NATIONAL ECONOMICS UNIVERSITY

INTERNATIONAL SCHOOL OF MANAGEMENT AND ECONOMICS

HIGHER NATIONALS
BTEC HIGHER NATIONAL DIPLOMA IN BUSINESS (RQF)
Unit Code, Number and
D/618/5042 Unit 8: Innovation and Commercialisation
Title

Semester and Academic

Semester 2, Academic year 2023-2024
Year

Unit Assessor(s) Nguyen Quang Huy/ Bui Thu Van/ Nguyen Duc Trong

Assignment Number and IC A1.1: Innovation, Commercialisation and

Title Protection (Assessment 1 of 2)

Issue Date March 20, 2024

Submission Date April 18th, 2024

IV Name Trinh Thi Thu Giang

IV Date March 20, 2024

Student name Nguyen Hanh Duyen

NEU Student ID 10220952 Pearson ID

Plagiarism is a particular form of cheating. Plagiarism must be avoided at all costs and
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I certify that the assignment submission is entirely my own

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Student declaration
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Student(s) name(s) /
Duyen Date: 21/4/2024
Signature

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Unit Learning Outcomes:

LO1: Investigate how innovation is sourced and supported within different types of
organisations

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LO2: Explore the processing of different types of innovation within organisations

Assessment Brief and Guidance:

A brief history of the digital camera

Figure 1 The first prototype digital camera, developed by Kodak's Steven Sasson

From theoretical beginnings as a space-travel navigation aid, the digital camera

developed from tapeless analogue cameras through sky-charting behemoths to
consumer concepts and beyond. To explore that long history, we've charted the
milestones, the groundbreakers -- and the downright strange. Take a look to see where
your camera came from, as we visit Grandad Kodak, Uncle Apple and a whole family
tree of camera cousins.

The beginnings

The history of the digital camera began with Eugene F. Lally of the Jet Propulsion
Laboratory. When he wasn't coming up with ways to create artificial gravity he was
thinking about how to use a mosaic photo sensor to capture digital images. His 1961
idea was to take pictures of the planets and stars while travelling through space, in
order to help establish the astronauts' position. Unfortunately, as with Texas Instrument
employee Willis Adcock's filmless camera (US patent 4,057,830) in 1972, the
technology had yet to catch up with the concept.
The camera generally recognised as the first digital still snapper was a prototype (US
patent 4,131,919) developed by Eastman Kodak engineer Steven Sasson in 1975. He
cobbled together some Motorola parts with a Kodak movie-camera lens and some newly
invented Fairchild CCD electronic sensors.
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 The resulting camera, pictured above on its first trip to Europe recently, was the size
of a large toaster and weighed nearly 4kg. Black-and-white images were captured on a
digital cassette tape, and viewing them required Sasson and his colleagues to also
develop a special screen.

The resolution was a revolutionary .01 megapixels and it took 23 seconds to record
the first digital photograph. Talk about shutter lag.
Some believe that Kodak missed a trick by not developing this technological
breakthrough, with film remaining their bread and butter. The next step in the process
would come from elsewhere.

Figure 2 SONY’s Magnetic Video Camera

The end of film?

The first commercial CCD camera was developed by Fairchild in 1976. The MV-101
was used to inspect Procter & Gamble products. The following year Konica introduced
the C35-AF, the world's first compact point-and-shoot autofocus camera. But the
filmless age was kickstarted on 25 August 1981, when Sony demonstrated the first
camera to bear the name Mavica (Magnetic Video Camera).
Not strictly a digital camera, the Mavica was actually an analogue television camera.
It stored pictures on two-inch floppy disks called Mavipaks that could hold up to fifty
colour photos for playback on a television or monitor. CCD size was 570x490 pixels on a
10x12mm chip. The light sensitivity of the sensor was ISO 200 and the shutter speed
was fixed at 1/60 second. It ran off AA batteries.

Figure 3 CANON’s RC-250 Xapshot

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 The analogue age

Analogue cameras may have been the start of the digital age, in that they recorded
images on to electronic media, but they never really took off due to poor image quality
and prohibitive cost. They were mainly used by newspapers to cover events such as the
1984 Olympics, the Tiananmen Square protests of 1989 and the Gulf War in 1991.
Canon launched the first analogue camera to go on sale, the RC-701, in 1986, and
followed it with the RC-250 Xapshot, the first consumer analogue camera, in 1988.
The Xapshot was called the Ion in Europe, and the Q-PIC in Japan. It cost $499 in the
US, but consumers had to splash out a further $999 on a battery, computer interface
card with software, and floppy disks. Think about that the next time you get annoyed
when you have to pay extra for memory cards.
Figure 4 Photo of auroras taken by All-Sky camera

The coming of true digital

The first true digital camera that actually worked was built in 1981. The University of
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Calgary Canada ASI Science Team built the Fairchild All-Sky camera to photograph
auroras, an example of which is shown on the right of our picture.
The All-Sky Camera utilised more of those 100x100-pixel Fairchild CCDs, which had
been around since 1973. What made the All-Sky Camera truly digital was that it
recorded digital data rather than analogue. In October 1981 the digital revolution rolled
on with the release of the world's first consumer compact disk player, the Sony CDP-
101.

Colani's concepts: the future of cameras?

In 1983, Canon commissioned outspoken designer Luigi Colani to envision the future of
camera design. The chap who believed that "an egg represents the highest form of
packaging since the dawn of time" drew on his "no straight lines in the universe"
philosophy to create the 5 Systems. These designs included (top left to right) the Hy-
Pro, an SLR design with an LCD viewfinder, a novice camera named (rather politically
incorrectly) the Lady, the Super C. Bio with power zoom and built-in flash, and the
underwater Frog.

Figure 5 HOMIC (Horizontal Memorychip Integral storobo Camera)

Figure 5 shows the HOMIC (Horizontal Memorychip Integral storobo Camera). This was
a Gerry Anderson-esque concept for a still video camera recording to solid-state
memory. Unusually, the lens and viewfinder were on the same axis, while the flash fired
through the objective lens.
The HOMIC was exhibited at the 1984 Photokina, but was never marketed.

Figure 6 The 1990 Dycam Model 1

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 Digital hits the shops

The first true digital handheld camera was the Fuji DS-1P, developed in 1988 but
never sold. It recorded images as computerised files. These were saved on a 16MB
SRAM internal memory card, which was jointly developed with Toshiba. That same year,
Digital Darkroom became the first image-manipulation program for the Macintosh
computer.
Also in 1988, the first JPEG and MPEG standards were set.
The first digital camera to actually go on sale was the 1990 Dycam Model 1 (pictured).
A grey version was marketed as the Logitech Fotoman. It used a CCD image sensor,
stored pictures digitally, and connected directly to a PC for download.

Figure 7 Hasselblad DB 4000

Digital comes to SLR

Digital backs were attached to film cameras in some SLR systems. An example of this
is the Hasselblad DB 4000 with a Leaf back (figure 7), which arrived in 1991. It packed a
2,048x2,048-pixel CCD and 8-bit storage.
Adobe PhotoShop 1.0 hit the shops in 1990.

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 Figure 8 The Kodak DCS 200

Digital goes online!

Mosaic, the first web browser that let users view photographs over the Web, was
released by the National Center for Supercomputing Applications in 1992.
That year also saw the Kodak DCS 200 (pictured) debut with a built-in hard drive. It
was based on the Nikon N8008s and came in five combinations of black and white or
colour, with and without hard drive. Resolution was 1.54 million pixels, roughly four
times the resolution of still-video cameras.

Figure 9 The QuickTake 200

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 Apple gets in on the action: the QuickTake

You'd have to live under a rock to not know that Apple makes phones these days, but
did you know it also had a crack at the digital camera market? The Apple QuickTake
100 (figure 9 top), launched in 1994, was actually manufactured by Kodak, and was the
the first colour digital camera for under $1,000. It packed a 640x480-pixel CCD and
could stash up to eight 640x480 images in the internal memory.
The QuickTake 200 (figure 9, pictured below) followed later, and was built by Fujifilm.

Figure 10 The OLYMPUS’s Deltis VC-1100 (left) and KODAK’s DC-25 (right)

Connected cameras and CompactFlash

The first 'photo quality' desktop inkjet printer arrived in 1994. The Epson MJ-700V2C

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(pictured left) managed 720x720 dots per inch.
Later that year, the Olympus Deltis VC-1100 (figure 10, pictured left) became the
world's first digital camera with built-in transmission capabilities. With a modem
connected, photos could be transmitted over phone lines -- even mobiles -- although it
took about six minutes to transmit high-quality images. Image resolution was 768x576
pixels, the shutter speed could be set between 1/8 and 1/1000 second, and it included a
colour LCD viewfinder.
SmartMedia card and CompactFlash cards also arrived that year. The first camera to
use CompactFlash was the Kodak DC-25 (figure 10, pictured right) in 1996.

Figure 11 The CASIO’s QV-10

The shape of things to come

The shape of compact digital cameras began to emerge in Casio QV-10 in 1995, which
was the first with an LCD screen on the back. The screen measured 46mm (1.8 inches)
from corner to corner.
It was also the first consumer digital camera with a pivoting lens. Photos were
captured by a 1/5-inch 460x280-pixel CCD and stored to a semiconductor memory,
which held up to 96 colour still images. Other now-familiar features included macro
positioning, automatic exposure, auto-playback of images and a self timer. It cost
$1,000.

Figure 12 The Ricoh RDC-1

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 In 1995, the first digital camera to shoot both still photos and movie footage with
sound appeared. The Ricoh RDC-1 included a removable 64mm (2.5-inch) colour LCD
screen. The CCD packed a 768x480-pixel resolution, while the zoom clocked in at 3x
and f/2.8. More than a decade later and those are still the baseline specs for compacts
(apart from the resolution, of course).
The RDC-1 would have set you back a hefty $1,500.

Figure 13 The CANON’s PowerShot 600

Webcams and compacts

In 1995, Logitech debuted the VideoMan, its first webcam, and the first colour digital
video camera for the personal computer.
The now-familiar compact shape continued to emerge with the Canon PowerShot 600
(pictured) in 1996. It had a 1/3-inch, 832x608-pixel CCD, built-in flash, auto white
balance and an optical viewfinder as well as an LCD display. It was the first consumer
digital camera able to write images to a hard disk drive, and could store up to 176MB. It
cost $949.

Figure 14 The PENTAX’s EI-C90

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 The digital age!

And there we have it. Although compacts were appearing in strange shapes, such as
the Pentax EI-C90, which split into two sections, the basic form factor was laid down for
today's multi-megapixel monsters -- roughly the same size as the tape cassette Steve
Sasson used to record one grainy image (pictured).
Camera phones and CMOS sensors appeared in 1997, while megapixel counts are
constantly climbing. The Hasselblad H3D II digital SLR is a 39-megapixel behemoth
(figure 15).
In order to process that frankly ridiculous 5,412x7,212-pixel resolution, the H3D II
packs a 48x36mm image sensor. To keep that leviathan of a sensor cool, Hasselblad
has jammed in a physical heatsink, which dissipates the heat generated to the entire
camera body.
There's also a whopping 76mm (3-inch) screen for previewing images, and Hasselblad
claims that handling is better than on the original H3D, as the controls have been
moved to within thumb reach. The H3D II shoots raw footage -- imagine the size of
those files! -- and also boasts a GPS receiver for geotagging your pictures. This embeds
location information in the image file so that Google Earth, which the camera links
directly to, or sites such as Flickr, can show where the image was taken on a map.
Of course, 39 megapixels is pretty ludicrous, and so is the £18,500 price tag.
Hasselblad has taken this into account by offering two lesser versions of the H3D II,
available to us lesser mortals that don't need to shoot photos the size of billboards.
Well, kind of: they offer 22- and 31-megapixel sensors. We may need to save up.
How far we've come.

Figure 15 The HASSELBLAD’s H3D II

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 Source:
1. Richard Trenholm (2007), Photos: The history of the digital camera,
https://www.cnet.com/news/photos-the-history-of-the-digital-camera/
2. Richard Trenholm (2007), Hasselblad H3D II: Megapixel madness,
https://www.cnet.com/news/hasselblad-h3d-ii-megapixel-madness/

------End of the scenario------

1: The history of technological change in camera industry is bound with initial radical
breakthroughs (inventions with patents) followed by incremental improvements
(innovations). Highlight the inventions and innovations that bring the new product in
this industry. Determine the difference between (1) inventions of technological
breakthroughs and (2) major innovations and (3) minor/incremental innovations.

2: Analyse the different sources of innovations related to the first prototype digital
camera, developed by Kodak's Steven Sasson:
● Describe the different functional sources of the innovations related to these
products made by Kodak, using theory of von Hippel (1988).
● Evaluate how these sources of innovation help these firms to generate new-
product innovations.

3: Using the models of demand pull and technological push to explain the interaction
of technology and business performance of the firms in making (1) SONY’s Magnetic
Video Camera, (2) CANON’s RC-250 Xapshot, (3) HOMIC (Horizontal Memorychip
Integral storobo Camera, (4) Hasselblad DB 4000 and (5) The Kodak DCS 200. Did
these innovative firms get the ideas for innovations from the market or it were the
firms’ engineers who recognizes that a specific piece of new technological knowledge
resulted in the firms’ new products?

4: Analyse the case of first prototype digital camera, developed by Kodak's Steven
Sasson:
● Explain how Kodak’s organisational vision, leadership, culture shaped the
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 company innovations and commercialisations toward digital camera. (
● Why Kodak missed a trick by not developing this technological breakthrough?

5: Analyze the competition among various digital cameras (product innovation) in

their product-line:
● Build the S-cure for the evolution of digital camera and film camera. (T1 là tính
từ thời điểm được bán ra thị trường rồi thì mới xem được phản ứng của người
mua)
● How was the performance of digital camera improved over time? (cả 1 ngành,
lấy 1 vài ví dụ về sản phẩm từ đời đầu chưa tốt về sau phát triển dần lên) – T1
là thời điểm Mavica xuất hiện trên thị trường
● When film cameras were, at first, challenged by the first commercial filmless
digital camera (SONY’s MAVICA), describe the rival technology (technology of
MAVICA) at time T1 in the S-curve? How was the performance of the MAVICA by
the time T1 when it, at first, entered the market? ( người dung Mavica phản ứng
ntn,
● HOMIC (Horizontal Memorychip Integral storobo Camera) was introduced in
1984 Photokina. Explain the 4Ps of innovation of CANON and apply the
innovation funnel to understand how it shapes innovative ideas of CANON
(Colani’s concept). (áp dụng phễu và nó đã giúp canon chọn ra concept đó
nnao) Why was HOMIC was never marketed? (phan tich 4P cua Canon -> rồi kết
luận ra tại sao Homic k đc bán)

6: What matters for the success of LEICA digital cameras today (see
https://www.digitalcameraworld.com/buying-guides/best-leica-camera )?

What did LEICA do to take the position of market leader and to maintain their
advantage?

Explain the 4Ps of innovation of LEICA.

Evaluate the role of frugal innovation in an organisational context of LEICA. (Đánh giá
dựa theo các tiêu chí của frugal innovation xem có đạt đủ k, phân tích các sản phẩm
của LEICA và đánh giá xem có phải là frugal innovation không? Sản phẩm này chưa
được khẳng định là frugal)

Note: student could enrich evident and data for their analysis by searching
on the internet, do remember to cite the source of information.

Pass Merit Distinction

LO1 Investigate how innovation is sourced and supported

within different types of organisations

P1 Discuss the ways in M1 Analyse the ways in which

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which different innovation is sourced and supported LO1 and LO2
organisations source and within different organisation D1 Critically
foster innovation, using environments and cultures. analyse how
specific examples. Q2b, Q4a innovation is
Q1a, Q2a: giải thích tại Evaluate how these sources of successfully
sao là Invention (chỉ ra nó innovation helps the firms to developed and
k dc thương mại hóa) và generate embedded in
Innovation (chỉ ra được different
thương mai hóa năm bao organisational
nhiêu) contexts.
Không được paraphrase Q5e, Q6bc,Q4b
từ user là customer

LO2 Explore the processing of different types of innovation

within organizations

P2 Differentiate between M2 Analyse how different types of

different types of innovation are successfully
innovation and how they processed within different
are processed within organisation settings.
organizations. Q5d, Q6a
Q1b, Q3, Q5(a-c)
Determine the difference
between (1),(2),(3) – Q1b
Explain the market pull
and demand push (Q3)
Explain how innovation
performance (Q5abc)

- THE END -

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