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Toshiba HD-A1 HD-DVD Console Teardown

30 November 2012
The following is an overview of a teardown analysis conducted by IHS Technology Teardown Services.

Overview

The first console to be released from the two camps competing to dominate HD formats (HD-DVD vs. Blu-Ray), the Toshiba HD-A1 is a good example of heavily subsidized hardware, as the bottom line analysis come up with a bill of materials cost (not including packaging, logistics, or margins) of well over $700 for a box that retails for $499. The Toshiba HD-A1, because of its new and unique nature is not well integrated from a design perspective, with a great deal of discrete chips. In fact - it feels like a Frankenstein-like merging of PC motherboard design with HD set-top box design - making this box quite complex and expensive to produce. To further complicate things, the production volumes are estimated to be quite low, as the adoption rate is nearly 0 at this stage in the game. Low production volumes, a complex design, and a made in Japan product all add up to a very pricey piece of hardware.

Toshiba HD-A1 HD-DVD Console - Internal - Top ViewToshiba HD-A1 HD-DVD Console - Internal - Top View
Target Market

High-end videophiles for now, it seems, however the mainstream audience is expected to come along quickly, at least that is what Toshiba are betting on. The battle of the formats may be a slow one, and until a clear winner emerges and content is broadly available - this will appeal primarily to the high-end users niche.

Release

March 2006.

Pricing / Availability

$499 and up retail.

Volume Estimations

We assumed, for the purposes of this teardown analysis, that the production volume was quite modest - or around 50,000 units, although we understand that it has been suggested by one non-iSuppli analyst that the sales volume to date may be far lower.

As a reminder, volume production assumptions primarily affect our cost analysis in terms of amortized NRE and tooling costs, especially for custom components specific to the model being analyzed (mechanical components especially). When production volume assumptions start to approach the low end (say less than several 100K), the NRE costs become quite significant on a per unit basis.

Market Sector / Performance<

ISuppli broadly forecast that combined volume shipments for stand alone next generation HD-DVD / Blu-Ray consoles will be less than 1 million units globally in 2006, growing to nearly 15 million units in 2008.

Function / Performance

ISuppli performed no testing on this unit - but general reviews have been sketchy on the Toshiba's performance.

Cost Notes

Toshiba HD-A1 HD-DVD Console - Internal - Top ViewToshiba HD-A1 HD-DVD Console - Internal - Top View


As mentioned above - what drives the Toshiba's costs - everything - there is tremendous IC content - and the expensive proprietary HD-DVD drive at it's core, the low production volumes, the fact that it's made in Japan - everything adds up making this a very expensive device to produce.

Toshiba HD-A1 HD-DVD Console - AV PCB - Major ICsToshiba HD-A1 HD-DVD Console - AV PCB - Major ICs

Main Cost Drivers (Representing approximately 80% of total materials costs)

$226 - Assorted logic IC's - including - Intel chipset (2.50GHz CPU w/North/Southbridge) and Broadcom high definition decoder, etc.) - see below for list of major chips.

$200 - HD-DVD Drive - NEC Corporation

$117 - Assorted memory IC and module content

Subtotal of Main Cost Drivers ~$543

Total Materials Costs ~$677

Materials and Manufacturing* ~$742



* - The total materials and manufacturing costs reported in this analysis reflect only the direct materials cost (from component vendors and assorted EMS providers), manufacturing and test. Not included in this analysis are costs above and beyond the manufacture of the core device itself - cost of intellectual property, software or software loading and test, licensing, royalties, shipping, logistics marketing and other channel costs including not only EMS provider and the OEM's margin, but that of other resellers. Our cost analysis is meant to focus on those costs incurred in the manufacture of the core device itself.

Toshiba HD-A1 HD-DVD Console - Motherboard Top &amp; Memory ModulesToshiba HD-A1 HD-DVD Console - Motherboard Top &amp; Memory Modules
Manufacturing Notes

Country of Origin / EMS Provider

This Toshiba HD-A1 console was produced (final assembly, that is) in Japan, per markings on the device itself. Furthermore, the sub-assemblies (aside from the HD-DVD device itself) were not labeled as to country of origin. And given the special, almost pre-production nature of this high-end product it was assumed that all sub-assemblies were also produced in Japan. If this player were to take off in terms of production volumes it is fully expected to migrate offshore towards lower cost production environs. But given the flagship nature of this product it would not be surprising that all production stayed domestic inside Japan in order to provide the highest level of quality assurance and best turn-around time.

These are not known facts, merely assumptions, which we use to calculate manufacturing costs in our analysis.

Design for Manufacturing / Device Complexity

The Toshiba HD-A1 is extremely complex, and packs a whopping 2611 components into it, exceeding even the most complex HD DVR we recently analyzed, and puts it at the high end of complexity of all devices analyzed to date in either the set-top box or even PCs, but this is a result of the Frankenstein "PC meets set-top box design" where the two devices have little in terms of economies of design creating a lot of discrete silicon. Ultimately - to make this kind of device more functional and reduce its cost it will require a simpler, more integrated microelectronic approach.

Toshiba HD-A1 HD-DVD Console - Memory Modules - Top &amp; BottomToshiba HD-A1 HD-DVD Console - Memory Modules - Top &amp; Bottom
Component counts have a direct bearing on the overall manufacturing cycle times and costs, and also can increase or decrease overall yields and re-work. Our calculations of manufacturing costs factor counts and more qualitative complexities in the design.

The cost of manufacturing is also affected by the assumed production volumes (which increase or decrease the per unit amortized cost of certain NRE, tooling and other up-front charges), as well as the country of final assembly, being Japan in this case, where our assumed loaded skilled (technical) and semi-skilled labor rates are some of the highest worldwide (along with Germany).

Toshiba HD-A1 HD-DVD Console - Internal - Inner Enclosure RemovedToshiba HD-A1 HD-DVD Console - Internal - Inner Enclosure Removed
Design Notes

Electronic Design

Chip or Component Summary by Functional Area or Assembly

Main PCB

Audio / Video Processing

• Broadcom - BCM7411 - High Definition Decoder - AVC/VC-1/MPEG

• Analog Devices - ADSP-21266SKBCZ-2C - Digital Signal Processor - Audio, 32-Bit/40-Bit Floating Point Processor, 2Mb SRAM, 4Mb ROM

• Analog Devices - ADSP-21262SKBCZ200 - Digital Signal Processor - Audio, 32-Bit/40-Bit Floating Point Processor, 2Mb SRAM, 4Mb ROM

• Analog Devices - ADA7312 - Video Encoder - HDTV, Multiformat, Six 11-Bit DAC, On-Board PLL

Clock

• ICS - ICS950812CGLF - Frequency Generator - 20MHz Differential CPU Clock, Outputs: 3-CPU, 7-PCI, 3-PCI_F, 1-USB, 1-REF, 5-3V66,1-VCH/3V66, 3-66MHz_OUT/3V66

• Texas Instruments (Burr-Brown) - PLL1707DBQ - Multiclock Generator - Dual PLL, 3.3V, 27MHz Master Clock Input

• ICS - ICS660GILF - Clock Generator - Digital Video, Clock Rates for MPEG, NTSC, PAL, and HDTV

CPU

• Intel - RH80532GC060512SL6WY - CPU - 2.50GHz/512KB/400MHz/0.13micron/1.3V

• Analog Devices - ADM1032ARMZ - Temperature Sensor - Remote/Local, Dual Channel, 2-Wire SMBus Serial Interface

I/O & Interface

• Intel - EP82562ET - LAN Connect - 10/100Mbps, 3-Port LED Support, 3.3V, 0.3WST Microelectronics - AV1AWA - Receiver ID IC

• National Semiconductors - DS90C385A - LVDS Transmitter - Programmable, 28-Bit, 87.5MHz Flat Panel Display Link, 3.3V

• JRC - NJU3427F - Vacuum Fluorescent Display Driver/Controller

Memory

• ISSI - IS61LV5128AL-10BLI - SDRAM - 512k x 8bits, 10ns, 3.3V

• Samsung - K4H561638F-T(U)C/LCC - SDRAM - DDR400, F-die, 256Mbit (16Mx16), 200MHz, CL3, 2.5V

• Spansion - S29GL032M90BFIR3 - Flash - 32Mb, 3V, 90ns Access, 0.23um, MirrorBIT

• Sharp Microelectronics - LH28F800BJHB-43 - Flash - 8Mb, Bottom Boot, 0.25um ETOXTM Process

• Hynix - HYMD512M646CFP8 - SODIMM DDR - 1GB, 128Mx8, 333MHz, CL2.5

MPU & Glue Logic

• Xilinx - XC3S1000 - FPGA - 1,000,000 Gates, 391 User I/O's, Distributed RAM: 120Kb, Block RAM: 432Kb

• Xilinx - XC3S1500 - FPGA - 1,500,000 Gates, 487 User I/O's, Distributed RAM: 205Kb, Block RAM: 576Kb

• Xilinx - XC2C256-7FTG256C - CPLD - 184 User I/O, 1.8V, 0.18micron CMOS

• NEC - PD78F4225Y - Microcontroller - 16-Bit, 128KB Flash Memory, 4.25KB RAM, 67 I/O Pins, Watchdog Timer, 8-Bits A/D and D/A Converters

Northbridge

• Intel - JG82854SL8WC- Northbridge - Graphics Memory Controller Hub, Processor / DDR SDRAM / Display / Hub Interfaces

Power Supply

• Maxim - MAX1519 - Quick-PWM Step-Down Controller - Dual-Phase, for Programmable CPU Core Power Supplies

• Maxim - MAX1993 - Quick-PWM Step-Down Controller - w/ Inductor Saturation Protection and Dynamic Output Voltage

Southbridge

• Intel - NH82801DBMSL7VK- Southbridge - I/O Controller Hub 4 Mobile, PCI Rev2.2, ACPI, Enhanced DMA, IDE Controller, USB2.0, LAN Controller, SMBus, AC '97

• Rohm - BR93L46RFV-W - EEPROM, 1Kb, Microwire Bus

AV PCB

Audio / Video Processing

• Pioneer - CD0041AF - SD to HD Scaler

• Analog Devices - ADA7312 - Video Encoder - HDTV, Multiformat, Six 11-Bit DAC, On-Board PLL

• Mitsumi - MM1568 - Video Signal Driver - 6-Ch Progressive, Built-in Fourth LP Filter and 6dB Amp

I/O & Interface

• National Semiconductors - DS90CF386MTD - Flat Panel Display Link / 3.3V LVDS Receiver

• Silicon Image - Sil9030CTU - HDMI Transmitter - 25-112MHz, VGA-SXGA, 480i, 576i, 480p, 576p, 720p, 1080i, 4xi2S Inputs, HDCP Encryption, 3.3V

• Texas Instruments (Burr-Brown) - PCM1755DBQ - DAC - 24 Bit, 192KHz, Delta-Sigma, Stereo

Memory

• Winbond - W9864G2EH-6 - SDRAM - 64MB (512K x 4 x 32), 166MHz, CL3, 64ms, 0.13um, 3.3V, 3mA

Power Supply Module - Murata - MPN5232


Toshiba HD-A1 HD-DVD Console - Main Unit and Box ContentsToshiba HD-A1 HD-DVD Console - Main Unit and Box Contents



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