Main Features / Overview
Entry-level portable navigation system with features such as 3.5 touch-screen, 262K color 240x320 display, an internal rechargeable li-ion battery (1100 mAh) and 512Mb of internal embedded flash memory, as well as an SD card slot.
From a hardware point-of-view this device has only the most basic features - a screen and a speaker - as do competing low-end units (no Bluetooth, no FM transmission, no TMC, etc.). In fact, no matter who the manufacturer is, the 'basic' models lack most of the following features which are reserved for various flavors of high-end models: a 4.3" diagonal display (vs. 3.5" standard in low-end untis), Bluetooth, FM transmitter, and RDS-TMC receiver (for real-time traffic conditions).
The Magellan RoadMate 1200 is a basic portable all-in-one navigation system mainly designed for use in vehicles, but also is portable enough to be handheld and is thinner (at 17.8 mm thickness) than other GPS PNDs we have analyzed.
Entry-level GPS users in North America.
Announced August 30, 2007 per Magellan's press release.
Suggested retail price $199.99 (pretty much the standard 'official' retail price for competing equivalents as well), however, at the time of writing (3/08) this unit is offered for as low as ~$160 USD by multiple e-tailers.
For the purposes of this teardown analysis, we have assumed a lifetime production volume of 750K units over a 2-year production lifetime (with no changes to hardware - specifically the enclosures).
As a reminder, teardown volume 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.
Per iSuppli's ""Global OEM Manufacturing and Design Analysis (GOMDA)", iSuppli estimates that the PND market will ship nearly 33 million standalone units in the 2008 global market with a 2006 to 2011 compound annual growth rate of 32.4%. Furthermore, iSuppli estimates that Magellan are among the lagging players in the standalone PND device segment with less than 4% market share (as of 2006).
Function / Performance
No testing was performed on this device.
Main Cost Drivers
Wintek - WD-F3224WK-6FLWa - Display Module Value Line Item - 3.5' Diagonal, 320 x 240 Pixels, 262K Color TFT, w/ Touch Screen - Qty(1)
Centrality (SiRF) - AT642 - GPS Baseband / Applications Processor - Atlas-III, 396MHz ARM 926 Processor, 264MHz DSP, 130nm Process - Qty(1)
Sandisk - BB0730605013D - SD Memory Card 1GB - Contains Map and Application - Price for Blank Memory Card Only - Does not Include Intellectual Property. - Qty(1)
Battery - Li-Ion, 3.7V, 1100mAh, w/ Integral 4 Discrete Wires and Pin Socket - Qty(1)
Hynix - HY5V26FFP-H - SDRAM - 128Mb (2M x 16bit x 4 Banks), 133MHz, 3.3V - Qty(2)
Hynix - HY27US08121ATPCB - Flash - NAND, SLC, 512Mb (64M x 8bit), 3.3V - Qty(1)
Cheerful Industrial Co. - 8-Layer - FR4 - Qty(1)
Realtek - ALC5611-GR - Codec - Audio, AC97, w/ Integrated Touch Screen controller - Qty(1)
Windshield Mounting - Qty(1)
SiGe Semiconductor - SE4110L-R - GPS Receiver - High Sensitivity and Low Power, Integrated LNA - Qty(1)
Phihong - CLA05D-050A - Car Charger - 5.0V, 1.0A - Qty(1)
Total w/ Manufacturing $62.24
What Is Not Included in our Cost 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.
Magellan's Relationships / Manufacturing
Per iSuppli's ""Global OEM Manufacturing and Design Analysis (GOMDA)", Magellan outsources 100% of production to two players: MiTAC, and Kinpo with MiTAC representing the bulk of the business. MiTAC was the #1 worldwide manufacturer of PND's in 2006.
Country of Origin
This Magellan RoadMate 1200 was ""Made in the Philippines" per markings on the box. The main PCB was labeled made in Taiwan. However, with respect to other subassemblies, unless specifically labeled, it was assumed that other custom mechanical components (plastics, metals, etc.) are from suppliers in China. We generally assume that where not noted, that sub-assemblies and some custom manufactured items (plastics, mechanicals, etc.) will be produced in the lowest cost region in the absence of proof to the contrary. This is not known - and these are merely assumptions.
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 Bluetooth 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.
Remember also that 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.
Design for Manufacturing / Complexity
The Magellan RoadMate 1200 features a total component count (excluding box contents) of 465 components, of which 65 are mechanical in nature.
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.
A very basic design: while all previously seen GPS PNDs we have analyzed featured two principal functional 'hemispheres' - an applications processor, and a GPS receiving / processing circuitry section, the Magellan RoadMate 1200 is a cyclops - it has only one core chip and functional block (no 'separate apps processor') - the Centrality (SiRF) AT642.
However, like other entry-level GPS PNDs, the Magellan RoadMate 1200 features a discrete (baseband (Centrality (now SiRF)) + RF receiver (SiGe Semiconductor)) core GPS solution other than the more-integrated SiRF StarIII, whereas the higher end models from the same manufacturers do feature that or competing equivalent chips. In fact - this appears to be common that the SiRF chipsets are now found mostly in the higher-end units.
The Magellan RoadMate 1200 seems, in fact, to be the lowest of the low-end units we have analyzed in that it has no other functionality than basic GPS functionality as a result of this 'apps processor-less' design, and it features the least embedded memory of the units seen (512Mb).
Here is a summary of the major components used in the Magellan RoadMate 1200 design:
GPS Receiver PCB
GPS Receiver - High Sensitivity and Low Power, Integrated LNA - SiGe Semiconductor - SE4110L-R
GPS Baseband - Atlas-III, ARM 9 Dual-Core Processor - Centrality (SiRF) - AT642
Codec - Audio, AC97, w/ Integrated Touch Screen controller - Realtek - ALC5611-GR
Flash - NAND, SLC, 512Mb (64M x 8bit), 3.3V - Hynix - HY27US08121ATPCB
SDRAM - 128Mb (2M x 16bit x 4 Banks), 133MHz, 3.3V - Hynix - HY5V26FFP-H
Power Management IC / Li-Ion Battery Charger - Single Chip, Up to 2A Total Current - Texas Instruments - bq24070RHLx
Wintek - WD-F3224WK-6FLWa - 3.5' Diagonal, 320 x 240 Pixels, 262K Color TFT, w/ Touch Screen