Motorola W510 Mobile Phone Teardown

Main Features

The Motorola W510 is a Quad-Band GSM/GPRS/EDGE clam-shell phone. Main features include a 1.3MP camera, a 262K Color TFT Primary Display, a 65K CSTN Secondary Display, Bluetooth V1.2, video capture/playback/streaming and en expandable microSD card slot (128MB MicroSD Card included).

Motorola W510 Mobile Phone Main Image

The Motorola W510 is a stylish flip phone resembling the KRZR (which in turn resembles the once very popular RAZR). The W510 is part of the Motorola's MOTOMOBILE handsets which, as stated in Motorola's press release, "include features that have been adapted to the needs of emerging markets, along with high-end functionality that is becoming increasingly important to a new breed of consumers.

Target Market

Consumers in emerging markets who demands high-end functionality, per Motorola's press release.

Motorola W510 Mobile Phone - Main PCB Top

Announced Feb 2007, available Q1 2007 per Motorola's press release

Pricing and Availability

No Actual pricing found. Available online for approximately $299 USD

Motorola W510 Mobile Phone - Main PCB Bottom

Based on Motorola's market share, and our estimates of market volume shipments by manufacturers and market segments (see iSuppli Design Forecast Tool (DFT) data below), we are assuming a total production volume for this model of 3.8M units over a 2-year lifespan for the purpose of this analysis.

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.

ISuppli's Design Forecast Tool (DFT) and Market Shares

Per iSuppli research we estimate a total of 245M EDGE Quad-Band phones in 2007 global market. ISuppli lifetime production volume estimates are based on the assumption of 2-year life span and the company's current market position in this segment.

Motorola W510 Mobile Phone Cost Analysis

~Display Module (primary + secondary)

MCP - ST Microelectronics - M36LLR8870D0 - 512Mb NOR Flash + 128Mb PSRAM

Multimedia Coprocessor - ATI - Imageon 2282

MicroSD Memory Card 128MB w/ SD Adapter in Plastic Case

DBB - Freescale - SC29344VKP

VGA Camera Module - Manufacturer Unknown

ABB - Freescale - MC13890 - Analog Baseband / Power Management

Battery - Motorola - BT50 - Li-Ion, 3.7V, 850mAh

RF Xcvr - Freescale - MMM6000 - Quad-Band GSM/GPRS/EDGE

Main PCB - Multek Hong kong - 8-Layer - FR4/RCF HDI, 2+4+2, Gold Metalization, Lead-Free

PAM - Freescale - MMM6037 - Quad-Band GSM/GPRS/EDGE

Charger

Bluetooth - Texas Instruments - Single-Chip V1.2

Motorola W510 Mobile Phone - Enclosure Disassembly

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 / EMS provider

The phone is labeled ""Made in China". Furthermore, we have assumed that for this model that PCB was also populated in China, and that custom mechanicals (plastics and metals) were also sourced domestically 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 Bluetooth modules or camera 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.

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 Motorola W510 has the highest components count, 603 total and 129 mechanical respectively, in the group of competing phones. Being a clam shell phone, the mechanical count of 129 seems high while the Samsung SGH-X680v has only 104. Also note that the W510 features electroluminescent keypad which should considerably reduces components count. Taking that into account, the W510 seems to be a complicated device mechanically. However, considering the fact that it has the most features among others, the total count 603 is actually justified as the electronic design of such a phone is pretty standard.

The number of mechanical components usually is a direct driver of hand-assembly costs, whereas the electronic component count (and I/O count, density, etc.) are relative metrics for the more automated portion (namely SMT assembly) of manufacturing costs.

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.

Design Notes

Freescale is the prime player in the design of the W510 supplying almost all major chips including DBB, ABB, RF Transceiver and Power Amplifier. Except the MMM6037 PAM which we have never seen before, all of these Freescale ICs are reused from previous designs.

For image processing, it feature an ATI Imageon 2282 which is new to us. However, looking at our teardown history, ATI appears to be the sole supplier of image processor in Motorola's designs.

Here is a summary of the major components used in the Motorola W510 design:

Baseband

DBB - Freescale - SC29344VKP - Digital Baseband Processor

Baseband - Battery / Power Management

ABB - Freescale - MC13890 - Analog Baseband / Power Management

Memory

MCP - ST Microelectronics - M36LLR8870D0 - 512Mb NOR Flash + 128Mb PSRAM

RF/PA

RF Transceiver - Freescale - MMM6000 - ZIF, Quad-Band, GSM/GPRS/EDGE 850/900/1800/1900, w/ integrated LNAs & VCOs

PAM - Freescale - MMM6037 - Quad-Band, GSM/GPRS/EDGE 850/900/1800/1900, w/ Integrated Antenna Switch

User Interface

Multimedia Coprocessor - ATI - Imageon 2282 - 3 MegaPixel Digital Camera, DV Camcorder, Digital Audio Player applications

Bluetooth - Texas Instruments - BRF6150 - Single Chip Bluetooth Solution, V1.2

Camera Module

Camera Module - Manufacturer Unknown

Image Sensor - Micron Technology - MT9M112 - 1.3MP, CMOS, 1/4' Format - 2.8um x 2.8um Pixel Size, 3.60mm x 2.90mm Active Image Area, 6.6mm x 6.5mm Sensor Size

Display Module

Primary: 1.9' Diagonal, 256K Color, TFT, 176x220 Pixels

Secondary: 1.05' Diagonal, 65K Color, CSTN, 80x96 Pixels"

Motorola W510 Mobile Phone - Box Contents