LG Electronics 2007

Mobile Platform Architecture:Addressing the Background and Trends

MC Communications CompanyLG Electronics Inc.2007. 4. 11

IndexIndex

Industry Fact:Industry Fact:

- Growth in Demand- Growth in Demand

- Growth in Volume- Growth in Volume Struggles in Market Struggles in Market Platform StatusPlatform Status Hardware PlatformHardware Platform Software PlatformSoftware Platform Platform StandardsPlatform Standards Platform Based DevelopmentPlatform Based Development Platform ExamplePlatform Example

Industry Fact: Growth In Demand

The consumers perception of the ‘Mobile Phone’ has dramatically changed

Perception ChangePerception Change

• The mobile phone wasThe mobile phone was ‘ ‘A tool to communicate with each A tool to communicate with each other.’other.’

• The mobile is becoming ‘A gadget that symbolizes oneself.’

Voice-CentricVoice-Centric Usage Usage

CompactCompact Data DownloadData Download - Ring Tones- Ring Tones - 2D Games- 2D Games

Multimedia Multimedia - Take pictures- Take pictures - Send images- Send images

Enjoy multimedia and entertainment servicesEnjoy multimedia and entertainment services

- Camcorder, MP3 music, broadcasts - Camcorder, MP3 music, broadcasts

- Fun & useful services- Fun & useful services

A fashion iconA fashion icon

1 / 21

• Voice CallVoice Call

• TXT MessagingTXT Messaging

• 1x data SVC1x data SVC

• PhonebookPhonebook

• MMSMMS

• IMIM

• VOD/MODVOD/MOD

• GamesGames

• LBSLBS

• Mobile TVMobile TV• WirelessWireless

InternetInternet

“Basic wireless services” “Consumer driven services”

Connection Fun & Useful

Services get more diversified to meet what customers think is ‘fun and useful’ and to increase ARPU simultaneously

Keyword

Services

Service TrendService Trend

Industry Fact: Growth In Demand

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Digital convergence is to provide comprehensive and richer user experience in mobile infotainment fields

Car InfotainmentCar Infotainment

MobileMobileCommunicatorCommunicator

PCPCNotebook PC

UM PCDesktop PC

Mobile AV Player Mobile AV Player MP3 Player

PMP & PMC

Home Mobile Car

UbiquitousNetworking Telematics

Car Audio/Video Telematics

Car Audio/Video

MobileMobileInfotainmentInfotainment

PDA, DMB, PND

DBDM PDA

Digital ConvergenceDigital Convergence

Industry Fact: Growth In Demand

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Industry Fact: Growth In Volume

• Too Many Phones in the World!• Diverse Features!

Struggles in Market

• Background– Diverse Market Segmentation: Vertically and Horizontally

• Vertically: From Lowest Tier to Highest Tier• Horizontally: Depending on various Regions

– Enormous Development (R’D) Cost Strong Price Pressure• Set: More and more man-month per product (HW, SW, …)• Si: More and more Fab cost (90nm, 65nm)

– Less numbers sold per Model Less numbers sold per Si– Tighter schedule per Model

Set: PbyP (Product by Product) approach may not be competitive anymore for the high-volume segment PbyP can be still valid for Ultra-low and Ultra-high tiers

Si: Integrating IPs to make One-chip SoC doesn’t imply best solution anymore. Should consider total R’D cost + price as well as BOM per product

ReferencePlatform

• Add-on Device• Quick Si spin (Peri change)

• 100% reuse• Quick Si spin (Elimination)

• S/W Change

• Add-on Device

Platform Definition (by Nomura Research)

• Product by Product, Platform 1.0 및 Platform 2.0 으로 구분하여 정의• Low-volume, high-end, high-price 제품의 경우 PbP 방식이 효율적• 한정된 R&D 인력으로 제한된 범위내 Model 수 확대 및 가격경쟁력확보를 위해서는 Platfor

m 1.0 이 효율적

Pre-Integrated HW/SW Recycle, PCB 재활용 (?)

Cheaper to develop but less flexibility than 2.0

Every Product designed from Scratch by individual team

Highest flexibility( 수제품 ), Big R&D, Big Operation cost, All or Nothing approach, Highly optimized to specific model, multiple component sourcing 어려움

Product by Product Development Platform 1.0

Platform Definition (by Nomura Research)

Highly modular

Integration is needed

Plug-and-Play

e.g.) Nokia SPP

(Symbian Product Platform)

Platform 2.0

• 효율적 R&D cost 유지 및 가격경쟁력확보와 동시에 Model 개발 자유도 및 Model 수 극대화 및 위해서는 Platform 2.0 이 효율적이나 , 초기 Platform 개발 및 유지비용이 발생함 . High volume 유지 時 영업이익 극대화 가능

• Platform 2.0 개발 내역– Plug-and-Play 가 가능하도록 highly modular, plug-and-play system 개발

( 표준 Interface 개발 및 통일된 Architecture 유지 ) – Module 개발– Integration 개발환경 및 Test 환경 구축– Module 개발 및 Platform 유지관리– Well-Defined 개발환경 tool 제공

Platform Status

- 개별 Model 단위 개발팀 및 각각의 부품 , S/W 개발

- 모델의 수 = 개발팀의 수

Product Focused(Platform 0.0)

Platform 1.0 Platform 2.0

Concept & 특징

- Platform A:

BB (A) / OS (A) / Set of Features (A) – Apps, FF, UI, etc.

- Platform B:BB (B) / OS (B) / Set of Features (B)

– Apps, FF, UI, etc.

- Platform based, but limited Modularity - Less Configurability & Flexibility- Closed Interface within Platform

- Platform:

BB (A) OS (B)

Set of Feature (C) - Apps, FF, UI, etc

- High Modularity & Flexibility Modularization - Open Architecture & Interfaces- Very Scalable

개발 시나리오

- #1: Choose platform & development- #2: Choose platform & adaptation

/ additional SW development

Vendor Positioning

- Create a team per model and develop from the scratch

• Platform 은 Chip Type 과 OS Type, 그리고 Feature Set Type의 Combination 으로 정의됨ImplicationImplication

Baseband

Modem

Bluetooth

MultimediaAccelerator

ApplicationProcessorMemory

Rx chip

Tx chip

Rx chip

LCD

PC Interface

Camera

Speaker / Mic.

Vibrator

Battery

Memory Card

Dip

lex

er

GPSCellular

PCS

지상파 DMB

* Case: Qualcomm MSM6500

위성 DMBWiFi / WiBro

• Antenna• RF Component• Baseband Modem• Display • Camera • Connectivity• Processor / Accelerator• Battery

Hardware Platform

API Manager

DMSS / AMSS

Hardware

Handset Adaptation Layer

Application Manager

Extended APISet

Basic APISet

OS (RTOS, OpenOS)

Call Processing Network Protocol Firmware Programming OS Adaptation Middleware / Browser Programming Graphic Engine Image / Sound Processing HI (Human Interface)

NativeApplication

Platfor

m

SignalingS

tack

BrowserMessaging

(SMS,MMS)

Game PIM Camera

Downloadable Application

Software Architecture

Software Platform

Platform Standards

Hardware

Software

단말 내부 Data 증가로 Bus Line 수 증가에 따른 신뢰성 Issue 발생 고속 Serial I/F 표준화 진행

- Nokia, Micron, TI 를 중심으로 MIPI Camera, Display I/F 상용화 진행 중 (’07.2H 본격 출시 예상 )

- 최근 Nokia 가 MIPI 에 Focus 한다는 결정에 따라 부품업체들도 MIPI 에 집중

Cellular / WLAN / PAN 등 복합 Network 化로 Multi-band, Multi-mode 의 Needs 증대

- Motorola 등 주도로 소형 / 저전력화를 위한 Digital RF I/F 표준화 및 상용화 진행

- SDR Forum, WWRF 를 중심으로 SDR 기술 연구 중

모바일 서비스 Application 의 상호 운용성 증진으로 시장 활성화를 위한 Protocol 및 I/F 표준화 진행

- 유럽 사업자들을 중심으로 Messaging, DRM 등의 OMA 표준 적용에 대한 요구 증 중

- 유럽 / 아시아 사업자 중심의 OMTP 는 제조사 및 관련 단체에게 Platform Requirement 를 Release

Platform Based Development

LGEStrategy

MarketRequirements

CustomerNeeds

TechnologyAvailability

LGEReference Platform

StrategicChipsetPartners

LGE-OptimizedChipsets

ServiceProviders

End Users

LeadTechnology

Requirements,Roadmap

Products

Lead Product

Premium Platform

Spin-off #1

Spin-off #n

Lead Product

VLC Platform

Spin-off #1

Spin-off #n

Premium

Very Low Cost

Platform Example

• Separated vs. Integrated Solution 선택은 Cost, Form Factor, Time to market 등 여러 가지 요소에 의해 결정 • Low Feature Phone : BB+ Accelerator 를 Single die 로 통합한 SOC

• Feature Rich Phone : 별도의 Accelerator chip 또는 Integrated BB+AP

• Smart Phone : 분리된 Application Processor 사용

LG Electronics 2007

Q&A

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