Shulou(Shulou.com)11/24 Report--

On July 27, the 2023 China International Digital Entertainment Industry Conference (CDEC) Summit Forum was held in Shanghai. In the morning section of the forum, Hou Mingjuan, global vice president of Qualcomm, delivered a speech on the theme of "Mobile Science and Technology Innovation, leading the Development of Digital Entertainment economy". The full text of the speech is as follows

Good morning, ladies and gentlemen. I'm Hou Mingjuan of Qualcomm. I'm glad to be here again to attend the China International Digital Entertainment Industry Conference. The theme of this year's conference is "reconstruct the digital intelligence ecology and capture the changing value", which is very suitable for the current environment of the digital entertainment industry. So next, I would like to share with you how Qualcomm continues to empower the development of the digital entertainment industry and tap the value of the digital entertainment industry in the future through mobile technological innovation.

The report of the industry research institute shows that the current mobile game development momentum is strong, and occupies the mainstream in the overall game market. Globally, mobile games accounted for 50% of the game market in 2022, and the market expanded fourfold from 2015 to 2022. In China, mobile game sales account for 73% of the game market, and the market has expanded sixfold from 2015 to 2022.

Focusing on the mobile game industry, lightweight and portable mobile devices are the game costumes for players. Snapdragon, as a synonym for the top experience of Android, continues to bring strong performance to smartphones and provide a comprehensive, iteratively upgraded top mobile gaming experience, leading mobile gaming innovation.

At the end of last year, Qualcomm launched a new flagship mobile platform, Snapdragon 8, to help major terminal manufacturers launch flagship smartphones that support top digital entertainment experiences.

With its strong performance and omni-directional extreme optimization, the second generation Snapdragon 8 has become the preferred platform for flagship terminals. At present, it has enabled more than 30 flagship models to be launched in China, bringing users an excellent digital entertainment experience and gaining wide acclaim from users.

Our game-optimized Snapdragon Elite Gaming features continue to evolve, providing a solid foundation for the excellent gaming experience of the second generation Snapdragon 8. Innovative game features supported on the second-generation Snapdragon 8 include hardware-based real-time light pursuit and support for the new Vulkan 1.3 API, as well as up to 45% energy efficiency gains over previous platforms in the GPU section, and up to 75% performance gains with game post-processing accelerators. Snapdragon Mobile platform is also the first in the world to support a mobile-optimized UE5 engine, allowing players to experience realistic personas in the game.

The second generation Snapdragon 8 is the first Snapdragon mobile platform to support hardware-based real-time light pursuit. The light effect shown by the light pursuit technology is amazing, and users can experience it on the mobile phone. Graphic effects such as accurate reflection and realistic shadow rendering on a smooth surface.

With the powerful performance brought by the new Qualcomm Adreno GPU on the second generation Snapdragon 8, when the platform was released at the end of last year, Qualcomm cooperated with NetEase to take the lead in showing the mobile phone ray tracing function in the "upstream cold" mobile game, bringing lifelike picture quality, showing lifelike light reflection, refraction, and soft shadows, making shocking visual effects possible, creating a more realistic open world of martial arts for players.

The rapid development of generative AI this year has attracted wide attention. In fact, long before this, we are deeply aware of the increasing importance of AI to the user experience, and strive to push the terminal-side AI experience to the next critical stage. The second generation Snapdragon 8 is a blockbuster product specially built for AI, equipped with our state-of-the-art Qualcomm AI engine, providing groundbreaking AI technology for the entire system. Since its launch, the second generation Snapdragon 8 has been widely recognized by the industry, winning the CES 2023 Innovation Award and the World Mobile Communications Congress GTI 2023 Mobile Technology Innovation Breakthrough Award. Especially in the field of AI, at the 2023 World artificial Intelligence Congress, which ended earlier this month in Shanghai, the Qualcomm AI engine of the second generation Snapdragon 8 won the top award of 2023 WAIC-Outstanding artificial Intelligence Leader Award.

Based on the strong AI strength, in addition to the AI experience emphasized at the time of release, we are also constantly raising the experience limit of the second generation Snapdragon 8, and continue to lead the terminal-side AI innovation. We have demonstrated the Stable Diffusion terminal side demonstration on the world's first Android mobile phone on the second generation Snapdragon 8 terminal. When the user enters text similar to the text at the top of the screen to query, the model with up to 1 billion parameters can start running and can be calculated entirely on the phone to generate a picture, even in flight mode; that is, this can be done without getting any information or data from the network. Running the huge generative AI basic model efficiently on the portable device is the new experience brought by the terminal-side AI.

At the core of achieving the above excellent end-side AI performance is the Qualcomm AI engine, which consists of several hardware and software components to accelerate terminal-side AI reasoning on the Snapdragon Mobile platform. It uses heterogeneous computing architecture, including Qualcomm Hexagon processor, Adreno GPU, Kryo CPU and sensor hub, to support the fast and efficient running of AI applications on terminals.

Based on Qualcomm's "unified technology roadmap", Qualcomm's AI engine can play a role in almost all of our product lines, such as cars, mobile terminals, XR, PC and so on.

Nowadays, generative AI has become a new technology frontier. New AI use cases such as voice-generated text, text-generated voice, document creation, and image generation like the one just demonstrated, and even video generation, are bringing a new round of experience innovation and new possibilities for the development of digital entertainment.

So how to make the above generative AI applications scale out? Qualcomm believes that terminal-side AI is the key. As a highly personalized device, mobile phone can become the real digital assistant of consumers through generative AI. Take Snapdragon as an example, on PC, generative AI can make a to-do list based on the voice transcription of video conferencing, and automatically generate a complete presentation for direct use by users, so that productivity can be multiplied.

For example, in terms of XR, generative AI can bring great prospects for the content construction of meta-universe. Generative AI has the potential to popularize 3D content creation, such as enabling content creators to use various types of prompts such as text, voice, image or video to generate 3D objects and scenes, and eventually create a complete virtual world. Will be able to be customized and optimized based on simple prompts to help XR devices create a completely different and unique virtual world experience for users, all of which will transform the way users create and experience immersive content on XR devices.

Running AI on the terminal side can bring global advantages such as cost, energy consumption, personalization, privacy and security. We believe that a more powerful, efficient, and highly optimized AI can be achieved through a hybrid AI architecture that effectively combines end-side AI with cloud-based AI, that is, distributing and co-processing AI workloads between cloud and edge endpoints. Qualcomm is leading the realization of the vision of hybrid AI, unleashing the unlimited potential of generative AI through wireless connectivity, efficient computing and distributed AI.

We notice that while achieving higher accuracy and better KPI, the generative AI model is getting smaller and smaller. At present, we have been able to support models with more than 1 billion parameters to run on the terminal side; in the next few months, models with more than 10 billion parameters are expected to run on the terminal side. This is another key factor in our belief that we can better implement experiences on the terminal side over time. And this will indeed change the way people interact and create new momentum for the development of the digital entertainment economy.

For a long time, Chinese industry has been actively embracing new technologies and trends. Since the commercial use of 5G, China has led the world in the scale of 5G deployment. As a new form of digital sports economy, e-sports industry has also achieved rapid development. With the emergence of the new technology trend of generative AI, with more than 30 years of technology accumulation in mobile, and continuous investment in 5G, gaming and AI, we hope to work with a wide range of partners to take advantage of Qualcomm's technological innovation to continue to help and promote the digital entertainment industry to unleash more potential. That's what I shared today. Thank you!

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