??PC ODM????????????

1
???????????????

• ???
• ????
• 03.12.2003

2
???????????

• ??PC ODM????????????
• ??????????TTM
• 3G?????????????????

3
PC???
????CPU????? ??????? ???????????

• Proprietary ?????
• ??????, ??, ???
• ????????????
• ??????
• ?????????
• ????????

4
PC???????
Mbps Wireless LAN
3G Mobile Internet
MHz CPU Kbps Handset
P4(3060MHz)
3000
60
CDMA2000 1X EV/DO(2.4Mbps)
802.11g (54Mbps)
802.11a (54Mbps)
2500
50
W-CDMA(2Mbps)
2000
2G VoiceData
40
GPRS(115Kbps) CDMA2000 1X(153.5Kbps)
1500
30
P4(1400MHz)
GSM(9.6Kbps) PDC(14.4Kbps) TDMA(19.6bpsK)
CDMA (13/64Kbps)
1000
20
1G Voice
Pentium 3(450MHz)
Analog
500
P2(233MHz)
10
Pentium 1(60MHz)
802.11b (11Mbps)
486(33MHz)
386(16MHz)
286(8MHz)c
IEEE 802.11????
1980 1985 1990 1995
2000 2002
5
?????????????!
!!
6
1. ?????
Efficiency / Productivity GSM (14.4K) gt GPRS
(117K) gt 3G (2M)
GPRS
CDMA2000
7
2. ????
Entertainment / Personalization ???? gt
????
8
3. ????

• More More
• TFT??????
• ????,????
• ?????
• ??????
• -OLED

???? (???? ????)
??STN?? (4,096? 65,000?)
9
4. ????

• Fashion/Taste/Life style
• ?? ???? gt ???? gt
• ???, ????
• ?? ?? gt ?? gt
• ????, ???
• ?? ?.?.?.?
• ?? ??? gt ???
• ?? ??.??.??.??

More and More
10
5. ???

• ????

11
?????????

• ????????,??????
• ??????????
• ??????,????????
• ????????,??????

???? (MMS/Camera?????)

• GSM??????,????
• ????3G??????????
• ????????,????????

-????????? -????????,?????mind share.
??? (?????)
??? (?????)
????
-?????????? -??????, ????????. -????????????,?????
???
-??????,???? -??????????? -?????????
????
12
????????

• ????gt???????
• ??/?????gt??????/?????
• (Utilitarian-based to Feature-based)
• ??????????
• ????????????,?????????????
• ??????????,????
• ?????????????????

13
?????????????(Cont.)

• ???????.????????
• ??????????????, ???????????????,??????????????
  ?
• ??????.?????????
• ??????.????.????.??????
• ??????.??????
• ?????????, ???????????
• ?????????? (eg.Nokia?????????Nokia
  ?????????????????????????????Lead time ?????)

14
?????????????
????????(Value Chain Optimization)
SalesMarketing
Sourcing
Manufacturing
Design
Planning
SW Application
Product Description
Sales / Distribution
Branding
IPR
Operators
Dealer / Distributor
ODM Customization
OEM Manufacture
Chipset Manufacturer
Customers
IPR
Contract Manufacture

• ????????, ????????
• CEMgtOEMgtODM low-endgtODM high-end

15
???????????

• ????
• ???????,???????(eg.Samsung 60?????????)
• ???????????65,?????????????????.
• ??????,??????.(31??????,??16????????????)
• ??????,????(2002????????14.9M, 2003????15.4M,???3.
  3)
• ???????
• ??????????????.
• ????????????, ?????????????.
• ???CDMA?????????????(???CDMA??????).????GSM???????
  ,??????????
• ?????????
• ????????, ????????
• ??GSM/GPRS????, ??????
• ?????????????????, ????????????????????.

16
????????

• ??????(????????),???????
• ??????????????????????????????.
• ?????????????2002?????31.
• ????,????(??24???????30????????.??????????????)
  
• ???????????????(Commission)
• ???????????? ??.??.????.
• ?????TCL,??,???????????????.
• ????????????,??????????.

?? 10? ????
Motorola 28.0 -0.3
Nokia 18.6 -0.8
TCL 7.9 0.5
Samsung 7.4 -1.0
Bird 4.5 0.6
Siemens 4.3 -0.4
Amoisonic 2.8 0.2
Eastcom 2.7 0.3
Konka 2.6 0.6
Alcatel 2.4 -0.2
Kejian 2.31 0.20
South-Tech 1.90 0.01
Philips 1.87 -0.21
Haier 1.83 0.25
Sony-Eri 1.10 0.06
Dbtel 1.06 0.00
Zhongxing 1.05 -0.12
Capitel 0.82 -0.12
CEC 0.66 0.17
Panasonic 0.62 -0.16
Legend-Xo 0.61 0.10
Panda 0.58 0.06
17
?????????????

• ????????????????,??
• ??????????,?????
• ????????????(eg. TCL, Amoisonic),?????????????????
  ?,????(eg. TCL???)

18
???????????

• ???????
• ??????????,???????????.(eg.??????????????)
• ?????????????????????
• ???????????, ???????(MMI)??
• ??????????????, ??????
• ??????????
• ???????????
• ????????, ??????
• ?????????, ???????
• ???????/????, ??????????????(Cannibalization)
• ?????????????, ??????????????????

19
???????????

• ????
• ODM???????
• 2003??????????(MMS, Camera, Java),ASP????. Time
  to Market????????
• ???????????,????????????,???????????????????????
• ?????turnkey solutions???????, ???????.
• ??????????
• ???????,???
• ?????????
• ???????????????????
• ???????????????????????
• ?????????
• ??KSF Time to Market??????(???)
• ?????????, ???????????.
• ??????, ????
• ???? ????????????? ????????

20
?????????
Nokia Motorola Sony-Ericsson Siemens
Nokia Motorola Samsung
???? ???? TTM
???? ???? ????
???? ???? ????
Chinese Brands
Korean Players
Taiwan
21
?????????
?????????
22

• ???????

????? (PA)
Murata, Kyocera, Hitachi Metals, EPCOS
Camera Module
?????? (T/R SWITCH)
Skyworks?Infineon?Phillips?Hitachi, RFMD
Omnivision, Panasonic, Agilent, STMicro ?? ??,??
?????? (GSM LNA)
Kyocera, Toyocom, KSS, NOK
(???)??????? (TCXO)
????(LCDM)
?????? (DCS LNA)
Epson, Samsung, Philips, Sharp, Casio ????,??
Toshiba?Murata?Fujitsu, Panasonic, EPCOS ????,??
??????? (IF/RF SAW)
RF Transceiver IC
Hitachi, Infineon, Silicon Lab, Skyworks
??????? (VCO)
ALPS, Panasonic, Toyocom, Murata ????,???
LCD??IC (Driver IC)
??? (SYNTHESIZER)
NS, Fujitsu
Sharp, NEC, Samsung, Toshiba, Solomon, Hitachi
???? IC (power management IC)
?? IC (AD/DA)
TI, ADI
??? (SIM CARD CONNECTOR)
?? IC (CPU)
TI, ADI
Samsung?Hitachi?Cypress ?? ??
Melody IC
SRAM
JST ?? ??, ??,
YAMAHA, Rohm, Oki
I/O CONNECTOR
FLASH
?? Intel, AMD ?? ??
23
2003?????????

• ???? ???????????????? 40-50
• ?????? ????10-15???????????.
• ???? CCD, CMOS, Flash memory, Lenses and
  controllers
• ??? ???????????????16/32Mb??128/256Mb.
  ??????????Flash??????
• PCB ???(8????)??????????.
• RF?? ??LTCC??????? PA, RFIC, ??????????????

24
?????????????

• ????
• ???????????????, ??????????
• ????????????, ????????????(?????????????,
  2002?????????????25 PCB???37).???????????,
  ???????.
• ????????????, ???????????
• ??????????
• ????
• ???????
• ??????????????
• ?????????
• KSF ??????????????
• ???????????
• ????????????????????ODM????(eg. TFT, Camera
  module, Color STN,)

25
??

• ???? ODM??????????, ???????????????????
• ??????????????
• ?????????, ??????????
• CEM??????ODM
• ????????????(??, ???????)???????
• ????IC???(WLAN??)????