 and Nokia Asha 311 are arriving in the third quarter of 2012.
Infographic: How Nokia Browser saves you time and money [Nokia Conversations blog, June 7, 2012]
Searching for content on the Internet from your mobile phone is now faster and cheaper, with the Nokia Browser.
It uses Nokia’s unique compression technology, which means the pages that you visit are reduced by up to 90%, making surfing the Web faster, and more importantly, cheaper.
Check out our Nokia Browser infographic for more reasons as to why you should all be using Nokia Browser.
Initially, Nokia Browser was created to help the next billion internet users connect for the first time to the Netwithout compromises.
While it’s still vitally important for people in emerging markets to have a great, affordable browsing experience, Nokia Browser is also great for everybody else, too, proving to be up to three times faster then other browsers.
As you can see by the infographic, this means that when you use your Nokia Browser, you would be saving a day every year. This has to be good news for everyone.
To save yourself some money, and browsing time, be sure to check out the latest Nokia Browser 2.0 which is already preloaded on your Asha phones as the recently launched Nokia Asha 305, Asha 306 and Asha 311. Nokia Browser is available in 87 languages and in 250 countries.
If you have a Series 40 phone you can update to the latest version of the Browser. Check it out!
Nokia Browser 2.0 update available now [Nokia Conversations blog, April 23, 2012]
Getting online fast, and affordably, is crucial for Internet users everywhere. Now that experience is about to get even faster and easier with an update for all existing Nokia Browser users, covering phones across the Nokia Asha range and Series 40 devices.
We know Nokia Browser is often the first, and main, way of accessing the Internet for millions of you in dynamic fast-growing parts of the world. Since the Browser launched last yearyou’ve been able to access all the information you need, without the headache of worrying about your data bill.
Nokia Browser condenses data by up to 90%. That makes loading web sites faster, and cheaper – in fact, our cloud-accelerated browsing makes loading web sites up to three times faster. If you’re on a pay-per-use contract you’ll enjoy cheaper browsing, or if you’re on an operator data plan you’ll be able to do more web surfing without exceeding your monthly usage limits.
Download Manager
As well as needing less data to show the same web pages you also want to do different things at the time. We know you are busy. Using the new Download Manager you can save music, video or pictures on a memory card, while you’re surfing the Internet.
The update also includes a host of new features to make searching, discovering and sharing content even easier…
Better searching and sharing
The Browser now has a new, more intuitive, user interface with one-click access to top local sites from the start page. A new feature enables multitasking while browsing, meaning that you can switch between text messages and the web.
Nokia Browser 2.0 makes it even easier to share content across social media: You can post any page URL via Facebook or Twitter from within the browser, including a comment directly from the options menu. If you’re in China, you’ll be able to do the same for Sina Weibo and RenRen.
The Browser makes it simple to find, install and use Web Apps, which provide you with a more desktop-like internet experience. Launched in mid-2011, the Nokia Browser is the first browser of its kind to support Web Apps, and now boasts a catalogue of more than 10,000 apps. Nokia Series 40 users have downloaded more than 35 million Web Apps in total, with the most-downloaded app – ‘Free Wi-Fi Locator’ – having been downloaded more than 2 million times alone.
The update supports all forms of Nokia Series 40: Touch, QWERTY and Non-Touch, including the Nokia Asha range, as well as popular devices such as the Nokia C3-00, Nokia C2-03 and Nokia X3-02. The update will be pre-loaded on some current and all future Nokia Series 40 devices, while for existing users the update arrives as a free, optional over-the-air download. New users can download it from the Nokia Store.
image credit: webwizzard
Nokia makes internet access faster and easier with new browser for Series 40 devices [Nokia press release, April 23, 2012]
– Nokia Browser 2.0 delivers enhanced speeds and a new user interface for a faster, better way to explore the web
– Powered by cloud-based servers, it delivers accelerated browsing and reduces data consumption by up to 90%, without compromising the internet experience
– Web apps from the expanding catalog are easier than ever to explore and install right in the browserEspoo, Finland – Nokia has today announced the availability of Nokia Browser 2.0, a major update dedicated to Nokia Series 40 devices. The new version reduces data consumption by up to 90%, meaning that consumers can enjoy faster and cheaper internet access. Web sites load up to three times fasterin comparison to devices without cloud-accelerated browsing and consumers will also benefit from a number of other enhanced capabilities.
From the first look, consumers are easily able to discover new web content and enjoy one-click access to top, local sites via the Nokia Browser’s inviting and intuitive start page. We have optimized the browser to enable users to easily stay connected with friends and family at the touch of a button as well as to share files and links across social networks. The new and improved Download Manager helps consumers to manage external content easily, saving music, video or pictures on a memory card, while surfing the internet.
Free Wi-Fi Locator – Smartphone-like web app on an Asha device – consumer don’t have to compromise
An app that showcases many features of the platform is this Movie Review app.
The browser includes a revamped, modern user experience that makes it simple to find, install and use interesting web apps that offer a richer, more desktop-like internet experience. Launched in mid-2011, the Nokia Browser is the first browser of its kind to support web apps, and now boasts a catalogue of more than 10,000 of the latest apps. Several publishers have experienced over a million downloads in a matter of months, demonstrating strong consumer demand.
With this update, developers will find new monetization capabilities, more extensive user interface options for their web apps and productivity improvements for Nokia Web Tools so they can continue delivering engaging, connected experiences to the ‘Next Billion’ consumers.
The update supports all forms of Series 40: Touch, QWERTY and Non-Touch, including the Nokia Asha range, as well as popular devices such as the Nokia C3-00, Nokia C2-03 and Nokia X3-02. The update will be pre-loaded on some current and all future Nokia Series 40 devices, while for existing users the update arrives as a free, optional over-the-air download. New users can download it from the Nokia Store. The browser is available in 87 languages in over 200 countries and territories.
Nokia Browser 2.0 makes use of cloud-based servers which adapt standard web pages so that they perform better on Nokia Series 40 devices. Since web pages are compressed and cached in the cloud, end users can access web sites in a manner which is faster and requires significantly less data to be sent over their mobile network. For pay-per-use contracts this will result in more cost-effective browsing, while users on an operator data plan will be able to do more web surfing without exceeding their monthly usage limits.
“With our new version, we’ve created a newer, faster, better browsing experience. As many consumers around the world will experience the internet for the first time through a mobile phone, this is a great step towards our goal to connect the ‘Next Billion’,” explains Dieter May, senior vice president of mobile phones services, Nokia.
New in the Nokia Browser 2.0
- Faster browsing with speed improvements throughout the experience.
- Easier access to new and popular Web apps to enable a richer and more engaging internet experience.
- New, intuitive user interface offers one click access to search, most popular content and most valuable features.
- Media handling enhancements provide an easier way to enjoy video, audio and images. Users can download in background mode while continuing to browse the web or queue downloads for later when performance or rates are better. Downloads can be saved to memory cards or phone memory for later offline viewing or listening.
- One-click share on Social Networks by remembering Facebook and/or Twitter login to easily share any page URL and comments from your browser.
Developers can find out more about how the updated browser will enable them to build rich standards-based web apps at: http://www.developer.nokia.com/Develop/Series_40/Series_40_web_apps/.
Consumers can download the Nokia Browser 2.0 at: http://store.nokia.com/content/51924
Giving up the total OEM reliance strategy: the Microsoft Surface tablet
Follow ups:
– Microsoft Surface: its premium quality/price vs. even iPad3 [Oct 26, 2012]
– Microsoft Surface: First media reflections after the New-York press launch [Oct 26, 2012]
Updates #2: As the result of this sudden turn of direction 9 months ago, the previously closely cooperating with Microsoft OEMs are now (March’13) working with the company in the most cautious way:
Brand vendors cautious about Microsoft when it comes to hardware design [DIGITIMES, March 25, 2013]
Notebook brand vendors have turned cautious about revealing their new products’ industrial designs for next-generation Windows as they are concerned that Microsoft may use their designs for the benefit of its new Surface products, according to sources from the upstream supply chain.
The sources noted that the brand vendors have already lost their trust in Microsoft and the software giant’s strategy of pushing Surface tablets is starting to impact itself.
Although Microsoft only had sales of about 1.5 million Surface tablets so far, the company continues to expand into the retail channel with its branded products and has even established an online store for ordering the devices.
To avoid from design leakage, many brand vendors have hidden their important designs and will only showcase the prototype of the new mobile devices during Computex 2013 to minimize the risk.
China market: Microsoft to launch Surface Pro, say Taiwan makers [DIGITIMES, March 29, 2013]
Microsoft, following the launch of the10.6-inch Surface RT in the China market, will launch the 10.6-inch Windows 8 Surface Pro there on April 2 at a retail price of CNY6,500 (US$1,045) for the 64GB version and CNY7,300 for 128GB, according to sources with Taiwan’s supply chain.
Surface RT is priced at CNY3,688-4,488 plus CNY800 for a touch cover, the source indicated.
According to previous estimation by market observers, Surface RT and Surface Pro shipments to the global market would have reached one million units and 500,000 units respectively so far since their launch, but the actual volume for the two models so far is estimated at about one million units in total, the sources said.
Viewing that Microsoft has not placed additional orders for Surface RT, an estimated one million units of Surface RT remain in the inventory, the sources indicated.
Microsoft has talked with partners about developing second-generation Surface models, but those partners have generally been conservative, the sources noted, adding that Microsoft is inviting notebook and chip vendors to co-develop tablets based on Windows-ARM platform but those vendors have been reluctant.
Updates #1:
Microsoft Surface : Assembly in China [NIDA ISM YouTube channel, June 23, 2012]
Annual Report for the Fiscal Year Ended June 30, 2012 [Microsoft Corporation, July 19, 2012]
ITEM 1A. RISK FACTORS [p. 14]… our Surface devices will compete with products made by our OEM partners, which may affect their commitment to our platform. …
Microsoft’s radical new business plan is hidden in plain sight [Ed Bott on ZDNet, July 30, 2012]
Microsoft is reimagining its entire business model, and they’ve laid out the details for anyone to inspect. You just have to read between the boilerplate sections in the company’s most recent 10-K.
…
In the Sinofsky regime, Microsoft isn’t interested in hobbies or side projects. The company’s motto is “Go big or go home.” Earn a billion dollars. Get a billion users. Don’t think small.
I expect a massive marketing push behind Surface, and I would be shocked if we don’t see more PC hardware from Microsoft in the next 12 months.
Deal with it, OEMs.
Microsoft plans to pick up the pace. Dramatically.
Microsoft has a reputation for being too slow to respond. This year’s 10-K contains a new section that suggests that’s all about to change:
Many of the areas in which we compete evolve rapidly with changing and disruptive technologies, shifting user needs, and frequent introductions of new products and services. Our ability to remain competitive depends on our success in making innovative products that appeal to businesses and consumers. [emphasis added]
…
Microsoft unveils Windows 8 OEM licensing charges [DIGITIMES, July 11, 2012]
Microsoft has released licensing rates for OEM Windows 8, including US$60-80 for Windows 8, US$80-100 for Windows 8 Pro (with Office) and US$50-65 for Windows RT (with Office), according to Taiwan-based notebook supply chain makers.
Microsoft also confirmed the launch schedule of Windows 8 at the end of October with the RTM version of Windows 8 to be released in the first week of August for testing.
Sources from notebook players pointed out that the supply chain is placing high hopes on Windows 8 and expect the operating system to help resurrect consumer demand for traditional notebooks; however, due to remaining uncertainties, most players are still taking a conservative attitude about the launch.
Sources also noted that Windows 8 is unlikely to help significantly boost PC demand before 2013 since the new operating system will increase hardware costs due to some components needing to feature additional functions such as touchscreens to allow the operating system to perform fully, while the addition of the operating system’s licensing costs, the increasing expenses are expected to boost Windows 8-based products’ end prices to a rather unfriendly level.
However, as the notebook supply chain will gradually shift their production to touchscreen models with costs to start to see drops, the sources expect demand for Windows 8-based products will see an obvious increase starting mid-second quarter 2013.
Steve Ballmer, Jon Roskill, Kurt DelBene, and Tami Reller: Worldwide Partner Conference 2012 Day 1 Keynote [Microsoft, July 9, 2012]
Steve Ballmer: …
… there’s over 1.3 billion Windows systems on the planet. We’ve sold over 630 million Windows 7 licenses. … In the next 12 months, most forecasts would be for 375 million — 375 million new Windows PCs to be sold. That’s bigger than any phone or any other single device ecosystem. It is a stunning number. And all of those represent new opportunities as they move to Windows 8. …
But Surface is just a design point. It will have a distinct place in what’s a broad Windows ecosystem. And the importance of the thousands of partners that we have that design and produce Windows computers will not diminish. We have a mutual goal with our OEM partners to bring a diversity of solutions, Windows PCs, phones, tablets, servers, to market. And what we seek to have is a spectrum of stunning devices, stunning Windows devices. So, every consumer, every business customer can say, “I have the perfect PC for me.”
And we’re excited about the work from our OEMs. We may sell a few million, I don’t know how many, of the 375 million, but we need partners to have that diversity of devices. We’re excited about the work our OEM partners are doing on Windows 8, and we’d really like to show more of that today to you and everybody collected here, Rich. …
Tami Reller, Chief Financial Officer and Chief Marketing Officer, Windows and Windows Live Division: …
Today, as we sit here, more than 50 percent of enterprise desktops are running Windows 7. …
Windows 8 is on track to RTM, or release to manufacturing, the first week of August. (Applause.) And Windows 8 will reach general availability at the end of October. (Applause.)
General availability means that new Windows 8 PCs will be available to buy and upgrades will also be available starting late October. …
Microsoft OEM head change related to Surface, say Taiwan makers [DIGITIMES, July 4, 2012]
Microsoft has announced the replacement of Steven Guggenheimer with Nick Parker, originally vice president of OEM Sales and Marketing, for the position of corporate vice president for OEM Division. The personnel shuffle is related to Microsoft’s plans to launch Surface tablet PCs, representing Microsoft’s long-term business model of stepping into hardware, Taiwan-based supply chain makers have guessed.
The personnel change has caused worries among Taiwan-based PC vendors and ODMs, because it signals that Microsoft’s launch of Surface is not a short-term promotion for Windows 8 but marks a new “software + hardware” business model which is expected to bring troubles for hardware partners, the sources analyzed.
As Microsoft will step into the hardware business, it is naturally no longer concerned about the long-term close relations established by Guggenheimer with hardware partners and therefore has decided to change his position, the sources claimed.
Microsoft Surface chassis suffers low yields [DIGITIMES, July 9, 2012]
Microsoft reportedly planned to adopt unibody magnesium-aluminum chassis for its Surface tablet PCs originally, but affected by chassis makers’ limited capacity, the company has instead turned to adopt a magnesium chassis and use MegVapor technology for surface treatment to allow the device to feature a similar exterior to traditional metal chassis; however, due to the method having a rather low yield rate, is has greatly affected Microsoft in trying to mass produce its new tablet PCs, according to sources from the upstream supply chain.
Microsoft has not confirmed the rumors.
The sources pointed out that before Microsoft launched Surface, the company has inquired at several metal chassis makers about their available capacity and revealed to these makers that its orders for Surface tablet PCs will go as high as five million units before the end of 2012; however, the chassis makers were forced to give up because of lack of capacity.
Although Microsoft’s current chassis design for Surface allows the device to feature a similar exterior and sturdiness as traditional magnesium-aluminum, while having several color choices, the drawback of the design is that the device will be heavier.
The sources also pointed out that the chassis is supplied by a China-based supplier, but since the company is a second-tier maker, its low yield rates are causing Microsoft to pay a lot of attention to the supplier’s manufacturing process hoping for improvements.
Samsung Said To Plan Windows RT Tablet For October Debut [Bloomberg, July 7, 2012]
… The decision to support Windows RT follows Samsung’s earlier announcement that it will back another version of Windows. … Samsung’s Windows RT tablet will feature Qualcomm Inc. (QCOM)’s Snapdragon processor …
Apple led the tablet market at the end of the first quarter, with 11.8 million units shipped, or a 58 percent share, according researcher IHS ISuppli Inc. Samsung was second, with 11 percent, followed by Amazon.com Inc., which had 5.8 percent. …
HP, Dell to launch 10.1-inch Windows RT tablet PCs in 4Q12 [DIGITIMES, July 6, 2012]
Hewlett-Packard (HP) and Dell will launch 10.1-inch Windows RT tablet PCs equipped with processors developed by Texas Instruments and Qualcomm respectively in the fourth quarter of 2012, according to supply chain makers.
In addition to the two US-based brand vendors, Lenovo, Toshiba and Asustek Computer are all preparing to release Windows RT-based tablet PCs.
Meanwhile, although Acer is preparing to release Windows 8-based tablet PCs, the company currently has no plans to launch Windows RT-based models in 2012, while Sony and Samsung Electronics are turning conservative about developing Windows RT-based tablet PCs, according to the two firms’ current component supply status.
The sources pointed out that both Windows 8- and Windows RT-based tablet PCs are expected to be priced starting from US$599 and could go as high as US$1,000, while the machines’ major competition will be Apple; however, the sources hope the tablet PC competition will no longer revolve around price and instead attract demand from enterprise users and consumers that are used to the Windows operating system and its strong software compatibility.
End of updates
Surface by Microsoft [surface YouTube channel, June 19, 2012]
#1 excerpt:
Microsoft Announces Surface: New Family of PCs for Windows [Microsoft press release, June 18, 2012]
Two models of Surface will be available: one running an ARM processor featuring Windows RT, and one with a third-generation Intel Core processor featuring Windows 8 Pro. From the fast and fluid interface, to the ease of connecting you to the people, information and apps that users care about most, Surface will be a premium way to experience all that Windows has to offer. Surface for Windows RT will release with the general availability of Windows 8, and the Windows 8 Pro model will be available about 90 days later. Both will be sold in the Microsoft Store locations in the U.S. and available through select online Microsoft Stores.
…
Contributing to an Expanded Ecosystem
One of the strengths of Windows is its extensive ecosystem of software and hardware partners, delivering selection and choice that makes a customer’s Windows experience uniquely their own. This continues with Surface. Microsoft is delivering a unique contribution to an already strong and growing ecosystemof functional and stylish devices delivered by original equipment manufacturers (OEMs) to bring the experience of Windows to consumers and businesses around the globe.
…
Suggested retail pricing will be announced closer to availability and is expected to be competitive with a comparable ARM tablet or Intel Ultrabook-class PC. OEMs will have cost and feature parity on Windows 8 and Windows RT.
Microsoft’s unique contribution to an already strong and growing ecosystem is well demonstrated by the following images provided by Microsoft (the accompanying text was also provided by Microsoft):
Conceived, designed and engineered entirely by Microsoft employees, and building on the company’s 30-year history manufacturing hardware, Surface is designed to seamlessly transition between consumption and creation, without compromise.
Surface features a built-in kickstand that lets you transition Surface from active use to passive consumption.
The 3 mm Touch Cover represents a step forward in human-computer interface. Using a unique pressure-sensitive technology, the Touch Cover senses keystrokes as gestures, enabling you to touch type significantly faster than with an on-screen keyboard. It will be available in a selection of vibrant colors.
#2 excerpt:
Microsoft Announces Surface: New Family of PCs for Windows [Microsoft press release, June 18, 2012] (data higlights are mine to denote the essential differences)
Surface for Windows RT Surface for Windows 8 Pro OS: Windows RT Windows 8 Pro Light(1): 676 g 903 g Thin(2): 9.3 mm 13.5 mm Clear: 10.6” ClearType HD Display 10.6” ClearType Full HD Display Energized: 31.5 W-h 42 W-h Connected: microSD,USB 2.0, Micro HD Video, 2×2 MIMO antennae microSDXC,USB 3.0, Mini DisplayPort Video, 2×2 MIMO antennae Productive: Office ‘15’ Apps, Touch Cover, Type Cover Touch Cover, Type Cover, Pen with Palm Block Practical: VaporMg Case & Stand VaporMg Case & Stand Configurable: 32 GB, 64 GB 64 GB, 128 GB
(1), (2). Actual size and weight of the device may vary due to configuration and manufacturing process.
The product introduction/overview part of the event keynote:
Steven Sinofsky
[President, Windows and Windows Live Division]Today when you have your tablet, you want to be entertained, you have to hold it. You’re always sitting in an awkward position or perhaps you have to choose from a seemingly endless variety of add on stands and cases that solve a relatively simple problem but by adding weight, adding fitness.
What if I just want to watch movie or listen to music and do something else. We think that this should be an integral part of the design. We think that a stand should be integral. So we built a stand into the device.
This stand is made of the same VaporMg as the rest of the case. And it’s completely integrated into the device. The hinge design is like that of the finest luxury car and when not in use it just fades away. No extra weight, no extra thickness, no separate add on. It’s integrated just like the software and the hardware integrated into Surface.
And then once you have this kickstand you can sit back and enjoy a truly hands free experience. You could go and just put the Surface on a table, lay back and watch a movie. And that’s really what entertainment should be about with the Surface. But you know Surface is designed to be mobile. We designed Surface to be rugged and move around but with VaporMg and Corning Gorilla Glass 2.0 you do not need to worry at all, but we know many people preferred to have some sort of cover. A cover that helps to just act like an easy on/off switch at least.
So Surface has a cover. We designed the cover to be an integral element of the PC. We built a magnetic connector into the device to hold it very securely.
So let me attach the cover, click — you heard that it’s solid — click, close the cover it’s integrated into the device. It’s made from a fine northwest pola? tech. Feels great in your hand like a book, it just fits there. And when we looked at the whole Surface on the cover, we challenged ourselves to do more. This cover is just 3 mm. Combined with Surface they are just over 12 millimeters that’s less than 0.5 inch. And we said why not do something with this Surface. Why shouldn’t we just take this Surface and make it a full multi touch keyboard.
This Touch Cover is not just a full multi touch keyboard, but it’s a modern track pad with left and right buttons. It even has the keys for the Windows 8 Metro Style UI. This keyboard combined with the kickstand form the hallmark of just hands on creativity. On average typing is twice as efficient as typing on glass. And it’s certainly more comfortable. Now of course the innovative on screen keyboard in Windows is still there and you can mix and match. The choice is really going to be yours. Just put them on the table and you’ve got a great stand.
Let me go over here and show you a different Surface. This Surface is connected to external HDMI. That’s built into the device. I’m going to go here and now I’ve got the Touch Cover connected. Now with front and rear facing cameras on this device, I can record videos. I’m going to start the camera application. So now I can go here and I could tilt this around and angle it, so I could see it. This camera is angled at 22 degrees, but angling at 22 degrees everybody at the table their head is perfectly framed into the picture or when I’m sitting at the seat, I can do a Skype call and I am perfectly framed. But this device also has Windows on it or Office on it. So I go into the desktop and I see here is Word running.
Now what is really neat, as I could also have using the multitasking capabilities I could dark the camera out there and now I can record a video or a interview and take notes, I could record my self and read from my notes. And that integration is really cool, in fact I could even use the USB port and plug in an external speaker and microphone even though it has dual array mics and dual speakers built in, and I could get super high quality recording. And so that’s a quick look at Surface.
Now there is so much more to show you today. Now imagine if you will that we took all of those capabilities of Surface and we build them so that you could use all the applications that you’re familiar with. You could use Photoshop or you could use other applications. Those applications would be built using the latest of the Intel Core Processor. Now that in addition to the Surface that we’re releasing today for Windows RT, we also have a Surface that’s designed with these latest Intel processors. So, in addition to working on the NVIDIA ARM processor we’re also working with on a Surface for Windows 8 Professional. I would like to introduce Mike Angiulo now, who’s going to come up on stage and show us a little bit of the next generation of Surface.
Mike Angiulo
[corporate vice president of Windows Planning, Hardware and PC Ecosystem]Thank you very much Steven. I’m proud to introduce you to another member of the Surface family. This is Surface for Windows 8 Pro. The Windows ecosystem has always been about choice. And for the millions of professional desktop users out there, people who use their PC everyday to design and to create things, this is a great choice for you. It shares the same design principles that Steven was talking about. It’s a stage for Windows. It shows the same pride in craftsmanship. It’s less than 2 pounds and less than 14 millimeters, it’s a full PC.
Now this also has a ClearType display. Steven’s PC had a ClearType HD. This is a ClearType full HD display, and what that means is three things. It’s a combination of a very specific pixel geometry, rendering and an optical bonding process that together create the effect that your eye can’t distinguish between the individual pixels at normal viewing distances, in this case 17 inches, less than ARMs length.
This ClearType display also reduces Z-height [alternate term for X-height] and conserves battery power. It has some of the other high performance features you saw too. It’s got that 2×2 antenna technology. This is the first in tablets. It has dual high performance antennas and receivers so that you get the best Wi-Fi performance possible no matter how you hold it. It also has a chassis that’s build out of that same durable and elegant VaporMg that enables features like the 0.7 millimeter thin kick stand less than a millimeter. It’s got the same compatible accessory spine that Steven had, so if you take a Touch Cover like he had, it just clicks in, it clicks in the same. It has that same design and feeling because the entire Surface family of products was designed together. Even close like this, this is still less than 17 millimeters, this PC has specs that rival those of the finest Ultrabooks that have ever been announced. And it delivers the power and the flexibility that you would expect of a high end PC. This PC is powered by Intel’s third generation Core i5 processor, the Ivy Bridge processor.
This is their 22 nanometer process that results in a CPU that’s faster, a GPU that has double the 3D graphics throughput, all while using less power than today’s Core i5s. With that power comes a unique design challenge, how do you design a PC that you might be holding in any different way or have a cover in the front and the back to integrate active cooling. There is no obvious place to put a vent, so here is our solution. This is called perimeter venting. You see this groove that goes all the way around the outside of the case. There is a good shot of it up on the screen. This allows air to be uniformly distributed across the entire PC when necessary in a way, that you never block it with your hands. In fact you never even feel it, which makes the PC really comfortable to hold which is really helpful in doing things like flipping back your keyboard and taking notes with digital ink.
Surface for Windows 8 Pro supports digital inking. Windows apps of all kinds can support inking. So here what I’ve done is, I can go back for the desktop and show you what I launched. I launched the Windows Reader and this is a PDF file of one of Steven’s blog posts. So you could see I can pan and zoom. What I can really do here is I can come and I could do ink. I’m going to come and say this is great.
Now what you’ll notice when I ink and I zoom in, as I zoom in that ink stay smooth. That’s because it’s being sampled at 600 GPI, that sub-pixel accuracy for ink. What that does is that keeps your hand writing very smooth and hopefully yours is a little better than mine.
One of the neat things about this too is, as I’m inking from here I can see the tip of the pen almost feels like it’s writing exactly on the screen. Since this screen is optically bonded, we eliminated the layers in between the thin covered glass in the screen. So it feels like you’re inking write on the page. The distance between the stylus and where I see the ink is only 0.7 millimeters. That’s the thinnest and closest distance of any tablet PC, any inking tablet ever.
Now one of the other things that’s going on here is as I am moving my hand, you see the page is not moving underneath my hand. That’s because Windows has palm block technology. This Surface has two digitizers. It has one for touch and a separate one for digital ink.
And what happens is as when I bring the pen close to the screen, Windows sees the proximity of the pen, and stops taking touch input. So my hand doesn’t mess up what I’m waiting. And when I’m done with the pen, you can see the little magnetic charging connector there. It just clicks in. So that’s one of the cool things on Surface for Windows 8 Pro and inking.
The apps that I’d be showing you, they look really great in the native resolution of the screen, the 1080 resolution. But if you want to unlock the highest possible resolutions that Ivy Bridge supports. Even higher resolutions that are possible on via HDMI out. We have DisplayPort. So now with DisplayPort, I can take this PC. I can docket and I basically have a full professional workstation with the power of a desktop PC.
I have one here that’s plugged in and synced up to the show monitor and this kind of a PC is powerful enough to run big applications. Applications like Photoshop, Autodesks, Solidworks, enterprise applications that require a TPM [Trusted Platform Module] chip. In this case, I’m going to copy some higher res photos on to the PC and edit them in Adobe’s Lightroom. So on copying on to the desktop and what you’ll see here, this is the five-second copy. That’s a whole gigabyte. That’s a whole gigabyte of pictures. They just copied in five seconds.
Surface has support for really fast USB 3.0 and the new USB SuperSpeed drives, a gigabyte file copy in five seconds is five times faster than USB 2.0, which makes sense with this PC because they will be using it to do big jobs whether you’re editing big photos like this, and – or you’re dealing with big video files or you’re doing in Steven’s case a big job might be typing a super-long blog-post that you may have read. Surface is up for the tasks.
Now let’s say you are in fact doing one of those big typing jobs. You’ve seen already, Steven talked a little bit about Touch Cover and the improvements it makes for typing. Let’s say you’re really fast touch typist or maybe you just prefer the feel of tactile keys.
Well, we’ve got another Surface choice for you. This is Surface Type Cover. It shares the same full-pitch layout as Touch Cover. But what we’ve done is we’ve taken a key switch that has a 1.5-millimeter travel and we built it into the thinnest possible package. So you can touch type – I can touch type on this as fast as I can touch type on any keyboard. Fully compatible with Windows; you see the shortcut keys here. It has a full modern trackpad with clicking buttons and this completes the Surface family of products. I’d like to pull all the Surface family together, all at one point.
Panos, would you join us with the colors of Touch Cover Surface for Windows RT, Surface for Windows 8 Pro and a handful of the Touch Cover colors that we’re going to have it launched. That’s the complete Surface family.
Thanks Steven. Now that’s how we feel to in Panos especially, Panos Panay is the leader of the team that created Surface and has some great stories in some more detail about the product and how it came to be. It’s all yours.
Panos Panay
[General Manager, Microsoft Surface] Thank you.
Super cool – super cool. Thank you. Thank you for having me. I’m unbelievably humbled right now and flattered to be up here. But truthfully I’m recognizing an entire team that’s back in Redmond right now waiting to see your blog posts, to see what you have to say. We have a team full of designers, development engineers, manufacturing engineers, hardware testers, all working on these products right now as we speak.
Before I get into what I’m going to talk about today, I’m just going to show you a little [bit more about the design,] …
#3 excerpt:
Microsoft Announces Surface: New Family of PCs for Windows [Microsoft press release, June 18, 2012]: the 1st image was provided ny Microsoft, the next two are from the Microsoft provided video record
Advances in Industrial Design
Conceived, designed and engineered entirely by Microsoft employees, and building on the company’s 30-year history manufacturing hardware, Surface represents a unique vision for the seamless expression of entertainment and creativity. Extensive investment in industrial design and real user experience includes the following highlights:
- Software takes center stage: Surface sports a full-sized USB port and a 16:9 aspect ratio – the industry standard for HD. It has edges angled at 22 degrees, a natural position for the PC at rest or in active use, letting the hardware fade into the background and the software stand out.
- VaporMg: The casing of Surface is created using a unique approach called VaporMg (pronounced Vapor-Mag), a combination of material selection and process to mold metal and deposit particles that creates a finish akin to a luxury watch. Starting with magnesium, parts can be molded as thin as .65 mm, thinner than the typical credit card, to create a product that is thin, light and rigid/strong.
- Integrated Kickstand: The unique VaporMg approach also enables a built-in kickstand that lets you transition Surface from active use to passive consumption – watching a movie or even using the HD front- or rear-facing video cameras. The kickstand is there when needed, and disappears when not in use, with no extra weight or thickness.
- Touch Cover: The 3 mm Touch Cover represents a step forward in human-computer interface. Using a unique pressure-sensitive technology, Touch Cover senses keystrokes as gestures, enabling you to touch type significantly faster than with an on-screen keyboard. It will be available in a selection of vibrant colors. Touch Cover clicks into Surface via a built-in magnetic connector, forming a natural spine like you find on a book, and works as a protective cover. You can also click in a 5 mm-thin Type Cover that adds moving keys for a more traditional typing feel.
The product design part of the event keynote:
Panos Panay
[General Manager, Microsoft Surface]… [I’m just going to] show you a little bit more about the design, show you a little bit more about the culture of how these products were build. So I think it might be interesting for you to hear that. I really want to share with you more of our team. So just watch this video really quick and I’ll be right back.
[Video Playback]
You’re going to get to meet a lot of the people you just saw on the video in just a few minutes. They’re actually backstage right now, preparing to show you more details of the product and give you a few minutes to put your hands on it, talk a little bit about the design.
Let me start by doing that to just give you a quick preview of what you might see backstage in just a few minutes. You’ve heard Steven and Mike both said this was build as the stage for Windows 8. That was part of our core vision for the product. It is very important for us that we had the hardware fade to the background for this product. It was important, so the Windows software could rise to the Surface. It gives you the best experience possible. When the hardware fades away and what comes to the Surface is that entertainment PC one when you’re using the device. Note the chamfered angles on the side of this product either chamfered at 22 degrees. That’s two things. One, it’s a physical manifestation of the actual stage itself. You can see as it falls away, just as we intended for the hardware to do. But two, it actually sits perfectly comfortable in your hands.
And let me call it by something. I’d say perfectly a lot. I’d say perfect a lot. As part of our team culture, what was really important for us as we had so many parts of the design that had to be in detail and be simple and be right that we always tried for perfection on every sub-component of this product, it includes this chamfered angle.
What it does is, it sits in your hand very comfortably, in a way that when you hold it, it feels like, it’s feels airy. Most importantly, you can use it all day in comfort. It’s really important when you talk about the hardware fading to the background that the hardware is not in your way to accomplish what you want to do. It’s meant to move you forward, which you think this product does.
Now when we talk about hardware fading to that back, another thing that’s super important is a seamless lines throughout the product. When you look at this product, you’ll see lines going throughout it, every line calculated, every line built, formed perfectly on the device.
But there is one challenge. Our vision for the product beyond being a stage for Windows was also that we had to bring creativity and productivity to folks such as yourselves.
The opportunity to transform this device well, to transition it to the state of getting things done. Putting this kickstand in the product, flies right in the face seamless lines and getting it perfect. But we really spent a lot of time here. We knew that if we do not get the kickstand perfect, this device would not work. We could not take any chances. Take a look at the three hinges that you see within this device. This is a really simple example of the details of the product. These are three custom-made hinges, mind you there are over 200 custom parts built from the inside out of this product to make it come to life.
But these hinges, they respect just as Steven told you. They respect to feel and sound like a high-end car door. When you close the device, the kickstand just goes away. It’s not in your way. When you needed the device, it’s there, just in time. You want to get something done, just open it and it feels great.
The spec we created was around sound. We iterated over and over again in our anechoic chamber. This is a critical point. We’ve really wanted to get the sound rights. So you get that – this full feeling, that emotional attachment to your product when you open this kickstand and close it. It makes it yours, it goes away when you don’t need it and it’s there when you do.
Now, we talked about VaporMg a few times. Now let me bring VaporMg to life just a little bit here. So you can understand a little bit more about what we did. VaporMg essentially becomes what lets us, get our product design and create life out of it. You can see the break up behind me, let me just explain a few things that we have going on.
I’m holding up my room key, it feels weird to hold at my room key. But if you look at this quickly, what you’ll see is 0.77 millimeters of thickness. This is an important point. If you can’t see it, that’s all right, same as a credit card, pull it out, your credit cards likely somewhere between 0.75 or 0.85 millimeters thick. It’s just a illustrated point. VaporMg is a process where we start with an ingot of magnesium and we melt it down to a molten state. Within injection mold the magnesium, there are some tools and we’re able to actually mold the intricate details that are needed for Surface. We mold down to 0.65 millimeters of thickness in any given part. 0.75 … [he means the credit card thinkness just mentioned], we mold to 0.65, this is important to understand, because for us to get to the design we needed for this product, to get the kick stand, integrated seamlessly and hold this line throughout the product we had to be able to mold to those tolerances.
Every micron matters within Microsoft Surface. we’ve actually stacked up every part from designing from the inside out, so tightly in the product and so cleanly that even if you stuck a piece of tape in the middle of the device, it would bulge, it would bulge out. That tells you how strong this product is, how much strength comes with it, how light it feels in your hands, all those parts play into each other.
The best part about VaporMg is not just that we can mold a 0.65 and get the intricate details like the 0.65 millimeters angles that go around the product this radial. The best part is the smoothness of the finish that comes out of the tools. After approximately 152 steps to get the VaporMg looking just like you see now, you find that the Surface finish on this product and as Mike says, bright in craftsmanship is perfect, it’s seamless. It screens watch quality finish and when you put it in your hands, it feels elegant, when you touch it, you’re going to want to hold it, I promise you.
Now I’m proud of VaporMg and I’m proud of the team for the product that they’ve done, but nothing, nothing stirs me more, nothing gets me more excited than Touch Cover. I really want to walk you through Touch Cover for just a few moments. This is an important technology that came out of our group. I’m going to walk you through it in two ways, the first way is through the experience and the second way I’m going to talk about is the technology.
Let’s do the experience first, we explained you what we try to do with Touch Cover from the get go, you notice I’m going to connect it now to my blue Touch Cover. So I just click it in, as you would expect. The Surface turns blue along with my Touch Cover and you have a beautiful integration of hardware and software. My Surface knows what is connected to it. I can now bring to life the vision that is Touch Cover for this product. The vision that lets you produce content when you want it, how you want it as fast as you’ve always done it, that’s what this product was designed for.
Let me give you one more second on this, on a little bit of the experience. The thing that was so critical for us in creating Touch Cover was that it had to be 3 millimeters thin. This essentially is at odds of any other keyboard you’ve used and still have a great typing experience. It also had to be a cover you wanted to connect, something you always had with you, something that gave you confidence just like the kick stand to bring this product to life.
We designed flex magnets in this product, that’s a combination of alignment in clamping magnets. You could actually never miss connecting this device, you can’t miss, we force you to not miss. We do that to give you confidence. You close it, it feels like a book, we design this organically like a book; we wanted it to feel just like that. What has more covers on it than books themselves? This spine feels like a book. When you put it in your hand and you walk away with your product, you’ll hold it like a book. When you carry it against your books, it will feel like it’s another book, it’s just light enough and it feels just perfect.
Now that said, I think you’re going to fall in love with Touch Cover. I know I have. I mean I’m seriously in love with it outside of my wife, Touch Cover is number two. It’s very important to me. Now, I never want to take Touch Cover off, and I’d argue that you don’t need to and you never have to.
You saw Mike move his Touch Cover to the back. Now when he did that I’m sure every single one of you thought like wait a minute, how do you move it to the back? Well, Touch Cover is pretty smart; it has an accelerometer built into it. The moment you fold it back, we know you fold it back, we know when you’re not using it and it’s turned off for you.
So you never have to take it off and underneath your fingertips, it feels great. So now you’ve got a comfortable device with Touch Cover that’s yours, it’s personalized to you. You saw the beautiful colors that we have coming to market and essentially what’s brought to you is an experience like none other with Touch Cover and Surface together.
Now I showed you the experience, but I wanted to show you the technology, because it really is important that you understand it and quite frankly, we have a bit of a mad scientist, who many of you know, named Stevie Bathiche. Stevie actually invented Touch Cover, the fact that we have 30 years of input experience using mice and 15 years creating keyboards, we really understand how to create a great typing experience. We also knew that if we brought you Touch Cover, and Touch Cover wasn’t any good, boy, what a breaking moment. But we’ve actually evolved this technology to a point through Stevie and his work to come to a place where we’ve brought you an experience that’s amazing at typing. There’s actually seven layers squeezed in, pressed right into Touch Cover to keep it 3 millimeters thin. Now that’s super thin, but critical for you to have a great experience when folding it back.
Let me explain to you how the technology works just ever so slightly and quickly. So what you’re going to see is I’m going to put my hands down on this machine here and, what you’re seeing is this is Surface for Windows RT, and my hands are down on Touch Cover. You’ll notice that my hands are laying flat on Touch Cover right now yet nothing is happening. If this was in fact a capacitive screen or the phone you might have in your pocket or some other device you might have, the keyboard would take up off the screen and you put your fingers down and it would look something like that.
Now that’s me actually pressing on Touch Cover, and it knows the grams of force coming off my fingertips, on to Touch Cover. Why is this critical? When you type in touch type speed, you have to find your home position and rest your hands. To do that, your keyboard can’t fire when you put your hands down, it’s comfortable, you can rest your hands and note as I put pressure on the J key, how the pressure goes up as I push harder and as I release, the pressure comes off.
It’s actually measuring every gram of force coming off my fingertips and as I start to type, it knows how many keys I’ve hit. This keyboard actually measures 10 times faster in scanning from a keyboard matrix than any keyboard, guarantee that you use today. It is super fast and brings great, great opportunity for you to be productive and get stuff done.
Obviously, I have a lot of pride in this product. I hope you’ll love it. I can’t wait for you to get your hands on it back there, and I really mean that. Steven, thanks for having me up here today.
Steven Sinofsky
That was a moment for our team for sure. I do want to talk a little bit about some availability and pricing information and things like that I know people want to know. Surface for Windows RT, I still say that there will be much more information available on the web and available shortly. So Surface for Windows RT will be available in both a 32 and a 64-gigabyte model and will be priced like comparable tablets that are based on ARM. Surface for Windows 8 Professional will come in 64-gigabyte and 128-gigabyte storage models and will have a retail price comparable with competitive Ultrabook-class PCs. Additional specifics on pricing and packaging will be announced as we get closer to retail availability.
Now of course, retail availability for the Surface PCs will be around the time of – for the Windows RT PC, will be at the time of the Windows 8 general availability and for Windows 8 Pro about three months later. Surface will be available through the Microsoft’s physical stores here in the U.S. and will be available through the select online outlets of the Microsoft store as well.
So welcome everybody to Surface. I just want to invite Steve Ballmer back up on stage one more time and thank you, thank you very much.
Steve Ballmer
I want to thank Steven and Mike and Panos and their team. This has been an unbelievable journey. We’ve invested significantly as you can see in talent, in time, in capital to bring the Surface to market. I was asked in the last few days here why now, why now? We took the time to really get Surface in Windows 8 right to do something that was really different and really special.
We’re very proud; very, very proud of the Surface just like we’re very proud of Windows 8. Because of Windows 8, because of Windows 8 the Surface is a PC, the Surface is a tablet, and the Surface is something new that we think people will absolutely love. We really want those of you here to have a chance to see and touch the Surface and talk with some of the people who are involved in designing the product.
We have several stations set up next-door where you can see the work that went into the creation of the Surface, and we hope you’ll stay and join us for that. Today has been the fun for us to put on for you very, very exciting and I want to thank you all for being part of today’s event. Thanks.
The justification part of the event keynote (was the general introduction, i.e. the first part of the event): i.e. how and why Microsoft decades long hardware innovation history has now been expanded by PC/tablet level innovation, why after Windows 8 innovation Microsoft needed a matching innovation in hardware as well?
Steve Ballmer
Well, good afternoon and welcome, I certainly want to thank everybody for joining us for today’s event. The past several years have seen great change in the industry and great innovations coming from Microsoft. We’ve helped usher in the new era of cloud computing, we’ve embraced mobility, we are redefining communications and attempting to transform entertainment. In all that we have done Windows is the heart and soul of Microsoft from Windows PCs to Windows Servers to Windows Phones and Windows Azure. Windows is proven to be the most flexible general-purpose software ever created spurring on an ecosystem of unrivaled success.
When Microsoft was founded our vision was odd and broad: a computer on every desk and in every home. And while certainly we are optimists to the core Windows has exceeded even our most optimistic predictions. It now powers well over 1 billion PCs from desktops to laptops to ATMs to NASA workstations and more: in homes, in businesses, in schools and in governments literally around the world.
With Windows 8 we’ve re-imagined the Windows product. We re-imagine Windows from the chipset to the user experience, to power a new generation of PCs that enable new capabilities and new scenarios. We approached the Windows 8 product design in a forward-looking way. We designed Windows 8 for the world we know, in which most PCs are mobile and people want access to information and the ability to create content from anywhere anytime.
People want to do all of that without compromising the productivity that PCs are uniquely known for: from personal productivity applications, to technical applications, business software and literally millions of other applications that are written for Windows that work perfectly on Windows 8. We are incredibly gratified by the enthusiastic response to Windows 8 from our partners, our OEM partners, thousands of developers and literally millions of people consumers who’ve downloaded our previews.
Excitement is high with the new X86 and ARM SoC support. The new Metro User Interface and the new Store all getting very broad interest.
Today, we want to add another piece, another bit of excitement and another piece to that Windows 8 story.
At our foundation Bill Gates and Paul Allen made a bet, a bet on software, at the same time it was always clear that our unique view of what software could do would require us to push hardware sometimes in ways that even the makers of the hardware themselves had yet to envision. That’s the nature of the dynamic between hardware and software pushing each other and pulling each other forward. In fact, our number one revenue product actually the year I joined Microsoft 1980 was a hardware product, something known as the SoftCard. Let’s just take a little bit of a look back at the role of hardware at Microsoft.
[Video Playback]
We believe that any intersection between human and machine can be made better when all aspects of the experience hardware and software are considered in working together. Just let’s take the mouse as an example.
To be successful Windows 1.0 really needed a mouse so we built one. Early reviews of mice were not very positive as people struggled to understand the real value. In fact actually it was so new the Canadian Customs quarantined the Microsoft mouse at the border for four weeks thinking that it was alive.
Our most successful hardware product has been the Xbox and with Kinect we’ve created a whole new user experience. And now developers are pushing Kinect, viewing more exciting and even cooler things for both the game console and for Windows PCs. This combination of hardware, software and peripherals in the Xbox case work together to deliver an absolutely amazing experience.
We see that sort of combination working also today in our PC ecosystem. We believe in the strength of that ecosystem, of software and hardware companies that work together to deliver selection and choice that makes your Windows experience uniquely your own. Those partnerships are essential to the re-imagination of Windows. We’ve worked with the component companies, Intel, AMD, NVIDIA, Qualcomm and Texas Instruments.
Of course the ultimate landing point of this PC experience is through our partnerships with OEMs: HP, Dell, Asus, Acer, Samsung, Sony, Lenovo, Toshiba and many, many more. They will deliver more PCs to market in the year 2013 than in any previous year. IDC estimates that number at over 375 million Windows PCs. That will ensure that software developers and content creators have a larger number of new systems to target with their Windows 8 applications than any other non-phone platform.
However, with Windows 8 we did not want to leave any scene uncovered. Much like Windows 1.0 needed the mouse to complete the experience, we wanted to give Windows 8 its own companion hardware innovation. What is this innovation? It’s something new, it’s something different, it’s a whole new family of computing devices from Microsoft.
[Video Playback]
This is the new Microsoft Surface. It embodies the notion of hardware and software really pushing each other. People do want to create and consume, they want to work and they want to play, they want to be on their couch, they want to be at their desk and they want to be on the go. Surface fulfills that dream. It is a tool to surface your passion, to surface your ideas, to surface your creativity and to surface your enjoyment. I really want you to take the time today to get to know Microsoft Surface. So let’s now learn more from Steven Sinofsky and the Microsoft Surface team.
Steven Sinofsky
Just as we’ve re-imagined Windows we also have a vision for re-imagining the tablet.
We see a tablet that is designed the way that Windows has been designed. We see a tablet that represents a unique vision with a seamless expression of entertainment and creativity. A tablet that works and plays the way that you want to, a tablet that’s a great PC, a PC that’s a great tablet, a new type of computing, Surface.
Surface is a stage for Windows. Surface is designed for the software experience to take it, have it take centre stage. Surface is super thin at 9.3 millimeters. It’s just thin enough for this full size USB port for peripherals or just charging your phone while you are at the hotel. The edges are bevelled away at 22 degrees, so the PC itself fades into the background. It feels natural in your hands.
Surface is the first PC with a full magnesium case. Through unique process the liquid metal is formed into an ultra rigid, yet ultra light frame. It is incredibly in strong and it’s airy at under 1.5 pounds, just 676 grams, and it’s finely balanced. We didn’t stop there, the case is one of a kind. It’s made from a physical vapor deposition process. It results in a permanent scratch and wear resistance for Surface. This VaporMg case is a first of a kind, and it accentuates the unique feel of Surface.
Surface is of course great for entertainment. It has access to all of the Windows apps for music, for video, for Xbox and gaming. We can see here I’m running Internet Explorer. I can browse smoothly, use see great pages using ClearType and have a great experience just with all the – with browsing. It’s 10.6 inch optically bonded, wide screen display, is custom designed for Surface. And of course people play games. I can go and play any of the interesting games that are on – in the Windows Store and I can use Surface for using all the sensors that are within Windows as well. Surface works for all of those games.
Movies and entertainment look great as well. Excuse me just a second. Surface looks great for entertainment as well. In fact I’m going to show here for the first time a very exciting new application. This is the Netflix application designed specifically for Windows 8. Now with the wide screen you get 30% more viewing area and no banding or letter boxing like you traditionally see.
I’m happy to show this new Netflix application … [, give you an early look how it’s designed specifically for Windows 8 with semantic zoom. And Netflix will have this ready at the Windows 8 launch. I can go here and start a movie and see it stream straight to my Surface PC. Just like you would expect.
Now to stream so well Surface needs great Wi-Fi. Surface is the first tablet to incorporate dual 2×2 MIMO antennas. That means it provides the very best Wi-Fi reception of any tablet today. Surface is incredibly great for Windows and for entertainment PC. And we are just getting started.] …
More information:
– Surface Website
– On-Demand Keynote: Microsoft Surface Event
– Broll: Product imagery of Microsoft Surface
– Broll: Images from Microsoft Surface Event
– Product & Event Images
– See it in Action
And remember this leading edge Microsoft Surface family, leading edge even against Apple’s market leading offerings, so this product is definitely just the tip of the iceberg. Consider this Channel 4 report which is showing the kind of the future which could come from Microsoft as seen back to the beginning of last year:
– Touching, waving at and talking to the future with Microsoft [Channel 4 News YouTube channel, Feb 8, 2011]
(Note towards the end of the video, Panos Panay to appear as simply from Microsoft Surface.) Additional infomation:
– Benjamin Cohen, the reporter in the video, had this detailed blog post about that visit
– Steve Clayton, the Microsoft’s not that long ago initiated, ‘Next at Microsoft’ storyteller, had also this detailed blog post about that visit
Note that Microsoft shares started to raise already last Friday (obviously based on expectation when the invitations to a ‘mistery event’ were sent out). Nevertheless from $29.34 to this Tuesday’s closing price of $30.71 that was only a 1% growth. Interestingly during the same period Apple’s share price had a 1% growth as well, although Apple made its series of announcements a week earlier, on Monday last week (June 11th, 2012):
– Apple Introduces All New MacBook Pro with Retina Display
– Apple Updates MacBook Air and Current Generation MacBook Pro with Latest Processors and New Graphics
– Mountain Lion Available in July From Mac App Store
– Apple Previews iOS 6 With All New Maps, Siri Features, Facebook Integration, Shared Photo Streams & New Passbook App
which resulted in 0.5% growth only.
So the stock market evaluated the Microsoft Surface against the above Apple introductions, and found that on equal level from business growth perspective, although Apple’s closing price yesterday was $587.31, i.e. 19x higher. In terms of market capitalisation Microsoft remains on the same 47% of Apple’s, so from business competition point of view the announcement of Microsoft Surface is not changing the positions as far as the opinion of the overall business world is concerned. INTERESTING!
Meanwhile the earlier Microsoft Surface product has been renamed as Microsoft PixelSense in order to avoid confusion:
About Microsoft PixelSense [Microsoft page for the press on the PixelSense microsite, June 18, 2012]
The Samsung SUR40 with Microsoft PixelSense is an innovative product that responds to touch, natural hand gestures and real world objects placed on the display, providing effortless interaction with information and digital content in a simple and intuitive way. With a large, 360-degree, 4-inch thin horizontal user interface, the Samsung SUR40 offers a unique gathering place where multiple users can collaboratively and simultaneously interact with content and each other. In addition, the SUR40 provides businesses with unique value in delivering information and services in a more friendly way allowing better engagement with their customers. The Samsung SUR40 with Microsoft PixelSense is targeted for companies across a variety of industries including retail, hospitality, health care, and public sector.
The Samsung SUR40 with Microsoft PixelSense is a major advancement in computing that moves beyond the traditional user interface to a more natural way of interacting with information. The four key attributes that make this experience unique are:
Multiuser experience.The horizontal form factor makes it easy for several people to gather together, providing a collaborative, face-to-face computing experience.
Massive multitouch contact. The Samsung SUR40 with Microsoft PixelSense recognizes many points of contact simultaneously, not just from one finger, as with a typical touch screen, but up to dozens and dozens of items at once.
Direct interaction.Users can actually “grab” digital information with their hands and interact with content through touch and gesture, without the use of a mouse or keyboard.
Object recognition. Users can place physical objects on the display to trigger different types of digital responses, including the transfer of digital content.
At CES 2011, Microsoft unveiled the designed for touch experience featuring Microsoft PixelSense technology, which gives LCD panels the power to see without the use of cameras.
This experience comes to life in the Samsung SUR40 with Microsoft PixelSense, which incorporates significant technological advancements designed to enhance the user experience.
The Samsung SUR40 with Microsoft PixelSense features key hardware and software technology advancements informed by feedback from users around the world.
Microsoft PixelSense™.Microsoft PixelSense allows a display to recognize fingers, hands, and objects placed on the screen, enabling vision-based interaction without the use of cameras. The individual pixels in the display see what’s touching the screen and that information is immediately processed and interpreted.
PixelSense technologydelivers an innovative user experience built on the principles of direct interaction using touch and objects. The Microsoft Surface 2.0 SDK allows application developers to take advantage of capabilities of PixelSense technology.
Thin form factor with multiple configuration options.The Samsung SUR40 is four inches thin, which makes it easy to use as a table, hang on the wall with the VESA mount, or embed in walls or custom enclosures. There are standard leg supports available or customers can design and attach their own leg supports.
High definition large format display. The 40-inch, stunning high-definition screen (1920 x 1080 resolution) enables enhanced multiuser and multitouch experiences.
Microsoft PixelSense activities are available on the Microsoft PixelSense blog and Microsoft PixelSense on Twitter.
For more information, press only: PixelSense PR team
Also these two videos appeared on a new Microsoft® PixelSense™ YouTube channel [June 18, 2012]:
The Power of Microsoft® PixelSense™
Samsung SUR40 with Microsoft® PixelSense™
Now some first reactions from the event attendees:
Microsoft Surface: a closer look [TheVerge YouTube channel, June 18, 2012]
See also this article: Microsoft Surface with Windows RT hands-on pictures and video [Joshua Topolsky from The Verge, June 18, 2012]
Microsoft Surface tablet demo June 18, 2012 Event in SF [SlashGear YouTube channel, June 18, 2012]
See also these articles, same date, on SlashGear (the first ones are kind of liveblogging):
– Microsoft Surface Tablet Hands-on by Vincent Nguyen
– Microsoft Surface re-introduced as a handheld tablet by Chris Burns
– Microsoft Surface cover doubles as built-in keyboard by Cory Gunther
– Microsoft Surface for Windows 8 Pro revealed by Chris Burns:
This tablet introduced its own “Perimeter Venting” so as not to get too hot [in fact to solve the problem of cooling with a tablet which can be used in both portrait and landscape modes], works with Pen input (with digital ink, explained in a different post), and has a display that’s just 0.7mm from the glass that covers it. The Microsoft Surface for Windows 8 Pro has two digitizers, one for ink, one for touch, and has a bit of magnetization for its pen so no holes or clips are needed.
– Microsoft Surface to feature digital ink stylus support by Cory Gunther
At the event live they said it best by stating, “This surface has two digitizers. One for touch, one for digital ink.” All stylus or pen input is converted into digital ink and the new Surface tablet is extremely responsive and accurate.
The distance between the screen (digitizer) and the stylus is only .7mm thick, and allows for it to be highly accurate, making you feel like the ballpoint of a pen is actually writing on the “surface”. Surface will see the proximity of a stylus and stop recognizing hand inputs.
– Microsoft Surface Windows RT confirmed with NVIDIA’s Tegra processor by Cory Gunther
NVIDIA has just issued a rather short note confirming that their Tegra processor will be under the hood and powering the smooth and fluid Windows 8 RT model. They didn’t specify which Tegra processor as expected, but we are speculating it will be the quad-core Tegra 3 KAI platform, or the Tegra 3+ that was detailed as coming soon [… an upgraded Tegra 3 called T3+, with code-names Wayne and Grey splitting off in the third quarter of 2012 with LTE. Grey specifically will have access to LTE data speeds, with Tegra and Icera hardware being part of this sector for NVIDIA] in a lot more than just Android devices.
Microsoft Surface Touch Cover vs Type Cover hands-on by Chris Burns
These keyboards bring on a fair stab at what 3rd party manufacturers have been attempting for the iPad and a host of Android tablets now for several years. The keyboards on both units aren’t going to bring you a perfect replacement for a notebook computer if you’re attempting to match the laptop-bit of the equation, but if you’re the sort of person to work on a desk, you might be in business.
Microsoft Surface could debut MagSafe-data hybrid hook-up by Chris Davies
The four-pin port is on the right lower edge of the new tablets, and seemingly matches up with the MagSafe-like connector detailed in a patent application from the company. If so, that could mean a single hook-up for recharging the Surface and synchronizing it with other devices.
Microsoft’s patent application followed in the footsteps of Apple’s magnetic charger system – which allows the cord to break away easily if someone trips over it, rather than yanking your laptop off the desk – but added in a data connection. With just one port, the Surface could be hooked up to both a charger and other external hardware, with an optical data link used for maximum speed potential.
…
The potential for such a connection is vast. Microsoft has been coy about external device support for Surface, only mentioning the USB and video-output ports, but with this proprietary port it could be used with a docking station to add in an optical drive, wired network connection and more.
We’ve been waiting for just such a strategy from Apple for some time, and indeed the Cupertino company has an optical data MagSafe patent application of its own. More on Microsoft Surface in our hands-on here.
Microsoft Surface Tablet: Hands-on [laptopmag YouTube channel, June 18, 2012]
See also these articles:
– Microsoft Surface Tablet Hands-on: The Future of Windows is Here [Video] [Michael A. Prospero from LAPTOP Magazine, June 18, 2012]
– iPad vs Microsoft Surface: Tablet Specs Compared [Kenneth Butler from LAPTOP Magazine, June 18, 2012] (data higlights are mine to denote the essential differences)
Device
iPad 3
Surface (Windows RT)
Surface (Windows Pro)
Price
$399
TBA
TBA
CPU
Apple A5X dual-core
Nvidia Tegra 3 [simply Tegra]
Intel Core i5
OS
iOS 5
Windows 8 RT
Windows 8 Pro
Display
9.7 inches
(1024 x 768)10.6 inches
(Resolution unknown)10.6 inches
(Resolution unknown)Size
(inches)9.5 x 7.31 x 0.37
.37 inches thick
.53 inches thick
Weight (pounds)
1.44
1.49
1.99
Storage
(Built-In)16GB, 32GB,
64GB32GB, 64GB
64GB, 128GB
Ports
10-pin
microSD, USB 2.0, Micro HD Video, 2×2 MiMO Antenne
microSDXC, USB 3.0, Mini DisplayPort, 2×2 MiMO Antenae
Microsoft to Unveil a New Tablet – Good or Bad Idea? [The Wall Street Journal YouTube channel, June 18, 2012]
See also this article: Microsoft Unveils Surface Tablet to Rival iPad [Shira Ovide from The Wall Street Journal, June 18, 2012]
… Al Hilwa, an analyst at IDC, said the combination of PC and tablet features makes surface a “true converged” device. “A Swiss Army knife of a tablet?” …
The computer makers‘ business is dependent on Microsoft, so they may not express annoyance publicly at Microsoft’s trading on the hardware makers’ turf. But at least some hardware executives are fuming privatelyat Microsoft’s decision.
Microsoft’s move to make its own tablet “comes with consequences, which is complicating choices for consumers and complicating relations with third-party manufacturers,” said Sarah Rotman Epps, an analyst with Forrester Research Inc.
Microsoft “Surface” Tablet Announced, Powered by Windows 8 [Eric Savitz for ForbesVideo YouTube channel, June 18, 2012]
See also these articles:
– Microsoft: Live From Hollywood! Introducing Microsoft Surface Tablet (Updated) [Eric Savitz from Forbes, June 18, 2012]: a live blog of the event
– Microsoft Announces Surface, Its New Windows 8 Tablet [Kelly Clay from Forbes, June 18, 2012]
…
As no one does keyboards better than Microsoft, yet another keyboard is also available for Surface that features a full trackpad with clicking buttons. Though Surface is slightly heavier than the iPad and has 25% less battery life (31.5 Watt hours compared to the iPad’s 42.5 Watt hours), Surface is truly one of the most powerful and lightweight mobile PCs we have seen.
It’s clear that Surface is designed for current Windows users, and according to NetMarketshare, Windows XP, Vista, and 7 combine for 93% of all desktops. For these users – especially those in the corporate environment – there is a hesitation to switch to another platform, even just for mobile use. As a result, Surface could be a game-changer in the tablet industry. Not only does it feature key capabilities that Apple has yet to ever integrate (such as a keyboard), but Surface will undoubtedly make it easier for curent Windows users to transition from home to office and in-between. While a price has yet to be set, it’s expected to be extremely competitive compared to other tablets, ensuring that Surface is a device that many current Windows users will want to own.
Other notable first reports:
1. WIRED magazine [June 18, 2012]:
– Liveblog: Meet ‘Surface,’ Microsoft’s New Windows 8 Tablet
– Microsoft May Be Late to Tablet Fight, But Has the Cash to Keep Sparring
– Microsoft Dives Head-First Into Mobile Hardware With Two 10.6-Inch Tablets
…
Surface is much, much more than a new tablet platform. It’s also Microsoft’s first fully branded computing device — an ambitious new development direction after years of making only simple computer peripherals. And Surface is also a challenge to every hardware partner in Microsoft’s OEM stable.
“Its a bold move on the part of Microsoft,” says Gartner analyst Michael Gartenberg. “This is a real change in strategy for them, and it’s certainly a vote of no confidence for their partners. This shows how high the stakes are. There is competitive pressure from Apple that is clearly a threat to their business. Steve Ballmer seemed to be channeling Steve Jobs on stage, saying hardware and software have to be designed to together.”
…
As for pricing, Microsoft isn’t saying, but Gartenberg weighs in:
“I’m guessing somewhere between $600 and $1000 — Microsoft was very vague. This the problem you encounter when you launch something so far ahead of delivery,” he said. “For a launch like this, it’s all about the details. Everything about this event, the mysterious invitations, the presentation — Microsoft is trying to be Apple. But the only company that has successfully been like Apple, is Apple.”
2. engadget [June 18, 2012]:
– Live from Microsoft’s mystery press conference in Los Angeles! by Dana Wollman
– Hands-on with Microsoft Surface for Windows RT, Touch Cover and Type Cover (update: video!) by Dana Wollman:
… (Microsoft has only said that the ARM chip is made by NVIDIA. No one ever said it’s a Tegra 3 SoC, but that is naturally our best bet.) …
Based on remarks by Steve Ballmer and others during the presentation, it sounds like a lot of thought went into the two keyboards, so we wouldn’t be surprised if a large focus group of touch typists were able to prove Redmond’s engineers right. But having played with both, we don’t imagine this being like settling in with a new laptop or Transformer-style dock. You might have to re-learn how to type (or at least teach your brain to fuhgeddaboutit and trust your fingers to land where they’re supposed to.) …
Even after some brief handling, we feel impressed, almost sobered by what Microsoft’s managed to produce after vowing to take the Windows 8 hardware-software package into its own hands. Surface for Windows RT is well-made, polished, durable and carefully engineered. And yes, that’s sobering news: Microsoft’s own OEM partners, everyone from ASUS to Acer to HP, should feel a tinge of defensiveness. If Redmond’s mission until now has been to showcase all the possible form factors for Windows 8, it may have just taken a step in the opposite direction by upstaging everybody else.
– Microsoft reveals its own Windows 8 tablet: meet the new Surface for Windows RT by Jon Fingas:
Not unlike Apple’s last two generations, there’s a magnetically attached cover, but it’s more than just a protector: here, it includes a full multi-touch keyboard and trackpad.
– Microsoft one ups other tablet ‘smart’ covers with Surface’s Touch Cover and Type Cover by Terrence O’Brien:
… right now we’re pretty enamored with Microsoft’s Touch Cover for the newly announced Surface. See, it works almost exactly like that other “smart” tablet shield, but this one actually earns it’s smart moniker. When you peel the plastic shroud back it turns into a fully functional keyboard and touchpad. Obviously, being a thin plastic sheet, the cover is relying on touch for key presses, not the actual depression of mechanical switches. …
Perhaps one of the more interesting features though, is their ability to force Win 8 to color coordinate with your chosen shade of folio. Click the blue Touch Cover on to the Surface and the background switches to a soothing shade azure. There’s even an accelerometer inside those 3mm-thin softer covers — which is an impressive feat of engineering. The Touch Covers can easily distinguish between you simply resting your hands on the keyboard and actually typing, which should help minimize accidental key presses.
– Microsoft announces Surface for Windows 8 Pro: Intel inside, optional pen input by Donald Melanson
– Microsoft Surface tablets: the differences between Windows RT and Windows 8 Pro models by Darren Murph
3. CNET [June 18, 2012]:
– Microsoft breaks tradition with Microsoft Surface tablets
– Surface touches the right keys, but not a complete picture
– Who is the Microsoft Surface for, exactly?
– Five key takeaways from Microsoft’s Surface event:
… 1. Don’t confuse this with the table thing [i.e. the old Surface now called Microsoft PixelSense]. … 2. This isn’t just aimed at the iPad and Android tablets [as it can work like a PC, complete with a full version of Windows]. … 3. This thing is high-tech. … 5. This is just the start [as Microsoft is positioning Surface as the beginning of a family]. …
– Why Microsoft built its own tablet — think Apple and Xbox
…
The tablet and ultraportable form factors are especially fertile ground in terms of growth and innovation. A recent Online Publishers Association studyfound that 31 percent of the U.S. Internet population (74.1 million users) own tablets, up from 12 percent in 2011. By 2013, the study projected that 47 percent of the U.S. Internet population (117.4 million users) would own tablets.
At this juncture, Google’s Android platform (including Amazon’s Kindle) and Apple’s iOS are splitting the market. Apple’s continuation of its firm grip on hardware and software integration is working exceedingly well, as evidenced by the company’s incredible financial success.
…
Google gives its Android platform to partners for free, which leads to some fragmentation and a fraction of the profits Apple is generating. Like Microsoft, Google plans to introduce its own branded tablet this month. Microsoft expects that it can generate some buzz and give Windows users a legitimate alternative to Apple’s iOS and Google’s Android, as well as incent its developer community to build native apps for its platform.
Note: In the above argumentation CNET relied on the released the same day “A Portrait of Today’s Tablet User – Wave II” U.S. findings from the Online Publishers Association (OPA), particularly the one represented on the following slide:
for which the accompanying OPA press release stated the following:
… Tablet adoption has significantly increased in the past year; 2012 saw 31% of the U.S. internet population owning tablets (74.1M users), up from 12% (28.3M users) in 2011. Furthermore, by the year 2013 this figure is expected to increase with a projected 47% of the U.S. internet population (117.4M users) owning tablets.
Of these tablet users, the Android platform has drawn level with iOS, largely in part because of the strong sales of the Kindle. 52% of tablet owners have an iOS operating system, while 51% use an Android powered tablet (percentages do not add up to 100% because tablet owners own/use more than one type of tablet). This is a drastic change from 2011, which saw 72% of tablet owners use some form of the iPad while only 32% used an Android tablet. …
4. AllThingsD [June 18, 2012]:
– Microsoft’s Surface Tablet Takes On Apple’s iPad liveblog by Ina Fried
– Microsoft Launches New Surface Tablets With Windows 8 by Bonnie Cha
– Microsoft CEO Steve Ballmer on Where Microsoft’s New Surface Tablet Fits in PC Ecosystem by Ina Fried
In a brief chat after the event, Microsoft CEO Steve Ballmer said that PC makers have known for an unspecified period of time that Microsoft would be doing its own hardware.
Ballmer noted that there will be a lot of PCs sold that will be made by companies other than Microsoft.
“If you look at the bulk of the 375 million machines that get sold (next year), they probably aren’t going to be Surfaces,” Ballmer said. “On the other hand, we could have a sizeable business.”
“It’s an important companion to the whole Windows 8 story,” Ballmer said. “It’s an important piece. It’s not the only piece.”
While Microsoft kept the details of Surface tightly limited to a small group of Microsoft employees working on the project, Ballmer said PC makers weren’t totally taken by surprise.
“Our PC partners knew in advance we were announcing something today in this space,” Ballmer said.
So how did they feel about it? “No comment.”
Ballmer said Microsoft’s goal is that Surface “gives people a full range of things to think about, sort of primes the pump for more innovation around Windows 8, (and) brings new technology to the Windows PC platform.”
Just how closely to the vest has Microsoft been keeping Surface? Ballmer said he has not personally been using a prototype on a regular basis.
“We wanted to keep things under wraps,” Ballmer said. “I’m out in public a lot.”
5. Boy Genius Report (BGR) [June 18, 2012]:
– Live from Microsoft’s tablet event! by Brad Reed
– Microsoft unveils Surface tablet by Zach Epstein
– Microsoft Surface tablet hands-on by Brad Reed
I have to admit that the Touch Cover felt somewhat alien to me at first when I was playing around with it, but that could be due to the fact that I didn’t have a lot of time to play around with it — Microsoft was really herding reporters quickly through the line. The Type Cover did feel quite natural as a keyboard should, however, so at the very least, there should be one strong option for people who prefer traditional keyboards.
The tablet’s 10.6-inch display screen looked gorgeous, although Microsoft was being weirdly evasive when asked what the exact screen resolution was. The tablet’s “VaporMg” casing is extremely solid, and the tablet feels very strong in your hands. Despite being 9.3 millimeters thick, the Windows RT version of the Surface is in no danger of bending under pressure.
In terms of software, Windows RT brings some cool new capabilities to the tablet form factor, including the ability to run two apps on the same screen simultaneously. One Microsoft rep, for instance, demonstrated how to have Outlook email on one half of the screen while having sports scores on the other half. And of course, the home screen on both versions of the Surface tablet features Windows 8′s Metro UI that is significantly more intuitive, colorful and user-friendly than past editions of Windows.
The future of consumer legacy of immersive technologies
Why is such a subject on the “Experiencing the Cloud” blog? One reason is the news relayed in Lockheed’s “retail” flight-sim software causes buzz in industry [Orlando Sentinel, April 10, 2012] article. Please read!
The other, and an even more important reason is that the future of immersive technologies is already getting to be known. Last week I’ve investigated one of the leadership initiatives under way, The Where Platform from Nokia: a company move to taking data as a raw material to build products [April 7, 2012]. Its current state-of-the-art from immersion point of view could best be assessed from the following video:
Nokia Maps 3D: The World As You See It [nokia YouTube channel, Dec 7, 2011]
And here is the approach used in the creation of such a mirror world: Nokia Maps 3D: Making Of [nokia YouTube channel, Oct 24, 2011]
While such mirror world creation is “just” laying the foundation for the application of a much wider and broader set of immersive technologies, the people engaged in the legacy immersive technologies have almost no idea of what is going on in terms of superseding their own stuff with these new, indeed revolutionary offerings.
The most advanced and the most mature community for consumer legacy of immersive technologies is the one of the flight simulation by enthusiasts. The technologies from there are even used in high-value commercial set-ups as well demonstrated by such current news that IDSI demonstrates high-resolution Immersive Desktop at I/ITSEC conference [IDSI press release, April 9, 2012]: “Software content included a PC version of Battlefield Bad Company 2 as well as Lockheed Martin’s PREPAR3D flight simulator [based on the earlier Microsoft Flight Simulator product we should add].”
Watch these two videos in order to get a little experience of the current state-of-the-art for flight simulation by enthusiasts:
PAKT Ketchikan International Airport (ORBX) – FSX HD [TheAviatorFSX YouTube channel, Feb 8, 2012]
FSX: Orbx 1S2 Darrington Muni!!! [HD] [B767rules YouTube channel, Jan 8, 2012]
Next read the following wikipedia articles about the technology used by flight simulation enthusiasts:
- Immersive technology: “refers to technology that blurs the line between the physical world and digital or simulated world, thereby creating a sense of immersion.” (It has already been referenced before the above videos.)
- Amateur flight simulation: A general overview article. (It has already been referenced as “flight simulation by enthusiasts” because the “amateur” attribute is rather incorrect – as we will see below – as well as misleading).
- Microsoft Flight Simulator (FS or MSFS, the last version FSX): Microsoft released the first version (for IBM PC) in 1982 which was licensed from an already available product base from Bruce Artwick /subLOGIC Corporatiom and reached commercial maturity with version 3.1 coming from The Bruce Artwick Organization. …
- X-Plane (simulator): The first version was released in 1993 for the Macintosh. Its author, Austin Meyer had been a long time MSFS user but had become frustrated with the Microsoft product and decided to build his own one. Later it become multiplatform as the one man effort became the Laminar Research company. … Only the latest X-Plane v10 version, released just in December 2011 has real chances to overcome the overwhelming dominance of MSFS (more precisely the latest FSX).
- Lockheed Martin Prepar3D: Microsoft ceased the further development of MSFS in the beginning of 2009 but an earlier, “software technology platform” version of it, the so called ESP was licensed in November 2009 to Lockheed Martin which released it later under the name of Prepar3D®. The latest 1.3 version was released on March 23, 2012 as well as a much more widely accessible and affordable ($49.95) academic licensing for it on March 26. At the same time the price for the Professional License version (released in September 2011) was decreased to an affordable $199. The Academic License means “Undergraduate and K12 student instruction”, “K-12 after school programs”, and “Individual student use, K-12 and undergraduate” eligibility but it “is not to be used, offered, sold or distributed through markets or channels for use as a personal/consumer entertainment product”. The latter restriction also applies to the Professional License with having eligibility in “Civil or law enforcement training”, “Private pilot use”, “Military training”, “Flight school instruction”, “Professional instruction”, “Air traffic control instruction”, and “Graduate student instruction”. With such restrictions Prepar3D is a legally constrained albeit technologically fully compatible follow-up to the MSFS. (Note that a Developers version had been available for quite a while with a subscription fee of $9.95 per month, see the Prepar3D® License Comparison).
- Microsoft Flight (Update: In July 2012, Microsoft ceased development of the game permanently to re-align its “long-term goals and development plans.” The game is still available for download and play. See on Kotaku or much below.):
Prepar3D license restricitions are definitely coming from legal agreements between Microsoft and Lockheed Martin (although none of the companies are speaking about that). The writing – however – is on the wall since February 29, 2012 when Microsoft released an absolutely new product for “personal/consumer entertainment” use, called “Microsoft Flight”. Moreover, unlike the enthusiast-centric MSFS, the new product focuses much more on the universal appeal of flight and aims to engage a much wider audience. Below I will include further comparison details between MSFS and Flight. - Precision Manuals Development Group (PMDG): It is a commercial add-on aircraft developer for the MSFS series and a leading representative of the thriving ecosystem existing around MSFS. It was founded as early as 1997 and it is “a global business with employees and contractors working in Canada, Belgium, Germany, Greece, Russia, South Africa and the United States” and “currently has employees and contractors located in the following US States: Utah, California, Florida, Georgia, Massachusetts, Nevada, New York, and Washington.” Unfortunately in dealing with Microsoft PMDG “was surprised and disappointed to see that the developers of FLIGHT elected to bring in a bunch of people to see FLIGHT, while very noticeably keeping out many of the same folks who have supported MS and the genre for years. The message was made loudly and clearly that our input was not desired and that the strategic objectives of FLIGHT do not involve the community that companies like PMDG, Aerosoft and the like represent.” – as described in Some thoughts on Flight… [Jan 6, 2012].
This made PMDG think about where could they go from there? Here is the statement from their founder/owner Captain Robert S. Randazzo:- “Well-first- I’m not overly concerned. As hardware advances- FSX is really just coming into its own on the average consumer’s hardware– so we intend to continue FSX development for the foreseeable future! There are a number of directions in which we can go- and PMDG has already been taking steps to sort out what platform our future products will feature.
- There has been some loose talk about PMDG and Xplane10– but I must tell you that while we are evaluating that product, and while we do have someone on staff helping to map out the process by which our products wind up in Xplane10- we are still some way out on that project line… From a developers standpoint Xplane10 certainly seems to be a good solid platform that will help our products to shine- but, like FSX it has some weaknesses and we need to evaluate whether it makes sense to allow XPlan10 at this time.”
- Next to the PDMG we should mention the fast expanding (globally), and (unsually) headquartered in Germany, Aerosoft (company information as not in wikipedia) as an even bigger force forming the future of MSFS legacy as being 20 years in the business of add-ons for that. Mathijs Kok who is responsible for the project portfolio there made the following statement recently: “For 2012 all our efforts are on FS2004, FSX and X-Plane 10. Next year could be different.” [Aerosoft Forums, March 1, 2012].
In an earlier interview he said: “2012 is very much a transition year. We got loads of new simulators, X-Plane 10, MS FLIGHT, AeroflyFS and we are seriously looking at all of them. We have also just completed a re-organization of Aerosoft so we can handle the changing market better. Note this is not a bad sign, in fact it means hiring more staff! We are now more a ‘content’ producer. All we make should be usable in as many projects as possible.
Soon you will see the first products that will have FS2004/FSX/Prepar3D/X-Plane installers. One thing that’s important this year is that many or our big projects are being overhauled and moved to X-Plane. Many Mega Airports will get new version as the airports have changed (new runways etc). At the same time we will spend more time on the trains and bus simulators, As long as they are ‘serious’ we know they will sell very well. ” [airdailyX, Jan 15, 2012]
Note: In addition to Flight Simulation, Aerosoft has train simulation offerings (from some others as well), a whole range of other simulations (mostly from others), and a department called AVIATECH for High-End graphic solutions for the professional simulaton. No wonder that on “Who works where” page of airdailyX not less than 38 people are listed as working for them (while only 10 for PMDG).
See also Life after FS2004 for the serious simmer [Aerosoft Sim News, March 28, 2012] as a very good evaluation of the possibilities choices available – FS9, FSX, XPX, Flight or P3D. - OrBX (company information as not in wikipedia) is the biggest of such ecosystem companies as on the same list not less than 51 people are listed for them. The company roots are just going back to 2005, and was only formally incorporated in 2007. Their success could be attibuted to a unique, FTX terrain regions technology “which combines the use of aerial photography to create custom landclass textures implemented using some key differentiators from the default FSX terrain system”. They have also “new ‘Flow’ technologies that add even more realism” (VehicleFlow, NatureFlow, ObjectFlow, PeopleFlow, TextureFlow, Audio, Aero, SnowFlow and StaticFlow). They are also the most focused one strategically as “Orbx continues to extend the capabilities of FSX and Prepar3D with technologies that add realism and immersion”.
Fall City Airport with Nature Flow (ORBX 1WA6) – FSX HD / i7 2600 @ 3.47ghz with GTX 580 [TheAviatorFSX YouTube channel, Sept 1, 2011]
FSX – ORBX PEOPLE FLOW – AS REAL AS IT GETS! [FLIGHTANIMATION YouTube channel, Oct 2, 2011]
Fall City with Vehicle Flow (ORBX 1WA6) – FSX HD [TheAviatorFSX YouTube channel, Nov 23, 2011]
Then here is the some information about the most visited domains by the community of flight simulation enthusiasts. It is obvious from that:
- The community is at least 1/2 million people strong and steady.
- They are hobbyists and/or private pilots and/or semi- or retired aviation professionals.
DETAILED INFORMATION FOUND IN MY INVESTIGATION
Prepar3D Trailer [LockheedMartinVideos YouTube channel, Sept 21, 2011]
Lockheed Martin Launches Academic Prepar3D® Simulation Software as a Learning Tool for Students [Lockheed Martin press release, March 26, 2012]
ORLANDO, Fla., March 26, 2012 – Lockheed Martin [NYSE: LMT] released academic licensing of its Prepar3D® simulation software to immerse students in learning and problem solving. The special pricing of $49.95 makes simulation accessible to the academic community for engaging the next generations in science, math and social studies curricula.
Currently used for professional training, Prepar3D harnesses gaming technology for experiential learning. The software presents a realistic virtual world to support educational scenarios anywhere from underwater to suborbital space.
“Simulation makes learning tangible,” said Chester Kennedy, vice president of engineering in Lockheed Martin’s Global Training and Logistics business. “It is ideal for concepts that have complex relationships or to reinforce rote learning. Simulation immerses the learner in an experience to make the lesson more memorable and reduce the time it takes to master a new skill.”
In Prepar3D, students can see the effects of their decisions and experiment with challenges at different levels. It also allows students from around the world to collaborate to solve real-life problems. With a free software development kit that accompanies the program, instructors can create customized academic lessons incorporating features such as people, wildlife, buildings, vehicles and weather.
Prepar3D is now used by the Experimental Aircraft Association and National Flight Academy to engage students in science, technology, engineering and math (STEM) disciplines. Lockheed Martin donated copies of Prepar3D to these organizations in 2011 to integrate learning objectives with inspirational stories of flight to interest youth in technological careers.
The new academic software can be purchased for educational efforts at or below the undergraduate level at www.prepar3d.com.
Prepar3d test with 30cm ground textures (4096×4096) Part 1 [ALeclercqCreations YouTube Channel, Nov 14, 2011]
Prepar3d test with 30cm ground textures (4096×4096) part 2 [ALeclercqCreations YouTube Channel, Nov 15, 2011]
Lockheed Martin Receives Industry Innovation Award From Metro Orlando Economic Development Commission [Lockheed Martin press release, Sept 16, 2011]
ORLANDO, Fla., September 16, 2011 —
Lockheed Martin’s [NYSE: LMT] Central Florida operations have been named among the 2011 recipients of the William C. Schwartz Industry Innovation Award by the Metro Orlando Economic Development Commission.
The award honors companies for creating, developing and successfully implementing products, ideas and processes. The award cited two Lockheed Martin programs that are meeting urgent customer needs through affordability and innovation initiatives: Prepar3D simulation software and the HULC hydraulic-powered exoskeleton.
…
Out of the Screen – Prepar3D [LockheedMartinVideos YouTube channel, Sept 19, 2011]
Lockheed Martin’s Prepar3D® Software to Soar at National Flight Academy [Lockheed Martin press release, June 13, 2011]
ORLANDO, Fla., 06/13/2011 —
Lockheed Martin (NYSE: LMT) will provide its Prepar3D ® visual simulation software to power the National Flight Academy’s (NFA) immersiveaviation experience as part of the academy’s hands-on approach to teaching the principles of science, technology, engineering and math (STEM) to students.
“We believe in the mission of the National Flight Academy, which couples STEM curriculum with aviation to inspire youth about technological careers,” said Dale Bennett, president of Lockheed Martin’s Global Training and Logistics business. “With the call from our nation’s leadership – and that of our own corporation– to reinvigorate America’s innovative spirit, we feel it is a great opportunity to support an organization with such a vital cause.”
The NFA is designed to address the concerns of declining STEM skills and standards in our country by providing immersivehigh-tech adventures that combine classroom math and science fundamentals with hands-on aviation experiences. Prepar3D ® is visual simulation software that brings immersive game-based technology to training, experiential learning and decision and performance support for non-government, government and commercial organizations.
For NFA, Lockheed Martin will donate copies of Prepar3D ®, upgradable as new product versions are launched. In addition to providing immersivesoftware to facilitate the students’ learning, Lockheed Martin has donated more than $2 million to the NFA.
“The National Flight Academy’s mission is to educate youth on the fundamentals of STEM, and to do that it is critical we provide valuable learning experiences,” said Vice Admiral Gerald Hoewing, president of the National Flight Academy. “This project can’t happen without companies like Lockheed Martin.”
Prepar3D ® is based on the Microsoft ESP ™ Flight Simulator product line and is compatible with add-on software created for ESP ™. On the web site, http://www.prepar3d.com, users can get the software as well as download a software development kit to create add-ons such as aircraft, instruments, boats, buildings and other environmental features.
Lockheed Martin’s Prepar3D™ Launches Nov. 1 [Lockheed Martin press release, Oct 20, 2010]
ORLANDO, Fla., 10/20/2010 —
Prepar3D ™, Lockheed Martin’s professional training and simulation software, will be available for purchase starting Nov. 1 on www.prepar3D.com for $499per licensed copy.
Lockheed Martin [NYSE: LMT] created Prepar3D ™ (pronounced “prepared”), based on Microsoft® ESP™ technology, as a training application for military, educational, civil and aviation professionals. The Prepar3D ™ software lets individuals and organizations conduct realistic training by engaging users in immersiveenvironments. It can also be used for evaluating and preparing people for real world assignments and tasks.
“We believe this enhanced training capability will be a great asset not only for aviation professionals, but also for emergency responders, maritime forces and others,” said Chester Kennedy, vice president of engineering at Lockheed Martin Global Training and Logistics. “Delivering Prepar3D™ direct to users over the Web provides a real-time, low-cost response between identifying a mission need and implementing a solution.”
At www.prepar3D.com, users can buy the software and download a software development kit to create add-ons such as aircraft, instruments, boats, buildings and other environmental features. Additionally, Lockheed Martin is launching a Prepar3D™ Development Networkto which software and hardware developers can subscribe for a monthly fee. The developer subscription includes two development license copies of Prepar3D™, software tools, add-ons and support forum access to grow Prepar3D ™ capabilities.
Lockheed Martin began furthering development of the Microsoft® ESP™ COTS program in late 2009 and since then has added features including the Distributed Interactive Simulation (DIS) protocol, sensors, global underwater capabilities, multi-channel support for dome displays, and a rapid cockpit design capability. Future plans call for expanding training capabilities for military and civil applications for ground forces, seaport load crews and heavy equipment operators.
Visitors to the Interservice, Industry, Training, Education and Simulation Conference (I/ITSEC) in Orlando this November can see Prepar3D ™ on display in the Lockheed Martin booth.
Lockheed Martin Launches Prepar3d ™ to Provide Richer Training Experience for Warfighters [Lockheed Martin press release, May 17, 2010]
ORLANDO, Fla., 05/17/2010 —
Lockheed Martin (NYSE: LMT) has released its new Prepar3D ™ software that enables rapid creation of medium-fidelity simulations for training exercises.
The Prepar3D ™ (pronounced “prepared”) software interface gives organizations the ability to conduct more realistic and robust training exercises by adding platforms such as air and ground vehicles to training systems that run on Distributed Interactive Simulation (DIS). DIS is an open standard for conducting real-time platform-level wargaming and is widely used by military organizations.
“The Prepar3D™ interface will enhance the ability of military services to provide realistic and integrated training experiences for warfighters before they deploy, so they can fight exactly as they’ve trained,” said Chester Kennedy, vice president of Engineering at Lockheed Martin’s Simulation, Training & Support business unit. “One example would be an aircraft flying in the Prepar3D ™ environment which can now be joined to a system such as Warfighter’s Simulation, which simulates large-scale training exercises, for a richer training experience. We can quickly create custom training solutions based on a customer’s needs.”
In late 2009, Lockheed Martin and Microsoft entered into an agreement that allows Lockheed Martin to further develop Microsoft® ESP™, which was originally designed for flight applications. Lockheed Martin will also modify Microsoft ESP™ to enable its use for ground environments to better train military forces and civil agency missions such as disaster preparedness. Changes under way include military scenarios and features to create custom training solutions, such as a weapons capability.
Visitors to the Interservice Training & Education Conference (ITEC) in London this week can see Prepar3D ™ on display in the Lockheed Martin booth.
Lockheed Martin-Microsoft Agreement to Bring Better Training to Warfighters [Lockheed Martin press release, Nov 11, 2009]
ORLANDO, Fla, 11/30/2009 —
Lockheed Martin (NYSE: LMT) and Microsoft Corp. entered into an intellectual property licensing agreement that allows Lockheed Martin to further develop the Microsoft® ESP™ PC-based visual simulation software platform to better train warfighters for battle.
Microsoft ESP technology allows users to operate realistic vehicle models that incorporate real-world physics to enhance realism, such as in the interior and instrumentation of a Boeing 747-400 shown here.
The agreement provides Lockheed Martin with access to the ESP technology portfolio, enabling the company to build cost-effective simulation solutions for customized training for its worldwide customers. Lockheed Martin’s software development teams will extend the current capabilities of ESP to enable a whole new suite of innovative ESP-based solutions that will evolve beyond flight training to include ground and civil agency applications.
“The training needs of our military and civil government customers continue to expand,” said Chester Kennedy, vice president of Engineering at Lockheed Martin’s Simulation, Training & Support business unit. “Seeking out and developing new innovative solutions such as this one based on the proven Microsoft ESP technology allows Lockheed Martin to provide our customers with new and tailored training systems more quickly and cost efficiently.”
“Solutions built on Microsoft ESP can engage users in immersive experiences with very realistic environments—making them ideal tools for training, evaluating, and preparing personnel for optimal performance in the real world,” said Chris Cortez, general manager of Strategic Programs at Microsoft, and a retired Marine Corps major general. “ESP models the entire world and will allow Lockheed Martin’s developers to easily add their own content, objects, scenery, simulation functionality, and scenarios to create custom training solutions.”
The Microsoft ESP IP licensing agreement builds on the existing Microsoft/Lockheed Martin Strategic Allianceto bring meaningful information technology services and products to market and continue to fuel innovation. It is also an example of Microsoft’s broader efforts to collaborate with industry through IP licensing.
Microsoft ESP is a visual simulation software development platform that brings immersive games-based technology to training and decision support for commercial, government and education organizations.
A Bell 206B JetRanger police helicopter flying over an urban downtown is one example of how Microsoft ESP enables pilots to navigate through a wide variety of highly-realistic static and animated objects including ground and air vehicles, buildings, and other structures.
Visitors to the Interservice/Industry Training, Simulation & Education Conference (I/ITSEC) in Orlando this week can see Lockheed Martin’s first ESP-based solution on display in booth 2049. The Pilatus PC-12 desktop trainer showcases the affordable, powerful training and mission rehearsal capabilities ESP will bring to Lockheed Martin’s customers.
Lockheed licenses Microsoft ‘visual simulation’ technology [TechFlash, Nov 30, 2009]
To answer the biggest question first, this is not the future of Microsoft’s consumer Flight Simulator product. Flight Sim’s fate remains uncertain following the company’s decision to disband the studio behind the long-running and beloved product.
However, it is an example of the core Flight Sim technology living on. Microsoft has reached a deal to license to Lockheed Martin its Microsoft ESP system, which the Redmond company derived from the Flight Simulator project two years ago with an eye toward offering a “visual simulation” platform — taking the immersive world originally created for Flight Sim and allowing it to be customized for specialized commercial applications.
Microsoft says it will also look to license the ESP technology to other companies to use and offer to their own customers, as Lockheed will be doing. But in deciding to offer the underlying intellectual property for use and development by other companies, Microsoft is signaling that it doesn’t plan to further develop ESP itself.
“This clearly was not going to be a core piece of our growth,” said David Kaefer, Microsoft’s general manager of intellectual property licensing, saying the decision was part of Microsoft’s broader re-evaluation of its business priorities in the midst of the economic downturn. “What we decided was that it was a lot better to take the investment, earn some money back but also enable our partners to take it forward and succeed.”
Under the licensing agreement, Microsoft says Lockheed is expected to further develop ESP to train warfighters in battle. At the same time, Lockheed’s software developers will also extend the technology beyond flight training for use as a general simulation tool by the military and other government agencies.
Financial terms weren’t disclosed, but in general such licensing agreements provide benefits to Microsoft when the people who license its technologies see success with the resulting products.
Microsoft Confirms Aces Closure [IGN PC, Jan 23, 2009]
Studio responsible for Flight Simulator shut down amidst layoffs.
Microsoft has confirmed the closure of Aces Game Studio, the internal development studio responsible for Microsoft Flight Simulator. Flight Simulator is one of the company’s oldest product lines, stretching back more than 20 years. The closure came amidst the company’s first major layoffs in its history, announced on Thursday. Approximately 5,000 Microsoft employees will be laid off; around 1,400 were cut immediately, with the remainder to but cut over the next 18 months.
In a statement, Kelda Rericha of Edelman, Microsoft’s public relations firm, said that the decision was made within Microsoft’s Internal Entertainment Business “to align our people against our highest priorities.”
The closure of Aces marks the shuttering of another major developer within Microsoft Game Studios. Since September of 2007, the company has shut down FASA Studio (Crimson Skies: High Road to Revenge, MechWarrior 4: Mercenaries, and Shadowrun), announced the closure of Ensemble Studios (Age of Empires), and Carbonated Games (Hexic HD, Uno). In addition, Bungie, the studio responsible for Halo, left Microsoft Games Studios and became an independent studio, though Microsoft does maintain an ownership stake in it.
Does this mean the end of the Flight Simulator franchise? According to Rericha, “We are committed to the Flight Simulator franchise which has proven to be a successful PC based game for the last 27 years. You should expect us to continue to invest in enabling great LIVE experiences on Windows, including flying games, but we have nothing specific to announce at this time.”
Microsoft ESP models all types of terrain using accurate DEM and vector data [from MS, Oct. 29, 2008]
What Microsoft planned before closing Fligh Simulator and the associated ESP:
Microsoft ESP Showcases the Future of Immersive Simulation Experiences [Microsoft press release, Dec 2, 2008]
Government, industry and academic professionals attending Interservice/Industry Training, Simulation and Education Conference (I/ITSEC) 2008 get an early look at future capabilities and new visual simulation solutions built on Microsoft ESP.
ORLANDO, Fla. — Dec. 2, 2008 — Microsoft Corp. today unveiled for the first time new capabilities of the next version of the Microsoft ESP visual simulation software development platform at I/ITSEC 2008. Show attendees can preview new ground-vehicle operations capabilities and multi-channel display support that will be available in ESP version 2.0. For a firsthand experience of the current version of Microsoft ESP, a range of innovative simulation solutions designed to help government and military organizations improve operational functionality, enhance mission-critical skills and mitigate risks will be displayed.
Since the debut of Microsoft ESP earlier this year, significant progress has been made working with partners and the academic research community to bring the power of immersive simulation to the desktops of defense and civilian agencies for mission rehearsal, interactive training and decision support. Growing interest in Microsoft ESP can be attributed to the cost advantages and productivity gains realized from creating mission-critical visual simulation solutions on a common software development platform that supports Windows-based commercial off-the-shelf (COTS) hardware and software.
“Government and military organizations are looking to augment traditional readiness programs with affordable, powerful and portable simulation solutions,” said David Boker, senior director of business development for ACES Studio at Microsoft. “Microsoft ESP transforms how people learn and organizations plan and prepare by enabling partners to rapidly add scenarios, change out variables and integrate different technologies into their synthetic environments.”
In the next version of Microsoft ESP new capability for ground-vehicle operations will extend the immersive experiences of mission rehearsal and skills training from warfighters in the air to warfighters on the ground. Support for multi-channel displays will expand the view from a single-cockpit screen view to a full panoramic visual environment, making simulations built on Microsoft ESP suited for first-responder training, ground transportation training, route familiarization, mission rehearsal, and rescue and recovery operations. Working closely with partners to define and prioritize feature sets, Microsoft will be disclosing additional capabilities over the course of the software development cycle of ESP version 2.0.
Microsoft ESP makes it easy and cost-effective for government, industry and academic professionals to apply immersive games technologies to learning opportunities, workforce readiness, decision-making and operational excellence. Solutions built with Microsoft ESP’s simulation engine, tools, application programming interface (API) and synthetic world content can be used over and over again to create custom high-fidelity, dynamic, immersive experiences. Partners using ESP can augment existing capabilities, build and deploy new solutions, and integrate them with existing simulations.
“The combination of Northrop Grumman’s mission-critical experience with Microsoft ESP’s innovation is enabling the next generation of simulation solutions to be the most advanced ever seen for planning, rehearsing, training and debriefing military missions,” said Barry Rhine, sector vice president and general manager of the Command and Control Systems Division of Northrop Grumman Mission Systems. “New simulation solutions that are emerging allow for better execution, which in turn helps create a more effective military and increases warfighter safety.”
Microsoft ESP simulation solutions at I/ITSEC 2008 include the following:
The Northrop Grumman simulator demonstrating virtual landing of an F-18 Hornet on the CVN-21 “carrier of the future” incorporating Microsoft ESP, Virtual Earth and Microsoft Surface with Northrop Grumman’s Command and Control Mission Rehearsal (C2MR)
A Mine Resistant Ambush Protected (MRAP) vehicle simulator showcasing Microsoft ESP version 2.0’s forthcoming ground-vehicle operations capability
A helicopter flight simulator revealing Microsoft ESP’s version 2.0 multi-channel display capabilities across three large screens
The F-16 cockpit trainer from Flight-Dynamix demonstrating the integration of Microsoft ESP version 1.0 into an existing custom hardware simulation solution
A demonstration produced by the School of Engineering Sciences at the University of Southampton, United Kingdom, made using Microsoft ESP and Windows HPC Server 2008, showing a helicopter landing on a moving ship. A white paper, “Real-Time Computational Fluid Dynamics for Flight Simulation,” describing the process used by the scientists has been published by the I/ITSEC conference.
“It is important to be able to apply a variety of techniques in order to accurately solve challenging problems such as a helicopter interacting with a ship air wake,” said Dr. Kenji Takeda, senior lecturer in the School of Engineering Sciences at the University of Southampton. “Improvements in price/performance of technologies such as Microsoft ESP and Windows HPC Server 2008 are helping to make such breakthroughs possible.”
In response to partner requests, the Microsoft ESP group has enhanced marketing efforts on a number of fronts, including the January 2009 availability of a single-client license at $899 (U.S.) and a single software development kit (SDK) at $99 (U.S.); the announcement of a worldwide Microsoft ESP Partner Program to provide increased technical and marketing opportunities; and an ESP Developer Center on the Microsoft Developer Network (MSDN) now available athttp://msdn.com/ESP.
I/ITSEC show attendees can experience Microsoft ESP by visiting Booth 3718.
More information about Microsoft ESP is available at http://www.microsoft.com/esp. Developers can access specific information from the Microsoft ESP Developer Center Web page athttp://msdn.com/ESP.
Update: Microsoft Reportedly Shuts Down Vancouver-Based Studio [UPDATE: Projects Cancelled]
… Microsoft has informed Kotaku that they have not shut down the studio but it has ended development on flight simulator Microsoft Flight and Project Columbia, a Kinect interactive TV project designed for children.
Although Microsoft would not comment on how many people were laid off, they say Microsoft Game Studios in Vancouver has “more projects and development in the pipeline.”
Here’s their official statement:
Microsoft Studios is always evaluating its portfolio of products to determine what is best for gamers, families and the company, and this decision was the result of the natural ebb and flow of our portfolio management. Many factors were considered in the difficult decision to stop development on “Microsoft Flight” and “Project Columbia,” but we feel it will help us better align with our long-term goals and development plans. For “Microsoft Flight,” we will continue to support the community that has embraced the title and the game will still be available to download for free at http://www.microsoft.com/games/flight/.
A tipster contacted Kotaku to share the news, which was reported by a Facebook page dedicated to innovation in Vancouver and confirmed by several former Microsoft Game Studios Vancouver employees on Twitter. According to the folks at Facebook group Can We Do It Here, “the entire studio at Microsoft Games Studios on 840 Cambie has been laid off. 35 people in total.”
Update: SUPPORT REMINDER [FLIGHT NEWS UPDATES, July 27, 2012]
We know there are a number of questions out there in the community about the discontinuation of development for Microsoft Flight. We wanted to make to be sure to clarify a few things. While we will not be continuing active development, we are committed to keeping Flight available for our community to enjoy. All the content you have paid for is still valid, and the content that is available for sale will continue to be available onhttp://www.microsoft.com/games/flight/ If any further information becomes available for us to share, we will do so. If you do have questions about errors you run into or have gameplay questions;
1. First, check out the following support links; your question may be answered in one of them.
2. Ask the Flight community. We monitor community channels and try to respond there when possible. Other users may also be able to answer your question as well.
3. If neither of the above methods helps you find an answer, email us at Tell MS Flight.
Please note: The support alias offers English-language support only, and forMicrosoft Flight only (for assistance with FSX and earlier entries in the Flight Simulator franchise, please visit http://support.microsoft.com).
WE HOPE YOU ENJOY MICROSOFT FLIGHT! [news update on Microsoft Flight site, Feb 28, 2012]
We’re proud to open the hangar doors and present the future of flying on your PC. Whether you’re a complete newcomer to aviation or an experienced PC pilot, we believe you’ll enjoy flying with us.
The release of Flight represents the culmination of three years of hard work and experimentation as we worked to reimagine the 30-year-old Flight Simulator franchise, push forward the evolution of the PC flying experience, and bring the thrill and wonder of flight to whole new audiences.
There’s a lot to do in Flight’s version of Hawaii, from basic flight instruction to hunts for hidden Aerocaches, from experimenting with different aircraft to showing off your skills in aerobatics challenges, from ferrying passengers and cargo around the islands to advancing your career as a pilot. We hope you’ll have fun exploring the environment we’ve built.
We’ve only scratched the surface of how we can deliver on our vision. There are a lot of opportunities on the horizon to continue to evolve the experience, and the team is already hard at work designing ways to fulfill the promise those opportunities represent. We’re excited about continuing to provide new and interesting ways to fly.
The future is bright. We hope you’ll enjoy what we’ve made so far and can’t wait to show you what we’re working on next.
See you in the sky!
Joshua Howard
Executive Producer, Microsoft Flight
Microsoft Flight Release Trailer [MSFlightOfficial YouTube channel copy of the Microsoft Flight Announce Trailer of March 5, 2012, Feb 26, 2012]
ICON A5 to Be Feature Aircraft in Microsoft Flight [ICON Aircraft press release, Jan 4, 2012]
ICON Aircraft announces a new collaboration with Microsoft. Microsoft has chosen the ICON A5 amphibious Light Sport Aircraft to be the featured aircraft in the upcoming launch of the Microsoft Flight PC game. The starter pack will be available to download for free this spring. It features the A5 as the default aircraft and includes the Big Island of Hawaii.
“ICON and Microsoft Flight share the common goal of making the fun of flying accessible to everyone who has ever dreamed about it. ICON does this by fusing world-class product design with the very best engineering, and Microsoft does it by combining the excitement of a great gaming experience with the authenticity of a top-notch flight simulator,” said ICON Aircraft CEO and founder Kirk Hawkins. “We’re excited to have such a central role in Microsoft’s highly anticipated launch of Flight.”
Developed by Microsoft Studios, Microsoft Flight emphasizes the thrill and wonder of aviation and requires no past experience or special hardware, making it accessible for beginners. At the same time, realistic flight physics, weather patterns, cockpits, and graphics ensure that Microsoft Flight will also challenge experienced PC pilots.
“‘Microsoft is excited to work with ICON to provide the opportunity to experience the revolutionary ICON A5 before it’s available anywhere else,” said Joshua Howard, executive producer of Microsoft Flight. “The excitement that the A5 is generating in the aviation community makes the A5 the perfect aircraft to bring the joy of aviation to the masses via Microsoft Flight.”
Microsoft Flight will be available to play at the Consumer Electronics Show, which starts on January 10. The game is available through closed beta at:
https://connect.microsoft.com/site1134/InvitationUse.aspx?ProgramID=6087&InvitationID=FLY-BRQXBXTB.ABOUT ICON AIRCRAFT:
ICON Aircraft is a consumer sport plane manufacturer founded in response to the new sport flying category created by the Federal Aviation Administration (FAA) in 2004. ICON’s first plane is the A5, an amphibious sport aircraft that fuses outstanding aeronautical engineering with world-class product design. It has won some of the world’s most prestigious design awards and has inspired a global following. The company has received more than 600 order deposits and is scheduled to start production of the A5 at the end of 2012. ICON Aircraft’s facilities are in Southern California, a hotbed for automotive design and aerospace engineering.
Microsoft Flight Behind the Scenes [MSFlightOfficial YouTube channel copy of the Microsoft Making Of Microsoft Flight video of Feb 9, 2012, Feb 4, 2012]
INTERVIEW WITH JOSHUA HOWARD [news update on Microsoft Flight site, March 2, 2012]
…
What about Flight and the team interested or excited you?
I was initially skeptical about joining this team, having never been a flight simulator fan. But when the team said, “No, no, no: This is about taking the magic of flight and trying to deliver it to a whole new group of people,” that got me excited. I’m here because we have this amazing experience – what it is to fly – that we can use software to deliver, and I’m an old-school believer in using software to empower people and bring them experiences they could never have elsewhere. I’d spent most of my career building fun for humans — that is, games for people who wouldn’t normally call themselves gamers — and the idea of bringing the magic of flight to millions and millions of more people than ever before was very exciting. …What was it like joining a team that includes people who have been making airplanes for Microsoft for decades?
The subject matter expertise in this team is just astounding. Many of the people on theMicrosoft Flight team have a similar back story – they have had two parts of their lives: their professional lives which have been about software, and their hobby which has been all things aviation. At some point they had the chance to turn their hobby into their day job. This means that for this team, this product is much more than a job. ……
The team has been really quiet about what they’ve been doing during the development process. Why the low profile?
We set out to do something that’s never been done before. That’s hard.
We had to wander around a bit, to experiment. And any time you’re experimenting, you’re going to have some false starts, you’re going to have to back up a bit and try a new path. You can’t tell everybody, “We’re just days away, trust me,” because you’re going to wander until the moment that you realize you’re there, and you don’t really know how long it’s going to take. That moment you know you are there is defined by building an experience that captures the vision the team had. And it took us a while to do that.…
FSX vs. MS Flight – The comparison [HD] [TakeoffWithUs YouTube channel, March 14, 2012]
…
- FSX was designed as a simulator, MS Flight is and always will be an arcade game..with payware planes/scenery/textures FSX becomes more realistic. but if you want a true flightsim turn over to X-Plane10. X-Plane is even being used in real-life simulators around the world. FS9/10 is not MSFlight will never and i repeat NEVER!!! be a simulator….. case closed!!spookyrambo 1 week ago
- yes you are right!!TakeoffWithUs in reply to spookyrambo (Show the comment) 1 week ago
Notes:
– The flight simulator X-Plane is from a small software company called Laminar Research and has been evolved since 1993, released first fo Macintosh. Their other popular program is a virtual reality combat simulator Giant Fighting Robots (for iPhone/iPod Touch/iPad, Plam Pre and Android) which “grew out of Laminar’s experience in creating the mobile versions of the X-Plane simulator, but is itself not related to flight simulation at all (though the physics are pretty realistic!)”. There is also X-Planner, “a tool for keeping real-world pilots safe by allowing them to easily perform pre-flight preparations and planning”, as well Jet Skier and Running with the Bulls.
– X-Plane 10 – Flight Simulator Trailer 2012 [oprealgamingOfficial YouTube channel, Jan 17, 2012]
– Microsoft Flight vs. MSFX vs. X-Plane 10 Comparison Video: Microsoft Flight till [0:50] – FSX till [1:47] – X-Plane 10 after that
– X-Plane 10 : State of the Union [Xplane10’s Blog, March 6, 2012]
– Interview Ben Supnik, Graphics Developer X-Plane 10 [Aerosoft Sim News, March 21, 2012]
– Good Questions [Ben Supnik, March 14, 2012]: “… The conference was attended by a number of MSFS third party developers, a few X-Plane third party developers, as well as Austin, myself, and Aerosoft management. So the audience was mostly technical people (developers) and mostly MSFS, not X-Plane developers. The sessions covered two basic areas: Boot-camp … New features … For me, the most useful aspect of the sessions was the interactive aspect. … The experience also has changed my view on the scenery tools. … For the upcoming US developer’s conference (in Columbia in April) the sign-ups so far look like a more mixed group, with some very experienced X-Plane people and some totally new developers coming over from the MSFS world. …”
– BTS: Interview with Austin Meyer at Aerosoft Dev meeting (1/2) [mcphatstudios YouTube channel, Mar 18, 2012]
BTS: Interview with Austin Meyer at Aerosoft Dev meeting (2/2) [mcphatstudios on Mar 31, 2012]
XP Reviews : Don’t mention the war! [flightime56 on Xplane 10’s [User] Blog, March 26, 2012]
1. There is a war going on, a subtle war but a fight to death one at that, and it is who can win the “Lost Generation” of Ex-MSFS Simmers
Now most MSFS Simmers would say “we don’t care, we like what we have anyway and don’t need you”, but the it is not their hearts that is the aim of all this but their wallets.
And this whole saga is twisting and turning like a cornered snake in the fact that what was written in stone only months ago could now be “well we will even now chip a little off the block here and here”.
Flight said, and still do “we do our own thing here now and don’t need the large universe of MSFS developers to develop for Flight”, Fine in that and that is loud and clear, “Steve Balimar Ballmer has no doubt screamed (and sweated) at the flight development team “Why are we giving all the profits away to them!”
Problem is Mr Balimar Ballmer is that “Them” built MSFS into the huge product machine it is today.
2. The MSFS developers where were initially attracted to Prepar3d as it was the perfect fit as Lockheed’s product can be easily adjusted for MSFS aircraft and scenery, the only person looking in another area was Mathijs Kok of Aerosoft, he still has a foot in the door with Prepar3d but also looked at the up-coming X-Plane10 product from Laminar Research and bravely decided to support it. It was first and foremost a business decision, but a big call to change to a completely different platform – and since then he has supported the simulator 100%.
The issue with Prepar3d was its entrance cost, At nearly $500 compared to X-Plane’s Eur69.95 so when Flight declared that it was not going to move on the developer issue then other developers including the MSFS bright star PMDG also decided to develop X-Plane products.
3. This is of course all mostly early in the year old news, but then Aerosoft ran the now called “Mallorca Conference” in which the MSFS developers got together with Laminar to see the future of the X-Plane10 product and have a say on what they thought of X-Plane and what they liked and what they didn’t.
I noted that the conference was probably the most important in Laminar Research’s career, the results were however even more astounding than you could have ever imagined.
The reason was that Laminar went to Spain to was do one thing and came back and did another. It went to sell X-Plane10 to the MSFS community. It came back home with a list of “yes we are interested but if you want us then we will need this or this”.
More astounding is that Laminar said “okay we will see what we can do”, and then the list slowly filtered out.
4. We knew that the crucial items that was the priority was to get the plausible scenery “city elements” out into the simulator and that was known before Mallorca, the interesting part wasthat the MSFS developers wanted better tools to accelerate the process of add-on elements and to help in the quicker creation of custom scenery – including airports and their infrastructure.
This really would not be a surprise as Laminar need as much product out there as soon as possible to make the simulator a viable product and for the MSFS developers to start the business of making money out of the platform.
5. In this area you have to understand that X-Plane is not like other simulators, the fundamental underlying structure is not like anything else, not MSFS or Flight or even a “shoot them up” game – and it is this feature that gives X-Plane a bigger advantage over any other simulator. If you look carefully a the Flight-MSFX_XP comparison video it will show you how different X-Plane10 really is from the others.
On both the MSFS products they both clearly show the photographic base with buildings on top view, fine higher up but with squashed cars and everything else from any other angle. Flight is the worst at this level and MSFS is still very good with buildings and with trees well situated.
X-Plane looks and feels very different, but it does look 3d and very animated, those empty green spaces are just waiting to be filled in and at this point it only has the small selection of default buildings to fill out the view.
However take the add-on MSFS scenery and the huge range of coming default scenery and you will have something bordering on the spectacular. That is X-Plane10′s promise and depth and to a developer that green real estate it is worth money.
6. The other items that trickled out of Mallorca all point towards the same direction and issues. 64bit was a surprise and that came out from nowhere, X-Plane devotees expected that one coming in a few years time, now it is suddenly coming in a beta form in only a few months (or even weeks).
The other item now coming is seasonal textures, only as an add-on and only in a local environment right now and not as a Global Default, don’t ask when but it is a big job to convert all those tiles, but regional seasons will be possible soon – That was another item that was constantly put on the Laminar “We will get around to that” list.
Texture size limit bumped up to 4096 x 4096 max as well to help the boat along, so with all this suddenly dropping into your lap – then as a scenery designer he must be wondering now what simulator he is really working on.
Overall Laminar Research are wanting to get the ball rolling as quickly as possible and were probably more surprised than us by what was presented to them at Mallorca.
7. Then another bombshell….
“Prepar3D for professional use is now offered at $199.00, for students with hands-on educational experiences at $49.95″…
Feeling the heat – Of course, only a few months ago the official word was “No, as Prepar3D is for professional use, we have no reasons to go into a consumer market” was Lockheed’s mantra…well take two.
The next date to put in the event calender is for the Orbx major announcement for April, no doubt it will want to put forward Prepar3D as THE platform of choice….that heat must have been getting very hot.
So if you were an MSFS developer then what would you do now, drop tools and just go back to the MSFS community and carry on the as in the past in the better FSX/Prepar3D platform and note that X-Plane is too hard to re-engineer – that would clearly make the most sense.
But would it?
Remember money is business, and to make money you have to sell product, lots of it.
If you go back to Prepar3D then all the product you have is already sold and so you just move it from one folder through a Prepar3D installer to the next…no money in that….Aircraft too.
$199.00 is still a very high price to pay for a hobby, If you’re a student then it is bargain – so how many 50 -60 year old’s will now go back to school!
8. No doubt the area X-Plane can-not compete on one level and that is cities, the default scenery is fine but the cities are simply non-existent, fly to London and it is not there, New York…nothing, Sydney is a joke really.
And this is the current achilles-heel for the platformbecause simply there has been no past professional add-on support to create the scenery system, but that does not mean that developers should not discount X-Plane and why they won’t.
Money and features – The big carrot is that the new underlying OSM world gives developers a smorgisboard of ideas to create great product and animated product. If they use the OSM network to their benefit then X-Plane10 cities will be a work of art – the other benefit is HDR.
HDR is a feature that is yet really stillborn but holds the greatest promise for X-Plane10, It hasn’t had much refining yet (If any at all) and it is still very frame rate hungry, but when it works it is gobsmackingly beautiful in its execution, any scenery created correctly in HDR will be overwhelmingly good.
All this scenery with HDR/OSM 3d cities will suddenly leave any other simulator in the dust for quality, it won’t happen overnight but it will come quicker that you realise.
Aircraft…and non yet there either, because most new aircraft have to be created or converted for X-Plane10′s use and that takes time -and so we are all sitting in that strange twilight zone of nothing at the moment.
but once they do start flowing it will be a trickle turning into a full flow of products, same with airports as all are being created but still not on your desktop yet.
9. Another carrot is you, the X-Plane user – as most MSFS product is already sold and you are a market waiting to be developed and if you get it right then you can not have just only the MSFS market but you can add the X-Plane users to your customer base as well, in fact you are worth far more than the MSFS market as you are ripe for the plucking for products that can be repackaged and resold.
We see ourselves as a minority group but there is over 140.000 users in X-Plane with a core of 25.000 and that is growing by 20% every year, in anyone’s guess that is a lot of money to be made.
The odd thing is that it is very hard to estimate the total users of MSFS as they are not as centralized as X-Plane users are, you usually find there is 20,000 here but it is mostly 4,000 there.
10. Other overall issues are that X-Plane is also multi-platform, 10 years ago the Windows box ruled every domain, but today Apple are selling to the converted, they will never out-sell a windows computer but the numbers still add up and PrePar3D is Windows only.
Another plus for developers is Laminar Research itself. If you want a feature then it will be pushed through in an update, Laminar for the first time is hungry and wanting to please the developers as it knows its future depends on their involvement – If the two can work together then X-Plane10′s future will be assured and the developments and products will create a simulated world like no other, the promise is there and the money is too, but right now it really could go either way.
11. If you were a developer with a business to run what would you do?
The biggest reason is that “Yes it is difficult to convert to X-Plane”, but it has the most new features (and exciting current ones) for a long term business model and is constantly innovative with new ideas.
X-Plane isn’t going to go and do a “Flight”, and Lockheed could turnoff the tap in a few years if the low income business model isn’t living up to corporate costs.
You can work more closely with Laminar to build X-Plane into a genuinely large platform and the underlying flight model is certainly more realistic.
If the platform grows and performs there will be more money to be made out of X-Plane by creating a larger merged community.
X-Plane’s current situation is that the developers created (mostly scenery) product for MSFS and not for X-Plane, in every other area X-Plane is as good or even better than most simulators, it is just missing that vital component.
X-Plane10 was created to fix most of the scenery issues and will mostly succeed, but it still can’t beat the shear numbers of people creating products and add-ons for a platform….so to winning the developers hearts is the key to future success for Laminar Research and Mallorca was ground zero for that, win them and you win, win.
In the end we will all settle down in our own little simulated worlds just like it was a few years ago after all this swapping around of chairs for chairs, If anything X-Plane10 was certainly timely in its release…and maybe Austin will have the last laugh after all.
A Whole New World for Technology in Education [Lockheed Martin feature article, March 26, 2012]
Lockheed Martin launches Prepar3D® simulation software as an immersive educational tool for students at the undergraduate level and below.
Offering a virtual world simulation that spans from deep underwater all the way to suborbital space, Lockheed Martin Prepar3D® software is now available as a hands-on learning tool for students. The software harnesses the power of gaming technology for an educational purpose.
“Our Prepar3D software presents a virtual world for experiential learning, transporting students to realistic settings where they can see the effects of their decisions,” says Martile Allen, Lockheed Martin Prepar3D program manager.
“Imagine students applying geometry to figure out the shortest flight plans, or learning about marine life at the Great Barrier Reef. These types of lessons can come to life through virtual worlds,” adds Allen.
In addition to offering a platform to teach science, technology, engineering and math, Prepar3D allows students to work together to solve challenges and build their communication and teamwork skills.
Currently, the National Flight Academy uses Prepar3D as part of its hands-on programs to link learning standards and aviation games in the classroom, at community venues and in an in-residence program aboard the NFA Ambition, a new land-based simulated training aircraft carrier.
“Our nation is facing a shortage of skilled STEM professionals,” says David Shikada, the National Flight Academy’s chief marketing officer. “Consider that the U.S. is ranked 35th in math education and 29th in science education worldwide. Stats also show that the U.S. has made no significant performance gains in the last four years in science.”
“To reinvigorate the American spirit of innovation and build a better future for next generations, we must inspire young people to choose STEM disciplines so we can build a workforce that can bring new ideas and new products to the global marketplace,” Shikada says.
Since 2009, the National Flight Academy has brought Aviation Classroom Experience (ACE) labs to five schools in Florida. The program uses virtual game play and simulation to teach students aerodynamics, propulsion, navigation, communications, flight physiology and meteorology.
A typical ACE installation consists of a series of individual computer workstations, three Prepar3D flight simulators and an air traffic control station.
“It’s amazing seeing these kids’ faces light up when they work with their peers on a challenge. What’s even better is seeing the light bulbs go on when they understand a math or science topic that they were having difficulty mastering,” says Shikada.
Lockheed Martin Prepar3D can be used for educational curricula, after school programs, summer camps and at home. The software will be showcased during the USA Science & Engineering Festival in Washington, D.C., April 28 and 29.
In 2010, Lockheed Martin launched Prepar3D for immersive mission rehearsal and procedures training by professionals and military personnel. The new academic version is now available at www.prepar3d.com for student instruction at and below the undergraduate level.
Lockheed Martin Experience [Lockheed Martin feature article, March 23, 2012]
Lockheed Martin is returning to the 2012 USA Science & Engineering Festival as the presenting host and a major exhibitor. The timing is auspicious as we celebrate our 100th anniversary this year, marking a century since our pioneering founders – Glenn L. Martin and Malcolm and Allan Loughead – first incorporated their aircraft companies. Lockheed Martin’s exhibits will explore the corporation’s legacy of innovation, collaboration, and the evolution of advanced technology and exploration through interactive and hands-on experiences. Examples of the interactive presentations from Lockheed Martin that will be at the 2012 Festival include the Orion Crew Exploration Vehicle, Flight Simulators, and the Robot Raceway. These, and others which will be on display at the Festival, are designed to inspire the future engineers and technologists who may someday develop solutions that make a profound difference in our world.
[Note that the simulators are in the normal font sizes within the list given below !]
Science Festival Demostration
Exhibit Description
F-22 Cockpit The F-22 Cockpit Demonstrator is an immersive fighter jet simulator. Attendees can fly the airplane and land safely at an airport to experience the feeling of being a fighter jet pilot inside a full-working cockpit. Engineers will discuss the opportunities for future pilots, as well as the engineering aspects behing the simulation.
HIL
This exhibit will fully immerse visitors with the F-35 fighter jet in a virtual environment. The participants will wear a head-mounted display and will interact as virtual maintainer inside the F-35 weapon bay.
T-50 Trainer The T-50 Cockpit Demonstrator is an immersive fighter jet simulator. It contains a full-working cockpit for each individual to experience the feeling of training like a fighter jet pilot. The simulation allows the individual to perform an afterburner take-off, fly the airplane, and land safely at an airport. Engineers will discuss the opportunities for future pilots, as well as the engineering aspects behing the simulation.
Environmental Booth
This exhibit will highlight several different models, displays, and Lockheed Martin technologies related to monitoring and understanding the environment, particularly as they relate to energy efforts. Highlights include:
· The WindTracer model from Lockheed Martin’s Energy Solutions Center, along with simple wind turbine models.
· The Multitouch Executive Dashboard – Energy (MED-E), which can visualize many different types of grid data — from power transmission lines to generation sources and the natural gas infrastructure of the US and European Union. It will be used as a centerpiece to discuss how real-time monitoring is important to alternative energy technologies.
· A tornado display model built by a Lockheed Martin engineer, and a display which details how tornados work.
Mondo Spider vs. Titanoboa
From the same team that brought us the Mondo Spider at the Festival in 2010, Titanoboa is a 50 ft mechanical snake powered by solar panels. Look for these two exhibits outside the convention center.
Antarctica 2041 – Renewable Energy in Extreme Environments
An exhibition of renewable energy equipment that was tested in Antarctica, as well as video footage from the icy frontier.
Solar Decathlon
Hampton University will display its efforts to produce a sustainable living and universal design house for the 2013 Solar Decathlon.
OmniGlobe
The OmniGlobe is an eye-catching and enlightening display that projects a wide range of geographic imagery, from flood zones and oceanic currents to CO2 levels.
Nanotechnology Exhibit
The Nanotechnology Tube (nanotube) canopy will allow Festival-goers to explore a range of applications for nanotechnology.
BioBus
The BioBus pulls in electricity from the solar panels on the roof and the wind turbine mounted on the bumper, runs its engine on waste veggie oil collected from restaurant fryer grease, and provides heat with pellets made from compressed sawdust. It powers a mobile microscope research lab where more than 10,000 students every year explore bugs, bark, cells, particles, and more at up to 30,000 X magnification.
Electromagnetic Devices
Three radioactive and magnetic devices will be on display: an electrophorus, an electroscope, and a kelvin generator. The devices provide a clear way to communicate the fundamentals of physics.
Fun Exhibits LLC
This interactive public artwork exhibit requires people to work together through shared-control interfaces. This fosters a sense of community as strangers engage each other in cooperative play. These exhibits stimulate enthusiasm for science by activating the most powerful motivator for learning: natural human curiosity. This booth includes: a ferrofluid magnetoscope, an exhibition on interactive electrolysis and the hydrogen economy, and a pedal-powered bubble dance party.
Museum of Interesting Things
The Museum of Interesting Things is a traveling interactive demonstration/exhibition of antiques and inventions inspiring innovation and creativity – learning from the past to create an inventive future. They will bring the following exhibitions…
· Eureka! The Invention Show: Explores the industrial revolution and mechanical era as it relates to green energy and alternative power, with interactive demonstrations of such items as the steam engine, Thomas Edison cylinder phonograph, windup toys and mechanical inventions.
· Can you hear me now? The Communications Show: Traces the evolution of inventions involving communication, including telegraphs, box wooden telephones, teletypes, wire recorders, crystal radios, pigeon post, cell phones and computers.
FIRST Robotics
FIRST Robotics Competition robots will take to the court, free throwing basketballs in a scaled-down Rebound Rumble challenge while FIRST Lego® League teams will compete in the Food Factor Challenge. Interact with the Lockheed Martin sponsored teams that engineered the robots and find out what it takes to build a functioning robot from scratch, and check out the simulcast of the FIRST Championships live from St. Louis.
Spirit of Innovation Award Winners: Electric Very Light Car team from West Philadelphia High School
The West Philly EVX Team from West Philadelphia High School Auto Academy, West Philadelphia, Penn., will display its Electric Very Light Car (EVLC). The EVLC is being prepared for commercial market and will set the standard for efficiency with electric vehicles.
Spirit of Innovation Award Winners: UTRApod team from Thomas Jefferson High School, Alexandria, Va.
This student team from Alexandria, Va., will demonstrate its ULTRApod, an underwater unit that uses turbines to harness hydrokinetic energy from a flowing river. Electricity generated by the turbines is then used to power an ultraviolet chamber that disinfects and purifies dirty river water.
NCIS:LA
Lockheed Martin brings engineering and Hollywood together in DC! Come and meet actors from the hit TV show NCIS as they pose for photos, sign autographs, and describe how the show incorporates real Lockheed Martin technologies.
Future Cities
The Future City Competition is a national, project-based learning experience where students in 6th, 7th, and 8th grades imagine, design, and build cities of the future. Two student teams will present their projects in the Lockheed Martin exhibit space.
Science Olympiad
Science Olympiad student teams from the DC Metro area will demonstrate a variety of devices built for the Science Olympiad competition, including structures, vehicles, musical instruments and catapults. Science Olympiad team coaches will be on hand to share information with teachers and students.
MBSD
You’ve read about futuristic printing technologies. This booth will include an iPad game that allows students to construct 3D models of LM products and print them out to a 2Dprinter. The booth will include a 3D printer with continuous output to show how engineers can use them to rapidly prototype 3D electronic models.
Becoming Sustainable by Design
The mobile and interactive In the Zone display conveys how Lockheed Martin employees are committed to sustaining people, places and products to ensure the long-term viability of the Corporation. The four different zones, which include Sustainability, Environmental Remediation, Energy & Environment and Safety & Health (EESH), demonstrate how EESH considerations can be applied to everyday actions and business practices.
The display consists of a pop-up wall and four kiosks, which run interactive presentations and games. The F-35 Carbon Check Demo challenges participants to get the lowest carbon emissions when ordering parts for an F-35. At the conclusion of the game, Festival-goers can ask about how to make more sustainable decisions to reduce carbon emissions as well as costs.
Robot Raceway
Grab hold of your creative and competitive instincts as you design and program your own robotic race car and compete against your fellow students to see who can race past the finish line and capture the checkered flag first.
Mission Capabilities Powered by Cloud Computing
This demonstration features multiple critical missions that are powered by cloud computing, such as biometric-enabled identity management and emergency response and incident reporting. The identity management demonstration shows how Lockheed Martin can use biometrics to identify and authenticate people to special events, air ports, secure facilities and financial services, securely without compromising user privacy.
The emergency response and incident reporting demonstration shows how Lockheed Martin uses geospatial data to support crises management and humanitarian incidents. Festival-goers can see firsthand how cloud computing can reduce time to respond to crises on a global basis and provide real time situational awareness to first responders. Both demonstrations are engaging for a wide age range.
Cyber Security Exhibit: Cyber Security & You!
Festival-goers can participate in interactive sessions such as Email Flag Identification, Cyber Jeopardy, and other hands-on age appropriate activities.
Additionally, students will learn how Lockheed Martin delivers technology to customers while also learning about potential career paths in science, technology, engineering and mathematics (STEM).
Helicopter Simulator Soar through the skies of Washington, DC. This Lockheed Martin demonstration puts you at the hands of a helicopter. Pilot your way up, down, left, right, and spin your way through an aerial tour of our nation’s capital.
Meet the Astronauts
Do you dream about becoming an astronaut? Come and meet our astronauts. Hear stories that will help you turn your dreams into reality. This special appearance will include: a speaker Q&A panel and an autograph signing.
Orion Capsule
Come and see the next generation of space transportation, the Orion Multi-Purpose Crew Vehicle. See the full size test capsule and how it was flown to test the emergency escape system that will ensure the safety of future astronauts.
Orion service module model and associated materials Alongside the capsule you will see a scale model of the Orion and service module like it will appear in space and see the progress Lockheed Martin is making toward Orion’s first flight. You might even get a chance to fly the Orion Simulator and dock with the International Space Station. Hubble Telescope Model
Have you seen those incredible images from space, taken by the amazing Hubble Space Telescope? Now is your chance to see a scale model of the Hubble and learn how it works.
Solar Display
Lockheed Martin-built spacecraft and instruments are giving scientists new insights into how the sun, the center of our solar system, works. See these exciting images and learn a little more about Earth’s brightest neighbor.
Microsoft on five key technology areas and Windows 8 –UPDATED [Dec 15, 2012] with full content up to delivery and change of command
After this update there are three detailed sections in the post:
- Julie Larson-Green’s and her team journey to build the new Windows 8 and Windows Live experience and getting to the top of the whole product group
- The follow-up posts to the original May 2011 one
- The original May 2011 post, which described the five key technology areas for the Windows 8 journey which Microsoft earlier (in H2 CY2009]
– identified to transform the industry over the next few years, and
– was committed to investing and innovating and leadingThese were:
- Natural user interface
- Natural language
- HTML and JavaScript
- Chip and form factors
- The cloud
As the end-result of that effort we had delivery shown in Microsoft Windows 8 – Launch Event Keynote Highlights [HD] [BuildingWindows YouTube channel, Oct 28, 2012]
Then came:
Steven Sinofsky, ex Microsoft: The victim of an extremely complex web of the “western world” high-tech interests [this same ‘Experiencing the Cloud’ blog, Nov 13-20, 2012]
resulting also in Julie Larson Green’s promotion to the top job of leading all Windows software and hardware engineering, and in her membership in the Senior Leadership Team of Microsoft.
All this during quite a turbulent year at Microsoft, with quite a lot at stake, as shown in:
2012: A Year of Microsoft Milestones [Microsoft YouTube channel, Dec 12, 2012]
Going into the detailed sections below (including the linked posts in the second section) you will be able to judge for yourself how much Microsoft would be able to transform the ICT industry over the next few years. All this is, certainly, in addition to your own experience with Windows 8 on a proper touch device. Your own experience should also last as long as from two days to two weeks depending on how deep you are involved in the old way of doing things with mouse and keyboard, as well your degree of resistance to change.
1. Julie Larson-Green’s and her team journey
to build the new Windows 8 and Windows Live experience
and getting to the top of the whole product group
Update: When she started the journey:
Interview with Julie Larson-Green about Office 2007 and Windows 7 [BryZad YouTube channel, Nov 21, 2009]
Her Microsoft Office achievement is well described in the description of her 2008 Outstanding Technical Leadership award:
In revamping the interface of Microsoft Office 2007, Larson-Green effected a paradigm shift in one of the company’s most successful products.
“At first, no one wanted to change Office dramatically,” says Julie Larson-Green, who was tasked with overseeing a reimagining of the product’s end-user interaction and overall experience in the fall of 2003. Larson-Green’s leadership of Microsoft Office 2007’s redesign, the most radical revamp in the product’s history, required immense courage and conviction, to which this award attests.
A specialist in user-interface design, Larson-Green began working with Office in 1997, when she program-managed FrontPage. She subsequently helmed UI design for Office XP and Office 2003, which had evolved into a large organization of carefully negotiated compromises among the application suite’s various programs. Although Office’s great success was based on customer familiarity, the Customer Experience Improvement Program was indicating that users, while basically happy with the product, were increasingly either unaware of (possibly redundant) functions among Office’s different programs or frustrated by the amount of training necessary to use an astonishingly complex set of commands, dialogs, and interaction modes.
After deciding that Office needed to be made easier to use, Larson-Green’s team arrived at the elegant solution of the browsable Ribbon (or Office Fluent user interface) and its contextual cousins that united the product’s common capabilities and ease of experimentation. “The breakthrough,” Larson-Green says, “arrived with contextualizing the user interface and realizing that all of the product’s features didn’t have to be present all the time.”
SELLING THE REDESIGN
As development of Office 2007 proceeded, Larson-Green was confronted with the equally formidable task of selling the redesign across Office’s various programs. “Our biggest challenge,” she says, “was convincing people that we had an idea that would work.” Heavily invested in the earlier version, the Word, Excel, Outlook, and other organizations were initially reluctant to relegate control to an umbrella design team. Even more significant, Larson-Green had decided not to compromise the integrity of Office 2007 with the safety net of a “classic mode.”
It’s difficult to change the direction of a large organization at the best of times. It’s even more difficult when the goal is still incomplete. Larson-Green’s ability to argue her vision without necessarily being able to address myriad objections in detail is a remarkable trait in a data-driven culture such as Microsoft’s. One by one, however, the suite’s principals bought into the design as it was being tested and fleshed out.
Office 2007 shipped to nearly universal critical acclaim in January 2007, and Larson-Green was promoted to corporate vice president of program management for the Windows Experience. As with Office 2007, she plans to identify and solve customer problems, which will in turn drive a new design and its subsequent engineering. “In the old world,” she notes, “coding would start and design would kind of evolve with the coding.”
COLLABORATIVE EFFORTS
Flattered by her nomination for the Outstanding Technical Leadership Award, Larson-Green admits to shock at winning. “I was very pleased,” she says, “but also kind of embarrassed. I may have been the ringleader, but I couldn’t have done it without a lot of help from a lot of people.” She cites principal Office User Experience Team Program Manager Jensen Harris, Product Design Manager Brad Weed, General Manager Dave Barthol, and Test Manager Sean Adridge as key collaborators.
As for the prize, Larson-Green will treat its dispensation as a family affair. “Unless we all agree on one, we’re going to split the award and each pick a charity,” she says. “My seven-year-old son has already decided he wants to do something with animals. My fifteen-year-old daughter wants to do something with children. And my economist husband is doing all the research on how much money goes to programs versus administration.”
View Larson-Green’s official press profile.
Update: When she delivered:
Windows 8 Launch Live Event Part 1 – 25/10/2012 [LiveSports TechNews YouTube channel, Oct 25, 2012]
Windows 8 Launch Live Event Part 2 – 25/10/2012 [LiveSports TechNews YouTube channel, Oct 25, 2012]
After that an Interview with Microsoft’s Windows Program head, Julie Larson-Green [VentureBeat YouTube channel, Oct 25, 2012]
Update: before the promotion on Nov 12, 2012 to lead all Windows software and hardware engineering, and becoming member of the Senior Leadership Team of Microsoft, her official corporate biography [Microsoft, Oct 25, 2012] was as follows:
As corporate vice president of program management for Windows at Microsoft Corp., Julie Larson-Green oversees the design and delivery of the Windows operating system. Leading a team of technical engineers, her responsibilities include program management, design research and development of all international releases for Windows 8.
Larson-Green joined Microsoft in 1993 and has focused on technical design and development throughout her career. As a program manager in Development Tools and Languages, she was instrumental in several releases of Visual C++ for 32-bit operating systems and led the development of Microsoft’s first customizable integrated development environment for Windows. Moving to the Windows team, she was responsible for the Internet Explorer 3.0 and Internet Explorer 4.0 user experiences, including features related to the Web-integrated Windows desktop.
Continuing her focus on end-user software, Larson-Green joined the Office team in 1997 and led program management for Microsoft SharePoint and Microsoft FrontPage, including the early work in information worker servers. More recently, she has been responsible for leading the user interface design for Microsoft Office XP, Microsoft Office 2003 and the 2007 Microsoft Office system, which was lauded for its innovative reinvention of the user experience for productivity software. Before Windows 8, Larson-Green served as corporate vice president of Windows Experience for Windows 7, charged with leading the design and development of the Windows 7 OS.
Before joining Microsoft, Larson-Green was a senior development engineer at a Seattle-based company that created leading desktop publishing software. She has a master’s degree in software engineering from Seattle University and a bachelor’s degree in business administration from Western Washington University. A native of Washington state, she lives there with her husband, who is a university professor, and her two children.
This time she had her earlier key collaborator, Jensen Harris again to lead the program management of the user experience. Watch Harris’ presentation about The Story of Windows 8 [keynote on the UX Week, Aug 21, 2012, published on vimeo on Oct 25, 2012] as it is extremely important to the whole story:
UX Week 2012 | Jensen Harris | The Story of Windows 8 from Adaptive Path on Vimeo.
… [26:04] David Pierce said [in The Verge that] the Start Screen [of Windows 8] feels like a house made out of the Internet …
The 5 Microsoft (previously Metro) design [style] principles he is talking about
- Do more with less, i.e. “fierce reductionism for every piece of UI”
- Authentically digital, i.e. “skeumorphism … removing decoration, ornamentation in a ‘Bauhaus‘ style … content over chrome … as in the [3d party] my History Digest application … icons reimagined as tiles”
- Pride in craftsmanship, i.e. “caring about every detail … getting details perfect … typographic grid underlying everything on the screen”
- Be fast and fluid, i.e. “… feel broadcast TV quality … as in the [3d party] Cocktail Flow application …”
- Win as one, i.e. “… have a product feel as designed by one person …”
With the goal of having one device for consumption and productivity
“New Microsoft led by principled design” as the result of all that
About
Jensen Harris is Director of Program Management for the Windows User Experience Team.
He has worked at Microsoft since 1998. Prior to his current job, he was the Group Program Manager of the Microsoft Office User Experience Team, where his team redesigned the user interface for Office 2007 and Office 2010, adding the Ribbon, Live Preview, Backstage View, and other innovations.
Jensen attended Yale University and Interlochen Arts Academy, graduating with degrees in music composition.
For completeness some additional information from Jason Harris:
– Windows 8 Consumer Preview: Product Demo [WindowsVideos YouTube channel, Feb 28, 2012]
– Creating the Windows 8 user experience [Building Windows 8, May 19, 2012], highly recommended reading as gives all the background information, from Windows 1 released in 1985 upto Windows 8.
– Windows 8 UI vision mockups from 2010 [a 3d party report from the UX Week video]
– Jensen Harris: Windows 8′s lockscreen photos are design easter eggs [a 3d party report from the UX Week video]
– 8 traits of great Metro style apps [Channel 9 video of Jansen Harris’ Build2011 session, Sept 13, 2011]
– Notes from BUILD – Day 1 – Big Picture Session 1 – Jensen Harris on 8 Traits of Great Metro Style Apps [Oct 6, 2011]
– bldwin – 8 traits of great Metro style apps (notes in German about Jansen Harris’ Build2011 session) [Sept 13, 2011]
– regarding his earlier achievements see The Story of the Ribbon [Jensen Harris: An Office User Interface Blog, March 12, 2008] with video and slides embedded
And Jensen Harris had a team behind him as well. From that team Bonny Lau, Senior Program Manager, Windows User Experience Team had been the most active member. Here she is briefly talking (click to the link which follows) in a concise way about the same subject what Harris was talking about in great detail a year earlier:
8 traits of great Windows Store apps [Channel 9 video, Oct 18, 2012]
The 8 traits she is talking about:
- Microsoft design style
- Be fast and fluid (the Cocktail Fow 3d party app is shown again)
- Snap and scale beautifully
- Use the right contracts
- Invest in a great tile
- Feel connected and alive
- Roam to the cloud
- Embrace Microsoft design style principles
Her related materials:
– Creating Metro style apps that stand out from the crowd [Windows 8 app developer blog, July 12, 2012] using the “Food with friends” application shown for Microsoft design style (in Jason Harris’ UX Week keynote as well to illustrate by him the Do more with less design style principle) as an example for development
– Make great Windows Store apps (Windows) as her contribution to “Getting started” MSDN materials for developers
– Designing UX for apps as contribution from her team to MSDN documentation with everything including samples to learn from
– earlier she was with Microsoft Project 2010 Scheduling Engine Project 2010: Bonny Lau [MSFTProject YouTube channel, Oct 28, 2009]
Finally here is a light talk of Bonny Lau about Windows 8 User Experience [MSUserCommunity YouTube channel, Sept 18, 2012]
Update: The Woman Charged With Making Windows 8 Succeed [MIT Technology Review, Dec 13, 2012]
In a Q&A, Julie Larson-Green explains why Microsoft felt it was necessary to rethink an operating system used by 1.2 billion people.
As the head of Windows product development at Microsoft, Julie Larson-Green is responsible for a piece of software used by some 1.3 billion people worldwide. She’s also the person leading the campaign to introduce as many of those people as possible to Windows 8, the dramatic redesign of the iconic operating system that must succeed if Microsoft is to keep pace with a computing industry now shaped more by phones and tablets than desktop PCs.
Windows 8 throws out design features familiar to Windows users since 1995, swapping in simpler, bolder interfaces designed to be operated using a touch screen. The release of the Surface, a device somewhere between a tablet and laptop, also sees Microsoft break its tradition of leaving the building of hardware to other companies.
Larson-Green took over the role a few weeks ago, after Microsoft veteran Steven Sinofsky left amid rumors of personal disputes with other Microsoft executives. However, Larson-Green has long been a senior figure inside the Windows division and even took the lead on drawing up the first design brief for Windows 8. An expert in technical design, she also led the introduction of the novel, much copied “ribbon” interface for Microsoft Office, widely acknowledged as a major improvement in usability.
Larson-Green met last week with Tom Simonite at Microsoft’s campus in Redmond, Washington.
Why was it necessary to make such broad changes in Windows 8?
When Windows was first created 25 years ago, the assumptions about the world and what computing could do and how people were going to use it were completely different. It was at a desk, with a monitor. Before Windows 8 the goal was to launch into a window, and then you put that window away and you got another one. But with Windows 8, all the different things that you might want to do are there at a glance with the Live Tiles. Instead of having to find many little rocks to look underneath, you see a kind of dashboard of everything that’s going on and everything you care about all at once. It puts you closer to what you’re trying to get done.
Windows 8 is clearly designed with touch in mind, and many new Windows 8 PCs have touch screens. Why is touch so important?
It’s a very natural way to interact. If you get a laptop with a touch screen, your brain clicks in and you just start touching what makes it faster for you. You’ll use the mouse and keyboard, but even on the regular desktop you’ll find yourself reaching up doing the things that are faster than moving the mouse and moving the mouse around. It’s not like using the mouse, which is more like puppeteering than direct manipulation.
In the future, are all PCs going to have touch screens?
For cost considerations there might always be some computers without touch, but I believe that the vast majority will. We’re seeing that the computers with touch are the fastest-selling right now. I can’t imagine a computer without touch anymore. Once you’ve experienced it, it’s really hard to go back.
Did you take that approach in Windows 8 as a response to the popularity of mobile devices running iOS and Android?
We started planning Windows 8 in June of 2009, before we shipped Windows 7, and the iPad was only a rumor at that point.
I only saw the iPad after we had this design ready to go. We were excited. A lot of things they were doing about mobile and touch were similar to what we’d been thinking. We [also] had differences. We wanted not just static icons on the desktop but Live Tiles to be a dashboard for your life; we wanted you to be able to do things in context and share across apps; we believed that multitasking is important and that people can do two things at one time.
Can touch coexist with a keyboard and mouse interface? Some people have said it doesn’t feel right to have both the newer, touch-centric elements and the old-style desktop in Windows 8.
It was a very definite choice to have both environments. A finger’s never going to replace the precision of a mouse. It’s always going to be easier to type on a keyboard than it is on glass. We didn’t want you to have to make a choice. Some people have said that it’s jarring, but over time we don’t hear that. It’s just getting used to something that’s different. Nothing was homogenous to start with, when you were in the browser it looked different than when you were in Excel.
I wonder if you’re experiencing a little déjà vu, after previously leading a radical change to the interface for Office that initially met with complaints.
Yes! A lot of it is familiar. Some people who review it for a shorter period of time may not feel how rich it really is. We’re going for the over time impression rather than the first 20 minutes out of the box. We’ve found that the more invested you were in the old way, the more difficult the transition is, which is unfortunate because we first hear about everything in the tech press. Those are the ones that we knew up front are going to have the most challenge.
How long does it take people to adjust?
Two days to two weeks is what we used to say in Office, and it’s similar in Windows 8. We do a “living with Windows” program where we watched people over a series of months in their household. A lot of people don’t have trouble upfront.
What data do you have on how people buying Windows 8 are reacting?
When you sign into your Windows PC, one of the things you get asked is whether you’ll be part of our customer experience improvement program, and if you will, then you’re sending some data to us. Everyone gets asked that. We get terabytes and terabytes of data every day, and we can’t possibly use it all. So far we’re seeing very encouraging things. Over 90 percent of customers, from our data, use the charms and find the start screen all in the first session. Even if you’re a desktop user, over time there’s a cutover point around six weeks where you start using the new things more than the things you’re familiar with.
Microsoft has chosen to make its own hardware for Windows 8 with the Surface tablets. Why not leave that to the equipment manufacturers, as you’ve done in the past?
It was a way to test our hypothesis of a new way of working. It takes time for individuals to adjust, but it also takes time for the industry to adjust to new things—all the complicated things about the supply chain and issues like what sizes of glass gets cut. Surface is our vision of what a stage for Windows 8 should look like, to help show consumers and the industry our point of view on what near perfect hardware would look like. We believe in Surface as a long-term product, but we know that partners will have other innovations and ideas. One of the things that’s always been nice about Windows is choice—you’re not locked into one size, one shape, one color, one version.
Your predecessor, Steven Sinofsky, was widely credited with driving Microsoft to create Windows 8 through sheer force of will. Is that true?
Steven is an amazing leader and an amazing brain and an amazing person, but one person can’t do everything. It’s really about the team that we created and the culture that we created for innovation.
What changes now that you’re in charge?
Not a whole lot. I’ve worked directly with Steven for seven years but known him for the whole 20 years I’ve been at Microsoft. We think a lot the same about what the role of Windows is in society, what computing looks like, and getting people on board with that point of view.
Now that Windows 8 has been released, what are you and your team doing now?
We didn’t really slow down. There are always new technologies to think about that can be helpful to people.
Read more about Microsoft’s efforts to track users’ reaction to Windows 8: Microsoft Has Been Watching and It Says You’re Getting Used to Windows 8.
2. The follow-up posts to the original May 2011 one
-
Microsoft’s next step in SoC level slot management [May 27 – June 2, 2011]
-
A too early assesment of the emerging ‘Windows 8’ dev & UX functionality [June 24 – Aug 19, 2011]
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Windows 8: the first 12 hours headlines and reports [Sept 14, 2011]
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Windows 8 Metro style Apps + initial dev reactions [Sept 15, 2011]
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The early 2010 Windows 8 alternative: the Courier tablet [Nov 2, 2011]
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Windows 8 gaining smartphone like “connected standby” capability [Nov 23, 2011]
-
The killing power of bloated web communications [Dec 6, 2011]
- The future of Windows Embedded: from standalone devices to intelligent systems [March 9-29, 2012]
- Standards-based adaptive layouts in Windows 8 (and IE10) [March 24, 2012]
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Giving up the total OEM reliance strategy: the Microsoft Surface tablet [June 19 – July 30, 2012]
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The cloud experience vision of .NET by Microsoft 12 years ago and its delivery now with Windows Azure, Windows 8/RT, Windows Phone, iOS and Android among others [Sept 16-20, 2012]
-
NOOK Media LLC: the finalization of the strategic joint venture between Barnes & Noble and Microsoft [Oct 6, 2012]
-
ASUS: We are the real transformers, not Microsoft [Oct 17, 2012]
-
Microsoft Surface: its premium quality/price vs. even iPad3 [Oct 26, 2012]
-
Microsoft Surface: First media reflections after the New-York press launch [Oct 26-28, 2012]
-
Acer Iconia W510: Windows 8 Clover Trail (Intel Z2760) hybrid tablets from OEMs [Oct 28 – Dec 14, 2012]
-
Microsoft Surface with some questions about the performance and smoothness of the experience [Nov 12-28, 2012]
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Steven Sinofsky, ex Microsoft: The victim of an extremely complex web of the “western world” high-tech interests [Nov 13-20, 2012]
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Boosting both the commodity and premium brand markets in 2013 with much more smartphones and tablets while the Windows notebook shipments will shrink by 2% [Nov 20 – Dec 10, 2012]
-
Marko Ahtisaari from Nokia and Steven Guggenheimer from Microsoft on the Internet of Things day of LeWeb Paris’12 [Dec 6-8, 2012]
3. The original May 2011 post
Windows 8 on ARM expected to appear by the end of 2011 [DIGITIMES, May 24, 2011] (emphasis is mine)
Tablet PCs that adopt Windows 8 and ARM-based processor are expected to appear by the end of 2011, but due to the platform lack of system performance, the platform will be mainly used for targeting the tablet PC market, according to sources from notebook players.
However, due to the combination still have several issues need to be resolved, most notebook players are taking a conservative attitude toward the new platform and will not rush to open up new projects for the related products.
Due to the Windows 8/ARM platform initially only testing in the tablet PC market, the sources believe the platform is unlikely to affect Intel’s position in the traditional PC segment, while the operating system is also unlikely to impact Google’s Android in the next one year.
Steve Ballmer: Microsoft Developer Forum [Microsoft, May 23, 2011] (emphasis is mine)
There is so much in the way of exciting innovations to look forward to over the next few years. At Microsoft, we’ve identified five things that we think will transform the industry over the next few years, and five areas where Microsoft, as a company, is committed to investing and innovating and leading. We think there will be other companies working in these areas. There are going to be opportunities for developers. Certainly we’re going to see a lot of competition. But these five key technology areas are the ones that I think more than anything else will make people look back and say, wow, computing is fundamentally simpler and easier to use, whether it’s on my phone, my PC, or my TV, than ever before.
The first one I’ll highlight for you is natural user interface. This is the notion that we really want to speak, wave and gesture, touch and mark on our computing devices. We want smart devices to work the way we work, to recognize us and our actions. Speech recognition, vision, handwriting recognition, touch interfaces, these are all part of the theme. And certainly whether it’s in phones, or what we’ve done with Kinect for large room, and living room type environments, for vision, and visual recognition are all emblems of the move in this direction.
…
The second big area of innovation will come in natural language. And the distinction is important. With natural user interface, we’re talking about voice, and vision, and touch. With natural language, we’re really asking ourselves the question, can we let you control your computing environment by expressing intent instead of specific commands. Today on a PC, it’s file open, blah, blah, blah, respond, reply, forward. I can’t just say to my device, get me ready for my trip to Tokyo.
…
The third area that I think will be increasingly important is HTML and JavaScript. We’ve made a big investment, obviously, in Windows and IE9 in our HTML and JavaScript support, but more and more of the world’s programmers will be fluent in these technologies in addition to whatever skills people have in C++ and C# and a variety of other important skills. But we have to recognize that more and more of the world’s talent will know these techniques. And whether it’s writing a website or a client application, or a server application, we want to build and develop the range of things that you can do not only using .NET, but also in using HTML and JavaScript. And, in fact, even how you can weave these things together into sensible programs in the future.
No. 4 is chip and form factors. Just think back three or four years ago and how quickly performance and size, and miniaturization and the move to ARM processors has happened. We’ve announced with Windows that we’re going to support system-on-a-chip architectures, not only from Intel and AMD, but also from a set of ARM vendors.
The form factor of the devices that we all use will continue to change. I think there will be a day in the future where it will be hard to distinguish a phone from a slate, from a PC. You literally will have displays that become paper thin and very easy to fold out form your phone. And at the same time, you’re going to get more and more PC-like capabilities in smaller form factor devices.
Last, but certainly not least is the cloud. And with both Azure, Windows Azure and SQL Azure, as well as Office 365, we’ve made a major step into the cloud. I’m sure I’ll get a few questions about Skype. Skype is just another representation of what we think is the importance of enabling a broad range of scenarios in the cloud. If those are the technologies, the flipside is to ask what can we do with them? They’re all great, but what will we, Microsoft, do and what do we expect the developers that we work with here in Japan, and across the world to do?
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We’re obviously hard at work on the next version of Windows. Windows 7 PCs will sell over 350 million units this year. We’ve done a lot in Windows 7 to improve customer satisfaction. We have a brand new user interface. We’ve added touch, and ink, and speech. And yet, as we look forward to the next generation of Windows systems, which will come out next year, there’s a whole lot more coming. As we progress through the year, you ought to expect to hear a lot about Windows 8. Windows 8 slates, tablets, PCs, a variety of different form factors.
The browser is an area where we’ve been very active. Internet Explorer 9 is the fastest browser around because of the way that we’ve married it to Windows systems and allow essentially full exploitation of the hardware to have the fastest and most beautiful Web on the planet run on Windows systems.
We’ve integrated the browser into Windows more fully, so that you can put jumplists, and pin those to the taskbar on Windows. We’ve improved JavaScript performance. We’re running on downloads that are about five times the rate of customer acceptance that we saw on IE8, and when it comes to HTML and JavaScript, and the browser, there will be simply no one who pushes that, not Google, not Firefox, nobody will push that faster and harder than we push with IE.
Microsoft’s Ballmer says next-gen Windows systems due in 2012 [ZDNet, May 23, 2011]
During remarks at a developers conference in Japan on May 23, Microsoft CEO Steve Ballmer referred to the next version of Windows as “Windows 8.” He also said the next generation of Windows systems will be out next year.
To those not following Microsoft’s Windows saga closely, this may seem like a “so what” moment. But Microsoft execs have been studiously avoiding any references to the timing or naming of the next version of Windows to try to keep the specifics of the product as quiet as possible. Microsoft’s top brass has been avoiding calling the next version of Windows “Windows 8″ publicly, preferring instead to call it “Windows Next.” (Internally, a number of Microsoft job postings and leaked slides have referenced “Windows 8,” however.”
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Update: OK, believe it or not, the “official” response is Ballmer’s statement isn’t what it seems to be… Sent from a Microsoft spokesman earlier tonight:
““It appears there was a misstatement. We are eagerly awaiting the next generation of Windows 7 hardware that will be available in the coming fiscal year. To date, we have yet to formally announce any timing or naming for the next version of Windows.”
And, as usual, there are many ways to interpret these remarks. Is the next-generation Windows release nothing but Windows 7 with new paint? Windows 8 not the final name for the next version of Windows? (The final name possibly being something other than Windows 8 is something that I’ve heard from my tipsters…) You be the judge….
