4.5' HSPA+ Entry-level smartphone for world markets
1.2GHz Mediatek MT6577 Core
Android 4 OS
No secondary camera - just 5MP primary.
Relatively low volume and short life (0.5 year) - we have assumed higher margins from Mediatek to Lenovo. 'Best pricing' for the Mediatek chips is lower than assumptions for this model.
Primarily oriented at the domestic Chinese market - but has been released to other international markets. Per Lenovo the A800 is an 'All-Round Entry-Level Smartphone'.
January 2013 per press release
Announced January 7, 2013, concurrently with CES.
$290 USD Based on US pricing (Google) as of 3/25/13
ASPs always vary from country to country based on local currencies.
800,000 Annual Production Volume
0.5 Product Lifetime (Years)
For the purposes of this teardown analysis, we have assumed an Annual Production Volume of 800000 units and a Product Lifetime Volume of 0.5 year(s).
Teardown volume and production assumptions are primarily used for our cost analysis in terms of amortized NRE and tooling costs, especially for custom components specific to the model being analyzed (mechanical components especially). Unless assumed volumes are different by an order of magnitude, minor changes in volume (say 1 million vs. 2) rarely have a large net effect on our final analysis because of this.
Total BOM: $92.49
Top Cost Drivers below: $69.01
% of Total BOM 75%
Main Cost Drivers below
BOE - BTL454885-W626L Display Module - 4.5' Diagonal, 16.7M Color TFT (AFFS Mode), 854 x 480 Pixels, 116.5um x 116.5um Pixel Size, 99.5mm x 55.93mm Viewable Area- (Qty: 1)
Mediatek - MT6577ATA Apps / Baseband Processor - GSM/EDGE/WCDMA/HSPA, Dual-Core ARM Cortex-A9 1.2GHz, PowerVR SGX531 GPU- (Qty: 1)
O-Film - Display Window / Touchscreen Assembly - 4.5' Diagonal, Capacitive, Glass-Film-Film Type, w/ Tempered Cover Glass, & GOODIX GT813 Touchscreen Controller- (Qty: 1)
Samsung Semiconductor - KMNJS000ZM-B205 MCP - 4GB eMMC NAND + 512MB Mobile DDR2- (Qty: 1)
Sunny Optical Technology - Camera Module - 5MP, BSI CMOS, 1/4' Format, Auto Focus Lens- (Qty: 1)
Lenovo - BL197 Battery - Li-Polymer, 3.7V, 2000mAh, 7.4Wh- (Qty: 1)
Mediatek - MT6628Q - Bluetooth / FM / GPS / WLAN - WLAN IEEE802.11b/g/n, Bluetooth 3.0+HS / 4.0LE, GPS/QZSS/SBAS, RDS/RBDS FM Receiver- (Qty: 1)
Mediatek - MT6329BA - Power Management IC- (Qty: 1)
Zhuhai Founder Technology - 10-Layer - FR4 / RCF HDI, 2+6+2, Lead-Free- (Qty: 1)
Mediatek - MT6162N - RF Transceiver - Quad-Band GSM/EDGE, WCDMA/HSPA- (Qty: 1)
Not Included in Analysis
The total materials and manufacturing costs reported in this analysis reflect ONLY the direct materials cost (from component vendors and assorted EMS providers), AND manufacturing with basic test. Not included in this analysis are costs above and beyond the material manufacture of the core device itself - cost of intellectual property, royalties and licensing fees (those not already included into the per component price), software, software loading and test, 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 and exceptionally in some circumstances the packaging and literature as well.
We do provide an Excel tab 'Overall Costs' where a user can enter their known pre and post production costs to build a per unit cost reflective of theirs actual expenditures.
Country of Origin
For the purposes of this analysis, we are assuming the following country(ies) of origin for each level of assembly, based on a combination of 'Made In' markings, and/or assumptions based on our knowledge of such equipment.
Box Contents - China
Camera Assembly - China
Display / Touchscreen - China
Main PCB - China
Misc PCB Assemblies - China
Other - Enclosures / Final Assembly - China
Country of origin assumptions relate directly to the associated cost of manufacturing, where calculated by iSuppli. In the cases of 'finished' sub-assemblies (such as combo modules), we do not calculate internal manufacturing costs, but rather assess the market price of the finished product in which case country of origin assumptions may or may not have a direct effect on pricing.
Labor rates are applied directly only to hand inserted components and systems in our bill of materials, and although regional assumptions do, these new rates do not have a direct effect on our modeled calculations of placement costs for automated SMD assembly lines. "Auto inserted components (such as SMT components) placement costs are calculated by an iSuppli algorithm which allocates a cost per component based on the size and pincount of the device. This calculation is affected by country or region of origin as well.
Component counts by assembly and the number of assembly are indicators of design complexity and efficiency.
Component Qty: 500 - Main PCB
Component Qty: 14 - Display / Touchscreen
Component Qty: 17 - Box Contents
Component Qty: 28 - Camera Assembly
Component Qty: 64 - Other - Enclosures / Final Assembly
Component Qty: 59 - Misc PCB Assemblies
Component Qty: 682 - Grand Total
The average smartphone has about 1000 components making this device relatively simple to produce.