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
