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Print ArticleFujiFilm
Opening the Door to the Mainstream Acceptance of
Digital Imaging
Today, digital imaging is poised to move beyond early technology
adopters into mainstream consumer acceptance. But to reach
mainstream consumers, we must show them that digital imaging is all
about communication, about connecting people in new and exciting
ways, about "a picture is worth a thousand words." We must show
them the practical benefits of digital imaging and what it can do
to improve their lives.
The digital camera market is essentially a first-time buyers'
market, and we see the digital camera market continuing to grow
dramatically this year, mostly with consumers purchasing cameras in
the $100-$300 range. That's good news in a year of economic
uncertainty. But what can we do better to really drive digital
imaging into the mainstream, to make consumers as comfortable with
digital imaging as they are with traditional photography?
We believe there are four steps to mainstream consumer
acceptance:
• Step One - Education
Manufacturers need to better explain what digital imaging is and
the fun and exciting things consumers can do with digital cameras.
Our new ad campaign, "Do You Speak Fuji?" focuses on that theme and
earlier this year we launched our FinePix "Picture of America" Tour
- an interactive mobile demonstration vehicle designed to educate
consumers firsthand on the fun and ease of digital imaging. Our
simple, complete four-step digital imaging process - "Shoot, Store,
Print, Share" - sums up what digital imaging is all about. It turns
digital picture-takers into digital picture-makers.
• Step Two - High-quality prints
We must provide consumers with the same high-quality prints from
digital that they have come to expect from film. Toward that end,
Fujifilm continues to refine our manufacturing processes as one of
the only digital camera companies that manufactures all of the key
components - both optics and electronics - for our digital
cameras.
• Step Three - Make it easy to get digital prints
Our own research has shown that many digital camera users would
consider printing digital photos at retail if a service comparable
to one-hour film processing were offered. Manufacturers need to
make getting a digital print as simple as getting a traditional
print, and we need to make it easy for retailers to get into the
digital processing business.
We started on this road with the invention of the first digital
minilab. Today, Fujifilm offers both consumers and retailers a
complete choice of photographic, digital and online service
options. Fujifilm's strategy to provide our retail partners with
their own branded online photo sites or with photo processing
services remains sound - just ask Wal-Mart, Ritz Camera or
MSN.com.
• Step Four - Make digital imaging easy and fun
We must make digital cameras "dummy proof," so that they can be
picked up out of the box and used immediately - without reading the
instruction manual.
In addition to making cameras simple to operate, we must solve
image transfer problems and make computer connectivity easier. For
example, Fujifilm created a USB cradle on our FinePix 6800 ZOOM and
4800 ZOOM cameras to enable direct computer connection for image
transfer, Internet videoconferencing and recharging the
battery.
We also recently expanded our relationship with Microsoft based on
a shared core belief - that ease of use and fun are the key to
widespread acceptance of digital photography. That's why our
digital cameras will be plug and play compatible with Microsoft's
Windows XP, a system that will offer digital newcomers an extremely
simple and intuitive way for storing, sharing and ordering prints
of digital images.
We're really excited about the potential growth of the digital
imaging market. And Fujifilm believes that we will succeed, if we
stay true to the following formula:
• Give people a choice in how they take and share images -
with film or digitally; with a point and shoot or multi-featured
camera; via print or e-mail; online, at home or at the store;
and
• Give people quality - whether that's a great image, a great
print or just a fun and easy experience taking pictures.
Fuji Photo Film U.S.A., Inc.
Eastman Kodak
2001 Brings Challenges, New Opportunity; Marks Growth of Infoimaging
What a difference a year makes! The pace of change in the photography industry has never been greater, and this year surprised even the most visionary.
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