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"Mobile Music Everywhere" concept concert takes place in Shanghai
Posted: 17-Mar-2008 [Source: Shanghai]

[Chinese concert goers introduced to an integrated music service concept converging the '4Cs' - communication, chip, content and copyright.]

Spreadtrum Communications -- "Kangxi Live Show -- 2008 Thankful Heart in Loving House -- Shanghai Concert" was held at Shanghai Stadium on Mar. 15, 2008. This concert was hosted by Taiwan's popular TV hosts Dee Hsu (aka "Little S") and Kevin Tsai, and features performances by up-and- coming young artists, such as Jolin Tsai, Alan Luo and Rainie Yang. Sponsored by Spreadtrum Communications (Nasdaq: SPRD - News), Amoi Electronics (stock code: 600057), and Kuro, the concert attracted numerous fans not only for the hot program "Kangxi Live Show" and the performing artists from Taiwan, but also for the new experience of "Mobile Music Everywhere."

Commemorative cards were presented at the "Kangxi Live Show" event and were special gifts that Kuro prepared for the Concert, which give people free membership to Kuro's website and allow them to download 250 copyrighted songs from its huge database. People may then download these copyrighted songs to Amoi's mobile phones, equipped with Spreadtrum's chips, and enjoy them "anywhere, anytime."

Dr. Ping Wu, President and CEO of Spreadtrum said, "This concert is another promotion focused on our theme of enabling 'Mobile Music Everywhere' and follows the joint launch in January by Spreadtrum, Amoi and Kuro of China's first solution for music phones offering copyrighted music downloaded to the handset. By leveraging our advanced technology and innovation thinking in wireless communication, multi-media mobile chips, and customized software Spreadtrum was able to build a stable hardware platform for digital mobile music service in China and pioneer the concept of 'Mobile Music Everywhere'."

As a major manufacturer of mobile phones in China, Amoi is committed to bringing consumers a richer product experience. For many years, its music phones, GPS phones, and smart phone series have taken consumer requirements into account, with an added focus on differentiated experience and interactive marketing. Consequently, Amoi has succeeded in several segments of the market and gained much praise for its innovations. Now, Amoi continues that differentiated product roadmap by joining with Spreadtrum and Kuro, to integrate the whole food chain of chipsets, terminals and service, into 2008's first key mobile terminal product -- the karaoke music phone series. Besides the new music experience, Amoi will reinforce this interactive music experience with consumers through participating in more entertainment activities such as live show.

"Mobile Music Everywhere" is an integrated music service concept created by Spreadtrum and is designed for the growing number of music mobile phones used by consumers in China. Different from the other current modes of music service in China, "Mobile Music Everywhere" utilizes the convergence of the '4Cs' -- Communication, Chip, Content and Copyright to promote China's music phones and copyright protected music. In January of this year, Amoi unveiled its new portable karaoke music phones, the A616 and A636, as China's first solution for music phones offering copyrighted music, with Spreadtrum chips enabling both models. The concert highlights a new music service mode for handsets, which are based on Spreadtrum's chips, carried by Amoi's portable karaoke music handsets and embedded with Kuro's service. In this service mode, the powerful chip developed by Spreadtrum enables decoding digital music, displaying photographs of celebrities and synchronizing lyrics. We can say with proud that Spreadtrum's chip is the key to "Mobile Music Everywhere." And Amoi's portable karaoke music phones equipped with Spreadtrum's chip bestow unique musical experience on users.

Spreadtrum believes that people will be able to enjoy mobile music anytime, anywhere in the near future. Spreadtrum, Amoi and Kuro will commit themselves to this project to help bring handset consumers richer musical experiences in China.

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