Apr 17, 2010 ... SFR selected the best among 16 mobile handset and sim card suppliers
according to three major .... ready to go home for vacation, an urgent task came in
: ZTE PEEL. ..... The term “tablet PC” was coined by Microsoft in 2001. ....
University have developed a car based on the Volkswagen Passat that can be.
December 2010
December 2010
December 2010
P24 P30
December 2010
ZTE has announced the launch of the ZTE Blade smartphone in France. The ZTE Blade is the second Android smartphone to be marketed by ZTE in France. The Android 2.1 éclair tablet phone features an attractive 3.5" multipoint capacitive touchscreen, with a resolution of 480x800 pixels. It also includes a 3.2 megapixel camera, alongside other vital functionalities of contemporary smartphones. With the ZTE Blade, ZTE is expanding its offer in functionality and sophistication. ZTE now has a wider range that will let the company strengthen its market position in France, offering to more people more efficient terminals at even more accessible prices. (Source: ZTE Corporation, Nov. 8, 2010) Beginning on Nov. 14, 2010, Sprint customers can attach ZTE PEEL™ to their Apple iPod touch and connect to Sprint’s 3G network. ZTE PEEL is a unique device that cradles the second- and third-generation iPod touch with a case-like form factor. With universal Wi-Fi compatibility and support for up to two Wi-Fi enabled devices, iPod touch users will have a virtually anywhere, anytime Internet connection that removes the reliance on a Wi-Fi hotspot for a data connection. Key features of ZTE PEEL include advanced security through WEP, an ZTE Blade party
internal antenna and compatibility with Windows® 7, Windows Vista®, Windows XP®, Macintosh® OS 10.5, 10.6. (Source: Sprint, Nov. 10, 2010)
ZTE has launched the ZTE Blade, its first branded handset for the Hungarian market in collaboration with T-Mobile. The ZTE branded Blade handset is the first smartphone ZTE has
ZTE has launched the T-Mobile
provided T-Mobile in Hungary and indicates its
Vibe for ￡39.99 on prepay in
rising share in the handset business and the
the UK. The release follows the
widespread popularity of the ZTE Blade worldwide.
September launch of the T-Mobile
The ZTE Blade is one of the key Android handsets
Zest and ZTE continues to supply
manufactured by ZTE in 2010.
the T-Mobile Vairy Touch II.
“This is the first smartphone with ZTE
The Vibe, which is a slider
Corporation and we are very pleased to see a
phone, is available in black and pink. It comes with a 2.8-inch touchscreen and QWERTY
quality high-end handset with a very competitive
keyboard, as well as a 2 megapixel camera for still or video shooting, FM radio and 2GB
price tag available to the market,” said Mr.
memory card for additional storage.
Temesi Gyorgy, Director of Device Management
It also offers a one-touch icon direct to a user’s Facebook login page, while other
Directorate, T-Mobile Hungary. (Source: ZTE
social media services such as Twitter, MySpace and Bebo are available via bookmarks.
Corporation, Dec. 1, 2010)
(Source: Mobile News, Nov. 9, 2010) December 2010
ZTE and SoftBank, Japan’s top telecommunications operator announced on Dec. 14, 2010 that their jointly developed Android smartphone, Libero, will be available throughout Japan later in December. The Libero will be the first Chinese smartphone to launch in Japan. Also known as the SoftBank 003Z or ZTE Blade, the introduction of the Libero into the high end mobile market in Japan is a significant breakthrough which demonstrates the company’s ability to provide quality and customized smartphones to any market in the world. The Libero is ZTE’s second hanset developed in collaboration with SoftBank—the first being the SoftBank 840Z, which was launched in late October 2010. (Source: ZTE Corporation, Dec. 14, 2010)
On Dec. 18, 2010, five months of ZTE Gue events came to an end. The online and offline activities were
ZTE has announced the first
designed to foster more intimate
launch in Spain of ZTE-brand
relationships between ZTE and its
devices. Based on the Android
handset customers in Indonesia. ZTE
2.1 éclair operating system, the
Indonesia cooperated with I-Radio to
new devices are the ZTE Link, an
hold a “ZTE Gue” event in The Plaza
intelligent touchscreen telephone,
Semanggi—the busiest shopping mall
and the ZTE Light (V9), a tablet
in Jakarta. The final big bang event followed radio programs by I-Radio Jakarta, Ardan FM Bandung, and Istara FM Surabaya. The program was called ZTE Zinging Contest, and participants sang their favorite song inserting the acronym ZTE as much as possible. 10 finalists competed in the Grand Final big bang event. (Source: ZTE Corporation, Dec. 18, 2010)
PC with a 7-inch TFT screen. The launches mark the company’s first move to build its own consumer brand in Spain. Its range of Android devices is being sold by more than 20 telecommunication operators around the world. “W ith the
ZTE has won the Challenge
launch of these two devices, ZTE
SFR Suppliers 2010 prize in the
embarks in the Spanish market
‘Mobile Handset and Sim card
with products that respond to
Supplier’ category, during an
users' needs for functionality and
award ceremony that took place
sophistication,” commented Julio
on 16th of November.
Villalba, Manager of the ZTE Spain’
SFR selected the best among 16 mobile handset and sim card suppliers according to three major criteria: sustainability, innovation and customer satisfaction. (Source: ZTE Corporation, Dec. 15, 2010)
December 2010
s Handset Division. (Source: ZTE Corporation, Dec. 15, 2010)
After a disastrous 2009, and a noteworthy recovery in 2010, the global handset market will grow roughly 8 percent in total handset unit sell-through in 2011, resulting in more than 1.4 billion devices sold. Basic ultra-low cost handsets, inexpensive smartphones, and Android-based devices will see the most demand in 2011, according to a new report from Pyramid Research. In 2011-2015, 70 percent of new handsets sales will be derived from emerging markets. “The demand in these markets will remain skewed toward very basic, ultra-low cost handsets in 2011 and, given the size of these markets, their preferences will N720
dictate the global demand trends, too,” says Stela Bokun, Senior Analyst at Pyramid Research. (Source: Pyramid Research, Dec. 21, 2010)
Despite that first-tier touch panel makers are all actively
More than half of consumers have scanned mobile barcodes over
expanding their capacity and are expected to double in 2011,
the holiday season, with 57 percent of them scanning a barcode at
Cypress Semiconductor expects touch panel supply to be short of
least once and 40 percent scanning five or more times, according to
overall demand due to demand from smartphones and tablet PCs,
a new survey conducted by barcode solutions provider Scanbuy. The
according to Andy Chin, managing director of Greater China region
survey—conducted over Facebook and Twitter—found that 97 percent
of Cypress.
of all consumers find mobile barcodes useful in some capacity, with
Chin indicated that smartphone market demand growth in
only 3 percent finding them "not very useful"—price comparison is the
2010 was better than expected, and the speed of capacitive touch
most popular feature during shopping trips, followed by user reviews
replacing resistive touch in the market was also fast. All touchscreen
and specific product offers. Other consumers stated a preference for
handset products are expected to adopt capacitive touch technology
accessing product information without finding a sales clerk. (Source:
in 2011, Chin noted. (Source: DigiTimes, Dec. 21, 2010)
FierceWireless, Dec. 22, 2010)
W h i l e t h e re a re n u m e ro u s
population of Finland already using it.
to pay for services, tickets etc
technologies around designed
The technology is at the heart
from their mobile phone simply
to enable secure transactions via
of a new mobile payment service
by acknowledging an incoming
mobile phones, Finnish company
developed by BookIT in conjunction
text message, once their credit
BookIT claims to have the simplest
with Microsoft and Finnish card and
card has been registered with the
of all—a proprietary variant of SMS
payment processing co-operative
service provider. (Source: iTWire,
called iSMS—and to have half the
Luottokunta. It enables consumers
Dec. 22, 2010)
December 2010
Great Market Potential
ZTE PEEL is an add-on for iPod touch users. It slips on
like a case, enabling access to Sprint's 3G network. Priced at US$79.99, it is offered with a US$30 a month plan for up to 1GB of data and does not require a two-year service contract, unlike most devices in the U.S. wireless marketplace. The market performance of ZTE PEEL has been much anticipated. It is a highly innovative product that meets consumer demands. With the ZTE PEEL, consumers can access the internet anytime they have Sprint coverage. When combined with apps from the Apple App Store, an iPod touch can essentially be turned into an iPhone using Skype or Vonage Mobile. This is very appealing to more than forty million second and third generation iPod touch users. ZTE PEEL is customized for the third largest U.S. operator, Sprint. The two companies have invested effort and resources into product definition, R&D, testing, and batch production. ZTE PEEL was certified by the FCC after stringent testing and verification. With Sprint’s reliable 3G network and intensive promotional efforts, and ZTE’s powerful R&D capabilities, it was wellpositioned for market success. Follow-up models will be eagerly awaited. Customers asking ZTE staff for more information about PEEL
An Innovation that is Causing a Buzz
ZTE PEEL, customized for Sprint, landed in nearly 1,000
Sprint stores on 14 November 2010. It was highly praised by the U.S. media and customers. The PEEL received coverage from many U.S. media outlets including The New York Times, Los Angeles Times, CNET, IntoMobile, PC World, FierceWireless and Reuters news agency. Media attention on ZTE terminal products reached an unprecedented level. One of the world’s most developed markets, the U.S. is the battleground where stringent access standards and testing procedures challenge a manufacturer’s capabilities in product design, technology, and quality. By launching PEEL, ZTE opened a door of cooperation with Sprint. In the U.S, ZTE also has fruitful relationships with AT&T, T-Mobile, Verizon Wireless, Metro PCS, and Cricket. ZTE is the first Chinese manufacturer to cooperate with all of the top U.S. operators.
December 2010
By Luo Wei ZTE PEEL, proposed by Sprint and developed by ZTE, has been certified by FCC, CDG1, CDG2 and the Wi-Fi Alliance. Its streamlined clip-on design and black rubber coating make it visually appealing. From the side, the arc-shaped design is futuristic. Behind this small product are the design team’s strenuous efforts. It was the last week of the lunar year in 2009. Just as everyone was getting ready to go home for vacation, an urgent task came in: ZTE PEEL. The ID team was called together urgently to discuss the project’s design positioning. The background of the entire project was presented in a briefing; it was a joint ZTE and Sprint project with strategic significance for ZTE in North America. The product was defined as a wireless Internet terminal accessory for Apple’s iPod touch. The ZTE PEEL could connect an iPod touch to the internet via a wireless network. It is well-known that Apple products are elegantly and thoughtfully designed. So the design of a product used in conjunction with iPod touch would have to be taken seriously. The style has to be consistent with iPod touch. The two products, when combined, had to form a whole. For Apple users, this is particularly important because they do not want an accessory that changes their feeling towards their Apple product. This increases the requirements on the industrial
, int of view chnical po From a te n tio a connec can share ZTE PEEL ices. abled dev r Wi-Fi en e th o ith w o W i- F i h a v e tw rs e m u s d If c o n as an iPo inals such rm te d le b ena ZTE r laptop, d iPad o ile touch an s a mob e used a b n a c L PEE ess ternet acc provide in to t o p ts o h d e v ic e es. Each ic v e d th fo r b o wn card. need its o does not ots in s its ro ZTE ha nt equipme ications n u m m o telec has therefore tions and lu o s d n a f network tanding o rs e d n u p a dee with coupled gy. When lo o n h c te d in g o f n d e rs ta n u te ra u ve an acc can achie eeds, ZTE n r e m u s con in a l th e te rm c c e s s in u s t a re g arket. product m
design. The processing technology of Apple products is also quite advanced. Therefore, structural design and processing technology of the ZTE PEEL was a challenge. When the product’s background and definition had been clarified, the ID project team began collecting information about Apple’s products and thoroughly researched the iPod touch. The Color, Materials, and Finish (CMF) group gave professional advice on the workmanship and materials, and this helped determine the design direction. ZTE PEEL had to have a rounded shape to feel good in the hand. The back cover had to be arc-shaped to match the deign style of the iPod touch. In terms of hardware design, the main components were placed on the back of the iPod touch instead of at the bottom. As a result, the overall thickness was increased. In order to look thinner, the four sides were curved into a large arc; and to make it more comfortable and secure to hold, rubber coating material was applied. ZTE submitted four design plans to Sprint, and the chosen design was named “PEEL.” The name and concept comes from bananas. Like a banana peel, the design is round and thin and has a similar texture. It is similar in style to the iPod touch so that the two devices mold together perfectly. Sprint was satisfied with the mockup of this design and praised it highly.
December 2010
To celebrate the launch of ZTE’s latest handset, the ZTE-Blade, a promotional event was organized for journalists and business customers. The date chosen for the event was November 4th, 2010 —corresponding to the release of the ZTE-Blade in all Bouygues Telecom outlets, and also luckily coinciding with the meeting of Chinese president Hu Jintao and French president Nicolas Sarkozy. In many areas of Paris, streets were draped with the Chinese national flag. Branded under the company’s own name, the ZTE-Blade was launched during a press conference, followed by a cocktail reception and a party. Judging by the customers feedback, the event was successful in communicating the features and benefits of the best phone in ZTE’s current portfolio. Thanks to the perfect timing of this event, customer relationships were highly strengthened and enhanced. One of ZTE’s main goals this year was to develop its overall branding activities and to progressively increase its brand awareness. Hence, the ZTE-Blade party was part of a larger effort to bolster ZTE’s brand recognition. More actions are planned very soon, such as the launch of ZTE’s French website and some advertising campaigns.
December 2010
During 6 weeks, ZTE has worked intensively to create stylish invitations, to establish a website for registration, to develop graphic animations for the different screens in the VIP Room, the trendy night club selected for this event. In total, 400 people attended this first promotional event. The night was divided into two parts. The first one was dedicated to an exclusive press release attended by 30 journalists from high-tech magazines and famous newspapers. Mr. He Shiyou, executive vice president of ZTE, and Emmanuel Rousseau, director of the French terminals department, opened the evening with welcome speeches and presentation of ZTE’s current technology democratization strategy. The unveiling of ZTE-Blade was much anticipated, and the phone was very well received by journalists. From 9 p.m. onwards, customers arrived at the VIP Room. A ZTE-Blade Party branded bracelet entitled participants to free drinks all night, and to enter the draw for ZTE-Blade phones gifts. Also, 6 different graphic animations were used to promote the handset on screens all around the room. In addition to the numerous snapshots taken by a photographer, customers had the opportunity to test an entertaining
VIP Room—in the vicinity of the famous Louvre Palace
lightpainting animation.
Mr. Lin Qiang, President of ZTE's Mobile Phone Operation Department in Europe, is interviewed by the Le Point newspaper
Mr. He Shiyou, EVP of ZTE, is interviewed by Phoenix TV
Mr. Emmanuel Rousseau, director of the French terminals department, is making a presentation
ZTE’s first promotional event was a spectacular success. ZTE is therefore ready to invest more in the near future in order to become a key player in the mobile industry.
The video of Blade
December 2010
1
2
4
5
6
3
On 24 October 2010, ZTE held a “Citizen Mobile Journalism” event in conjunction with Telkomsel, Indonesia’s largest GSM operator, and Telkom, Indonesia’s largest CDMA operator. Distributors Pramindo and Wellcomm were also present to launch the event in Makassar, the capital of Indonesia’s eastern Sulawesi province.
Since its launch in the Indonesian market, ZTE’s
The first part of the event was held in Makassar and included a one day “big bang” and
S620 has won the favor of local
week-long roadshow promotions. The second part ended on October 31 in Medan, Indonesia’s
consumers, particularly younger
third largest city.
consumers who are attracted by
This was ZTE’s first themed product roadshow in the overseas market, and the star attractions
its stylish appearance. It comes
were the MF30 Wi-Fi modem and S620 CDMA mobile phone with QWERTY keyboard. So that
in green and white or black and
people could better understand the products, ZTE created the concept of “Citizen Mobile Journalism.”
orange, and has a small Qwerty
Users could take pictures and write news stories using the S620, and upload them to the internet with
keyboard for convenient input.
the MF30. Everyone could be a journalist. Through a series of activities, people became familiar with
Moreover, it is preloaded with
functions of the phone, and also became aware of ZTE’s involvement in the local social scene.
MSN and Facebook, and has
The event attracted a large number of people who actively participated in the programs. People
three in-built games: Blue Sea,
took photos, and uploaded them to Facebook and Twitter to share with others. Guest speakers were
Golden Miner, and Magic Bomb.
also invited to give live talk shows. They discussed the “Citizen Mobile Journalism” theme, told the audience how to find, write, upload, and share news with others, and demonstrated ZTE’s products. The local media were there to cover the event. Many loyal ZTE customers were at the event who felt privileged to use ZTE’s mobile phones. All in all, the event strengthened ZTE’s cooperation with its partners, attracted attention before the end of year sales, and also presented a fresh look of the ZTE brand to Indonesian customers.
10
December 2010
ZTE N720 comes in white and light yellow and is
The X630 multimedia entertainment mobile with
The R236’s QWERTY keyboard
penguin-shaped. The front section of the handset
QWERTY keyboard is a new member of the
enables fast and accurate input and
has a 2.8-inch touchscreen, and the back has an
“Smile” series and like X730, it is an entry-level
Android logo that appears at the bottom of the
handset in its own class. It has the same cat
casing. The logo represents the device’s Android
eye button (the colored area around the hang-
system. As well as functions like Wi-Fi and GPS,
up key) as the rest of the Smile series. The main
color, giving the phone an elegant look.
the N720 has a built-in G-sensor, which makes
menu is arranged in a square grid of nine icons
The built-in analog TV signal receiver chip
for more comfortable viewing. The N720 is the
with a dark display background. This phone is
can receive and process TV signals from
first choice among twenty-somethings and those
sure to be appreciated by the trendy “thumb
various stations in real time. Free TV makes
wanting to project a youthful image.
generation.”
the phone more appealing to consumers.
N720
makes messaging easy. The black varnish casing is decorated with a metallic red
•Standard GSM/UMTS/HSDPA/HSUPA •Camera
•Standard GSM/GPRS •Camera 0.3 megapixels •Display
X630
R236
3.2 megapixels •Display 2.8-inch TFT, 240×320 pixels •
2-inch TFT, 220×176 pixels •Dimensions 104mm×58mm×
2-inch TFT, 220×176 pixels •Dimensions 107mm×53mm×
Dimensions 106.8mm×59.2mm×14mm •Weight 105g
12.8mm •Weight 80g
13.5mm •Weight 90g
•Standard GSM/GPRS •Camera 0.3 megapixels •Display
December 2010
11
ZTE is always innovating. Some innovative measures were taken at the design stage to ensure S213 came out on top in terms of cost-effectiveness. Practical functions such as flashlight, FM radio, and MP3 are built in. Storage capacity can be also expanded by using a MicroSD card. S215 is a complementary device of S213 with different colors for different tastes. S213/S215
•Standard GSM •Display 1.5-inch CSTN, 128×128 pixels • Dimensions 107mm×45mm× 13.3mm • Weight 66g
Juggling work and life can be made easier with Z-Pad Z70 tablet from ZTE. Following on the heels of ZTE Light tablet, this tablet has the functionality to play different roles for different people. In work life, Z70 is like a personal assistant. Powered by Android 2.1, it can smoothly handle office documents. At 205mm×115mm×13mm, it is slim and portable, reducing need for extra load during business trips. In leisure time, Z70 provides free internet access over Wi-Fi in airports or cafes. As for entertainment, it can serve as an MP3 player, MP4 player, or even a PSP. The 7-inch screen is designed for extraordinary visual experience. The high-end configuration and smooth performance are great for entertainment. Z70
• Standard WCDMA/CDMA •Operating System Android 2.1 •Display 7 inch TFT, 800×480 pixels •Weight 420g •Dimensions 205mm×115mm×13mm •Memory 4GB ROM + 256MB RAM, expandable to 512MB; Supports up to 32GB MicroSD card
•Standby time 120 hours
12
December 2010
As a member of “Smile”
BMW Vision EfficientDynamics
AC30 is as small as a palm. Its slender body,
series, ZTE X730 inherits the
interprets the future of sheer driving
complemented by small curvature at the corners and
design concept of X930—slim and
using present technology. Its futuristic
sideways angle, is slim, light, and dynamic. The AC30 with
chic. Vibrantly colored widgets on
styling is striking, and the AL621 has a
Wi-Fi access allows up to 5 Wi-Fi devices to connect to the
the touchscreen are arranged in
similarly impressive form. The AL621
Internet at the same time. It is compatible with Windows XP,
a grid. Click on the “social” icon
defines future-oriented data cards with
Windows 7, and Windows Vista. It also provides 4 hours
and social networking applications
the power of technology.
of usage time and 100 hours of standby, which guarantees
such as Facebook, MSN, and
BMW Vision EfficientDynamics has
Twitter appear. With the “games
supreme efficiency with an average fuel
& apps” widget, built-in Java
consumption of 3.76 l/100km and a
applications can be used. It’s
CO2 emission rating of just 99 g/km.
also possible to download games
Its hybrid power and environmental
using mobile internet (WAP). These
friendliness makes it a symbol of the
functions can help you become a
future. The AL621, which supports LTE/
social networking star.
DC-HSPA+/EGPRS, tells us the future has different roads and this is the one
X730
•Standard GSM/GPRS •Camera 2 megapixels •
we need. The AL621 has exceeded
Display 2.8-inch TFT, 240×400 pixels •Dimensions
all expectations just as BMW Vision
104mm×48.6mm×11.9mm •Weight72g
EfficientDynamics has done.
wireless Internet access on business trips.
MF680 looks sharp with a streamlined body and vibrant colors. It supports dual cell HSPA+ and, with peak download speed of up to 42Mbps and peak upload speed of up to 11.5Mbps, has the fastest transmission speed in the world. Users can gain quick access to the Internet. Using the MF680 is like driving a superb racing car, but the heat output is small. In networking tests of operators in dozens of countries, the MF680 has performed optimally with rates close to the theoretical limit.
December 2010
13
COVER SHOW
On a lazy afternoon, coffee, dessert and other comforts come together to form a heart-warming picture. What we seek is refinement. With ZTE Light, you can connect to a Wi-Fi wireless network, search Google to collect information, or login to Google Talk to communicate with colleagues. Accompanied by a cup of coffee and dessert, you might enjoy time with ZTE Light on a warm and sunny afternoon.
By Tang Qiao
14
December 2010
ZTE Light
•Standard WCDMA/UMTS •Operating System Android 2.1 •Camera 3 megapixel rear camera •Display 7 inch TFT, 262, 000 colors, 800×480 pixels •Weight 389g •Dimensions 192 mm× 110mm×12.6mm •Memory 512MB ROM +512 MB RAM, MicroSD card up to 32GB •Standby time 500 hours
“Within books, one can find houses of gold. Within books, one can find ladies as fair as jade.” To be immersed in a sea of books, does one have to pile them high on the desk? Or sit in the library or study? Definitely not! Mobile reading is already at hand. With ZTE Light tablet a kingdom of books is only a touch away, anytime and anywhere.
December 2010
15
COVER SHOW
Are you still feeling burdened by difficulties? Are you depressed with the routine of life? Maybe you’re helpless in the face of a bleak future? Life is like a box of chocolates, you never know what you’re gonna get. Do you still remember what the “Butterfly Effect” is? A tiny variation can change everything in the future. ZTE Light can usher in new opportunities at the next intersection and help you reach your destination more quickly with the help of GPS. With ZTE Light you will never get lost.
• Lightweight (half the weight of 3G iPad), thin and portable • Powerful functionalities including widget support, 3D animated photo gallery, gravity sensing and GPS navigation • Running on the open source Android OS that is expandable and has 64% free apps in the Android market • Seamless switching between 3G and Wi-Fi, support camera and voice calling, and is competitively priced
16
December 2010
FOCUS
By Ta ng Qi ao, H an
Lei
T
he release of Apple’s iPad has ushered in a new age of Pads. Pad enables a new ecosystem, and as a new link in the digital product industry, is going to change its future structure. Pad makes mobile life easier and brings with it a brand-new lifestyle. A Pad revolution is coming.
December 2010
17
FOCUS
Evolution of Pad
Pads have been evolving for over 40
years—from the first proposal in 1968 to today’s ongoing revolution sparked by iPad. Traces of this evolution can be seen in all the important organs of the Pad product—from button to screw, from screen to shell, from CPU to battery, all these have been updated. The evolutionary road has not been smooth. The Pad has gone from fantasy to reality, from depression to almost extinction and then to revival. The ancestor has become a fossil, confined to the museum. But its heritage can be clearly seen in today’s descendants. How many elders does this gadget have exactly?
Time Travel
To witness the birth of the Pad, we
have to travel back to 1968.
1968: Embryonic Period The Dynabook was conceptualized in 1968 by famed computer scientist Alan Kay. It was envisioned as a laptop that could give children access to digital media. The device conceived at the Xerox Palo Alto Research Center in 1972 bears a striking resemblance to the present iPad. Kay’s vision for the Dynabook included a portable PC, electronic books, the ability to connect to a high bandwidth
18
December 2010
I
am a professional wizard. I have no flashy clothes—no USB ports, no removable battery, no camera, no multitasking, no Flash support. People say I am an oversized iPhone that can't make calls. However, with my big face I have great capabilities. With the iWeight application, I can become a set of scales. I receive so much attention that my brother — iPhone — panics. In order to have a bigger face, my brother comes with a magnifier. Using a touchscreen magnifier, iPhone can be instantly turned into an iPad.
Dynabook, the first complete concept of a tablet PC
network, a plasma screen, and even a virtual keyboard. Kay describes a system whereby books could be downloaded onto the device via the network. The device and concept was ahead of its time. In fact, the first commercially available tablet-type PC was the GRiDPad developed by GRiD Systems Corporation in 1989. It was based on MS-DOS.
1996 to 1999: Early stage
In 1992, Microsoft launched a software suite “Windows for Pen” in the hope of developing a pen-based Microsoft tablet PC. It was discontinued two years later. Apple introduced the Newton—the first PDA—in 1993. In the following year, Hawkins, founder of Palm Computing, developed a handwriting input method called “Graffiti.” This system was implemented on PDAs.
Palm Pilot 1000 released in 1996
In 1995, U.S. Robotics acquired Palm Computing and introduced a widely successful PDA—Palm Pilot 1000.
2001 to 2004: The middle stage The term “tablet PC” was coined by Microsoft in 2001. After the official release of Windows XP tablet PC Edition, the tablet PC market grew. IBM’s ThinkPad, Fujitsu’s LifeBook, and HP’s TC series were
launched as a consequence. As of 2004, at least five products were available on the market; these were expensive and only purchased by a small number of high-end business users.
Door to film and TV Many video websites have begun moving into the mobile environment and have launched iPad-friendly sites. iPad can replicate the success of iPhone with the help of the hundreds of thousands of applications in the App Store. Because of App Store, iPad
2010
has become the turning point in Pad development, and lights up a bright
On 27 January 2010, a tablet PC called iPad was introduced
road for Pad development.
by Apple. It is positioned between a smartphone and a notebook, and is used for browsing the web, sending and receiving emails, viewing e-books, and playing audio and video. Apple sold one million iPads in the first 28 days after release and 3 million units in first 80 days after release. iPad sales have fired up the long dormant tablet PC market. With the emergence of tablet PC operating systems such as Android, Windows 7, BlackBerry Tablet OS, HP webOS, Intel and Nokia’s Meego, Linux and Window CE, the tablet wars have well and truly begun.
Anywhere Door
In the magic world, there is an
anywhere door. The door has a knob that, when turned, leads you into another dimension. iPad has a similar door—App Store. It looks like a regular folder and with only a few clicks, you can open
The Incoming Flood of Tablets
The soaring sales of iPad have spurred demand for touchscreen
devices. The touchscreen is the main component of a tablet PC. People born in the 1980s and 1990s
the door to hundreds of thousands of
are purchasing iPads, and even middle-
ideas packaged into procedures.
aged and older people have become iPad fans.
Door to the world of games Games are the best selling
The enormous success of iPad
applications in Apple’s App Store.
is stimulating
“Angry Bird,” the most popular
hardware and
iPhone and iPad game, has been downloaded more than 1
software
million times.
developers
Market research firm Wedge Partners predicts that 48
to enter the
million iPads and 100 million iPhones will be sold in 2011. Apple’s
Pad market.
opponents in the gaming industry are anxious. Nintendo America
More than 32
president Reggie Fils-Aime said to Forbes: “Apple has become our
kinds of iPad-
competitor, a far greater threat in the short term than Microsoft.”
like tablets have been developed,
Door to new media Media tycoon Rupert Murdoch has lavished praise on iPad
are being developed, or are expected to be
describing the device as a “game changer” for news media. News
developed by a number
Corporation and Apple have been collaborating on a newspaper
of well-known global IT
exclusively for iPad called The Daily.
manufacturers.
December 2010
19
FOCUS
I
A Whole New Way of Reading Paper was invented several thousand years ago. It is one of the world’s greatest inventions. However, many of the limitations of physical books can be attributed to the characteristics of paper. Making a book from paper is a complex process. A whole printing and manufacturing process must be undertaken before a book is delivered from the factory to the reader. Publishing a book consumes
t is turning our eyes away from TV and towards a piece of “board.” It is the “fourth screen” we are searching for that will bring about new lifestyles. On 13 July 2010, Donald Tsang, Chief Executive of Hong Kong, used an iPad to browse his speech notes and answer questions in the Legislative Council. On 31 August 2010, when Dmitry Medvedev convened the Federal Assembly of the Russian Federation, 10 to 15 members could be seen using iPads instead of portable computers they had used in the past. On 17 April 2010, Chinese pianist Lang Lang surprised an audience in the San Francisco concert hall when he gave a performance using an iPad and the magic piano application.
time and resources. Amazon’s Kindle caught people by surprise; many users are reporting their dissatisfaction with the device’s black and white display and slow page flipping speed. This has changed somewhat since iPad, also known as “the Jesus tablet,” was invented. As soon as iPad was launched, Time magazine published an iPad
A Breakthrough in Man-machine Interaction Beneath the LED glass of iPad hides 1000 touch spots.
edition. The contents of the Time edition were put into iPad , but the
Apple’s senior vice president of industrial design Jonathan Ive said,
use of pictures was raised to a new level. Time magazine features a
“When things move beyond our comprehension, they become
section called “The Moment.” In the iPad, “The Moment” is expanded
incredibly magical. That’s the case with iPad. I do not need to
into six full-screen pictures, and Time’s “Weekly Photo” section that
adapt to the product, but the product adapts to me. In many ways,
appears on its website is also extended on the iPad. Throughout the
it defines visual and tactile perceptions of the future.”
text, the proportions of the pictures are also dynamically adjusted for
Hands are perhaps the most important tool for transmitting
best reading experience on a digital device. The order of articles on the
human intelligence. The distance between ideas is closed by
iPad was changed so that shorter articles could be accessed first, then
operating a computer keyboard. Although MIT’s Media Lab is
medium-length articles, and finally feature-length articles. This lineup
working on an amazing “Sixth Sense” project, there is still a long
makes for a more satisfactory reading experience on the iPad.
way to go before it can be practically applied. For a long time to come, multitouch technology used in iPad will be the only mature technology through which we can have close contact with the
Using Pad to read c a r t o o n s o ff e r s a different experience
virtual world.
A revolutionary way of communicating Multitouch is more than a convenient way of operating using fingers, it is revolutionary. A program being run by Speak Dolphin at Dolphin Discovery’s swim facility in Mexico is testing both the iPad and Panasonic Toughbook. Merlin, a two-year-old dolphin,
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December 2010
several methods of computerized communication to allow him to escape his disability, but the iPad was the first that worked first time. Since its debut in April 2010, iPad has become a popular therapeutic tool for people iPad provides a means of communication for people with language barriers
with disabilities of all kinds. Parents of autistic children are using iPad applications to teach basic skills like brushing teeth and communicating better.
Good control of games As opposed to traditional gaming consoles, iPad has no direction keys or physical
uses his elongated beak to operate the
keyboard. Most operations are performed through a built-in gravity sensor and virtual
touchscreen and is learning to associate
touch keys. Although it has no physical buttons, iPad brings a more realistic gaming
symbols with objects. With a symbol-
experience and can be held like a steering wheel. Real Racing HD lets users race through
based human-dolphin communication
forests, seaside circuits, and burning deserts. Gamers can see every detail in HD on the
interface, one day the dolphin may be able
large iPad display. iPad technology is responsive and precise, and this makes the virtual
to use the iPad to tell you what he wants.
car easy to control. Tilt to steer with the accelerometer or put your finger to the metal with
The rudimentary symbol association on
multitouch technology.
a touchscreen could potentially provide
The games business has put a great deal of emphasis on developing Pad games.
a way for humans to communicate more
Peter Moore, president of EA Sports said, “If it’s got a great screen and some buttons,
intelligently with animals.
and if you can turn it on and connect it to the Internet, it’s got the ability to be a games
Moreover, multitouch has become
machine.” The focus of the games industry is now shifting from consoles to other
a new tool of communication for people
devices. The Apple tablet PC will become an important part of the games industry.
with language barriers. At seven years of age, Owen Cain, who has had motorneuron disease since infancy, does not have the strength to maneuver a computer mouse. However, in June 2010, when a nurse propped an iPad within his reach, he aimed his left index finger at an icon on the screen, touched it and opened the Gravitarium application. Over the years, Owen’s parents have tried
1-2.The iPad game Real Racing HD is a great visual experience 3.iPad used as an instrument by a street artist
Netbook Feel Pressured in the Face of Pad Netbook: Look, a crippled computer. Pad: You are kidding me, aren’t you? Netbook: Oh, no, Pad, see, an alien! Pad: Where? Netbook: With no real keyboard, no USB port, and no multiprocessor, is it not an alien? Pad (looking at the netbook which is jumping from the desk): Netbook, are you flying? Netbook: This is not flying, but falling down in a graceful way. Background: Year-over-year netbook growth was 53 percent in February, 2010 but only 25 percent in March. In April 2010, it dropped to 5 percent. The dramatic decline of netbook sales correlate with the unveiling of iPad.
1
2
3
Netbook vs. Pad Price: Pad has a high price-performance ratio, and is almost the same price as a netbook. Size: The size of Pad has small differences with 9-10 inch netbook, and smaller than 11-inch netbook. It is slimmer and lighter than netbook. Configurations: In terms of both hardware and software, Pad lags behind netbook, let alone notebook. Usage time: Most Pads have a fairly long usage time. iPad lasts 10 hours while a 11-inch netbook lasts up to four hours. Pad wins.
December 2010
21
FOCUS Substitute for speeches, orders, and menus
match and control each other.
According to the German news site bild.de, deputies in
Google introduced autonomous cars. Now engineers at the Berlin Free
the German parliament are heavily in favor of using iPad rather
University have developed a car based on the Volkswagen Passat that can be
than paper. iPads have become so popular that they were
controlled remotely using an iPad. The car makes use of satellite navigation,
recently approved for use by politicians giving speeches in
radar, and laser scanners to drive itself to your location. You can use an iPad
parliament.
app to set the destination.
Markley Enterprise is a small company that designs marketing displays for stores Kegbot (L) An iPad-controlled drum machine (R)
and trade shows in Elkhart City, U.S. The company recently gave their warehouse employees new iPads. Previously, workers had been required to carry lists on paper and when an order was picked, a computer was used to update the inventory. Needless to say that in a 20,000 square foot warehouse, finding a
iPad can also be used to play music with robotic drums. 18 darbuka
computer meant a lot of walking. “We put pedometers on
drums and 36 robotic arms can be controlled wirelessly. Drum music is
our people and saw that the number of steps taken by our
composed and played at a music sequencer on an iPad.
employees every day decreased by 30 percent with the iPad,”
Beer-loving Yelp engineers have created an iPad-powered beer KegBot—
said the president of Markley Enterprise. “Using iPad is also
a beer dispenser with control functions. Using sensors and an RFID card,
greener, because we cut down on paper.”
the KegBot measures the amount of beer flow and temperature, displays
In Rydges Hotel, Sydney, diners can order using an iPad
information about the beer, and keeps track of drinkers.
app instead of the traditional menu. In New York City, De
Soon, people will be able to use a simple but powerful terminal—call it
Berardinis beauty salon is replacing most of its magazines
Pad for the moment—to access all kinds of services on-demand. As well
with an iPad so that clients can play around while enjoying
as entertainment features such as video call, TV, remote shopping, online
service.
video, and electronic reading, this “fourth screen” will even be able to provide discounts and real-time traffic information for the surrounding neighborhood. It
Crossover
will also bring about changes to the newspaper industry.
different fields.
technology solves the contradiction between what the eyes see and how
Crossover originally referred to cooperation between two
What’s more, Pad will bring about an operation revolution. Multitouch
Now, crossover also represents the integration of
the hands operate. It allows users to carry out simultaneous operations with
novel attitudes towards life and new aesthetics. It enables
multiple fingers, and this is the hardware basis for more novel modes of
previously unrelated elements to mix and fuse and even to
operation.
E-Book Reader vs. Pad E-Book Reader Feels Frustrated in the Face of Pad
Screen: Users have long been frustrated by the slow refresh speed of the e-ink.
Pad: Entertainment is only
supports fast page turn rate, but also color e-books that cannot be easily read on e-ink
my part-time job, my real
devices. Although color has come to e-ink, response speed and resolution still needs
identity is a library.
to be improved.
Kindle: Don’t cheat on me,
Reading function: Pads with large-screen interfaces win. The relatively slow
I’ve received high education.
response of the e-ink display means that the Kindle experience is not as good. Kindle
Pad: …
can provide both horizontal and vertical viewing, zoom, read-to-me, highlights, and
Kindle is no exception. Slow refresh speed is the main barrier that prevents the development of E-Book reader using the e-ink display. However, Pad not only
annotations. But it can not compare with Pad in terms of page turning. Moreover, Pad supports a virtual bookshelf where books can be elegantly stored.
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December 2010
I
t took one and a half years to sell one million first-generation iPods, It took 74 days to sell one million first-generation iPhones; But it took only 28 days to sell one million iPads. iPad is a success, a “magic” product. It has the portability of a mobile phone, the same generously-sized screen as notebook, and almost the same data processing capability as a desktop. In the iPad, boundaries are blurred between product features, and media, publishing, games, and music integrated.
The Crisis of MID and Prosperity of Pad
Pads, in contrast, are thriving.
repeat the same failure as netbooks?
After debuting on 3 April 2010,
The outlook is no so bleak. Compared
Are Mobile Internet Devices (MIDs)—
iPads sold one million units within 28
with netbook, Pad has better portability,
newcomers to the market—dead on arrival?
days, greatly exceeding predictions by
better workmanship, and better control
Bigger than a smartphone and smaller than
analysts. It has taken several months for
of power consumption. Most of all, its
a notebook, they appear to have lost their
the MIDs to reach this milestone. iPad
market positioning ensures that it will not
lustre with users. Whether this is in fact the
sales are predicated to surge in 2011,
be abandoned.
case, the advent of the Pad age may soon
which not only shows the success of
According to Forrester Research,
sound the death knell for MIDs .
iPad but also forecasts that Pad will have
Pad sales in the U.S. will surge from a
a bright future.
modest 3.5 million units in 2010 to 20.4
MID has not caught on as Intel expected. Compared to iPhone and iPod
Apple has caused an international
million units in 2015. This represents a
touch, only a few million MIDs have shipped
stir with iPad’s release, and major
42 percent compound annual growth
globally according to Gartner analyst
computer and notebook manufacturers
rate. Forrester predicts that by 2014,
Van Baker. MIDs, which are declining in
are jumping on the Pad bandwagon.
more consumers will use tablets than
popularity, are going to be an abandoned
Electronics manufacturers are also eyeing
netbooks; and by 2015, tablets will
orphan.
the Pad market. The hot sales of Pads
constitute 23 percent of PC unit sales.
are reminiscent of the great success of
In this emerging market, those who
netbook a few years ago. At that time,
can accurately foresee the direction of
major brands followed the trend towards
the industry and market will have better
netbooks. But because of its poor
opportunities in the next few years.
performance compared with traditional
More business opportunities will
notebooks, netbooks have been in
bring more intense competition. There
gradual decline. In the long run, will Pads
may be a war of frameworks, operating systems, or application stores in the future Pad market. As for users, the only question they have to consider is: “Which
Pad comes in many humanized designs and is visible everywhere
tablet is cheapest, most durable, and most practical?”
December 2010
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PRODUCT SNAPSHOT
2
010 has seen the smartphone market increase significantly and the Android platform rise to stardom. Manufacturers have launched Android smartphones one after the other. In recent years, ZTE has developed rapidly in the field of mobile terminals and is competing with the best. As well as Blade and Racer, ZTE — in cooperation with Vodafone — has released another blockbuster: the Vodafone 945.
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December 2010
Éclair was a codename for Android 2.1, now a popular Android platform. To keep the original operating system, ZTE has not done any in-depth development on the device’s operating system. Only frequently used functions—menu, message, e-mail, and telephone—have been added to the shortcut bar. This makes it easy for beginners. The original Android 2.1 has its advantages. The simple and handy UI may not be pretty, but it reduces the burden on hardware. As for the menu interface, Vodafone 945 has the same animation effects as Google’s flagship smartphone Nexus One and its drop-down menu is stylish and dynamic. Enter the menu and you will find rich built-in applications. The 945 is customized for Vodafone and provides powerful customized services. For example, the Vodafone 360 application store provides access to thousands of applications, and Vodafone Music provides a catalogue of over 2 million DRM-free tracks. Of course, the core Android applications Google Maps, Gmail, and Android Market cannot be omitted. Apart from these three Google Apps, Android’s multitasking works perfectly on Vodafone 945. You can browse websites and do other things at the same time on the phone, just like a computer. Managing the running programs is easy on the 945 handset. In addition to a 600MHz processor, the phone has 512MB of ROM and 512MB of RAM, making it a mid-range device.
The rich built-in applications highlight the practicality of the device
The phone supports the animated wallpapers
With its outstanding configuration, the Vodafone 945 can give an extraordinary experience. It has a capacitive screen that allows for multitouch functionality. The 3.2-inch screen has a high resolution of 240 × 400 pixels for a clear viewing. It might not be enough just to watch videos online with Vodafone 945. Social networking services are also available on the phone. In addition to social networking applications like Gtalk, the handset is powered by Vodafone’s 360 People, allowing for seamless connection with friends and businesses. The 5 megapixel auto-focus camera makes it even better. The camera is not limited to shooting pictures or making video calls but can be used to scan documents or business cards and has self-timed shooting. This mid-range smartphone, jointly developed by ZTE and Vodafone, shows that ZTE’s ability to customize has progressed from low-end to a higher level and that ZTE’s R&D capabilities in advanced technology is recognized by the world's top operators. ZTE’s global terminal sales volume jumps 50% to 90 million units in 2010. With constant breakthroughs in overseas high-end markets in the foreseeable future, ZTE will consolidate its leading position in mobile terminals.
December 2010
25
By Jesse
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December 2010
A
pple’s iPad was the trendsetter of tablet PCs, providing a new entertainment experience for the Internet. Just as a photographer carries a compact digital camera as well as an SLR, so too a laptop is complemented by a Pad device. In keeping with the latest trends, ZTE has launched its own Pad.
iPad has become so popular around the world that it has almost become synonymous with the term “tablet PC”. However, ZTE Light (V9) is thinner, cheaper, and has gained a significant place in the tablet PC market.
1. A tablet or a mobile phone? The first generation iPad was Wi-Fi-only. Because of iPad’s excellent performance, the 3G+Wi-Fi version was highly anticipated. However, the fact that it did not support voice calls disappointed many Apple fans. Perhaps for a Pad device, voice calls are not a necessity, but the absence of this function was still disappointing. Whereas iPad has a microSIM card slot, ZTE Light has a SIM card slot. A 3G card can be easily swapped between ZTE Light and 3G mobile phones without the need to cut the SIM card. ZTE Light not only supports WCDMA 3G connectivity but also voice calls and SMS. As far as voice calls are concerned, ZTE Light is superior to the iPad. Although Skype calls can be made on iPad, they are not as convenient as direct voice calls.
2. Why 7 inches? Screen size is a major feature of handheld digital devices. Equipped with large color LCDs, early mobile
3. A cost-effective tablet
phones ushered in an era of networked multimedia, and
ZTE will cooperate with global operators to competitively price ZTE Light,
large touchscreens gave birth to iPhones and iPads. ZTE
which is positioned as a cost-effective tablet and is intended to attract trendy
Light has a 7-inch TFT resistive screen with 262000 colors
young people and home users. iPad’s portability is limited to domestic spaces.
and 480×800 pixel resolution; it is more compact and
At 192mm × 110mm × 12.6mm and with a plastic shell, the ZTE Light is
portable than the 9.6-inch iPad. The screen has good
smaller and lighter than iPad. ZTE Light provides up to 10 hours of usage time
display effects for browsing websites or watching videos.
so that you can stay connected almost anywhere.
December 2010
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PRODUCT SNAPSHOT
The Android platform is more open than iOS4. No doubt video conversion and synchronization is a nightmare for iPad users. Even if an iPad is jailbroken, there is still a stability problem. But ZTE Light runs on Android—like the Samsung Galaxy Tab—and provides a more open Internet experience than iPad.
1. The Android difference ZTE Light is equipped with Android v2.1 OS and is similar to a smartphone. Generally speaking, the difference between ZTE Light and mobile phones running on an Android OS is small. Compared with an Android mobile phone, ZTE Light has a shortcut bar at the bottom of the screen that includes five commonly-used functions: app, dial, contacts, SMS, and e-mail. The bar remains on the top of the desktop regardless of which homescreen it is dragged to. ZTE Light has five homescreens, sufficient to accommodate all applications.
At this point, the widget function should be mentioned. As well as Android widgets and shortcuts, ZTE’s customized widgets—including clock, music, and search—can be placed on the desktop. The app shortcut at the bottom of the screen takes users to an application menu. Application icons are arranged in a grid and can be moved around. The smooth performance is attributed to ZTE Light’s high-end hardware. Another advantage of Android over Apple OS lies in Android’s powerful compatibility. Even if a third-party program is not available in the Android Market, it can be downloaded through a computer and copied directly to ZTE Light. Moreover, ZTE Light is compatible with more than 80% of the applications on an Android phone. In terms of Internet experience, websites can be viewed in full scale on the 7-inch screen without the need to zoom in and out.
2. Rich entertainment experience How could a Pad not provide good entertainment? Numerous games can be downloaded from the Android Market, including gravity sensor games. Another advantage of Android is that many apps are free. The built-in image viewer is cool. Together with gravity sensor control, users have a refreshing experience viewing pictures in full screen or slideshow mode. A camera is another feature that iPad lacks. ZTE Light has a 3 megapixel camera with optional settings such as ISO, sharpness, saturation, and white balance that enable users to have greater control when taking pictures.
Running on Android, ZTE Light gives great performance. Its openness, support for voice calls and camera are unique features that are absent in the iPad. And the longer battery life and larger screen size of ZTE Light outclass ordinary Android phones. Its affordable price makes it viable as a mass market tablet.
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December 2010
SUCCESS CASE
J
By Jing Hebo
apan is one of the most developed countries in terms of mobile communications and has one of the most competitive telecom markets in the world. ZTE’s Japanese client Japan Communications Inc. (JCI) is therefore eager to improve network efficiency and increase income through innovation. JCI is seeking to develop an important market of corporate clients by offering differentiated products and services. For this reason, ZTE has recommended innovative uFi Mobile Hotspot product solutions. uFi is represented by the MF30 wireless mobile router, which meets JCI’s need for differentiated products and services.
Poor indoor signal has long been a problem. The light and compact MF30 mobile wireless router perfectly solves this problem. An MF30 can Japan has a large consumer base for electronic products, and most of these products are Wi-Fi capable. In most circumstances, customers have no direct relationship with an operator when they gain wireless access. Wi-Fi users are not mobile 3G users, and there are a large number of such users. Consequently, operators are now interested in exploiting these vast markets by integrating mobile Internet and wireless 3G technologies. The corporate segment cannot be ignored in the highly competitive Japanese market. In order to improve network efficiency and occupy a strong position in a competitive market, JCI is in urgent need of a new product that has an innovative business model.
cover a 50 meter radius. It can be placed where the signal is strongest, and then a device can go online anywhere in the room. The MF30 also supports a variety of Wi-Fi enabled devices, including PSPs, digital cameras, laptops, and MP4s. As long as devices are Wi-Fi enabled, they can access the Internet via MF30. Under normal circumstances, every electronic product is not equipped with a USIM card. So MF30 virtually extends online time. By allowing multiple devices to share a network connection using a single USIM card, only one bill needs to be issued. The MF30 allows for simultaneous connection of 5 devices, which is suitable for providing temporary Internet access to a small team. If shared Internet access is necessary for a meeting, or the cost of fixed broadband is high, MF30 provides fast, convenient service.
With the debut of iPad in April 2010, tablet PCs are set to take the world by storm. It is natural that Wi-Fi devices access the Internet over 3G networks
Competitively packaged by JCI, the MF30 was well received by
using the Wi-Fi + 3G model. JCI seeks to convert Wi-Fi users to its mobile 3G
consumers and has driven the overall sales of JCI's mobile broadband
network. From among many products and solutions, JCI chose ZTE’s MF30
products. The MF30 has also won favor with a well-known notebook
as a powerful technology to conquer the market because it has four major
manufacturer, who has purchased it in bulk for internal office use and
advantages.
for promotional gifts.
The MF30 offers wireless Wi-Fi connectivity. There is no need to plug
The MF30 helps JCI increase revenues, and develop an important
or unplug into any laptop, and it is portable. Compared with the traditional
base of corporate clients. A similar uFi product—the EV-DO wireless
data card, it revolutionizes the way people access the Internet.
router AC30—sold over 300,000 units in the U.S. in 2010.
December 2010
29
MOBILE MOSAIC A picture can mean different things to different people. The same can be said for products. Koreans and Japanese are fond of clamshell phones, Europeans and Americans aren’t. Slide phones sell well in America but are not popular with Europeans. Research indicates that human behaviors are determined by ways of thinking, which are in turn shaped by culture and customs. For this reason, a product is not usually successful in all nations. When determining target markets, companies must launch products that cater to the needs and preferences of local users. This is referred to as “localization”. To know what kinds of products best suit local users, cross-regional user research is carried out.
The workday example just mentioned highlights a particular issue in the Bengal market. For religious reasons, workdays and weekends in Islamic countries fall on different days to those in the other parts of the world. The default setting for weekdays is Monday to Friday on phones sold in Western countries. However, in Islamic countries, user research determines that this default must be changed: 1. Change the default workdays from “Monday to Friday” to “Sunday to Thursday” weekend weekend workday workday workday workday workday MON
TUE
WED
THU
FRI
SAT
SUN
weekend weekend workday workday workday workday
workday
2. Users tick the boxes for workdays MON
TUE
WED
THU
FRI
SAT
SUN
3. Changes must also be made to highlight the new weekend
The same design is sometimes understood differently by users in different places. This is because of cultural differences in ways of thinking. For example:
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December 2010
The W
Importance of Cross-Regional User Research
hat are your usual workdays? It may sound like a straightforward question, but the answers can vary depending on where you live. Jack, a British employee, works Monday to Friday, while Kalam from Bengal works Sunday to Thursday. By Xu Guang How about you?
Differences between left-handed and righthanded users can pose a challenge to userfriendliness. Research indicates the proportion of left-handers is higher in the U.S. and Europe than in Asian countries. Take The heart shape symbolizes love, sweetness, and romance to the Chinese. A phone for the U.S. has a heart shape next to a highlighted bar to show the selected option. However:
Britain for example. Left-handers account for over 12% of the population. According to research, this is due to differences between oriental and occidental ways of life. However, many touchscreen phones on the market are designed for right-
Females in the U.S. might find heart shape girlish, naive, and not in keeping with the image of a mature woman—whose dress sense may be neutral or highly individual, but sophisticated. U.S. male users might think it odd to have a “cute” icon displayed
handed user interaction. This is inconvenient for the large number of left-handed users. Therefore, ZTE has added ‘usage habits’ to the interactive interface, which allows switching between left-handed and right-handed modes and enhances user experience.
on their phone.
A “usage habit” option can be added in phone settings:
Failure to understand linguistic differences may also cause inconvenience.
Settings>Phone Settings>Usage habits> Right-handed Left-handed The ‘OK’ key is too awkwardly placed and uncomfortable for left-handed users
In France, AZERTY keyboards are used, as opposed to QWERTY keyboards in English speaking countries. Thus, mobile phone keyboards need to be changed to enhance the experience of French-speaking users.
Settings>Phone Settings>Usage habits> Right-handed Left-handed Now it becomes more comfortable
The AZERTY keyboard
The QWERTY keyboard
In contrast to English and Chinese language, question and exclamation marks in Spanish appear in pairs, for example: ¿Quién es Paco? or ¡ Buenos dias!� Products sold in Spanish-speaking countries therefore need appropriate modification: When a user inputs the first question mark or exclamation mark, the second automatically appears and the cursor stays within the pair: ¿ | ? Even in English, there are subtle differences between British English and American English. An “organizer” in American English is an “organiser” in British English. Other examples include: color and colour, meter and metre, license and licence. ZTE has begun building a word standardization database to avoid
Through all possible means, ZTE is researching differences between overseas and Chinese users in terms of preferences and practices. This will assist user interface and interactive designers to create products that cater for local markets. Specialized User Experience (UE) teams have been formed to focus on specific markets and their characteristics. The European UE team has undertaken research in key European countries several times to determine the living arrangements, lifestyles, functional requirements, usage habits, and preferences of locals. As our work progresses, our products will gain widespread approval and get people saying “This is the right phone for me.”
misuse of American and British English. December 2010
31
By Liu Huan he FaceTime video calling function makes iPhone 4 more a television than a phone. With iPhone 4 and FaceTime, video calls have moved from 3G to Wi-Fi. Mobile phones have become mobile terminals that can accommodate a mixture of different communication technologies and protocols. Today’s phones can carry text, image, voice, and even high-speed high-definition interactive video. In the field of digital consumer products, Apple has had one success after another. This time, Apple is not only taking on mobile terminal manufacturers is also venturing into territory that has traditionally belonged to mobile operators.
T
The concept of video calling had actually been proposed before the first fixed-line telephone was installed. Video calling can be traced back to 1964, when the Picturephone, an AT&T gadget, was introduced at the World’s Fair in New York. However, half a century later, the oldest and largest phone company in the U.S still doesn’t have a sufficient network for meeting the challenges of large-scale video calls. Even countries with a widespread 3G network cannot handle largescale use of video calls. Once video calls are made on a large scale, bandwidth becomes highly congested. People are racking their brains to update technologies, increase tariffs to slow down the popularity of video calls, and to build a lot of base stations.
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December 2010
Problems plaguing voice calls for half a century can be solved by the 13.41 MB FaceTime. This new standard will bring about a revolution—mobile phone manufacturers will be able to break the monopoly of operators over video calls. FaceTime enables video calls
Why Video Calls Cannot Take Off on Mobile Phones
to be made over a Wi-Fi connection instead of over operator networks. The magic of Apple seems to have finally started the long-awaited video revolution.
3G was deployed in Hong Kong several years ago. Before this, the operator ARPU was around RMB40. But in the 3G era, ARPU generated by data users is around RMB200. Data users account for about 30% of all mobile subscribers, and video calling is not popular. To promote 3G, the HK government began introducing some nonprofit 3G gateways; for example, video customer service for the mute and deaf. The government is now trying to demonstrate to the public the usefulness of mobile video calls. With 3G video, the mute and deaf can communicate over the phone with sign language.
Apple plans to make FaceTime an open industry standard.
In Taiwan, only regular point-to-point video services are available and
It is SIP/VoIP based and currently supports indsutry standard
few people use it. People are not willing to show their face and immediately
technologies such as H.264 for video and AAC for audio. To
hang up an incoming video calls and call back using 2G.
avoid lagging behind the competition, Google will add a video call application to its own mobile platform. The FaceTime mode has now become a tool for mobile phone manufacturers to break the
Although mobile video calling has many benefits, and there are many
monopoly of operators over video calls.
devices that support it, why is the penetration for this service so low?
Problem One: Poor video quality In the past, the bandwidth of mobile video calls was only 64kB/s. Compared with today’s 2-4MB/s high-definition video, the video quality was very poor. Because the camera resolution of mobile phones was not high in the past, the demands on the network were not as high as now.
Problem Two: Low coverage of signal 3G signals are not universally available in most countries. 3G does not have the seamless coverage that 2G has. This means that if you want to make a video call, you have to know where the recipient is. The video call is not successful if the recipient is not within coverage.
Problem Three: Poor usability Making an ordinary phone call requires holding the mobile phone to your ear. However, making a video call requires the mobile phone to be held in a different position, is in front of your face. This can be a very uncomfortable position, especially for long calls.
The rise of FaceTime will eventually make mobile video calls even cheaper than SMS and make video calls a basic function of mobile communications. One day, you might hold your phone on a bus and direct a story for a website in the same way you play RPG game. There’s an interesting patent application from Google called “Web-Based System for Generation of Interactive Games Based on Digital Videos.” The mobile video call revolution will make our time fragments more interesting. We can enjoy a variety of novel applications based on mobile video calls during commute or in traffic jams. New applications will be more diversely developed on the basis of video calls and serve as supplements to mobile video calling application. What FaceTime brings is more than a simple application. December 2010
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