Overview / Main Features
The Sanyo Gorilla Mini model NV-SB510DT is a 5.2 inch touchscreen display PND with an integrated 1-Seg TV tuner built for the domestic Japanese market. The PND features a Renesas processcor and SiRF GPS chipset and comes with 4GB of internal flash storage. Additional content such as music and video can be loaded via the SD card slot. The NV-SD510DT has a slim design and can be used in and out of vehicles. Maps render in both 2D and 3D perspective and navigation in either vehicular or pedestrian modes. The replaceable and rechargeable battery allows for extended use beyond a power supply. Additionally, the latest Sanyo software gives feature enhancements such as "eco-drive monitoring of drive acceleration and deceleration patterns as well as location-specific theft and vandalism information.
For additional research on Sanyo Electric's navigational devices business and product portfolio, please refer to ""Portable & LBS Profile" date September 2008 from TRG (iSuppli).
Domestic Japanese PND market
Per press releases, first release in Japan on Nov. 2008.
Pricing - As low as $550 (at time of writing, Jan. 2009)
Availability - Japan
For the purposes of this teardown analysis, we have assumed a lifetime production volume of 200K units.
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.
Main Cost Drivers Representing 70% of direct materials costs
LT052CA01000 - Toshiba Matsushita Display Technology Co., Ltd - Display Module - 5.2' Diagonal, Color TFT LCD, 480x234 pixels, w/ 4-Wire Resistive Touch Screen
R8A77231A01BGV - Renesas - MCU - SH-Mobile R2, SH-4A (with MMU) CPU Core, 400MHz, 256Kb Secondary Memory Cache
THGVS2G5D2DBAI4 - Toshiba Semiconductor - Flash - eSD NAND, 4GB, MLC
GSC3f/LP - SiRF - GPS - SiRFstarIII, Single Chip, 50MHz ARM7TDMI CPU, 1Mb SRAM, 4Mb Flash, 20-Channel GPS, 3V, 10 GPIO Ports
CMK Corp. - 8-Layer - FR4/RCF HDI, 3+2+3, Stacked Via, Lead-Free
ISDB-T Tuner Module - 1-Segment
NVP-D7 - Sanyo - Battery - Li-Ion, 3.6V, 1670mAh, 6.1Wh
Enclosure, Main, Top - Injection Molded ABS Polycarbonate, Silkscreened, Painted, Chromed
Windshield Mounting Assembly
MT46V32M16BN-5B - Micron Technology - SDRAM - DDR400B, 512Mb(32Mx16), 2.6V, 200MHz, [email protected]=3, Pb Free (Qty:2)
Materials and Manufacturing $166.13
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.
Country of Origin / Volume Assumptions
Based on markings, the unit was assembled in Japan. Furthermore, we have assumed that custom mechanicals (plastics, metals, etc. were also sourced in Japan.
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 touchscreen), 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 / Device Complexity
The Sanyo Gorilla NV-SB510DT has a total component count of 1166 (excluding box contents), of which, 112 are mechanical in nature. This is exceptionally high for a PND - but is due to the added functionality of a seperate MCU, TV tuner, etc.
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. The cost of manufacturing is also, to some extent, decreased in this case because of assumed labor rate applied for Japan.
Note that manual labor has a much smaller effect on auto-insertion assembly lines (for the Main PCB, for example), where manufacturing costs are much more capital equipment intensive and driven by these investment costs.
The Sanyo Gorilla offers the kind of features that one finds only in Japanese products, and is generally speaking different from standard GPS devices. The Gorilla is based on a very traditional SiRF GPS core IC, but because of all the extra functionality, with detailed maps, and a 1-seg TV tuner, and a greater expectation of more fluid graphics and animation, the Sanyo also features a Renesas MCU which relieves the SiRF chip from being over-extended as the only beast of processing burden in the Gorilla. The separate applications processor or MCU is often found in high-end feature phones, such as the Apple iPhone. This separate processor greatly improves the speed and functionality of such device designs.
Furthermore, to distinguish the Sanyo from other PNDs, the display used in this Gorilla is also unusual, with a 5.2" diagonal, and a 480 x 234 resolution.
Here is a summary of the major components used in the Sanyo Gorilla NV-SB510DT design:
- Renesas - R8A77231A01BGV - SH-Mobile R2, SH-4A (with MMU) CPU Core, 400MHz, 256Kb Secondary Memory Cache
- SDRAM - Micron Technology - MT46V32M16BN-5B
- NAND Flash - Toshiba Semiconductor - THGVS2G5D2DBAI4 - eSD NAND, 4GB, MLC
- Power Management IC - Linear Technology - LTC3576EUFE-1 - Li-Ion Battery Charger
- Audio Power Amplifier - National Semiconductor - LM49100GR
- TV Receiver - ISDB-T Tuner Module - 1-Seg
- ISDB-T Tuner - 1 & 3-Segment - Maxim - MAX2163AS
- ISDB-T Demodulator - NEC - uPD61533FH
GPS Receiver PCB
- GPS - SiRF - GSC3f/LP
- Toshiba Matsushita Display Technology Co., Ltd - LT052CA01000 - 5.2' Diagonal, Color TFT LCD, 480x234 pixels, w/ 4-Wire Resistive Touch Screen