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
SMaL-enabled, award-winning UltraPocket® credit card camera (branded
versions sold by FujiFilm, Creative
Labs, and RadioShack)
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
• 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)
SMaL Camera Technologies develops 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
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
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).
Competitors
Pixim: CMOS low cost + CCD performance.
Disruptive technology?
Casios’s Exilim $300
Foveon: X3 sensorchip Sigma first Foveon based
camera $1800
PHASES IN MARKET LIFE CYCLE AND
INNOVATION BASIS OF COMPETITION
Sales
Functionality: Picture Resolution
Always with you
Functionality Reliability
Early
Growth
Convenience Price
Mature
Time
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%
Visionary Pragmatist
34%
Conservative
16%
SELECTED INNOVATION MODEL
Market
Manufacturing
II MP Always with you
III Simultaneous, Automotive
I TP Imaging Technology
IV Interactive
Networking
Cell phone-Expert
Technology
Product
DISCONTINUOUS INNOVATION
Market Knowledge
Cell phone
Market innovation :
availability camera
Option 4
Mn Tn
Option 2, 3
MnTc
W E: Camera-consumer mkt
Option 1
Pc Tc Mc
Security, Automotive
Improved
Camera
W E: Autobrite Imaging
sensor CMOS
Scientific & Technical Knowledge
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
Market Knowledge
Target zone: new
technology, latent need
Wall of Experience
Wall of Expectations
Scientific & Technical Knowledge
THE INNOVATION MAP
Security,
Automotive
Mn
Mfn
Mfn
Mc
INTERNAL ENVIRONMENT
Tn
Pn
Consumer Camera Mkt
Tn
Pn
EXTERNAL ENVIRONMENT
Any market that uses image sensor
PERFORMANCE IMPROVEMENT
INDUSTRY VERSUS CUSTOMER
Product performance
High-end markets
B
Trajectories –
customer needs
performance
Disruptive technology
A
Low-end markets
Time
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 performancebased earnout plan, contingent primarily on SMaL
achieving certain revenue levels.
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.