China Mobile Phone Design Industry Report, 2009-2010
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Mobile phone design industry has undergone fundamental changes.

First, mobile phone design and production patterns have changed completely. The upstream and downstream of industry chain penetrate into each other. The traditional mobile phone design companies that focused on buying chip sets, designing circuit boards and adding cases have gradually quitted. Instead, the upstream, midstream and downstream of industry chain are integrated vertically so that enterprises can master the difference of mobile phones more effectively.

Profit Comparison among All Sectors of Mobile Phone Design Industry Chain
 2010051401.gif

Source: ResearchInChina

It can be seen that the main impetus driving consumers to purchase mobile phones lies in the difference of models. Therefore, any link in the process of design and manufacturing that can enhance product differentiation will generate high profits.

The development trends of smart phones show that hardware differentiation plays a decreasing role in the value of mobile phones, while the differentiation in operating systems, applications and content services play an increasing one. Mobile phone manufacturers have shifted their focus from hardware differentiation to higher value-added links, such as operating system development or device and application software. That’s why HP acquired Palm's Web OS. Major mobile phone manufacturers, even operators, have launched their own Application Stores (App Store) to compete for developers and service providers in order to obtain competitive advantages in content and services.

However, the increasing significance of software and content does not indicate the insignificance of other aspects. For example, the improvement of software functions of smart phones and the wireless transmission of massive content data cannot be realized without the support of chip makers and operators. For example, smart phones consume a lot of electricity, so the progress of battery technology is essential.

Second, mobile phone design industry has been greatly expanded, and more and more operators, designers, content providers and software vendors have been involved in the industry, willingly or unwillingly.

Therefore, mobile phone industry, particularly China mobile phone industry, has become quite complex. China is the world’s only country that constructs three 3G communication networks simultaneously. The attitude of terminal manufacturers and chip suppliers toward 3G standards directly affects mobile users’ selection of network standards. Terminal manufacturers’ inclination and strategic orientation of operating system determines the functional diversification and product differentiation of mobile phones. Operators, hardware providers, software providers, mobile phone manufacturers compete to control terminals, which makes the already complicated mobile phone design industry become more sophisticated. The competitive pattern in China mobile phone design industry is sketched as below:

2010051402.gif
Source: ResearchInChina 

The expansion of industry chain has outdated the “plentiful models” tactic independently operated by manufacturers; the manufacturers with more upstream and downstream resources as well as an ecosystem which benefits upstream and downstream enterprises (particularly software and content providers) will have greater bargain power and more market shares.

This report sheds light on the relationship between the upstream and downstream of mobile phone industry, and delves into major hardware and software platform manufacturers in the mobile phone design industry, mobile phone manufacturers’ preference of operating systems, mobile phone case structure design companies, mobile phone industry alliances, and major mobile phone design companies in China.

The report also describes the design features and user attention of 11,626 mobile phones launched in China in 2007-2009. Design features include more than 50 parameters, namely, standard, type, call time (minute), standby time (hour), operating system, launch time, place of origin, memory, color of internal screen, materials of internal screen, screen size, color of external screen, photo sensor of digital camera, pixel of digital camera (in ten thousands), performance of digital camera, polyphonic ringtone, ringtone, version supported by WAP, web browsing, Bluetooth technology, voice-activated dialing, MP3 player, memory card, video format, recording, call firewall, input method, mail protocol, data & fax receiving, JAVA, Chinese input method, infrared interface, automatic switch, wireless protocol, alarm clock, built-in game, data line interface, phonebook, capacity of phonebook, phonebook grouping, SMS protocol, group sending of SMS, color, capacity of SMS, weight (g), length (mm), width (mm), height (mm), standard battery, accessories and so on.

Distribution of 11,626 mobile phones by Weight, 2007-2009

2010051403.gif

Source: ResearchInChina

1 Overview of Mobile Phone Design
1.1 Category
1.2 Industry Design
1.3 Mechanical Design
1.4 Hardware Design
1.5 Software Design
1.6 Project Management
1.7 Other Aspects

2 Mobile Phone Design Industry Chain
2.1 Industry Chain
2.2 Development Trends of Industry Chain 
2.3 Relationship Among All Sectors of Industry Chain

3 Mobile Phone Design Hardware Platform and Manufacturers
3.1 Mobile Phone Application Processor
3.1.1 Featured phone Processor
3.1.2 Smart Phone Processor
3.2 Qualcomm
3.3 MTK
3.3.1 Smart Phone Solution MT6516
3.3.2 TD-SCDMA Smart Phone Solution
3.4 ST-Ericsson
3.5 Infineon
3.5.1 3G Smart Phone Design Platform XMM6260
3.5.2 3G Smart Phone Design Platform XMM-6180
3.5.3 Low-cost 3G Smart Phone Design Platform XMM-6130
3.6 TI
3.6.1 Mobile Phone HD Camera Co-processor OMAP-DM5x
3.6.2 Smart Phone and MID Platform OMAP3
3.7 Broadcom
3.8 Spreadtrum
3.9 Summary of Mobile Phone Hardware Platform 

4 Mobile Phone Design Software Platform
4.1 Development of Smart Phone Drives Mobile Phone Software Development
4.2 Development of Mobile Phone Operating System
4.2.1 Nokia's Symbian
4.2.2 Apple's iPhone
4.2.3 Google's Android 
4.2.4 Microsoft's Windows Phone 7 
4.2.5 PALM's WebOS
4.2.6 Linux Mobile
4.2.7 Samsung's Bada
4.2.8 BlackBerry's RIM 
4.2.9 China Mobile's OMS
4.3 Preference of Mobile Phone Manufacturers in Operating System
4.3.1 Nokia
4.3.2 Samsung
4.3.3 LG Electronics
4.3.4 HTC
4.3.5 Motorola
4.3.6 Sony Ericsson
4.3.7 Others
4.3.8 Selection Strategies
4.4 Strategic Orientation of Operating System 
4.5 Role of Operators in Mobile Phone Software Development

5 Mobile Phone Case Structure Design Companies
5.1 BYD Electronic
5.2 Fu Yu
5.3 GEMS
5.4 Xin Kai Yuan
5.5 Goodbo
5.6 Mighty
5.7 Fosunny
5.8 Foxconn

6 China Mobile Phone Industry Alliance
6.1 TD-SCDMA Industry Alliance
6.1.1 Nature
6.1.2 Objectives
6.1.3 Business Scope
6.1.4 Members
6.2 CDMA2000 Mobile Phone R & D Industry Alliance

7 Development Trends of Mobile Phone Terminals
7.1 Development Trends of Mobile Phone Market
7.2 Development Trends of Mobile Phones

8 Key Companies in China Mobile Phone Design Industry
8.1 Techfaith
8.2 SIM Technology (Simcom)
8.3 Longcheer Holdings Limited
8.4 A’HONG
8.5 Yulong
8.6 Tianyu Communication Equipment
8.7 Huawei
8.8 ZTE
8.9 Lenovo
8.10 Arima
8.11 Quanta
8.12 Compal
8.13 HTC
8.14 Inventec

Appendix: Characteristics of Products Launched in Mobile Phone Market, 2007-2009  
Mechanical Design Process of Mobile Phone
Hardware Design Process of Mobile Phone
Software Design Process of Mobile Phone
Design Project Management Process of Mobile Phone
Mobile Phone Design Industry Chain
Profit Comparison among All Sectors of Mobile Phone Design Industry Chain 
Relationship among All Sectors of Mobile Phone Design Industry Chain
Market Shares of the World’s Major Non-smart Phone Application Processor Manufacturers by Value, 2008
Market Shares of the World’s Major Mobile Phone Platform Manufacturers by Revenue, 2009
Supply Relationship between the World’s Major Mobile Phone Platform Manufacturers and Mobile Phone Brands, 2009 
Market Shares of Major Mobile Phone Manufacturers in the World, 2009 
Market Shares of Major Mobile Phone Manufacturers in China, 2008-2009 
Operating Revenue of IC Suppliers in the World, 2009 
Global IC Industry, 2009 
Global Mobile Phone Chip Industry, 2009
Demand of the World’s Major IC Buyers, 2009-2010E
Market Shares of Smart Phone CPUs, 2008 
Market Shares of Smart Phone CPUs, 2009-2010 
Market Shares of Smart Phone CPU Manufacturers, 2009-2010 
Typical Top Mobile Phone Core
ARM Core Roadmap
Cortex-A9 Core Framework
STERICSSON U8500 System
Cortex A5 Block Diagram
Performance of Cortex A5
Business Models of Qualcomm
Seven Subsidiaries of Qualcomm
Financial Data of Major Subsidiaries of Qualcomm, 2008-2009
Revenue of Qualcomm by Region, 2006-2008  
QCT’s Revenue and EBT, Q1 2007-Q3 2009
Revenue and Gross Profit Margin of Qualcomm, 2000-2009
Chip Shipment of Qualcomm, 2002-2007
Proportion of Qualcomm’s Chip Shipment to Global Shipment, 2002-2007
Geographical Distribution of New Licensed Clients of Qualcomm, Jan.-Sep. 2009
Block Diagram of QSD8250
Mobile Phone Chip Roadmap of Qualcomm 
Main Baseband Chips of Qualcomm
MTK Platform Development and Features of Chips
X-Gold 618 Framework
Block Diagram of BP3 Entertain Solution
Revenue of TI by Business, 2007-2009
Operating Profit of TI by Business,2007-2009
OMAP Business Revenue of TI, Q1 2008-Q1 2010
Mobile Phones with OMAP3430
OMAP Roadmap of TI
Introduction to OMAP 4 Series 
Block Diagram of OMAP44X
Typical Application Diagram of OMAP44X 
Software Architecture Diagram of OMAP44X 
Block Diagram of SC8800H Baseband Chip
Mocor Platform
Market Shares of the World’s Major Mobile Phone Platform Manufacturers by Revenue
Supply Relationship between Major Mobile Phone Platform Manufacturers and Mobile Phone Brands in the World, 2009
Market Shares of Major Mobile Phone Manufacturers in the World, 2009
Market Shares of Major Mobile Phone Manufacturers in China, 2008-2009
Business Revenue of Global IC Suppliers, 2009
Global IC Industry, 2009 
Global Mobile Phone Chip Industry, 2009
Demand of the World’s Major IC Buyers,  2009-2010E
Market Shares of Smart Phone CPUs, 2008 
Market Shares of Smart Phone CPUs, 2009-2010 
Market Shares of Smart Phone CPU Manufacturers, 2009-2010
CPU Parameters of Common Smart Phones
Market Shares of Mobile Phones in the World by Category, 2009 (excluding Bandit Phones)
Market Shares of Mobile Phones in the World by Category, 2010E (excluding Bandit Phones)
Users’ Attitude to Operating Systems by Brand
Mobile Phone Software Platform Stack
Market Shares of Mainstream Operating Systems by Shipment, 2009
User Experience of Mainstream Operating Systems 
Comparison Among Mainstream Operating Systems
Market Shares of Mainstream Operating Systems by Shipment, 2009-2011
Symbian Platform Release Path
Framework of Symbian S60 Platform 
Newly-opened Application Stores of Apple, 2006-2009
Downloads of Application Software of Apple, 2006-2009 
Android Platform Release Path
Framework of Android Platform
Release Path of Windows Phone 7
Framework of Bada Platform 
Manufacturers that Support OMS System of China Mobile
Framework of Meego Platform 
Operating Systems of Samsung’s Mobile Phones, 2009 (by Sales Volume)
Operating Systems of Samsung’s Mobile Phones, 2011E (by Sales Volume)
Operating Systems of LG’s Mobile Phones, 2009-2011 (by Sales Volume)
Operating Systems of HTC’s Mobile Phones, 2009-2011 (by Sales Volume)
Global Mobile Phone Shipment, 2006-2010
Mobile Phone Output in China, 2000-2010
Smart Phone Shipment by Brand, 2009-2011  
Global Mobile Phone Shipment by Communication Technology, 2006-2010 
Global Mobile Phone Shipment by Region, 2006-2010 
Global Mobile Phone Penetration by Region, 2009
Number of Mobile Phone Subscribers and Penetration Rate in China, 2006-2010
Number of Mobile Phone Subscribers and Penetration Rate in China by Region, 2010 
Market Shares of Mobile Phones in the World by Category, 2009 (excluding Bandit Phones)
Market Shares of Mobile Phones in the World by Category, 2010E (excluding Bandit Phones)
Average Prices of Mobile Phones in the World by Category, 2006-2010 (excluding Bandit Phones)
Attention to Style of Mobile Phones in China, 2009
Attention to Color of Mobile Phones in China, 2009
Attention to Mainstream Functions of Mobile Phones in China, 2009
Attention to Touch Screen Mobile Phones in China, 2009
Attention to Standard in Chinese Mobile Phone Market, 2009
Market Shares of Operators in China, 2009 (by Revenue)
Attention to Chinese Mobile Phone Market by Brand, 2009
Development History of Techfaith
Business Structure of Techfaith
Mobile Phone Business Structure of Techfaith
Product Platform of Techfaith
Major Mobile Phone Design Platforms Adopted by Techfaith
Handheld Device Solutions of Techfaith
Mobile Phone Design Business Operation Process of Techfaith
Business Models of Techfaith
Major Clients of Techfaith
Business Revenue and Net Profit of Techfaith, 2005-2009
Business Revenue and Net Profit of SIM Technology, 2005-2009
Corporate Structure of Longcheer Holdings Ltd
Main Customers of Longcheer
Main Partners of Longcheer
Business Revenue and Net Profit of Longcheer Holdings Limited, 2005-2009
Mobile Phone Sales Volume of A’HONG, 2005-2009
Main Partners of YuLong
Industry Solutions of Yulong
ZTE’s Product Potfolio
Revenue of ZTE by Business, 2009
Total Revenue and Mobile Phone Business Revenue of ZTE, 2006-2009
Arima’s Organization Chart
Business Revenue of Arima, 2008-2009
Mobile Phone Shipment of Arima, 2009-2010E
Monthly Business Revenue of Arima, 2007-2009
Business Revenue and Net Profit of Arima, 2006-2009
Debt Ratio and Inventory Turnover of Arima, 2006-2009
Quanta’s Organizational Structure
Business Revenue of Quanta, 2006-2009
Revenue of Quanta by Product, 2010
Monthly Business Revenue of Quanta, 2007-2009
Business Revenue and Net Profit of Quanta, 2006-2009
Debt Ratio and Inventory Turnover of Quanta, 2006-2009
Business Revenue and Profit of Compal, 2008-2011E
Mobile Phone Shipment of Compal, 2009-2010E
Business Revenue of Compal by Product, 2009 
Mobile Phone Shipment and Average Prices of HTC, 2009
Mobile Phone Shipment of HTC by Region, 2008-2009
Business Revenue and Net Profit of HTC, 2006-2010 
Business Revenue Structure of Inventec by Product, 2010 
Mobile Phone Shipment of Inventec, 2009-2010E
Business Revenue of Inventec by Product, 2009-2010
Distribution of 11,626 mobile phones by Standard, 2007-2009 
Distribution of 11,626 mobile phones by Bar Phone / Slide Phone/ Flip Phone, 2007-2009
Distribution of 11,626 mobile phones by Communication Time, 2007-2009
Distribution of 11,626 mobile phones by CPU, 2007-2009
Distribution of 11,626 mobile phones by Standby Time, 2007-2009
Distribution of 11,626 mobile phones by Operating System, 2007-2009
Distribution of 11,626 mobile phones by Launch Time , 2007-2009
Distribution of 11,626 mobile phones by Memory Type, 2007-2009
Distribution of 11,626 mobile phones by Internal Screen Color , 2007-2009
Distribution of 11,626 mobile phones by Internal Screen Materials , 2007-2009
Distribution of 11,626 mobile phones by Screen Size , 2007-2009
Distribution of 11,626 mobile phones by Features of Digital Cameras, 2007-2009 
Distribution of 11,626 mobile phones by External Screen Color , 2007-2009
Distribution of 11,626 mobile phones by Photo Sensors , 2007-2009
Distribution of 11,626 mobile phones by Camera Pixels, 2007-2009
Distribution of 11,626 mobile phones by Polyphonic Ringtones , 2007-2009
Distribution of 11,626 mobile phones by Ringtone Functions , 2007-2009
Distribution of 11,626 mobile phones by WAP Versions , 2007-2009
Distribution of 11,626 mobile phones by Web Browsing , 2007-2009
Distribution of 11,626 mobile phones by Bluetooth , 2007-2009
Distribution of 11,626 mobile phones by Voice Control Dialing , 2007-2009
Distribution of 11,626 mobile phones by MP3 Players , 2007-2009
Distribution of 11,626 mobile phones by Memory Cards , 2007-2009
Distribution of 11,626 mobile phones by Video Formats , 2007-2009
Distribution of 11,626 mobile phones by Recording Function , 2007-2009
Distribution of 11,626 mobile phones by Call Firewall , 2007-2009
Distribution of 11,626 mobile phones by Input Modes , 2007-2009
Distribution of 11,626 mobile phones by Mail Protocol , 2007-2009
Distribution of 11,626 mobile phones by JAVA , 2007-2009
Distribution of 11,626 mobile phones by Chinese Input Methods , 2007-2009
Distribution of 11,626 mobile phones by Infrared Interface , 2007-2009
Distribution of 11,626 mobile phones by Automatic Switching , 2007-2009
Distribution of 11,626 mobile phones by Wireless Protocol , 2007-2009
Distribution of 11,626 mobile phones by Alarm Function , 2007-2009
Distribution of 11,626 mobile phones by Built-in Games , 2007-2009
Distribution of 11,626 mobile phones by Data Line Interface , 2007-2009
Distribution of 11,626 mobile phones by Items of Phone Book , 2007-2009
Distribution of 11,626 mobile phones by Phone Book Capacity , 2007-2009
Distribution of 11,626 mobile phones by Phone Book Grouping , 2007-2009
Distribution of 11,626 mobile phones by SMS Protocol , 2007-2009
Distribution of 11,626 mobile phones by Mass SMS Sending , 2007-2009
Distribution of 11,626 mobile phones by Color , 2007-2009
Distribution of 11,626 mobile phones by SMS Capacity , 2007-2009
Distribution of 11,626 mobile phones by Weight , 2007-2009
Distribution of 11,626 mobile phones by Length , 2007-2009
Distribution of 11,626 mobile phones by Width , 2007-2009
Distribution of 11,626 mobile phones by Height , 2007-2009
Distribution of 11,626 mobile phones by Standard Battery , 2007-2009
Distribution of 11,626 mobile phones by Accessories , 2007-2009

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