Sagem myX-7 Mobile Phone Teardown

Main Features

- Triband GSM phone, w/ 2 65K color TFT 128x160 resolution screen, CCD/VGA camera (no flash), USB/IrDA connectivity.

Sagem myX-7 Mobile Phone Main Image

Marketing/Positioning - The Sagem myX-7 is a triband GSM VGA candybar camera phone which competes in the same lower end-market segment as the SonyEricsson K500i and Siemens CX65. The phone represents a relatively low-end / entry level camera phone but has at least one plus feature - a CCD camera.

It seems unlikely that Sagem's competitive scope in the handset marketplace goes much beyond the borders of France, however this phone has English and German manuals, and bears the T-Mobile brand - so clearly SAGEM have some market traction in Europe.

Sagem myX-7 Mobile Phone Cost Analysis

Sagem's Competitive Purchasing Power - Our cost analysis assumes that Sagem is performing at par with other tier 1 competitors in the handset marketplace with respect to purchasing savvy and leverage, however, in reality we have probably been quite generous in this assumption. Given Sagem's market share and overall volumes - if anything, this analysis may understate their actual purchasing costs - however, we understand that Sagem shops parts aggressively - resulting in the above assumption. Aggressive tactics, however, generally result in poor vendor relationships.

Main Cost Drivers representing 64% of total materials costs

Main display

CCD/VGA Camera Module

DBB/ABB Chips

Memory

Image Processor (EPSON)

* (CCD/VGA approximately 5 more than CMOS)

Manufacturing Notes

The box of the phone is labeled Made in EU - so when in doubt, we always assume lowest cost region available - so in this case we have assumed somewhere in Eastern Europe for PCB stuffing, plastics / metals manufacturing and final phone assembly. The charger was labeled as manufactured in China.

Sagem myX-7 Mobile Phone (iSi) - PCB Top

In addition to this Sagem phone, we have seen a Sagem myV-75 and a Chinese brand phone using a Sagem internal design. All 3 phones bear great internal similarity.

• DBB - TI - Same used in myV-75 - TBB2110 DBB processor
• ABB - Off the shelf TI solution TWL3014C - seen in many phones and all 3 Sagem designs analyzed
• Memory - AMD MCP - 64Mbit Flash + 32Mbit PSRAM
• Display - TFT, 65K, 128x160 resolution.
• Camera - VGA/CCD Module - We haven't seen a lot of CCD cameras but occasionally the continue to pop-up, despite the cost-premium.
• Display - This is a relatively large TFT screen (2" diagonal). This phone also features the Epson graphics processor chip.
• Mechanical - Overall not a particularly inspiring aesthetic - designed to look like the competition - no standout features here. In terms of complexity - this phone is average with respect to other candybar phones.