Ba401making Smal Big

1,065 views

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,065
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
11
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Ba401making Smal Big

  1. 1. Making SMaL Big: SMaL Camera Technologies<br />Nermin Ibrahim <br />Kevin Hamilton<br />RulaShraydeh<br />Holly MacLeod<br />
  2. 2. Overview of Presentation<br /><ul><li>Overview of Smal Camera
  3. 3. Making SMaL Big: Camera Technologies
  4. 4. Competitors
  5. 5. PHASES IN MARKET LIFE CYCLE AND INNOVATION BASIS OF </li></ul>COMPETITION<br /> TIME OF ADOPTION OF INNOVATION (Roberts) <br />TECHNOLOGY ADOPTION LIFE CYCLE<br /><ul><li>SELECTED INNOVATION MODEL
  6. 6. DISCONTINUOUS INNOVATION
  7. 7. INNOVATION STRATEGIES
  8. 8. Company timeline
  9. 9. Features of camera
  10. 10. Component kit features
  11. 11. Management problems/issues
  12. 12. Options
  13. 13. Recommendations and discussion</li></li></ul><li>SMaL Camera overview<br /><ul><li>CMOS (Complementary Metal Oxide SEMI-Conductor): small, inexpensive to manufacture
  14. 14. Autobrite: technology allowed higher quality pictures in brightly lit conditions</li></li></ul><li>Making SMaL Big: Camera Technologies<br /><ul><li>2002: SMaL sold ½ million kits to manufacturers
  15. 15. Improve technology for the current consumer market (copycats competitor)
  16. 16. Security & surveillance Mkt
  17. 17. Automotive Mkt
  18. 18. New Imaging technology new market: Cellphone</li></li></ul><li>Competitors<br />Pixim: CMOS low cost + CCD performance. Disruptive technology?<br />Casios’s Exilim $300<br />Foveon: X3 sensorchip Sigma first Foveon based camera $1800<br />
  19. 19. PHASES IN MARKET LIFE CYCLE AND INNOVATION BASIS OF COMPETITION<br /> Functionality: Picture Resolution<br /> Always with you<br /> Sales<br />Functionality Reliability Convenience Price<br />Time<br />Early Growth Mature <br />
  20. 20. TIME OF ADOPTION OF INNOVATION (Roberts)<br />TECHNOLOGY ADOPTION LIFE CYCLE<br />In Camera, Automotive Cell phone<br />Innovators Early Early Majority Late Majority Laggards<br /> Adopters<br />2.5% 13.5% 34% 34% 16%<br />Conservative<br />Pragmatist<br />Visionary<br />
  21. 21. SELECTED INNOVATION MODEL <br />Manufacturing <br />Market<br />II MP Always with you<br />III Simultaneous, Automotive<br />IV Interactive Networking<br />Cell phone-Expert<br /> I TP Imaging Technology<br />Technology <br />Product<br />
  22. 22. DISCONTINUOUS INNOVATION<br />Market Knowledge<br />Option 4<br />Cell phone<br />Mn Tn<br />Option 2, 3<br />MnTc<br /> Security, Automotive<br />W E: Camera-consumer mkt<br />Improved Camera<br />Option 1 <br />W E: Autobrite Imaging sensor CMOS<br /> Pc Tc Mc <br />Scientific & Technical Knowledge<br />
  23. 23. INNOVATION STRATEGIES<br /><ul><li>Option 1: Improvement. Higher resolution 1.3 megapixel + Flash, same price but thicker
  24. 24. Option 2: Security: Capture moving image, wide panoramic image, stationary ‘moving” camera
  25. 25. Option 3: Automotive adaptive cruise control, intelligent mirrors
  26. 26. Option 4: Camera in phones embedded or add on (to design something new)
  27. 27. Option 5: Market Innovation (Police recognition)</li></li></ul><li>Cell phone , Recognition<br />Market Knowledge<br />Target zone: new technology, latent need<br />Wall of Experience<br />Wall of Expectations<br />Scientific & Technical Knowledge<br />
  28. 28. SMaL Technologies Timeline<br />
  29. 29. SMaL Camera Features<br />
  30. 30. Component Kit Features<br /><ul><li>SMaL switched their focus from selling finished cameras to selling components in a kit</li></li></ul><li>For discussion:<br /><ul><li>Why did SMaL chose to build “Kits” to sell to OEMs rather than components or complete Cameras?</li></li></ul><li>For discussion:<br /><ul><li>Why did SMaL chose to build “Kits” to sell to OEMs rather than components or complete Cameras:
  31. 31. To focus on areas where they could build a strong competitive advantage
  32. 32. Kits are better than selling individual parts since:
  33. 33. If the customer knows what technology you’re using, they know exactly what it’s worth
  34. 34. If they do, they can control the price and you lose the competitive advantage</li></li></ul><li>Management Problems/Issues<br />Management Problems/Issues<br />Management Problems/Issues<br /><ul><li>High customer power (demanding OEMs)
  35. 35. New market entrants into SMaLs “territory”
  36. 36. Lack of resources
  37. 37. Segmented market (SMaL needs to choose)</li></li></ul><li>Possible Alternatives:<br /><ul><li>Moving on up
  38. 38. Step up security and surveillance efforts
  39. 39. Speed up the automotive efforts
  40. 40. Cameras in phones
  41. 41. Making a left turn</li></li></ul><li>Moving On Up<br /><ul><li>Pros
  42. 42. OEM customers showing a demand for better product
  43. 43. Technology is already established</li></ul>Cons<br /><ul><li> Highly competitive market
  44. 44. Would cause cameras to become thicker to match the market needs</li></li></ul><li>Security and Surveillance<br /><ul><li>Pros
  45. 45. Already created successful prototypes
  46. 46. Security industry would require fewer cameras and fewer people to monitor them</li></ul>Cons<br /><ul><li> Hard to conform with existing industry infrastructure
  47. 47. Had to convert back from digital to analog</li></li></ul><li>Speed Automotive Efforts<br /><ul><li>Pros
  48. 48. Competition in the industry is low
  49. 49. Have an existing agreement with a leading supplier to make smart applications</li></ul>Cons<br /><ul><li> Long development time required to be competitive
  50. 50. Would not see profit for at least 2-3 years</li></li></ul><li>Camera Phones<br />Cons<br /><ul><li> Many competitors developing in the market
  51. 51. Existing component kit not good enough, new development would be required
  52. 52. Pros
  53. 53. Size and battery life of technology is a great fit for phones
  54. 54. Proven in Japan that there is a huge demand
  55. 55. Many interested customers</li></li></ul><li>Making a Left Turn<br /><ul><li>Pros
  56. 56. New market potential
  57. 57. Low competition if the right opportunity is discovered</li></ul>Cons<br /><ul><li> High resources required for custom development
  58. 58. Opportunities hard to find
  59. 59. Lack resources they need </li></li></ul><li>Suggested Course of Actions:<br />Suggested Course of Actions:<br /><ul><li>1. Develop camera for cell phones, webcams for laptops</li></ul> -Safe emerging market<br /><ul><li>2. Develop products with disruptive potential
  60. 60. Use funding generated from camera phones to get the human and other resources they need to develop innovative products for the security industry</li></li></ul><li>Discussion Questions:<br /><ul><li>Are the SMaL Ultra-Pocket camera along with the component kits a disruptive or sustaining technology?</li></li></ul><li>http://doi.contentdirections.com/mr/hbsp.jsp?doi=10.1225/603116<br />http://www.biu.ac.il/soc/ec/students/teach/554/data/SMaL%20Big.ppt<br />Reference<br />

×