Consumers are sold on digital cameras. They’re everywhere. They’re in the hands of toddlers and grandparents, and they’re built into devices from phones to MP3 players. Recognizing the devices’ ubiquitous and mass-adoption status, CEA’s Digital Imaging Division wants to move consumers’ understanding of digital imaging beyond just snapping the shutter. Those in the industry know what many consumers don’t, that the value of digital imaging is not the act of taking the pictures, but rather the joy of sharing them. CEA believes products and services, such as personalized memorabilia and photofinishing, plus solutions that help consumers integrate their digital imaging devices with other CE products, like HDTVs and portable electronics, will keep the digital imaging market hot for years to come. Division members, comprised of hardware and accessory manufacturers, photofinishing and service providers and other photo-industry leaders, see huge opportunities ahead for the category. They also know that educating the consumer is essential for sustaining a growth category.
CEA’s own market research data shows that cameras and camcorders make up just one piece—less than half—of the $20 billion imaging market. This figure points to opportunities for specialty photo retailers, online service providers and manufacturers. Even beyond camera replacement, what products and services will entice digital camera buyers to spend within the category after their initial purchase? The opportunities lie in the other segments, such as accessories, printing, sharing and archiving, but consumers first need to learn what they can do. “It all centers around education,” says the Digital Imaging Division’s Promotions Committee Chair, Bruce Kuperman of DBL Distributing, Inc. The Promotions Committee is employing satellite media tours, video news releases and CEA’s own Digital Answer Man tour to showcase opportunities for consumers to use digital imaging products in combination with other CE devices and services for the ultimate experience.
CEA’s Digital Imaging Division is focused squarely on promoting and growing the digital imaging category. “We want the 115 billion images living on computer hard drives to see the light of day on a video display, a portable device, in a frame, a personalized photo book or custom greeting card, and we want to convince consumers to back up their images,” says Kuperman. The members within the division recognize the important role of education as part of the industry’s growth. “Consumers don’t know what they want to do yet,” says Steve Tiffen, vice chair of CEA’s Digital Imaging Division and CEO of The Tiffen Company. “We have a jubilant customer who is still excited that taking picture doesn’t cost a dime!” Moving consumers along the digital imaging path from shooting to equally rewarding and exciting activities, such as sharing, printing, and storing, will take time and an industry-wide education effort. Growing the category beyond camera sales will require a thorough understanding of the current base of digital camera owners and their behaviors and desires as it relates to the digital images they’re snapping.
To that end, one of the Digital Imaging Division’s goals this year is to conduct a comprehensive consumer research study to get a better understanding and identify alternate retail opportunities. The results of this study, expected later this year, will help pinpoint what consumers are planning to do with their photos at the time that they take them and identify any opportunities in services or technologies to help get them there. The consumer research will also explore how, when and why consumers print and share their digital images and identify revenue opportunities for printing and storage services. Finally, it will study how digital camera owners determine that they need a camera accessory so as to identify opportunities for retailers. Having a better understanding of consumer behavior and interest in sharing their images will allow CEA and its members to tailor messages to address specific consumer needs.
In addition to the consumer research study, the Digital Imaging Division will launch an updated version of both its consumer buying guides and retail sales training programs this year. The CEknowhow.com (retailer) and MyCEknowhow.com (consumer) programs, first launched in 2004, aim to take the conversation on the sales floor from simple camera sale to selling the entire digital imaging experience. With an increased emphasis on integration and sharing, CEA wants consumers to make the connection—figuratively and literally—between their camera and images and the rest of their CE experience. The content updates to the retail sales training will highlight solutions and connections that consumers likely don’t know exist. Understanding that retailers are on the front line when it comes to selling the industry’s products and services, CEA will continue to update and refine its retail sales programs. “Consumers need a place to be educated,” says Kuperman, “and that is part of the service the retailer provides.”
Digital photography has created an incredible value proposition for the consumer by making picture taking instantly gratifying and predictable compared to film. But it has introduced a new unknown, leaving many consumers wondering what to do with their thousands of digital images. Digital photography has done away with the urgency to print pictures, but how many consumers are excited about what else they can do? CEA’s Digital Imaging Division will spend this year reaching out to consumers through various means to get them excited about sharing, whether online, on screen or on paper. Many in the industry believe that technologies, services and products that allow consumers to share digital photos in any way, including in-home, in-store and on-line printing, will ultimately grow and thrive. “Sharing prints is still a social norm,” says Tiffen, “much in the same way as going to the mall to Christmas shop or going to a bank branch to do banking.” He predicts an increase in print developing as consumers understand what they can do with their digital photos and where they can do it. “It will come back larger than we can anticipate,” says Tiffen.
To learn more about CEA’s Digital Imaging Division activities, consumer research studies and the CEknowhow.com program, visit www.CE.org.
