Kodak’s Digital
Transformation
Stephane Lievain
Vice President Marketing
Europe, Africa, Middle-East
Graphic Communications Group
June 14, 2007
Graphic Communications Group

a journey of
transformation
Business Model
Products
Technologies
Culture
Brand Image
Services
Organization
Operations
Graphic Communications Group

pull forward
a strong
legacy
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Graphic Communications Group

Branding our Values and Traits
Values
Generosity, Sharing,
Thought for Others,
Optimistic View of Life
Traits
George
Eastman
Quality Trust Ease of Use Innovation
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Graphic Communications Group

Imagine a Business
Heavily vertically integrated
Long manufacturing cycles
High cost labor markets
Very strong market share
High margins …
Along comes digital imaging.
Film sales decline rapidly.
What do you do?
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Graphic Communications Group

Eastman Kodak Revenue 2003-2007
2003 – 2007 CAGR*: 7% to 8%
* Compound Annual Growth Rate
($ in Millions)
New Technologies
Digital ~+36%*
Traditional~ –16%*
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Graphic Communications Group

Continuous Kodak Leadership for >30 Years
World’s First
1975 Megapixel Sensor
1980
1985
World’s First
Prototype Camera
Bayer Pattern Array
(Kodak Patent)
1990
1995
First Consumer Camera
Mars (Kodak Technology
Rover In Apple QuickTake)
TG1
T4
Camera
VDD
FD
PD1
RG
TG2
T5 T3
FD
PD2
2000
TG3
T2
T6
FD
PD3
TG4
RSEL
T7
T1
FD
PD4
4-shared Pixel Schematic
2005
4T-4S Shared
Foundation
CIS Technology 4T-Pinned Diode
2010
39 Megapixel
Foundation CIS
Sensor
Technology
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Graphic Communications Group

Focusing on our Customers
Graphic Communications Consumer Digital Film Products
Group (GCG) Group Group
• Enterprise Solutions • Digital Capture • Entertainment
• Digital Print Solutions • Home Printing • Film Capture
• Prepress Solutions • Inkjet Systems • Aerial and Industrial
Markets
• Document Imaging • Image Sensor Solutions
• Gallery
• Retail Printing
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Graphic Communications Group

A Driving Force in Imaging Innovation
B&W era Color era Digital era
Graphics
Consumer
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Graphic Communications Group

Building the Kodak GCG Business
Kodak Commercial Imaging Group
September 2003 January 2004 April 2004 January 2005 April 2005 June 2005
• Joint Venture • Acquisition of • Acquisition of • Realignment of • Acquisition of • Acquisition
KPG Scitex Digital Heidelberg Document Kodak of Creo
Printing ! Digital Products & Polychrome
• Joint Venture
Formation of Imaging and Services Graphics
Heidelberg/
Kodak full ownership into GCG
NexPress
Versamark of NexPress
• Encad
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Graphic Communications Group

The Industry’s Broadest Integrated Portfolio
Workflow
Scanners
Creative
Proofing
Service and
Digital Print
Support Output
Consumables Security
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Graphic Communications Group

Consumer Digital Imaging: Portfolio Roles
Retail Digital Capture Consumer Inkjet Imaging
Unit
Printing and Devices Imaging Services Systems Sensors
(film & digital printing) Digital cameras, IP, Web merchandise Desktop inkjet CMOS &
Retail Kiosks. Mobile imaging, and services. printers, inks, CCD
Color paper, chemistry. Imaging accessories, Consumer software. and papers sensors,
Products
Retail stores, service. Snapshot printers, Direct marketing. modules
Wholesale finishing. Batteries
Scale, Scale,
Channel Channel
Portfolio Expansion
Role
into High Margin,
Portfolio Portfolio
High Growth Opportunities
Enabler Enabler
Cash, Stability, Relevance Direct New New
Profitability Channel Kodak Kodak
Market Market
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Graphic Communications Group

The Power of Color
Color reduces
More than 60% search time by
of buying decisions are Color emphasizes important point
as much as
and increases retention 82%
based on color
80%
Color improves brand recognition
Payment response
by up to 80%
for invoices
produced in color
improves by almost
30%
Source: InfoTrends, 2007
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Graphic Communications Group

Designing Products for a New Kodak
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Graphic Communications Group

Evolving the Mark with the Times
Circa 1907 Circa 1935 1960 1971 1987
2006
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Graphic Communications Group

Designing Products for a New Kodak
Energizing
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Graphic Communications Group

Designing Products for a New Kodak
Distinctive
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Graphic Communications Group

Designing Products for a New Kodak
Approachable
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Graphic Communications Group

Designing Products for a New Kodak
Confident
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Graphic Communications Group

Designing Products for a New Kodak
Stimulating
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Graphic Communications Group

Designing Products for a New Kodak
IMAGINATIVE
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Graphic Communications Group

Designing Products for a New Kodak
Dynamic
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Graphic Communications Group

Designing Products for a New Kodak
Innovative
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Graphic Communications Group

For Consumers
Friendly
New V1003, V803 cameras
\" 10- and 8-megapixel
resolution
\" 3X zoom
\" eight colors
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Graphic Communications Group

For Consumers
Kodak EasyShare all-in-one printers
# Easy-to-use software
makes printing simple
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Graphic Communications Group

Game Changing Claims and Business Model
Unique Breakthrough
Consumer Proposition Business Model
Save up to
50%
on everything black ink
NICHE MARKET
Premium
you print $9.99
color ink
$14.99
10¢
HARDWARE
PRICING
a print
REAL EASY
Commodity NOT ECONOMIC
REAL KODAK REAL VALUE
Low High
QUALITY
(documents and pictures!) COST OF PRINTING
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Graphic Communications Group

Designing Products for a New Kodak
Clear Leader
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Graphic Communications Group

Improving Profits Personalized Communications
Percent Increase
Repeat Orders 47.6%
Response Rate 36.0%
Response Time 33.9%
Overall Revenue/Profit 31.6%
Order Size/Value 24.5%
Source: InfoTrends. (Document shown was not used in study.)
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Graphic Communications Group

Personalized Campaign – Financial Services
Results
$15 million in new CD investments
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Graphic Communications Group

Personalized Campaign – Consumer Footware
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Graphic Communications Group

Personalized Campaign – Consumer Footware
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Graphic Communications Group

Targeted Communications Are Key
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Graphic Communications Group

Unifying Communications
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Graphic Communications Group

“Play Ball!”
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Graphic Communications Group

Drive To pURL
\" Extension of outreach piece:
• Synergistic in terms of look and feel
\" Additional survey information
captured to:
• Further qualify prospect
• Drive additional variable messaging:
– Favorite baseball team
– Ballpark trivia question
• Drive offer fulfillment
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Graphic Communications Group

Driving Additional Response
\" Reminder postcard:
• Mailed to all non-responders
\" HTML E-mail blast
\" On-line collateral templates:
• Tool for sales reps to customize,
print and send to high-potential
prospects
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Graphic Communications Group

Creating Demand for Print
Driving Providing
demand access to
for digital digital print
print services
Print Service
Enterprise/
Provider
Marketer
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Graphic Communications Group

Leading with Digital
2005
#2 - digital camera sell-through
#1 - snapshot printers
#1 - retail photo kiosks
#1 - online services
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Graphic Communications Group

The World’s Imaging Leader
Global company with 2006 annual revenues of $13.3 billion
Technology pioneer with 28,000 U.S. patents
Among the world’s most recognized and respected brands
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Graphic Communications Group

A New Kodak Emerges
Revenue 2006 2007 Projection
Total $10.7 B $10B – 10.4 B
Traditional Traditional
Digital Digital
Commercial Commercial
Consumer Consumer
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Graphic Communications Group

Earning Respect: Comments, Awards Recognize Change
“It has its priorities straight: great-looking photos
“The results are pretty impressive… Whether or not
that last a lifetime; easy-to-use controls; American-
Kodak strikes it rich in this market, its entry looks
based toll-free tech support; and speeds and features
like a winner for consumers.“ – Steve Wildstrom,
that are no embarrassment. More important, it
BusinessWeek, May 3, 2007
makes a world-rocking point about the razor-
blades model that’s lined the coffers of the inkjet
industry for years.” – David Pogue, The New York Times,
May 17, 2007
“Get a smart printer…Kodak EasyShare
5300 AiO printer, $200, replacement ink, $10
for black, $15 for color; kodak.com” –
“Hype aside, Kodak has delivered a very respectable Staff, Parenting, June 2007
home printer… I welcome Kodak's return to the
inkjet market. Whenever industry rivals try to one-up
each other, the winner is inevitably the consumer.“
– Ed Baig, USA Today, May 3, 2007
“I reckon that Kodak's Easyshare has a decent
chance. Like Netflix and Time Warner, its rival has
prepared the ground with a pricing policy that
infuriates lots of people. Unlike Time Warner, it has
responded by offering consumers something
“Per cartridge, consumers can print the same number
different, which is the beauty of unfettered
of pages at half the cost of other inkjet printers.” –
capitalism. I might even pop out and buy one myself.
Staff, Family Circle, June 2007
– John Gapper, Financial Times, May 21, 2007
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Graphic Communications Group

The Strength of our Brand
Kodak Among Top 5 Most Trusted
Brands Overseas and in U.S.
Global Marketing Insite, Forrester Research, Inc.
January 2005 October 2003
Kodak #1 Imaging Brand in China 25 Million Members
Interbrand,
August 2004
Kodak #3 Brand in Asia
Synovate,
January 2005
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Graphic Communications Group

Evolving the mark with the times
Circa 1907 Circa 1935 1960 1971 1987
2006
19/06/07 43
Graphic Communications Group

a journey of
transformation
Business Model
Products
Technologies
Culture
Brand Image
Services
Organization
Operations
Graphic Communications Group

19/06/07 45
© Kodak, 2007. Kodak, and MarketMover are trademarks of Kodak.
Graphic Communications Group