Nokia is taking steps to increase its minimal 3 percent share in the smartphone market. The Finnish phone company has plans on investing in Pelican Imaging, a California startup, to improve its already strong smartphone cameras by implementing array camera technology.

1.
Array Camera Technology to Change the
Landscape of Smartphones, Apps
http://tier10lab.com/2013/05/07/array-camera-technology-smartphone-cameras-apps/
May 7, 2013
By Xavier Villarmarzo
Apple and Android-based devices control over 90 percent of the smartphone market, so it’s no surprise
that Nokia is taking steps to increase its minimal 3 percent market share. The Finnish phone company
has plans on investing in Pelican Imaging, a California startup, to improve its already strong smartphone
cameras – especially on the Lumia model.
According to Nokia, image quality is one of the top three reasons to buy or return a phone. The Lumia’s
camera has received good reviews and could be one of the reasons the phone’s sales grew to 5.6 million
in the first quarter of 2013, up from 4.4 million in the fourth quarter of 2012. Pelican’s focus commercial
software for array cameras can be the boost that Lumia needs to reach the next level of market share.
Array cameras use multiple optics (read, many mircrolenses) and combine the data into one image. In
other words, the technology allows for focus-free picture taking. You can take a picture quickly, without
worrying about where the focus is, and then refocus the image within the software. While this technology
isn’t new by any means – the Lytro camera has this feature – this could be the first utilization of the
focusing software on mobile devices.
This technology will allow you to take pictures while on the move and not worry about what’s in focus.
Besides the convenience of less takes, the technology can be a cool way to integrate different filters or
photo effects. It also wouldn’t be out of the realm of possibility to see social apps like Instagram or Twitter
incorporate the technology in one way or another.

2.
Unfortunately, the technology hasn’t hit the smartphone market just yet due to issues with image quality.
As you can imagine, it’s difficult to fully correct an unfocused image. However, the highly touted camera
on the Lumia 920 is a result of Nokia taking imaging seriously. Even before its interest in Pelican, the
company had invested in imaging-software maker Scalado, image-sensing technology company InVisage
Technologies Inc. and micro-optics
maker Heptagon to bolster its
capabilities. Therefore, it’ll be
interesting to see if Nokia can battle
those image quality concerns.
If Nokia can get be the first to have a
focus-free smartphone camera hit the
market, it could definitely see an
increase in market share – at least in
the short term. However, it’s very hard
to imagine Apple and Android
standing pat for very long with their
cameras if the technology is a hit.
[Source: Bloomberg News]
http://www.Tier10lab.com
http://www.twitter.com/Tier10lab
http://www.facebook.com/Tier10Marketing
http://www.Tier10Marketing.com