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Amoi launches 4 Windows Mobile smartphones in China December 11, 2006 [MS Smartphone] | By Edward J. R. Interestingly all of them are powered by Smartphone edition of Windows Mobile and use the new chipset for EDGE from Texas Instruments - OMAPV1030. Lack of 3G and lack of any other distinctive features (like mobile TV and DAB radio) makes these phones rather unsellable in USA and Europe... * * * * * Amoi to Launch Four New Low-Cost Windows Mobile-based Smartphones for the China Market Based on Innovative Texas Instruments Platform Microsoft and Amoi Electronics unveiled four new Microsoft Windows Mobile 5.0 based smartphones running the Texas Instruments OMAPV1030 EDGE chipset. Amoi Electronics is the first device maker to launch smartphones based on this lower-cost, high-performance chipset architecture, previously only available for feature phones, and intends to offer these devices at lower price points than ever seen before in the China market. Previously, smartphones running on a robust operating system such as Microsoft Windows Mobile required a more expensive dual-core chipset to power the rich user interface, data networking and additional personal and business applications. This new single-core solution achieves through higher levels of integration, more aggressive process technology and better system partitioning, and offers significant costs savings on the total bill of materials. As a result of the reduced costs, users can look forward to lower price points. The first of the four smartphones, the Amoi E72, is expected to sell at a price below RMB2,000 (US$250). This is the lowest price ever for a Windows Mobile 5.0-powered smartphone in China. Available in various form factors slider, candy bar, or with QWERTY keyboard these Windows Mobile-powered smartphones include the Messaging and Security Feature Pack for Windows Mobile 5.0, which support Microsoft Direct Push Technology. This provides busy mobile professionals with always-on access to up-to-date information in their email, calendar, tasks and contacts in real-time, helping them to stay in touch with friends, family and colleagues. These phones also come equipped with powerful security features such as remote device wipe and rich-security encryption features which ensure the safety of important business information. With the lower price point, the Amoi devices still have many of the same entertainment features of other Windows Mobile-based smartphones. These light-weight and slim devices offer music and video capabilities in a familiar experience with Windows Media Player 10 Mobile. With Bluetooth 1.2 support, users can conduct over-the-air synchronization of data with their desktops as well as enjoy stereo-quality music on their Bluetooth stereo headsets. The Amoi smartphones also offer digital cameras (up to 2 mega pixel) that can also shoot video , and the high-quality color screens enhance the viewing of video clips while on the go. Internet Explorer is also offered on all of the new Amoi smartphones for a rich internet browsing experience. According to a report by Analysys , the smartphone market in China is expected to grow at 50 per cent over the next three years, with sales volumes anticipated to reach 17.64 million in 2008. This growth has been driven by increased user awareness, converged devices, better designs, the enrichment of third-party applications, and the popularity of high-speed wireless connectivity. "We strongly believe in the potential of a mass market for smartphones in China as well as other developed and developing markets in the world." said Mr. Li Xiaozhong, President of Amoi Electronics, Co., Ltd. "Our partnership with Microsoft and Texas Instruments has allowed us to offer the Windows Mobile smartphone experience at lower price points than ever before." "We are very excited to be a part of the innovation that Amoi and Texas Instruments brought to this new line of lower-cost smartphones, said Pieter Knook, Senior Vice President, Mobile Embedded Devices and Communications Sector, Microsoft Corp. The lower price points will help us extend availability of advanced features like email, streaming video or mobile services to a wider segment of customers enabling them to work or play wherever and whenever they want. High-performance application processing at cost-effective prices The OMAPV1030 GSM/GPRS/EDGE solution was developed to bring advanced multimedia features to mainstream mobile phones. The design expands on TI's proven GSM/GPRS/EDGE technology and leverages TI's advanced 90nm digital process technology to enable handset manufacturers to reduce costs and speed time-to-market. The OMAPV1030 solution runs both modem and applications processing on a single OMAPTM core, ensuring a high-quality mobile multimedia experience. The combination of the ARM9 and TI Digital Signal Processor (DSP) improves performance while reducing costs and power consumption, resulting in longer battery life and usage times for an optimal user experience. The OMAP-Vox platform is designed to maximize software re-use driving overall development costs down, to provide a natural and affordable roadmap to next-generation standards. "TI remains committed to delivering open solutions that foster development of lower-cost Smartphones. Our OMAP-Vox platform was architected with the mainstream consumer in mind to deliver a high-quality, multimedia experience," said Richard Kerslake, Worldwide General Manager, 3G and OMAP Business, Texas Instruments. "Leveraging our robust OMAPV1030 processor and Bluetooth technology, as well as Microsoft's Windows Mobile software, Amoi is delivering personal entertainment and communication capabilities to the masses." Availability These devices will be commercially available in China by December 2006 - January 2007. Prices for the E75, E76 and E78 will be announced at a later date.
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