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1. Diffusion Film This sample is designed to hefp understand the composition of the report and the type of description Reflection Film LED BAR Touch SENSOR Front Cover Glass Touch IC A Displaybank Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank PU Memory PAM AUDIO AMP E MMC Wireless rit 35 SAMPLE This sample is designed to help understand the composition of the report and the type of description Amazon Tablet PC Kindle Fire Structure and Cost Analysis End of Report Bs Displaybank Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank Table of Contents e Overview S AM PLE e Reverse Engineering e Technical Issue This sample is designed to help understand the composition of the report and the type of description e Cost Estimation amp MeemSessr e Appendix Mechanical Circuit Display Major Parts A Displaybank Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank 37 Mechanical Package sof tr a4 Pe ai 44444444 aaa 4 444 OG 7 PUA kindlefire A Displaybank Copyright Displaybank Do not copy o
2. e Itisa 7 product 190mm x 120mm x 11 4mm e Bezel thickness of top and left right sides are all equally 14 7mm and that of the bottom is 20 6mm e On the front there is a lighting sensor on the top of left side 120mm gt 11 4mm 190mm A Displaybank Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank 16 Covers Back Cover Disassembly e Separates into front cover module and back cover to lift the gap below the USB port in the bottom e A SUS panel is attached for the heat radiation of battery on the back cover high capacity battery accounts for the majority Speaker ie T f ii i ben Back Cover Speaker Cable eepeceenes SUS Panel ESV EURSRSRUNT SE Bi OSRSRTFSETGSBY ES Battery LINAJ WOS Bl Pe ui ONAA a JP i ai OF Pewee fer bui ee ee Ae 5n jO ul 4q pepeewwoos adh ju meainbe 10 pwes ay 4 emmay Pecesdes AIGLO HAEG p Sapia jo Jabu Hane Y LOdOD ON PRON HB ZOOZ VISE Nid ILN UMRZ LAVU t BRB R ALC Leas O24 Lewes Swi Now e bh PRES Gap pad Main Board Insulation Sheet Front Cover A Displaybank Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank a7 Touch Screen Panel e TPK s projected capacitive type GG type Single side ITO is applied to a touch screen panel e The shape of pattern is a grid structure is uniformly distributed in the whole area Shape of Touch Pattern A Displaybank Copyright
3. Driver IC N aT 2 ITO Target Glass osu POPPrrerrerrereeeeceee ect erre reer er rer rer errr errr rere errr errr reer rere rier errr rrr rere r errr rrr ree rrr rrr r errr rere reer re rrr reer rire errr terre reer errr rrr rrr rrr rer rr rrr rrr terre rrr rr errr rr rrr rrr rrr rrr rer rer re rrr rer rr rrr rr errr rr iri rrr rrr rrr reer rrr irri rrr rrr r trite rrr rr rrr rir Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank Conditions amp Description Description of Cost Table Touch Front Cover Glass Glass Insulator g ITO O Touch Controller er Others Sub Total Processing Cost Total Manufacturing Cost SG amp A 3 Total Cost BLU Price Profit Profit Ratio o BS Displaybank Front Cover Glass is tempered glass Glass Film substrate for ITO layer supporting Insulator ITO for touch Sensor Touch Controller located in Touch Module or Main board Others SAMPLE This sample is designed to help understand the composition of the report and the type of description Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank Conditions amp Description Description of Profit Estimation Table Tablet SET Category Description Display Parts LCD Module prices Circuit Parts Sub total of Circuit Mechanical Parts Mechanical cost depends
4. Representative CEO Peter Kwon Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank 58 About Displaybank Research Coverage Covering Entire Sectors of Display Industry Panel MODULE e x Shipment Trend amp Forecast o SET LCD Panel Price Trend amp Forecast e TV e PDP Module Supply Demand Trend amp Forecast e Tablet e OLED Panel e Reader Cost Comparison Analysis e Notebook e Tablet PC Supply Chain Analysis e Public Information Display Line Status Analysis by Maker COMPONENT MATERIAL e el oor telAnancig and lnvestnent Tra e NEW TECHNOLOGY e LED Development Strategy by Maker e Flexible Display e Polarizer e 3D Display A BLU Roadmap Analysis by Maker e Paper Display e Wet Chemical Organic Materials e Metal Layer e Graphene CNT Patent Analysis e Driver IC ee ee e Glass Reverse Engineering Analysis e Color Filter Product Structure amp Cost Analysis e Optical Films A Displaybank Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank 59
5. 5 21 5 LED Monitor GL930 GL2230 Structure and Cost Analysis LG Electronics 23 LED Monitor E2350V PN Structure and Cost Analysis Inquiry Jae Shin jjae Displaybank com 1 408 432 5046 Amy Lee amy displaybank com 82 31 704 7188 Ext 101 A Displaybank Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank 5 About Displaybank Global Operations e Global leader in Display industry research and consulting services e With over 10 years of industry wide research experience Displaybank provides market intelligence as well as technical research to industry leaders e Besides end user market especially strong in the Component Material research that is basis of the overall Display industry e Headquartered in Korea the region known as the leader in Display industry Displaybank operates regional offices in Japan China Taiwan and the US w f A AA CHINA Beijing TAIWAN Taipei JAPAN Tokyo Shenzhen E mail taiwan Displaybank com Tel 81 3 5521 5088 E mail china Displaybank com Fax 81 3 5521 5089 E mail japan Displaybank com KOREA Bundang gt Headquarters ahs Bs Displaybank USA San Jose Tel 1 408 432 5046 Fax 1 408 432 5080 E mail usa Displaybank co m amp 8F 801 Korea Design Center 344 1 Yatap dong Bundang gu Seongnam si Gyeonggi do Korea 432 954 Tel 82 31 704 7188 Fax 82 31 704 7187 E mail Displaybank Displaybank com
6. Displaybank Do not copy or distribute Contents remain the property of Displaybank 18 Display Module Specification e LCD applied to Kindle Fire is HYDIS HVO70WS1 101 panel The specification of the panel is as below Panel Type LCD Color TFT AFFS Rucemnliaw Tneh EEEE TS STORIES E x 600 WSVGA AC ul ange Vertical Stripe LCD 7 47 8mm Aspect Ratio 16 9 Colors 16 7 million 8 i s sample is desi genes iderstanc mhe compositio aE Me report Contrast ratio SGO 1 Typ brigntness AUUCA Ti LC mode AFFS Bottom edge side LED type Het 20 LED Package 5 x 4 Array Depth mm 2 47mm LVDS 1 Channel A Displaybank Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank 19 Display Module LCD Module Block Diagram LCD Module Block diagram Power DC DC Gamma Vcom Tri LUv Panel COG Type 1024 x 600 Gate Driver iver T LVDS Timing control Source Driver 2ea COG Type 30pin connector Main Board A Displaybank Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank 20 Display Module Prism Film of BLU e Applies 2 sheets of prism films protects the pattern of 2 prism film and prevents Moire by the Matt processing on the front of 1 Prism Film A grid pattern that each prism direction intersects by 45 degrees Prism1 Film Prism2 Film f d j f f
7. LIG ADP Co Ltd Wooree LED Co Ltd Dynamic e Poland branch Solar Design Co Ltd RPO Inc LB Gemini No 16 e Germany branch New Growth Fund Can Yang Investments Limited YAS Co Ltd Eralite Optoelectoronics Jiangsu co Ltd Web Site e www l gDisplay com A Displaybank Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank 56 Reverse Engineering Reports Tablet PC amp Smart phone BARNES amp NOBLE 7 Tablet PC NOOK Color Structure and Cost Analysis eApple iPad 2 Structure and Cost Analysis eApple iPad 1 Structure and Cost Analysis eMotorola 10 1 Tablet PC XOOM Structure and Cost Analysis Samsung 7 Tablet PC Galaxy Tab Structure and Cost Analysis eApple iPhone 4 Structure and Cost Analysis Samsung 10 1 Tablet PC Galaxy Tab Structure and Cost Analysis eApple iPhone 4S Structure and Cost Analysis Amazon Kindle Fire Structure and Cost Analysis TV eSamsung 3D Smart LED TV UN46D7000LF Structure and Cost Analysis eLG Electronics FPR 3D LED TV 47LW5700 Structure and Cost Analysis eToshiba Non Glasses 3D LED TV 20GL1 Structure and Cost Analysis eLGE 15LE9500 vs SONY XEL 1 Structure and Cost Analysis Comparison 3D TV Structure and Cost Analysis Comparison of 3 Major TV Makers eLG Electronics 3D TV 47LX6500 Structure and Cost Analysis Sony 3D TV 46 KDL 46NX710 Structure and Cost Analysis Samsung 3D LED TV UN46C7000WF Structure and Cost Analysis Monitor BenQ 18
8. 110 SGX540 One Core 45nm Cortex A8 1 0GHz 2009 2010 2011 2012 G Dual La ee ore One 1 5GHz 2GHZ 2 5GHZ Clock 1GH 1 3GHz 40nm 28nm Process 65nm 45nm A Displaybank Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank 29 Contents Service Amazon Service e Provides diverse services based on a massive amount of contents of the world s largest internet bookstore shopping mall Amazon e Small storage space about 6GB of hardware can be supplemented by the offer of cloud services This service is considered to be a good marketing tool for the sales of contents amazon Amazon e Contents available to use Kindle Fire Internet Ma Internet Bbok Store More than 1 million bodks are available Diverse games applications such as Netflix Hulu Plus Pandora ESPN ScoreCenter ComiX logy are available More than 1 000 childritn s books are available More than 18 000 000 Bound sources are available j j j Pide ers p r year This sample is designed to help understand the compositi Gf j spore ne vies V programs upgraded on a monthly and the type of description basis are available unlimit dly by real time streaming A csa available free of charge 2 times free shopping mall shipping oo lt gt TANA a m a ZO n e Amazon Cloud Service Amazon EC2 ga o is Provides the cloud service that can use a separate Web hard as web services the capacity of actually av
9. 1GB Feature size 45um 45um 40um PowerVR SGX540 PowerVR SGX543mp2 ULP Geforce A Displaybank Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank 25 Table of Contents Bs Displaybank Overview Reverse Engineering Technical Issue SAMPLE TSP Trend This sa mple iS designed t to help understand the composition of the report TSP Basic Structure arfi Classification by Driving Meth od d the type of description TSP Lamination Struct ire Comparison TPK Supply Chain CPU Trend ARM Core TEXAS INSTRUMENTS CPU Family TI CPU Family Major CPU Manufactures Trend LGD LCD Panel Product Roadmap LGD LCD Panel PRM Contents Service Amazon Service Cost Estimation amp Major Supplier Appendix Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank 26 TSP Trend Basic TSP Structure and Classification by Driving Method e TSP is composed of panel part and driving part controller IC panel part is composed of the touch sensor that ITO Indium Tin Oxide is deposited e Electrode analog signal transmits to controller IC when touched by human s hand or an object driver drives the display by receiving the digital signal coming from the controller IC Touch Panel Structure Capacitive Type Classification by Driving Method SAMP a y snip Chip O ewit S Digi s sample ned to help understand the cwompositior of the T
10. 35 7 17 2015 154 6 14 Source Displaybank forecast in 4Q2011 Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank Product Background Kindle Series Spec Comparison e Amazon Kindle introduced 5 types of products until today the functions of those products are limited to use only the services that Amazon provides e Kindle Fire evolves from the product line up focusing on e book terminals that employing E Ink to a table PC that is favorable to the consumption of contents of the company s own e Employs a TFT LCD display that can utilize video App and etc from the contents focused on text and music Classification Item Kindle Fire Minde Touch Kindle Dx Kindle Wi Fi 3G a aan Qlanisi iNistealisam elmnal AC GNN T ee 3G description a a WR os id 23 parom i PEEPS nux 2 6 kernel Linux 2 6 kernel OO O IR Type Mutti Touch 0 45 11 4mm D 0 4 10 1mm D 0 38 9 6mm D 0 34 8 6mm D External Internal O y AB o AaB Headphone Port 3 5mm Ear jack 3 5mm Ear jack A Jack 3 5mm Ear jack Connection Port Micro USB USB 2 0 High Speed Micro USB USB 2 0 High Speed Micro USB USB 2 0 High Speed Micro USB USB 2 0 High Speed Battery Life 2 Months 1 Month Kindle AZW TXT PDF unprotected MOBI P RC natively Audible Audible Enhanced AA A Kindle AZW TXT PDF unprotected MOBI PRC natively HTML DOC DOCX JPEG GIF PNG BMP through conv
11. A aa gs eS pe Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank Bs Displaybank 46 Display Touch Screen Panel amp LCD Module rstand the composition of the report pof description A Displaybank Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank 47 Display Touch Screen Driving part M maan i T i ra M s i _ a a S ss aa we ar I ne f dosha Ai Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank Bs Displaybank 48 Display LCD Module Cell PEC ES CEES ESEEESEEES J Ue aeemeoneeg py ities _ at i pica F i I sh a0 a C ee E s A Displaybank Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank Display BLU LED Bar amp Package BS Displaybank Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank 50 Display BLU Light Guide Plate Pattern A Displaybank Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank Display BLU Light Guide Plate A Displaybank Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank Display BLU Prism Film 2 Back En Displa
12. In Depth Report Reverse Engineering Analysis Amazon Kindle Fire D01400 Dec 2011 A Displaybank http www Displayban Copyright Displaybank Co Ltd All rights reserved No material contained in this report may be reproduced in whole or in part without the express written permission of Displaybank Co Ltd This report is intended for the sole and exclusive use of the original purchaser and may not be distributed or transferred in any form to any other person or entity Displaybank Co Ltd provides the information in this report for informational purposes only and does not grant any express or implied warranty guarantee or representation concerning the information contained in this report its merchantability or its fitness for a particular purpose or function Any reference to any specific commercial product process or service by trade name trademark manufacturer or otherwise does not necessarily constitute or imply its endorsement recommendation or favoring by Displaybank Co Ltd Neither Displaybank nor any of its affiliates shall be liable to you or any third party in damages of whatever kind that may result from any reliance on or use of any information contained in this report By receiving this report you acknowledge that any reliance on information contained in this report shall be at your sole risk and that no representations have been made to you that are inconsistent with the foregoing Displayban
13. ailable storage space of hardware is no more than 6GM The service that enables to store the music purchased at Amazon by using a cloud player in a cloud drive to listen to the music by streaming and to read the e books purchased by using a cloud reader anywhere Amazon Cloud Service Kindle Fire 199 A Displaybank Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank 30 Table of Contents Bs Displaybank Overview SAMPLE Reverse Engineering Technical Issue This sample is designed to help understand the composition of the report and the type of description Cost Estimation amp Net Material Cost Estimation Profit Estimation Major Supplier Appendix Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank 31 Net Material Cost Estimation Total Material Cost Category US Array Process Cell Process Module Process Touch Screen Panel OTHERS Sub Total Back Bracket Packing Sub Total Application Processor Aejdsig TIWOINVHOAW This sample is designed to help understand the co Memory and the type of description a Bluetooth WLAN 5 User Interface C PM Battery Electro Mechanical a me eine v Total Cost of Kindle Fire is 000 0 il v Taking a look at part by part display parts TSP Sub Total aes included circuit parts mechanical parts and Ty sae accessory amp othe
14. al Supply Chain Map 5 Appendix 5 1 Color Image 5 1 1 Mechanical Part 5 1 2 Circuit Part 5 1 3 Display Part 5 1 4 Major Parts 5 2 Major Supplier Do not copy or distribute Contents remain the property of Displaybank Table of Contents e Overview S AM PLE Product Backgrc e Product Category Spec Comparison Kindle Series Spec Colnarion e is designed to help understand the composition of the report Product Concept and the type of description Executive Summary Technology Review Cost amp Supply Chain e Reverse Engineering e Technical Issue e Cost Estimation amp Major Supplier e Appendix A Displaybank Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank 8 Product Background Product Category Table PC becomes a new application due to the advent of Apple s iPad Tablet PC market is expected to increase from 56 4M units in 2011 to 154 6M units in 2015 Usage Document Creation Contents Watching BS Displaybank Smart phone air gt H 10 Personal Mobile Application Product Category UMPC Ultra Mobile PC PMP Portable Media Player MID Mobile Internet Device PND Portable Navigation Device 12 Size 13 18 and the type of gescription 40 20 0 2010 2011 E 2012 E 2013 E 2014 E 2015 E 2010 16 9 2011 56 4 233 2012 93 4 66 2013 115 7 24 2014 1
15. alyzed to Circuit Parts make a manufacturer margin of about Mechanical Parts Etc Accessory Parts e As a result of profit estimation based on z Net etenel Coe released time Kindle Fire is based on A Etc CKD Pack Tax Freight Loss H C Linka ge pr ofit loss al Total Material Cost S Manufacturing O H a Total Manufacturing Cost onsidered to target the TEE S AM PLES through the sales of contents such as FOB i book music magazing and etc at its own Freight Insurance Handling amp La stores and through thie products purchase CIF CNF inducement that Amazon sells rather than the 2 Distribution O H This sample is designed to help understand the CORBA Ses ptit through Kindle Fire i Sunio and the type of description E Distribution Margin S EX HUB Marketing O H Marketing Margin Net Dealer Price A Sales Deduction g Average Dealer Price Dealer Margin Average Retail Price Consolidated Brand Profit Brand Total A Displaybank Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank 34 Major Supplier Total Supply Chain Map e LCD module suppliers are and touch screen panels are supplied from e Applies Texas Instruments products to CPU and also uses Texas Instruments products to PMIC and Audio e OEM production is carried out by Quanta and supplied to Amazon Total Part Supplier LED CELE
16. cs available today as w ll as programmability to add support for future codecs Provides support for fhigh definition stereoscopic 3D encode decode OMAP4430 720p OMAP4460 1080p OpenGL ES 2 0 to eliver in True HD video multi standard 1080p 30 fps playback and record Symmetric Multiprocessing SMP Processing P VR IVA 3 Hai Jware SEH pana al ls graphics e Image Signal Process r ISP for high quality image and video pp Power and accelerator management capture delivering digital SLR like performance with no compromise Internet browsing 20 megapixel still ima e capture e Imagination Technologies POWERVR Audio SGX igs Cpre for stunning 3D user interfaces and de tandethe the fom ositi f orth PERO I Display Non volatile Vol tile Imaging Vielen adhe p igh intensity 3D moble gaming Peripherals Signal type OPUeSKMpton e Audio back end i i memory men ory g udio back end ABE fprocessor provides a virtual low power Security controller controller conti aller Processor ase N __s audio chip for significant power savings Main system nterconnect Securing content DRM secure TWL6030 e Flexible system support TWL604p Composite TV output Larger color rich MMC SD DSC quality imaging Composite and HDMI v1 3 output to drive HD Displays displays embedded LPDDR2 MLC SLC SLIMbuss up to 20 megapixel HDMI v1 3 WUXGA D
17. d A Displaybank Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank Ti Executive Summary Technology Review e Applies HYDIS s LCD panel uses either LG Display panel or BOE LCD Panel e Touch Screen Panel applies a TPK s capacitive type e A tablet PC product that applied LCD display based on TI s AP and e book platform Display Circuit e Applies HYDIS s Edge LED panel eptatform POP type 330 e LED Bar applies a Horizontal 1Baf and the power is S AM p Le supplied from LCD Drive Board s like LVDS Transmittef PMIC AUDIO AMP applies TI s products e TSP is supplied from TPK e Touch Controller IC applies ILIT ORAL alia BY MECE egy Je IN s products K s products This sample is designed to help understand the composition of the report and the type of description e Applies a plastic Mold flame in order to cut a price e Supplies only Power Adapter down and to reduce weight e Employs Android 2 3 OS s customizing Version e Uses EMI gasket and tape for the approval of safety standards and attaches a SUS panel for the heat radiation to back cover Mechanical Etc A Displaybank Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank 12 Executive Summary Cost amp Supply Chain e Touch control board is attached to a touch screen panel however is added to display amp touch part in terms of cost e Batter
18. e electrode use Target Electrode use target needed in array process excluding various MRO wet chemical gas photo mask photo sensitive organic chemical material and ITO Wet Chemical Etchant Stripper Developer Thinner Cleaner Gas NF3 SF6 SiH4 etc Photo sensitive organic chemical material Photoresist PAC Array Process Yield 3 Cost of Single Color Filter includes front glass substrate In house based 4 Cost of Liquid Crystal Input in Single Panel 5 Cost of Two Sheets of Front and Back Polarizer Substrates which Pass Trough Specific Lights Cost of other materials including a material for fixed liquid crystal molecule orientation sealant to adhere front and back substrate and Ag which totalizes front and back substrates Cell Process Yield 6 Cost of backlight unit which fhcludes protection sheet prism sheet diffusion sheet light plate guide reflectiv t p p cover T Cost of IC which operates piels to Display letters or images on LCD screen S AM D LE Cost of Gate PCB Data PCBMprinting circuit substrate ACF and Chassis used in modules Module Process Yield Direct and indirect labor osh This Sample is designed to help understand the composition of the report Depreciation and the type of description R amp D and OverHead expense Total Manufacturing Cost Depreciation Cost Sale management cost estimated to be 5 of the selling price 4 Liguid Crystal Polarizer 3 Color Filter Market Typical Price oo E ne a a AE SE O a
19. epot f i E and the type of Canas aaktace FPCB Capacitive T sence Digital Projected Amplifier amp A D Glass IR Optical Plastic e CTP Capacitive Touch Panel RTP Resistive Touch Panel TFT LCD ep g SAW Surface Acoustic Wave Panel APR Acoustic Pulse Recognition IR Infra Red WIR Waveguide Infrared Rays EMR EMR Electronic Magnetic Resonance A Displaybank Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank CPU Trend ARM Core e ARM based CPUs are applied to mobile products ARM is the company to design the core architecture e ARM based CPU has strengths of fast speed and low power consumption that meet the level required to mobile devices Accounts for about 95 market share in the mobile CPU market through the strengths such as increase in battery life decrease in die size alleviation of heat radiation and etc in the specifications that are required to mobile devices e Intel is developing Medifield and Moorestown to respond to ARM s Coretex ARM is expected to enhance the targeting of Intel s market with the CPU equivalent to note PC level by releasing a 2 5GHz Core named Cortex A15 in 2012 Microsoft s Windows will also support ARM ARM Platform Product Line up x86 32 28nm MHz Support Features by Major ARM CPU e ARM9 ARM 5 2 500 2 000 Android2 2 e book cartoon music 1 500 documentation m
20. er Max 2 32W Logic 0 96W BLU 1 36W Max 2 31W Logic 0 95W BLU 1 36W Weight LCD 95g LCD 95g A Displaybank Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank 22 Main Board e Input output ports audio amp and bus transceiver are located on the back of mainboard e TI AIC3110 internally equipped with audio codec is applied to audio amp TI s bus transceiver is applied e A tact switch for power button is installed Micro B type USB and earphone 3 5mm port are installed TI TLV320AIC3110 Power Button Switch USB Port Micro B Type Earphone Jack 3 5mm Audio AMP 1 3W Stereo Class D myi Ear hone E Es ip D Doct th eisi A Ee K je e et Ete me iele n sae Transceiver TI SN74AVCH4T245 4Bit Dual Supply Bus Transceiver A Displaybank Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank 23 Main Board Major IC CPU e OMAP4430 is internally equipped with GPU Image Processor Display Controller TI s OMAP platform is optimizedly designed to have a good compatibility with its own ICs IC PAM Audio AMP WLAN e Display maximum support resolution can support up to WUXGA 1920x1200 e Dual core ARM Cortex A9 MP Core SMP general purpose processors for higher performance and efficiency e IVA 3 Hardware accelerator Delivers true 1080p multi standard HD record and playback with the industry s broadest support for multimedia code
21. ersion Supported File AX DOC DOCX JPEG GIF PNG BMP non DRM AAC MP3 MIDI OGG WAV MP4 VP8 Moving Picture Yes NO A Displaybank Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank 10 Product Background Product Concept e Amazon s Kindle Fire is a table PC optimized to the consumption of contents of the company s own e The performance for its price is excellent LCD display is adopted instead of E ink display adopted to a conventional e book reader LCD display is adopted to use diverse applications such as magazine video game and etc in black and white screen focusing on conventional E book e This product is sold at lower prices than the production cost and induces to utilize the company s diverse paid contents Main Concept sentira Ere bt j verteatu ti_D based color display r ice far the consumption of contents of world s largest SAMPLE bookstore Amazon extensive contents such as books magazines and newspapers are equipped e The lowest price of the tablet products curr ntly being sold 199 Jigned to AMAZABLeLA Storage is supported fegeof Fharge and the type of description Major Technology e LCD Display HYDIS Panel AFFS method is employed Kindle Fire e Touch Screen Panel TPK s capacitive type is applied e Main Processor Texas Instruments OMAP4430 is applied e Battery High capacity Battery 4 400mAh is applie
22. ery Disassembly 2 2 5 Speaker amp Main Board Disassembly 2 2 6 Board Bracket Disassembly 2 2 7 Front Cover Disassembly 2 3 Touch Screen Panel 2 3 1 Front Cover Separation 2 3 2 Touch Screen Pattern Structure 2 3 3 Touch Board 2 4 Display Module 2 4 1 LCD Specification 2 4 2 LCD Module Structure 2 4 3 LCD Cell Structure Comparison by LCD Driving Mode 2 4 4 LCD Module Block Diagram 2 4 5 Characteristic of BLU 2 4 6 Prism Film of BLU 2 4 7 Light Guide Plate 2 4 8 LED Bar 2 4 9 Spec Comparison 2 5 Main Board 2 5 1 Top of PCB 2 5 2 Bottom of PCB 2 5 3 Major IC 2 5 4 Major IC CPU 2 5 5 POP Package On Package 2 5 6 Major IC RF Module BS Displaybank Copyright Displaybank 2 5 7 Block Diagram 2 5 8 CPU Comparison 2 6 Sub Board 2 6 1 Sub Board 2 Battery 2 7 1 Battery 2 8 Component 2 8 1 Component 3 Technical Issue 3 1 TSP Trend 3 1 1 TSP Basic Structure and Classification by Driving Method 3 1 2 TSP Lamination Structure Comparison 3 2 CPU Trend rm CPU Line Up SAMPLE 3 2 4 Major CPU Manufactures Trend 3 3 LCD Panel Product Roadmap 3 2 1 LGD LCD Panel PRM 3 4 Contents Service This sample is designed to help undestandhthencampesition of the report and the type of description pti 4 1 Net Material Cost Estimation 4 1 1 Total Material Cost 4 2 Profit Estimation 4 2 1 Display amp Touch Screen Panel 4 2 2 Set Profit Estimation 4 3 Major Supplier 4 3 1 Tot
23. f HAHAH 4 H J H IT f f f f fi fi f IH HH HAHAHAHAH HLT LLL HHH HHH HAHHA HN f Hi f HHH HHI H fis f Hi IH T HHIH Hi f I f i FIFIF 7 i 7 fiz df fii FIE Fi 7 IHH Fi IH H fii i iis f Mi Fii iif A n A U o IF sii 7 HHHH 7 7 H jij i f HH H HH f f fis HHH PEAT ETAL ED Le f FII HHHH Mi fi f FIF F Mi HHH f ii j l j i FiFi H i J Front Prism film lt Cross Array gt Prism 1 Diffusion Film En Displaybank Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank 21 Display Module Spec Comparison In terms of the LCD panels applied to Kindle Fire provides the specifications equivalent to the ones applied to other table PCs and uses either HYDIS or LGD panel Amazon Kindle Fire NOOK TABLET Maker HVO70WS1 101 LDO70W2 SL 02 HYDIS LG Display Size 7 diagonal with Multi touch 7 diagonal with Multi touch Aspect Ratio 16 9 9 SAM P LE Color TFT IPSfa Si TFT Panel Type AFFS LCD Color FT AFFS a Si TFT A Color 16 7M 16 7M BLU Edge type LED D OE es understand the Ee ee 1 ar 20 LED Package Resolution 1024 x 600 WS Contrast 800 1 800 1 Brightness 400cd m2 Typ 400cd m2 Typ Pixel Pitch mm 0 15mm X 0 15mm 0 15mm X 0 15mm Outline dimension 163 60 H X 102 90 V X 2 47 D Active 153 6 x 90 0 162 8 H X 102 9 V X 2 47 D Active 153 6 x 90 0 Pow
24. isplay support rotation engine NAND NOR Flash with noise filtering output to drive _ multi pipelines eSD eMMC etc pny cama tulden external displays Peripheral interfaces MIPI serial camera and serial Display multioutput stabiliztion from the handset interfaces MIPI SLIMbusSM MMC SD USB 2 0 On The Go High Speed UART SPI and more Block Diagram lt OMAP e Support for leading mobile OSes Microsoft Windows Mobile 4430 gt Symbian and Linux Android Limo e 45 nm mobile process technology for improved performance and power efficiency e Optimized power and audio management companion chips TWL6030 and TWL6040 A Displaybank Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank 24 Main Board CPU Comparison Amazon Kindle Fire Apple iPAD2 Samsung Galaxy Tab 10 1 TEXAS INSTRUMNENTS NVIDIA OMAP TM 2225123 111043 X4430FCBS APL0498 339S0137 N3V716 S4M T20 HP A3 se eee eee eee a EF gt hee eee e st OMAP4430 Tegra 2 250 APPLE This sample is designed to help understand the composition of the report and Boe BoneARMdestexptfon Texas Instruments NVIDIA Dual Core ARM Cortex Dual Core ARM Cortex A9 Package Type POP POP SOC Frequency 1 GHz per core 1GHz dual core 1 GHz L2 Cache 1MB 1MB 1MB E I o Tol 32KB 32KB per core 32KB 32KB per core 32KB 32KB per core econ Up to 1GB 512MB Up to
25. k Co Ltd 8F 801 Korea Design Center 344 1 Yatap dong Bundang gu Seongnam si Gyeonggi do Korea 463 954 Phone 82 31 704 7188 Fax 82 31 704 7187 URL www Displaybank com Bs Displaybank Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank Conditions amp Description Description of Cost Table SET Major Components Array Processing Cost Material Cost Yield etc Cell Processing Cost Material Cost Yield etc 5 Module Processing Cost Material Cost Yield etc Touch Screen Touch Board ar Cushion Screw Films etc nis sampleis designedtehelp understandthe composition of the report D Flash and the type of description F MEMS Sensors T Power Source PMIC Speaker Antenna External Cables A Displaybank Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank Conditions amp Description Description of Cost Table Display Glass Target Array Chemical Others Array Yield Color Filter d Liquid Crystal Polarizer Hulissoj0 1 Others Cell Yield BLU Driver IC PCB Others Module Yield Labor Costs Depreciation Cost uoeiado O H R amp D Total Manufacturing Cost SG amp A 5 Total Cost Module Price Profit BS Displaybank 1 Cost of Single Back Glass Substrate by Size 2 Pixel Electrode use Target of Array Process Target Al Mo Mo Ti Cu etc S D Gat
26. laybank Do not copy or distribute Contents remain the property of Displaybank E S a 43 2 Be FH Hse 42 3th 48 LI JION Po mer Battery Pack BBB 3 Ia E 440CMAh 1 28Wh WTE P N E3 3U1 1 002 8 Mode No s n1 Z CAUT ON Danger of exp osio ttery is incesrectly eplaced Replace only with the sam quivalent e rec mmended by the manufacturer Dis of used haan according to the manufacture ins ons Never atiempt to disassemble or reassemble Do ye of in fe r di ectly short circuit TEAR SHE RS AMER ADRE i BA ak BF FE He TRRMASS RKB i ion n20 NOT US iR SERVICEABLE ell made in China Pack processed in China UU THMA Wy 22200 041137 B8QHM mm f KC1SAE111111107 3UKC1SA0000 Mechanical Layout 44 Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank A Displaybank Circuit Mainboard Front CAD POESPLNGSIN LOX Bs Displaybank 8 _ B gi ile b z s i a i a m ay PEECELEE ERED Fe HHT Cg Fire ASARRE BERB 2466 sole 135791 T g K r 0 jut 6 dl AA JA FAA 7 h Py i e Siti i co ON ns ee AA o Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank 45 Circuit Mainboard RF Module TIREE mesigned to help uhde rA PELaeocwiik be a nil x ve aan Taw POA
27. on designe simplicity 1 piece cover can save cost more than 2 or 3 piece cover Accessory Parts Net Material Cost Net Material Cost means total sum of net material cost Etc CKD Pack Tax Freight Loss H C Total Material Cost Manufacturing O H Labor Overhead Warranty etc Total Manufacturing cae Total Manufacturing Cost ighi fter manufacturing completed Manufacturer Margin Manufacturer Margin come from Distribution corporation to Manufacturing corporation Freight Insurance Handling amp Land Distribution O H This samake desigmedchearhe Dabandaxyatand the composition of the report Duty Procedure Distribution Margin Distribution margin come from Marketing corporation to Distribution corporation Marketing O H Marketing Margin Net Dealer Price Sales Deduction Sales Deduction includes discount for pre purchasing on product En Displaybank Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank 6 Table of Contents 1 Overview 1 1 Product Background 1 1 1 Product Category 1 1 2 Spec Comparison 1 1 3 Kindle Series Spec Comparison 1 1 4 Product Concept 1 2 Executive Summary 1 2 1 Technology Review 1 2 2 Cost Supply Chain 2 Reverse Engineering 2 1 Package Box 2 1 1 Box Design 2 1 2 Box Opening Process 2 2 Covers 2 2 1 Front Cover Functions and Specification of Each 2 2 2 Back Side Cover 2 2 3 Back Cover Disassembly 2 2 4 Batt
28. oving picture not encoded 40nmG 4onmG 65nmG eae 3D 1 000 Cortex A8 ARMv7 500 1 000MHz pee a 65nmLP e book cartoon music documentation moving 500 TLES onmp picture not encoded 3D e Cortex A9 ARMv7 1 000 2 000MHz e book cartoon music documentation moving picture not encoded 3D 0 2 0 4 0 6 0 8 1 mW MHz A J ispiayoan Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank CPU Trend CPU Overview_PRM ARM Platform CPU Line up e 1 2GHz dual core products were released from 1H 11 OMAP 4430 included e 2 0Ghz TI OMAP 5 platform is expected to be released in 1H 12 even Quad Core products are predicted to be introduce in 2012 GHz Quad core 2 0 Tri core TEXAS INSTRUMENTS MARVELL QUALCOMM OMAP5430 1 5 Armada628 Dual core 28nm Tri Core 40nm QSD8x72 2 0GHz QUALCOMM Cortex A9 1 5GHz Dual core 45nm 1 5GHz QUALCOMM re XP QSD8960 Dual core 28nm OMAP4440 1 5GHz Dual Core 45nm Dual core 45nm 1 3GHz 1 0GHz 500 Dual core 45nm 1 3 NVIDIA a ae ii Tegra eh Be ali 400 This sample is designed to help vinderstand the composition of the rRAGE Bon nd th ortex A9 poy ation SS eee Ag 7 OMAP4430 Dual Core 45nm 1 0 QUALCOMM TEXAS INSTRUMENTS QSD8x55 S5PC100 SGX535 ARMv7 1 0GHz One core 45nm One Core 45nm QSD8x50 OMAP3640 ARMv7 Scorpion 1 3GHz Cortex A8 1 0GHz SAMSUNG One core 65nm One Core 45nm ARMv7 Scorpion 1 0GHz Cortex A8 1 0GHz S5PC
29. r distribute Contents remain the property of Displaybank 38 Mechanical Package Bs Displaybank Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank 39 Mechanical Front Back Bs Displaybank LE ON of the report scriptions Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank 40 Mechanical Front Illuminance sensor Uf A Displaybank Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank Mechanical Bottom Earphone USB Connector Power BTN SAMPLE f This samplelis designe to help understand the composition of the report and the type of description A Displaybank Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank 42 Mechanical Bs Displaybank Back Cover LUELLA EERE 3 7V Fag 400mAN 16 28Wh WTE P N E3GU111L2002 AU 3 Model No QP01 N CAUTION Danger of explosion if battery incorrectly replaced Replace only with the same or equiva int type recommended by the manufacturer Dispose of us d batteries according to the manufacture s instructions wer attempt to disassemble or reassemble Do not dispose fin fire or directly short circuit ge Fl he Li ion 20 NOT USER SERVICEABLE Cell made in China Pack processed in China JURE 1SA00 00 Copyright Disp
30. r parts account for 00 0 n O oa 00 0 0 0 and 0 0 respectively Sub Total Total Array cell and module of display part add up the material cost and process cost following the order of a production process A Displaybank Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank 32 Profit Estimation Display amp Touch Screen Panel Category Array Cell jeno ey Module Sub Total Labor Costs Depreciation Cost O H R amp D Sub Total Buisso001d Total Manufacturing Cost SG amp A 5 Total Cost Module Price Profit Profit Ratio BS Displaybank US Glass Target Chemical Others Array Sum Array Yield Yielded Array Total Color Filter Liquid Crystal Polarizer Others Cell Sum Cell Yield Yielded Cell Tote BLU Driver IC PCB Others Module Sum Module Yield Yielded Module Total and the type of descrip ion Category US Front Cover Glass Glass Insulator 5 ITO O Touch Controller A Others Sub Total Processing Cost Total Manufacturing Cost SAM E Profit Profit Ratio oduction process Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank o This sample is designed to help understafeP tife cory pessteiGrt aeee material cost and process cost following the 33 Profit Estimation SET Profit Estimation US n Display Parts e An OEM manufacture Quanta is an
31. y is added to a circuit part Component Component Maker Component Category Kindle Fire USD Component A Displaybank Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank 3 Table of Contents Bs Displaybank Overview S AM PLE Reverse Engineerjng Package Box Covers This sample is designed to help understand the composition of the report Touch Screen Panel and the type of description Display Module Main Board Sub Board Battery Component List Technical Issue Cost Estimation amp Major Supplier Appendix Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank 14 Package Box Box Opening Process e Uses a standing type box If tearing off the dotted line on the top of the box a tablet appears e Quick service manual is in the top of the box an adapter for charging is enclosed on the bottom of tablet na s BECEN Eag Ad i i 4 K a gt G a Le i s i 2 OAN a lt Js be ae d m W wF 5 To b Ny a i ai 7 SAMPLE AF V This sampleis designed to help understand the composition of the report and the type of description Box unpacking nee Quick Install Guide Kindle Fire A Displaybank Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank Covers
32. ybank Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank Display BLU Optical Films BS Displaybank Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank 54 Kindle Fire Overview Bs Displaybank Copyright Displaybank Do not copy or distribute Contents remain the property of Displaybank 55 Major Supplier LG Display Date of 2011 3Q Revenue mil 16 074 Establishmen 1985 02 28 A t 2011 3Q Profit mil Capital Stock mil 9 733 8 2010 Revenue mil 22 501 2 A aaa 2010 Profit e mil 3 290 4 Location of Seoul a A Headquarter Asia No of e Tokyo branch e 2010 Employees 46 705 e China Nanjing branch China Shanghai fbranch China Guangzhdu branch SAM p LE China Shenzhen branch Employees e TFT LCD China Xiamen bfanch e OLED China Puching branch Main Product Flexible Display e China Yantai branch oe This sample is designed to help understand th KOMETA ON is sample is designed to help understand the composition ot HERUR e Application Products ang the Ype BEd Stes e Houston branch e Service Center Europe Middle East e Suzhou Raken Technology Ltd Guangzhou New Vision Technology Research and Development e Finland branch Limited Global OLED Technology LLC Paju e European Corporate Electronic Glass Co Ltd TLi Inc New Optics Ltd e Turkey branch Affiliates

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