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DiiVA Competitive Analysis

(preliminary)

Product Marketing
June 2009
DiiVA Overview

• What is DiiVA
– DiiVA is a new home multimedia networking interface standard
that combines
• Uncompressed Video
• Multichannel Audio
• Bi-directional data such as USB and Ethernet
• Commands (TV can control other devices on the DiiVA network)
• Content Protection
• Promoters
– Sichuan Chang Hong Electric Co., Qingdao Haier Co.,
Hisense Electric Co., Konka Group, Nanjing Panda Electronics
Co., Skyworth Group, SVA Information Industry Co., TCL
Corporation and Synerchip Co. Ltd.
DiiVA Claims

• Networking Capability
– Ability to network multiple devices and control digital home
appliances from a central TV
• Data Transfer
– Bi-Directional data transfer that can operate at speeds over
2Gbps
• Vs. DVI-no back channel, HDMI – CEC 100 baud, DP – Aux
channel at 1Mbps
• Low Cost Cabling
– 4 differential pairs (8 cables) - Cat 5e/6 cabling
• Futures: interoperability with wireless AV standards
Industry Overview

• HDMI has become the connectivity standard with over a billion


CE and PC devices sold by the end of 2009 (In-Stat)
– This figure is forecasted to grow to 2.6B devices within the next 3
years
– There are over 800 HDMI adopters worldwide
• CE Customers are not eager to add an additional connector or
cost to their devices since they already support multiple
connectivity standards
– CE devices will continue to support existing connectivity
standards (HDMI, USB and Ethernet) due to large legacy
installed base
– CE Customers and consumers are reluctant to add costs (e.g.
additional DiiVA Connector, DiiVA Switches etc)
DiiVA Analysis

• DiiVA attempts to bring benefits to consumers by


consolidating all the different connectivity options,
however
– Their strategy requires displacing existing standards
• Billions of existing CE devices support various connectivity
options, proposing a new connectivity support will require
significant effort
– interoperability and testing capabilities need to be implemented
from various manufacturers
• Analysis: This may potentially be adopted in China
due to limited installed base, however will be less
likely on other regions where HDMI, USB & Ethernet
are already established as legacy
DiiVA Analysis

• DiiVA Analysis
– Con
• Adding, new connector(s), DiiVA Transmitters/receivers‘ increases cost
• Requires additional software on both Tx and Rx device
• Management software (increased complexity)
– Traffic configuration to support USB, Ethernet and DiiVA protocols needed
• CAT6 cabling: New/Additional wiring required for DiiVA network
• No chips available yet, Synerchip may be sole source
• Not compatible with existing HDMI connectors on 1.6B TVs
– HDMI1.4 similarities
• Supports Ethernet traffic
• Uncompressed Video
• Data/Audio/Video over a single cable
– Pro
• AC coupled
– room to room connections requiring long cables (~25 meters)
• Routable USB, AV and Gb Ethernet data (in theory)
• Smaller connector (vs HDMI)
• Aggregate bandwidth ~ 18Gbps (vs 10.2 Gbps for HDMI)
– 13.5G for uncompressed video stream
– 4.26G for data channel