With all the press coverage and promotion from network operators around the globe, it would seem that mobile video is already here. The reality is that the uptake of video services so far has been marginal. The reason for this can be explained when we take a look at the video-enabled handsets that are currently available.
As the encoding and decoding of video is a compute-intensive task, to achieve acceptable video performance (from a consumer perspective), the handset is required to have significant processing power. This factor has primarily limited video capability to the high-end smart phone segment, which, according to Gartner, represented less than 5% of total handset sales in 2004. Whilst forecasts predict significant growth in this segment, it is suggested that by 2008 only around 15% of the total handsets sold will be smart phones. The largest proportion of handsets sold, some 80%, are classified as feature phones.
The Problem
Feature phones are typically designed around a single chip, the baseband processor, which executes the telephony functions as well as the basic applications such as calendar, phone book etc. To maximise battery life, the processing capability of the baseband chip is kept to a minimum, which of course is in contrast to the needs of video applications.
It is clear that the mass-market penetration of mobile video requires video capability of an acceptable level of quality to be brought to feature phones. Due to the limitations of processing resources available, the ideal solution is to integrate the complex video encoding / decoding functions directly into the baseband processor.
The Solution
Headquartered in Oulu, Finland, Hantro was one of the first to identify the potential presented by the device convergence of the camera and mobile phone. With extensive system-on-chip design experience for limited resource environments (i.e. power consumption and processor capability), the company focused its unique expertise on developing the technology designs necessary to bring video capability to mobile handsets.
Offering a complete range of video encoders and decoders (codecs) supporting resolutions from 128x96 right up to 720x576 (equivalent to the resolution provided by high-end DV cameras today) at 30 frames per second, Hantro’s video codecs are ideally suited for integration into mobile baseband processors and provide the capability needed for the successful uptake of all types of video services, such as mobile TV, video messaging, video streaming and video telephony.
A Paradox in the Value Chain
The significant volumes of the feature phone market have naturally attracted a number of new entrants to the device manufacturer segment. With this increased competition driving down prices, the trend is for handset manufacturers to design products based on the integration of proven ‘turn-key’ modules as this approach significantly reduces development time and the risks of encountering unforeseen technical issues.
Paradoxically, the setup costs for IC manufacturers providing the baseband processor have increased dramatically in recent years. In a move to meet the unit price demands of the market, IC manufacturers are looking to maximise run rates by providing more generic products suitable for numerous application use cases.
The gap in the value chain between the ‘one-size-fits-all’ product from the IC manufacturer and the ‘turn-key’ module required by the handset manufacturer requires a unique set of competences that are not native to either party.
The Complete Solution
Because of its unique skill sets and capability in both software and hardware design, Hantro is able to bridge the gap that exists in the value chain. By providing the hardware designs and a complete multimedia application development platform, the company enables IC manufacturers to offer a proven turn-key module with an absolute minimum cost per unit increase that would otherwise be unachievable.
