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HONG KONG, Nov. 18 /PRNewswire-FirstCall/ -- Mobile entertainment services
will propel 3G to become a high-volume, high-revenue industry, Doug
Rasor, Texas Instruments Incorporated (NYSE: TXN) (TI) Vice President and Manager for
Worldwide Strategic Marketing said in a keynote address at the 3G World
Congress today. Custom ring tones, 3D games, multi-megapixel cameras, video
and digital TV -- these are a few of the cool applications fueling the growth
of 3G cellular technology.
In his presentation Rasor explained the significant opportunity 3G
represents for delivering a fun, personal, and entertaining multimedia
experience to the mobile phone. Rasor also noted that 3G momentum is being
driven by the demand for mobile entertainment and productivity. To access
Rasor's keynote presentation online, please visit this
site.
Rasor explained that one of the core trends driving the multimedia
experience is the convergence of the wireless and consumer electronics
markets. "We must miniaturize the living room entertainment
experience in size, but not in performance," Rasor said. "Hence it's critical that we work
together on open platforms that allow maximum potential for innovation. We
need to take the high-end electronics experience consumers have come to expect
from their state-of-the-art digital cameras, camcorders, and game consoles,
and integrate that experience into the cell phone. Meeting consumers'
expectations for a secure, state-of-the-art mobile entertainment experience
will be a strong step toward making trendy mobile features 'must-have,'
revenue-generating services." Current 3G handsets now feature high-resolution color displays, integrated
video cameras, audio and video content streaming, internet access at broadband
speeds, location-based services, and multi-user 3D gaming. And these are only
the beginning. "From the convergence of wireless and consumer electronics
markets, we'll see tremendous innovation, much of which cannot be fathomed
today," Rasor said.
Rasor explained that the intersection of these two hot markets should
present big opportunities for everyone in the value chain. "For operators it
will mean more traffic on their networks and more revenue. For handset
manufacturers it means being able to offer their customers handsets that are
differentiated and customized according to their needs," said Rasor. "For TI,
it already means taking our strong position in both wireless and consumer
electronics and channeling that into delivering the most advanced 3G solutions
and the most compelling multimedia applications. As more such advances in
applications appear, the potential 3G barriers consumers once faced, including
high-priced, bulky handsets with short battery life, will continue to
dissipate and focus the buying decisions more on the compelling services and
content that 3G delivers."
Closing his address, Rasor reminded the audience of executives that the
combination of the essential -- reliable communications -- with the desired --
cool applications -- will become increasingly important as 3G evolves. "No
longer just a device to make and receive calls, 3G is turning the cell phone
into a universal remote control, allowing our on-the-go society access to
entertainment and productivity with just a click on their cell phone," Rasor
said. "Indeed, these exciting services will be the cornerstone of
accelerating 3G uptake, driving increased average revenue per user for mobile
operators and creating opportunity for every part of the wireless value chain
as we deliver a multimedia experience on the cell phone that equals a consumer
electronics experience," said Rasor.
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