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PMA@CES"2013

Digital'Imaging'
A"Consumer+Driven"Approach
In'the'Beginning
“We were starting out to make photography
an everyday affair, to make the camera
as convenient as the pen...
A'Time'of'Change
The'Past
The'Revolu8on'in'Imaging
The'Revolu8on'in'Devices

Source. NBC News
The'Revolu8on'in'Sharing
• Sharing'isn’t'
prin8ng'anymore

Facebook:'
219'Billion'photos
Flickr:'
6'Billion'photos
Instagr...
Todays'World
Present

Methods for ordering photo prints and
books with smartphone photos
Transferred to kiosk,
ordered from kiosk
8%
40...
Present
Ever ordered photo products - differences
by gender
No, never ordered
photo products
Yes, through a kiosk for
next...
Present
What did you most often do with the
photo products containing smartphone
photos?
I used them myself to retain
my p...
Present

Source: The 6Sight Social Imaging Survey, March 2012
Present'&'Future
Print'Products'US
Billions'US$

Image'Prints'US
Billions
Future

Source: Suite48A: Creating & Ordering Photo Products with Mobile Devices, Nov 2012
Is this really the best strategy?
Is it getting worse?
How'can'retail'react?

Listen'to'the'consumer
Who,'Why,'Where,'How,'What
Who

• There'is'more'than'one'kind'of'consumer

• '“I'want'to'preserve'my'memories”'Consumer
• '“I'want'to'share'my'story”...
• Don’t'sell'
photo'products!

Why
Why any method for ordering photo
products with smartphone photos?
(n=274)

• Instead,'...
Where

Source: The Conversation Prism (http://www.theconversationprism.com)
How
Mobile'Apps

Desktop'Clients

Online'Clients

?

Social'Apps

Kiosk

More'to'come'
(E]Mail,'Camera'Apps,'TV?)
How
Online

Desktop

Quick Ordering
Creativity
Focus Group (“Preserve my
(“Tell a Story”)
memories”)

Mobile

Social

Kios...
What'can'Retailers'do?
Build'a'Social'Ecosphere
Buy'Social'Imaging
Products

Invite'
Friends

Use'Content
of'Social'Networks

Sharing'and'
Collab...
Listen'to'the'consumer
Surveys,'Feedback'Channel,'Social'Media'
Monitoring'or'start'listening'to'consumers'
and'follow'the...
In'the'last'12'months

For'5'years

Build'Loyalty
Offer'Op8ons

Sell'“Saving'8me”'instead'of'products'
with'themes

Allow'new'types'of'personalisa8on
Generate emotions
More'revenue'
with
Cross]Selling

Plas8c'Frame
Metal'Frame

More'revenue'with
Up]Selling'&'Value]Add'Products
"How the industry responds to these opportunities will define its
success or failure over the next few years“
Infotrends R...
Thank'you'for'listening!

www.ecce-terram.com

www.ecce-terram.de

www.ecce-terram.co.nz

@ecceterram, @ecceterramus, @ecc...
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PMA@CES 2013 Session: A consumer-driven approach

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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.

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PMA@CES 2013 Session: A consumer-driven approach

  1. 1. PMA@CES"2013 Digital'Imaging' A"Consumer+Driven"Approach
  2. 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. 3. A'Time'of'Change
  4. 4. The'Past
  5. 5. The'Revolu8on'in'Imaging
  6. 6. The'Revolu8on'in'Devices Source. NBC News
  7. 7. The'Revolu8on'in'Sharing • Sharing'isn’t' prin8ng'anymore Facebook:' 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'ShuAerfly'&' others
  8. 8. Todays'World
  9. 9. Present Methods 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 computer 25% 29% photo prints (n=229) 33% Ordered directly from smartphone 10% 0% Transferred to computer, ordered from computer 20% 40% 60% Source: Suite48A: Creating & Ordering Photo Products with Mobile Devices, Nov 2012
  10. 10. Present Ever ordered photo products - differences by gender No, never ordered photo products Yes, through a kiosk for next day pickup or home delivery Female (n=354) Yes, through a kiosk for same day pickup Yes, through photo ordering program on computer Male (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. 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 future photo books (n=50) 12% 12% I used them myself to display my photos elsewhere I used them myself to display my photos at home 22% I gave them to a family member who doesn't live with me 19% I gave them to a friend who doesn't live with me photo prints (n=229) 34% 30% 8% 11% I gave them to a member of my household 26% 18% 0% 10% 20% 30% 40% Source: Suite48A: Creating & Ordering Photo Products with Mobile Devices, Nov 2012
  12. 12. Present Source: The 6Sight Social Imaging Survey, March 2012
  13. 13. Present'&'Future Print'Products'US Billions'US$ Image'Prints'US Billions
  14. 14. Future Source: Suite48A: Creating & Ordering Photo Products with Mobile Devices, Nov 2012
  15. 15. Is this really the best strategy?
  16. 16. Is it getting worse?
  17. 17. How'can'retail'react? Listen'to'the'consumer Who,'Why,'Where,'How,'What
  18. 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. 19. • Don’t'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'&' friends …was the easiest to learn 9% …is the fastest …is the cheapest 15% 58% …is the most convenient …is the safest Other (please specify) • Saving'8me • Preserving'memories Source: Suite48A: Creating & Ordering Photo Products with Mobile Devices, Nov 2012
  20. 20. Where Source: The Conversation Prism (http://www.theconversationprism.com)
  21. 21. How Mobile'Apps Desktop'Clients Online'Clients ? Social'Apps Kiosk More'to'come' (E]Mail,'Camera'Apps,'TV?)
  22. 22. How Online Desktop Quick Ordering Creativity Focus Group (“Preserve my (“Tell a Story”) memories”) Mobile Social Kiosk Convenience (Quick and easy for gifts and greetings) Convenience (Quick and easy for gifts or archiving) Convenience (during Shopping) Time spent by Consumer 5-15min 2-3 hours (over weeks) 2-3min 2-3min 10 min Order Volume Medium High Growing Growing Medium Order Revenue Medium High Growing Growing Low Customer Loyalty Low High Medium Low to High High
  23. 23. What'can'Retailers'do?
  24. 24. Build'a'Social'Ecosphere Buy'Social'Imaging Products Invite' Friends Use'Content of'Social'Networks Sharing'and' Collabora8ve Photobook' Projects Upload' Photobook Project
  25. 25. Listen'to'the'consumer Surveys,'Feedback'Channel,'Social'Media' Monitoring'or'start'listening'to'consumers' and'follow'their'sugges8on
  26. 26. In'the'last'12'months For'5'years Build'Loyalty
  27. 27. Offer'Op8ons Sell'“Saving'8me”'instead'of'products' with'themes Allow'new'types'of'personalisa8on
  28. 28. Generate emotions
  29. 29. More'revenue' with Cross]Selling Plas8c'Frame Metal'Frame More'revenue'with Up]Selling'&'Value]Add'Products
  30. 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. 31. Thank'you'for'listening! www.ecce-terram.com www.ecce-terram.de www.ecce-terram.co.nz @ecceterram, @ecceterramus, @ecceterramnz www.facebook.com/ecceterram www.linkedin.com/companies/ecce-terram

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