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Small Camera Technology Case Study

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SMaL Camera Technology


The star-up SMaL enter into the image (picture, recording, etc.) market with a disruptive innovation. The company came up with the idea of applying the well-known CMOS technology into the image (camera, video, etc.) market. This allowed a cheaper manufacturing a less bulking product compared to the CCD technology. In addition, CMOS technology consumes less power, fact that solved the battery power consumption. The start-up since the very beginning was seeking a fast growth, with a large amount of capital but at the same time stablishing a long-term perspective. Although SMaL achieved a considerable success during the initial years of launching the first product, the organization ended up in a situation that put it away from future possible opportunities. This situation occurred probably due to several poor decisions the managers decided. Even if a start-up company creates a marvelous innovation, the customers will not take care unless that is exactly what they need. What did the SMaL`s management team do right? a) Thanks to the CMOS technologies, the team could offer a capture system that: * Autobrite: technology allowed higher quality pictures in brightly lit conditions * Reduction of power consumption, so smaller batteries
These two features clearly were a great differentiation in front of the current capture system in the market in 2002. That is to say, what it seemed to be a disruptive technology. b) This was possible thanks to the high skilled and well connected team that the three founders formed. c) The three market segmentation (picture and video final user, security and automobile) d) Started with a small investment and small team that was going in the right direction e) Use existing resource to obtain a new hit product: innovation

What did the SMaL`s management team do...

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