Yup it happens, in this case it happened all between my own to ears, but the science behind it is sound (or in this case vision). In my dream I saw what resembled the old Kodak 110 series, but all new, not a grasp from the past, but all new and all digital. The camera was $265, and in that version there was something on top, a white plate the size of a credit card, it was the Digital viewfinder, a viewfinder that turned as the person switched from landscape to portrait without turning the camera, it did so automatic as the camera recognised the image was containing one person, but it could be set to manual. The science was sound, it is a consequence that we saw 10 years ago as mobile phones became more generic making the software part the distinguisher. Camera’s (the non high end ones) will go generic and modular. It only makes sense, the shape and the distinguishing form of a camera is a foregone bye bye in the world of digital abilities, it is like expecting a deep space vehicle to show aerodynamical options, in a place devoid of oxygen. And as we start realising that in generic use shape no functional is expensive, a market driven margin need, will take the functional over the looks of a camera. As I stated there will always be a market for the high end Nikon, Cannon and Hasselblad systems, they are for photographers, yet the larger consumer groups need a different approach, just like they will when we realise the draw back of a market facing Neom City, marketing in a city 20 times the size of New York needs a different stage of marketing and a different stage of approaching consumers and as that stage changes, the rest will catch up. Now my mind is concocting a view on the altering camera market and it makes sense that Kodak would want a piece of that. A modular camera that has the setting of a camera, but as the people adjust, so does the camera and the camera has taken a log of hits since the Android and iPhone hit the market. They are now at 12MP, which fits the massive need of the people, but the camera is still there to fill a need, a camera roughly 4 times the size of an iPhone fits 400% more electronics and with that a lot more software, so the flash, battery and finders can be more intelligent, more light capturing and could fit the GoPro need of 4K, and when that happens the people will adjust to the modular setting of the camera.
A setting that makes sense, a setting that seemingly has the potential of a new wave, but this time there is one setback for the Americans. The Eastman Kodak Company is no longer alone, now it has to compete with both Japan and Korea, optionally China will have its version as well, they are all on par, and it is the innovative player that takes the biggest slice of that cake, it has always been that way, yet now America is no longer in pole position. It is competing with South Korea to the largest extent and that shifts the spectrum of anticipation. Once we looked towards America for innovation, that time has gone and now everyone is shifting its view to what South Korea and optionally China is bringing to the table. A stage that I set not merely on what technology is more advanced, but on a stage of what technology is most adaptable, especially in this economy, where for the next 10 years people can only spend a dollar once, so the dollar that can be used in three directions is the one they choose, in this world ‘Buy American’ cannot hold water, not when spending is too limited. And it is not an American setting, most nations want the approach of ‘Support your local hooker’, but the people, the consumers, that largest group has no money to spend, no cash left for the next decade as such the adaptable maker of goods gets to win. And it is in that environment that players like Amazon will clean house. Can you truly expect that a local bookshop handing us a book at $75, which would be a very acceptable price, will win out against Amazon offering the same title at $17.95? In that world where people need groceries and have bills, Amazon takes that cake, and it does so way too often, this is not the fault of the Bookshop, it is the flaw of local governments that saw what was coming, but they decided to sit on their hands and this part matters, as Amazon changed the way we approach of what we buy and where we buy it, the next stage, camera’s will have an opportunity to approach consumers they never had access to before, the online shoppers for long term goods. And in all this the camera, the price-tag and the stage of modularism takes a new flight, so what will come next?
I cannot pretend to have the answer, merely a joke. New Zealand has now launched a competitor to the Tesla electric car, it is $9,500; $7,000 for the car and $2,500 for the extension cord. Yes, it is a little funny, but the stage of modularism is still in there and it is no laughing matter. I saw this field grow in 2010 at UTS, the patents were pointing in that direction, even as they never mentioned it, you do not set up patents to that degree without a long term scope and in that scope modulated parts make sense and I reckon that soon the camera will face that evolution as well, perhaps it already is.
Hasselblad, Canon, Nikon, iPhone, Android, China, South Korea, Kodak, Neom City, USA, UTS, Consumerism, Japan, Eastman Kodak,