Main Features / Overview
The Humax DirecTV D11 Satellite TV Receiver is a basic set-top box with single tuner and no frills. For a standard set-top box, it fulfils the basic needs subscriber needs for satellite TV reception and provides one S-Video output and 2-set of RCA A/V Outputs. An access card and a receiver ID are required to activate the box as an added security feature.
DirecTV Subscribers only - this is a private labeled DirecTV box available only to DirecTV subscribers. This box specifically probably represents the high-volume basic, entry-level box for subscribers with a minimal package, or may also serve as secondary tuner boxes for multi-room configurations.
A preliminary press release from Conexant dated December 5, 2005 announced Humax's choice to use Conexant's chipset for this particular set-top box. DirecTV currently show the D11 as an available box at the time of writing (5/4/06). We presume this box is replacing the previously analyzed D10.
Pricing / Availability
As a subsidized product from DirecTV, it is difficult to establish a meaningful "price" for this box as a stand-alone, which is virtually impossible to separate from the rest of the service and hardware bundle, however units are available on the street for about $90 to $95 US currently (Q2 06).
Based on the subscriber base for DirecTV and the low-cost, high-volume nature of this box, we had previously been informed that the D10 box, which this should supplant was being shipped in over 1M pc quantities per month during it's run. The 10 million unit total lifetime production run volume we are assuming may therefore even be conservative.
As a reminder, volume production assumptions are not meant to be necessarily "market accurate", and our meant primarily to be 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).
Note also the following section for information on the market context and sales volumes that this product is competing in.
Function / Performance
Functional testing was not performed on the Humax DirecTV D11.
Costs are largely feature driven, but also driven by general manufacturing complexity, design for manufacturing (or DFM), component counts and of course the country where they are assembled. In this case, the Humax DirecTV D11 has all of the key attributes of simplicity, extremely high production volumes, and Chinese domestic manufacturer with it's own well-established local supply chain allowing it to leverage the low costs of China not just for final assembly but for components as well.
IMPORTANT NOTE: In most other set-top box analyses we have NOT included the cost of box contents. We have chosen to make this analysis thorough, and includes box contents. These box contents add about $7 to the bottom line that were not included in othere analyses. In the case of using data from other analyses as a comparative - one should note this difference.
Main Cost Drivers (Box only - these drivers represent approximately 40% of total materials costs)
$6.60 - Conexant - CX24155-25F - Set-Top Box System Single Chip Solution
$3.90 - Samsung - K4S281632F-TC75 = SDRAM - 128Mb, 8Mx16, 3.3V, 166MHz
$3.48 - Insung - PU409I - Power Supply - 23.75W
$2.02 - VIA Technologies - VT6212L - USB 2.0 Host Controller - 4-Port
$1.88 - Goodwell Circuit - Main PCB - 2-Layer - FR4
$1.85 - Intel - RC28F320J3C-110 - Flash - 32Mb, Embedded NOR
$1.25 - Conexant - CX20493-21 - DAA Line Side Device (embedded modem solution with SmartMDP)
$1.25 - Conexant - CX24109-11 - Tuner - ZIF, Satellite TV RF to Baseband
~$20 Subtotal Main Cost Drivers
~$50 Total Materials Costs
~$54 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 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 itself.
Country of Origin / EMS Provider
This device was manufactured in China, per it's label, by Humax. Humax's supply chain consists undoubtedly of Chinese domestic manufacturers where useable, especially for components such as custom injection moldings, metal fabrication, but also more commoditized components such as passive components. As such we are assuming that all production is taking place in China, and local labor rates apply where applicable in our analysis.
As a low-end set-top Box, the Humax DirectTV D11, is a relatively simple box with few sub-assemblies and modular assemblies facilitating a relative simple final stage assembly consisting of few enclosure components, the main PCB, front panel PCB and power supply.
At 696 total components, this set-top box is well withinline of other entry-level boxes with similar functionality. In fact, when compared with it's predecessor, the D10, the D11, has about 36 fewer components. It has a similar component count to the least expensive set-top box we have seen to date, the Coship CDVB2300A, from Shenzhen's Coship STB manufacturer.
The DirecTV D11 is designed based on a core Conexant CX24155 single chip DBS set-top box system solution along with a Conexant Tuner IC. Oddly, although this design was just announced in the press end 2005, the datasheet for this Conexant chip dates back to 2003 - not exactly a cutting-edge chip.
Chip or Component Summary by Functional Area or Assembly
Audio / Video Processing
- Conexant - CX24155-25F - Set-Top Box System Single Chip Solution
- Conexant - CX24109-11 - Tuner - ZIF, Satellite TV RF to Baseband
- VIA Technologies - VT6212L - USB 2.0 Host Controller - 4-Port, 0.22um
- ST Microelectronics - AV1AWA - Receiver ID IC
- Conexant - CX20493-21 - DAA Line Side Device (embedded modem solution with SmartMDP)
- Philips - TDA8024T - Smart Card Interface
- Intel - RC28F320J3C-110 - Flash - 32Mb, Embedded NOR, 3V, 0.18um, 110ns
- Samsung - K4S281632F-TC75 - SDRAM - 128Mb, 8Mx16, 3.3V, 166MHz
- Insung - PU409I - 23.75W Power Supply Module
- ST Microelectronics - LNBH21PD - LNB Supply & Control IC w/ Step-Up Converter