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How the digital camera industry can survive the smartphone juggernaut
How the digital camera industry can survive the smartphone juggernaut
How the digital camera industry can survive the smartphone juggernaut
How the digital camera industry can survive the smartphone juggernaut
How the digital camera industry can survive the smartphone juggernaut
How the digital camera industry can survive the smartphone juggernaut
How the digital camera industry can survive the smartphone juggernaut
How the digital camera industry can survive the smartphone juggernaut
How the digital camera industry can survive the smartphone juggernaut
How the digital camera industry can survive the smartphone juggernaut
How the digital camera industry can survive the smartphone juggernaut
How the digital camera industry can survive the smartphone juggernaut
How the digital camera industry can survive the smartphone juggernaut
How the digital camera industry can survive the smartphone juggernaut
How the digital camera industry can survive the smartphone juggernaut
How the digital camera industry can survive the smartphone juggernaut
How the digital camera industry can survive the smartphone juggernaut
How the digital camera industry can survive the smartphone juggernaut
How the digital camera industry can survive the smartphone juggernaut
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How the digital camera industry can survive the smartphone juggernaut

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The digital camera industry is in decline thanks to camera-enabled smartphones that take outstanding photos. What can camera-makers do to revitalise their industry? …

The digital camera industry is in decline thanks to camera-enabled smartphones that take outstanding photos. What can camera-makers do to revitalise their industry?

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  • 1. DIGITAL  CAMERAS   The  next  genera5on   of  digital  service   delivery  
  • 2. Crea%ng  a  digital  service  provision  in  the  camera  space   A  NUMBER  OF  RELATED  TRENDS  SIGNAL  AN  OPPORTUNITY  IN  THE  DIGITAL  CAMERA  SPACE     1.  Trends   2.  Implica5ons   1   Industry  and  consumer  trends   2   Compe%tor  response   3   Opportuni%es  in  digital  service  delivery  
  • 3. Industry  and  Consumer  Trends   GLOBAL  SHIFT  TOWARD  SMARTPHONES   Increasing  capabili%es   •  Over  %me,  smartphones  have   increased  capability  enough  to   meet  most  customers’  picture-­‐ taking  needs   •  High-­‐end  digital  cameras   con%nue  to  improve,  but   features  have  outpaced   customer  needs   •  Far  from  being  viewed  as  an   added  benefit,  the  increased   complexity  is  puRng   customers  off   •  All  while  being  slow  to  deliver   an  important  new   requirement  –  social  sharing  
  • 4. Industry  and  Consumer  Trends   AND  AWAY  FROM  LOW-­‐END  DIGITAL  CAMERAS   Rise  of  the  smartphone   •  This  has  led  to  a  sharp   decrease  in  overall  digital   camera  sales  since  2011  while   smartphone  sales  con%nue  to   accelerate  
  • 5. Industry  and  Consumer  Trends   THE  RESPONSE:  WIFI  ENABLED  CAMERAS   Instant  sharing  required   •  The  ability  to  share  photos   instantly  via  smartphone   means  customers  now   demand  this  as  a  hygiene   factor  
  • 6. Industry  and  Consumer  Trends   THE  RESPONSE:  WIFI  ENABLED  CAMERAS   Responding  to  demand   •  Most  major  camera-­‐makers   are  trying  to  catch  up  either   by  bringing  wifi  to  their   cameras  or  their  cameras  to   wifi   •  But  quality  has  been  mixed   and  reac%ons  have  varied  
  • 7. Industry  and  Consumer  Trends   THE  UPSIDE:  MILLIONS  OF  NEW  PHOTOGRAPHERS  ASPIRE  TO  GREATNESS   Up  the  value  chain   •  PuRng  a  camera  in   everyone’s  hands  has   introduced  hundreds  of   millions  of  people  to   photography  as  a  hobby   •  Many  then  decide  to  upgrade   to  a  medium  to  high-­‐end   digital  camera  skipping  over   compact  digital  cameras  in  the   process   •  Overall  camera  volumes  are   decreasing  30%  yoy  but   revenue  just  about  stays  flat  
  • 8. Industry  and  Consumer  Trends   BUT:  CUSTOMERS  ARE  LOST  AT  SEA  ONCE  THEY  UPGRADE     Now  what?   •  Customers  upgrade  to  a   medium  to  high-­‐end  digital   camera  but  don’t  know  what   to  do  it  with   •  Over  2/3  never  take  it  off  the   auto-­‐shoot  func%on  
  • 9. Industry  and  Consumer  Trends:  Implica%ons   IMPLICATIONS  TO  DIGITAL  SERVICE  OFFERINGS  FOR  CAMERA  MAKERS       1.  Customers  need  help  choosing  the  right  camera  for  them   2.  Then  they  need  help  learning  how  to  use  it  beyond  point  and  shoot   1   Customers  want  to  make  the  leap  to  mid  and  high-­‐end  cameras  but  need  help   2   Once  they’ve  moved  up  the  value  chain  they  need  help  unleashing  the  hidden  ar%st  within   3   Customers  want  to  share  their  crea%ons  with  whomever  they  want,  however  they  want,  right  now   1.  They  need  access  to  a  wide  variety  of  tools  to  transform  their  photos  into  art   2.  And  they  want  to  pass  their  newly  honed  exper5se  on     1.  Customers  want  to  seamlessly  share  their  art  with  the  world   2.  And  they  want  to  do  it  using  whatever  plaHorms  and  tools  they’re  already  comfortable  with  
  • 10. Crea%ng  a  digital  service  provision  in  the  camera  space   A  NUMBER  OF  RELATED  TRENDS  SIGNAL  AN  OPPORTUNITY  IN  THE  DIGITAL  CAMERA  SPACE     1   Industry  and  consumer  trends   2   Compe%tor  response   3   Opportuni%es  in  digital  service  delivery   1.  Making  the  leap   2.  Unleashing  the  ar5st   3.  Sharing  crea5ons  
  • 11. Compe%tor  Response   HELP  CUSTOMERS  MOVE  UP  THE  VALUE  CHAIN:  HELP  ME  CHOOSE   Limited  Customer  Op%ons   •  Very  lible  done  in  this  space  despite  a   clear  need  for  it   •  Flickr  takes  a  bobom  up  approach   while  Fujifilm  starts  from  the  top   •  No  website  incorporates  unbiased   customer  reviews  or  other  legi%mate   social  proof   Industry  Score   3/10  
  • 12. Compe%tor  Response   HELP  CUSTOMERS  MOVE  UP  THE  VALUE  CHAIN:  TEACH  ME  TO  USE  IT   The  opposite  of  fun   •  Mixed  results  across  camera-­‐makers,   but  customer  educa%on  is  an   acerthought  for  most   •  One  or  two  offer  peer-­‐led  %ps  and   tutorials,  but  the  communi%es  are   underdeveloped   •  Most  customer  support  focuses  on   repairs,  warran%es,  and  similar   Industry  Score   5/10  
  • 13. Compe%tor  Response   UNLEASH  THE  INNER  ARTIST/GURU  :  PROVIDE  THE  TOOLS  I  NEED  &  LET  ME   SHARE  MY  KNOWLEDGE   Adding  Value:  Sort  Of   •  One  company  allowed  customers  to   upload  photos  to  an  online  porfolio   and  none  linked  out  to  third-­‐party   tools   •  Two  companies  allow  for  brand   ambassadors  to  share  their  knowledge   and  recommenda%ons,  but  both  feel   inorganic  and  underu%lised   Industry  Score   4/10  
  • 14. Compe%tor  Response   SHARING:  WHENEVER,  WHEREVER,  HOWEVER   Sharing,  just   •  Most  camera  makers  have  started   offering  wifi-­‐enabled  cameras,  but   quality  is  mixed   •  One  company  lets  customers  share   photos  on  its  owned  assets  but  none   offer  tools,  portals,  or  other  methods   for  external  sharing   Industry  Score   4/10  
  • 15. Crea%ng  a  digital  service  provision  in  the  camera  space   A  NUMBER  OF  RELATED  TRENDS  SIGNAL  AN  OPPORTUNITY  IN  THE  DIGITAL  CAMERA  SPACE     1   Industry  and  consumer  trends   2   Compe%tor  response   3   Opportuni%es  in  digital  service  delivery   1.  Redefining  the  customer  journey   2.  And  crea5ng  opportuni5es  therein  
  • 16. Opportuni%es  in  digital  service  delivery   CUSTOMER  NEEDS  AND  EXPECTATIONS  HAVE  CHANGED;  SO  TOO  SHOULD  THE  CUSTOMER  JOURNEY     1   Aspirant   2   Member   3   Novice   4   Pro  5   Show   Off   6   Evan-­‐ gelist   7   Enthu-­‐ siast   Wants  a  camera   but  needs  help   Bought  a  camera,   now  part  of  the  club   Learn  how  to  use   the  camera  to   create  beau%ful   photos   Edit  and  beau%fy   those  photos  to   create  stunning  art   Create  online  (or   print)  galleries  and   porfolios  or  share   individual  shots   Pass  along   knowledge  to  new   members  of  the   club   Decide  to  buy  a   new,  beber,  camera  
  • 17. Opportuni%es  in  digital  service  delivery   CREATING  DIGITAL  SERVICE  DELIVERY  OPPORTUNITIES  AROUND  CUSTOMER  NEEDS     1   Aspirant   2   Member   3   Novice   4   Pro  5   Show   Off   6   Evan-­‐ gelist   7   Enthu-­‐ siast   •  Unbiased  reviews   •  Camera  selector   •  Through  our  lens   •  Personalised  welcome   campaign   •  Where  to  begin   •  Omnichannel  training   programme  focussed  on   outcome  not  specs   •  Primarily  UGC   •  Onsite  edi%ng  tools   •  Partner  with  third   par%es  –  desktop  and   mobile   •  Specialised  forums   •  Cloud  storage  op%ons   •  Partner  with  third-­‐party   porfolio  sites   •  Frequent  community-­‐ driven  contests   •  Contribute  to  user-­‐led   forums  and  tutorials   •  Unbiased  reviews   •  Strong  gamifica%on   elements   •  Track  customer   product  use     •  Suggest   accessories  and   upgrades  
  • 18. Opportuni%es  in  digital  service  delivery:  Concepts   HELP  THE  CUSTOMER  DECIDE  WHICH  CAMERA  IS  BEST  FOR  HER    
  • 19. Opportuni%es  in  digital  service  delivery:  Concepts   HELP  THE  CUSTOMER  MAXIMISE  HER  EXPERIENCE    

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