Cheap digital cameras or modules have been developed that can be attached to PCs and mobile devices such as PDAs, smart phones, mobile gaming devices. This enables images to be posted on the Internet and easily sent between devices. Such cameras are not for the professional photographer, the hobbyist or non-technocrats. They are used because they provide flexibility or a fun factor, producing an image for the medium it is intended. Making it easy to make digital images is not enough. Users fall into two main groups:

• Users that want easy access to prints will use analogue cameras and not digital cameras
• Users that want access to digital images will use digital cameras and not analogue cameras

Until digital camera technology develops to a point where it is easy and straightforward to make prints from all digital cameras, either at Home or at a Photoshop, to a point where it becomes a no-brainer and people do not need to think about the technology, analogue cameras will continue to work in parallel with digital cameras. We have become accustomed to prints, it is a physical object and humans like producing and owning objects. So what do we do to improve the sale of digital cameras?

 

Why is digital camera/imaging important?

Digital cameras have developed very quickly, at a much faster pace than analogue cameras. Some digital cameras enable you to record video clips, record audio attachments, view images on the camera, zoom in on objects, transfer images wirelessly etc. But how do we get people to want to use digital cameras? This includes print and digital image lovers. This is an important question for the market because digital camera manufacturers are leaving the market, Agfa have already ceased production after seeing its digital camera sales dwindle. However, we must note this has something to do with economic uncertainty resulting in reductions in photographic sales. Intel have also exited the market bringing an end to its consumer electronics division, including its digital camera sales, as a result of lower than expected growth. So the market needs to take steps in order to maintain and evolve digital photography.

- Image resolution needs to improve

- Improve ease of use

- Ease of printing

- New digital image uses

The digital imaging market needs to introduce imaging labs to provide infrastructure from which digital images are easily printed; this could also mean the introduction of new photo kiosks. Kiosks need to be introduced that are specifically designed for digital camera users, however they need to support all the different storage media, cable and wireless access media. Some standardisation in storage media and the introduction of Bluetooth or 802.11b technology will help improve the transfer of images and the likelihood of prints being created, otherwise images are likely to remain in digital form. A user does not want to hunt around for a minilab or a kiosk that supports their digital camera’s media or connectivity; they want easy access and quick fulfilment.

The sale of digital cameras has been stimulated by improved image resolution, the price per pixel has fallen, cheaper multi-million pixel cameras have become available, cheaper printers to print directly from digital cameras etc. However, we need to find new uses for digital cameras to make them more 'mainstream'. Introducing Bluetooth technology will deliver new functionality, making it easier to transfer and print images, but this is not the only development that should take place.

Digital cameras have provided new levels of functionality to many user groups. Manufacturers must work out their target markets and determine how to sell digital cameras to them. The serious photographer will continue to use analogue cameras and will purchase high-end digital cameras to provide added flexibility, at the other end of the scale there is the disposable camera user. How do digital cameras impact the disposable camera user? They are unlikely to purchase a digital camera and will only use a re-usable digital camera if the picture quality is up to scratch; they are likely to want prints. Figure 1 shows different user groups and acceptance of different camera technologies as well as the desire for prints.

Digital camera manufacturers have done a great deal to drive the appeal of digital photography to these user groups and more must be done. Digital cameras must do more than enable users to mimic analogue cameras, otherwise there will be little buy-in; digital cameras must look for further differentiation. Manufacturers have already added moving images and sound and while these qualities compete with true video cameras, they again do not deliver true differentiation. Different people should use digital cameras in different ways -where printed images are either impractical or too expensive to justify, ie short-term use or where huge numbers are involved.

Page 1/2 next page