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MID (Mobile Internet Device) Market in China

MID (Mobile Internet Device) Market in China

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MID China MID China Presentation Transcript

  • China's MID Market
    By:CatHughes
  • Definition of MID
    Introduced by the industry in 2007
    Pocket-able handheld consumer electronics device designed to offer a portable full-page Internet experience
    By:CatHughes
  • Functionality
    Complete Internet experience with full-page web browsing
    Powerful computing capability enabling productivity applications to run (such as Microsoft Office)
    PC keyboard or handwriting function (providing operability that rivals the PC
    Independent and standardized operating systems
    MIDs are as open as PCs: allowing users to download and use any relevant applications
    By:CatHughes
  • Portability
    Weighs about 300g-500g
    Expected to drop as technology advances
    Screens size between four-six inches
    Providing full Internet experience
    Always on always connected
    Day-long battery life
    Consistently connected
    By:CatHughes
  • Connectivity
    Offer multiple Internet access technologies:
    WLAN
    WWAN
    Always-on service and seamless switching
    By:CatHughes
  • Source: TI
    By:CatHughes
  • MIDs Tailored to Mobile Internet
    MIDs offer most effective combination of Internet experience and portability
    By:CatHughes
  • Internet Experience and Portability
    By:CatHughes
  • Mobile Internet: Customer Requirements
    By:CatHughes
  • Internet On-The-Go
    By:CatHughes
  • MID: Best Solution for Mobile Internet
    By:CatHughes
  • Demand for Mobile Internet Growing
    By:CatHughes
  • Consumer Demand for MIDs: CHINA
    Mobile Internet Users in China (in Millions)
    Growth in China’s Mobile Internet Users (in Millions
    Rapid Growth
    Users who accessed websites or WAP sites via mobile phones at least once in the previous six months: reached 73 million in June 2008
    44.9% growth rate from Jan 2008
    Current penetration rate of mobile Internet users in China is about 10%
    By:CatHughes
  • China’s Mobile Internet Users
    Most consumers use mobile phones to access WAP sites rather than websites, while the amount of Internet browsing is very low
    This is due to the fact that:
    There are few handsets that support Internet browsing or offer good Internet experience ( limitations of screen size, processing capability and operability)
    Most mobile Internet users are not PC Internet users and have little need to browse the Internet
    The growing use of Internet for gaming and entertainment create enormous potential for MID market
    By:CatHughes
  • China’s Internet and Mobile Users 2008
    By:CatHughes
  • China’s Internet and Mobile Users 2008
    Of China’s 73 million mobile Internet users, only ¼ have PC Internet experience
    Most mobile users are soldiers, students, hired help and laborers
    Those who are unable to access the PC Internet on a regular basis
    Accessing real Internet via mobile phone is possible though the experience remains poor
    Currently more than 250 million PC Internet users in China
    Full mobile Internet experience an urgent demand
    By:CatHughes
  • Preferred Applications for Mobile Internet Users vs. PC Internet Users
    Preferred Applications for Mobile Internet
    Preferred Applications for PC Internet
    By:CatHughes
  • Potential Users of MIDs
    By:CatHughes
  • MID Usage Analysis: Business Professionals
    “MIDs Meet Demand for: On-the-Go Communication, Business, and Information”
    By:CatHughes
  • MID Usage Analysis: Media-Savvy Consumers
    “MIDs Meet Demand for: On-the-Go Communication and Multimedia”
    By:CatHughes
  • MID Usage Analysis: Young Adults
    “MIDs Meet Demand for: On-the-Go Sharing”
    By:CatHughes
  • Web-Based Mobile Internet Developments
    By:CatHughes
  • Market Overview
    By:CatHughes
  • Key Drivers
    By:CatHughes
  • Consumer Demand for Internet Experience on MIDs
    MIDs: directly address demand for On-the-Go Internet
    By:CatHughes
  • Development of Internet Applications
    Current handheld devices still do not fully satisfy consumers: MIDs have potential
    By:CatHughes
  • Maturity of MID Value Chain
    Led by Intel the x-86 base MID camp has developed into a complete industry ecosystem where CPU core suppliers, chipset platform providers, OS vendors and third-party application developers, and OEM and carriers are all working together to push market forward
    ARM-based chipset vendors: TI and Nvidia also aggressively pursuing MID market in China thus all elements of the value chain growing together to drive MID market development
    By:CatHughes
  • Barriers
    By:CatHughes
  • Forecasts: China’s MID Market
    Assumptions for Optimistic Forecast
    Assumptions for Conservative Forecast
    Development of 3G and WiFi hotspots will be delayed or slower than expected
    China’s economic growth will slow to an average rate less than 8% over next four years
    The average price of MIDs will remain around $500-700
    Aggressive deployment and development of 3G cellular networks and WiFi hotspots
    China’s economy will continue to grow at average growth rate higher than 8% over the next four years
    Average price of MIDs to decline less than $300 USD by end of 2009
    MID Shipments in China reach 7.2 million by 2012
    MID Shipments in China reach 3.05 million by 2012
    By:CatHughes
  • Optimistic and Conservative Forecasts for MID Shipments in China: 2008- 2012 (millions)
    By:CatHughes
  • Optimistic and Conservative Forecasts for MID Shipments in China: 2008- 2012 (millions)
    By:CatHughes
  • MID Ecosystem Update
    By:CatHughes
  • Mobility Environment
    By:CatHughes
  • Cellular Network Developments in China
    Recent Developments
    In May 2008 China began plans for telecom restructuring
    By 2010 it is expected that 3G networks will be available nationwide
    By 2012 3G subscribers expected to reach 264.7 million
    3G Subscriber Forecast in China (millions)
    By:CatHughes
  • China’s Wi-Fi Outlook Also Optimistic
    Recent Developments
    Currently used in: households, office buildings, schools and public spots (airports, hotels, coffee bars, restaurants and supermarkets)
    It is estimated that 5 million household broadband users in China use Wi-Fi to access Internet at home
    China Telecom deployed over 10,000 Wi-Fi- hotspots and gained almost 8 million users in 2008
    Government planning to build Wi-Fi in major cities
    Wi-Fi Hotspots Forecast in China (in thousands)
    By:CatHughes
  • Ecosystem Overview
    Source: TI
    By:CatHughes
  • Ecosystem Value chain /Revenue Sources
    By:CatHughes
    Source: TI
  • MIDs Providing Returns to Operators
    The Prospect of Data ARPU
    Operators currently reporting decline in ARPU but data ARPU has risen somewhat
    Mobile devices that provide PC-like Internet experience can greatly increase the use of data services
    MID can provide benefits to operators as data traffic becomes heavier on mobile devices
    Operators planning to cooperation with MID vendors to provide customized MIDs embedded with their services
    ARPU changes from 2006-2008
    By:CatHughes
  • Internet Content and Applications
    By:CatHughes
  • User-generated Content and SNS Becoming the Center of Internet Applications
    Worldwide Share of Online Time
    Social Connections capture 16% of worldwide online time; this category didn’t even exist three years ago
    By:CatHughes
  • Mobile Internet Advancing More Rapidly than PC Internet in China
    Internet and Mobile Internet Trends
    By:CatHughes
  • Devices: MIDs based on Two Architecture Designs: x86 or ARM
    By:CatHughes
  • Comparison Between x86-Based and ARM-Based Chipset
    ARM-based chipset vendors are primarily cell phone chipset suppliers like TI and Qualcomm
    Intel is the main x86-based MID chipset vendor (Atom)
    By:CatHughes
  • MID Hardware Architectures
    By:CatHughes
  • Hardware Considerations
    Source: TI 2008
    By:CatHughes
  • MID Product Groups and Features
    By:CatHughes
  • MID System Architecture- Block Diagram
    By:CatHughes
  • MID System Architecture Considerations
    By:CatHughes
  • TI’s OMAP3xxx Soc for MID design
    By:CatHughes
  • Benefits of SOC in MID Design
    By:CatHughes
  • MID Software Architecture
    By:CatHughes
  • Software Architecture Overview
    By:CatHughes
  • What is Different in MIDs?
    By:CatHughes
  • Complete solutions for optimization and differentiation
    By:CatHughes
  • Software Stack for MID and Smartphone
    By:CatHughes
  • Software critical to device Success
    By:CatHughes
  • Summary:
    MID combines: Functionality, Portability and Connectivity to directly address the growing demand for a comprehensive “on-the-go internet experience”
    Key drivers of industry in China are Consumer Demand for Internet Experience, Maturing of MID Value Chain and Development of Internet applications
    Software and hardware developments both play integral role
    Optimistic and Conservative Forecasts for MID shipments in China: 2008- 2012 (millions)
    By:CatHughes
  • Sources:
    InStat Research:
    Texas Instruments : MID Market Overview and Webinar
    By:CatHughes