Informa Telecoms & Media Shop - 2nd Annual Mobile Reference Designs '07
 

2nd Annual Mobile Reference Designs '07

Reducing Time to Market and Lowering Costs in the Development & Deployment of Mobile Terminals

27th-28th November 2007, Courtyard by Marriott, Brussels

Main Agenda

Day 1: Tuesday 27th November 2007

Registration & Coffee

08:30

Welcoming Address and Speed Networking

08:50

Chair’s Opening Remarks

09:00
  • Thomas Lindner, Head of Sales & Marketing, Comneon GmbH

DEFINING REFERENCE DESIGN & EXAMINING KEY DRIVERS

Improving Value Chain Communication to Decrease Time to Market and Minimise Unnecessary Cost

09:10
  • Understanding the market players and evaluating current relationships
  • Dangers of going it alone in a consolidating market
  • Examining how collaboration can be more effective
  • Future outlook - is the market heading for further consolidation and what can be expected?
  • Speaker: Tony Milbourn, Senior Director Technology Strategy & Business Alliances, Motorola Mobile Devices

PANEL DISCUSSION: Who has Responsibility for which Elements of a Mobile Reference Design? Resolving Confusion over Accountability in the Value Chain.

09:40
  • Discussing interpretations of the term ‘Mobile Reference Design’
  • Examining the requirements of different players in the market
  • Assessing whether complete reference designs are commercially viable
  • How far do chipset vendors need to go in developing software?
  • Philippe Silberzahn, CEO & Co-Founder, Digital Airways
  • Andy Craigen, Product Marketing Director, Icera
  • Attila Bilgic, Director Concept Engineering, Infineon Technologies AG
  • Nigel Alexander, European Sales Director, Teleca

OUTLINING OPERATOR STRATEGIES & REQUIREMENTS

Operator Handset Customisation: Past, Present and Future

10:30
  • Some history: from Orange’s Videophone to the SPV and from Vodafone’s VSCL to LiMo
  • Handset customisation today: motivations, processes, challenges, benefits
  • Is there a case for a return on investment for handset customisation ?
  • On-device portals and active idle screens: device as a service enabler
  • Case studies: Alltel Celltop, T-Mobile MyFaves, Orange Homescreen, Vodafone
  • Live! Cast, Optus MyZooNow
  • I-mode: the beginning of the end
  • The drive for ARPU: why operators should focus on voice, not data
  • Containers: the new era of handset customisation strategies
  • Ovi and Android: a new beginning for operators, or the beginning of the end ?
  • Speaker: Andreas Constantinou, Research Director, VisionMobile

Networking Break & Exhibition Visit

11:00

Realising Operator Handset Design Requirements in the Smartphone Tier in order to Fulfil Future Specifications

11:30
  • Understanding operator desire to pursue the smartphone market
  • Examining the specification process
  • Exploring operator/supplier relationships
  • Analysing current and future consumer demand
  • Speaker: Ian Smith, Head of Handset and Application Technology, Hutchison Whampoa Europe

PANEL DISCUSSION: How can Operator Requirements be Effectively Fulfilled through Mobile Reference Design in order to Improve End User Experience?

12:00
  • Understanding operator involvement in the mobile reference design process
  • Assessing whether current designs fulfil their expectations
  • Investigating how the reference design process can be improved for the end user via the operator
  • Speakers: Jean-Marie Andre, COO, Purple Labs
  • Gilad Garon, CEO, ASOCS
  • Jorgen Krogh, Director of Wireless Communications, Europe, Analog Devices
  • Steve Turner, Business Development Manager, Mobile Broadcast Solutions, NXP emiconductors

Lunchtime Address

12:45:
  • Speaker: Ian de Monté, International Strategic Business Partner Director, CETECOM GmbH

Networking Lunch & Exhibition Visit

12:55

Understanding Operator Requirements for Ultra-Low Cost Device Reference Designs to Enhance Entry Level Architectures

14:15
  • Using reference design to target price sensitive markets
  • Gauging consumer needs in emerging markets
  • Utilising the hardware layer to reduce costs
  • Examining innovative - and cheap - reference designs
  • Speaker: Peter Weingart, Senior Manager, Product Concept Engineering, Vodafone Group Services GmbH

DEVELOPING & DEPLOYING REFERENCE DESIGN COMPONENTS

Utilising "Thin modem" mobile reference designs as an approach to product optimisation and differentiation

14:45
  • Understanding how convergence changes mobile device requirements
  • Examining thin modem product architectures to address distinct target market segments
  • Assessing performance characteristics and trade-offs
  • Projecting the evolution of thin modem designs
  • Speaker: Mike McEntee, Senior Director of Product Management, InterDigital Communications LLC

Building a Reference Platform to Enable the Software Community to Establish Secure Services Earlier in the Design Programme

15:15
  • Utilising simulation chipsets
  • Testing chips in development builds
  • Trade off when testing with a simulation generic CPU
  • Issues with peripheral technologies
  • Speaker: Richard Phelan, Embedded Cores Manager, ARM Ltd

More than a Commodity? - Using the Operating System as a Differentiating Benefit in Reference Design

15:45
  • The importance of software in mobile reference design
  • The challenges of designing software for a fan-free battery-powered device
  • Ensuring maximum performance on limited power
  • Enabling product differentiation through the OS
  • Speaker: Kevin McIntyre, Product Manager, Symbian

Networking Break & Exhibition Visit

16:15

Intellectual Property Rights and Patent Update - Exploring Fundamental Changes in the Industry from a Legal Perspective

16:45
  • Understanding Intellectual Property Rights
  • Examining important market developments
  • Dissecting 3G and IPR
  • Femtocells: the next big IP target for reference designs?
  • Speaker: Graham Bell, Principal Consultant, PA Consulting Group

The Memory Sub-System as a Pivotal Element in Mobile Reference Design

17:15
  • Exploring the impact and importance of memory sub-system in mobile reference designs
  • Expanding market base: Broadening market segments through scalable memory sub-systems
  • Developing the lifetime of reference design though continuous memory sub-system innovations
  • Balancing memory choice on a system level: Performance vs. power consumption vs. applications
  • Speaker: Patrick Le Bihan, Product Definition & Alliances Manager, Spansion LLC

Networking Cocktail Reception

17:45

Day 2: Wednesday 28th November 2007

Chair’s Opening Remarks:

08:50
  • Chair: Jack Indekeu, Director of Corporate Marketing, InterDigital

OPTIMISING REFERENCE DESIGNS & EXAMINING TRADE-OFFS

Protocol Stack Strategy in Times of Industry Consolidation

09:00
  • Viable HW and SW alternatives for mobile terminals
  • Managing Increased complexity and shorter innovation cycles
  • Convergence opportunities: IMS, FMC, Triple Play
  • Speaker: Dietmar Baier, Director, Mobile Software Marketing, Comneon

Confronting Form Factor Constraints through Reference Design to Better Achieve Client Expectations

09:30
  • Examining current form factor demands
  • Understanding the trade-offs posed by form factor
  • Exploring solutions to enable designers to meet client specifications
  • Future of form factor in reference design
  • Speaker: Damian Mycroft, Senior Design Manager, Nokia

PANEL DISCUSSION: How can Reference Design Enable Product Differentiation and Ensure Competitiveness?

10:00
  • Strategies for enabling flexibility in reference design
  • Understanding the levels of flexibility required by operators and third party suppliers
  • Assessing methods of creating differentiation
  • Examining successful examples of innovative differentiation
  • Speakers: Magnus Karlberg, Director Hardware Sourcing, Ericsson Mobile Platforms
  • Mike McEntee, Senior Director of Product Management, InterDigital Communications LLC
  • Avi Sharon, Product Manager, Comsys Communication and Signal Processing Ltd
  • Philippe Silberzahn, CEO & Co-Founder, Digital Airways

Networking Break & Exhibition Visit

10:45

Judging the Impact of the Future Communications Landscape on Reference Design Flexibility - How can Innovation be Accelerated to the "speed of life"?

11:15
  • Enabling the integration of new user interaction requirements on devices
  • Exploring the challenges presented by future communications requirements
  • Establishing the device/service roadmap, what could be achieved by collaboration?
  • Speaker: Jonathan Mitchener, Futurologist & Principal Research Scientist - Devices, BT Group Chief Technology Office

Building Allowances for Next Generation Technologies into a Reference Design to Enable a Proactive Response to Market Change

11:45
  • Understanding the need to address future technologies in current designs
  • Evaluating current industry response to change
  • Creating flexibility to fulfil next generation demands
  • Assessing future technology needs
  • Developing strategies for a proactive response to change
  • Speaker: Folkert Wierda, Director Business Development, Personal Communications, Elcoteq SE

The Role of the Reference Design within the Silicon Value Chain

12:15
  • Examining the reasons why a silicon mfr develops a reference design for a particular environment.
  • Discussing modularity and flexibility.
  • Understanding how components are developed from demonstration through to production.
  • Gauging how an OEM/ODM benefits and what it means for the operator customer:- the ease at which differentiated applications can be deployed and control of development costs
  • Speaker: Nigel Alexander, European Sales Director, Teleca

Networking Lunch & Exhibition Visit

12:45

NEXT GENERATION REFERENCE DESIGNS - 3G AND BEYOND

Outlining the Evolving Standards of a Fast Moving Market and How to Stay Abreast of Change

14:15
  • Examining the impact of standards on reference design
  • Challenges faced in a highly competitive environment
  • Standards roadmap - what can be expected?
  • Speaker: David Cooper, Chief Engineer, Global Operations, Panasonic Mobile Communications

PANEL DISCUSSION: Vendor Perspective | How can Reference Design Creators Encourage and Utilise Innovative Third Party Components and Software to Heighten End Product Experience?

14:45
  • Reviewing current reference design processes
  • Difficulties faced by third parties in view of reference designs
  • Strategies for encouraging innovation
  • Developing relationships and leveraging benefits of mutual goals
  • Capitalising on new opportunities in the ecosystem
  • Speakers: Ulf Christiansson, VP Software Development, Scalado
  • Glenn Kiladis, Vice President, Global Marketing & Public Relations, Digit Wireless
  • Nicolai Finke, Product Manager, Esmertec
  • Vicki Griffiths, Product Manager Cellular Applications, picoChip Designs Ltd

Networking Break & Exhibition Visit

15:30

Lessons to be Learned: Why Technology has Outpaced Reference Design in the Transition from 2G to 3G and how this can be Resolved

16:00
  • Evaluating the value of reference design to 3G
  • Understanding the complexity of 3G reference design
  • Examining industry pressures
  • Investigating how to increase the transition speed from 2G to 3G
  • Speaker: Magnus Karlberg, Director Hardware Sourcing, Ericsson Mobile Platforms

Redesigning the Reference Design - Gauging the iPhone Impact on Future Mobile Devices

16:30
  • The iPhone as the prototype for all future handsets
  • Understanding the importance of the user interface
  • Integrating device sensors into reference design
  • Speaker: Harm Hogenbirk, CEO, Pilotfish

Conference Close

17:00