Must Have 3G Mobile Entertainment Services Drive 3G Adoption

12/16/2004 - Live digital TV, custom ring tones, mobile music DJs, 3D games, multi-megapixel cameras - these cool applications and more are fueling the growth of 3G cellular technology noted Doug Rasor, Texas Instruments Incorporated (TI) (NYSE: TXN) Vice President and Manager, Worldwide Strategic Marketing, during a keynote address to industry leaders attending the Yankee Group's Wireless Leadership Summit. Rasor explained the significant opportunity 3G represents for delivering a multimedia experience to the mobile phone that is fun, personal and entertaining.

In his presentation Rasor outlined that in order to drive 3G adoption and revenues, the industry must deliver "must have" mobile entertainment services to the mobile phone. Rasor further noted that meeting consumer expectations for a high-quality multimedia experience will be a strong step toward making trendy mobile features "must-have," revenue-generating services. To access Rasorīs keynote presentation online, please visit

One of the fundamental trends influencing the multimedia experience is the intersection of the wireless and consumer electronics marketplaces, Rasor explained. "From the convergence of these two booming industries, we'll see tremendous innovation, much of which cannot be fathomed today," Rasor noted. "Some of the new applications will stick, others will not. But to be sure a cauldron of creativity is in the making, and you can count on seeing new technology that will make wireless applications easier, more entertaining and more affordable."

Consumers already expect a high-end electronics experience from their state of the art digital cameras, camcorders and game consoles. They are beginning to expect that same experience on their mobile phones with a broad range of compelling, interactive content. 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.

Rasor explained that the intersection of these two hot markets will present big opportunities for everyone in the value chain. "For operators it will mean more traffic on their networks and more revenue," 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.

About Rasor
With more than 20 yearsī experience in the semiconductor business, Doug Rasor is currently a TI vice president and manager of worldwide strategic marketing. As part of this role, Rasor scouts, pioneers and incubates TIīs entrance into new high-growth markets that leverage TIīs real-time signal processing core competency. Examples of successful businesses that have been bootstrapped through Rasorīs strategic marketing organization are TIīs chipset businesses for MP3 players, digital still cameras, digital audio, wireless smartphones/PDAs, DSL modems, and more.

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