TomTom One 3rd Edition Portable Navigation Device Teardown

Main Features / Overview

Entry-level portable navigation system with features such as 3.5" touch-screen, 16M color 240x320 display, an internal rechargeable li-ion battery (920 mAh) and 1GB of internal embedded flash memory. In some ways - the TomTom One has remained the same, in that it represents the low-end of the product line, however, at least one of the features found in the original TomTom One we analyzed in 2006 was been plucked out of the 3^rd edition (specifically Bluetooth functionality).

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 units), Bluetooth, FM transmitter, and RDS-TMC receiver (for real-time traffic conditions).

The TomTom ONE is a basic portable all-in-one navigation system mainly designed for use in vehicles, but also is portable enough to be handheld though it's bulky enough to make us wonder how many people will want to use it as a handheld.

Target Market

Entry-level GPS users in

Released

"3^rd Edition" (V3) Announced August 30, 2007 per TomTom's press release.

Pricing and Availability

Suggested retail price $199.99 (pretty much the standard "official" retail price for competing equivalents as well), however was temporarily sold for around $149 USD and even less by some US brick and mortar vendors during the 2007/2008 holiday season. At the time of writing (3/08) this unit is offered for as low as ~$160 USD by multiple e-tailers.

Volume Estimations

For the purposes of this teardown analysis, we have assumed a lifetime production volume of 6.2 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.

Cost Notes

Main Cost Drivers

$21.10 - Samsung Electronics - LTV350QV-F07 - Display Module - 3.5" Diagonal, 16.7M Color TFT, 320 x 240 Pixels, w/ Touch Screen - Qty(1)

$5.07 - Samsung Semiconductor - S3C2412 - Mobile Processor - 16/32-bit ARM926EJ-S RISC Processor Core, w/ 8KB I-Cache/8KB D-Cache/MMU, 0.13um Process - Qty(1)

$4.60 - Samsung Semiconductor - KMAFN0000M-S998 - Flash - MoviNAND, 8Gb, 8G x 1Bit, 1.8/3.3V, 52MHz - Qty(1)

$3.05 - Battery - Li-Ion, 3.7V, 920mAh, w/ 3 Discrete Wires and 3-Position Connector - Qty(1)

$2.79 - Infineon - PMB2520 - A-GPS Baseband / RF Front-End - Single Chip, UMTS/GSM/CDMA Data Standard, 0.13um Process - Qty(1)

$1.81 - Samsung Semiconductor - K4M561633G-BN75 - SDRAM - 256Mb, 16Mx16Bits, 3.0V, 133MHz@CL3, Lead-Free - Qty(1)

$1.20 - Car Charger - 5.0V, 2.0A - Qty(1)

$1.10 - Enclosure, Main, Top - Injection Molded ABS-Polycarbonate, Silver Paint, w/ 6 Brass Threaded Inserts - Qty(1)

$1.00 - Enclosure, Main, Bottom - Injection Molded ABS-Polycarbonate - Qty(1)

$0.92 - Linear Technology - LTC3455EUF - Regulator - DC-DC Converter, Dual, w/ USB Power Manager and Li-Ion Battery Charger - Qty(1)

$0.80 - Wolfson Microelectronics - WM8711LGEFL - DAC - Stereo, 24-Bit Multi-Bit Sigma Delta, w/ Integrated Headphone Amplifier - Qty(1)

$0.76 - PCB - Chin-Poon Industrial Co. - 6-Layer - FR4 - Qty(1)

Total Direct Materials Only$53.96

Total w/ Manufacturing $55.39

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.

Manufacturing Notes

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 One 3^rd edition features a total component count (excluding box contents) of 403 components, of which 45 are mechanical in nature. This represents the lowest end of the complexity spectrum.

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.

Design Notes

As with most portable navigation devices, the TomTom One design features two principal "hemispheres" - the applications processor, and the GPS receiving / processing circuitry. What's really interesting here is that unlike the original TomTom One we analyzed which features a very conventional and frequently seen SiRF STARIII chip for GPS core functionality, oddly, the 3^rd edition is unexpectedly using the Hammerhead chip from Infineon (PMB2520) which is actually intended for A-GPS (assisted GPS) enabled applications. This is a first find in a dedicated GPS PND application that we have seen. The Hammerhead is a lower cost solution with less silicon content and a smaller package with nearly 1/3^rd the I/O count of the SiRF StarIII chip solution.

The applications processor (Samsung Semiconductor - S3C2412 - Mobile Processor) is a 16/32-bit ARM926EJ-S RISC Processor Core. Additionally, the TomTom One 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 8Mb (1MB) of this MoviNAND eliminating the more historically conventional bundled SD card.

Here is a summary of the major components used in the TomTom One 3^rd Edition design:

Main PCB

CPU

Mobile Processor - 16/32-bit ARM926EJ-S RISC Processor Core, w/ 8KB I-Cache/8KB D-Cache/MMU, 0.13um Process - Samsung Semiconductor - S3C2412

GPS

A-GPS Baseband / RF Front-End - Single Chip, UMTS/GSM/CDMA Data Standard, 0.13um Process - Infineon - PMB2520 (Hammerhead)

User Interface

DAC - Stereo, 24-Bit Multi-Bit Sigma Delta, w/ Integrated Headphone Amplifier - Wolfson Microelectronics - WM8711LGEFL

Memory

Flash - MoviNAND, 8Gb, 8G x 1Bit, 1.8/3.3V, 52MHz - Samsung Semiconductor - KMAFN0000M-S998

SDRAM - 256Mb, 16Mx16Bits, 3.0V, 133MHz@CL3, Lead-Free - Samsung Semiconductor - K4M561633G-BN75

Display Module

Samsung - LTV350QV-F07 - 3.5" Diagonal, 16M Color TFT, 320 x 240 Pixels, w/ Touch Screen