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Kodak turns its digital image around


This is a fascinating article by Saul Hanswell from the NYT who writes of the reinvention of Kodak who among other things have hired anthropologists and social scientists to observer and learn from camera users as part of their strategy of the the future of photography.

'Ten years ago, Kodak manufactured the first digital camera aimed for sale to retail consumers, the $749 QuickTake 100, sold by Apple Computer. But by 2000, Sony had muscled in as the leading digital camera maker and Kodak was hovering near 5 percent of the market, a dire position, while the film business - which it had dominated for a decade - was starting to collapse.
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Kodak called in anthropologists and other social scientists, who observed camera users in an effort to learn how taking and printing pictures fit into their daily lives. They also followed prospective camera buyers into stores to understand how they chose certain models from the crowded shelves....'

Read more at Kodak turns its digital image around







Posted by Darren in our News category on December 28, 2004