Low-end, entry-level dual-band GSM only (not GPRS enabled?) VGA candybar phone with minimal features, monochrome screen, and minimal memory content.
Very basic Alcatel phone. Alcatel, like it's Franco-centric cousin SAGEM, have little impact beyond the borders of the 'hexagone' that is France. However, since this phone is focused on 'emerging markets' (read third world, developing countries), such phones may have disproportionate market appeal - as it appears that that is where French companies seem to focus their product marketing efforts.
'Emerging markets' - i.e. third world or developing country markets. It is also possible that this would serve as a giveaway or pay as you go phone in other regions.
Per Alcatel's press release in March 2004, this phone was released in September 2004 (press release introducing this phone Mar 18, 2004.).
In case you were wondering if this phone was available in Bulgaria, the answer, per Alcatel's Bulgarian link, is a resounding 'yes'. Croatia? Nyet. Nor France, nor Czech republic. In fact, Alcatel really doesn't have a huge global market presence or penetration and this phone in particular is marketed at an even more specific subset of the countries Alcatel actually serves. This phone does not seem to be broadly available on the various international Alcatel sites.
We are using the estimate of 1.5M units for lifetime production. This volume may, in fact, be a bit generous, but seems realistic based on Alcatel's overall market share and presence.
Market Shares / Sector Performance
We estimate that Alcatel had an average market share in 2004 (based on global unit volumes), of less than 2%. Furthermore, in order to better estimate our market volumes for this particular unit, it is important to note that GPRS phones represent nearly two thirds of all unit sales for handsets in 2004-04 - non GPRS enabled (GSM only) phones represent a small (9% estimated in 2005) of total worldwide mobile handset shipments which are estimated at 780M units for 2005.
Function / Performance
Performance testing was not performed on the Alcatel One Touch 155.
Main Cost Drivers Representing approximately 59% of total materials costs
DBB - Philips Chip OM6357
Display - 1.7 Inch Monochrome
Battery (3.7V, 720mAh)
PCB - 8-Layer
RF Transceiver - Philips UAA3537
Charger - Astec
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 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, literature, packaging, and accessories supplied with the phone itself.
Country of Origin / EMS provider
This Alcatel OT155 is assumed to be produced in China, despite no clear evidence stating this on labels. We only know that one of the shielding labels said "Beijing - so we are assuming here that based on that trail of crumbs that domestic Chinese manufacturing applies to the entire supply chain, except for major electronic components. We are assuming Chinese domestic manufacturing for everything from PCBA manufacturing through to box stuffing.
Local labor rate assumptions are stated in the overview of this analysis. The famously low Chinese labor rates in effect currently keep the percentage of manufacturing cost (as a percent of total cost) relatively low.
Design for Manufacturing / Complexity
First of all - we suspect, but have no proof, that Alcatel, like SAGENM may not be exercising much of their own design vigor and are probably either in some sort of ODM joint-venture or are outright buying the design, at least from an electrical point of view, from another OEM or an ODM. In this case - given the similarity with Samsung phones, it is possible they might even be using a design from Samsung (Philips chipset solution).
The Alcatel OT155 is a very low-end candybar phone, and as such we would expect to find it with one of the lower component counts of all phones analyzed to date. In fact, at 324 discrete components, this is indeed the case - the Alcatel OT155 is only 'bested' by the Motorola C350 in terms of overall component count. Had the design been a little more inventive electronically, and the passive count reduced this could have been one of the lowest component counts ever seen. From a purely mechanical point of view the OT155 features 50 discrete components - not making any contest winner, but putting it in good company with low end Nokia phones such as the 1100. Nokia tends to be the benchmark for mechanical simplicity and design for manufacturing, and it seems this phone borrow from those concepts.
Here is a summary of the major components used in the Alcatel OT155 design:
- Baseband Processor - Philips Semiconductor - OM6357 - Used in Samsung SGH-X600, SGH-E100
- Power Management - Philips Semiconductor - PCF50603 - Used in Samsung SGH-D500
- Audio Power Amplifier - ST Microelectronics - TS4990 IJT
- Charge Switch - Philips Semiconductor - UBA2008
- MCP - ST microelectronics - M36D0R4010T0ZAI 16Mb NOR Flash, 2Mb PSRAM
- PAM - Skyworks - SKY77324-12 - Same Chip Used in MyC5-2, MyV-55 and Samsung SGH-E310
- RF Transceiver - Philips Semiconductor - UAA3537 - Similar Chip UAA3536 Used in Samsung SGH-X600, SGH-E820, SGH-E100
- Antenna Switch - Kyocera - LM-T615S3
- 1.7' Diagonal 101 x 80 Pixel B&W STN