GPS enter mobile phone segment

June / 2007

11

Content

Topic one : GPS Market Outlook

GPS market macro-view Case study- MiTAC story

Topic two: 3601 product proposal

22

Openin g

33

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

Personal Entertainment
Audi o

Nokia 330 Navigation+PMP

Garmi n nuvi 660 BluetoothWiFi VoIP Networking

Nokia 330

Mio H610 Navigation+Game

Personal Video Players Navm an Pix Integrated Communications Products

Navigatiom +Camera GSM/GPR Perso S nal Mio A701 Naviga tion Device s Navigation+Safety Camera tomt om GO 910

PND

Golf Appl icati ons

tomt om GO Navigation+MP3 910 Stree tPilot 2820

Personal Security Security

Navigation+ XM Satellite Radio

Video

Telematics Car Security Traffic Reports

Navigation+Speed alarm 44

( Source: MIC, March 2007)

GPS could be the next hot trend!

GPS Applications catch eyes in 2007 major consumer electronics show !

Dash Express

N95
Symbian S60 v3.1 WCDMA / HSDPA / Wi-Fi / WLAN 16M color 2.6 TFT

T815 receiver

Point-of-interests database served up by Yahoo Two-way connectivity( cellular & Wi-Fi ) Best of CES Award 2007

5.0 MP camera GPS / TV-out *MSRP : NT$27,900 Bluetooth connectivity Spoken instruction, on-screen maps.

55

66

Topic One: GPS Market Outlook

77

GPS

88

WW main GPS brand maker shipment & market share GPS

TomTom Garmin Mio Navman Others Total

2004
volume share(%) volume

2005
share(%) volume

2006
share(%) volume

2007
share(%)

20 60 30 230 340

5.9% 17.6% 8.8% 67.6% 100.0%

170 110 80 180 540

31.5% 20.4% 14.8% 33.3% 100.0%

470 310 160 450 1390

33.8% 22.3% 11.5% 32.4% 100.0%

850 500 310 160 300 2120

40.1%

23.6%

14.6%

7.5%

14.2%

100.0%

99

GPS phone Global Market Size

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

1010

China GPS device forecast

2008 GPS device shipment in China attain 0.8 million Opportunity

China is potential market, especially for the Olympics in 2008.

Limit
(1) (2)

Politic strategy due to safety. Map data is updated too slowly, while construction is growing too fast.

1111

Global GPS application type (2004&2008)

T o p 1 T o p 2

T o p 1 T o p 2 Source U.S.GPS Industry Council 2006

1212

1313

GPS Industry Scope

TomTom

MediaTek

Software

TomTom

Naviflash
1414

Source IEK 2005

Major GPS Markets

Satellite Operations Power Grid Interface s Aviatio n Personal Navigatio n Trucking & Shipping Communication s Network Synchronizatio n and Timing

Surveying & Mapping

Recreati on Railroa ds Off shore Drilling

Fishing & Boating

1515

Main Players in GPS field

General GPS company

IT companies

GPS Worl Mobile Phone Company d

Consumer Electronics

1616

GIS is the key

GIS (Geographic Information System) application becomes the key role in LBS development

Google Maps

Cooperate with Dash Navigation to Google Local Search& Direction launch Dash Express in CES 2007 Google Ride Finder Google Earth

Virtual Earth Platform

Dash Express GPS, Cellular Phone, WiFi All In One!

1717

GPS Products(1) Car Navigation

Car Navigation

Easy-to-use operating interface Suitable for drivers who use GPS for the first time Garmin nuvi 350 TomTom GO 710 Mio C22

Navigation Software MapSource City Navigator SiRF StarIII Chipset 3.5 display 997422mm / 144.6g 1GB Flash memory MP3 player

SiRF StarIII Chipset 4 LCD Touch Screen 1128166mm / 300g Built-in 64MB memory / support SD Card Smart extras: iPod control, home dock and much more besides

Navigation Software MioMap SiRF StarII LP Chipset 3.5 display 1078023mm / 110g MP3 plyer

1818

GPS Products(2) Receiver

GPS Receiver Important tasks of a GPS receiver Prepare received signals for signal processing Find satellites visible to the receiver Calculate position TomTom Nokia LD-3W

Bluetooth connectivity

Bluetooth connectivity SirF Star III chipset

1919

The latest bluetooth GPS receiver

H:13.4 mm. W:41.0 mm

L:82.0 mm 1. SiRF Star III 2. SPP 3. 2.0 4. 5. GPS 6. 11 7. ( 10 ) 8. WAAS EGNOS ( ) 2020

GPS Products(3) GPS PDA

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

Mio P550

HP Ipaq RX1950

ASUS MyPal A696

Navigation Software MioMap SiRF StarIII Chipset 3.5 display 115.67217.8mm / 170g 512MB Flash memory Windows Media Player, bluetooth, Wi-Fi

Navigation Software PaPaGO SiRF StarIII Chipsett 3.5 display 113.670.613.5mm / 123g 64MB Flash memory Wi-Fi

Navigation Software ASUS Go Map SiRF StarIII Chipset 3.5 display 11770.815.7mm / 165g 128MB Flash memory

2121

GPS Products(4) GPS Phone

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

Dopod P800W

HTC P3300

Nokia N95

Navigation Software PaPaGO SiRF StarIII chipset 2.8 display 1085816.8mm / 130g 2.0 MP camera / FM radio

Navigation Software TomTom Navigator6 Windows Mobile 5.0 2.8 display 108x58x16.8mm / 130g 2.0 MP camera / Bluetooth 2.0

Symbian S60 v3.1 WCDMA / HSDPA / Wi-Fi / WLAN 16M color 2.6 TFT 5.0 MP camera TV-out

2222

GPS & Convergence Trend

GPS is also being added to other applications

LBS

Portable

Entertainment

2323

GPS Phone driver

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

Technology improvement
- Chipset module downsize and price down

Value-Add service (LBS)

2424

Cas

2525

MiTAC group story

PC age Consumer age

19 82
MiTAC set up

19 85
Release own brand

20 00
The millennium

20 02

20 05
Top 5 handheld vendors in the world. (IDC)

20 07
MiTAC completes acquisition of Navman PND

Release And Mio DigiWalker add brand name Mio ranks among the

1998-1996 MiTAC
(Unit: NTD $thousands)

world's first PDA with integrated GPS (Mio 168)

2003

2005

TW first GPS PDA phone

(Mio A700)

2626

MiTAC operating status Table MiTAC 2007 product mix

T o p 1

Table MiTAC GPS device shipment forecast

2008: 700

Table MiTAC GPS device shipment area and customers

2727

MiTAC operating status

Key issue Old technology (PDA) + New application (GPS) Mindset change: product position redefinition
PDA market Traditional model

boundary

GPS market Different thinking

PDA focus on enterprise user GPS is for professional use (ex: hike engineering) GPS is additional function for PDA

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 2828

MiTAC 2006 GPS product outlook-1

MiTAC Low end product added into MP3 function

2929

MiTAC 2006 GPS product outlook-2

3030

MiTAC 2007 GPS product sketch

2007 focus on 4.3 inch model :C720 and C520

3131

GPS device price range

3232

MiTAC bring GPS into mobile phone segment

3333

A701 Specifications Hardware CPU GPS Chipset TMC GSM Module Memory / ROM Memory Slot Display Type Display Resolution Display Orientation Battery Bluetooth Technology USB Camera Micprophone Speaker Earphone Jack Dimension Operating System Navigation Software Intel PXA-270 520MHz SiRFStarIII External, Optional GSM 900/1800/1900 and GPRS 128MB ROM/64MB RAM SD/MMC. SD/IO compatible Touchscreen, 2.7" color Resistive LCD, LED Backlighting, 65K colors 320x240 Landscape/Portrait Swappable Lithium lion Battery / 1300mAh Talk time: 4h, Standby time: 200h Bluetooth wireless technology 1.2 USB 1.1 1.3 megapixel Built-in Mono Built-in 2.5 mm mini jack 117*59*21.8 mm/150g Software Microsoft Windows Mobile 5.0 Compatible with most Windows Mobile 5.0 on-road or off-road navigationsoftware in portrait or landscape 3434

GPS device buying decision

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)

3535

Arimacomm GPS phone feasibility

GPS software company/ 3rd party

GPS/PND industry GPS application

GPS phone

HW/System integration/Ma ss production

Handset industry

3636

Topic two: 3601 product proposal

3737

Q&A

3838

Back Up Slide

3939

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

( GPS PDA )

> GPS GPS GPS PDA

> GPS >

> PDA > Telematics >

> GPS > GPS > GPS GPS

4040

GPS

> (1) ( ) (2) ( ) (3) ( bluetooth, )

4141

GPS

> SoC trend > GPS

4242

GPS

:GPS 2002 $25 2006 $8-$10

4343

GPS Phone or PND ?

Gartner
> GPS > 2010 4 GPS > 2010 GPS GPS

GPS Gate5 GPS

> GPS A-GPS LBS PND GPS

TomTom Taco Titulaer

Canalys GPS 2 GPS PND User Interface UI 2007 CeBIT SIM PND , 2007 Intel Xscale Dopod

TomTomGO715

4444

TomTom Plus
These services have to be used and downloaded through cellular networks(GPRS UMTS EDGE CDMA) on a mobile phone, and then these information could be transmit to GPS device via bluetooth.

4545

GPS-enabled mobile phones

Bring GPS to the mobile market

4646