A Study of Coopetition Between Camera Phone Manufactures and Digital Still Camera Manufactures
Date Issued
2007
Date
2007
Author(s)
Kuo, Sheen-Hua
DOI
zh-TW
Abstract
Cameras are embedded into mobile phones more and more and camera-phones have undoubtedly created big challengers to Digital Still Cameras（DSC）. From the standpoints of markets, customers and suppliers, camera-phones are now replacing middle-end and low-end Digital Still Cameras due to the integration with mobile phones, improving image quality, DSC functions and mobility. Since most high quality Compact Camera Modules（CCM） are provided by DSC ODM/OEM makers, digital still camera makers and camera-phone makers are both competitors and business partners. On the one hand, DSC makers are keen on providing CCM to phone makers. On the other hand, they do not wish to see the sales of DSC’s encroached by it.
Many CCM providers like PREMIER were themselves big DSC OBM/ODM/OEM manufacturers. For these Optic companies, CCM is a new business opportunity with huge quantity demand but less technical skill and image quality requirements compared to DSC. These optic companies are therefore happy to provide CCM to phone makers. At the initial stage, the camera-phones are more like toy cameras due to the lower pixel numbers, poor image quality and functions. But camera-phones have now become devices with 5 mega-pixel, auto-focus（AF） and 2 /3 times optical zoom. Some high-end camera-phones are more like DSC with other advanced DSC functions which makes the DSC makers wary. The camera-phones have become strong competitors in the middle to low-end DSC markets.Sony group owns both DSC maker and camera-phone maker, within the corporation. Sony even provides their famous camera module, Cyber-shot, to Sony Ericsson for the built-in K-series camera-phones thus making Sony Ericsson K-series camera-phones competitors against Sony Cyber-shot Digital Still Cameras. This business model seems contradictive and confusing. Why then is Sony willing to provide CCM to Sony Ericsson?
This study attempts to explain this situation by using Co-opetition of Game Theory which probes into this business model from 5 elements -players, added values, rules, tactics and scope.
Subjects
DSC
照相手機
照相模組
自動對焦
光學變焦
機械式快門
畫素
Sony
Sony Ericsson
Cyber-shot
ODM
OEM
賽局理論
競合策略
參賽者
附加價值
規則
戰術
賽局範圍
Digital Still Cameras（DSC）
Compact Camera Module（CCM）
Camera-phone
Co-opetition
Game Theory
Type
thesis
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