Android Day Embedded Systems Conference

Tuesday – April 27, 2010 Hilton Hotel Winchester Room (lobby level)

10:30 – 11:00 Keynote Address: Glenn Perry, General Manager,

Mentor Graphics Can Android Create “The Perfect Storm” Sophisticated end-user experiences are being developed and deployed in a relatively short amount of time using the combination of powerful SoCs and Android. The innovation opportunity for both small and large organizations is being realized and an explosion of systems with entirely new capabilities are reaching the market, is this setting the pace for more to come?

11:00 – 12:00 Panel: What it takes to build a device using Android

Google's Android platform has gained great momentum since its inception, and embedded developers are now exploring Android for applications beyond mobile phones. This panel, led by Richard Nass, editor-in-chief of Embedded Systems Design Magazine, will discuss perspectives from leading device manufacturers and end-customers. Attendees will learn about the benefits and challenges of using Android for the next generation of new products. The session will include user insights, product development examples and audience interaction

Moderator: Richard Nass, Editor-in-chief, Embedded Systems Design

Panel Participants: Mentor Graphics–Phil Burr, Product Marketing Manager Texas Instruments–George Martin, Linux Product Line Manager, Wireless Business Unit Freescale Semiconductor–Don Shin, Senior Product Marketing Manager

Ocean Observations–Max Rudberg, UI Graphics Designer

12:00 – 12:30 Boxed Lunch Session: Networking and demos

Mentor will be demonstrating various partner Android devices with different architectures and market focus. They will all be running with the Mentor Embedded Inflexion UI as an application within the standard unchanged Android platform. This allows a significantly differentiated look, feel and operation that can be achieved quickly and reliably. There will also be a demonstration of the drag and drop tool which is key to implementing a variety of compelling 2D and 3D UI designs in man-weeks versus man years.

12:30 – 1:15 Presentation: “How to create your next killer product using Android” Phil Burr, Product Marketing Manager, Mentor Graphics

Android is being used to create a wide range of devices: mobile phones, eBooks, wall computers--even alarm clocks! This informative presentation looks at the benefits of using Android, what customizations you may need to make to get the best out of it, what you may need to change to match your product and all importantly how to create a differentiated user experience.

1:30 – 2:15 Presentation: Using Android to create tomorrow’s “must-have” eBook and eReader designs Gregg Burke, eBook business line manager, Texas Instruments

We are seeing tremendous growth and opportunities in the eBook and eReader market. As the market continues to surge ahead, we are seeing an ever-increasing need to deliver a highly scalable and flexible platform to OEM and ODM customers that allows them to launch differentiated, innovative eReader devices within industry-leading development timelines. TI initially responded to this market need by building an eBook development platform based on the Google Android HLOS to ensure that we could easily and rapidly adapt to this emerging market’s demanding and evolving requirements. As screen technologies continue to rapidly advance, color and full motion video will soon be a possibility. Lately, we are seeing an increasing number of smaller players entering the eBook market, but they have very few R&D dollars to invest and they need to begin generating positive cash flow right away. This is another primary reason why Google’s Android HLOS is well suited for these types of engagements. By its very nature, Android HLOS comes with many features pre-integrated; thereby ensuring that all the basic eBook and eReader product development building blocks are already pre-integrated including a UI engine, web browser, music player, video player, etc. Likewise, since Google’s Android HLOS is based upon open source software, it enables an extremely low platform development cost. With this speedier and more efficient platform approach, Android is bringing highly-optimized features for users to enjoy and create unique and differentiated eBook and eReader products.

2:30 – 3:15 Presentation: Opportunities and challenges of expanding Android

into embedded applications Don Shin, Senior Product Marketing Manager, Freescale Semiconductor In 2009 Freescale and Mentor Graphics introduced a new platform for application of Android into traditional embedded applications applied to the market leading PowerQUICC III communications processor. This session will cover how to extend the services available to embedded designers to leverage the Internet services of Android within the system requirements of embedded workloads on PowerQUICC and multicore QorIQ processors.

3:30 – 4:15 Presentation: (Title & Abst. TBD) Max Rudberg, GUI Designer, Ocean Observations

Braindroid – or How we gave the beloved Android new clothes and quite a few extra moves

As smart phones become cleverer, branding needs to be cleverer as well, in order to create a coherent experience. Japanese mobile operator KDDI gave Ocean Observations the inspiring and fun challenge to redesign the Android GUI into something more in line with their brand values, something unique and playful adapted to the Japanese market. In our quest for a unique user experience, we went through an elaborate concept phase working closely with the client. One of our biggest realizations during the journey was that if mundane tasks can be made fun, a lot has been won.

4:30 – 5:15 Presentation: (Title & Abst. TBD)

(TBD), Marvell Semiconductor