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Highlightsonthereport MID ASINUX Chinesemobilemarketanalysisandstrategy PreparedbyIKW Internetknowledgeworkers 1 28 2009 Confidential 1 Thebattleoftheeco systems Win TelhasdominatedthePCspace Welldefinedmutilayeredecosystem ThisecosystemdefinedITindustryFromPCtoLAPtop fromnetbooktoMID Competitionthrivesamongstplayerswithintheecosystem today asMobilephonesarebecomingsmarter smartphones Theentirewin telecosystemfacescompetitionandthreatsfromthenewlyemergingandpowerfulecosystems Multipleparallel OS chip basedecosystemsthrivesinthemobilephonesector EachOS Chipcomboenablesanentireecosystem Asphonesarebecomingsmarter PCbasedapplicationshavebeenseamlesslytransplantedonsmartphones PowerfulconsumerbrandssuchasIphone Gphone SonyPSP Nokiawillleadinthebattleof PCvs smartphone Asphonesbecomesmarter linebetweenPCandPhoneisgettingmoreandmoreblurry TraditionalODMs OEMs ISVsarenolongerboundedbytheoutdatedboundariesthatdefinetheirbusinesses Therefore thereisagoodchancethewin telbasecouldberadicallyerodedbythesenewparallelecosystem Theriseoftheinformationecosystem howmobiledevices personalcomputing media andtheinternetallfittogether Theriseofinternetirreversiblychangedtheinformationflow PCmakersworldoverbenefitedbytheinternet B MobileinternetwillbethecatalysttofurtherpropelthemovementofinformationIntheeraofSmartphone mobiledevices PCcannolongerstandaloneasaseparateindustry Theyareallembeddedinthelargerinformationecosystem i e Iphone appleshop Gphone google PSP games etc D Thosesystemthatembracestheinformationecosystemwillstandtowin 2 ChallengesfortheIntelledMoblin MID Netbookinitiatives Currentnetbookproductpositioncouldcannibalizeintothelaptopmarket CurrentMIDproductslackdistinctadvantageoveranycurrentsmartphonesproducts AtbestitwillfurthercannibalizeintothenetbookandlaptopmarkethereinChina AtleastinChina Moblin MIDplayersarestillthosefromthewin telcamp Lackinnovationinproduct businessmodel andmostlylacksupportfromthevastandyetfastemerginggrassrootapplicationdevelopers contentproviders andnewclassofOEMs thehugeMTKOEMbase ItislackingainfoecosystemtosupporttheMIDproductsale 3 What3GmeanstoChina MarketshareofOSincurrentsmartphone A Internetwillbeextendedtothealreadybiggestmobilephoneuserbaseintheworld FormostoftheChinese theirfirsttimeinternetexperiencewillbeinthe3Genvironment viatheirphone smartphone Smartphonewilldefinethe3Gera Allsmartphonesareessentially mobileinternetdevices Therefore awellstructuredinformationecosystemwillbecriticallyimportantinChinaforanymobiledevicebrands Winningthe eyeball oninternetcontentbecomestheultimateobjectiveofgamesforanymobileedgedevicebrands 4 OpportunitiesforIntelinChina TapintothevastMTKOEMbasebyre engineeringthemoblin OSIproductpositioning Byincorporatingchipset ODM ISVfunctionalities MTK sonestopshopproductstrategygreatlylowerthebarrierofentryforOEMs ThereforethousandsofsmallshopshavesincebecomeMTKsOEM MTKanditsvastecosystemproducesatleast ofallmobilephonemanufacturedinChinaalone Theirmarketsharerangesfrom25 inbigcitiestoupto50 insmallerChinesecities CurrentconsumersofMTKphoneswillbethefirsttimeinternetusersinthenew3Genvironment Perfectintel MIDcustomers D Duetothelackinupscaleproducts MTK sOEMbaseisprimefor winback providedthemoblin OSIpositionssimilarlytothatofMTKtoday Newmoblin OSIposition multiplelinuxplatforms enablingrichedgeproductmixbasedonverticalcontentandapplications TapintoexistingChineseLinuxOSdeveloperbase cultivatemultipleOSIonMoblinplatform Encourageproductpositiontobeaonestopplatformwhichincorporatesapplication verticalinternetcontents Thiswillshortenthe timetomarket cycle ThisnewproductpositioningwillalsoattracttheparticipationoftheexistingMTK sOEMbase Innovativedevelopmentfocusedintheareaofuserexperienceonthedeviceitself HelprefineandsupportcurrentrevenuemodelofOSI i e Residual sharedrevenuefromchipsetsale andcontentsales Initiatea walledgarden contentecosystemstrategybasedonverticalinternetcontent applicationtosupporttheembeddedproductizationofMIDinchina Anotherwords tobuilda backend forMIDaccessedcontents ThisisaveryimportantcatalysttopushMIDsalesinChina ecomerce Intelinside Inteltosupportagrassrootinternetcontentaggregatortoconsolidatecontentbasedonverticals StandardizationoninterfacesamongstcontentprovidersandMIDOEMs New OSVs willincorporatespecificcontents applicationsasturnkeysolutionstoOEMs Basedontheverticalcontents aseriesoflowcost applicationbasedMIDscouldsoonbelaunchedviatheexistingMTKchannels Targetingthevastfirsttimeinternetusersinthenew3Gera 3rdpartycontentaggregator Tolookbeyondthecurrentplayers lookintothemobileecosystem tofurtheridentifymorequalifiedOSVsplayersformoblininChina RepositionitscurrentOSstrategytoonethatcandirectlymarketturnkeyplatformstothehugeexistingOEMbase thereforeallowingMIDprod
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