Coolpad 7290 Mobile Handset Teardown

Summary Points

4.5' HSPA+ Entry-level smartphone for world markets
1 GHz Mediatek MT6577 Core
HSPA+
Secondary VGA camera in addition to 5MP primary camera
Analysis assumes Coolpad are able to achieve 'best in market' high volume pricing from Mediatek
Coolpad is the brand name of Yulong Telecommunications, China

Coolpad 7290 Mobile Handset Main Image

Entry-Level Smartphone

Based on specifications and pricing.

Released

October 2012 per press

Coolpad 7290 Mobile Handset - Main PCB Top

$136+ Based on review from TECHideki.com

ASPs always vary from country to country based on local currencies.

Entry-level smartphone

China and other international markets.

Volume Estimations

4,000,000 Annual Production Volume
1.5 Product Lifetime (Years)

For the purposes of this teardown analysis, we have assumed an Annual Production Volume of 4000000 units and a Product Lifetime Volume of 1.5 year(s).

Teardown volume and 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.

Coolpad 7290 Mobile Handset - Main PCB Bottom

Total BOM: $86.60
Top Cost Drivers below: $65.22
% of Total BOM 75%

Main Cost Drivers below

Tianma - TM045YCA01 Display Module - 4.5' Diagonal, 16.7M Color TFT (IPS Mode), 854 x 480 Pixels, 116.5um x 116.5um Pixel Size, 99.50mm x 55.93mm Viewable Area- (Qty: 1)
O-Film - Display Window / Touchscreen Assembly - 4.5' Diagonal, Capacitive, Glass-Glass Type, w/ Tempered Cover Glass, & FocalTech FT5316DME Touchscreen Controller- (Qty: 1)
Samsung Semiconductor - KMNJS000ZM-B205 MCP - 4GB eMMC NAND + 512MB Mobile DDR2- (Qty: 1)
Mediatek - MT6577A Apps / Baseband Processor - GSM/EDGE/WCDMA/HSPA, Dual-Core ARM Cortex-A9 1GHz, PowerVR SGX531 GPU- (Qty: 1)
Primary Camera Module - 5MP, BSI CMOS, 1/4' Format, Auto Focus Lens- (Qty: 1)
Coolpad CPLD-101 Battery - Li-Polymer, 3.7V, 1800mAh- (Qty: 1)
Mediatek MT6628Q Bluetooth / FM / GPS / WLAN - WLAN IEEE802.11b/g/n, Bluetooth 3.0+HS / 4.0LE, GPS/QZSS/SBAS, RDS/RBDS FM Receiver- (Qty: 1)
Mediatek MT6329A Power Management IC- (Qty: 1)
Zhuhai Founder Technology 8-Layer - FR4/RCF HDI, 2+4+2, Lead-Free- (Qty: 1)
Mediatek MT6162N RF Transceiver - Qual-Band GSM/EDGE, WCDMA/HSPA- (Qty: 1)

Coolpad 7290 Mobile Handset Cost Analysis

Not Included in 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.

We do provide an Excel tab 'Overall Costs' where a user can enter their known pre and post production costs to build a per unit cost reflective of theirs actual expenditures.

Coolpad 7290 Mobile Handset - Disassembly View 1

For the purposes of this analysis, we are assuming the following country(ies) of origin for each level of assembly, based on a combination of 'Made In' markings, and/or assumptions based on our knowledge of such equipment.

Box Contents - China
Camera Assembly - China
Display / Touchscreen - China
Main PCB - China
Misc PCB Assemblies - China
Other - Enclosures / Final Assembly - China

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 combo 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.

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 Complexity

Component counts by assembly and the number of assembly are indicators of design complexity and efficiency.

Component Qty: 531 - Main PCB
Component Qty: 14 - Display / Touchscreen
Component Qty: 16 - Box Contents
Component Qty: 47 - Camera Assembly
Component Qty: 57 - Other - Enclosures / Final Assembly
Component Qty: 45 - Misc PCB Assemblies
Component Qty: 710 - Grand Total

The average smartphone has about 1000 components making this device relatively simple to produce.