FutureWalker

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1 FutureWalker

2 Agenda Questions Storyline Market Platform Impact

3 Questions What is the Smartphone? Why Google? What s going on the Mobile industry? Who needs open platform? What s so special about Android? Why not previous solution? What kind of opportunity is there with Android?

4 Storyline

5 What? What is the Smartphone?

6 What is the Smartphone exactly? Smartphone A smartphone is a mobile phone offering advanced capabilities beyond a typical mobile phone, often with PC-like functionality. For some, a smartphone is a phone that runs complete operating system softw are providing a standardized interface and platform for application develop ers For others, a smartphone is simply a phone with advanced features. There is NO Industry standard definition of a Smartphone.

7 Market Segments by FutureWalker Price Rich Fashion Entertainer Business Internet Basic Messaging Broadband Complexity

8 Business phone RIM BlackBerry Office doc, Push , Wipe out, Exchange, Notes

9 Entertainer phone Apple, Sony Ericsson, Readius Walkman, iphone, Cybershot Music, Movies, Pictures, ebook, Games

10 Internet phone LG, Apple, Nokia KU-580, iphone, N95 YouTube, Search, Facebook, Blogger, Maps, GPS

11 Fashion phone LG, Samsung, Nokia Fashionable, Vogue, Prestige

12 Mobile Broadband internet access PC Cards, USB Modems, Gateways, Embedded Modules 참조 : Connection Port, Form factor, Power consumption

13 Market Segments by Samsung Multimedia Business Category Strategy Infortainment Style Basic Connected

14 Device Trend

15 Market needs of Rich phone LCD, Touch Personalization Multimedia Rich Interface Office Browsers Games The Rich phone has to get PC-like functionality

16 Why Google? Why Google? Why Now?

17 Google at present

18 Google at Future Mobile Interactive TV

19 What s wrong?

20 Players on Value chain Chipsets /Platform Intel Qualcomm Sun XCE Handset Makers Samsung LG P&C Application Developers IntroMobile Veloxsoft Contents Providers Portal Drama Movie Music Operators SKT KTF LGT

21 Deadlock state Closed Value chain Slight Growth Limited players Only For ARPU

22 Why? Embedded Platform vendor Solution vendor Handset Makers CDMA/GSM WCDMA Network Platform Users Portal Contents Provider Application Developer Contents Provider

23 New value chain Network Handset Makers Platform Users Open Access Content Provider

24 What is the OHA? To accelerate innovation in mobile To offer consumers a richer, less expensive, and better mobi le experience. To develop Android which is the open, complete, and free platform More than 30 Companys Mobile operators Handset manufacturers Semiconductor companies Software companies Commercialization companies

25 The OHA s Strength Alliances Android Google s Service

26 Alliances for Value chain Network US Google & Alliances Global Alliances Device Platform Alliances Google Contents AdSense Partners

27 Competitors

28 Overview of Android Open Use freely Phone s core functionality Linux & Optimized Dalvik VM Beyond Device Combine Web and mobile s Info Combine Web and Location Fast & Easy Development Useful Libraries Eclipse & SDK & PC Emulator

29 Android s Layers

30 Why Android? Open platform Linux Dalvik VM

31 Why Android? Why Open Platform?

32 Players' Needs Contents Providers / Application Developers Low development cost, Portability Potential market size Operators Time-to-market Service launch Customizable for Brand Identity Handset makers Scalable architecture, Reusable, Market proved Royalty free, Fast development, Customizable for Identity Chipsets/Platform Multi processor, power management Scalable architecture * Vendor s image is just for examples.

33 Why not Symbian, WM? Symbian Limited Openness License model Differentiation from Nokia Not Easy development Who Loves Nokia? Windows Mobile Limited Openness License model Differentiation from competitors MFC or.net is Easy but Who loves MS?

34 Android VS Proprietary for makers Android Symbian Windows Mobile License Free Yes No No Open source Yes No No Dependence Free Yes No No Java VM Free Yes No No Dev Tools Free Yes No No Customization Free Yes No No

35 Open VS Propriety platform

36 Open VS Propriety platform

37 Open VS Propriety platform

38 Open VS Propriety platform

39 Open VS Propriety platform

40 Open VS Propriety platform

41 Open VS Propriety platform Open Propriety Multi Vendor Single Vendor Independent Dependant Flexibility Reliability

42 Already Competition in Ads Nokia Microsoft Google

43 Why Android? Why Linux?

44 Trend-Mobile Web 2.0 HSPA Wibro WiFi RSS Blog Widget UMPC MID iphone N810

45 Trend-Convergence HSPA Wibro WiFi itunes Tossi Nate Phone PMP CNS

46 PC like requirements Application Middleware OS PC Like Web Innovative UI Rapid development More Functionality Portability Robustness Multi processor Seamless connection More peripherals

47 Android is the answer

48 Why Dalvik VM? Why Dalvik VM? Why Java language?

49 Why Java language? RAD Write Once Reuse Java Language

50 Why not JavaVM?

51 Why not JavaVM?

52 How about iphone? Revolutionary Phone Breakthrough internet device Widescreen ipod High Technology

53 What makes iphone so cool? Unix OS Innovative Interface Future of Mobile Web browser

54 Android VS iphone for Operators Android iphone Network Revenue Share No Yes Handset Revenue Share No Yes Dependence Free Yes No Customization Free Yes No Development cost Low High Operator s Identity Yes No

55 Android for Contents Developer Android Maemo OpenMoko Market Potential Openness of source By Google By Nokia By FIC Some Some All Partner s power OHA Members Only Nokia Only FIC Development phase Browser Engine Alpha Commercial Pre Alpha Webkit Firefox?

56 Android for Application Developers OHA/Android LiMO LiPS Kernel Included JavaVM Included Monopolistic member Web browser Right Now? Yes No No Yes No No Google /Platform NEC, Samsung /Makers Orange /Operators Yes No No Development Language Java C/C++ C/C++ C/C++ Graphics Engine SGL GTK+ GTK+

57 Open Access in US & Korea US & Global Open Access by Verizon in US Google as default search engine by NTT Docomo of JP Order made Android Phone from Dell? Parts Makers for DIY phone Korea New operator by MVNO USIM Open, Network Open in Korea? Is it dream? New Vision of LGT, Open Access

58 Java would conquer the Mobile? Sun VS Google Why Dalvik VM? Why not JavaME? Another Dalvik, JavaFX Mobile? Who will be the Winner? Java in Korea Java license fee of WIPI Replacement with Dalvik. Is it possible?

59 They are coming, open source Linux Everywhere DTV, IPTV, Mobile and so on. Middleware D-Bus, SQLite, and so on. Baseband processor is just a modem Some opportunities Web browser War Webkit Firefox Mobile Opera

60 In my opinion Handset Makers Over the mobile phone market Contents Provider Portal Phone Operators Reduce the role of WIPI Open device platform ISVs Who Moved My Cheese?

61 For Embedded programmer Layered architecture Where can I show my value? Internet device Embedded 2.0? Connected Experience? Should I know Web technology? RIA in Mobile Is it good for programmer? Eclipse Is it cool? Learn Linux, right now

62 Q&A 연락처 필명 : 퓨처워커 직종 : 플랫폼아키텍트 & 컨설턴트 주소 : 메일 : 분야 : 모바일, IPTV 등의미디어플랫폼비즈니스전략및기술

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