Tri-band GSM/EDGE phone with 65K color screen, VGA/CMOS camera module, wired connectivity.
Here's yet another youth-oriented phone from Nokia judging not only from the aesthtics of the device - but the marketing materials from Nokia. This model (a relatively mid to low range candybar cam phone) lends itself naturally to a lower cost consumer market. Nokia's realtively large market share allows them a broader portfolio and therefore a chance to experiment with more varied aesthetics such as this phone. The competing models being analyzed here are much more 'generic' in their physical presentation and seem more aimed at being mainstream products.
The 3220 (although the model analyzed did not come with these included) features optional 'shell cover enhancements' for the phone, one of which uses an RFID tag to allows users to perform payment transactions for enabled devices. The other cover enhancement features 'writing in the air - wave messaging' - a unique, but novelty feature.
Main Cost Drivers Representing approximately 65% of total materials costs:
Display - 1.5 TFT 65K Color / 128x128
Memory Module - 128Mbit NOR / 16Mbit SRAM
Camera Module (VGA/CMOS)
RF Transceiver & PA
Subtotal of Main Drivers
Material Costs Subtotal
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 EMS provider and Nokia'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 (the phone and packaging, in this case) itself.
Both the Nokia box and label on the phone state only 'Made by Nokia', and no country of origin. So we had a look at the FCC product registration website and found that within their submitted documents were sample of the device, one said Made in Germany, and another Made in Korea. We assumed from these clues that the initial production run was produced in Germany (relatively high cost), then transferred for production to Korea. We also assumed that the PCBs were assembled there, but that plastics and metals were produced at lowest regional cost in China.
As always, Nokia designs are simple and modular and seem straighforward from a manufacturing point of view. The choice of components is very often common to many other Nokia devices.
- DBB - (TI ASIC)
- Although all Nokia DBB ASICs we have seen have been TI, it is impossible to know how similar this device is to other DBBs seen in other Nokia models. This device, however is in a 10x10 173pin BGA package whereas other EDGE capable DBBs were not the same - we still feel that this is some derivitive of the TI OMAP processor.
- ABB - (STM ASIC)
- Again - ST Micro ASICs in the role of ABB device is common to all Nokias seen to date. This particular device is physically, both in terms of package and die size, is most similar to the ASIC used in the Nokia 6230.
- Memory - Samsung MCP - 128Mbit Muxed NOR + 16Mbit Muxed SRAM. 7250 is most similar but with only 8Mb SRAM.
- From our teardown experience, Samsung seems to be a principal memory supplier to Nokia.
- 1.5 Inch, 128x128 65K Color TFT - The dimensions and specs of this display seem to be a very popular 'standard' for Nokia. Likely very high volume.
- As a result of this assumption, as well as recent pricing erosion - we have modified pricing to reflect these factors.
- VGA/CMOS Module - ST Microelectrronics - VS6552
- No flash on this device
- Again - Nokia uses a very common snap-in camera module which snaps directly onto the board without the need for flex circuitry or board to board connectors.