Callaway UPRO MX Golf GPS Teardown

Overview / Main Features

The Callaway UPRO MX is the latest update to the famed sporting goods brand's golf gps device. The UPRO MX features a full-color transflective 2.2 inch multi-touch capacitive touchscreen as well as an optical finger trackpad inputs. An improved user interface coupled with the multi-touch capabilities allows users to navigate through high resolution aerial map views of selected golf courses as well as a host of other features.

At the heart of the UPRO MX is a Broadcom BCM4760 GPS Baseband Processor. This 500MHz ARM based processor handles all the necessary command and controls of the golf-specific GPS device. Truly Displays provides both the display and capacitive touchscreen overlay.

Callaway UPRO MX Golf GPS Main Image

Golfing Enthusiasts

Released

May 2011

Callaway UPRO MX Golf GPS - Main PCB Top

Pricing - The Callaway UPRO MX unit retails for approximately $200

Availability - US

Volume Estimations

For the purposes of this teardown analysis, we have applied a lifetime production volume of approximately 100K 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.

Callaway UPRO MX Golf GPS - Main PCB Bottom

Main Cost Drivers ~80% of Total Materials Cost

Broadcom - BCM4760IFBG - GPS Baseband / Receiver / Processor - SoC, 500MHz ARM1136JF-S Core, OpenGL ES 1.1/OpenVG 1.0 Compliant Graphics Processor, 32 KB/32 KB (D/I) L1 Cache & 64KB SRAM, 65nm

Truly Displays - TFT2P0587 - Display Module Value Line Item - 2.2' Diagonal, 262K Color Transflective, 240 x 320 Pixels, w/ LED Backlight

Truly Displays - CT5030FPC-A1-E - Display Window / Touchscreen Assembly - 2.2' Diagonal, Capacitive, Film Overlay, Painted, Printed, w/ Integral Flex PCB, Contains Solomon Systech SSD2531QN5 Touchscreen Controller

MicroSD Memory Card - 2GB

Battery - Li-ion, 3.7V, 900mAh, 3.333Whr

8-Layer - FR4, Lead Free

Broadcom - BCM59002IML5G - Power Management IC - w/ Two Integrated Programmable 300-mA Step-Down Switching Regulators

Hynix - H5MS5122DFR-J3M - SDRAM - Mobile DDR, 512Mb, 16Mx32, 1.8V

FM-0500500U - AC Adaptor - 5V, 500mA, AC to USB Type A

Optical Trackpad Module Value Line Item - Contains 1 Optical Sensor & 1 Infrared Emitter, w/ Plastic Housing

Nordic Semiconductor - nRF24L01 - RF Transceiver - Single Chip, 2.4GHz, Complete OSI Link Layer, 125 RF Channel, 8Mbps SPI, w/ Integrated Frequency Synthesizer & Demodulator / Modulator & Enhanced ShockBurst Protocol Engine

NDK - NT2520SA-26M-NSA3410A - TCXO - 26.0MHz

Direct Materials + Manufacturing $65.78

Callaway UPRO MX Golf GPS Cost Analysis

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

Country of Origin / Volume Assumptions

Based on device markings, we've based our analysis with the final assembly in China. Furthermore, we have assumed that custom mechanicals (plastics, metals, etc.) were also sourced in 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 power supply), 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.

Callaway UPRO MX Golf GPS - Disassembly View 1

Design for Manufacturing / Device Complexity

The Callaway UPRO MX has an overall component count of 343 (excluding box contents), of which 299 components reside on the Main PCB.

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 China.

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.

Callaway UPRO MX Golf GPS - Box Contents