PhoenixCard

Phoenixcard is a closed source win32 application developed by Allwinner. It's used to convert an Official Image into a bootable self-installing SD card.

Resulting Card
The mbr of the resulting card refers to an empty fat partition, but there is a real but hidden vfat boot partition at offset 0x1500000 (21MB) or 0x2400000 (36MB).

The partitions to be installed are stored raw in the card in an special format been reverse engineered.