Mid-Range, CDMA2000 1X 800/900MHz, AMPS 800MHz Single-camera phone (VGA) Clam Shell, 65K 1.5 Inch Color CSTN display, w/ WAP2.0 Browser.
The V265 is a fairly ho-hum mid-range Motorola flip-phone with VGA camera. It was offered as a heavily subsidized phone by Verizon at the time we acquired it (ditto currently for Alltel). Production for this phone is likely on the wane, as it has been on the market for over a year now, and is no longer offered by Verizon.
This phone DOES offer one feature we haven't seen before: because of the Qualcomm chipset, it also features a Qualcomm branded version of GPS called gpsOne, their global positioning system.
CDMA2000 1x has had success in Korea and North America. CDMA2000 1xRTT subscribers outpaced cdmaOne subscribers in 2004.
CDMA2000 1xEV-DO was launched in Korea at the end of 2003, and North America followed suit in 2004. Handsets that support EV-DO are now available in both markets. CDMA2000 1x will see steady growth as it competes with 3G Universal Mobile Telecommunications System (UMTS) technologies.
EV-DO is getting a boost, especially in North America, as it becomes a competitive solution for broadband access. The top PC OEMs have plans to embed EV-DO data cards in PCs in 2006 as an option for consumers.
At the time we acquired this phone in the US (Q2 2005) it was available from Verizon (clearly from the outer shell of this phone), but appears to be no longer offered. Alltel are currently still offering this phone, subsidized for $240, or $70 after rebates. It is possible that other regional service providers are still offering this phone. This product is likely on the wane as it has been out now for over one year.
This phone is a very mainstream phone with generic marketing that does not seem to have a focused end-market niche. The fact that this was one of Verizon's line-up of mid-range phones seems to support this, as do the marketing materials from Motorola.
An original Qualcomm press release hyping this phone and the V260 is dated June, 08 2004, and was to begin shipping at the end of 2004. We acquired this unit initially and performed only a preliminary analysis on it in Q2 2005. (This final analysis was performed with up to date information in Q1 2006).
We are using the estimate of 3M units for lifetime production. 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).
Market Shares / Sector Performance
We estimate that Motorola had an average market share in 2005 (based on global unit volumes for the first 3 quarters of 2005), of nearly 18%, up 3% in share from their 2004 average, per iSuppli estimates. One big chunk of share can be attributed to the enormously successful Motorola RAZR, with it's phenomenal production volumes.
Furthermore, in order to better estimate our market volumes for this particular unit, we consider several factors - such as the overall growth or decline of CDMA phones, and Motorola's expected volume within that segment (using our Design Forecast Tool). ISuppli estimates that in 2005 CDMA2000 1x RTT handsets shipped about 111 million units (all manufacturers worldwide) for the 800mHz, and 800/1900mHz band phones combined, and that this figure is expected to decline to 105 million units in 2006. Furthermore, we estimate Motorola's shipments for CDMA2000 1x RTT phones (same bands combined) to be approximately 16M units in 2005, decreasing to 15M units in 2006.
Function / Performance
Performance testing was not performed on the Motorola V265.
Main Cost Drivers Representing approximately 45% of total materials costs
Baseband Processor - Qualcomm - MSM6100
Primary Display Module Value Line Item - 1.5' Diagonal, 128 x 128 Pixels, 65K Color STN
Flash - 128Mb - Intel - NZ48F3000L0YBQ0
~Camera Module - VGA/CMOS Fixed Lens - Agilent - ADCM2700
Main PCB - Compeq - 8-Layer - FR4/RCF HDI, 2+4+2
Battery - Motorola - SNN5683A - Li-Ion - 3.6V, 780mAh
~$86 Materials and Manufacturing*
* - 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 shipping, logistics, marketing and other channel costs including not only 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 any literature, packaging, and accessories supplied with the core device itself.
Country of Origin / EMS provider
This phone was labeled as having been manufactured in China. This is not at all unusual for Motorola phones, in fact the bulk of phones we have analyzed from Motorola all seem to be manufactured in China. As a result we also typically assume that the PCBA and final assembly are performed in China, as are the local sourcing of plastics and other mechanical components. Given the still very low loaded costs of labor in China, this tends to produce relatively low manufacturing costs in our analyses, although this affects hand assembly far more than auto-insertion rates, as that is a more capital-intensive form of manufacturing which is more equipment cost driven.
Design for Manufacturing / Complexity
Overall - coming in at a component count of 614, the Motorola V265 is well inline with other Motorola clamshell design norms, and when compared with other competing flip phones with similar features.
From a mechanical perspective, at a component count of 98 this phone is light on discrete mechanical components as compared with other Motorola flip phones (RAZR - 126 mechanicals, V300/v525 - 126/129 mechanicals, etc.), as well as other flip phones. The mechanical count is typically a good relative gage of complexity and directly correlates to the cost of hand assembly and has a direct bearing on our calculation of manufacturing cost.
The Motorola V265 electronic design is basically an off-the-shelf chipset total solution from Qualcomm, based on the MSM6100 chipset, which is considered as part of the 'multimedia' family of chipset solutions from Qualcomm. Here is a summary of the major components used in the Motorola V265 design:
- Qualcomm - MSM6100 - Baseband Processor - Mobile Station Modem, CDMA2000 1X Rev.A
- Qualcomm - PM6000 - Power Management IC
- PSRAM - Micron Technologies - MT45W4MW16BBB-706 WT - 64Mb, 4 M x 16, 1.8V
- Flash - Intel - RD48F3000L0YBQ0 - 128Mb, 1.8V
- Qualcomm - RFT6100 - RF Transmitter - Quad Mode (CDMA800/1900MHz, AMPS, gpsOne) ZIF
- Qualcomm - RFR6000 - RF Receiver - Quad Mode (CDMA800/1900MHz, AMPS, gpsOne), ZIF
- Qualcomm - RFL6000 - Amplifier - LNA, CDMA
- Philips Semiconductor - ISP1102W - USB 2.0 Transceiver
- Main Display - 2.2 Inch, 65K color CSTN, 128x128 pixels
- Secondary Display - 1 Inch Monochrome STN, 96x32 pixels
- VGA/CMOS (assumed) - Agilent - ADCM2700