Success with Gen Y will ultimately happen when labs are able to market the total experience. Gen Y wants the experience to be personal; they want it to be professional. Again, they want it to tell a story of what they have achieved in life. They want control. They respond to products that allow them to make a statement about their identity, to connect with their peers and community, and to use digital at the back end with the fullest capability it has provided them at the front end. Output must become as compelling and innovative as the digital experience is for Gen Y in their world of cell phones, blogs, MP3s and PS2. It's up to labs-and photographers-to provide this response.
Ed Monahan is the worldwide strategy director, Professional Output Business, Eastman Kodak Company.