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)

4. 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 at a suggested retail price of $69.99

5. 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)

6. 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.

7. 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

8. 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).

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

10. 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

11. 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% % % %
Visionary
Pragmatist
Conservative

12. 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

13. 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
Option 1
Improved Camera
W E: Autobrite Imaging sensor CMOS
Pc Tc Mc
Scientific & Technical Knowledge

14. 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)

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

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

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

18. 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.

19. 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.