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Making SMaL Big: Camera Technologies

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

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  1. 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

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

  3. 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

  4. 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)

  5. 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

  6. 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

  7. 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).

  8. Competitors Pixim: CMOS low cost + CCD performance. Disruptive technology? Casios’s Exilim $300 Foveon: X3 sensorchip Sigma first Foveon based camera $1800

  9. 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

  10. 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% Visionary Pragmatist Conservative

  11. 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

  12. DISCONTINUOUS INNOVATION 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

  13. 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)

  14. Cell phone , Recognition Market Knowledge Target zone: new technology, latent need Wall of Experience Wall of Expectations Scientific & Technical Knowledge

  15. THE INNOVATION MAP Mn Mfn Security, Automotive Mfn Mc INTERNAL ENVIRONMENT Consumer Camera Mkt Pn Tn Pn Tn EXTERNAL ENVIRONMENT Any market that uses image sensor

  16. PERFORMANCE IMPROVEMENT INDUSTRY VERSUS CUSTOMER Product performance High-end markets B Trajectories –customer needs performance Disruptive technology A Low-end markets Time

  17. Cypress Acquires SMaL Camera Technologies 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.

  18. 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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