Analyst Day Presentation Presenter: Dr. Yi Kang Multimedia Development SPREADTRUM
SPRD well positioned for Mobile TV CMMB Market Ready to Ramp Much lower infrastructure needed than 3G network 5-6 towers, transmitting at 1kW in the UHF band (U band), gives full coverage out to Fifth Ring Road in Beijing Efficiency of UHF (explains why FCC making money auctioning UHF spectrum) Expected to have CMMB network in 37 cities by August 2008, with network installation planned for another 300+ cities in 2009. Area covered by CMMB signals will increase further once a planned satellite is launched. Spreadtrum introduced 6600V in May Industry s first demodulator/decoder chip for CMMB-based mobile TV Can work as stand-alone or with host processor Spreadtrum has already qualified needed RF partners ADI/Integrant and Mirics Volume revenue expected post-olympics. 2
Mobile TV Market In China (K Units) 40,000 35,000 30,000 25,000 20,000 15,000 10,000 Notebook PCs Cars PMPs Mobile Handsets 5,000 0 2007 2008 2009 2010 2011 2012 Source: isupply, 2008 Olympic Games expected to greatly promote mobile TV and market forecasted to take off right after Olympic Games Mobile TV market viewed as a bright spot for handsets in 2008 and beyond TV on non-handset mobile devices also expect to boom. 3
Driven by Consumer Needs Mobile TV Mobile TV seen as a killer application on mobile phones MoTV Interested Other Source: CM CC 2007. 4
Analog Mobile TV Will Phase Out In China Development of Analog Mobile TV Market Market Size 2003 2008 2010 Time Source: In-stat 2007/12 The analog TV shipment will be downward starting 2009 globally In China, most of cities are crowded with tall buildings directly resulting in poor receiving quality of analog TV signal. The analog TV in China is not going to take off. 5
Why CMMB? Endorsed By SARTF - Developed by SARTF research arm - Adopted by SARTF as its industry standard (GY/T 220.1/2/3/4/5) - Has frequency from SARTF - Has broadcast license from SARTF Quicker First to Market / Commercial Ramp than other Standards - Only standard that can be broadcasted during Olympics - Only standard that has a deployment schedule - Only standard that has nationwide coverage. 6
CMMB Status Satellite S Band Beijing Shanghai Shenzhen 6 Olympic Cities+2 Cities (Shenzhen/ Guangzhou) 37 Province Capital & Special Cities >300 Major Cities U Band U Band U Band U Band 2008/Q1 2008/Q2 2008/Q3 2008/Q4 2009. 7
CMMB Advantage: From Existing Network. 8
CMMB Advantage: Nationwide Coverage Downlink Uplink Broadcast Channel Ku Uplink Distribution Channel Ku Downlink Broadcast Channel S Distribution Channel Ku. 9
6600V Development March 2007 Project Launch March 2008 Received 1st sample chip Demo made on the first cut May 2008 6600V announcement. 10
Our Solution to Mobile TV CMMB Tuner GSM/GPRS /EDGE /TD-SCDMA Platform SC6600 SC6800 SC8800. CMMB Demodulator SC6600V MPU PMU Video/Audio Decoder LCD Memories SDK Tools DVB World First Single Chip CMMB Demodulator/Decoder. 11
Product Information An advanced CMMB demodulator and H264/AVS audio/video decoder chip, targeting Chinese mobile digital TV products. Key Feature: Supports CMMB mobile TV standard Supports both H.264 and AVS video decoders Supports MPEG audio layer 1/2, MP3, AAC LC, AAC + (LP), DRA decoder Supports RGB and MCU LCD interfaces Mainstream CMMB RF interface, to support external tuners Supports 16-bit SDR/DDR Integrated power management unit (PMU) Low power consumption. 12
TV phone configuration. 13
6600V Competitiveness On Handsets Lower System Cost - Single Chip for CMMB demodulator and H.264/AVS decoder - No AP is needed (Save additional memory required by AP) Single Platform - Single SW platform for TV and Phone - Concurrence of TV and Phone Functions - Total Solution for TV and Phone Platform Full Compatibility - AVS is in CMMB - Only CMMB chip supporting AVS. 14
Applications - Standalone solution. 15
6600V Competitiveness On Non-handset Devices Lower System Cost In CMMB Solution - Single Chip for CMMB demodulator and H.264/AVS decoder and ARM - No AP is needed (Save additional memory required by AP A Total Solution to MP3/MP4/PMP Market - MP3 included - MPU included - PMU included - Easy to design. 16
Evolution of Mobile TV Solution High Integration - Tuner Included - Audio DAC included Multi-standard - TMMB/T-DMB - DVB-H Cost down - Memory Saving - Die size shrink. 17
Product Roadmap Dnube Multi-standards H264/AVS SC6600V CMMB H264/AVS 2007 2008 2009 2010. 18
Mobile TV Standards In China Channel Standard Source CAS CMMB Broadcast Standard By SARFT Beijing, Shanghai, Shenzhen, Planned (6+2)/37/300 H.264/AVS Yes T-DMB Trial in China Guangzhou, Shanghai, Beijing, No future plan H.264 No TMMB In Standardization No deployment yet H.264 NA DMB-TH GB for Terrestrial A lot cities. But need changes to be on handset MPEG2 Yes DVB- H/Mediaflow EU Standard/US NA H.264 Yes. 19