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�August 2011
� August 2011
ZTE has par tnered wi th over 500
operators in more than 140 countries and
regions. Every one of our mobile handsets
is held to the highest R&D and quality
standards and is backed up by superb
after-sales service. We design everything
specifically to meet the needs of individual
operators and their customers. Our
phones are all custom built, like all the
best solutions. Begin building the mobile
devices your customers really need at
www.zte.com.cn.
�August 2011
Chttp://www.zte.com.cn/magazine/English
ontents
P16P09
Information Roundup 03
Showcase 06
Flair 09 Mountains, Me and V860
VIP Voice
TIM Brazil is the second largest mobile operator in Brazil. With its flexible and aggressive operational strategies, it is gaining more and more subscribers. We interviewed Roger Sole, chief marketing officer, who was accompanied by Thompson Gomes, director of handset marketing, on 11 July, 2011. They shared with us the wisdom behind their fast growth in the smartphone era.
16
Product Snapshot Atlas 3.2 12Sophistication in a Square
Racer II 14A New Entry-level Smartphone
SpotlightsZTE Sponsors Vip Beach Masters 2011 20
ZTE Smartphone Makes a Breakthrough in Mexico 21
The Fast Growing TIM Brazil
� August 2011
Editorial BoardChairman: He ShiyouVice Chairmen: Jiang HuaMembers:Cai Xuefeng, Chen Jianjiang, Chen Min, Gao Feng, He Shiyou, Huang Xinming, Hu Li, Jiang Hua, Li Yingfeng, Li Yuehua, Lin Qiang, Liu Guoqiang, Lv Qianhao, Ma Wenlong, Wang Lei, Xiong Hui, Xu Weiqun, Zhang Xiaohong, Zhang Yinzhong
Sponsor: ZTE CorporationEdited by Shenzhen Editorial Office, Solution Marketing DepartmentEditor-in-Chief: Jiang HuaDeputy Editors-in-Chief: Huang XinmingEditorial Director: Zhao LiliExecutive Editor: Liu YangEditor: Paul SleswickCirculation Manager: Wang Pingping
Address: NO. 55, Hi-tech Road South, Shenzhen, P.R.ChinaPostcode: 518057Tel: +86-755-26776663, 26775198Fax: +86-755-26775217Website: www.zte.com.cn/magazine/EnglishEmail: [email protected] Partner: Mobile InformationMagazine Editorial OfficePublishing Date: August 30, 2011
Vol. 4 No. 3 (lssue 14)
Mobile World
Chttp://www.zte.com.cn/magazine/English
ontents
Smart GadgetsBusiness Models for Internet Services 30
FashionThe Design Story Behind Iron Man 32
P12P14
Design&ArtPredictions for Tablets 22User Experience Key to Tablet SuccessMaking Mobile Phones for America 24Intelligent Mobile Phones for the Elderly 26The Scheme of Mifavor UI 28Interaction Design for Handsets 29
�August 2011
ZTE has Apple Inc and Samsung Electronics in
its crosshairs as it targets rapid expansion in the U.S.
smartphone market.
ZTE is confident of beating its 2011 target of
shipping 80 million mobile devices and it is looking to
make the United States its top market in three to five
years, said He Shiyou, executive vice president of ZTE
ZTE announced on August 9 that it had
shipped 60 million terminal products, including
35 million handsets, in the first half of 2011. This
is an increase of more than 30 percent year-on-
year. ZTE has achieved a 400 percent increase
year-on-year in its smartphone sales and 300
percent growth in sales to the U.S.
ZTE’s innovative smart terminal strategy was
announced at the beginning of 2011. In the first
half of 2011, sales of ZTE smart terminals reached
five million units, a 400 percent increase year-on-
year. As a result of this strategy, the company has
INFORMATION ROUNDUP
ZTE Achieves 35 Million Milestone in First Half of 2011
Orange Monte Carlo Arrives
Bargain hunters looking
to muscle in on Android turf
may want to hold out for
Orange's own-brand Monte
Carlo. The Monte Carlo—
the UK version of ZTE Skate
4.3—is being launched as
part of a budget-busting trio
alongside the Stockholm
and Barcelona.
Following on from the
success of the Orange San
Francisco, the Monte Carlo
is a significant upgrade,
boasting a higher definition
5 megapixel camera, faster
800MHz processor and a
bigger 4.3-inch touchscreen.
With Gingerbread 2.3, it's
up to date in the Android
department.
Orange has also thrown
in its Signal Boost/smart Wi-
Fi app, designed to boost
signal for phone calls and
text messages through
wireless routers, as well as
its HD Voice app. (Source:
StuffTV, August 9) ZTE Targets Apple, Samsung, Eyes US Prize
grown in market share in four strategic markets:
China, North America, Europe, and Latin America.
In China, ZTE’s handset business grew more
than 20 percent from the first half of 2010 to the
first half of 2011. In Europe, ZTE is developing
smartphone partnerships with more than 65
operators. Handset sales increased by more than
30 percent in Europe in the first half of 2011. In
Latin America, ZTE’s share of the Brazilian market
rose 46 percent, and the company secured
investment for a high-tech industrial park.(Source:
ZTE Corporation, August 9)
and head of the firm's terminals division on August 9.
“For ZTE, we are watching Apple. Apple is number one and Samsung is number two in the world,
so there will definitely be competition," said He, adding that ZTE has increased research and product
development to better position the firm for developed markets. (Source: Reuters, August 9)
He Shiyou, executive vice president of ZTE, is interviewed by Reuters about ZTE's handset development in the first half of 2011
He Shiyou, executive vice president of ZTE
Orange Monte Carlo
� August 2011
Continuing with its new “Light Your Smart World” smart
terminal strategy, ZTE unveiled a new series of Android
products. ZTE kicked off its “ZTE Androholic” campaign in
Jakarta on August 9. The campaign featured Blade and Freddo
smartphones as well as the Light Plus tablet.
Blade is one of the most popular smartphones in ZTE’s
product lineup. Freddo is an entry-level smartphone that supports
dual SIM cards (GSM and CDMA). Light Plus Tab is the latest
member of the ZTE Light Tablet PC series, which includes
upgradeable Android 2.3 Gingerbread, a 1GHz processor and
DOLBY Surround 3.0. MF190, the latest 3G modem from ZTE,
was also released in the news conference.
ZTE is dedicated to providing high performance smart products
at affordable prices for Indonesian users. Beginning in mid September,
ZTE Indonesia will tour the ZTE Androholic roadshow to several
Indonesian cities. The roadshow will offer new promotional prices
and new bundled packages as a result of ZTE’s new sales channels.
(Source: ZTE Corporation, August 10)
ZTE Unveils a New Series of Android Products in Indonesia
ZTE-branded Phones Coming to UKZTE has signed an agreement with Brightpoint European Regional Services, a subsidiary
of Brightpoint Inc., which is a global leader in supply chain solutions for the wireless industry.
The agreement with Brightpoint marks an important milestone for ZTE in increasing the
company’s penetration of the U.K. market. ZTE’s high quality, feature-rich smartphones and
devices will be provided to Brightpoint’s online and retail channels.
ZTE’s growth strategy has so far proven hugely successful. ZTE has partnered with
leading services providers in Europe. The Brightpoint agreement will see ZTE step out of
the white-labeling business and into the booming brand-conscious smartphone arena.
(Source: ZTE Corporation, July 15)
INFORMATION ROUNDUP New Android devices with showgirls
�August 2011
Sales of ZTE Blade Pass Two Million
ZTE has now sold 2.5 million ZTE Blade handsets. ZTE Blade
is one of the best selling smartphones in the world.
The phone was first launched in the U.K. in the second half of
2010 and is now available in over 50 countries, including France,
Greece, Spain, Poland and Turkey, through partnerships with
approximately 80 operators globally.
According to online purchase tracking company,
Hotukdeals, ZTE Blade actually became more popular than
iPhone 4 in the U.K. during early 2011. In Greece, Blade has
been a bestselling smartphone for the operator Wind since it
was launched in
January. In Finland,
s a l e s o f B l a d e
exceeded those of
the most popular
iPhone model in
N o v e m b e r a n d
December 2010 as
well as in January
2011. (Source:
ZTE Corporation, August 9)
Rebranded ZTE Blade to be Available as RBM One in Poland
In Poland, Red Bull plans to offer ZTE Blade under the name of
Red Bull MOBILE One (RBM One). The offer will commence in late
August in partnership with the Polish operator P4, Red Bull’s agent in
Poland. The phone will be sold together with a Red Bull MOBILE SIM
card for full access to Red Bull content.
RBM One, customized for Red Bull by ZTE, has a Red Bull
MOBILE logo and white Red Bull insignia on the back. The phone
is pre-installed with the Red Bull portal, where users can discover
Red Bull Music Academy Radio, Red Bull TV, Red Bull ringtones and
wallpapers, and games such as X-Fighter and Flag Tag. Users can
also take advantage of an exercise training application called Coach.
Red Bull sells energy drinks and has been a sponsor of extreme
sports events. In recent years, it has been charging into the mobile
phone business. Red Bull MOBILE has ventured into telecom activities
in Poland this year. (Source: ZTE Corporation, August 8)
Handset Makers Get Windows Phone Update
Microsoft made the latest version
of its mobile phone software available
to handset partners on July 26 as it
seeks to claw back market share from
Apple and Google.
The Redmond , Wash ing ton-
based personal computer software
powerhouse said the update to its
Windows Phone operating system,
code-named “Mango”, has over 500
new features and faster browsing with Internet Explorer 9 (IE9).
Microsoft unveiled Mango in May, promising it will be available by year's end for free to existing Windows Phone 7
customers and will ship on new phones from Samsung, LG and HTC and new partners Acer, Fujitsu and ZTE. (Source:
AFP, July 26)
Blade's billboard in Poland
August 2011
ZTE AC2791
MF820T MF820T is the industry’s first LTE TDD data
card and was created in cooperation with
QUALCOMM. Light and small, it looks like a
filled chocolate with a black shell dotted by
rosy lines. The device provides upload speeds
of up to 17Mbps and download speeds of up
to 68Mbps, making mobile Internet access
easy. It has good temperature control with
optimized design and structure, and adopts
environment-friendly materials to ensure
compliance with EU standards.
•Frequency LTE TDD 2.6G/2.3G •Peak data rates DL 68Mbps/UL 17Mbps •Dimensions 91mm × 34mm × 13.5mms •Weight 40g •Chipset MDM9200
ZTE AC2791With its slender body and smooth
feel, the AC2791 is impressive at first
glance. It is a plug and play data card
that supports upload speeds of up to
5.4Mbps and download speeds of up
to 14.7Mbps. The collocation of black
and silver gives a metallic feel. Small
and portable, it is the best choice for
frequent travelers who need a continual
Internet connection. Memory can also
be expanded in the AC2791 with a
MicroSD card, enhancing data transfer
stability.
•Network CDMA 1X EV-DO Rev. B •
Dimensions 89mm × 27.5mm × 11.1mm
Pursuing Innovation and Excellence
Every new terminal product is a
reflection of ZTE’s advanced
technology and corporate
culture of pursuing excellence. ZTE
data cards have a good reputation and
are being sold worldwide by leading
mobile operators. ZTE has released
a series of stylish data cards and
wireless routers to bring faster, more
secure and stable Internet access.
SHOWCASE
ZTE MF820T
� August 2011
T-Mobile 4G Mobile Hotspot
ZTE MF91
ZTE AR910
ZTE MF91ZTE MF91 is a compact LTE Wi-Fi router
that has a 1.4-inch OLED screen. In
LTE-FDD mode, it provides download
speeds of up to 100Mbps and upload
speeds of up to 50Mbps. It is backward
compatible with DC-HSPA+ and EDGE.
It is embedded with the MDM9200
chipset and supports Windows 7,
Windows XP and Vista. It can tether up
to 10 Wi-Fi enabled devices and has a
removable lithium-ion battery. With high
performance, it excels in products of the
same class.
•Network LTE-FDD/UMTS/EGPRS/GSM •
Dimensions 100mm × 58mm × 16mm
T-Mobile 4G Mobile Hotspot ZTE MF61T-Mobile has introduced a 4G hotspot manufactured
by ZTE. Users can create their own hotspot on
the go. The sleek and compact 21Mbps device
has a small OLED display on its polished surface. It
allows up to five Wi-Fi devices to connect to
T-Mobile’s HSPA+ 4G network. Its battery
lasts about four hours. The mobile hotspot
also integrates encryption, authentication and
firewall functions, and allows you to set the number
of users to prevent rub net. A similar mobile hotspot
product called ZTE MF60 has been introduced to
Australia and some European countries.
•Network HSPA+/HSDPA/HSUPA/UMTS/EDGE/GSM •
Dimensions 99.7mm × 53.7mm × 13.9 mm •Weight 75g
ZTE AR910The AR910 black and white 3G router is
reliable and fashionable. With outstanding
industrial design and a polished finish, it is
an exemplary device. The round concave
power button is complemented by a LED
indicator, and the overall design is simple.
AR910 works on CDMA 20001X and 3G
CDMA EVDO Rev.A and is capable of
providing high-speed Internet. It is powered
by a large-capacity 2700 mAh battery.
AR910 can charge a phone via the USB
port.
•Network CDMA2000 1X/EVDO Rev. A •
Dimensions 107.2mm × 61.5mm × 16.3mm •Weight 160g
�August 2011
SHOWCASEZTE Blade
ZTE R260
Vodafone 550
ZTE V821
Qwerty Keyboard on a Slim Body ZTE R260ZTE R260 is a slim Qwerty keyboard
handset with a thickness of only 10.9
mm. It is available in ice blue, vibrant
orange, pink and dynamic red. Raised
keys on the Qwerty keyboard makes
text messaging easy and comfortable.
R260 also supports dual card dual
standby, and because it consumes less
energy, it has a longer standby time. It
does not run a smart OS, but it provides
advanced settings for calling and writing
messages and has powerful security
features.
•Network GSM/GPRS/EDGE •Camera 2
megapixel •Screen 2.4-inch 320 × 240 pixel TFT
•Dimensions 110mm × 60mm × 10.9mm •
Weight 90g
Rounded and SmoothVodafone 550Vodafone 550 is a stylish 2G handset
manufactured by ZTE, and it is
now available in many countries. Its
rounded white body is as simple
and smooth as a cobblestone yet
has good grip. It has MP3, FM
radio and a 2 megapixel camera. It
is embedded with Opera Mini 5 for
fast Internet access and has links to
social networking sites. The device
also has USB 2.0 and Bluetooth.
•Network GSM/GPRS/EDGE •Camera 2 megapixel •Screen 3 inch 240 × 400 pixel TFT
•Dimension 103mm × 53mm × 12.75mm •
Weight 100g
ZTE Blade Coming in PinkZTE Blade has been hugely
successful in many markets. Soon
it is to get pink facelift, just like the
white version several months ago.
The pink Blade has the same design
and features as the white and black
versions of the ultra-slim handset. It
comes with Android 2.2, rich built-in
applications, a 3.5-inch touchscreen
and a 3.2 megapixel camera. The
pink Blade will first be launched by
the Mexican operator Telcel.
•OS Android v2.2 •Network GSM/UMTS
•CPU Frequency 600MHz •Camera 3.2 megapixel •Screen 3.5 inch 480 × 800 pixel
(WVGA) •Dimensions 114mm x 56.6mm x
11.7mm •Weight 120g
Qwerty SmartphoneZTE V821ZTE V821 is a Qwerty smartphone aimed
at young fashionistas. It is textured with a
rubberized paint. The keys on the Qwerty
keyboard have a crisp, responsive feel. With
the 2.4-inch touchscreen, users can switch
between two input methods. ZTE V821
runs on Android 2.2, so users have access
to a ton of third-party apps from Android
market. The phone also has rich multimedia
capabilities and can play multiple audio
and video formats, which makes for
wonderful video and audio experience. At
an affordable price, it will be a worthwhile
addition to your collection of gadgets.
•OS Android 2.2 •Network GSM/GPRS/EDGE •
Camera 2 megapixel •Screen 2.4 inch 320 × 240
pixel TFT •Dimensions 110mm × 61mm × 12.4mm •
Weight 120g
� August 2011
ountains, e and V860M
We scurry across the gray
concrete landscapes of our
cities, immersed in the dissonant
sounds of traffic and breathing in
exhaust-fumed air. The cycles of
our daily routine weary us, and we
become distant to the pleasures of nature that lie
outside the city limits. Packing a bag and taking
up my V860 phone, I set out to experience once
again the freshness, tranquility and simplicity that
remind me I am human.
FlAIR
�August 2011
�0 August 2011
As I look across the grassland at the
mountains, I see craggy peaks piercing
through the snowcaps. Their legends
and mysteries are almost palpable,
and with my V860 showing me the
way, I walk the same path towards the
foot of the mountains cleared out by
the first explorers of this area.
FlAIR
V860 SpecificationsOS: Android Gingerbread CPU: MSM 7227-1, 600MHz
Internal Memory: 512 MB ROM + 256 MB RAM
Network: GSM/GPRS/EDGE /UMTS/HSDPA
Dimension: 116 mm × 62.5 mm × 12.5 mm Screen: 3.5-inch TFT TP capacitive touchscreen, 320 × 480 pixels (HVGA)
Weight: About 116 g Battery: Lithium-Ion (1500 mAh)
Camera: 5 megapixels (optional to 2 megapixels)
There is a spot at
the foot of these
mountains that I
remember visiting
once as a boy.
The same rock is there, unmoved after
all this time. I dump my things and sit
down, taking in the scenic peaks that
surround me. With my V860, I start
watching a movie that I’ve wanted to
see for ages. What a majestic open-air
cinema. I can think of no more relaxing
way to while away a day. Just the
mountains, me and my V860.
��August 2011
Atlas 3.2Sophistication in a Square
On first impression, Atlas 3.2 is a square-shaped handset. The black body is
highlighted with sophisticated silver edges and looks fresh and distinctive.
Let’s explore what’s inside this square-shaped phone.
PRODUCT SNAPSHOT
�� August 2011
By Xiong Ze
Rich ExperienceIn the age of pervasive Internet,
handsets need to support comprehensive
Internet services in order to provide
rich experience. Atlas 3.2 running on
Android comes packaged with Google
Maps, Google Latitude, Gtalk, Gmail and
Android Market—where there are plenty
of apps for you to download. It has good
configurations. The built-in A-GPS is
capable of fast and accurate positioning to
help you avoid ever getting lost. It comes
with built in wi-fi, which allows you to
connect to the Internet regardless of your
location. Atlas 3.2 also uses a Qualcomm
MSM 7227-1 600MHz processor for
smooth multitasking.
Atlas 3.2 is loaded with features for
entertainment and business. It has an
integrated MP3 player and FM radio.
Photos can be taken with the built-in
3.2 megapixel camera and uploaded
to popular SNS sites to share with your
friends. Atlas 3.2 is so named because
of its 3.2-inch touchscreen. The screen
supports multitouch control so that you can
zoom in and out of pictures—a premium
touch experience. Video recording is also
a strong point in Atlas 3.2. By pressing a
shortcut key, you can begin recording clips
of up to 30 minutes. In addition, the phone
allows multiple homescreens and can be
customized by different widgets. Docs To
Go software can be used to handle office
files on the go.
New Android OSAtlas 3.2 runs on Android 2.3 Gingerbread.
Android 2.3 supports one-touch word
selection and improved copy and paste. It
also has improved application management
and better power management, which allows
for longer standby time. With support for
VP8 and WebM video as well as AAC and
ARM audio, the system provides a richer
entertainment experience.
Quality Gaming ExperienceIf you want to kill time, you can go to
the Android Market to download popular
games. The configuration of Atlas 3.2
allows for smooth gaming. The multipoint
touchscreen and gravity sensor make
gaming more enjoyable. There are
different Android versions, and games
sometimes have compatibility issues.
However, this is not a problem with Atlas
3.2. Hot games like Angry Birds and Fruit
Ninja can be displayed in full screen.
When playing Angry Birds you can easily
zoom in and out on the bird. It takes little
time to install and open Fruit Ninja, and
with rapid response to every touch, it is
great fun slicing the fruit apart.
SummaryThe feature-rich and powerful Atlas
3.2 can easily meet needs of users. For
people looking for a new Android phone,
the delicious Gingerbread on Atlas 3.2 is
definitely worth a try.
Menu with rich built-in applications Built-in 3.2 megapixel camera Responsive menu, home,
back and search keys under the screenStandard 3.5mm headphone jack on the top
•Frequency Bands GSM/GPRS/EDGE 9 0 0 / 1 8 0 0 / 1 9 0 0 M H z U M T S / H S D PA
900/2100MHz•OS Android 2.3•Camera 3.2 megapixel•Dimensions 109mm x 58mm x 11.9mm•Screen 3.2-inch 320 x 480 pixel TFT
��August 2011
PRODUCT SNAPSHOT
�� August 2011
Racer IIA New Entry-level Smartphone
As the price of smartphones go down, more people will substitute
their smartphones for entry-level samrtphones. ZTE is dedicated to
providing more affordable smartphones so that smartphone technology
can reach a wider market. Now, ZTE is launching a new entry-level smartphone
called Racer II. The phone follows the release of the budget smartphones Blade
and Libra.
By Zhang Yumiao
��August 2011
The Curved DesignThe overall design is elegant with
beautifully rounded corners. Racer II has
a similar appearance to ZTE’s first Android
phone, Racer, which also incorporates
curvature. The shape of Racer represents
sleekness and speed. The camera slightly
protrudes from the rear, but Racer II
has a more contemporary look. Greater
attention has been paid to details and this
is reflected in the raised knuckle lines.
The front and rear panels are separable,
giving the phone a more compact look.
At 104mm × 55mm × 13.5mm, the
rounded phone feels comfortable and
solid when held in the palm. The phone
has a well-designed key layout. There
are three physical keys under the screen.
The home key is flanked by a hang up
key and a call key. The combination of
touch as well as physical keys prevents
misoperation when making calls and
using applications.
Decent HardwareConfiguration
As an entry- level smartphone,
Racer II is powered by Android 2.2
Froyo and an ARM processor running
at over 500MHz. It comes with 256MB
RAM, 512MB ROM and 200MB of
internal memory. Although the phone
has a basic hardware configuration,
multi-tasking is smooth. For example,
the phone does not slow or delay when
opening a map, using handwrit ing
recognition and chatting simultaneously.
Racer II offers a seamless experience.
Mob i l e phone en te r t a i nmen t
is indispensable as mobi le phones
evolve into multimedia devices. Racer
II performs well when running mobile
phone games. When running Plants vs.
Zombies, the time from installation to
entering the game interface is short and
the games run smoothly. The 2.8-inch
QVGA touchscreen provides good visual
effects for the games.
The phone has a decent 3 megapixel
c a m e r a a n d i n c l u d e s c o m p a s s ,
accelerometer and proximity sensor.
Practical FeaturesRacer II can help users lead a life of
convenience. The built-in Assisted-GPS
(A-GPS) can be used for high-precision
positioning. If you cannot find a place,
you can use Racer II to determine your
own location and quickly find the right
direction. The phone also packs in a
variety of practical applications, such
as file manager, task manager, Google
Search and YouTube that allow you
to integrate your work and personal
life into a rich smartphone experience.
The device can add support for near
field communication (NFC) technology
that provides all the benefits of mobile
payments.
Summary Racer II is an entry-level smartphone
aimed at the mass market. It is simple yet
practical from the inside out. It is affordable
without skimping on quality or performance.
This makes it a good smartphone for those
who want to switch from feature phones
and try the Android system.
1.The 3.5mm headphone jack and power key on the top2.Independent call, hang-up and home keys reduce misoperartion 3.The menu interface4. Gaming interface (Plants vs. Zombies)
1
2
3
4
VIP VOICE VIP VOICE
The Fast Growing TIM Brazil Reporter: Zhao Lili
�� August 2011
Roger Sole (L), chief marketing officer, and Thompson Gomes (R), director of handset marketing for TIM Brazil
��August 2011
TIM Brazil is the second largest mobile operator in Brazil. With its
flexible and aggressive operational strategies, it is gaining more
and more subscribers. We interviewed Roger Sole, chief marketing
officer, who was accompanied by Thompson Gomes, director of handset
marketing, on 11 July, 2011. They shared with us the wisdom behind their
fast growth in the smartphone era.
Journalist: First, could you introduce TIM Brazil and its business?Roger Sole: TIM Brazil is a company of
Telecom Italia in Brazil. We are basically a
mobile company. Now, we have more than
54 million subscribers. We are the second
biggest mobile operator in Brazil by revenue
and very close to that in size as well. Our
revenue is around R$14 billion a year, which
is around US$8 billion to US$9 billion a year.
We have been growing very fast in the
last eight to nine months. We have been the
leader in net additions in Brazil. We are the
fastest growing operator in Brazil because
we have been very aggressive in our strategy
for acquiring new customers. We have very
attractive offerings involving voice and data
for prepaid and postpaid customers.
Our business focus is on mobile. Most
of our revenue comes from mobile. We are a
mobile operator. But we also have some fixed
line business for corporate customers. For
top corporate clients, we are fully integrated
and offer Internet, fixed phone and mobile.
For the consumer market, we are only mobile
at the moment.
Journalist: Smartphone use is booming
along with the development of mobile
Internet. What are TIM Brazil’s strategies
to cater to this trend?
Roger Sole: We are the most aggressive
player in terms of offerings for wireless data.
In prepaid, we have Infinity Web—a pricing
plan where we charge by the day for unlimited
Internet in the smartphone. We have 8 million
customers every month using it, and we are
attracting many more. So we are growing very
fast because of Infinity Web.
We have a similar offer on postpaid,
which is ca l led L iberty Web Smart .
Consumers pay a fixed R$29 per month,
and they have unlimited Internet on their
smartphone. They only pay for the month they
use it, without having to subscribe. So it’s very
free. It’s attached to the Liberty plan. So you
don’t even have to subscribe to it.
With both these services, we are growing
very much on the back of mobile Internet.
Smartphones are becoming more and more
popular among our consumers. It is part
of our key strategy to focus on a very rich
portfolio of smartphones with affordable prices
so that the whole of the C-class in Brazil can
jump into mobile Internet usage.
Journalist: In the Brazilian market, in what
areas should manufacturers make greater
efforts to prepare for this trend?
Roger Sole: We think that manufacturers
should focus at the moment on the
construction and design of web phones.
We call them web phones or net phones.
Essentially, they are feature phones that have
Internet capabilities. They can be full Qwerty
or touchscreen (full touch) devices—or even
both of these together. They must be very
affordable—around US$40 to US$45—so
that we can penetrate the middle and lower
classes who may never have owned a digital
device before. These people probably have
never used a computer in their home, so
this is going to be the first device for many
Brazilians, the first digital device with Internet
access. These devices need to be very
simple, cheap and affordable. This is one
of the big challenges for manufacturers.
Journalist: The global sales volume of
smartphones keeps increasing. What
do you think about the future of feature
phones in Brazil?
Roger Sole: We still have a market for
feature phones in Brazil. There are many
�� August 2011
already on the postpaid plan, which is called
Liberty. If people choose to use the Internet
during a month, they pay R$29 for unlimited
use. We think mobile Internet is so attached
to our pricing plans that you don’t have to
choose it. You just have to use it when you
want and only pay for use.
Journalist: Which type of tariff is more
popular among Brazilians?
Roger Sole: Prepaid is the most popular.
We have more than 80 percent of our
customer base in prepaid. The most popular
Internet package in Brazil—not only for
prepaid—is Infinity Web, which is R$0.5 a day.
The postpaid is called Liberty Web Smart.
Because the postpaid is a smaller segment, it
has less volume. But it is popular as well.
designed their own mobile data tariffs; for
example, on a monthly or a volume basis.
What are TIM Brazil’s tariff strategies and their
advantages?
Roger Sole: In the case of prepaid, we’ve got
Infinity Web. Every prepaid customer already has
it preloaded in their pricing plan so they don’t
have to subscribe. If they choose to navigate
and use their mobile phones for data traffic, it
automatically activates. And then we charge
R$0.5 per day for unlimited use. Customers
have unlimited use until midnight. The next day,
if they don’t use the Internet, they pay nothing. If
they use it, they pay again.
On the postpaid plan, we have the same
philosophy that nobody has to subscribe
or presubscribe to an Internet package. It is
people with low income, so they will still use
feature phones even though these phones
are going to be substituted quickly for web
phones. But still there is a market for feature
phones, and we believe also in a “do all
things” strategy for feature phones. We are
a very aggressive company, and we want to
conquer our competitor’s customers. We
don’t mind if they still use the SIM card of our
competitors for a while but we want them
to trial our services in the meantime. “Do all
things” is essential for feature phones and is
still part of our strategy even though feature
phones are going to be substituted quickly for
entry-level web phones.
Journalist: With the continued growth of
mobile data services, many operators have
VIP VOICE
��August 2011
Journalist: Consumers in different countries are
different in terms of handset usage, consumption
habits and design preferences. What are the
characterist ics of Brazi l ian consumers?And
considering the characteristics, how will operators and
manufacturers do?
Roger Sole: It depends on the social segment.
In the upper segment, they want a full smartphone
with an operating system, usually touchscreen or
touchscreen plus Qwerty. With a Qwerty keyboard,
the price is lower and the design of the keyboard fits
better for the Internet. The keyboard is very important
for these customers.
For the lower end customers, the keyboard is
even more important because it is, for most of them,
probably their first digital device. They have to connect
to the Internet, send messages, connect to social
networking sites; they have to use Windows Live Messenger
and instant messaging. They need to write a lot, not just touch
things and explore things. Higher end customers usually have
many devices, and their smartphone need only be touchscreen
maybe. But lower end users usually have only one device, and
they need to perform many functions on it. The full Qwerty is
important for them at the moment. Users tend to do many
things with their mobile devices because it is their window to
the world. They have to stay in touch with their friends through
EMS and instant messaging applications. They are starting to
get into social networking. They have to browse, Google some
words, or search for information they need. So it’s a complete
set of things they need.
We work with you so you can make the most appropriate
devices for these segments.
Journalist: In terms of brand marketing, what can you
suggest to terminal manufacturers about building their handset
brands?
Roger Sole: As for brand marketing, we also suggest
companies like ZTE and any other company in Brazil invest
in branding. Companies should show customers that they
are a strong brand, they have presence in Brazil, they have
customer services, and they are a trusted brand. These are
important in Brazil.
We usually make our own advertising for our portfolio.
We are the ones who make the campaigns for our target
phones and focus phones every quarter. We make the
campaigns for the focus handsets that we choose from your
portfolio. But there are exceptions with new launches. When
there is a product that is going to be very important in the
portfolio, we can cooperate on campaigns only to launch
iconic phones.
Journalist: In 2007, ZTE began cooperating with TIM Brazil
on terminals. In recent years, both parties have cooperated on
high-end mobile phones such as smartphones. What do you
think of the partnership between TIM Brazil and ZTE?
Roger Sole: We think it’s a great partnership and we expect
it to grow a lot because you are well positioned for certain
handsets and certain segments. We think we can grow
together a lot.
�0 August 2011
ZTE Sponsors Vip Beach Masters 2011
On July 17, 2011, a second round of Vip
Beach Masters beach volleyball matches was
held in Serbia’s second largest city, Novi Sad.
ZTE was the main sponsor of the event.
Vip Beach Masters, is organized by and
named after the multinational operator Vip
mobile. The beach volleyball competition is
held during the summer in three Serbian cities
and runs in conjunction with the Challenger
tournament, where top-ranked European
players gain points to qualify for other
European tournaments.
The event attracts many young people.
Females wearing bikinis cheer loudly for
the players under the scorching sun. When
a team wins a point, a DJ on the court
plays background pop music to make the
atmosphere warmer. With the cheers of the
audience, players wave their fists to show
their determination to win.
The ZTE logo is displayed prominently
on the court. Volleyball babies wear dancing
clothes printed with the ZTE logo. Promotional
items such as cubes, flags, volleyball nets,
VIP cards and even ashtrays in the VIP
lounges also bear the ZTE logo, which greatly
promotes ZTE’s brand image.
V ip mobi le is a member of the
Telekom Austria Group, the leading mobile
communication provider in south eastern
Europe and the third largest mobile operator
in Serbia. Vip mobile is ZTE’s most significant
partner in Serbia and participating in this
event shows that this successful business
partnership has spread to the sports field.
ZTE has provided Vip mobile with
R221, R231 and Cute handsets as well as
MF190 data cards. ZTE also recently signed
a contract with the operator for Blade, a
smartphone that has won widespread acclaim
in Europe. For middle to high-end markets
in Europe and the U.S., the most important
standard by which operators and consumers
choose mobile phones is the popularity of the
brand. For this event, the image of Blade was
printed on the company flags to increase the
product’s visibility.
ZTE started part ic ipat ing in this
tournament in 2008 and has received much
exposure as the sole Chinese sponsor. ZTE's
investment in local public events will increase
brand recognition and terminal sales.
By Liu Chong
SPOTlIGHTS
June 2011 ��
ZTE X850 was launched at a conference held in Mexico City
on June 9. This was the first time a ZTE smartphone had entered the
Mexican market, and the occasion was a milestone for ZTE.
Oscar Fernandez, CEO of terminals at ZTE Mexico, attended the
conference and introduced ZTE’s smart terminal strategy to guests.
ZTE’s flagship smart products Blade, Light and Skate are earmarked
for release in Mexico and were also introduced at the conference.
More than 30 media outlets were present, including El Economista, El
Universal, and Reforma. Before the launch of X850, ZTE cooperated in depth with
Telcel (the Mexican subsidiary of American Movil) on media publicity,
advertising, and promotion. Car and subway advertising for X850 can
be seen everywhere in Mexico City.
Mexico is one of the most economically developed countries
in Latin America. Mexico has fully liberalized its telecommunication
industry, and competition is increasing as international giants such
as Telefonica, Vodafone and Verizon enter the market. To deal with
this added competition, operators are vigorously developing 3G
data services. This brings opportunities and challenges to ZTE’s 3G
ZTE Smartphone Makes a Breakthrough in Mexico
smartphones.
As the dominant player in Mexico’s mobile market, Telcel
is developing 3G services with a rich selection of handsets and
favorable tariffs. This is designed to attract the youth demographic
and to maintain and expand Telcel’s market share amid fierce
competition. After several years of market cultivation, ZTE has built
up a loyal group of users and good brand awareness.
In 2011, ZTE is shifting its focus to
smartphones. Star models
like X850 and Blade have
sold well globally and have
won favor from the world’s
leading operators. The X850
launched in the conference
is an Android 2.1 multimedia
smartphone. It is very good
value for money and is set to
woo young and fashion-conscious
users.
By Wu Jingwen
X850 free trial for users
X850 is introduced to users
Oscar Fernandez, terminal CEO of ZTE Mexico, gives a presentation about ZTE smart terminal strategy
��
DESIGN&ART
Predictions for Tablets User Experience Key to Tablet Success
By Wu Dan
This year has seen a breakout of tablet PCs,
and the market has been flooded with
similar-looking tablets. Homogenized tablet
products is a problem, which is why the acronym “just another android tablet” (JAAT) has been
coined. It is therefore important for manufacturers to
find novel ways of differentiating themselves. To thrive in competition, it is not enough
to simply change materials to make the tablet
lighter, modify the tablet’s shape to make it more
ergonomically friendly, or add a physical keyboard
for easy input. Competitions in the future will be
based on user experience rather than the product
itself. We can boldly predict the future of tablet PCs
and bring new features to tablets.
�� August 2011
Tablets with multiple operating systems The OS is crucial to a tablet. However, once a user selects one,
they cannot replace it or add other. So use of the tablet is greatly
restricted. Each OS has its own advantages and free applications. In the
future, tablets will support multiple OSs. The more OSs a tablet has, the
richer the features it will have.
1
2Tablets with multiple screens
As opposed to dual-screen
tablet display, multiscreen display
allows one screen to be divided
into several screens controlled by
several processors. Users can
perform different functions and
open or stop any sub-display.
Screens can also be combined
into one.
Tablets with video conferencingBusiness-type tablets have great potential.
Business people commuting in and out of
various cities need to carry a portable PC. They
will become major consumers of tablets. Video
conferencing is one of the best potential business
functions. Products that enable video conferencing
with no restrictions on time, place or network are
bound to be popular with business people.
3
4Moving to cloud computingCloud computing is a buzzword. Tablets
in the future may just be a display screen,
and they will be light and portable. Users
can upload their data to a cloud and access
data stored in the cloud from any location
with Internet. With cloud computing, tablets
can provide safe and smooth services for
entertainment and work. As cloud-based
systems mature, tablets can also be used
as the hub of high-tech digital products to
control and coordinate equipment in the home
or office.
5Computational photography
P e o p l e a r e
no longer sat isf ied
with simple camera
functions; they want to
create original pictures.
They wan t s t rong
enough processing
powe r f o r p i c t u re
editing. Tablets of the
future will be embedded
with image processing
software so images can
be produced that have
a greater visual impact.
Currently, this cannot
be achieved using a
traditional PC camera.
6
Naked-eye 3D tablets
Naked-eye 3D
technology may also
win the favor of users
when it comes to
tablets. Tablets will
be a good carr ier
of portable 3D. In
the future, users will
watch 3D movies
without going to the
cinema or wearing
glasses. Likewise,
naked-eye 3D game
consoles will also take
the world by storm.
7
Gesture recognition and projectionAlthough gesture recognition and projection
technology have been used in motion sensing
games, the technology is expensive and
its scope is limited. Future tablets will move
increasingly to real-life operation, including
remote gesture control. You can play music on
the pad while doing the cleaning, switch songs
by shaking your hand, or project the content of
the tablet onto any surface. Windows can be
enlarged and reduced, and icons can be clicked
and dragged with gestures.
Secure mobile payment
The worldwide
e - c o m m e r c e
boom has made
secure payment an
important trend for
mobile terminals.
Mobile payment is
going to be popular
with tablet owners.
The tablet can also
be used for a variety
of card applications,
such as credit card,
VIP membership,
electronic ticketing,
coupons, and door
access.
8
ZTE has launched its Android-based Light Tab, one of the first tablets to include Dolby sound enhancement. It is light and compact and boasts a 3400mAh battery that is capable of nearly six hours of continuous playback. Competitively priced, it is one of the three most widely sold tablets worldwide. Now, ZTE plans to launch Light Tab 2, which runs on Gingerbread and will be affordably priced. ZTE is keeping a close eye on tablet trends and aims to deliver better user experience.
TIPS
��August 2011
�� August 2011
DESIGN&ART
Online Shopping and Out of the Box ExperienceBy the 1970s, America had completed its transition from
urban to suburban society. Over 85% of the U.S. population
now lives in cities and suburbs. In such a society, people
prefer shopping online because it has more advantages. It
Voice CommandsThere is a high level of car
ownership in the U.S. Americans
can't live without their cars and
there is a growing trend towards
By Che Li
ais easier to compare the same products from different sellers. U.S stores are
spread far apart, and it is time consuming to get in the car and drive from store
to store. The price of a product is often much lower online than in the physical store.
As more and more Americans purchase online, the importance of the
customer’s first experience, called “out-of-the-box” experience, cannot
be underestimated. It is sometimes the case that online shoppers can’t
immediately figure out how things work when they receive the product.
So packaging must be designed with user guides. Take mobile phones
busing commute time efficiently. But laws in many
states prohibit drivers from making calls or texting,
so voice commands have become indispensable.
Phones like the ZTE F450 have a shortcut key for
voice commands.
At present, Android and iOS have voice
commands that enable users to access multiple
functions. Android has a powerful speech-recognition
funtionality. It allows users to tell the phone to dial a
number, sending an email, text message, display a
map, or start voice navigation.
These days, when touchscreen smartphones are
all the rage, misoperation of the touchscreen can be
a headache. Voice commands provide a convenient
way of getting things done without typing.
cfor example. When unpacking, it is
necessary to inform first-time users
how to open and close the battery cover,
how to insert the SIM and SD cards, and
how to charge the phone. Mobile phones
in America usually have easy and clear
instructions on the back cover.
ZTE has been seeking to expand the American
market. As it steadily builds relationship with
the U.S carriers, ZTE has gained a foothold
in the U.S market. Last year, the company worked
successfully with several Tier-1 U.S. operators to
launch mobile devices. This year, it will increase its
portfolio and begin to sell smartphones and tablets
in the U.S. Meanwhile, ZTE’s design team has made
great efforts to understand American users’ lifestyles
and behaviors in order to design products that meet the
real needs of American users.
Making Mobile Phones for America
��August 2011
SNSThe number of Facebook
users is more than 150 million
in the U.S—almost half the
Amer ican popu la t ion. The
Mobile phone industrial d e s i g n f o r A m e r i c a should be consistent with American aesthetics, and des igners shou ld pay attention to the following aspects:
Americans like big and powerful things. American cars, for example, are big and look durable, powerful a n d s t ro n g . S u c h a n aesthetic is also evident in home appliances and electronic products. For mob i l e phones , the re are r igorous standards for every specif ication, including signal strength, to ensure product reliability. Industrial designs should have a strong and durable look. Designers can do things such as giving the surface a metal finish or rubber feel, making the s ide keys th icker and longer, and using metal mesh for earpiece.
S m a r t p h o n e competition in the U.S is heating up. Smartphones are moving towards bigger screen and larger size but consumers still want their phones to be portable. It is necessary to compress the dimensions of the phone (except the screen) so that the phone will be more compact. It is not easy to do this by improving the technical aspects of the phone alone. Designers should try to reduce the physical form of the phone by thoughtful design of the phones lines and surfaces.
American users put a high demand on color, materials and finishing. Deep co lors l i ke dark b l ue , b l ack and g ray are preferred for mobile phones. Mater ia ls can repl icate other aspect of real life, for example, there are techniques to simulate timeless metal o r man-made lea ther. Different surface treatment processes can create different textures. All of these play a great role in enhancing mobile phone design.
cFacebook client for mobile phones has been one
of the top two most downloaded social networking
applications for major operating systems. Teenagers
are the most active users of the Facebook application,
and some are even addicted to it. During our user
research, a young mobile phone user said, “Every
morning the first thing I do is open the phone to
check my Facebook. I check it all the times. I feel that
something is missing if I don’t do so”.
Facebook users like to post status updates,
comment on other users' statuses, and share
photos. Popular social networking sites like Facebook
can be embedded in mobile phones targeting the
U.S market. Some users have accounts on several
different social networking sites. So a mobile phone
model can be embedded with widgets that integrate
popular SNS app. At the same time, the phone can
include functions related to social networking. For
example, the contact list can include the contacts’
SNS accounts, and the photo album can provide
shortcut buttons for sharing photos on Facebook.
Some social networking phones in the U.S. have even
a physical Facebook shortcut key. By introducing
these features, mobile phones have greater usability
and are popular with the social networking users.
By Song Yuqi
Mobi le Phone Industrial Design for America
DESIGN&ART
Intelligent Mobile Phones for the Elderly When competition in the mobile phone industry is so white-hot, market segmentation and accurate positioning is
essential for enterprises to stay ahead of their rivals. Elderly people are often well-educated, keep abreast of breaking
news, and surf the Internet. Mobile phones for these users need to have basic functions for basic communication, but
more advanced features are also required.
Traditionally, phones for the elderly were aimed at users aged 65 and over, and had only simple functions for calling and
messaging. Very few phone models are designed for people aged between 45 and 60. The market for elderly smartphones is still
underdeveloped. But the demands of the market have provided an impetus for R&D.
We can study the habits of elderly people who use phones and cater to their needs.
By Yang Jing
�� August 2011
6 Location Based Services LBSs are information services that are growing in
market presence. When elderly people go outdoors, it may
be convenient for them to know the whereabouts of their
friends, family, or carer. A check-in function can be used for
this purpose. Once they check-in at a place, they can let
their friends know where they are and also see where their
friends have checked in to find the shortest route between two
locations.
The LBS-enabled elderly smartphone could be bonded
with their adult children’s LBS-enabled smartphone through
number settings so that both phones could share positioning
information.
Appropriate sizeElderly users also have requirements for the appearance
and sizes of mobile phones. Their fingers may not be as agile
as those of younger people, so they may prefer a large-screen
handset model for better handwriting input. But they also want
their handsets to be portable. According to our research, an
elderly person would buy smartphones with a screen between
3.5 and 4.0 inches.
It is inevitable that elderly people will make the
transition to smartphones and that functions and design will
need to be tailored to their needs. A good elderly smartphone
should cater to the unique experiences and feelings of elderly
people. Only by adopting a user-oriented design approach
can we create refined products.
Big fonts and keysEyesight often deteriorates with age. Big-screen mobile phones
are often preferred by elderly people as the fonts are bigger and easier
to read. Also, we cannot take it for granted they are familiar with icons.
They may need to look below the icon at the word label to determine
what program the icon opens. Thus, the size of the font below the icon
is important. However, icons should not be too large either because
oversized icons result in too many screens. Touch keys, on the other
hand, should be large.
Humanized ringtone settingElderly users often experience some form of hearing problem. They
want the ringtone, call reception, and media player to be clear. But a
clear ringtone may not be enough. An elderly user may not be able to
hear the ringtone in a noisy place and so the phone's vibration alert may
need improvement. Elderly users also don’t want the ringtones to be
too loud and disturb others. Smartphones can be built with two modes
for elderly users, and switching between these two modes can be done
with a soft or physical key. So it is not necessary to select the function
from a deep menu setting.
Information widgetsElderly users keep abreast of information in certain areas. Desktops
widgets can be added to deliver news or other customized information
so that elderly people can have access to information without having to
buy a newspaper.
Simplified operationElderly smartphones should not be difficult to operate. Operation
steps and interface can be simplified so that the phone can be used
without too much thinking. Functions that are seldom used in ordinary
smartphones could be hidden and commonly used functions can be
prominently displayed in the form of widgets.
Health-related functions Health is an important issue when considering issues related to
the lifestyles of the elderly. Convenient health-related functions will be
an important selling point in smartphones. One of the most distinctive
functions in elderly smartphones in the Japanese market is the
pedometer. This has become a standard feature in elderly phones in
Japan.
A weather widget can also be embedded into the phone’s desktop.
Weather information can be automatically converted to text messages
and sent to other family members.
1
2
3
4
5
7
��August 2011
DESIGN&ART
The Scheme of Mifavor UIMajor mobile phone manufacturers have different strategies in customizing
the Android platforms based on their own R&D and operations. Some
manufacturers adopt low level of customization, that is, they design
their own standby and menu solutions based on the Android framework; some adopt
deep customization, modifying the Android operating system structure and overall
visual schemes. But they all have the same aim—to expand their brand influence and
accumulate users by launching their own design schemes.
By Ma Lian
ZTE’s UI design team has put forward the Mifavor concept according to the market
trend and analysis of users' habits and preferences, which sets three directions for the
future design. They are simple and intuitive operation, personal customization, and
amazing pleasure. ZTE deletes unessential elements in the original Android interface
and simplifies the interaction procedure so that users can focus on the most important
elements and information in the interface.
Standby interfaceAn obvious advantage of smartphones is to let
users download a variety of third-party applications.
Users pay great attention to editing and managing
the downloaded applications. Many mobile phone
manufacturers have designed their own standby
interface with respects to interaction operation and
visual effects. ZTE also attaches great importance to
this part, and it has introduced an editing interface with
prismatic three-dimensional effects and added the
folder setting that enables users to get better organized
when editing the standby interface or icons. Moreover,
switching between the standby homescreens also
shows three-dimensional effects. All of these differentiate
ZTE from other manufacturers. The visual effects of
the semitransparent ice cubes when combined with
three-dimensional dynamic effects make Mifavour UI
refreshing.
In the UI design, analyzing and avoiding patent-
related risks is also crucial. ZTE has found its own
solutions when surrounded by patents from other
brands. For example, the unlocking interface, folder
creation and the icon design are all self-developed
solutions.
WidgetsZTE creates desktop widgets for the commonly
used functions so that users can have access to the
frequently used tools on the standby interface, such as
calendar, contact list, music, Internet bookmarks and
SNS.
Improving UI involves paying close attention
to details such as button size, letter size, and icon
positioning so that users can effortlessly interact with
their devices.
Interface elementsThe style of Mifavor UI gets its inspiration mainly from the scenarios or things in daily life such
as the morning sun, melting ice, transparent lake, note paper and calendar. Transparent ice and
pieces of paper are chosen as the main visual design elements.
Interface colorThe Mifavor UI chooses the clear blue as the main color in the hope to give users a
refreshing feeling when using the phones. Besides, cool colors can ease the eye strain after long-
time use of mobile phones.
Editing interface Menu Unlock interface Standby interface
Widgets
�� August 2011
��August 2011
Interaction Design for Handsets
By Lu Taohong
At th is point, i t is f i rst necessary to create a
stereotype—a typical representative of the market
segment. It is necessary to visualize this person's daily
experience and over a longer period of time. The person's
usage scenarios must be predicted and the interaction
process made specific by considering the person's
interests, preferences and personality. In this way, the
person’s real requirements can be determined.
Designers set out to collect relevant information
and start drawing interaction flow charts after initial
preparations have been made. Interaction design is a
creative process that constantly requires inspiration.
What is the source of inspiration? Designers observe
the people around them—around the office, in the family
home, at public gatherings, or even on the subway. They
have a natural sense of curiosity about a wide range of
things, and they should have a well-developed sense of
originality.
The above -men t i oned des i gn p rocess i s a
complete process that only takes place in the pre-
research project. For phones customized for operators
(p roduct i ve pro jec ts ) , i n te rac t ion des igns must
somewhat conform to a set of project instructions,
and this can be demanding on the designers. Smart
managers have a more effective approach—a design
library. A design library holds the design points or even
entire solutions of past projects. Designers can search a
design library for similar designs that can be referenced
for a new project. Improvement and maintenance of the
library is important to ensure the competitiveness of the
designed products.
G o o d d e s i g n s
must originate from life
and bring convenience
for users. Those who
can apply things from
rea l to in teract ion
des ign in order to
create a better user
experience are true
designers.
It’s 7 am. Zoe is bleary-eyed as she awakes to the familiar
sound of her alarm. She wakes little by little, and the alarm rings
louder. Fumbling around for her phone, she somehow manages to
find the snooze key, and the display reads: “Ring again at 7:05.”
Zoe is spared for five minutes. It’s 7:05 am. The alarm rings a
second time. Grudgingly, she resets her alarm and drags herself out
of bed.
Zoe’s morning wake up is a good example of a real
interactive process. Interaction means communication and
information exchange between a user and their mobile phone.
One requests and the other responds. Good interaction design
enables these small life stories to happen smoothly.
When designing for interaction, first you must define your
target market. For example, "design a mobile phone suitable for
stylish people between 25-35 years old with a stable income."
�0 August 2011
Business Models for Internet Services
SMART GADGETS
The Evolving Role of Internet Over the past ten years, the Internet industry has been pushed
forward by a number of strong forces. Meanwhile, business
models for Internet-based services are also evolving. In the
early 1990s, the Internet was a tool. People could connect
conveniently and could perform
various functions through
a wide array of PC
software. W ith
business model
as one criteria,
s o f t w a re
c a n b e
divided
i n t o
By Wang Jin
A watermill is a kind of traditional Chinese agricultural machinery used for irrigation. It draws water up from the
river into aqueducts that irrigate vast areas of farmland. The interesting thing about a watermill’s design is that
the river not only provides water but also the power for the whole system. The system automatically runs once
it is completed. Business models for Internet services often remind me of a watermill mechanism. The user base both
drives the business operation (the power source) and provides the income.
Business models for Internet services have evolved with the Internet itself. In its early stage, the Internet was only used to disseminate content and stand-alone software. In its mature stage, the Internet still carries such content and software, but it has also become an important carrier of services and functions. And in the mobile Internet stage, the Internet makes business models more efficient by taking the user’s role into consideration.
TIPS
��August 2011
Mobile Internet services rely heavily on personal terminals, as
represented by mobile phones. The close relationship between
users and terminals is unprecedented. In the traditional Internet era,
the main bridge between Internet-based services and users was
the PC. And the relationship between PCs and users was loose.
However, for mobile Internet services, the relationship between
users and mobile terminals is close and stable, often one to one and
continuous in time and space. Mobile terminals contain a user's real
social relationship. The relationship provides great room for services
and business model innovation. For example, there are continuous
innovations in LBS and SNS.
Summary A suitable Internet service business model (perhaps a
combination of business models) can establish a sufficient user base
through dissemination, and this can be transformed into commercial
income. The entire system runs in the same way that the river both
drives the watermill and provides water for irrigation. Furthermore,
the user–emphasized in mobile Internet services–significantly
influences the efficiency of the abovementioned transformation. A
user is to a business model what site selection is to a watermill.
For business models in the mobile Internet era, buying and
selling service products is no longer the only way for users to
get service experience. A new business model requires digging
out enough potential consumers while expanding the user base
through effective dissemination, providing well-targeted functions
and extensive industrial cooperation. This will promote healthy
operation of the whole model.
the following types, most of which are still in use:
• commercial software, where users pay for a full-feature stand-alone version • shareware, which is distributed to users for free. It usually has limited usage time and functionality, and the user has to pay for the full version• freeware, which is available at no cost
Shareware and freeware are related to Internet functions and
have begun to be combined with advertising models. For advertising-
related business models, the Internet as a dissemination tool has
become very powerful and influential. It can be seen that the features
of mainstream business models have come into shape in the early
stage of Internet development.
As the Internet integrates with offline business entities, and
online payment and advertising ecosystems mature, the Internet is
no longer merely a tool for distributing things, it is playing a greater
role actually providing services. People can shop, enjoy movies
and music, watch TV, interact with friends, and read and write on
the Internet. The Internet has begun to profoundly influence the
development of business models because services are no longer
merely contained within traditional software.
Mobile Internet Represents a Turning Point
Several business models for applications and services have
come into widespread use:
• advertising model. This is suitable for applications that have a large number of frequent users. This model is best for obtaining profits from free applications, but it may also affect user experience. • freemium model. Freemium is a word coined from “free” and “premium.” It can be summarized as “pay after using the product free of charge.” The basic service is free, but users pay a premium for added services or features. This model came into being during the middle period of Internet development. • try & buy model. Try & buy can be regarded as a subset of freemium. It works on a similar principle to freemium, but it is more suitable for instrumental or functional applications like games. You can get the product for free, but you must pay for the fully licensed version. Take Gameloft for example. For masterpiece games, Gameloft releases the full version as well as a Lite or free version. Lite allows users to taste the basic elements, such as picture quality and characters.
A key factor in a business model is target audience. The
business model must identify the target audience with precision and
provide users with the right information at the right time based on
user habits. The emergence of mobile Internet is a turning point.
In 2007, Apple released its epoch-making product, iPhone.
Since then, mobile Internet has drawn widespread attention and
has set off a wave in the IT industry. At this new phase of Internet
evolution, mobile Internet provides even higher value to services. It still
carries the functions, content, and services of the Internet. However,
there is a much closer relationship between a mobile Internet device
and its user, and the user context is much more prominent in the
business operations of mobile Internet services. Service provision is
now based on a user’s personal information, such as usage time,
place and contacts.
�� August 2011
FASHION
The Design Story Behind Iron ManEnamored of cartoon heroes such as Robocop, Iron Man, and Superman, Wang
Kang from ZTE spent three months recreating the Mark I Iron Man suit. He
became an overnight online sensation after he went to work one day wearing
the suit. Mobile World uncovers the design story behind the Iron Man.
The Iron Man draws a large crowd in the square outside ZTE's Shanghai R&D center
��August 2011
Wang Kang tries the Iron Man suit
Wang Kang majored in digital media at the
China Central Academy of Fine Arts and oversees
graphic design and video production in ZTE’s ID
department. Even though his workdays are busy, he
is a great DIY enthusiast and dedicates all his spare
time to DIY projects.
Inspired by the 2008 movie, Iron Man, Wang
Kang one day decided to concoct an Iron Man suit
of his own. But getting started was harder than he
first thought. Wang’s clumsy craftsmanship and
lack of knowledge needed to be overcome. So he
researched behind-the-scenes until he came across
a forum dedicated to building props.
Wang chose a material called EVA to construct
his suit. EVA is similar to plastic foam and is light
and pliable. It has been used for making gym mats
and was the perfect fit for his Iron Man suit. It can
be easily formed into complex shapes when liquified
under high temperature. He then made the helmet
of Mark III but found that it was a little thick, and the
material was better suited to Mark I. On February
26, 2011, he kicked off the project. His whole living
room was transformed into a studio where materials
and tools piled up like a mountain.
Wang mainly used EVA foam, but he also
used other simple materials such as aluminum
alloy window frame, cables, tubes and fuel tanks.
Because the armor was being tailor-made for his
size, there were no ready-made specifications
or documents detailing how to make the internal
components of the armor. He had to “feel around”
for his own design methods after each step was
finished.
First, Wang constructed the whole frame and
glued the EVA foam to it. Then he installed wires,
screws, electronic components, and
pipes and added a liner. This was an
important part of the production process
because there was nothing to guide
Wang in making the interior of the armor.
Many structures that looked simple were
time consuming to create. For example,
wires had to be installed in key parts to
keep them firm. The thighs and lower
legs were the most important joints,
requiring reinforcement several times. The
feet, as the main load-bearing parts, had
to be reliable and durable, and the small
reactor in the Iron Man chest contains 16
LED SMDs.
The last step involved applying a
coat of paint that was the same color as
aged iron.
When making the suit, Wang had
to be sensitive to shape, color and
proportion. Near enough was not good
enough, and everything had to be
perfect. For example, the placement
and color of craters had to be consistent,
and the paint had to be applied again and
again until the right color was obtained.
The production process was demanding
on Wang’s manual arts skills.
Moreover, the project got a little
dangerous when, after working with
EVA foam for a long time, Wang started
getting dizzy and scatterbrained. At first
he thought he had come down with
symptoms of spring fever. Cautioned by
his friends, he realized that even though
the physical EVA foam was not toxic,
its odor had to be removed. Extended
exposure in an unventilated room can
cause ethylene poisoning, so Wang took
to wearing a 3M protective mask.
With perseverance and determination,
Wang proudly finished the Iron Man suit.
It stands around two meters high and
weighs 110 pounds. It has its own arc
reactor, LED lights and even a cooling fan
powered by batteries.
On June 3, Wang put on the costume and swaggered out of the office.
His colleagues were stunned and took pictures to post to microblogs. He
became an overnight Internet sensation. Wang Kang has a lot of ideas and
also the enthusiasm to carry them out. "This is just a start; I want to do
more things," he said. "Next, I am going to upgrade to the red Mark III
armor.”
Wang Kang puts on the Iron Man suit with the help of his colleague
�� August 2011
