Making SMaL Big: SMaL Camera Technologies

1. Making SMaL Big: SMaL Camera Technologies Nermin Ibrahim Kevin Hamilton Rula Shraydeh Holly MacLeod

2. Overview of Smal Camera • Company timeline • Features of camera • Component kit features • Management problems/issues • Options • Recommendations and discussion Overview of Presentation

3. CMOS (Complementary Metal Oxide SEMI-Conductor): small, inexpensive to manufacture • Autobrite: technology allowed higher quality pictures in brightly lit conditions SMaL Camera overview

4. SMaL Technologies Timeline

5. SMaL Camera Features

6. SMaL switched their focus from selling finished cameras to selling components in a kit Component Kit Features

7. Why did SMaL chose to build “Kits” to sell to OEMs rather than components or complete Cameras? For discussion:

8. Why did SMaL chose to build “Kits” to sell to OEMs rather than components or complete Cameras: • 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 For discussion:

9. High customer power (demanding OEMs) • New market entrants into SMaLs “territory” • Lack of resources • Segmented market (SMaL needs to choose) Management Problems/Issues

10. Moving on up • Step up security and surveillance efforts • Speed up the automotive efforts • Cameras in phones • Making a left turn Possible Alternatives:

11. 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 Moving On Up

12. 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 Security and Surveillance

13. 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 Speed Automotive Efforts

14. 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 Camera Phones

15. 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 Making a Left Turn

16. 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 Suggested Course of Actions:

17. Are the SMaL Ultra-Pocket camera along with the component kits a disruptive or sustaining technology? Discussion Questions: