Danger's Hiptop: 'Arm'ed and dangerous

Danger Inc.'s Hiptop device takes a shot at an emerging youth market for integrated wireless data and voice capabilities, using a unique system form factor. Based on the GSM/GPRS standard, the Hiptop acts as a cell phone, modified Web browser, e-mail client and personal information manager.

A key part of the profit equation for Danger rests on data and messaging services. Danger's initial wireless carrier partner, T-Mobile-which markets the device as the Sidekick-requires a $39.95 per month data-plus-voice contract. That's a high minimum by current standards, because a portion of the revenue stream returns to Danger.

The Hiptop's focus on a young-adult market is evident in its "soap bar" industrial design and high-resolution gray-scale LCD, which swivels to reveal a smallish Qwerty keypad. A multicolor illuminated thumb wheel for navigation and an edgy user interface are part of an overall package that screams "different." A multipurpose accessory jack provides an interface for the included external headset and low-resolution accessory camera plug-in.

The Danger Hiptop contains four printed-circuit boards that support a total of 557 parts-including 34 integrated circuits-with more than 2,500 connections. Benchmark Electronics is the initial manufacturer of the device. Flextronics has been named a second, perhaps future producer.

See related chart

A Samsung ASIC with an ARM7 core acts as the primary applications processor, which itself is supported by a 16-Mbyte Samsung SDRAM. Samsung also supplies the lithium-ion battery and high-resolution LCD, reinforcing the notion of a deeper design involvement by the South Korean manufacturer.

See related chart

The estimated cost of goods sold for the Hiptop is well below $150, suggesting a small net profit given a $200 post-rebate hardware price via T-Mobile. But it remains to be seen whether a device like the Sidekick-aimed at a youth market but service-priced for adults-hits its target.

DAVID CAREY IS PRESIDENT OF PORTELLIGENT (WWW.TEARDOWN.COM). THE AUSTIN, TEXAS-BASED COMPANY PRODUCES TEARDOWN REPORTS AND RELATED INDUSTRY RESEARCH ON WIRELESS, MOBILE AND PERSONAL ELECTRONICS.