Making SMaL Big: SMaL Camera
Technologies
Overview of Smal Camera
Making SMaL Big: Camera Technologies
Competitors
PHASES IN MARKET LIFE CYCLE AND INNOVATION BA...
SMaL Camera overview
 CMOS (Complementary
Metal Oxide SEMI-
Conductor): small,
inexpensive to
manufacture
 Autobrite: te...
Making SMaL Big: Camera
Technologies
•2002: SMaL sold ½ million kits to
manufacturers
•Improve technology for the current ...
Competitors
Pixim: CMOS low cost + CCD performance.
Disruptive technology?
Casios’s Exilim $300
Foveon: X3 sensorchip Sigm...
PHASES IN MARKET LIFE CYCLE AND
INNOVATION BASIS OF COMPETITION
Functionality: Picture Resolution
Always with you
Sales
Ea...
TIME OF ADOPTION OF INNOVATION (Roberts)
TECHNOLOGY ADOPTION LIFE CYCLE
In Camera, Automotive
Cell phone
ConservativePragm...
SELECTED INNOVATION MODEL
I TP Imaging Technology
Technology Product
Market Manufacturing
IV Interactive
Networking
Cell p...
DISCONTINUOUS INNOVATION
Market Knowledge
Scientific & Technical Knowledge
W E: Camera-consumer mkt
W E: Autobrite Imaging...
INNOVATION STRATEGIES
• Option 1: Improvement. Higher resolution
1.3 megapixel + Flash, same price but
thicker
• Option 2:...
Cell phone , Recognition
Target zone: new
technology, latent need
Wall of Experience
Wall of Expectations
Scientific & Tec...
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?
 Why did SMaL chose to build “Kits” to sell
to OEMs rather than components or
complete Cameras:
For discussion:
•To focus...
Management Problems/IssuesManagement Problems/IssuesManagement Problems/Issues
 High customer power (demanding OEMs)
 Ne...
Possible Alternatives:
 Moving on up
 Step up security and surveillance efforts
 Speed up the automotive efforts
 Came...
Moving On Up
• Pros
 OEM customers
showing a
demand for
better product
 Technology is
already
established
Cons
• Highly ...
Security and Surveillance
• Pros
 Already created
successful
prototypes
 Security industry
would require
fewer cameras
a...
Speed Automotive Efforts
• Pros
 Competition in
the industry is
low
 Have an existing
agreement with a
leading supplier
...
Camera Phones
• Pros
 Size and battery life
of technology is a
great fit for phones
 Proven in Japan that
there is a hug...
Making a Left Turn
• Pros
• New market
potential
• Low competition
if the right
opportunity is
discovered
Cons
• High reso...
Suggested Course of Actions:Suggested Course of Actions:
• 1. Develop camera for cell phones, webcams
for laptops
-Safe em...
Discussion Questions:
 Are the SMaL Ultra-Pocket camera along
with the component kits a disruptive or
sustaining technolo...
• http://doi.contentdirections.com/mr/hbsp.jsp
?doi=10.1225/603116
• http://www.biu.ac.il/soc/ec/students/teach/5
54/data/...
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Making Smal Big Ba401

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Making Smal Big Ba401

  1. 1. Making SMaL Big: SMaL Camera Technologies
  2. 2. 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 Overview of Presentation
  3. 3. SMaL Camera overview  CMOS (Complementary Metal Oxide SEMI- Conductor): small, inexpensive to manufacture  Autobrite: technology allowed higher quality pictures in brightly lit conditions
  4. 4. 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
  5. 5. Competitors Pixim: CMOS low cost + CCD performance. Disruptive technology? Casios’s Exilim $300 Foveon: X3 sensorchip Sigma first Foveon based camera $1800
  6. 6. PHASES IN MARKET LIFE CYCLE AND INNOVATION BASIS OF COMPETITION Functionality: Picture Resolution Always with you Sales Early Growth Mature Time Functionality Reliability Convenience Price
  7. 7. TIME OF ADOPTION OF INNOVATION (Roberts) TECHNOLOGY ADOPTION LIFE CYCLE In Camera, Automotive Cell phone ConservativePragmatistVisionary Innovators Early Early Majority Late Majority Laggards Adopters 2.5% 13.5% 34% 34% 16%
  8. 8. SELECTED INNOVATION MODEL I TP Imaging Technology Technology Product Market Manufacturing IV Interactive Networking Cell phone-Expert II MP Always with you III Simultaneous, Automotive
  9. 9. DISCONTINUOUS INNOVATION Market Knowledge Scientific & Technical Knowledge W E: Camera-consumer mkt W E: Autobrite Imaging sensor CMOS Option 1 Pc Tc Mc MnTc Security, Automotive Improved Camera Cell phone Mn Tn Option 2, 3 Option 4
  10. 10. 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)
  11. 11. Cell phone , Recognition Target zone: new technology, latent need Wall of Experience Wall of Expectations Scientific & Technical Knowledge Market Knowledge
  12. 12. SMaL Technologies Timeline
  13. 13. SMaL Camera Features
  14. 14. Component Kit Features  SMaL switched their focus from selling finished cameras to selling components in a kit
  15. 15. For discussion:  Why did SMaL chose to build “Kits” to sell to OEMs rather than components or complete Cameras?
  16. 16.  Why did SMaL chose to build “Kits” to sell to OEMs rather than components or complete Cameras: For discussion: •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
  17. 17. Management Problems/IssuesManagement Problems/IssuesManagement Problems/Issues  High customer power (demanding OEMs)  New market entrants into SMaLs “territory”  Lack of resources  Segmented market (SMaL needs to choose)
  18. 18. Possible Alternatives:  Moving on up  Step up security and surveillance efforts  Speed up the automotive efforts  Cameras in phones  Making a left turn
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. Camera Phones • 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 Cons • Many competitors developing in the market • Existing component kit not good enough, new development would be required
  23. 23. 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
  24. 24. 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
  25. 25. Discussion Questions:  Are the SMaL Ultra-Pocket camera along with the component kits a disruptive or sustaining technology?
  26. 26. • http://doi.contentdirections.com/mr/hbsp.jsp ?doi=10.1225/603116 • http://www.biu.ac.il/soc/ec/students/teach/5 54/data/SMaL%20Big.ppt Reference

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