Demystifying Android and Commercial Linux Platform Value Richard Lee Wind River Systems, Inc. Jan. 15, 2009

Transcription

1 Demystifying Android and Commercial Linux Platform Value Richard Lee Wind River Systems, Inc. Jan. 15, Wind River Systems, Inc.

2 Agenda Mobile Industry Trends and Mobile Linux Challenges Android Overview and Opportunity Wind River Android History and Value-Adds Building Linux based Handset Software Summary Wind River Systems, Inc.

3 Mobile Industry Trends Migration away from closed, proprietary platforms to open source, Linux Continued defragmentation and consolidation Smartphones increasing market share (>30% by 2012); feature phones gain more capability Software to become the highest BOM cost driver in Handsets Increasing software complexity due to added smart features and multimode/band capabilities Wind River Systems, Inc.

4 Mobile Handheld Software Players Mobile Platform Integrators Open Mobile Distributions mobile Industry Consortia OS Vendors Wind River Systems, Inc.

5 Value Chain Catalysts for Increased Linux Role in Mobile Handheld Landscape Linux Drivers Handheld design OS choice Handheld OEMs Operators Semi vendors ISVs Cost Key Catalysts for Standardized Linux on Mobile Handhelds Converging functionality drives OS requirement complexity Linux ideal to migrate from smart phones to feature phones Concern over lack of long-term smart OS choice Diverge from Windows Mobile or Symbian dependency Linux for phones is now commercially proven, accepted Want increased stack control for more innovation Seek consolidation of multiple costly middleware Hedge against handset monopoly (Symbian, Microsoft) Opportunity to enable compelling mobile hardware platforms optimized against standardized Mobile Linux stack Broader market opportunities but lacking a standard Linux platform increases porting/integration costs Inexpensive development platform with maximized flexibility for differentiating handheld designs Wind River Systems, Inc.

6 Mobile Linux Challenge No. 1: Fragmentation Linux Distribution fragmentation is a key obstacle to critical mass in Mobile Linux Geographies Operator Networks 10s 100s 100s OEMs Chip Variants Phone Models >25 100s 1000s Linux Apps Frameworks/Middleware ISVs ISV Versions Linux Distributions Linux Distribution Variants Wind River Systems, Inc.

7 Mobile Middleware Fragmentation Will Drastically Decrease by 2010 Purple Labs 1% Proprietary LiMo (variants) 5% Others 30% Trolltech 4% Access 3% Mobile Linux Middleware Shipped* (2008 Estimate) Android 1% NTT DoCoMo 17% NEC 3% Maemo 4% Prizm 2% OpenMoko 3% MOT Magix 15% PMC 6% Linux Distributions Linux Distribution Variants Mobile Linux Middleware by 2010 Industry expects rapid consolidation from roughly 25 mobile Linux platforms Three standard Linux platforms will take more than 60% of the market by 2010 Android and LiMo will play a major part Commercially supported Linux distribution for these platforms to consolidate under a few OSVs *Based on Wind River market survey in August Wind River Systems, Inc.

8 Mobile Linux Challenge No. 2: Commercial Support One of major reasons for the delay in the adoption of Linux in the mobile handheld market is the lack of commercial-grade support Commercial support for mobile Linux software comes in a package Commercial-grade quality assurance of pre-integrated software stack of open source, proprietary ISV, and industry standard platforms Global customer support delivered locally Ability to scale technical resources to provide post-launch patch and upgrade, maintenance, and support Development and management of full-scale ecosystem of partner solutions that can be commercially supported Clear provision of warranty and indemnity that meets mobile market requirements Wind River Systems, Inc.

9 Commercial Support Enablement Is Critical for Open Mobile Linux Platforms Wind River supports the following: First OHA Strategic Commercialization Provider Partner A comment from a Linux Foundation meeting: Key Integration Environment Contributor Open free Linux is great when the engineering team has more time than dollars but when a project becomes real and they gain more money than time, it is critical to move to commercial Linux with its integration, testing, and support. Strategic MID Commercialization Partner Wind River Systems, Inc.

10 What is Android? Demystifying Android A software stack for mobile devices that includes the Linux OS, middleware, and key applications Open sourced in Oct. 08 as a free platform developed by Google & OHA members Comes with full SDK with tools and APIs available for apps developers Open Handset Alliance (OHA) Industry consortium promoting an open mobile ecosystem based on Android 34 member companies across operators, OEMs, semi s, software companies Lowering entry barrier and cost while fueling innovation Market Projections Android handset market is expected to grow to 97M units by 2012 (In-Stat) Multiple Android phones to be launched in 2009 following the T-Mobile G1 T-Mobile/HTC G1 phone *Concept prototype designs only * Wind River Systems, Inc.

11 Open Source Android Architecture Wind River Systems, Inc.

12 Android Opportunity No. 1: Growing Demand Mobile Linux handset shipment to grow at 44% 70% CAGR to 130M 200M units by 2012 Linux share of smart phone shipment to grow to 25% by 2012 and units to double vs Android handset market is to grow to 97M units by 2012 Mobile Linux Handset Shipment Projection Source: Informa (Oct. 2007) Source: Strategy Analytics (2007) Wind River Systems, Inc Wind River Systems, Inc.

13 Android Opportunity No. 2: Cost Reduction Concerted drive to BOM savings Stay away from fragmentation Optimal balance between proprietary and open source parts (h/w and s/w) Defined degree of customization for differentiations Key Average Component Mobile Cost Handset Drivers BOM Display 22% Baseband/RF 17% SOFTWARE Camera 12% 15% Savings using commercial partner Cost of learning, integrating, optimizing commercial-grade stack Cost of debugging and testing Cost of one-off customizations Cost of commercial support and maintenance of open source Cost of building and managing ecosystem of partners Freeing up engineering resources to focus on differentiators Increased economies of scale Think Total Cost of Ownership Mechanics 7% Memory 8% Other 15% 19% * Source: Venture Development Corporation (Aug. 2007) By 2010, software cost (closed OS) will exceed 25% of BOM Wind River Systems, Inc.

14 Wind River s Android History OHA s First Android Commercialization Partner, working on Android since April 2007 Investing significantly in building Android competence across all levels Invested over 10 man-years in the last 13 months in learning Android Integrated > 30 Android source code drops with little to no direct Google support Working actively with key OHA contributors to enhance Android stack Wind River has created demo platforms on most silicon on which Android has been demonstrated Native Android demos on multiple hardware architectures since February 2008 Wind River is closely engaged with Google and core OHA members and taking a leading role in the post-open source Android ecosystem Wind River contributions to open source Android: ALSA integration, etc. Roadmap access to post-open source Android releases Wind River now playing a key role in commercializing Android for OHA Wind River is working with both OEMs and Operators to define and build their Android based solutions Multiple commercial Android engagements underway Wind River Systems, Inc.

15 Wind River Differentiated Value for Android Stable, volume-proven commercial Linux Standard Wind River Linux for Consumer Devices plus Android-specific patches Wind River unique technologies that enable faster time-to-market Layers-based Build System that enable modular development Test Automation Framework that enable fast, systematic testing for quality Wind River contributions to enhance open source Android Fill in the gaps where Android open source is either incomplete or buggy Ex: ALSA integration patch first to be accepted by OHA, with more coming Pre-integrated and tested third party ISV partner software One-stop licensing and simplified business model Deep semiconductor hardware optimizations of the Android platform Software Systems Integration and Customization Services Deep, production-proven skills in platform integration, telephony, GUI, etc Wind River Systems, Inc.

16 Wind River Telephony / GUI Expertise Deep production experience in GSM/GPRS/EDGE, CDMA, and GSM/CDMA world / smart phones across various modems Proven UMTS (WCDMA/HSDPA) handset development skills Industry standard, OxM / Operator certification testing support Real-world debugging experience throughout development lifecycle Strong custom GUI and applications skills Wind River Systems, Inc.

17 Getting your Android Stack Just Right Stack Description Completion OxM Value-Add OxM Challenges Finished product, off the shelf 90% 100% Brand, mass manufacturing Minimal differentiation Shrink-wrapped solution stack 80% Look and feel (skin), management interface Branding offset by identical functionality; components commoditized OS platform, development tools, and middleware 60% Application stack, management interface OxM invests to add value/differentiate Hardware and OS platform support 40% Application stack, management interface, middleware, drivers Maximum opportunity to add value; significant engineering required Bare hardware and ROM monitor only 10% Whole stack, including OS, middleware, and applications Large development and code management investment Wind River Systems, Inc.

18 Summary Mobile Linux has finally taken off and Android is leading the way to take significant share of the mobile handheld market Wind River will be among the first to market with a commercially supported Android platform and solution Software Systems Integrator for non-fragmented, commercial Android Leveraging differentiated value-adds to help commercialize Android Wind River is committed to stay an active OHA contributor and leader Enabling defragmentation and commercial support around open source Android is the key to industry success Wind River Linux Commercial Values Benefits of working with a commercial partner: Think Total cost of ownership Wind River is ready to engage with customers and partners seeking early leadership in commercialized Android devices Wind River Systems, Inc.

19 Wind River Systems, Inc.