GPS Enter Mobile Phone Segment

7/31/2019 GPS Enter Mobile Phone Segment

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June / 2007

GPS enter mobile phone segment


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GPS market macro-view

Case study- MiTAC story

Topic one : GPS Market Outlook

Topic two: 3601 product proposal

Content


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Opening


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Term definition : PNDPND = PDA + GPS + Security + PMP

Navigation+MP3

Security

PND

Personal

Naviga

tionDevices

Personal Entertainment

Navigation+PMPAudio

Navigation+Game

Nokia330

MioH610

IntegratedCommunications

Products

Personal Video Players

Navigatiom+Camera

Navm

anPix

Navigation+Speed alarm

GSM/GPRS

Navigation+Safety Camera

Video

Navigation+XM Satellite Radio

StreetPilot2820

tomtomGO910

BluetoothWiFi VoIP

Networking

Garmin nuvi

660

Nokia330

MioA701

PersonalSecurity

TelematicsCar Security

Traffic Reports

Golf

Applications

tomtomGO910

( Source: MIC, March 2007)


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GPS Applicationscatch eyes in 2007 major consumer electronics show !

Dash Express

GPS could be the next hot trend!

Point-of-interests database served up byYahoo

Two-way connectivity( cellular & Wi-Fi )

Best of CES Award 2007

N95

Symbian S60 v3.1

WCDMA / HSDPA /

Wi-Fi / WLAN

16M color 2.6 TFT

5.0 MP camera

GPS / TV-out

*MSRP : NT$27,900

T815 receiver

Bluetooth connectivity

Spoken instruction, on-screen maps.


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Topic One: GPS MarketOutlook


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GP


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GPS

WW main GPS brand maker shipment & market share

2004 2005 2006 2007

volume share(%) volume share(%) volume share(%) volume share(%)

TomTom 20 5.9% 170 31.5% 470 33.8% 850 40.1%

Garmin 60 17.6% 110 20.4% 310 22.3% 500 23.6%

Mio 30 8.8% 80 14.8% 160 11.5% 310 14.6%

Navman 160 7.5%

Others 230 67.6% 180 33.3% 450 32.4% 300 14.2%

Total 340 100.0% 540 100.0% 1390 100.0% 2120 100.0%


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GPS phone Global Market Size

Research Institute In-Stat predicts global GPS phonemarket will reach over in 2010.


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China GPS device forecast

2008 GPS device shipment in China attain 0.8 million

Opportunity China is potential market, especially forthe

Olympics in 2008.

Limit

(1) Politic strategy due to safety.(2) Map data is updated too slowly, while

construction is growing too fast.


12/461212Source U.S.GPS Industry Council 2006

Global GPS application type (2004&2008)

Top1

To

p2

Top1

Top2


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TomTom

NaviflashSource IEK 2005

GPS Industry Scope

TomTom

Software

MediaTek


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Communications NetworkSynchronizationand Timing

Surveying&

Mapping

Fishing&Boating

OffshoreDrilling

Recreation

Trucking&

Shipping

PersonalNavigatio

n

Aviation

Railroads

PowerGridInterfaces

Major GPS Markets

SatelliteOperations


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Main Players in GPS field

GPSWorl

d

General GPS company IT companies

Mobile Phone Company Consumer Electronics


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GIS is the key

GIS (Geographic Information System) application becomes the key

role in LBS development

Google Maps

Google Local Search& DirectionGoogle Ride Finder

Google Earth

Cooperate with Dash Navigation

to launch Dash Express in CES2007

Virtual Earth

Platform

Dash Express

GPS, Cellular Phone, WiFi

All In One!


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GPS Products(1) Car Navigation

Easy-to-use operating interface

Suitable for drivers who use GPS for the first time

Car Navigation

Navigation Software MapSourceCity NavigatorSiRF StarIII Chipset

3.5 display997422mm / 144.6g1GB Flash memoryMP3 player

Garmin nuvi 350 Mio C22

Navigation Software MioMapSiRF StarII LP Chipset

3.5 display1078023mm / 110gMP3 plyer

TomTom GO 710

SiRF StarIII Chipset 4 LCD Touch Screen

1128166mm / 300gBuilt-in 64MB memory / support SD

Card

Smart extras: iPod control, home

dock and much more besides


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GPS Products(2) Receiver

Important tasks of a GPS receiver Prepare received signals for signal processing Find satellites visible to the receiver Calculate position

GPS Receiver


SirF Star III chipset

Nokia LD-3WTomTom



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The latest bluetooth GPS receiver

H:13.4 mm.

L:82.0 mm

W:41.0 mm

1. SiRF Star III 2. SPP

3. 2.0 4. 5. GPS 6. 11 7. ( 10 )

8. WAAS EGNOS ( )


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GPS Products(3) GPS PDA

Embedded antenna for convenient use.Too many programs in GPS PDA may make the system unstable orbreak down.

GPS PDA

Navigation Software MioMapSiRF StarIII Chipset

3.5 display115.67217.8mm / 170g512MB Flash memoryWindows Media Player,

bluetooth, Wi-Fi

Mio P550 HP Ipaq RX1950

Navigation Software PaPaGOSiRF StarIII Chipsett

3.5 display113.670.613.5mm / 123g64MB Flash memory

Wi-Fi

ASUS MyPal A696

Navigation Software ASUS Go Map

SiRF StarIII Chipset

3.5 display11770.815.7mm / 165g128MB Flash memory


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GPS Products(4) GPS Phone

All-in-one device of GPS, PDA, Communications Complicated functions may cause slower operation. Higher price and higher power consumption.

Navigation Software PaPaGO

SiRF StarIII chipset

2.8 display

1085816.8mm / 130g

2.0 MP camera / FM radio

Dopod P800W HTC P3300

Navigation Software TomTom Navigator6

Windows Mobile 5.0

2.8 display

108x58x16.8mm / 130g2.0 MP camera / Bluetooth 2.0

GPS PDA Phone / Smartphone

Symbian S60 v3.1

WCDMA / HSDPA / Wi-Fi / WLAN

16M color 2.6 TFT

5.0 MP camera

TV-out

Nokia N95


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GPS & Convergence Trend

Portable EntertainmentLBS

GPS is also being added to other applications


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GPS Phone driver

Technology improvement- Chipset module downsize and price down

Government Policy(US-E911,Europe-E112,Japen-)

Value-Add service (LBS)


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Ca

MiTAC group story


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1982

1985

MiTACset up

Releaseown brand

2002

2000

The millennium Release Andadd brand name Mio

Mio DigiWalkerranks among theTop 5 handheldvendors in theworld. (IDC)

2005

2007

MiTACcompletesacquisition ofNavman PND

1998-1996 MiTAC

(Unit: NTD $thousands)

MiTAC group story

2003world's first PDA

with integrated GPS(Mio 168)

2005

TW firstGPS PDAphone(Mio A700)

PC age

Consumer age


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Table MiTAC 2007 productmix

MiTAC operating status

Table MiTAC GPS device shipmentforecast

Table MiTAC GPS device shipment area andcustomers

2008: 700

Top1


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Old technology (PDA) + New application (GPS)

Key issue

Mindset change: product position redefinition

Traditional model

PDA focus on enterprise user

GPS is for professional use(ex: hike engineering)

GPS is additional function forPDA

Different thinking

PDA market GPS market

GPS is theme, PDA Function is plus

Product Strategy: consumer demand(lifestyle first focus on car driver

market)

Channel Strategy: direct cooperation

with Euro operator

boundary

MiTAC operating status


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MiTAC 2006 GPS product outlook-1

MiTAC Low end product added into MP3 function


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MiTAC 2007 GPS product sketch

2007 focus on 4.3 inch model :C720 and C520


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GPS device price range


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MiTAC bring GPS into mobile phone segment

A701 Specifications


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A701 Specifications

Hardware

CPU Intel PXA-270 520MHz

GPS Chipset SiRFStarIII

TMC External, Optional

GSM Module GSM 900/1800/1900 and GPRS

Memory / ROM 128MB ROM/64MB RAM

Memory Slot SD/MMC. SD/IO compatible

Display Type Touchscreen, 2.7" color Resistive LCD, LED Backlighting, 65K colors

Display Resolution 320x240

Display Orientation Landscape/PortraitBattery Swappable Lithium lion Battery / 1300mAh

Talk time: 4h, Standby time: 200h

Bluetooth Technology Bluetooth wireless technology 1.2

USB USB 1.1

Camera 1.3 megapixel

Micprophone Built-in MonoSpeaker Built-in

Earphone Jack 2.5 mm mini jack

Dimension 117*59*21.8 mm/150g

Software

Operating System Microsoft Windows Mobile 5.0

Navigation Software Compatible with most Windows Mobile 5.0 on-road or off-roadnavigationsoftware in portrait or landscape

GPS device buying decision


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Display Size

2D or 3D display view

SiRF Receiver Test

Mounting Hardware

Battery Life

User Interface

Mapping Software

Traffic Service

Traffic TMC Hardware included?

Traffic Information Accuracy

BlueTooth Interface

Audio Quality

Text-to-Speech Quality

MP3 Music Storage

Enroute PIO, nearby POI on your route

Route Options

Display performance under direct sunlight

Text readability

Quick Spell input search feature

Trip Planning (multi-destination routing)

GPS device buying decision


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GPS/PNDindustry

GPS

application

Handsetindustry

HW/System

integration/Mass production

Arimacomm GPS phone feasibility

GPSphone

GPS softwarecompany/3rd party


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Topic two: 3601 productproposal


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Q & A


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Back Up Slide


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GPS

> GPS

> GPS

> GPS GPS

> GPS GPS GPS PDA

( GPS PDA )

> GPS

>

> PDA > Telematics

>

> A-GPS 3G A-GPS > GPS LBS( ) GPS

( GPS )


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GPS

>

(1) ( )

(2) ( )

(3) ( bluetooth, )

G S


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GPS

> SoC trend> GPS


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GPS

:GPS 2002 $25 2006 $8-$10

GPS Ph PND ?


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GPS Phone or PND ?

TomTom Taco Titulaer Canalys GPS 2

GPS

PND User Interface UI

2007 CeBIT SIM PND , 2007 Intel Xscale Dopod

GPS Gate5 GPS

> GPS A-GPS LBS

PND GPS

Gartner

> GPS > 2010 4 GPS

> 2010 GPS GPS

TomTomGO715


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TomTom Plus

These services have to be used and downloadedthrough cellular networks(GPRS UMTS EDGE

CDMA) on a mobile phone, and then these informationcould be transmit to GPS device via bluetooth.


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GPS-enabled mobile phones

Bring GPS to the mobile market

Documents

GPS Enter Mobile Phone Segment