Digital Imaging A Consumer+Driven Approach PMA@CES 2013
PMA@CES 2013 Session: A consumer-driven approach
Jan 15, 2015
In the analog age and the first years of the digital, retailers defined how and where consumers could get prints from their photos. Using Minilabs in stores or kiosk systems were the favorite approaches in the US and Australia. In Europe Minilabs and Desktop Clients were popular.
In the last several years, the control of what and where images will be distributed and printed migrated away from the retailers to the consumer. The consumer today has many possibilities to share his memories: Online, Desktop, Kiosk, Mobile and Social platforms like Facebook and Instagram have become extremely popular.
Additionally, consumers differentiate more from each other than they used to. In the past a consumer had a compact camera or a DSLR. Now, ILC cameras for Prosumers and the most common way to take photos - the camera phone - provide a wider range of knowledge, experience and possibilities for the consumer to take and share images. But most existing photo software does not respect these differences. The situation is similar to people having only one solution for text processing and aren;t given the choice between Word, Adobe Pagemaker, QuarkExpress and iBooks Author. Software must provide solutions that fit the needs of a specific focus group. A single solution does not fit all situations.
In the last several years, the control of what and where images will be distributed and printed migrated away from the retailers to the consumer. The consumer today has many possibilities to share his memories: Online, Desktop, Kiosk, Mobile and Social platforms like Facebook and Instagram have become extremely popular.
Additionally, consumers differentiate more from each other than they used to. In the past a consumer had a compact camera or a DSLR. Now, ILC cameras for Prosumers and the most common way to take photos - the camera phone - provide a wider range of knowledge, experience and possibilities for the consumer to take and share images. But most existing photo software does not respect these differences. The situation is similar to people having only one solution for text processing and aren;t given the choice between Word, Adobe Pagemaker, QuarkExpress and iBooks Author. Software must provide solutions that fit the needs of a specific focus group. A single solution does not fit all situations.
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Transcript
- 1. PMA@CES"2013Digital'Imaging' A"Consumer+Driven"Approach
2. In'the'Beginning We were starting out to make photography an everyday affair, to make the camera as convenient as the pencil. - George Eastman 3. A'Time'of'Change 4. The'Past 5. The'Revolu8on'in'Imaging 6. The'Revolu8on'in'DevicesSource. NBC News 7. The'Revolu8on'in'Sharing Sharing'isnt' prin8ng'anymoreFacebook:' 219'Billion'photos Flickr:' 6'Billion'photos Instagram:' 1'Billion'Photos Library'of'Congress:' 13.4'Million'photos Prin8ng'is'no' longer'with'classic' retail'chains,'it' happens'more' with'ShuAery'&' others 8. Todays'World 9. PresentMethods for ordering photo prints and books with smartphone photos Transferred to kiosk, ordered from kiosk 8% 40%photo books (n=50)42% 6%Uploaded to photo product website, ordered from computer25% 29%photo prints (n=229)33%Ordered directly from smartphone10% 0%Transferred to computer, ordered from computer20%40%60%Source: Suite48A: Creating & Ordering Photo Products with Mobile Devices, Nov 2012 10. Present Ever ordered photo products - differences by gender No, never ordered photo products Yes, through a kiosk for next day pickup or home deliveryFemale (n=354)Yes, through a kiosk for same day pickup Yes, through photo ordering program on computerMale (n=423)Yes, through a social media website Yes, through a photo website 0%20%40%60%80%Source: Suite48A: Creating & Ordering Photo Products with Mobile Devices, Nov 2012 11. Present What did you most often do with the photo products containing smartphone photos? I used them myself to retain my photos for the futurephoto books (n=50)12% 12%I used them myself to display my photos elsewhere I used them myself to display my photos at home22%I gave them to a family member who doesn't live with me19%I gave them to a friend who doesn't live with mephoto prints (n=229) 34%30%8% 11%I gave them to a member of my household26% 18% 0%10%20%30%40%Source: Suite48A: Creating & Ordering Photo Products with Mobile Devices, Nov 2012 12. PresentSource: The 6Sight Social Imaging Survey, March 2012 13. Present'&'Future Print'Products'US Billions'US$Image'Prints'US Billions 14. FutureSource: Suite48A: Creating & Ordering Photo Products with Mobile Devices, Nov 2012 15. Is this really the best strategy? 16. Is it getting worse? 17. How'can'retail'react?Listen'to'the'consumer Who,'Why,'Where,'How,'What 18. Who There'is'more'than'one'kind'of'consumer 'I'want'to'preserve'my'memories'Consumer 'I'want'to'share'my'story'Consumer 'I'want'to'give'a'personal'giY'Consumer Photographer/Photo'Studio Teens Digital'Mom Grandparents ... 19. Dont'sell' photo'products!Why Why any method for ordering photo products with smartphone photos? (n=274) Instead,'sell']12% Convenient'giY giving Sharing'with'family'&' friendswas the easiest to learn9%is the fastest is the cheapest15% 58%is the most convenient is the safest Other (please specify) Saving'8me Preserving'memoriesSource: Suite48A: Creating & Ordering Photo Products with Mobile Devices, Nov 2012 20. WhereSource: The Conversation Prism (http://www.theconversationprism.com) 21. How Mobile'AppsDesktop'ClientsOnline'Clients?Social'AppsKioskMore'to'come' (E]Mail,'Camera'Apps,'TV?) 22. How OnlineDesktopQuick Ordering Creativity Focus Group (Preserve my (Tell a Story) memories)MobileSocialKioskConvenience (Quick and easy for gifts and greetings)Convenience (Quick and easy for gifts or archiving)Convenience (during Shopping)Time spent by Consumer5-15min2-3 hours (over weeks)2-3min2-3min10 minOrder VolumeMediumHighGrowingGrowingMediumOrder RevenueMediumHighGrowingGrowingLowCustomer LoyaltyLowHighMediumLow to HighHigh 23. What'can'Retailers'do? 24. Build'a'Social'Ecosphere Buy'Social'Imaging ProductsInvite' FriendsUse'Content of'Social'NetworksSharing'and' Collabora8ve Photobook' ProjectsUpload' Photobook Project 25. Listen'to'the'consumer Surveys,'Feedback'Channel,'Social'Media' Monitoring'or'start'listening'to'consumers' and'follow'their'sugges8on 26. In'the'last'12'monthsFor'5'yearsBuild'Loyalty 27. Oer'Op8onsSell'Saving'8me'instead'of'products' with'themesAllow'new'types'of'personalisa8on 28. Generate emotions 29. More'revenue' with Cross]SellingPlas8c'Frame Metal'FrameMore'revenue'with Up]Selling'&'Value]Add'Products 30. "How the industry responds to these opportunities will define its success or failure over the next few years Infotrends Road Map 2013: Photo Merchandise Trends 31. Thank'you'for'listening!www.ecce-terram.comwww.ecce-terram.dewww.ecce-terram.co.nz@ecceterram, @ecceterramus, @ecceterramnz www.facebook.com/ecceterram www.linkedin.com/companies/ecce-terram
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