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Wednesday, February 14, 2007
TI has been working on developing low cost mobile phones. Tell us about the vision behind LoCosto and eCosto phones.
The idea behind these phones is to improve mobile subscriber base in emerging markets like India. TI's unique "LoCosto" platform is the industry's first architecture to provide single-chip solutions from ultra-low to entry-range wireless handsets. The "eCosto" is the first single-chip solution that incorporates multimedia functions, including a three-megapixel camera, video playback and three-dimensional games. This is primarily for the mid-segment market.
How is the architecture of LoCosto and eCosto chip different?
Both LoCosto and eCosto chips have a common platform that leverage TI's digital RF processor technology. The LoCosto chip is a single-chip radio on 90-nm while eCosto chip is on the 65-nm. eCosto is a highly integrated device that targets EDGE multimedia phones. Like LoCosto, the new chip integrates the baseband transceiver along with the baseband processor. This approach simplifies the design of the radio subsystem, requiring only an external power amplifier and a small front-end module.
 What is the price range of LoCosto and eCosto phones?
The LoCosto architecture supports three tiers of phone models. One is the very low-end model that is GSM only, with a black and white display, which is in sub $20 range. Then is the mid-tier model with GPRS support, VGA camera, color display, and this model will be ideally in $20 - $ 30 range. Finally, the high-end LoCosto mobile with color display, MP3 and video playback capturing capability, which can be available in $30-$50 range.
The eCosto phones will sport, depending on the final configuration, 3-megapixel cameras and video capable of 30 frames per second, and will support the GSM, GPRS and EDGE standards. The cost of such phones could range between $50 and $100.
When will these models hit the market?
LoCosto phones are already in mass production and even as we speak 15 OEMs have planned to bring over 30 models, with one of them (Motorola) already out in the market. TI has not produced eCosto chips yet. We will send samples of the chip to phone makers in 2007 and they will use it in handsets in 2008.
What will be the impact of these phones on the Indian market?
As the Indian government has set a target of 500 mn mobile subscribers by 2010, we are confident that this target is achievable with the launch of these phones. LoCosto will ideally attract first time mobile users who are extremely price sensitive. eCosto phones will be ideal for that segment of mobile users who are looking for replacement. In india, the replacement rate of mobile phones is quite high. The eCosto phones provide a sweetspot between low-end phones and smartphones.
Malovika Rao
malovikar@cybermedia.co.in
Source: Voice&Data
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