Tech Hardware Supply Chain - Gazhoo

Bhavin Shah
(852) 2800-8538
bhavin.a.shah@jpmorgan.com
Asia Pacific Equity Research
20 April 2009
Haptic touchscreens
Haptic touchscreen, first used in Samsung’s Instinct model, provides response upon
touch, mimicking the touch feeling of a real keypad. We expect this technology to be
adopted in the next two-three years. Adding tactile feedback, besides visual and
auditory feedback, Haptic technology also provides handset users with greater
realism. We believe the Haptic system will offer various options in developing
software with greater realism, especially in mobile games.
How does it work? Haptic systems can create various feedback by implementing
diverse movements of actuators. Haptic systems comprise four major segments:
(1) driver IC (microprocessor, power amplifiers, and sensor integration); (2) interface
device (stick, wheel, and touch panel); (3) actuator (motor and break); and
(4) software. Haptic technology works in the following manner—when user interface
devices detect signals, the information is transferred to sensors, which activate the
software and the driver IC; with the given information, software and driver IC
command relevant feedback to actuators, making active user interface devices.
Haptic systems can create various feedback by implementing diverse movements of
actuators.
Figure 65: Haptic technology control structure
Device driver
Source: Immersion Corporation, J.P. Morgan.
Software
Microcontroller
Sensors Actuators
User Interface Devices
Transmission
Implications for the industry
Immersion Corporation (IMMR US, Non-rated) is one of the leading companies in
the field of Haptic technology. The company has developed Haptic solutions for
handsets, called VibeTonz, which is currently licensed to SEC, LGE, and Nokia. The
first VibeTonz-enhanced phones (SCH-N330 and SCH-G100) were introduced by
SEC in April 2005. Since then, VibeTonz has been incrementally adopted by SEC
(Armani phone, and SOUL phone) and LGE (Viewty phone, Voyager phone, and
Prada phone), but the Haptic function has not been standing out. However, SEC’s
Haptic phone with 22-vibration types focuses on the Haptic function, combining a
wide range of interests in Haptic technology.
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