Kodak Chronicles H I S T O R Y • A R T • F I L M • C U LT U R E
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Published By : Beacon Random Publication House (507) 373-7119 1610 177A Bleecker Street, NewYork City (NY), 56007 Content are mostly written by the author and most images are taken from sources like Google Images and internet. All rights reserved. No part of the publication may be reproduced, transmitted, or stored in a retrieval system, in any form by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the publisher. First impression 2020 09 8 7 6 The moral right of author has been asserted.
Kodak Chronicles
This book is sold subject to condition that it shall not, by way of trade or therwise, be lent, resold, hired out, or otherwise circulated, without the publisher’s prior consent, in any form of binding or cover than that in which it is published.
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Published By : Beacon Random Publication House (507) 373-7119 1610 177A Bleecker Street, NewYork City (NY), 56007 Content are mostly written by the author and most images are taken from sources like Google Images and internet. All rights reserved. No part of the publication may be reproduced, transmitted, or stored in a retrieval system, in any form by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the publisher. First impression 2020 09 8 7 6 The moral right of author has been asserted.
Kodak Chronicles
This book is sold subject to condition that it shall not, by way of trade or therwise, be lent, resold, hired out, or otherwise circulated, without the publisher’s prior consent, in any form of binding or cover than that in which it is published.
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Preface
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Kodak is an American company popularly known for making printing machines, films, camera, etc. It was once a market leader, but with the disruptive technological innovations happening in 21st century, and big players entering the market, the company suffered huge distress and even faced bankruptcy in 2013. This case gives an insight about the company’s downfall and it’s comeback to market in 2016-17, with newer strategies, which may be effective in getting back the brand value they once had.
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Preface
4
Kodak is an American company popularly known for making printing machines, films, camera, etc. It was once a market leader, but with the disruptive technological innovations happening in 21st century, and big players entering the market, the company suffered huge distress and even faced bankruptcy in 2013. This case gives an insight about the company’s downfall and it’s comeback to market in 2016-17, with newer strategies, which may be effective in getting back the brand value they once had.
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CONTENTS 6
INTRODUCTION
8-19
HISTORY OF KODAK
20-43
PRODUCTS AND SERVICES
44-55
TIMELINE
56-73
MISSED MOMENTS
74-87
DIGITAL DECLINE
88-99
CONCLUSION
100-105
BIBLIOGRAPHY
106-109
7
CONTENTS 6
INTRODUCTION
8-19
HISTORY OF KODAK
20-43
PRODUCTS AND SERVICES
44-55
TIMELINE
56-73
MISSED MOMENTS
74-87
DIGITAL DECLINE
88-99
CONCLUSION
100-105
BIBLIOGRAPHY
106-109
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INTRODUCTION
8
9
INTRODUCTION
8
9
Importance of Camera A camera, by the most basic of definitions,
A picture is worth a thousand words. Photos
The camera helps to
captures still photographs or video, either on
and videos taken with cameras are used to
create
film or digitally. The importance of the camera
communicate, to tell stories. The camera was and
memories of historical
is not in the device itself, but in what it produces.
is a tool or war, used to capture events or people.
and/or
Photographs and video have become vital to
It is also a tool of everyday lives, just browse an
value.
communication, education and preservation of
album on Facebook and you’ll have “read” a kind
photographs of notable
history.
of story.
moments from
and
preserve
sentimental Famous and
events
history
were
made possible by the camera.
Every
day
babies are born, people get married, and all of it is documented with cameras, a source of helping us remember our past. The camera is a valuable source to preserve history
Two kids using the Kodak camera
10
Construction of Eiffel tower and creating history
11
Importance of Camera A camera, by the most basic of definitions,
A picture is worth a thousand words. Photos
The camera helps to
captures still photographs or video, either on
and videos taken with cameras are used to
create
film or digitally. The importance of the camera
communicate, to tell stories. The camera was and
memories of historical
is not in the device itself, but in what it produces.
is a tool or war, used to capture events or people.
and/or
Photographs and video have become vital to
It is also a tool of everyday lives, just browse an
value.
communication, education and preservation of
album on Facebook and you’ll have “read” a kind
photographs of notable
history.
of story.
moments from
and
preserve
sentimental Famous and
events
history
were
made possible by the camera.
Every
day
babies are born, people get married, and all of it is documented with cameras, a source of helping us remember our past. The camera is a valuable source to preserve history
Two kids using the Kodak camera
10
Construction of Eiffel tower and creating history
11
First thought When we talk about camera the first thing that comes to ones mind is the Eastman Kodak Company, known around the world as Kodak, is an American imaging company that began in the 19th century as an innovator of photography. Incorporated in New Jersey, the corporation was founded in 1888 by George Eastman in Rochester, New York, where its headquarters are located today. The company is known for creating a consumer market for amateur photography and pioneering the technology that allowed Hollywood movies to be filmed. It is also responsible for easy-toshoot home movies and the introduction of digital photography.
Advertisement of Kodak turret camera
Left: Kodak Headquarters in Rochester, New York
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First thought When we talk about camera the first thing that comes to ones mind is the Eastman Kodak Company, known around the world as Kodak, is an American imaging company that began in the 19th century as an innovator of photography. Incorporated in New Jersey, the corporation was founded in 1888 by George Eastman in Rochester, New York, where its headquarters are located today. The company is known for creating a consumer market for amateur photography and pioneering the technology that allowed Hollywood movies to be filmed. It is also responsible for easy-toshoot home movies and the introduction of digital photography.
Advertisement of Kodak turret camera
Left: Kodak Headquarters in Rochester, New York
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First Camera A natural phenomenon, known as camera obscura
Although the camera
or pinhole image, can project a (reversed) image
obscura
through a small opening onto an opposite surface.
known
This principle may have been known and used in
times, it didn’t really
prehistoric times. The earliest known written record
have a practical purpose
of the camera obscura is to be found in Chinese
until the Renaissance
writings by Mozi, dated to the 4th century BCE.
came along. In the field of
art
concept since
was
ancient
history,
some
historians even claim, controversially, some famous
of
the
that most
Renaissance
painters used camera obscura to trace scenes before painting them.
Camera obscura found by Mozi in 4th century BC.
14
The Music Lesson painting by Johannes Vermeer in 1665
15
First Camera A natural phenomenon, known as camera obscura
Although the camera
or pinhole image, can project a (reversed) image
obscura
through a small opening onto an opposite surface.
known
This principle may have been known and used in
times, it didn’t really
prehistoric times. The earliest known written record
have a practical purpose
of the camera obscura is to be found in Chinese
until the Renaissance
writings by Mozi, dated to the 4th century BCE.
came along. In the field of
art
concept since
was
ancient
history,
some
historians even claim, controversially, some famous
of
the
that most
Renaissance
painters used camera obscura to trace scenes before painting them.
Camera obscura found by Mozi in 4th century BC.
14
The Music Lesson painting by Johannes Vermeer in 1665
15
Invention of photography It wasn’t until approximately 1816 that an
it could effectively capture the scene. The only
actual photograph was made. The person
problem, though, was that it was impossible to
who took invented photography and took the
remove the remaining unexposed silver chloride.
first photograph was t, a French inventor who
This eventually caused the entire image to go
developed heliography. Using a small camera he
black.
made himself and a silver chloride-coated piece of paper, he was able to capture an image. As silver chloride darkens when exposed to light,
The camera invented by Nicéphore Niepcé in 1816 First ever photograph taken by Niepcé in 1816
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Invention of photography It wasn’t until approximately 1816 that an
it could effectively capture the scene. The only
actual photograph was made. The person
problem, though, was that it was impossible to
who took invented photography and took the
remove the remaining unexposed silver chloride.
first photograph was t, a French inventor who
This eventually caused the entire image to go
developed heliography. Using a small camera he
black.
made himself and a silver chloride-coated piece of paper, he was able to capture an image. As silver chloride darkens when exposed to light,
The camera invented by Nicéphore Niepcé in 1816 First ever photograph taken by Niepcé in 1816
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Daguerreotype After Niepcé’s death, his partner Louise Daguerre managed to figure out the world’s first photographic process in 1833. Using a sheet of copper plated with silver and treated with iodine vapor, he was able to permanently capture an image. He called his invention a daguerreotype. It became publicly available in 1839.
The camera invented by Louise Daguerre First picture to properly feature humans taken by Louise Daguerre in 1838
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Daguerreotype After Niepcé’s death, his partner Louise Daguerre managed to figure out the world’s first photographic process in 1833. Using a sheet of copper plated with silver and treated with iodine vapor, he was able to permanently capture an image. He called his invention a daguerreotype. It became publicly available in 1839.
The camera invented by Louise Daguerre First picture to properly feature humans taken by Louise Daguerre in 1838
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HISTORY OF KODAK
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HISTORY OF KODAK
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George Eastman George Eastman’s story is one of rags to riches.
He spent the next five years working for
His focus suddenly shifted when his friend invited
Eastman was born in 1854 in Waterville, New York.
an insurance company, but after studying
him to go with him on vacation to Santo Domingo.
He was the youngest of three children. He moved
accounting, he began working at the Rochester
His friend suggested that he take along a camera
to Rochester when he was five where his dad
Savings Bank.
to photograph the landscapes. This was easier said
founded Eastman Commercial College. His father
than done. Camera equipment at this time was a
died unexpectedly a few years later, and Eastman
cumbersome collection of plate holders, a tripod,
had to quit school to work and help his mother
water containers, chemicals, and dark tents. It has
financially.
been compared to a microwave sitting on a tripod. Eastman assembled what equipment he had, but it was weighty and bulky to pack. Eastman backed out of the trip, but this experience made him determined to design a simpler way to take pictures.
George Eastman portrait
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George Eastman trying out the Kodak camera
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George Eastman George Eastman’s story is one of rags to riches.
He spent the next five years working for
His focus suddenly shifted when his friend invited
Eastman was born in 1854 in Waterville, New York.
an insurance company, but after studying
him to go with him on vacation to Santo Domingo.
He was the youngest of three children. He moved
accounting, he began working at the Rochester
His friend suggested that he take along a camera
to Rochester when he was five where his dad
Savings Bank.
to photograph the landscapes. This was easier said
founded Eastman Commercial College. His father
than done. Camera equipment at this time was a
died unexpectedly a few years later, and Eastman
cumbersome collection of plate holders, a tripod,
had to quit school to work and help his mother
water containers, chemicals, and dark tents. It has
financially.
been compared to a microwave sitting on a tripod. Eastman assembled what equipment he had, but it was weighty and bulky to pack. Eastman backed out of the trip, but this experience made him determined to design a simpler way to take pictures.
George Eastman portrait
22
George Eastman trying out the Kodak camera
23
In the Beginning
The Eastman Company initial office
24
The history of Kodak starts with the Eastman Dry
Inventors Hannibal Goodwin and Emile Reynaud
Plate Company, where owner George Eastman
were making advances in photographic technology
created single-shot sheets of paper covered in
on their own. They former designed a transparent
photographic emulsion. William Walker, who was
nitrocellulose film base in 1887, while the latter
also an expert in photography, started working for
perforated nitrocellulose film. In 1889, Eastman
Eastman in 1883. The two men invented a holder
combined all of these ideas to invent the first mass-
for a roll of the company’s photo plates in 1885.
produced rolls of transparent photographic film.
First transparent photographic films by Kodak
25
In the Beginning
The Eastman Company initial office
24
The history of Kodak starts with the Eastman Dry
Inventors Hannibal Goodwin and Emile Reynaud
Plate Company, where owner George Eastman
were making advances in photographic technology
created single-shot sheets of paper covered in
on their own. They former designed a transparent
photographic emulsion. William Walker, who was
nitrocellulose film base in 1887, while the latter
also an expert in photography, started working for
perforated nitrocellulose film. In 1889, Eastman
Eastman in 1883. The two men invented a holder
combined all of these ideas to invent the first mass-
for a roll of the company’s photo plates in 1885.
produced rolls of transparent photographic film.
First transparent photographic films by Kodak
25
When it came to business, Eastman’s approach was simple. Known as the “razor and blade strategy,” Eastman sold inexpensive cameras throughout the history of Kodak. Then, he counted on the sales of consumables, such as film, chemicals, and paper, to generate massive profits. This strategy proved successful.
Surprisingly, Eastman did not invent the 35mm film used in the motion picture industry. That innovation is credited to long-time tinkerer Thomas Edison, who decided to trim 40mm filmstock while working with Eastman in 1892.
Right: George Eastman with Thomas Edison trying out motion camera in 1892
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When it came to business, Eastman’s approach was simple. Known as the “razor and blade strategy,” Eastman sold inexpensive cameras throughout the history of Kodak. Then, he counted on the sales of consumables, such as film, chemicals, and paper, to generate massive profits. This strategy proved successful.
Surprisingly, Eastman did not invent the 35mm film used in the motion picture industry. That innovation is credited to long-time tinkerer Thomas Edison, who decided to trim 40mm filmstock while working with Eastman in 1892.
Right: George Eastman with Thomas Edison trying out motion camera in 1892
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Strange Brand Name The choice of the company name is a big part of Kodak’s history. In 1888, Eastman dubbed his new company, “Eastman Kodak.” Though it sounds like an early merger occurred, “Kodak” is nothing more than a hard-sounding word that Eastman liked enough to trademark.
“The letter ‘K’ had been a favorite with me — it seemed a strong, incisive sort of letter.”
Eastman and his mother used an anagram set to find the right-sounding “K” word. His only criteria was that the name should be short, easy to pronounce, and not bear any resemblance to names that already existed.
Left: George Eastman’s ideology behind the brand name as Kodak
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Strange Brand Name The choice of the company name is a big part of Kodak’s history. In 1888, Eastman dubbed his new company, “Eastman Kodak.” Though it sounds like an early merger occurred, “Kodak” is nothing more than a hard-sounding word that Eastman liked enough to trademark.
“The letter ‘K’ had been a favorite with me — it seemed a strong, incisive sort of letter.”
Eastman and his mother used an anagram set to find the right-sounding “K” word. His only criteria was that the name should be short, easy to pronounce, and not bear any resemblance to names that already existed.
Left: George Eastman’s ideology behind the brand name as Kodak
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29
Original Kodak Cameras Once Eastman trademarked the name Kodak, he
He would load them with new film and develop
Eventually, the original camera was replaced with a
released his first Kodak Camera in 1888. It came
the used roll. The Kodak Camera was so simple
collapsible model that required nitrocellulose film;
preloaded with a roll of paper film that had
to use that it created the new hobby of amateur
and in 1897, pocket-sized camera was marketed.
the capability to shoot 100 photographs. Once
photography.
However, Eastman’s crowning glory would come in
finished, customers would send Eastman back
the form of The Brownie, a cardboard camera that
their cameras.
sold for only one dollar—an invention that would overtake the market in massive proportions.
First Original Kodak camera which was released in 1888
30
Pocket sized camera by Kodak in 1897
31
Original Kodak Cameras Once Eastman trademarked the name Kodak, he
He would load them with new film and develop
Eventually, the original camera was replaced with a
released his first Kodak Camera in 1888. It came
the used roll. The Kodak Camera was so simple
collapsible model that required nitrocellulose film;
preloaded with a roll of paper film that had
to use that it created the new hobby of amateur
and in 1897, pocket-sized camera was marketed.
the capability to shoot 100 photographs. Once
photography.
However, Eastman’s crowning glory would come in
finished, customers would send Eastman back
the form of The Brownie, a cardboard camera that
their cameras.
sold for only one dollar—an invention that would overtake the market in massive proportions.
First Original Kodak camera which was released in 1888
30
Pocket sized camera by Kodak in 1897
31
The Twentieth Century The 20th century is the time in the history of
Kodak invested a great deal of its profit into
Kodak when its popularity and profits soared.
research and development, and it developed its
From 1900 to 1930, everyone was enamored with
famed Kodachrome film in 1935. Kodachrome,
the concept of taking pictures. Kodak enjoyed
the first successful color film on the market, was
massive profits, and on July 18, 1930, it was quickly
available in multiple formats, including 8mm,
added to the Dow Jones Industrial Average index,
16mm, and 35mm. It enabled beautifully colored
where it remained until it was delisted in 2004.
magazine photos and colored motion pictures.
Kodak was also smart enough to involve itself in
Throughout Kodak’s history, it introduced several
the printing process of photos as well, and it made
camera models, including the Retina Series 35mm
a large profit specifically from film development
Camera in 1949, which remained a popular staple
alone. The company was instrumental in developing
until 1956. Then in 1959, the first automatic Brownie
color-separated, high-quality printing throughout
camera, The Starmatic, was brought to market, and
the 1950s and 1960s.
it sold 10 million units within the first 5 years. By 1963, the Instamatic camera was introduced, and it became popular as a point-and-shoot model that was easy to load.
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33
The Twentieth Century The 20th century is the time in the history of
Kodak invested a great deal of its profit into
Kodak when its popularity and profits soared.
research and development, and it developed its
From 1900 to 1930, everyone was enamored with
famed Kodachrome film in 1935. Kodachrome,
the concept of taking pictures. Kodak enjoyed
the first successful color film on the market, was
massive profits, and on July 18, 1930, it was quickly
available in multiple formats, including 8mm,
added to the Dow Jones Industrial Average index,
16mm, and 35mm. It enabled beautifully colored
where it remained until it was delisted in 2004.
magazine photos and colored motion pictures.
Kodak was also smart enough to involve itself in
Throughout Kodak’s history, it introduced several
the printing process of photos as well, and it made
camera models, including the Retina Series 35mm
a large profit specifically from film development
Camera in 1949, which remained a popular staple
alone. The company was instrumental in developing
until 1956. Then in 1959, the first automatic Brownie
color-separated, high-quality printing throughout
camera, The Starmatic, was brought to market, and
the 1950s and 1960s.
it sold 10 million units within the first 5 years. By 1963, the Instamatic camera was introduced, and it became popular as a point-and-shoot model that was easy to load.
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Kodak had the majority market share of the photography industry by the close of the 1960s. The company had over $4 billion in sales and 100,000 employees. Kodak was even responsible for the film of John Glenn’s orbit of Earth in 1962 and the first ever photo of the planet Earth taken from space in 1966.
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Kodak had the majority market share of the photography industry by the close of the 1960s. The company had over $4 billion in sales and 100,000 employees. Kodak was even responsible for the film of John Glenn’s orbit of Earth in 1962 and the first ever photo of the planet Earth taken from space in 1966.
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In 1976, Kodak released the Kodamatic, an instant picture camera, as a rival to Polaroid.
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In 1976, Kodak released the Kodamatic, an instant picture camera, as a rival to Polaroid.
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Digital Technology Back in 1975, Steven Sasson, a Kodak engineer,
The 50% green, 25% red, and 25% blue filter
By
1979,
Kodak
created the first charge-coupled device (CCD)
transferred over to digital photography, and
researchers created the
image sensor. The sensor had a resolution of
nearly all digital sensor uses an RGB Bayer filter
first
10,000 pixels or 0.1 megapixels. Then, in 1976, Kodak
for capturing images.
light
efficient emitting
organic diodes
researcher Bryce Bayer invented the Bayer color
(OLED), which after 20
filter array, which described the arrangement of
years
color dyes on a piece of film.
research were put into
of
continuous
use in 1999, which is when Kodak teamed up with Sanyo to produce the first OLED display. In 1986, they invented the
first
camera-size
megapixel sensor, and by 1991, it developed the first digital SLR camera, which was essentially a modified Nikon F3 with a 1.3-megapixel sensor.
Steve Sasson’s first chargedcoupled device in 1975
38
First SLR camera, a modified Nikon F3 in 1991
39
Digital Technology Back in 1975, Steven Sasson, a Kodak engineer,
The 50% green, 25% red, and 25% blue filter
By
1979,
Kodak
created the first charge-coupled device (CCD)
transferred over to digital photography, and
researchers created the
image sensor. The sensor had a resolution of
nearly all digital sensor uses an RGB Bayer filter
first
10,000 pixels or 0.1 megapixels. Then, in 1976, Kodak
for capturing images.
light
efficient emitting
organic diodes
researcher Bryce Bayer invented the Bayer color
(OLED), which after 20
filter array, which described the arrangement of
years
color dyes on a piece of film.
research were put into
of
continuous
use in 1999, which is when Kodak teamed up with Sanyo to produce the first OLED display. In 1986, they invented the
first
camera-size
megapixel sensor, and by 1991, it developed the first digital SLR camera, which was essentially a modified Nikon F3 with a 1.3-megapixel sensor.
Steve Sasson’s first chargedcoupled device in 1975
38
First SLR camera, a modified Nikon F3 in 1991
39
Unfortunately, for the first time in Kodak’s
While Kodak did create and market the first digital
history, it could not keep up the momentum, and
cameras, it is important to note that it placed all
it eventually lost out to Japanese competitors
of its faith in the analog film market throughout
that mastered digital technology. However, the
the 1970s, 1980s, and the 1990s. Since the business
company used its patented OLED technology
had remained massively profitable throughout its
to create breathtaking digital photo frames
history, it seemed like a sure bet; but the company
throughout the early- and mid-2000s. However,
could not have been more wrong. Once Kodak
due to an unsure market, poor promotion, and
made the digital leap in the commercial market,
sticker shock, Kodak’s early digital cameras were
it was far too late to compete with companies like
less than popular. As such, it sold its OLED assets
Sony and Canon that already claimed their shares.
to the LG corporation in 2009.
Kodak did have moderate success and strong
Kodak then attempted a turnaround strategy
critical acclaim for the user-friendly EasyShare
focusing exclusively on digital photography and
line of digital cameras and printers, but it arrived
digital printing, backed by revenues obtained
in an untimely manner. They saw an unmet
through aggressive patent litigation rooted in
consumer opportunity and developed a system of
“borrowed” digital technologies and concepts.
PC photo-sharing products and services to meet
Unfortunately, this plan failed and Kodak filed for
this unfulfilled niche for customers, but all this
Chapter 11 bankruptcy protection in January 2012.
came too late.
40
41
Unfortunately, for the first time in Kodak’s
While Kodak did create and market the first digital
history, it could not keep up the momentum, and
cameras, it is important to note that it placed all
it eventually lost out to Japanese competitors
of its faith in the analog film market throughout
that mastered digital technology. However, the
the 1970s, 1980s, and the 1990s. Since the business
company used its patented OLED technology
had remained massively profitable throughout its
to create breathtaking digital photo frames
history, it seemed like a sure bet; but the company
throughout the early- and mid-2000s. However,
could not have been more wrong. Once Kodak
due to an unsure market, poor promotion, and
made the digital leap in the commercial market,
sticker shock, Kodak’s early digital cameras were
it was far too late to compete with companies like
less than popular. As such, it sold its OLED assets
Sony and Canon that already claimed their shares.
to the LG corporation in 2009.
Kodak did have moderate success and strong
Kodak then attempted a turnaround strategy
critical acclaim for the user-friendly EasyShare
focusing exclusively on digital photography and
line of digital cameras and printers, but it arrived
digital printing, backed by revenues obtained
in an untimely manner. They saw an unmet
through aggressive patent litigation rooted in
consumer opportunity and developed a system of
“borrowed” digital technologies and concepts.
PC photo-sharing products and services to meet
Unfortunately, this plan failed and Kodak filed for
this unfulfilled niche for customers, but all this
Chapter 11 bankruptcy protection in January 2012.
came too late.
40
41
Kodak Today In February 2012, for the first time in Kodak’s history, the company stated that it would cease all production of digital cameras, pocket video cameras, and digital picture frames and instead concentrate on the digital printing market. While capturing images has been the primary mission throughout Kodak’s history, in recent years, it has become known for high speed commercial inkjet presses, workflow software, and home photo printers. Many of these products are found in offices around the world today.
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43
Kodak Today In February 2012, for the first time in Kodak’s history, the company stated that it would cease all production of digital cameras, pocket video cameras, and digital picture frames and instead concentrate on the digital printing market. While capturing images has been the primary mission throughout Kodak’s history, in recent years, it has become known for high speed commercial inkjet presses, workflow software, and home photo printers. Many of these products are found in offices around the world today.
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PRODUCTS AND SERVICES
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45
PRODUCTS AND SERVICES
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45
46
47
46
47
Graphics Kodak’s graphics business consists of computer to
In CTP, an output device exposes a digital image
plate (CTP) devices, which Kodak first launched
using SQUAREspot laser technology directly to an
in 1995 when the company introduced the first
aluminium surface, which is then mounted onto
thermal CTP to market.
a printing press to reproduce the image. Their graphics portfolio includes front-end controllers, production workflow software, CTP output
Global Technical Services
Kodak’s
Global
Commercial
Technical
Imaging
is
Services focused
(GTS) on
for
selling
service contracts for Kodak products, including the following service categories: field services, customer support services, educational services, and professional services.
devices and digital plates.
48
49
Graphics Kodak’s graphics business consists of computer to
In CTP, an output device exposes a digital image
plate (CTP) devices, which Kodak first launched
using SQUAREspot laser technology directly to an
in 1995 when the company introduced the first
aluminium surface, which is then mounted onto
thermal CTP to market.
a printing press to reproduce the image. Their graphics portfolio includes front-end controllers, production workflow software, CTP output
Global Technical Services
Kodak’s
Global
Commercial
Technical
Imaging
is
Services focused
(GTS) on
for
selling
service contracts for Kodak products, including the following service categories: field services, customer support services, educational services, and professional services.
devices and digital plates.
48
49
Entertainment Imaging and Commercial Film
Kodak’s Entertainment Imaging and Commercial Film group (E&CF) encompasses its motion picture film business, providing motion imaging products (camera negative, intermediate, print and archival film), services and technology for the professional motion picture and exhibition industries.
E&CF also offers Aerial and Industrial Films including KODAK Printed Circuit Board film, and delivers external sales for the company’s component businesses: Polyester Film, Specialty Chemicals, Inks and Dispersions and Solvent Recovery.
Kodak shop with movie cameras
50
Salesman selling Kodak photography equipments
51
Entertainment Imaging and Commercial Film
Kodak’s Entertainment Imaging and Commercial Film group (E&CF) encompasses its motion picture film business, providing motion imaging products (camera negative, intermediate, print and archival film), services and technology for the professional motion picture and exhibition industries.
E&CF also offers Aerial and Industrial Films including KODAK Printed Circuit Board film, and delivers external sales for the company’s component businesses: Polyester Film, Specialty Chemicals, Inks and Dispersions and Solvent Recovery.
Kodak shop with movie cameras
50
Salesman selling Kodak photography equipments
51
Motion picture and TV production
The Kodak company played a role in the invention and development of the motion picture industry. Many cinema and TV productions are shot on Kodak film stocks. The company helped set the standard of 35mm film and introduced the 16mm film format for home movie use and lower budget film.
The home market-oriented 8mm and Super
In 1990, Kodak launched a Worldwide Student
8 formats were also developed by Kodak.
Program working with university faculty
Kodak also entered the professional television
throughout the world to help nurture the future
production video tape market, briefly in the
generation of film-makers. Kodak formed
mid-1980s, under the product portfolio name of
Educational Advisory Councils in the US, Europe
Eastman Professional Video Tape Products.
and Asia made up of deans and chairs of some of the most prestigious film schools throughout the world to help guide the development of their program.
52
53
Motion picture and TV production
The Kodak company played a role in the invention and development of the motion picture industry. Many cinema and TV productions are shot on Kodak film stocks. The company helped set the standard of 35mm film and introduced the 16mm film format for home movie use and lower budget film.
The home market-oriented 8mm and Super
In 1990, Kodak launched a Worldwide Student
8 formats were also developed by Kodak.
Program working with university faculty
Kodak also entered the professional television
throughout the world to help nurture the future
production video tape market, briefly in the
generation of film-makers. Kodak formed
mid-1980s, under the product portfolio name of
Educational Advisory Councils in the US, Europe
Eastman Professional Video Tape Products.
and Asia made up of deans and chairs of some of the most prestigious film schools throughout the world to help guide the development of their program.
52
53
Kodak previously owned the visual effects film
In April 2010, Kodak sold LaserPacific and its
post-production facilities Cinesite in Los Angeles
subsidiaries Laser-Edit, Inc, and Pacific Video, Inc.,
and London and also LaserPacific in Los Angeles.
in April 2010 for an undisclosed sum to TeleCorps
Kodak sold Cinesite to Endless LLP, an independent
Holdings, Inc. Kodak also sold Pro-Tek Media
British private equity house.
Preservation Services, a film storage company in Burbank, California, to LAC Group in October 2013.
Top: Movies by Cinesite
54
55
Kodak previously owned the visual effects film
In April 2010, Kodak sold LaserPacific and its
post-production facilities Cinesite in Los Angeles
subsidiaries Laser-Edit, Inc, and Pacific Video, Inc.,
and London and also LaserPacific in Los Angeles.
in April 2010 for an undisclosed sum to TeleCorps
Kodak sold Cinesite to Endless LLP, an independent
Holdings, Inc. Kodak also sold Pro-Tek Media
British private equity house.
Preservation Services, a film storage company in Burbank, California, to LAC Group in October 2013.
Top: Movies by Cinesite
54
55
TIMELINE
56
57
TIMELINE
56
57
1879
Eastman invented an emulsion-coating machine which enabled him to mass- produce photographic
1890
The first folding Kodak camera was introduced. It could produce 48 four by five-inch pictures.
dry plates. Shortly thereafter, he sailed to England
Advertisements for Kodak cameras now read:
with drawings of the coating machine and obtained
“Seven styles and sizes.�
his first patent.
58
59
1879
Eastman invented an emulsion-coating machine which enabled him to mass- produce photographic
1890
The first folding Kodak camera was introduced. It could produce 48 four by five-inch pictures.
dry plates. Shortly thereafter, he sailed to England
Advertisements for Kodak cameras now read:
with drawings of the coating machine and obtained
“Seven styles and sizes.�
his first patent.
58
59
1895
The Pocket KODAK Camera was announced. The first to be made, in part, of aluminum, it utilized
The first of the famous BROWNIE Cameras was introduced. It sold for one dollar and used film
roll film and incorporated a little window through
which sold for 15 cents a roll. For the first time, the
which
hobby of photography was within the financial
posi-
tioning
numbers
exposures could be read.
60
1900
for
successive
reach of almost everyone.
61
1895
The Pocket KODAK Camera was announced. The first to be made, in part, of aluminum, it utilized
The first of the famous BROWNIE Cameras was introduced. It sold for one dollar and used film
roll film and incorporated a little window through
which sold for 15 cents a roll. For the first time, the
which
hobby of photography was within the financial
posi-
tioning
numbers
exposures could be read.
60
1900
for
successive
reach of almost everyone.
61
1908
Eastman Kodak Company produced the world’s first commercially practical safety film. Its base was
1913
Professional photographers no longer had to use cumbersome glass plates. The introduction of
made of cellulose acetate, a great improvement
EASTMAN Portrait Film began a transition to the
over the highly flammable cellulose nitrate.
use of sheet film. A specially wrapped dental x-ray
The forerunner of Kodak (Australasia) Pty., Ltd.,
film was placed on the market.
was formed for the manufacture and sale of photographic products.
62
63
1908
Eastman Kodak Company produced the world’s first commercially practical safety film. Its base was
1913
Professional photographers no longer had to use cumbersome glass plates. The introduction of
made of cellulose acetate, a great improvement
EASTMAN Portrait Film began a transition to the
over the highly flammable cellulose nitrate.
use of sheet film. A specially wrapped dental x-ray
The forerunner of Kodak (Australasia) Pty., Ltd.,
film was placed on the market.
was formed for the manufacture and sale of photographic products.
62
63
1914
The first autographic cameras and films were introduced. They allowed the pho- tographer to write identifying information on the film at
1916
The company marketed the first camera equipped with a coupled range finder. It was the No. 3A Autographic KODAK Special Camera.
the time a picture was taken. Company medical services were expanded into a full medical department. A sixteen-story office building, the company’s present administrative headquarters, was completed at 343 State Street, Rochester.
64
65
1914
The first autographic cameras and films were introduced. They allowed the pho- tographer to write identifying information on the film at
1916
The company marketed the first camera equipped with a coupled range finder. It was the No. 3A Autographic KODAK Special Camera.
the time a picture was taken. Company medical services were expanded into a full medical department. A sixteen-story office building, the company’s present administrative headquarters, was completed at 343 State Street, Rochester.
64
65
1920
Tennessee
Eastman
Corporation,
Kingsport,
Tennessee, was organized when Eastman Kodak
1928
Motion pictures in color became a reality for amateur cinematographers with the introduction
Company bought a plant to manufacture wood
of 16mm KODACOLOR Film. This was not Kodak’s
alcohol for film base. Under the direction of Perley
first
S. Wilcox, who later became chairman of Kodak’s
process for portraiture had been developed in 1914;
board of directors, Tennessee Eastman grew to be
work on it continued until the advent, in 1935, of
a major producer of materials for photographic
KODACHROME Film.
color
process.
A
two-color
subtractive
manufacturing and plastics, man-made fibers, dyes, and industrial chemicals.
66
67
1920
Tennessee
Eastman
Corporation,
Kingsport,
Tennessee, was organized when Eastman Kodak
1928
Motion pictures in color became a reality for amateur cinematographers with the introduction
Company bought a plant to manufacture wood
of 16mm KODACOLOR Film. This was not Kodak’s
alcohol for film base. Under the direction of Perley
first
S. Wilcox, who later became chairman of Kodak’s
process for portraiture had been developed in 1914;
board of directors, Tennessee Eastman grew to be
work on it continued until the advent, in 1935, of
a major producer of materials for photographic
KODACHROME Film.
color
process.
A
two-color
subtractive
manufacturing and plastics, man-made fibers, dyes, and industrial chemicals.
66
67
1933
The
CINE-KODAK
Special
(16mm)
Camera,
designed for advanced amateur and profes-
1936
A new home movie camera was announced which used film in magazines instead of rolls. This was
sional cinematography, was announced. With
the 16mm Magazine CINE-KODAK Camera.
improvements, this camera remained Kodak’s top
A major contribution to the graphic arts field was
of the line 16mm motion-picture camera.
a new KODAK Stripping Film. Improved versions of this basic product remain important tools of the printing and publishing industry.
68
69
1933
The
CINE-KODAK
Special
(16mm)
Camera,
designed for advanced amateur and profes-
1936
A new home movie camera was announced which used film in magazines instead of rolls. This was
sional cinematography, was announced. With
the 16mm Magazine CINE-KODAK Camera.
improvements, this camera remained Kodak’s top
A major contribution to the graphic arts field was
of the line 16mm motion-picture camera.
a new KODAK Stripping Film. Improved versions of this basic product remain important tools of the printing and publishing industry.
68
69
1938
The
first
camera
with
built-in
photoelectric
exposure control was developed. It was known as
1942
KODACOLORFilm,
a
color
negative
film,
was
announced. This easy-to-use color film and a new
the KODAK Super Six-20 Camera.
paper for color prints made it possible to take
Tennessee Eastman began to manufacture a new
color snapshots with simple, low-priced cameras.
line of superior dyes for acetate yarns. Traditional
An improved dual-purpose of this film for either
dyes would not work well on newly developed
indoor or outdoor use was marketed in 1956.
man-made fibers.
70
71
1938
The
first
camera
with
built-in
photoelectric
exposure control was developed. It was known as
1942
KODACOLORFilm,
a
color
negative
film,
was
announced. This easy-to-use color film and a new
the KODAK Super Six-20 Camera.
paper for color prints made it possible to take
Tennessee Eastman began to manufacture a new
color snapshots with simple, low-priced cameras.
line of superior dyes for acetate yarns. Traditional
An improved dual-purpose of this film for either
dyes would not work well on newly developed
indoor or outdoor use was marketed in 1956.
man-made fibers.
70
71
1951
The
simplicity
and
economy
of
BROWNIE
Photographic Equipment was extended to the
1957
The BROWNIE STAR Cameras were introduced. These were the first low-priced cameras designed
movie field with introduction of the low-priced
specially to take color slides, as well as color and
BROWNIE 8mm Movie Camera. The BROWNIE
black-and-white snapshots. The BROWNIE Star
Movie Projector was added in 1952 and the BROWNIE
Cameras eventually included seven models, and
Turret Camera, with telephoto and wide-angle
within five years Kodak had sold more than ten
converters in addition to the standard lens, was
million of the cameras.
introduced in 1955.
72
73
1951
The
simplicity
and
economy
of
BROWNIE
Photographic Equipment was extended to the
1957
The BROWNIE STAR Cameras were introduced. These were the first low-priced cameras designed
movie field with introduction of the low-priced
specially to take color slides, as well as color and
BROWNIE 8mm Movie Camera. The BROWNIE
black-and-white snapshots. The BROWNIE Star
Movie Projector was added in 1952 and the BROWNIE
Cameras eventually included seven models, and
Turret Camera, with telephoto and wide-angle
within five years Kodak had sold more than ten
converters in addition to the standard lens, was
million of the cameras.
introduced in 1955.
72
73
MISSED MOMENTS
74
75
MISSED MOMENTS
74
75
The focus of this book is to provide an
The American photographic giant created a vast
In a historical context,
expanded interpretation of the decline of the
empire that was able to dominate the industry
there is a lack of work
Eastman Kodak Company. Kodak is a company
for the better part of the Twentieth Century.
that
synonymous with cameras, pictures, and
Yet, it missed the opportunity to develop its
the fall of the Kodak
photography.
digital camera technology. This makes Kodak an
company in the late
interesting study in business decision making in
twentieth
the face of advancing disruptive technology.
twenty-first
deeply
inspects
and
early
century.
The small amount of work available focuses on a narrow explanation for the decline of the company. A closer look reveals a more nuanced story
that
includes
institutional restrictions coupled with a changing consumer culture
electronics
and
business
model.
Lady with Kodak’s camera
76
Advertisement of Kodak’s Bromide paper
77
The focus of this book is to provide an
The American photographic giant created a vast
In a historical context,
expanded interpretation of the decline of the
empire that was able to dominate the industry
there is a lack of work
Eastman Kodak Company. Kodak is a company
for the better part of the Twentieth Century.
that
synonymous with cameras, pictures, and
Yet, it missed the opportunity to develop its
the fall of the Kodak
photography.
digital camera technology. This makes Kodak an
company in the late
interesting study in business decision making in
twentieth
the face of advancing disruptive technology.
twenty-first
deeply
inspects
and
early
century.
The small amount of work available focuses on a narrow explanation for the decline of the company. A closer look reveals a more nuanced story
that
includes
institutional restrictions coupled with a changing consumer culture
electronics
and
business
model.
Lady with Kodak’s camera
76
Advertisement of Kodak’s Bromide paper
77
Connecting Kodak to Consumer and Advertising History
As an American company, the Eastman Kodak
Another
important
Company became a beneficiary of the histories of
work in the histories
consumption and advertising. Its place among the
of
most respected, even envied, companies on the
advertising
planet is a direct result of many of the ideas just
Martha.
consumption is
and
Nancy
discussed. Kodak’s relationship with consumer history and advertising history is not only as
West’s Kodak and the
a beneficiary of these histories though. Kodak
Lens of Nostalgia. In
also played an important role in shaping these
her book, West lays out
histories.
some of the early advertising
strategies
that
were
employed
George
Eastman,
by
founder of the Eastman Kodak Company.
Hoarding of Kodak prints
78
Kodak prints advertisement
79
Connecting Kodak to Consumer and Advertising History
As an American company, the Eastman Kodak
Another
important
Company became a beneficiary of the histories of
work in the histories
consumption and advertising. Its place among the
of
most respected, even envied, companies on the
advertising
planet is a direct result of many of the ideas just
Martha.
consumption is
and
Nancy
discussed. Kodak’s relationship with consumer history and advertising history is not only as
West’s Kodak and the
a beneficiary of these histories though. Kodak
Lens of Nostalgia. In
also played an important role in shaping these
her book, West lays out
histories.
some of the early advertising
strategies
that
were
employed
George
Eastman,
by
founder of the Eastman Kodak Company.
Hoarding of Kodak prints
78
Kodak prints advertisement
79
West argues that Kodak’s advertising strategies in the late nineteenth and early twentieth centuries set the company on a trajectory that would allow them to dominate the photography world. The path Eastman took to legitimise simple snapshot photography, and the products his company sold in order to produce the snapshots, relied heavily on marketing and advertising.
Left: Kodak safety films packing
80
81
West argues that Kodak’s advertising strategies in the late nineteenth and early twentieth centuries set the company on a trajectory that would allow them to dominate the photography world. The path Eastman took to legitimise simple snapshot photography, and the products his company sold in order to produce the snapshots, relied heavily on marketing and advertising.
Left: Kodak safety films packing
80
81
New Technologies & Disrupted Market
The idea of new technologies and their impact on markets is an important piece of a more nuanced understanding of the Eastman Kodak company in the late twentieth and early twenty first centuries. By gaining an understanding of the history of how new technologies can disrupt markets and affect businesses, it is possible to form new understandings that challenge the accepted narratives surrounding Kodak’s decline because it is important to approach a subject from multiple angles to gain a more complete understanding of that subject.
Right: Picture from top printed in Kodak film
82
83
New Technologies & Disrupted Market
The idea of new technologies and their impact on markets is an important piece of a more nuanced understanding of the Eastman Kodak company in the late twentieth and early twenty first centuries. By gaining an understanding of the history of how new technologies can disrupt markets and affect businesses, it is possible to form new understandings that challenge the accepted narratives surrounding Kodak’s decline because it is important to approach a subject from multiple angles to gain a more complete understanding of that subject.
Right: Picture from top printed in Kodak film
82
83
Kodak vs Digital Photography
Kodak’s downfall, did not rest on a single issue. It
Almost all of it revolves
did not happen because of a single event, single
around
idea, or lack of will in a single area. Instead, the
concept. The idea that
decline of the Eastman Kodak company was
Kodak executives grew
caused by a number of decisions and institutional
complacent,
views that led to a chain of events. The story
with large profit margins
of Kodak’s failure to capitalize on its digital
on photographic film
photography patent can be viewed through a
products,
number of lenses.
dominance of the film
a
single
content
and
their
market, are the standard reasons given. The idea that dominates popular opinion is that no matter what the leaders of the company were told, no matter what was being forecast
by
those
in
advisory positions, the particular set of people in charge during the 1970s, 80s, and 90s saw no reason to deviate from
the
operating
Kodak Brownie camera models
84
standard procedure.
Advertisement of Kodak Junior camera
85
Kodak vs Digital Photography
Kodak’s downfall, did not rest on a single issue. It
Almost all of it revolves
did not happen because of a single event, single
around
idea, or lack of will in a single area. Instead, the
concept. The idea that
decline of the Eastman Kodak company was
Kodak executives grew
caused by a number of decisions and institutional
complacent,
views that led to a chain of events. The story
with large profit margins
of Kodak’s failure to capitalize on its digital
on photographic film
photography patent can be viewed through a
products,
number of lenses.
dominance of the film
a
single
content
and
their
market, are the standard reasons given. The idea that dominates popular opinion is that no matter what the leaders of the company were told, no matter what was being forecast
by
those
in
advisory positions, the particular set of people in charge during the 1970s, 80s, and 90s saw no reason to deviate from
the
operating
Kodak Brownie camera models
84
standard procedure.
Advertisement of Kodak Junior camera
85
Kodak is a company that is synonymous with
Eastman Kodak Company is a pivotal figure in
photography and imaging. Almost all Americans,
bringing snapshot photography, photography for
and many other people around the world, who
non-professionals, to the masses.
were alive during the twentieth century are sure
One of the major reasons for Eastman Kodak’s
to have experienced their own “Kodak Moment.”
failure to capitalize on digital photography is
George Eastman, founder and namesake of the
because they failed to set the market for their new, disruptive, technology, as they once did with snapshot photography.
Top: Kodak moment of Kobe Bryant and Michael Jordan
86
87
Kodak is a company that is synonymous with
Eastman Kodak Company is a pivotal figure in
photography and imaging. Almost all Americans,
bringing snapshot photography, photography for
and many other people around the world, who
non-professionals, to the masses.
were alive during the twentieth century are sure
One of the major reasons for Eastman Kodak’s
to have experienced their own “Kodak Moment.”
failure to capitalize on digital photography is
George Eastman, founder and namesake of the
because they failed to set the market for their new, disruptive, technology, as they once did with snapshot photography.
Top: Kodak moment of Kobe Bryant and Michael Jordan
86
87
DIGITAL DECLINE
88
89
DIGITAL DECLINE
88
89
In 1975 Kodak produced the first true digital
Sasson’s creation was far from what we would
Kodak’s identity was that of an imaging company.
imaging device, which could be called the first
recognize today as a digital camera. Modern
The company’s business model was based on
digital camera. This device was created by Steve
digital cameras evolved from a machine that was
processing and providing high quality images.
Sasson, a Kodak engineer at the time which
heavy, slow, and required an array of additional
This is part of the reason that Kodak executives
eventually led to US patent.
equipment to have an image displayed.
did not immediately welcome digital imaging devices.
First digital camera by Steve Sasson in 1975 Mountain photo in Kodakchrome slide by Kodak
90
91
In 1975 Kodak produced the first true digital
Sasson’s creation was far from what we would
Kodak’s identity was that of an imaging company.
imaging device, which could be called the first
recognize today as a digital camera. Modern
The company’s business model was based on
digital camera. This device was created by Steve
digital cameras evolved from a machine that was
processing and providing high quality images.
Sasson, a Kodak engineer at the time which
heavy, slow, and required an array of additional
This is part of the reason that Kodak executives
eventually led to US patent.
equipment to have an image displayed.
did not immediately welcome digital imaging devices.
First digital camera by Steve Sasson in 1975 Mountain photo in Kodakchrome slide by Kodak
90
91
It is not hard to imagine why Kodak executives
Sasson, using Moore’s Law to predict the advance
were less than enthusiastic when presented with
of technology, estimated that digital imaging
the new digital imaging process. At the time,
would not compete with film for another 15 to 20
Kodak was the dominant company in global
years. As Sasson saw it, “When you’re talking to a
imaging and picture taking. The company was
bunch of corporate guys about 18 to 20 years in
enjoying large profits on an array of products.
the future, when none of those guys will still be
Kodak had built a fantastic business model
in the company, they don’t get too excited about
in which consumers could purchase a Kodak
it, but they allowed me to continue to work on
camera and film, take their pictures, and then
digital cameras, image compression and memory
have them developed with Kodak chemicals
cards.”40 Sasson’s prediction was accurate, and
and printed onto Kodak paper. Kodak’s business
in 1993, 18 years later, Kodak offered its first
model was a near perfect example of vertical
consumer digital camera.
integration.
92
93
It is not hard to imagine why Kodak executives
Sasson, using Moore’s Law to predict the advance
were less than enthusiastic when presented with
of technology, estimated that digital imaging
the new digital imaging process. At the time,
would not compete with film for another 15 to 20
Kodak was the dominant company in global
years. As Sasson saw it, “When you’re talking to a
imaging and picture taking. The company was
bunch of corporate guys about 18 to 20 years in
enjoying large profits on an array of products.
the future, when none of those guys will still be
Kodak had built a fantastic business model
in the company, they don’t get too excited about
in which consumers could purchase a Kodak
it, but they allowed me to continue to work on
camera and film, take their pictures, and then
digital cameras, image compression and memory
have them developed with Kodak chemicals
cards.”40 Sasson’s prediction was accurate, and
and printed onto Kodak paper. Kodak’s business
in 1993, 18 years later, Kodak offered its first
model was a near perfect example of vertical
consumer digital camera.
integration.
92
93
The Common Kodak Narrative The commonly accepted opinion on the subject
Complacency is a word that one often hears
is that Kodak did not want digital photography to
when examining the Kodak’s decline. A number
cut into their profits on film and development, so
of sources explain that Kodak was resistant to
they never pushed digital photography. According
change, satisfied with film profits, and locked into
to the common literature, Kodak seems to have
a rigid corporate structure. This is not false, or an
been a company run by aloof administrators,
overstatement.
people unable to see the future of photography because of the profits they were enjoying from film sales.
In late 2011 and early 2012, a number of articles were released concerning Kodak’s impending bankruptcy. Newspapers and business magazines began analyzing how a company that was so dominant, so important in a particular field of business, could have come to that point. While some outlets did a better job than others in capturing the nuance of such a complicated set of events, one common thread runs through all of them, the idea that Kodak executives were complacent, stubborn, or just plain unwilling to move away from old technology to new technology is the dominant view expressed.
94
95
The Common Kodak Narrative The commonly accepted opinion on the subject
Complacency is a word that one often hears
is that Kodak did not want digital photography to
when examining the Kodak’s decline. A number
cut into their profits on film and development, so
of sources explain that Kodak was resistant to
they never pushed digital photography. According
change, satisfied with film profits, and locked into
to the common literature, Kodak seems to have
a rigid corporate structure. This is not false, or an
been a company run by aloof administrators,
overstatement.
people unable to see the future of photography because of the profits they were enjoying from film sales.
In late 2011 and early 2012, a number of articles were released concerning Kodak’s impending bankruptcy. Newspapers and business magazines began analyzing how a company that was so dominant, so important in a particular field of business, could have come to that point. While some outlets did a better job than others in capturing the nuance of such a complicated set of events, one common thread runs through all of them, the idea that Kodak executives were complacent, stubborn, or just plain unwilling to move away from old technology to new technology is the dominant view expressed.
94
95
“Addicted to the profits generated by its 35mm film, Kodak would do nothing that it saw as endangering the success of this business. A lack of early investment in digital photography during the 1970s brought a double-whammy during the 1990s as the giant corporation was not only laid low by smaller firms like Sony and Canon but the entire film photography industry created by the company was finally relegated to second class status behind digital by the 2000s.� - Steve Brachman
96
97
“Addicted to the profits generated by its 35mm film, Kodak would do nothing that it saw as endangering the success of this business. A lack of early investment in digital photography during the 1970s brought a double-whammy during the 1990s as the giant corporation was not only laid low by smaller firms like Sony and Canon but the entire film photography industry created by the company was finally relegated to second class status behind digital by the 2000s.� - Steve Brachman
96
97
This quote offers up all of the standard
Kodak didn’t do enough to define digital
arguments. First, that Kodak was reliant on film
photography on Kodak’s terms. It did not
profits and would not move away from this
do enough to define the market for digital
business model. Second, by not immediately
photography, either. By not defining digital
pushing digital imaging, Kodak did not move fast
photography and its market, Kodak essentially
enough with its new technology. And lastly, that
allowed other companies to define the digital
Kodak did too little, too late when digital imaging
photography market. Once this happened, the
began to take hold of photography markets.
market became something that Kodak was illequipped to handle. Cameras embedded in smartphones quickly skyrocketed, leaving all other cameras behind.
Right: Old camera by Eastman Kodak Company
98
99
This quote offers up all of the standard
Kodak didn’t do enough to define digital
arguments. First, that Kodak was reliant on film
photography on Kodak’s terms. It did not
profits and would not move away from this
do enough to define the market for digital
business model. Second, by not immediately
photography, either. By not defining digital
pushing digital imaging, Kodak did not move fast
photography and its market, Kodak essentially
enough with its new technology. And lastly, that
allowed other companies to define the digital
Kodak did too little, too late when digital imaging
photography market. Once this happened, the
began to take hold of photography markets.
market became something that Kodak was illequipped to handle. Cameras embedded in smartphones quickly skyrocketed, leaving all other cameras behind.
Right: Old camera by Eastman Kodak Company
98
99
CONCLUSION
100
101
CONCLUSION
100
101
If digital imaging and photography are viewed as
If George Eastman’s ability to communicate to
a shift brought on by disruptive technology, then
consumers the value of amateur photography,
the missed opportunity to dictate to consumers
and the ease of use of his new products, can be
what this new, disruptive technology is, and why
credited as a major reason for Kodak’s dominance
it is important to use, has to be seen as Kodak’s
of the industry, then their inability to do the same
crucial misstep.
for digital photography must be credited as a major reason for their downfall.
102
103
If digital imaging and photography are viewed as
If George Eastman’s ability to communicate to
a shift brought on by disruptive technology, then
consumers the value of amateur photography,
the missed opportunity to dictate to consumers
and the ease of use of his new products, can be
what this new, disruptive technology is, and why
credited as a major reason for Kodak’s dominance
it is important to use, has to be seen as Kodak’s
of the industry, then their inability to do the same
crucial misstep.
for digital photography must be credited as a major reason for their downfall.
102
103
While it is true that Kodak did not allocate enough
Kodak’s
resources to digital photography, it is not simply
marketing and market creation when handling
due to a lack of understanding or an unwillingness
disruptive technology. Because Kodak was the
to listen to people who would eventually be proven
architect of their demise, in many people’s eyes,
right. Kodak followed a path that many responsible
the story becomes more interesting, but also more
executives would have followed. They protected
complicated. In the end, Kodak was not equipped
their largest markets and diverted resources from
to handle the technology they had initiated. This
smaller markets that would provide less impact in
is not to say that the situation was out of their
their earnings. It is because of these reasonable
control or to excuse the decisions made, but once
decisions that Kodak failed, though.
the digital photography market began to explode,
actions
highlight
the
importance
of
Kodak was already too far behind to catch up.
104
105
While it is true that Kodak did not allocate enough
Kodak’s
resources to digital photography, it is not simply
marketing and market creation when handling
due to a lack of understanding or an unwillingness
disruptive technology. Because Kodak was the
to listen to people who would eventually be proven
architect of their demise, in many people’s eyes,
right. Kodak followed a path that many responsible
the story becomes more interesting, but also more
executives would have followed. They protected
complicated. In the end, Kodak was not equipped
their largest markets and diverted resources from
to handle the technology they had initiated. This
smaller markets that would provide less impact in
is not to say that the situation was out of their
their earnings. It is because of these reasonable
control or to excuse the decisions made, but once
decisions that Kodak failed, though.
the digital photography market began to explode,
actions
highlight
the
importance
of
Kodak was already too far behind to catch up.
104
105
BIBLIOGRAPHY
106
107
BIBLIOGRAPHY
106
107
108
Data
Images
www.eastman.org www.kodak.com www.wikipedia.com www.mcnygenealogy.com www.medium.com www.forbes.com www.1ink.com www.ipwatchdog.com www.biography.com www.diyphotography.net
www.eastman.org www.unsplash.com www.pexels.com www.pixabay.com
109
108
Data
Images
www.eastman.org www.kodak.com www.wikipedia.com www.mcnygenealogy.com www.medium.com www.forbes.com www.1ink.com www.ipwatchdog.com www.biography.com www.diyphotography.net
www.eastman.org www.unsplash.com www.pexels.com www.pixabay.com
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110
