Bosch Fundus Camera: Improving eyecare

Bosch Fundus Camera, a hand held device is a broad based solution offering ‘anytime, anywhere’ use, applicable in multiple specialties, as it is suitable for hospitals, clinics, and vision centers in settings ranging from out patient screening, in patient diagnosis and paediatric ophthalmology

Bosch India’s first team to function as a start-up presented their local innovation – Bosch Fundus Camera an eye care device from Bosch- to German Chancellor Angela Merkel and Indian Prime Minister Narendra Modi during their visit to the Bosch facilities in Bengaluru recently. Referred to as the New Business Team, the target was tasked with developing world class solutions that would cater to the middle and bottom of the pyramid segments. Established in 2011 and headquartered out of Bengaluru, the team aims to develop new products but also build new business lines for Bosch in India.

Bosch Fundus Camera, a hand held device is a broad based solution offering ‘anytime, anywhere’ use, applicable in multiple specialties, as it is suitable for hospitals, clinics, and vision centers in settings ranging from out patient screening, in patient diagnosis and paediatric ophthalmology.

The MediBilder client software for importing, reviewing and managing images offer a telemedicine platform on the cloud for referral and offers easy integration with HMS/ HIS. It is easily integrates with existing workflows, and is HL7– and DICOM compliant PACS In terms of technical specs, the device is a non-mydriatic handheld imaging solution, offering a modular design for fundus, anterior segment and fluorescein angiogram. It has a 5 MP CMOS sensor for high quality imaging, a 40° FOV for improved sensitivity, an auto focus for fast capture (-11 to +3 D), a 3.5 mm dia minimum pupil size and a IR, red free, mydriatic imaging modes.

“The independence along with the agility and flexibility of a start-up team has opened up new business avenues for Bosch, and an example of that would be the eyecare device,” said Harsha Angeri, Head of Bosch India Strategy and New Businesses. “As an organisation, Bosch could add higher value to some already acknowledged business set-ups, such as the Aravind Eyecare System. Our partnership with Aravind Eyecare System is a prime example of the impact Bosch can create while still maintaining its commercial mindset.”

Strongly driven by the philosophy that India deserves more than cheap, quick-fix solutions, the new business team at Bosch is working towards the development and integration of smart solutions that already exist within the company’s various business domains. To that end, adopting an agile approach, like a start-up, without reinventing the wheel. “We believe in being patriotic about the problem, but democratic about the solution,” said Angeri about the new business team’s strategy to partner with some internationally recognised technology companies to improve the solutions that are being offered in India.

Being disruptive within an organisation

The areas of focus for the new business team are not the traditional businesses of Bosch. As a new entrant, so to speak, the team from Bosch is focusing on identifying ways in which the company could disrupt incumbents. Bosch has been successful to a great extent as it has found a path to offer world class products, with respect to technology and high quality, by offering it at a price that is both affordable and competitive. A simple example of disruption being put to work was how the team leveraged an image processing technology, fundamentally used in a manufacturing line to detect cracks on automotive components, was used on the eyecare device to help detect disease in the ophthalmology space.

“By adopting a solution approach we have been able to provide world class solutions, but also deliver products at an affordable price and reduce time to market. The solutions approach to disruption has enabled us to get a head start.” That said, being part of an established set-up also offers the team some advantages such as working in multiple areas which a traditional startup would not have access to. Such an approach allows the team to cross leverage its learning from different areas.

Start up, Stand-up India policy to improve technology value chain

The policy announced in August by the central government of India, to stimulate the spirit of entrepreneurship among the youth of India, would complement the two other key polices announced by the government – Make in India and Skill India. “We believe that the Start-up, Stand-up India policy will boost the start-up wave across the country and secure the aspiration to be seen as an innovation hub and further improve the position of the country in the global technology value chain,” said Angeri.

Previously, policies such as Special Economic Zone (SEZ) and Separate Trading of Registered Interest and Principle of Securities (STRIPs) have given a fillip to the export and IT industry, such policies could also be extended to start-ups within corporates. “This will benefit the industry, with respect to innovation in technology and business models, without having to be bound by the policies governing the establishment it belongs to,” remarked Angeri.