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Topic: Technology
Number of pages / Number of words: 4 / 915
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(holds 20% market share)

Digital cameras – Sony Inc., Olympus, HP (131 million sold in 2007, in 12.5% of US households (2001), forecast >60% increase in 2008)

Printers – HP, Lexmark, Epson, and Canon (account for 65% of digital prints)

Online services – Fuji, Shutterfly (account for 10% of all digital prints)

Strategy:

  • Focus on core business and exploit new digital technologies; high-end cameras (studio photography), services (online) and image output (digital kiosks, printers, paper, inks)
  • Move into information-based company, service-based business model to serve the “Digitization” portion of the revolution model (Figure A)
  • IP, patent digitization processes, electronic image sensors
  • Sell hardware products, license technology to computer producers, photofinishers, apply knowledge acquired in digital imaging to the motion picture business and commercial products
  • Acquire if it fits Kodak strategic plan, or gives technical capacity that they don’t have in house, or buys increase market share

Trends:

Digital cameras

35 million units sold in the US in 2008...


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38 million units sold in US in 2007, total 131 million units sold worldwide, account for 24% growth rate from 2007-2008 versus 15% growth rate in 2006.

Emerging technology: digital single lens reflex cameras(DSLR), 8% global market, sales grew 41% last year which is double the amount of digital cameras, have high margins leaders for this technology is Nikon & Canon...


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