The Mobile Internet: The Potential of Handhelds to Bring Internet to the Masses. April 2008

Transcription

1 The Mobile Internet: The Potential of Handhelds to Bring Internet to the Masses April 2008

2 Agenda Today s Mobile Internet Market Mobile Convergence Products Internet Browsing on a Handheld Separating Fact from Fiction Hardware and Software Challenges and Opportunities 2 April 2008

3 Mobile Internet: Some Statistics 3.3 Billion Mobile Phone Subscriptions in Billion TV sets 1.4 Billion people with credit cards 1.3 billion Internet users only 37% access exclusively by PCs (desktops and laptops) another 33% of Internet users access by both PC and mobile already 30% of all Internet access in 2007 was exclusively from mobile phones In Japan, South Korea and India, majority of users access Internet via mobile Mobile Media is the 7 th Mass Media Channel (after print, recordings, cinema, radio, TV and Internet) As different to web as TV is to radio 1 st truly personal media Always with you, always on, always available at point of impulse Built-in payment mechanism Audience measurements on mobile are by far the most accurate of any media Source: Tomi Ahonen Consulting 3 April 2008

4 Mobile Convergence Products Laptop Windows Vista Linux UMPC Windows Vista Linux 5.5 to 7 MID Smart Phone Feature Phone Windows Mobile Linux Windows Mobile Linux Symbian Closed OS elinux 4 to to to 3.5 Handheld devices offer lower manufacturing costs and are therefore more interesting for Mass Market Mobile Internet 4 April 2008

5 Handheld Market Trends Graphics Driving the Experience Key Technology Enablers: Large, high-resolution displays Intuitive touch-screen interfaces Touch-screen interface enables popular applications Internet, Web 2.0, Flash Navigation and mapping Premium and casual games The User Interface Defines The Experience 5 April 2008

6 Mobile Multimedia Trends (Source: AMD estimates based on 3 rd party data) Adoption of multimedia rapidly exceeds overall market growth Video, audio, imaging will be required features in most phones 6 April 2008

7 Comparing Mobile Handset Features More Handheld PC CE Device HD 1080p MP camera HD 1080p Equal Cellular access 2-3.5G networks Full Web 2.0 Enabled Browsers including Flash and multimedia D1 720x480 DVD High quality 5.1 surround sound BT A2DP 8 MP camera D1 720x480 DVD Less Telephony Browser Movie Player Music Player Digital Still Camera Digital Camcorder 7 April 2008

8 Comparing NextGen Mobile Handset Features More Equal Handheld Cellular access PC CE Device 2-3.5G networks Full Web 2.0 Enabled Browsers including Flash and multimedia HD 720p HD 1080p High quality 5.1 surround sound BT A2DP MP camera HD 1080p HD 720p Less Telephony Browser Movie Player Music Player Digital Still Camera Digital Camcorder 8 April 2008

9 Mobile Internet: Myth #1 Display Size too Small New browsers with pan/zoom features and better UIs are overcoming limitations of small display Access Mobile Firefox Opera Safari (Webkit) Silverlight/IE 9 April 2008

10 Mobile Internet: Myth #2 Internet Connection too Slow Typical Data DL rates Telephone Modem: 56kbps ISDN: 128kbps DSL/Cable Modem: ~2-4 Mbps HSDPA: 1.8/3.6/7.2/14.4 Mbps LTE: Mbps Phone: Class 12 EDGE: kbps Conclusion: Modem speeds are adequate for a decent mobile Internet experience, but a great UI and browser are still required to provide sufficiently good user experience, and modem speeds will continue to improve. 10 April 2008

11 Mobile Browser Challenges Flash Scaled vector text rendering Multi-standard A/V Multimedia Fast PNG/JPEG image scaling AJAX General Layout and rendering engines DOM parser Multi-threading W3 protocol parsing/encoding RSS Multiple network connections Multi-tab support 11 April 2008

12 Comparing Compute Resources Mobile CPU uses ~125x less power 400 mw vs. 125W Mobile CPU is 12x slower clock for clock than a dual core PC CPU* 500 MHz vs. 3GHz Typical Mobile SoC PC Mobile Linux uses 8-16x less memory than a modern PC MB vs. 2GB Typical Mobile SoC Mobile Handset 12 April 2008

13 Mobile Browser Challenges Flash Flash Acceleration Scaled Native vector SVG text Acceleration rendering Fast Fast PNG/JPEG Image image Decoder scaling HW Accelerated Internet Multi-standard Codecs A/V with Multimedia gstreamer support AJAX General Layout and rendering engines DOM General parserpurpose Multi-threading MIPS W3 protocol parsing/encoding RSS Multiple network connections Multi-tab support 13 April 2008

14 Application Processors Accelerated Computing for Handheld USB OTG HS 2.0 Application Processor Multimedia GPIOs, Keypad I/F Security Display Subsystem IrDA Encoder SDIO/ SD/ MMC/ CE-ATA 2x I2S, PCM Con nnectivity 3x I2C, 1-wire Host CPU (+Floating Point +Java Accel) SRAM Video Subsystem Imaging Subsystem Audio Subsystem Graphics OpenVG/2D Graphics Engine HDMI TX Composite TV- -out MIPI Serial I/F DSI, CSI-2 3x UART 3x SPI IPC OpenGL ES 2.0 Graphics Engine 14 April 2008

15 UI and Graphics Enablers Video Image Audio Graphics Productivity Applications Application Framework is a software framework that is used to implement the standard structures of an application. Media Recorder Games Media Player / Editor Browsers & Web 2.0 Java Applets User Interface Frameworks Multimedia Framework Browser / Web Frameworks Connectivity Manager Application / Task Manager Notification / Alarm Manager Security Framework PIM Connectivity GTK+ is an application framework and key platform enabler Cairo 2D vector graphics API with multiple backend renderers such as X, OpenGL, W32 GDI, OSX Enabling Cairo with an OpenVG backend provides a key advantage. Pango font layout engine automatically benefits from Cairo acceleration. Composition for graphics and multimedia via Khronos OpenWF. Cairo composition manager Mobile Compiz? Exchange Manager Abstract IPC Compiz.org Drivers OS Hardware OS + Board Support Package (BSP) 15 April 2008

16 Multimedia Enablers Video Image Audio Graphics Productivity Applications Application Framework is a software framework that is used to implement the standard structures of an application. Media Recorder Games Media Player / Editor Browsers & Web 2.0 Java Applets User Interface Frameworks Multimedia Framework Browser / Web Frameworks Connectivity Manager Application / Task Manager PIM Connectivity Gstreamer is the de-facto standard for multimedia playback on Linux. Acceleration of video and audio codecs via OpenMAX IL plugins. PulseAudio server + ALSA forms the audio subsystem of a mobile handset. Notification / Alarm Manager Security Framework Exchange Manager Abstract IPC Drivers OS Hardware OS + Board Support Package (BSP) hours of music playback with Imageon MPUs

17 Web Browser Enablers Video Image Audio Graphics Productivity Applications Application Framework is a software framework that is used to implement the standard structures of an application. Media Recorder Games Media Player / Editor Browsers & Web 2.0 Java Applets User Interface Frameworks Multimedia Framework Browser / Web Frameworks Connectivity Manager Application / Task Manager PIM Connectivity Mobile Browser is the killer application Webkit.org engine is growing in support for embedded browsers. Nokia S60 browser Safari on iphone Utilizes Cairo engine for rendering. Supports NPAPI multimedia plugins accelerated via OpenMAX IL. Notification / Alarm Manager Security Framework Exchange Manager Abstract IPC Drivers OS Hardware OS + Board Support Package (BSP) 17 April 2008

18 Example Next Gen UI Based on Native Vector Graphics AMD offers native hardware vector graphics 20x the performance of software only solutions * * Measured on ARM9 210MHz using a commercially available software rasterizer 18 April 2008

19 AMD LIVE! Explorer for Handset Accessing and Sharing Content Browse Download Playback Upload Content Creation/ Consumption Devices 19 April 2008

20 Summary of Opportunities Advancement of Efficient, Accelerated Computing GP-GPU (Stream Computing) Low MIP processing of Audio, Video, Imaging, Text Rendering, and Managed Code In developed markets, using location based services, opportunities exist for: Targeted advertising (push and personalized) Mobile coupons Presence geo-location Other personalized services In developing markets, the Internet-enabled mobile device may be the best way to bring affordable Internet to the masses. Already, majority of users in India access Internet via mobile * * Source: Tomi Ahonen Consulting 20 April 2008

21 Trademark Attribution AMD, AMD LIVE, the AMD Arrow logo and combinations thereof are trademarks of Advanced Micro Devices, Inc. in the United States and/or other jurisdictions. Other names used in this presentation are for identification purposes only and may be trademarks of their respective owners Advanced Micro Devices, Inc. All rights reserved. 21 April 2008