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GLGi: CMOS Camera Phone Image Sensor Market

GLGi: CMOS Camera Phone Image Sensor Market. Council Member Biography

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GLGi: CMOS Camera Phone Image Sensor Market

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  1. GLGi: CMOS Camera Phone Image Sensor Market

  2. Council Member Biography • Roger Douglas Melen, PhD., is a consultant specializing in electronic-imaging nanotechnology sensors. He knows about CMOS image sensors, CCD image sensors, touch sensors, orientation sensors, position sensors, haptic controls, wifi/wimax hotspots and access points, biosensors, digital cameras, cell phone accessories, digital copiers, fax machines, IBM cell processors, Multimedia DSPs, wireless 802.16 MIMO OFDM access, WIFI kiosks hotspots, audio processing, bionic electronics, protein spectroscopy and digital X-RAY machines. Previously, he was the Vice President-Research and Development at Canon Research Center America and is now a consultant to Toyota. He has authored an IEEE book “CCD Technology and Applications”. He is a member of the Technical Advisory Boards at Cypress Semiconductor for cell phone CMOS image sensors, and at Fiorano on Internet services. He also has experience in the products of Kodak, Canon, Micron, Omnivision, Magnachip, Atmel, AMD, Metrofi & VIMicro.

  3. Table of Contents • CMOS image sensor: Market overview, competitive landscape and future trends • Industry players: comparative analysis and positioning • Emerging technologies: New market entrants and product/technical differentiation • Cameraphones: Implications on user trends and social networking

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  7. Competitive Landscape of The CMOS Cameraphone Image Sensor Market Roger Melen PhD PHD Thesis: CCD Image Sensors IEEE Book 1976: Charge Coupled Device Technology and Applications Stanford Consulting Professor Electrical Engineering 1974-Current Founder: 1976-1986 Cromemco Graphic Imaging Computers Vice President of Research: 1990-2001 Canon Research, Palo Alto California Senior Advisor Toyota ITC Palo Alto: 2001-Current Sept 11, 2007

  8. Cellular Cameraphones are more than 14 years old !!! 1994 Canon Inc (Japan) Invents Digital Camera Cellphone • Apple under John Scully • Invents A Mockup of an AppleVideophone • (MacWorld ’95) But in 1995 the analog cellphones transferred digital data too slowly

  9. Lightsurf (sold to VeriSign in 2005 for $270M by Philip Kahn was the founder) and Sharp developed the first U.S. Market cameraphone (model J-SH04). This first Sharp cameraphone brought to the US market was in 2002. It was connected to the Sprint Cellular Network. This phone had a ~$25-35 CCD image sensor module However CCDs were too expensive and consumed way too much power for long battery life in cellphones In early 2003 Cellphones based on low power and low cost ($4) Micron And Omnivision CMOS image sensors hit the cameraphone market and the rest is history. Kodak CMOS Patents used By Micron, Omnivision, and others. U.S. Patent # 5625210 Pinned Photodiode U.S. Patent 6624850 4T CMOS

  10. By 2005 Micron was established as clearly the #1 supplier and Omnivision #2 Source: Micron Magnachip 2005 Camera module with 1.3 Mp (This particular sensor had poor image quality and was redesigned In 2006)

  11. Cameraphone sales have exploded since 2003. • The camera market penetration has gone from 0% to 70% in just four years aided • by additional cost savings ($3+$3=$3) from integration with the • image processor chip. Micron has emerged as the leader. Quarterly Revenue $M Source: SEC 10Q & 10K Source: ISuppli

  12. Dominance in CMOS Image Sensor Chip Market Share has not helped Micron’s Stock Price. $ Stock Price .3 MP 1.3Mp 2 Mp 3Mp G-Phone 2004 2005 2006 2007

  13. In 2006 Micron pulled ahead of Omnivision and gaining market share. Magnachip lost major share as the market sweet spot moved to 1.3 Mp. STMicro moves ahead of Magnachip to gain #3 position. Source: Micron

  14. Comparison of the “ Big Four” Cellphone Sensor Companies

  15. Laws have been passed to regulate the usage of Cameraphones but the laws have had limited effectiveness: • Many places now have laws prohibiting picture taking private areas under a person's clothing without that person's permission • Certain locations, such as airports, railroads, bridges, tunnels, or certain landmarks may be banned. • Filming on private property follows many restrictions. • Photographing or videotaping a tourist attraction, whether publicly or privately owned, is generally considered legal, unless explicitly prohibited by posted signs. • Photographing of retail premises is permitted unless explicitly prohibited by posted signs. • One must not to hinder the operations of law enforcement, medical, emergency, or security personnel by filming. • Any filming with the intent of doing unlawful harm. Source: Wikipedia

  16. Lens and Focusing Advances Johnson Electric autofocus lens • Innovative companies are developing autofocus, flash-free performance • Artificial Muscle of Menlo Park, CA (www.artificialmuscle.com) has new revolutionary DLP-95 auto-focus lens positioner. Based on their patented ElectroActive Polymer Artificial Muscle (EPAM™), AMI is introducing a reliable, battery-friendly, lightweight alternative to conventional electromagnetic actuators such as voice coils or steppers. • DxO of Paris, France (www.dxo.com) has “Silicon Powered Optics” an advanced IP solution based on a revolutionary co-design of the optics and the ISP chain. • InvenSense of Santa Clara, CA (www.invensense.com) will present the first single-chip, dual-axis gyroscope for cameraphone image stabilization, designed and priced for volume manufacture • Johnson Electric of Hong Kong (www.johnsonelectric.com) has Nanomotion's NanoLens and NanoZoom technologies. NanoLens is the fastest and most accurate Autofocus camera module while NanoZoom is the only zoom designed for small handsets, featuring x3 zoom in an extremely compact space with high design flexibility. • New Scale Technologies of Victor, NY (www.newscaletech.com) has the world’s smallest linear motor, piezoelectric SQUIGGLE motor, which adds both autofocus and optical zoom to phone cameras and offers 10x better force and resolution than micro-motors twice its size. • Varioptic of Lyon France (www.varioptic.com) will demonstrate the world's smallest commercial liquid lens camera module - 2mp autofocus • Kodak is licensing new color filter array CMOS image sensor technology for better low light performance

  17. Cameraphone usage is not the same as a Camera Usage (digital camera ownership is high among camerphone owners) “Modern cameras taught Americans to both conceive of their lives in terms of fondly remembered events and to edit out unpleasant memories.” Source: Kodak and the Lens of Nostalgia Kodak cameras are preferred by women to take pictures of children and family with the best brand and simplest camera. Canon cameras are preferred by men. Men prefer more controls and own more equipment. Cameraphones are use to supplement current camera usage.

  18. Camera phones Are part of a Greater Trend: Social Networks • sharing • anti-crime • memo Nokia and Sony Ericsson 2 Mp cameraphone users are minor but significant contributors To Flikkr. an altered perception of the gravity of our day-to-day routines. Cameraphones can be an Upload device to YouTube Flikkr Phone-Tag Picasa LiveJournal Rabble Vox Xanga scanR fuels the increasingly destructive American habit of over-sharing enables first-person witnessing of global and neighborhood events Source: Michael Agger

  19. Cameraphones Are part of a Greater Trend: Sensor Networks Moore's Law Era enabled Modern Computer Internet Free Telephony and Cellphones Digital Entertainment 1 computer person “No More Moore” Era Ubiquitous Nano Sensors Wireless Sensor Networks 1000 computers per person Predicted emergence of many new sensors at home, and in the office, car, airport, as well as in your future clothes.

  20. INSTAT resepredicts 2007 Image Sensor Market= 28% unit growth & 8% revenue growth (ouch!) Image Sensor Near Term Business Outlook • Micron maintains #1 position as the gorilla. Micron’s • business may be spun out to private equity. • Omnivision remains as #2 • Magnachip, Samsung & STMicro battle for #3

  21. Outlook: Sensor Chip Revenue is as Good as it Gets There are Risks of Lower Sensor Chip Profit 1. Handset volume is up this year (1.2B) driving cost cutting. 2. CMOS sensor chip market glut may form. From many suppliers 3. Lower Future Handset Market Share is Possible - Smaller Phones have less space - Cameras add cost for the carrier and many users never use them. - More than 74 percent of camera phone users also own a digital camera. Source: the NPD Group, Inc. 3. Future cellphones may be replaced less frequently that the current 24 month period. 4. Most consumers only want cameras in phones as long as they are nearly free.

  22. Micron could divest its image sensor business • Rumors and stories of spinning out imaging have been widespread since June. • “We believe Micron's image sensor segment (approximately 11 percent of revenue), which was a source of cash in 2006, has been a drain on results of late as the company has lost share at key customers. We believe management is considering divesting this segment, and a formal announcement of a sale would likely serve as a catalyst for the stock with cash being used to fund capex, working capital, and debt reduction,” he wrote. • “Admittedly, a comparison to OmniVision, which is fabless, is not apples to apples, but we do believe it helps give an understanding of what Micron's sensor business could be worth. We note that despite being fabless, we estimate OmniVision carries a higher gross margin than Micron's sensor segment at this point. Below are our assumptions for Micron’s sensor business and valuation scenarios based on OmniVision,” he added. Source: American Technology Research Doug Freedman

  23. Current Chip Market News: • Major Chip Foundries in Asia have been filling and are near to 100% of Capacity • Full foundries are a positive indicator for good chip industry (and cellphone) http://www.icinsights.com/news/bulletins/bulletins2007/bulletin20070806.html

  24. The End

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