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Making SMaL Big: Camera Technologies. 1990 MIT Prof. C. Sodini: new imaging technology : Complementary Metal Oxyde Semiconductor (CMOS) Digital camera powered by image sensor (turn light in digital image)

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Making SMaL Big: Camera Technologies

  • 1990 MIT Prof. C. Sodini: new imaging technology : Complementary Metal Oxyde Semiconductor (CMOS)

  • Digital camera powered by image sensor (turn light in digital image)

  • Current technology: Charge-Coupled Device (CCD). High image quality high manufacturing process (dedicated production line

  • CMOS generic technology ((PC). Lower manufacturing costs Not planned for imaging

  • Development of CMOS imaging sensor

  • Functional objective: light conditions, power consumption – Always with you


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SMaL-enabled, award-winning Ultra-Pocket® credit card camera (branded versions sold by FujiFilm, Creative Labs, and RadioShack)


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Cambridge, Massachusetts, USA (September 23, 2004) - SMaL Camera Technologies, a developer of digital imaging solutions and the enabler of award-winning super-thin digital cameras, announced today that it has enabled the FlatFoto™ digital camera from RadioShack (NYSE:RSH). The 1.3-megapixel FlatFoto™ is the second in RadioShack’s series of thin, stylish, easy to use cameras based on SMaL designs. It is available today in nearly 7,000 RadioShack stores and at www.radioshack.com at a suggested retail price of $69.99


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  • Prof. H. Seung: Low power expert

  • 1999 K. Fife: video camera + Autobrite technology (adjust each pixel to optimize contrast)

  • Kits for Original Equipment Manufacturers: Fujifim Axia, Logitech California (web camera), IDT (producer for Fujifim)


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SMaL Camera Technologiesdevelops digital imaging solutions for a variety of business and consumer markets, including ultra-slim digital still cameras, automotive vision systems, and camera-enabled mobile devices (such as cell phones).SMaL’s solutions are built around its proprietary low power CMOS image sensors, controller ASICs, and Autobrite® wide dynamic range technology. These solutions have enabled previously unavailable benefits, revolutionizing the digital photo and video markets.http://www.smalcamera.com/company.html


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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


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SMaL’s technological advances are also being leveraged for the cell phone industry, where industry experts predict over 300 million camera-enabled cell phones will ship in 2006 (Nokia estimates that over 200 million total camera phones will be shipped in 2004 alone).


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Competitors

Pixim: CMOS low cost + CCD performance. Disruptive technology?

Casios’s Exilim $300

Foveon: X3 sensorchip Sigma first Foveon based camera $1800


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PHASES IN MARKET LIFE CYCLE AND INNOVATION BASIS OF COMPETITION

Sales

Functionality: Picture Resolution

Always with you

Functionality Reliability Convenience Price

Time

Early Growth Mature


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TIME OF ADOPTION OF INNOVATION ( COMPETITIONRoberts)

TECHNOLOGY ADOPTION LIFE CYCLE

In Camera, Automotive Cell phone

Innovators Early Early Majority Late Majority Laggards

Adopters

2.5% 13.5% 34% 34% 16%

Visionary

Pragmatist

Conservative


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SELECTED INNOVATION MODEL COMPETITION

Manufacturing

Market

II MP Always with you

III Simultaneous, Automotive

IV Interactive Networking

Cell phone-Expert

I TP Imaging Technology

Technology

Product


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DISCONTINUOUS INNOVATION COMPETITION

Market Knowledge

Option 4

Cell phone

Market innovation : availability camera

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


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INNOVATION STRATEGIES COMPETITION

  • 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)


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Cell phone , Recognition COMPETITION

Market Knowledge

Target zone: new technology, latent need

Wall of Experience

Wall of Expectations

Scientific & Technical Knowledge


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THE INNOVATION MAP COMPETITION

Mn

Mfn

Security, Automotive

Mfn

Mc

INTERNAL ENVIRONMENT

Consumer Camera Mkt

Pn

Tn

Pn

Tn

EXTERNAL ENVIRONMENT

Any market that uses image sensor


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PERFORMANCE IMPROVEMENT INDUSTRY VERSUS CUSTOMER COMPETITION

Product performance

High-end markets

B

Trajectories –customer needs performance

Disruptive technology

A

Low-end markets

Time


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Cypress Acquires SMaL Camera Technologies COMPETITION

Online staff -- Electronic News, 2/14/2005

Cypress Semiconductor Corp. has signed and closed a definitive agreement to acquire SMaL Camera Technologies, a designer of digital imaging solutions built around its proprietary CMOS image sensors and controller ASICs.

Under the terms of the agreement, Cypress will pay $42.5 million in cash, plus a performance-based earnout plan, contingent primarily on SMaL achieving certain revenue levels.


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Cypress's product portfolio includes a broad selection of wired and wireless USB devices, CMOS image sensors, timing solutions, network search engines, specialty memories, high-bandwidth synchronous and micropower memory products, optical solutions, and reconfigurable mixed-signal arrays. Cypress stock is traded on the New York Stock Exchange under the ticker symbol CY.


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