Upper mid-range, 3G WCDMA/GPRS Tri-band GSM Dual-cam phone (with VGA primary camera, CIF (yes, CIF) secondary) candybar, 65K 1.9 Inch TFT display, Micro SD/TransFlash memory slot, and Bluetooth. This is NOT a 'slim' form factor phone.
This Motorola WCDMA/UMTS phone bears some resemblance to other recently analyzed WCDMA phones, and from a component point of view shares much in common with both the Motorola V1075 (E1070) and C975 - both of which were WCDMA candybar phones. Furthermore, the E1070 was released at the same time as the E770V.
Previously seen UMTS phones from Motorola all seem to be clunky (heavy and large) - and considering the feature set - this E770V is far clunkier than the SGH-Z150, for example (much lighter and thinner). Previous Motorola models show improvements are ongoing in this matter. The Motorola A835 previously analyzed, for example, seems was similar to this model in that it had dual cameras (VGA and CIF) - but was quite a heavy and cumbersome beast when compared with this more recent incarnation of dual-cam WCDMA/UMTS Motorla candybars (A835 - 168g, C975 - 138g, and E770V 117g). So it appears that Motorola have made significant design improvements for overall weight and volume within a similar feature-set range but still lag in their ability to compress and lighten the form factor for the feature set.
Most of the WCDMA phones we have seen, due to the cost not only of the hardware, but also of the higher network charges for 3G subscriptions, etc. tend to focus this product and others like it on adult users . The aesthetics of this phone and competing UMTS phones seem to also point in the direction of a more mature audience.
This high-end model is clearly aimed at markets where UMTS/WCDMA is broadly deployed (primarily Europe and Japan). The only phones we have seen like this in the recent past were aimed primarily at high-end users in Asia.
Based on Vodafone's press release info - it appears that the rollout of the E770V and several other exclusive and non-exclusive new phones coincided around September 16, 2005, and later (end Nov 2005) in Germany. Press releases from Motorola simultaneously promoting the E770V and V1075 date to October, 2005.
Regional Availability (Per Vodafone website)
The non-Vodafone branded version of this phone (e770) was inaugurated in Taiwan. The Vodafone branded version E770V is, per the Motorola website was available in Q4 2005. Vodafone's version of this phone was available in several countries in western Europe including Germany (press release Nov 22, 2005), Sweden (press release Sep 16, 2005), Spain (press release Sep 16, 2005), and Portugal (Nov 2, 2005), but was also part of a number of new models from various manufacturers released by Vodafone as part of the 2005 Christmas season.
Motorola has a large, commanding market share, and achieved incredible volume and visibility with the RAZR, which has since been succeeded to some extent by other 'thin' models, specifically the SLVR, Q and other extensions of their thin line of phones. We are assuming a lifetime production volume of 1.2 million units for this model because of the combination of Motorola's overall market share, assumed share within this phone segment, phone features, etc.
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).
ISuppli's Design Forecast Tool (DFT) and Market Shares
As part of iSuppli's Design Forecast Tool (DFT), we forecast handset shipments by major design feature and manufacture, as well as the number of design starts a manufacturer will have by feature set. From our most recent revision of this tool iSuppli estimates the introduction of 2 WCDMA 2100 tri-band GPRS (900/1800/1900) handsets in 2006 by Motorola and 8 in 2005. The model was available exclusively for Vodafone since Q4 05. Estimate based on the assumption of 2 year life span
Performance testing was not performed on the Motorola E770V.
Country of Origin / EMS Provider
The Motorola E770V we received was labeled Made in Singapore. However, given the overwhelming trend of production moving to China, and so many Motorola phones that we have seen having been manufactured in China, we are assuming here that SMT assembly for the PCBA and custom mechanicals were produced or sourced from 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 chargers), 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.
The issue of labor rates was revisited in Q2 2006 as we began to apply some research by one the major worldwide EMS suppliers and are now applying some of their research on total loaded costs by country and region to arrive at these new rates which are pronouncedly higher on the low end in China. Remember 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.
Design for Manufacturing / Complexity
When comparing this WCDMA phone to all of the other WCDMA phones analyzed in the last year this phone, along with the 4 other units analyzed in parallel are basically 5 of the phones with the lowest component counts seen to date. Part of this is due to the fact that this phone and the others against which it was simultaneously analyzed are candybar form factor (vs sliders or clamshell) designs. This factor primarily affects the mechanical component count and final assembly complexity.
Nonetheless, at a component count of 596 components, of which 97 components are discrete mechanical components, puts this phone well below the average of those WCDMA phones seen in the last year or so. However, the absolute winner seen thus far, and a far cry from this phone in this air interface standard in terms of component counts, is the Nokia 6151.(See 6151 analysis for details).
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, to some extent, decreased in this case because of assumed labor rate applied for China.
Note that manual labor has a much smaller effect on auto-insertion assembly lines (for the Main PCB, for example), where manufacturing costs are much more capital equipment intensive and driven by these investment costs.
The Motorola E770V bears greatest resemblance to the Motorola V1075 (E1070) (previously analyzed) - as it shares major component commonality with this design.
Here is a summary of the major components used in the Motorola E770V design:
- Freescale - MMM7200 - DBB - Digital Baseband Processor
- Freescale - SC29416VK - DBB - Applications Processor
- Texas Instruments - TWL93017CZPHR - ABB - Analog Baseband / Power Management and Audio Circuit
- NAND Flash - M-Systems - MD5832-d256-V3Q18-X-P - DiskOnChip P3, 256Mb
- SDRAM - Infineon - HYB18L256160BF-7.5 - 256Mbit, 133MHz, 1.8V
- NOR Flash Dual Sourced:
- Intel - xx48F4400L0YBP0 - 512Mb
- AMD-Spansion - S99-50063 - 512Mb
- Freescale - MMM6016 - RF Transmitter - WCDMA TX
- Freescale - MMM6017 - RF Transceiver - GSM/GPRS RX/TX + WCDMA RX
- Skyworks - SKY77330-13 - PAM - Tri-Band, GSM900/DCS1800/PCS1900
- RF Micro Devices - RF9287 - PAM - WCDMA
- Texas Instruments - BRF6150 - Bluetooth Processor
- Nvidia - GoForce 4000 - Multimedia Processor
- 1.9 Inches - TFT - 176x220 - 65K Color
- Primary - CMOS - VGA (640x480) Resolution
- Secondary - CMOS - QCIF (176x144) Resolution (Pretty rare these days!)