Making SMaL Big: SMaL Camera Technologies
Nermin Ibrahim Kevin HamiltonRula ShraydehHolly MacLeod
Overview of Smal CameraMaking SMaL Big: Camera TechnologiesCompetitorsPHASES IN MARKET LIFE CYCLE AND INNOVATION BASIS OF COMPETITION TIME OF ADOPTION OF INNOVATION (Roberts) TECHNOLOGY ADOPTION LIFE CYCLESELECTED INNOVATION MODEL DISCONTINUOUS INNOVATIONINNOVATION STRATEGIESCompany timelineFeatures of cameraComponent kit featuresManagement problems/issuesOptionsRecommendations and discussion
Overview of Presentation
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 $300Foveon: 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
Early Growth Mature Time
Functionality Reliability Convenience Price
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%
SELECTED INNOVATION MODEL
I TP Imaging Technology
Technology Product
Market Manufacturing
IV Interactive NetworkingCell phone-Expert
II MP Always with youIII Simultaneous, Automotive
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
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
Target zone: new technology, latent need
Wall of Experience
Wall of Expectations
Scientific & Technical Knowledge
Market 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?
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 worthIf they do, they can control the price and you lose the competitive advantage
Management Problems/IssuesManagement Problems/IssuesManagement Problems/IssuesHigh customer power (demanding OEMs)New market entrants into SMaLs “territory”Lack of resourcesSegmented 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
• ProsOEM 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• ProsAlready 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• ProsCompetition in the
industry is lowHave 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• ProsSize 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
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