Battle of the Touchscreen Phones

Battle of the Touchscreen Phones

Introduction

Although the concept of integrating a touchscreen with a cellular phone appeared in 2000 with the launch of the Ericsson R380 and was later popularized by Palm’s Treo and HTC’s Windows Mobile- powered devices, Apple brought the concept from business user to mainstream consumer with the launch of the iPhone in 2007. By prioritizing the size of the display, quality of the touchscreen, on-board memory, processing speed, and user-interface, Apple designed a touchscreen phone that has now shipped over 17Mu in less than 2 years and put renewed interest in the touchscreen form factor. Encouraged by Apple’s success, most of the major cell phone manufacturers soon announced or launched their own large, touchscreen cellular phone with features similar to the iPhone and improvements to their own user interfaces. A recent survey of top-selling lists on internet cellular phone retailers confirms the importance touchscreen phones have become in the cellular phone industry.

Report Description

With the emergence of more advanced cellular phones with touchscreen interfaces, it has become more important than ever for phone OEMs and component suppliers to provide the best, lowest cost touchscreen phone that meets the needs of their customers. This report will provide an in-depth hardware and cost comparison across eight popular touchscreen phones including the: Apple iPhone, Apple iPhone 3G, HTC Touch Cruise, HTC Touch Diamond, LG Viewty, LG Dare, Samsung SGH-F700V, and Samsung Instinct. Key findings for major assemblies and components found within the eight phones, supply chain impact, and forecast configurations for a 2010 Mid Segment and Ultra-high Segment touchscreen phone are provided. The report will answer the following critical questions:

How similar are the eight touchscreen phones in features, cost, architecture, design metrics, and components suppliers?
What features, based on capability and estimated BOM cost, are the various touchscreen cellular phone manufacturers prioritizing?
How do the design metrics of the eight touchscreen phones compare to other cell phone design metrics?
What are the features and design metrics of a late 2010 Mid Segment and Ultra High Segment touchscreen phone?

Content

Table of Contents

Tables

Figures

Executive Summary

TechInsights Product Profile Database/Database Extracts

Key Findings

TechInsights IC BOM Segmentation Model

Specifications and Features

Apple iPhone
Apple iPhone 3G
HTC Touch Cruise
HTC Touch Diamond
LG Viewty
LG Dare
Samsung SGH-F700V
Samsung Instinct

Bill-of-Materials

Apple
HTC
LG
Samsung

Displays

Cameras

Batteries

Non-Volatile Memory

Non-Memory ICs

Other Components

Touchscreens

Major Sub-Assembly and IC Supply Chain Comparison

Forecast: 2010 Mid Segment and Ultra-high Segment Touchscreen Phone

Conclusion

Touchscreen Phones in 2010: Driving Questions

Tables

1: IC BOM Segmentation Ranges 2006-2008

2: 2007–2008 Cellular Phone Archetypes by IC BOM Segment

3: Apple iPhone and Ultra-high Segment Archetype Comparison

4: Apple iPhone 3G, iPhone, and Ultra-high Segment Archetype Comparison

5: HTC Touch Cruise and Ultra-high Segment Archetype Comparison

6: HTC Touch Diamond, Touch Cruise, and Ultra-high Segment Archetype Comparison

7: LG Viewty and Ultra-high Segment Archetype Comparison

8: LG Dare, LG Viewty, and Ultra-high Segment Archetype Comparison

9: Samsung SGH-F700V and Ultra-high Segment Archetype Comparison

10: Samsung Instinct, Samsung SGH-F700V, and High Segment Archetype Comparison

11: 2010 Forecasted Touchscreen Phone Specifications and Features

12: 2010 Forecasted Touchscreen Phone BOM Estimates

13: 2009 Touchscreen Phone Announcements

Figures

1: 2007–2008 Average Hardware Bill-of-Material by IC BOM Segment

2: 2007-2008 Average Hardware Bill-of-Material by Touchscreen Phone and IC BOM Segment

3: Primary Display Diagonal by Touchscreen Phone and IC BOM Segment

4: Primary Display Resolution by Touchscreen Phone and IC BOM Segment

5: Primary Display Pixel Density by Touchscreen Phone and IC BOM Segment

6: Primary Camera Resolution by Touchscreen Phone and IC BOM Segment

7: Battery Capacity vs. Cell Energy Density by Touchscreen Phone and IC BOM Segment

8: Non-Volatile Memory Capacity by Touchscreen Phone and IC BOM Segment

9: Apple iPhone Non-Volatile Memory Stacked Multichip Packages

10: Non-Volatile Memory Die Quantity vs. Total Die Area by Touchscreen Phone and IC BOM Segment

11: Non-Volatile Memory Density by Touchscreen Phone and IC BOM Segment

12: Non-Memory Die Quantity vs. Total Die Area by Touchscreen Phone and IC BOM Segment

13: Other Components BOM vs. Percent of Overall BOM by Touchscreen Phone and IC BOM Segment

14: Apple iPhone Component Arrangement

15: Apple iPhone Capacitive Touchscreen

16: Apple iPhone Capacitive Touchscreen Controller—Broadcom BCM5973A

17: Apple iPhone Capacitive Touchscreen Controller—NXP Semiconductor LPC2221

18: Apple iPhone 3G Component Arrangement

19: Apple iPhone 3G Capacitive Touchscreen

20: Apple iPhone 3G Touchscreen Controller—Broadcom BCM5974

21: HTC Touch Cruise Component Arrangement

22: HTC Touch Cruise Touchscreen Controller—AKM Semiconductor AK4183

23: HTC Touch Diamond Component Arrangement

24: LG Viewty Component Arrangement

25: LG Dare Component Arrangement

26: LG Dare Touchscreen

27: LG Viewty Touchscreen Controller—TI TSC2007

28: LG Dare Touchscreen Controller—TI TSC2007

29: Samsung SGH-F700V Capacitive Touchscreen

30: Samsung SGH-F700V Component Arrangement

31: Samsung SGH-F700V Touchscreen Controller—Quantum Research Group QT703

32: Samsung Instinct Touchscreen

33: Samsung Instinct Touchscreen Controller—TI TSC2007

34 Samsung Instinct Component Arrangement

Value

View us as a wide-angle lens on the personal electronics landscape. We don't replace your expertise and insight, but rather amplify your capabilities and knowledge. Quantitative and qualitative information resources let you answer business-critical questions:

What enabling electronics technologies are being developed and how will they affect end-products?
How are my competitors designing with new technologies?
How does my company compare in competitive benchmarking?
What technology opportunities are implied from trends in product implementation?
How will the product features that users want affect our design and technology decisions?

Price