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HUAWEI TECHNOLOGIES CO., LTD. Page 1Huawei Confidential
时尚,全能时尚,全能
U8500
Simply BeautifulSimply BeautifulSpeedy Speedy SharingSharingSmartSmart
HUAWEI TECHNOLOGIES CO., LTD. Page 2Huawei Confidential
Content
Target customerID StoryProduct HighlightsAccessoriesSpecificationProject plan
HUAWEI TECHNOLOGIES CO., LTD. Page 3Huawei Confidential 2010-9-22010-9-2
SegmentationSegmentation
Infotainment
Entertainment
Belonging
DisplayBasicconnectivity
Organisation
Knowledge
Family Phoners
15%
In-touchOrganisers
14%
Experiences13%
Mainstream Materialists
18%
Basic Phoners13%
MainstreamYouth
10%
Pioneer Youth
9%
Careerists8%
Tool Token
Progressive
Traditional
Lifestyle Segments / Target Users
“Young Explorers”“Active Achievers”
“Style Seekers”
“Technology Seekers”
4 Distinct Target Groups‐ High Influence to other groups‐ Relevant to develop phones for‐ Allows for clear propositions
More refined Target Groups can be used when marketingthe products
Source: Research Institute on Social Change (RISC)
•
U8500 Target CustomerU8500 Target Customer
HUAWEI TECHNOLOGIES CO., LTD. Page 4Huawei Confidential
Target User Style Seekers (18-38)Active consumers trendy and fun loving
Function Needs Enjoy Online life ( SNS & IM )Exciting Image captures and shares“No compromise” Industrial Design Freely User experience
Emotion Needs Attract attention & fascinateFavor stylish products Fashion, trends & Smart Cutting Edge, independent
HUAWEI TECHNOLOGIES CO., LTD. Page 5Huawei Confidential
Design inspirationHuman Simplicity provide humanity experience and Simple Elegant life style
Key words: Minimalist Experience Affinity EquilibriumProduct temperature
HUAWEI TECHNOLOGIES CO., LTD. Page 6Huawei Confidential
ID inspirationID inspiration
Compact
Slim
Dynamic
Exquisite
紧凑的体积
线条流畅的机身设计
舒适的握持手感
细腻而富有金属质感的材质
Cool
Neat
Futuristic
Elegant
简洁明快的造型和配色
富有未来感
灵活生动的UI界面
精致的细节
Life Style Concision makes you CoolEquilibrium is NeatFuturistic StyleTemperature bring Elegance
Image Design Compact Design Slim with Fashion Dynamic AffinityExquisite impression
HUAWEI TECHNOLOGIES CO., LTD. Page 7Huawei Confidential
Color Color White + Metallic issue
Futuristic Style ColourClean, delicate, white porcelain-likeScattered metal texture detail
HUAWEI TECHNOLOGIES CO., LTD. Page 8Huawei Confidential
Dual Touch Experience
Capacitive Touch:• 3.2” Capacitive Touch• Multi-Touch (TBD)
Optical Trackpad :• Fluent glide navigation• Four-Direction glide • Press to confirm • Support slip sensitivity setup • Easy to clean & maintain
Capacitive Touch provide more fluent Touch User Experience than Resistance Touch
Glide your finger over the optical trackpad to scroll through menus and icons
HUAWEI TECHNOLOGIES CO., LTD. Page 9Huawei Confidential
High Speed Surfing & Sharing
WiFi 802.11n 6 timesfaster than normal 802.11g
Download music/video
at unprecedented
speed
PC similar hi-speed
surfing experience
3G HSDPA 7.2Mbps download speed,
120 times faster
than 2G Enjoy online stream
video/music smoothly
Share your favorite
shot with friends by
one click
HUAWEI TECHNOLOGIES CO., LTD. Page 10Huawei Confidential
Easy sharing--portable Hotspot
3G
Game console
Laptop
iPad
DSC
HSDPA 7.2Mbps
802.11 b/g/n
One SIM, One Account, One Tariff
to share the mobile internet
HUAWEI TECHNOLOGIES CO., LTD. Page 11Huawei Confidential
Easy Sharing -- USB Modem
Two-in-one of smartphone and 3G Modem
= +
No extra data card anymore
High speed surfing
HUAWEI TECHNOLOGIES CO., LTD. Page 12Huawei Confidential
SmartestLonger Battery Life and More applications and games supported
Auto-adjust Screen lightness
Auto Screen Saver
Auto Screen Layout adjustment
Gravity sensor Gravity sensor Ambient light sensor Ambient light sensor Proximity sensor Proximity sensor
HUAWEI TECHNOLOGIES CO., LTD. Page 13Huawei Confidential
Enhanced Contact & Message
Enhanced contact and Message for touch experience
Smart dialer
Group support
SIM contact support
HUAWEI TECHNOLOGIES CO., LTD. Page 14Huawei Confidential
Infinite Canvas
Default 3X3 matrixUnlimited Easily navigateMultiple theme
DefaultWorkEntertainmentSocial life
HUAWEI TECHNOLOGIES CO., LTD. Page 15Huawei Confidential
Emotion UI — Zero Click Widget I Not Final Design
Calendar Memo Clock Weather clock Video
HUAWEI TECHNOLOGIES CO., LTD. Page 16Huawei Confidential
Emotion UI — Zero Click Widget II Not Final Design
Photo viewer Photo frame Email FM Music
HUAWEI TECHNOLOGIES CO., LTD. Page 17Huawei Confidential
Android 2.1 with Android Market
2
Hottest Android Applications1
Pre-installed Android Market with 50,000+ Applications
For most of the applications:3.2” is the best screen sizeHVGA is the best resolutioncapacitive touch is the best touch experience
HUAWEI TECHNOLOGIES CO., LTD. Page 18Huawei Confidential
ID , Color & Earphone Not Final Design
Silver & White Silver & Black
HUAWEI TECHNOLOGIES CO., LTD. Page 19Huawei Confidential
U8500 SpecificationRadio Interface :• GSM / GPRS :850/900/1800/1900• UMTS 900/2100 • HSDPA 7.2MbpsDisplay:• 3.2” HVGA (320x480) TFT Capacitive Touch • 262K colours• Auto rotate (G-sensor)Imaging:• 3.2 Megapixel Camera FFConnectivity:• WiFi 802.11b/g/n• BT 2.1 (A2DP)• MicroUSB (High Speed USB)Others :• Micro SD card slot (support up to 16GB)• GPS/Compass• Optical trackpad
Sensor:• Proximity Sensor • Light sensorInternet:• Google Chrome Lite browser• Streaming Audio & Video• support more markup (XHTML/HTML/WML)Applications:• GMS (Google Maps / Google Search / Gmail etc.)• Integrated Client : Facebook & Twitter• Operator approved Android 3’d Party ApplicationsDimension:112×58×12.8mm
HUAWEI TECHNOLOGIES CO., LTD. Page 20Huawei Confidential
U8500 Project Plan
2010.102010.9.132010.5.10 2010.7.12
Marketing Sample MPTesting Sample ESS
Thank youwww.huawei.com
HUAWEI TECHNOLOGIES CO., LTD. Page 22Huawei Confidential
Competition Analysis
U8500 vs. 26 RaiseU8500 vs. Foxconn BostonU8500 vs. LG GT540U8500 vs. Samsung i5700
PLEASE DO NOT SHOW BELOW SLIDES TO CUSTOMERS
HISILICON SEMICONDUCTOR Page 23HUAWEI TECHNOLOGIES CO., LTD. Page 23
Huawei U8500 26 Raise Strength & weakness
Launch time Sep. 2010 2010.Q2
Price RMB 1180 retail
OS Android 2.1 Android 2.1/WM6.5
Platform MSM7225 528MHZ MSM7227-1 600MHZ
HSDPA7.2 HSDPA 7.2
Display 3.2" HVGA capacitive touch
3.2" WQVGA resistive touch
Memory 512M ROM+256M RAM, 160MB reserved
60M reserved
Storage SD up to 16G SD up to 8G
UI Huawei Emotion UI Android UI
Sensors G-sensor,ALS,proximity
G-sensor,compass
Camera 3.2MP 3.2MP
Connectivity 802.11 b/g/n,BT,USB BT,802.11b/g,USB
other A-GPS,FM,opticaltouchpad
A-GPS,FM
Battery 1150 mAh 1500mAh
weight 115g 120g
Dimension 112×58×12.8mm 113 * 56.5 * 13.8mm
Spec
1. Strength: › U8500 ID more attractive than Raise› U8500 supports 802.11n while Raise does NOT› U8500 capacitive touch provide better experience than Raise resistive touch› U8500 optical touchpad provide better experience than Raise 5-way navigation pad ???› U8500 has more memory 2. Weakness: › U8500 CPU freq a little bit lower than Raise thus has a weaker performance› U8500 battery capacity lower than Raise3. Others: › Raise support two OS WM6.5+Android,while our U8500 only supports Android, this might be a weakness for U8500
HISILICON SEMICONDUCTOR Page 24HUAWEI TECHNOLOGIES CO., LTD. Page 24
Huawei U8500 Foxconn Boston Strength & weakness
Launch time Sep. 2010 June. 2010
Price(FOB $) 125
OS Android 2.1 Android 1.6
Platform MSM7225@528MHZ MSM7227@600MHZ
HSDPA7.2 HSDPA 7.2
Display 3.2" HVGA capacitive touch
3.2" HVGA capacitive touch
Memory 512M ROM+256M RAM, 160MB reserved
512M ROM+256M RAM
Storage SD up to 16GB SD up to 32GB
UI Huawei Emotion UI Android UI
Sensors G-sensor,ALS,proximity
G-sensor,ALS,proximity
Camera 3.2MP 5MP
Connectivity
802.11 b/g/n,BT,USB BT,802.11b/g,USB
other A-GPS,FM,opticaltouchpad
A-GPS
Battery 1150 mAh 1220mhA
weight 115g 118g
Dimension 112×58×12.8mm 113 × 55 × 12.4 mm
Spec
1. Strength: › U8500 ID more attractive than Boston› U8500 supports 802.11n while Boston does NOT› U8500 optical touchpad provide better experience than Boston 5-way navigation pad ???› U8500 uses the latest Android 2.12. Weakness :› U8500 CPU freq a little bit lower than Boston thus has a weaker performance› U8500 battery capacity lower than Boston› Boston Camera resolution higher than U8500› Foxconn is more aggressive on price as a new entrant› U8500 launch time later than Boston3. others:
HISILICON SEMICONDUCTOR Page 25HUAWEI TECHNOLOGIES CO., LTD. Page 25
Huawei U8500 LG GT540 Strength & weakness
Launch time Sep. 2010 May. 2010
Price $130
OS Android 2.1 Android 1.6
Platform MSM7225@528MHZ MSM7227@600 MHz
HSDPA7.2 HSDPA7.2
Display 3.2" HVGA capacitive touch
3" HVGA resistive touch
Memory 512M ROM+256M RAM, 160MB reserved
256M ROM+256M RAM, 160MB reserved
Storage SD up to 16G SD up to 32G
UI Huawei Emotion UI 轻微定制 Android UI
Sensors G-sensor,ALS,proximity
G-sensor
Camera 3.2MP 3.2MP
Connectivity 802.11 b/g/n,BT,USB 802.12 b/g,BT,USB
other A-GPS,FM,opticaltouchpad
A-GPS,FM
Battery 1150 mAh 1500 mAh
weight 115g 115g
Dimension 112×58×12.8mm 109x54.5 x12.9
Spec
1. Strength: › U8500 supports 802.11n while GT540 does NOT› U8500 capacitive touch experience better than GT540 resistive touch› U8500 optical touchpad provide better experience than GT540 which has no navigation pad › U8500 has more memory which means more Apps can been pre-installed› U8500 has proximity sensor & ALS2. Weakness: › U8500 CPU freq a little bit lower than GT540 thus has a weaker performance› U8500 battery capacity lower than GT540› U8500 launch time later than GT540› LG has more brand value than Huawei3. Others :›
HISILICON SEMICONDUCTOR Page 26HUAWEI TECHNOLOGIES CO., LTD. Page 26
Huawei U8500 Samsung i5700 Strength & weakness
Launch time Sep. 2010 Sep. 2009
Price $162
OS Android 2.1 Android 2.1
Platform MSM7225@528MHZ 800MHZ
HSDPA7.2Mbps HSDPA 3.6Mbps
Display 3.2" HVGA capacitive touch
3.2" HVGA AMOLED capacitive touch
Memory 512M ROM+256M RAM, 160MB reserved
180MB ROM+128MB RAM
Storage SD up to 16G SD up to 32G
UI Huawei Emotion UI Android UI
Sensors G-sensor,ALS,proximity
G-sensor
Camera 3.2MP 3.2MP
Connectivity 802.11 b/g/n,BT,USB 802.12 b/g,BT,USB
other A-GPS,FM,opticaltouchpad
GPS
Battery 1150 mAh 1500mAh
weight 115g 124g
Dimension 112×58×12.8mm 115 x 57 x 13.2mm
Spec
1. Strength: › U8500 slimmer than i5700› U8500 supports 802.11n while i5700 does NOT, U8500 support HSDPA7.2 while i5700 only support 3.6Mbps› U8500 optical touchpad provide better experience than i5700 5-way navigation pad ???› U8500 has more memory › U8500 has ALS & proximity sensor2. Weakness:› U8500 CPU freq lower than i5700 thus has a weaker performance› U8500 battery capacity lower than Raise› i5700 AMOLED Display better than U8500› Samsung brand value over Huawei3. Others :›
HISILICON SEMICONDUCTOR Page 27HUAWEI TECHNOLOGIES CO., LTD. Page 27
Huawei U8500 HTC Wildfire Strength & weakness
Launch time Sep. 2010
Price
OS Android 2.1 Android 2.1
Platform MSM7225@528MHZ MSM7225@528MHZ
HSDPA7.2Mbps HSDPA7.2Mbps
Display 3.2" HVGA capacitive touch 3.2" QVGA capacitive touch
Memory 512M ROM+256M RAM, 160MB reserved
512M ROM+384M RAM,
Storage MicroSD up to 16G MicroSD
UI Huawei Emotion UI HTC sense
Sensors G-sensor,ALS,proximity G-sensor,ALS,proximity
Camera 3.2MP 5MP AF with LED
Connectivity 802.11 b/g/n,BT,USB 802.11 b/g
other A-GPS,FM,optical touchpad A-GPS,FM,optical joystick
Battery 1150 mAh 1300mAH
weight 115g
Dimension 112×58×12.8mm 106.75x60.4x11.99mm
Spec
1. Strength: › U8500 HVGA resolution is higher than wildfire QVGA, HVGA compatible with most of the App in the android market, while many app has adjustment problem on wildfire QVGA› U8500 support 802.11n while Wildfire not2. Weakness:› Wildfire Camera 5MP AF higher than U8500 3.2MP FF› Wildfire has more RAM › Wildfire battery capacity higher than U8500› Wildfire is slimmer › HTC brand value higher than Huawei
HISILICON SEMICONDUCTOR Page 28HUAWEI TECHNOLOGIES CO., LTD. Page 28