The World Leader in High Performance Signal Processing Solutions
Semiconductor and SW Innovation
Wireless Handset Profits
Zhemin Li
Director of Asia Wireless Application Center
Analog Devices, Inc.
Wireless Industry in Transition
Communications Consumer
Phone Multimedia
Regional Global
2
Underlying Technology Changes in
Response to These Market Trends
Multimode Multi-band
GSM/EDGE
Work Everywhere
WCDMA
Stereo
High-res Images Voice
Video
Digital TV
Messaging
Broadband
Applications
Flexible Software
3
Analog Devices: Semiconductor Innovations
4
Every Cellular Phone Call Made Anywhere
in the World Passes Through an ADI Chip
Alcatel NEC
Andrew Nokia
Ericsson Nortel
Fujitsu Panasonic
Hitachi Powerwave
Huawei Putian
Japan Radio Corp (JRC) Samsung
Hitachi Kokusai Sanyo
Kyocera Siemens
Lucent UTStarcom
Mitsubishi Xinwei
Motorola ZTE
5
ADI’s Analog & DSP, RF Technology
Enables Handset Evolution
EDGE 010110010101100101011001 010110010100100101011001 10110010101100101011001
GPRS 01011001 01001101 01011001
GSM 0 1 0 1 1 0 0 1
Message:
Let’s meet for
dinner after
work at Joe’s.
6
ADI Innovations Drive Growth & Profits
7
ADI Expertise from Microphone to Antenna
RF
Stereo
Converters
Power Management
DSP
Voice
8
SoftFone® Facilitates New Phone
Features With Software Changes
Image Compression
01100101011110001011010010100101011010010110100
10101101001011010010110101010101011010101101011
Java
10100101100101101011010010110101010010110101010
Streaming Video
11010110100101101011010010110100101110100101101
GSM
00110010110111000011011001010111100010110100101
Games
MMS
00101011010010110100101011010010110100101101010 GPRS
10101011010101101011101001011001011010110100101
Graphics
10101010010110101010110101101001011010110100101
10100101110100101101001100101101110000110110010
Streaming Audio
10111100010110100101001010110100101101001010110
WCDMA EDGE
10010110100101101010101010110101011010111010010
11001011010110100101101010100101101010101101011
Polyphonic Ring Tones
01001011010110100101101001011101001011010011001
01101110000110110010101111000101101001010010101
Email Camera
10100101101001010110100101101001011010101010101
TD-SCDMA
10101011010111010010110010110101101001011010101
9
Our Chips Enable Award-winning Products
2004 Consumer Electronics Show
Winner - Best of Innovations -
Danger hiptop
2004 3GSM World Congress
Winner - Best Mobile Application
or Service - Corporate Market -
Vodafone Mobile Connect Card
2004 PC Magazine
Editors Choice Award - RIM
BlackBerry 7100t
2003 3GSM World Congress
Winner - Best Mobile Handset -
Sharp GX-10
10
Wireless Technology in Transition
TD-SCDMA
W-CDMA cdma2000
UMTS FOMA W-CDMA
cdma2000
11
Software-Defined Base Band
HSDPA
01100101011110001011010010100101011010010110100101011010
HSUPA
01011010010110101010101011010101101011101001011001011010
11010010110101010010110101010110101101001011010110100101
10100101110100101101001100101101110000110110010101111000
cdma2000
10110100101001010110100101101001010110100101101001011010
10101010110101011010111010010110010110101101001011010101
1XEV-DO
00101101010101101011010010110101101001011010010111010010
11010011001011011100001101100101011110001011010010100101
1XEV-DV
01101001011010010101101001011010010110101010101011010101
10101110100101100101101011010010110101010010110101010110
10110100101101011010010110100101110100101101001100101101
Multimedia
11000011011001010111100010110100101001010110100101101001
01011010010110100101101010101010110101011010111010010110
TD-SCDMA
01011010110100101101010100101101010101101011010010110101
10100101101001011101001011010011001011011100001110110110
12
Advantages of Software-Defined Base Band
13
3G Handset Requires 2G Features & More
Cost
Size
Power
1G 2/2.5G 3G
14
ADI Announced SoftFone® Platforms
for TD-SCDMA and WCDMA in November 2004
15
TD-SCDMA Single Mode LCR Mobile Phone
Chipset
FLASH
NOR
NAND
Normal RAM
Page Mode SRAM Camera
Burst Mode PSRAM Module
OthelloW-Tx Mixed-Signal + Blackfin Based Color
PA (AD6541) Display
Power Digital
Filter Management Baseband
OthelloW-Rx Keypad
Switch (AD6547)
StratosL MonacoLCR
USIM USB MMC SD BT USC
2H05
PRODUCT
16
TD-SCDMA SoftFone-LCR Dual Model (TD-
SCDMA/GPRS) Mobile Phone Chipset
FLASH
NOR
NAND RAM
Normal SRAM
Page Mode PSRAM
Burst Mode SDRAM
TDD Direct Dual Mode
Conversion Blackfin Based Color
PAs Mixed-Signal + Display
OthelloLCR (2) Power Digital
Filters Baseband
GPRS Direct Management
Switches Keypad
Conversion StratosT MonacoLCR
OthelloG
SIM USB MMC SD BT USC Camera
Module
Replace OthelloE with
OthelloG for GSM/GPRS
17
SoftFone-W Dual Model (WCDMA + EDGE)
Mobile Phone Chipset
FLASH
NOR
NAND RAM
Normal SRAM
Page Mode PSRAM
Burst Mode SDRAM
Direct Dual Mode
Conversion Blackfin Based Color
PAs Mixed-Signal + Display
OthelloW (2) Power Digital
Filters Baseband
Direct Management
Switches Keypad
Conversion StratosW MONZA
OthelloE
SIM USB MMC SD BT USC Camera
Module
Replace OthelloE with
OthelloG for GSM/GPRS
18
ADI Othello® Radios
EDGE 3G&2G
2003- 2005-
GPRS 2004 2006
GSM 2002
19 2001
Othello W Rx + Othello W Tx
W-CDMA and LCR solutions
Small 2 Chip 3G Radio
Key Benefits
High Performance
Good sensitivity, Excellent Tx modulation, ACLR
Low current
38mA Rx, <55-85mA Tx
Compact Design
Integrated LDOs
Can connect directly to the Battery!
High Performance Tx gain control
Designed to work with Othello-G for W-
CDMA/GSM Multimode applications
Othello-W devices also cover the TD-
SCDMA standard
Othello-3 Single chip multiband radio IC in
design for sampling in early of 2006
20
ADI SoftFone® 3G Multimedia Processing
MPEG4
Megapixels
MP
3
DTV
Surround
21
SoftFone® Brings Consumer Electronics
Experience to Communications
22
Traditionally, More Functionality Requires
More Chips, More Power, Higher Costs
TD-SCDMA Image Compression
Camera Streaming Video
Email Games
GSM
Streaming Audio MMS
GPRS
WCDMA
Java Polyphonic Ring Tones Graphics
EDGE
23
ADI Blackfin DSP Processor Supports
Communications and Multimedia
Image Compression
Java
Streaming Video
Games GSM
MMS
GPRS
Graphics
Streaming Audio
WCDMA EDGE
Polyphonic Ring Tones
Email Camera
TD-SCDMA
24
Semiconductor Innovation is
the Path to Growth and Profits
25