Opna: Fulfilling the Needs of Operator Brand Services

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Opna Fulfilling the Needs of Operator Brand
Services David Tian, Ph.D. CEO, Pollex Mobile
Software Co. Ltd.
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Meeting Agenda Pollex in Brief Changes of
Operator Environment Pollex Opna Platform
Applications Fulfilling the Needs of Operator
Brand Services
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Pollex in Brief

• A leading independent mobile software product
  service provider backed by JAFCO Asia, W.I.
  Harper, Intel Capital, and Samsung Venture.
• A Strong Team
• A diversified and experienced management team
• 160 employees (as of Aug 2005)
• ISO 9001 2000 CMM-3 Certification
• Tracked record of real world products services
  experience
• Memberships
• Open Mobile Alliance (OMA)
• China Mobiles Mobile Terminal Technology Forum
  (MTTF)
• Open Mobile Terminal Platform (OMTP)
• Mobilinux Open Framework

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Pollexs Position in Value Chain
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Pollexs Solution Categories
Pollex MMI Applications Suite
Pollex Applications Suite
Pollex Applications WAP, MMS, DRM, SyncML,
Email
Pollex FeaturePhone Solution
Pollex SmartPhone Solution
Customer MMI Framework
RTOS
Linux
RTOS
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Pollex Real World Experience

• Feature phones
• ODM Partners Customers Unismobile, DC
  Wireless, Vonga (Korea), Hyunwoo (Korea), Dbtel,
  COSUN, TCL, JCT
• Smartphones
• ODM Partners Customers Techfaith, NEC, Lenovo,
  Konka, CECT, Haier, Panda, Eastcom, Benefon
  (Finland), China Unicom, Capitel, Kejian

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Pollex Customer Support Services

• Porting and Integration Support
• Provide the customers and partners with reference
  MMI source code, enabling rapid modification to
  support new features.
• Pollex Mobile has field engineers in Shenzhen and
  Shanghai, enabling hands-on development and
  testing support for our OEM and ODM partners.
• QA Testing and OMA-Compliance Testing
• Proven QA test methodology test plans, bug
  tracking, regression testing and summary report.
• Pollex Mobiles own automated test software with
  library of thousands testing cases
• Attending OMA Test Fests to fully validate the
  applications prior to critical wireless operator
  IOT and field testing.
• IOT and Field Testing Support
• Pollex Mobile fully supports the customers during
  IOT and network testing to ensure final operator
  acceptance of OPNA-enabled handsets.
• Pollex Mobile's field engineers can work with
  OEM/ODMs and mobile operators in the field to
  achieve full handset applications and services
  compliance.

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Meeting Agenda Pollex in Brief Changes of
Operator Environment Pollex Opna Platform
Applications Fulfilling the Needs of Operator
Brand Services
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Key Challenges for Operators

• Global - Globalizing industry takes competition
  on services into new era
• Applications - Increasing role of applications
  and content takes telecommunication business
  nearer to software business
• Fragmenting - Fragmenting user groups require
  tailored and managed services, pressure for
  serving all time smaller customer segments
  strengthens

Theres more than ever room for innovation in all
levels, incl. new applications, services and
business models
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Shift in Technology Focus

• Devices
• Terminals as computing systems
• Processing capability has shifted from networks
  to terminals
• Standardized programming interfaces like Java
• Applications and contents download
• Open operating systems such as Linux
• Networks
• Speed with EDGE/WCDMA/TD-SCDMA/CDMA 2000 WLAN
• Service with network evolution and Internet
  technologies
• Applications
• Enabling technologies for new services.
• LBS, streaming media, 3D gaming, etc
• End-to-end management
• Services, networks, security

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More and More Services Choices for Users
Mobile Operator
Subscribers
Telecom Operator
ICP
Audio TV Operator
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Change Towards More Operator Control
Vendor phones Vendor driven horizontal market
Customizable 3rd party OS
Co-branded phones Vendor/operator driven market
Vendor phones with vendors own OS
Operator phones Operator driven vertical market
Customizable 3rd party OS Vendors own OS
2003 2005 2007
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What Operators Want ?

• Operators want to own the mobile terminal (user
  interface, core services, brand)
• Operators use customization and co-branding
  services but also bring exclusive models (for
  example, CMCC Dopod) and are aiming to
  disintegrate manufacture dominating position
  (activities like MTTF and OMTP)
• In Japan, operators are actually driving the
  value chain.

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Complex Terminal ArchitectureHow to Gain More
Control ?
Integrate more and more functions in mobile
terminals
Design
Brand
Interface
UI
Services
MMS/SMS IM Email USSD
Phone/ VOIP
P T T
Music/ Picture/ Mpeg
WAP
J A V A
LBS
E business
Security Management,Smart phonebook,Dynamic
download,PIM
Services Management support
DRM WPKI Provisioning UA Profile
STK QoS
Display, CPU, Memory, Keyboard)
IrDA Bluetooth
(WCDMA, Wifi WLAN...)
Function Hardware Interface
SIM-ME
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Meeting Agenda Pollex in Brief Changes of
Operator Environment Pollex Opna Platform
Applications Fulfilling the Needs of Operator
Brand Services
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Pollex Mobile Application Framework - Opna
User experiences
Native Applications
J2ME Applications
SDK
Programming Guide
APIs
Components
App Framework
API Reference
JAVA
Opna
UI tools
Simulator
Compiler
Baseware
Sample Source Code Library
OSAL(RTOS,DAL)
Mobile Engine
Windows
RTOS
GSM/GPRS/TD-SCDMA/WCDMA Protocol Stack
Drivers
Target Device
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Opna Key Characteristics

• Fully-integrated
• A complete mobile software platform
• Rich-feature application suite
• Open-Standards compliant
• OMA compliant
• Operator standard compliant
• Pre-certified
• Fully tested comprehensive and testing tools
• OMA interoperability test fests
• Rigorously field-testing around China and Europe

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OPNA Key Characteristics (Contd)

• Portable
• OS independent Nucleus, other RTOS, Linux
• Pre-integrated with different chipsets TI
  Claypso, TI OMAP, Skyworks Peagus, Infineon
  E-Gold, Intel PXA27x
• Flexible and Customizable
• Adaptation from feature phones to smartphones
• Open user interface framework
• Operator brand themes and menus
• Enabling manufacturers to quickly develop highly
  differentiated and unique handsets. 
• Development environment
• Windows-based simulator
• Rapid MMI prototyping and testing of "look and
  feel
• Simple and fast migration to production handset

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Pollex Opna Roadmap

• Version 1.1
• Application Mgnt
• Games
• PIM
• Telephony
• Media Player
• FM Radio
• JPG,GIF,BMP,PNG
• MP3, AMR, MIDI
• MPEG4
• JTWI
• MIDP2.0
• CLDC1.1
• MMS1.1
• WAP2.0
• DRM 1.0
• Email
• IrDA

Version 2.0
Functionalities
Version 1.3

• 3D Games
• WiFi
• H.264
• Push Email
• SVG
• Dynamic Service Menu

• Dynamic UI
• DAB
• T-DMB
• DVB-H
• Device Management
• VoIP
• PTT

Version 1.2

• Java 3D/Jazalle/
• Hotspot
• MMS1.2
• SyncML1.1.2
• Bluetooth
• GPS

What we Have Now
2005/Q3
2005/Q4
2006/Q2
Time
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Pollex DSM - Dynamic Service Menu

• Pollex DSM is a solution for operators to
  dynamically update service menu at any moment.
• Pollex DSM bring a native service for city,
  company, club, etc.
• Pollex DSM realize individual service for
  music-fan, reader, film-fan, etc.

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DSM - Add New Services
How to use?
New Services
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DSM - Update Information
Michelle 13901015780
10086
Send SMS to 6600 Content XYZC 13901023456
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DSM - Native Services
Get Native Menus
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Summary

• Operator brand UI and Service will dominate the
  mobile phone soon
• More Innovation will be emerged by operators
  driven.
• Flexibility, Dynamic and Open will be key
  features for mobile phone software platform
• Fully test and OMA complaint applications support
  operators service well

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Thank You!