Main Features / Overview
High-end portable navigation system with features such as 4.3 touch-screen (16:9 format, 16M color 480x272 display, an internal rechargeable li-polymer battery (1320 mAh) and 4GB of internal embedded flash memory, as well as an SD card slot.
The TomTom line now consists of a broad range of products starting with the most basic TomTom One (3.5" diagonal screen, no Bluetooth, FM transmitter, etc.) to the high end of the range, represented by this unit which includes what has become a virtual industry-standard high-end widescreen with 4.3 inch diagonal, and additional features such as Bluetooth (and built-in microphone) as well as FM transmitter.
The only feature lacking from this model (vs. the 920 ""T") is the additional RDS-TMC traffic capability which allows users to receive real-time traffic conditions via FM radio signal. This adds $100 USD to the retail price tag.
High-end portable GPS users.
Announced August 30, 2007 per TomTom's press release.
Pricing and Availability
Suggested retail price $549.99, however, at the time of writing (3/08) this unit is offered for prices in the low $4xx USD range by multiple e-tailers. The GO 920 T at this time also officially retails for $649.99 per TomTom's website.
For the purposes of this teardown analysis, we have assumed a lifetime production volume of 2.6 million 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.
Market Sector / Performance
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 TomTom are the dominant player in the standalone PND device segment with a near one-third market share (as of 2006).
Function / Performance
No testing was performed on this device.
Main Cost Drivers
Samsung Electronics - LTE430WQ-F0B-0BS - Display Module - 4.3' Diagonal, 16.7M Color WQVGA, 272 x 480 Pixels, w/ Touch Screen - Qty(1)
Samsung Semiconductor - KMCEN0000M-S998 - Flash - MoviNAND, 32Gb, 8G x 1Bit, 1.8/3.3V, 52MHz - Qty(1)
Samsung Semiconductor - S3C2443X40-YL80 - Microprocessor - ARM920T 32Bit RISC Core, 0.13um CMOS Process - Qty(1)
SiRF - GSC3e/LP - GPS - SiRFstarIII, Single Chip, 50MHz ARM7TDMI CPU, 1Mb SRAM, 20-Channel GPS, 3V, 10 GPIO Ports - Qty(1)
Battery - Li-ion Polymer, 1320mAh, w/ Integral 2 Discrete Insulated Wires and 3-Position Connector - Qty(1)
Samsung Semiconductor - K4X51163PC - FGC3 - SDRAM - Mobile DDR, 512Mb (32M x 16), 133MHz@CL3, 1.8V - Qty(1)
CSR - BC417143B-IQN-E4 - BlueCore4 External - Single Chip Bluetooth Solution, V2.0 Plus EDR System - Qty(1)
InvenSense - IDG1004A - Gyroscope - Dual-Axis - Qty(1)
Kionix - KXP74-1050 - Accelerometer - Digital ± 2g Tri-Axis - Qty(1)
Unitech - 8-Layer - FR4 - Qty(1)
CSR - BC41B143A - BlueCore4 ROM - Single Chip Bluetooth Solution, V2.0+EDR - Qty(1)
Enclosure, Main, Top - Injection Molded Polycarbonate, Painted, w/ 2 Brass Threaded Inserts - Qty(1)
Car Charger - 5V, 2A - Qty(1)
Home Dock - Qty(1)
Total w/ Manufacturing $101.33
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.
TomTom's Relationships / Manufacturing
Per iSuppli's ""Global OEM Manufacturing and Design Analysis (GOMDA)", TomTom outsources 100% of production to two players: Inventec Appliance Corp. and Quanta, with Inventec representing the bulk of the business. Inventec was the #2 worldwide manufacturer of PND's in 2006.
Country of Origin
This TomTom One V3 was ""Made and Assembled in China" per markings on the box.
With respect to subassemblies, unless specifically labeled, it was assumed that PCBAs and plastics, etc are also from local suppliers and EMS providers 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. We therefore assumed that the PCBA was assembled in China, and that the custom mechanical components were also produced in China. 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 TomTom GO 920 features a total component count (excluding box contents - but including the itemization of the Bluetooth remote) of 799 components, of which 96 are mechanical in nature. This is head and shoulders above the other PND units analyzed this quarter.
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.
As with most portable navigation devices, the TomTom GO 920 design features two principal 'hemispheres' - the applications processor, and the GPS receiving / processing circuitry. The core GPS functionality here is provided by the SiRF STARIII chip which we also saw in the original TomTom One (since replaced by another solution in the TomTom One 3rd Edition).
The applications processor (Samsung Semiconductor - S3C2443X40-YL80) is a 16/32-bit ARM920T w/RISC Processor Core. Additionally, the TomTom GO 920 features the relatively new MoviNAND from Samsung which is an embedded memory solution which features NAND flash memory, with an MMC interface and controller. The TomTom One features 32Mb (4MB) of this MoviNAND eliminating the more historically conventional bundled SD card.
Here is a summary of the major components used in the TomTom Go 920 design:
Microprocessor - 16/32-bit ARM920T RISC Processor Core, USB 2.0 And CFII+Interface Library - Samsung Semiconductor - S3C2443X40-YL80
GPS - SiRFstarIII, Single Chip, 50MHz ARM7TDMI CPU, 1Mb SRAM, 20-Channel GPS, 3V, 10 GPIO Ports - SiRF - GSC3e/LP
FM Radio Transceiver - Full FM, EDS/RBDS Processor - Silicon Laboratories - Si4720
BlueCore4 ROM - Single Chip Bluetooth Solution, V2.0+EDR - CSR - BC41B143A
Gyroscope - Dual-Axis - InvenSense - IDG1004A
Codec - Audio, Stereo, Low Power - Wolfson Microelectronics - WM8971LGEFL
Accelerometer - Digital ± 2g Tri-Axis - Kionix - KXP74-1050
Flash - MoviNAND, 32Gb, 8G x 1Bit, 1.8/3.3V, 52MHz - Samsung Semiconductor - KMCEN0000M-S998
SDRAM - Mobile DDR, 512Mb (32M x 16), 133MHz@CL3, 1.8V - Samsung Semiconductor - K4X51163PC - FGC3
Samsung - LTE430WQ-F0B-0BS - 4.3' Diagonal, 16M Color WQVGA, 272 x 480 Pixels, w/ Touch Screen