Project submitted by our group to track the evolution of Cameras (Film to Digital to 3D) and it's future potential growth

2. Box Camera, ~1830 Bulldog, 1850+ Kodak Camera, 1888
• On Copper Plates • On Emulsion Plates • On Dry Plates
• ~ 15 min Exposure • ~ 3 sec Exp. • Permanent Image
• Need to develop on the spot
FujiFilm, 2011 Digital Camera, 1991 Polaroid, 1948 Leica (Portable Camera), 1914
• 3D Consumer Camera • Kodak • On Paper • First Film Camera
• 3D Camcorder • Instant Image • Instant Image

3. Source: www.gartner.com

4. • 2008: Technology Trigger – 3D CMOS
Sensors and Software to merge snapshots
into 1 3D image
• 2014: Peak of Inflated Expectation – Caused
by innovative idea of 3D pictures and
promise of “new uses”, “productivity” and
“ease of use”
• 2016: Trough of Disillusionment – Will be
caused by user frustration due to lack of 3D
infrastructure and eco-system
• 2018: Slope of Enlightenment – Will be led
by standardized 3D infrastructure (3D
Displays, Printing, Camcorder etc) and
convergence of products (3D Mobile, Tablets
etc)
• 2018+: Plateau of Productivity - Competition
on price and features

6. Main Street
Tornado
Early Market
Assimilation
Bowling Alley

7. Early Market Bowling Alley Tornado Main Street
Professional High-End Photography Photography
Target Customer Photographers Experts Enthusiasts Amateur Photographers
Compelling Dramatic Competitive Better Values With No
Reason To Buy Advantage Fix Specific/Niche Needs Adopt New Paradigm Risk
Feature Focused, Feature Focused, Product Focused, Product Focused,
Whole Product Differentiated Standardized Differentiated Standardized
Integrated Process Rationalize (Reduce)
Partners Specific Partnerships Partners
Partners And (Web- (e.g: Sony +Google, Optimize Partner Minimum Required
Allies Sites/Broadband/Displays) Samsung+Apple) Friction (Ideally None)
Direct Sales Transitioning to Drive To Higher
Distribution Direct Sales Retailers Volume, Low Touch Low Cost, High Touch
Value Based Value Based Price Based Price Based
Pricing Gain Motivated Pain Motivated Gain Motivated Pain Motivated
POC vs POC Feature vs Feature
(e.g: 2 Lens + SW vs. 2 (e.g: Pixel Depth vs. Company vs. Company
Competition CMOS) Capacity) (e.g: Sony vs. Fuji) Product vs Product
Technology Based Market Share Based Service (Experience)
Positioning Leadership Niche Market Leadership Leadership Leadership
New Platforms
Another Visionary, (Mobile/Tablets?)
Another Market Adjacent Niche Market New Geographies
Next Target (e.g: 4D Camera?) (e.g: 3D X-Ray etc?) (Asia, Africa?) Next Micro-Niche

8. • Build an eco-system for seamless
adoption
– 3D Displays
– 3D Printers
– 3D Image software support
• Look at supporting the professional
users who act as agents to the
mainstream users
• Using social networking to broaden
and engage more users
• Joining the ecommerce bandwagon

9. Convergence with Mobile Phones Hardware vs. Software for 3D
• Convergence of Music, Voice Hardware Software
recording • High Costs • Converting 2D to 3D
• Email, Internet browsing • Need rethinking • Lower Costs
• Camera • Potential for • Specialized
• GPS, Payment methods Masses knowledge
• 3D Camera and display

10. Security / Surveillance Systems 3D Depth Sensors – Gestures
• High definition 3D camera • Gestures to Interact with Devices
• Need faster processing power • Human interface, no input device
• Advanced programming • Augmented Reality, Avatar
• E.g. Airports, Banks ,etc. • E.g. Games, Sports training, Home
• Stores? Market Research?? control system

11. Video Tours / Conferencing Healthcare / Tele-Surgery
• High definition 3D camera • Remote 3D image of patient
• Commercial 2D products offer • Needs fast communication
little value addition • Improved reach of expert care
• More close to real experience • E.g. Developing countries, War-
• E.g. Advertising, Real Estate zones
Tours, etc.

12. • Innovation needed to maintain market share
– Companies need to identify new value added services
– Provide better features such as bigger display, clearer lens,
touch interface
– Deliver superior user experience
• Brand
– Customers have a high reliance on brand due to long product
life
– There are high barriers for a new entrant into pure play camera
business.
– To enter new markets, companies need to form partnerships for
co-development

14. Back Up

15. Source: http://blog.mission3-dgroup.com/2009/01/22/the-history-of-3d-photography

19. Sl. No. Year Event Description Significance/
Inflection Point
1. 1685 Johann Zahn invents the first camera that was small and portable and could be First major portable camera
used for photography
2. 1825 ‘La cour du domaine du Gras ’ (View from the window at Le Gras), the first Significant point as first introduction
image created by Nicéphore Niépce in 1825. to photography happened
3. 1836 Louis Daguerre and Nicéphore Niépce invented the first practical photographic First practical camera invented
method which was named as Daguerreotype
4. 1855-1871 Désiré van Monckhoven invented a dry collodion process, improvements of Radical reduction in the size of the
carbon print process and improved silver bromide gelatin emulsions. Followed camera making it more acceptable by
by gelatin dry plates by Richard Leach Maddox. Cameras could be made the majority as technology advanced
smaller, hand-held and even concealed with this new development.
5. 1888 Use of photographic film introduced by George Eastman and first camera went Significant improvement over the
on sale with name ‘Kodak’. Use of celluloid film also enabled movie camera. previous versions
6. 1900 Eastman goes to mass-market photography with Brownie First significant camera for mass
market produce
7. 1936 Despite the invention of 35 mm film and mass-marketing of Retina (Kodak’s First inexpensive medium for filming
camera that used 35 mm films), the cameras using 35-mm film didn’t take off introduced
till the introduction of Argus A and later Argus C3 films that were inexpensive
enough to reach common consumers.
8. 1948 First Polaroid Camera are sold to public taking instant-picture mass market Significant inflection point as instant
cameras go commercial for the first
time
9. 1975 First attempt is made at building a digital camera using CCD image sensor
chips. This was done by Steven Sasson at Eastman Kodak.
10. 1988 Fuji DS-1P is launched. This is the first camera to have internal memory of 16 Significant inflection point as device
MB. memory concept was introduced in
cameras.
11. 1991 Kodak introduced DCS-100 SLR cameras, the first of its kind. Digital SLR cameras hit mass market