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Retail Industry

Photo industry focuses message on tech-generation teens

DSN Retailing Today, March 5, 2001 by Jennifer Libbin

ORLANDO -- Gains in Gen Y-oriented product and a surge in in-store photo kiosks are just the latest signs that teen marketing and digital imaging are taking the photo industry by storm.

As the $25 billion photo industry expands, it's only logical that manufacturers are marketing to teens. After all, no demographic is more in tune with state-of-the-art applications in technology.

Though Polaroid has been focusing on teens for the last few years with their instant print cameras, Kodak, Vivitar and Konica are now joining in by introducing digital cameras paired with MP3 players.

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Nancy Carr, vp of digital and applied imaging at Kodak, told DSN Retailing Today at the recent Photo Marketing Association's annual convention in Orlando that Kodak's new mc3 is geared toward Gen Y and "Web kids" as it combines a still digital camera with a MP3 player and goes the extra mile to include digital video capabilities. The mc3 will be shipped with two price points beginning mid-March. The $229 price point is a 16MB camera/music player; a $299 version is available with 64MB of memory. Both versions are as compact as the average pocket camera.

Much along the same lines comes Konica's E-Mini-M. This version only offers as till digital camera with MP3 capabilities, though it retails for slightly less at $200. Vivitar's Vivicam 2795 retails for $200 as well and is a still digital camera with a MP3 player. In addition, the Vivicam will play wave formats and take video clips at 2 pictures per second.

Cannon is providing a new per second concept in camera design with its line of limited edition ELPH APS cameras. The line debuted with two models, the ELPH Sunshine and ELPH Glacier, which are essentially just new shells for the old model. The Sunshine camera is circular in shape and colored orange and silver, while the Glacier has a more modest look with a silver-colored base and green grip. Only 5,000 cameras of each model will be available in the United States. Six additional cameras will be introduced to the line. According to Canon, the Sunshine and Glacier concept cameras represent a commitment to the APS format, which hasn't caught on with consumers as expected. Though the cameras are sleek in design, the SRP is a bit high and lists for $230.

Fuji continues to focus on teens and has enhanced its QuickSnap Colors one-time-use cameras. The bright iMac colored cameras are popular with teens, according to Lori Robinson, spokeswoman for Fuji, who says many teens use the QuickSnaps as their main camera. Target has decided to display the new line; according to Fuji, the retailer will carry the line with Fuji's original colors rather than have the photo company produce a line that corresponds with its color scheme.

Polaroid's focus on teen consumers has been clear for awhile now, though the company has introduced new products for the youngsters. The popular I-Zone camera offers a new design with the option of changing the color faceplates on the I-Zone Convertible. According to Jeff Walker of Polaroid, the camera is targeted for ages 11 and 17, and it mimics the changeable faceplate Nokia introduced for its cellular phones. The Polaroid I-Zone Digital and Instant Combo Camera allows tech-savvy teens who liked the original IZone access to digital photography. SRP for the combo is $99.99. Though the I-Zones are appealing to teens, the small inch by inch-and-a-half prints have little use, so Polaroid introduced its I-Zone Webster. The portable mini-scanner is shaped like the handle of a gear shift and fits in the palm of your hand to scan I-Zone pictures or other small objects.

Though teens are making a big impact in the photo industry, many companies are devoting time and energy toward digital camera owners. Quality is important to picture takers, and digital printing in the home continues to take a big chunk out of the consumer's pocket with the cost of papers and ink cartridges. In-store kiosks that allow the consumer to do touch-ups and reprints of their digital images are hot. Sony has introduced a line of kiosks in the company's new Print by Sony campaign.

Depending on the system a company chooses, consumers can do their own footwork or have the photo lab process the images. Sony's Digital Photofinishing allows prints to be made from a Memory Stick, floppy, CD, PC Card or even CompactFlash and SmartMedia. The system will make 4-in.-by-6-in., 5-in.-by-7-in. and 8-in.-by-10in. prints from the consumer's digital images. The self-service solution needs no dedicated operators, allowing the customer to take complete control. Depending on the unit purchased, customers can pay for the prints at the kiosk. Phil Cathcart of Sony told DSN Retailing Today that one printer and one kiosk will cost the buyer approximately $15,000.

Fuji's Aladdin DigiCam Picture Center is similar and offers many options the buyer can choose from based on the company's needs. This system too reads most digital camera, memory, including SmartMedia, CompactFlash and PC Cards, as well as media from PC Card Adapters. Each kiosk can take on about any physical appearance preferred and can display the company's logo or current advertisement. Companies such as Fred Meyer showed great interest in these self-serve kiosks at the PMA Show.

Retail Industry

Photo industry focuses message on tech-generation teens

DSN Retailing Today, March 5, 2001 by Jennifer Libbin

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