Embedded vision


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What embedded vision start-ups can learn from machine vision


Arndt Bake, chief marketing officer of Basler, looks back at the history of machine vision to see what lessons can be applied to the emerging embedded vision market


T


here is always an ideal time window for successful entry into a market. For embedded


vision, this window of opportunity is now. What are the right questions an embedded vision start-up should ask itself and why is now the right time to found a successful embedded vision company? Many things can be learned


by looking at the past. Past developments in the machine vision world reveal insights into future developments in the embedded vision world. Every market goes through


several phases. In some markets, these phases are so slow that we are not even aware of them; in others they move faster. Looking back at developments in the machine vision world, the classic market phases can


be clearly identified: the emerging phase from around 1985 to 2000, in which the market structures were established; the growth phase from around 2000 to 2015, in which market shares were distributed; and the current mature phase, in which the market is beginning to consolidate. In the founding phase there were


many machine vision start-ups that used PCs and analogue cameras. Each company was focused on solving specific customer problems; the market was characterised by many individual solutions. Te integrators were the most important suppliers during this time. Only those who secure a firm


position in the market in this phase have a long-term chance of success. During the growth phase, this


picture shiſts. Some integrators specialise and become solution or component providers. Tis change gives these companies a scalable business model and lays the foundation for their growth. Many companies grow during this market phase, but some grow faster than others. Companies that find their role, recognising trends early on and aligning their products accordingly, gain market share through product differentiation and better customer orientation. In the consolidation phase,


The embedded vision market … is expected to be in the emerging phase for another four years


on the other hand, which is the current state of the machine vision market, the focus is less on product differentiation and more on price pressure. Te technology is optimised, and the products from different suppliers differ less and less. Te customers prefer large, reliable companies that offer their products at low prices. A few large companies dominate


Basler supplies its Dart camera module for embedded vision applications. 16 Imaging and Machine Vision Europe • Yearbook 2018/2019


the market and begin to buy smaller companies in order to secure even broader market access. Tis is the decisive criterion for success in this phase. What does all this mean for


embedded vision start-ups? Te embedded vision market only began to develop about eight years ago and is expected to be in the emerging phase for another four years. Looking back on the development history of the machine vision sector, this means that the time to secure a place in the market is now. Currently there are already many start-ups using embedded processors and camera modules; there are many individual


solutions for different customer problems. So the question is: what are the


customer problems, and how can embedded vision help solve these problems? If you have answers to these two questions, you may have a start-up idea on your hands. And then what happens? You


could use the idea and build products and a company around this specific customer problem. Combine the soſtware solution with hardware and a cloud connection. Stay focused! Dare to say no every now and then. And as soon as you have a successful model, go global. We wish you every success with


your project. O


Basler


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