Ba401making Smal Big
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Ba401making Smal Big Ba401making Smal Big Presentation Transcript

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