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TheBigYellow’sfocuson
disruptivetechnology(Imagingon
Business) EYGLOBALSHAREDSERVICES
DENO THANKACHAN
Kodak’s focus on disruptive Technology| 1
Overview
Road to bankruptcy…………………………………………….. 2
Kodak’s Digitalization favoured portfolio……………… 3
Kodak today…………………………………….……………………4
Kodak’s strategy for future …………………………………. 5
Conclusion…………………………………………………………….6
Kodak’s focus on disruptive Technology| 2
Road to bankruptcy:
Now a days the photos are posted
(in Facebook), tweeted and even
Instagrammed. Before all these
digital cameras were disruptive
technology, Steve Sasson, an
engineer at Eastman Kodak in the
late 1970’s invented the Digital
camera & called this technology
“Filmless photography”. In those
days Digital camera had bad
reputation due to the lack of digital
consumer able products and digital was expensive. Today everything is digital.
The invention of digital camera
changed the world of photography.
Also with the innovation of this
technology, lead to the downfall of
Kodak. Kodak in order to compete in
the digital age, George Fisher,
Former CEO of Kodak (1993 – 2000)
made investments in Digital frames
and also in one of time, Kodak
owned the largest market share in
digital camera sales, but the revenue
continued to decrease.
In 2005, Kodak brought Antonio
Perez as the new CEO, who saw
the future of Kodak in consumer
printers and had problems in
changing the culture & legacy
Kodak leadership at Eastman
Kodak. On January 19 2012,
Eastman Kodak filed for Chapter
11 bankruptcy protection.
Source:
https://www.technologyreview.es/printer_friendly_article.aspx?id=39219
https://www.technologyreview.es/printer_friendly_article.aspx?id=39219
Kodak’s focus on disruptive Technology| 3
Kodak’s Digitalization favoured portfolio
Kodak helps customers to achieve results & its portfolio of products is organized into two
categories.
1. Digital printing & Enterprises a. Digital Printing Solutions
i. Roll-fed and Cut-sheet production process
ii. Inkjet Print heads
iii. Original Equipment Manufacturer (OEM) Partnerships
iv. Consumables
b. Functional Printing
i. Flexo Solutions (Displays, Smart packaging)
ii. Thin Film Solutions (Specialized substrates)
c. Enterprise Services
i. Security solutions
ii. Government modernization
d. Flexo Packaging
i. Flexo Solutions
ii. Proofing Solutions
2. Graphics Entertainment & Commercial Films a. Graphics
i. Computer-to-Plate Output devices
ii. Digital Plates
iii. Controllers
iv. Unified Workflow Solutions
b. Entertainment Imaging & Commercial Films
i. Camera, Print & Aerial Films
ii. Printed Circuit Board Films
iii. Consumer Film for Supply Agreement
c. Other Businesses
i. Global Technical Services
ii. Intellectual Property
iii. Brand Licensing
Source: Kodak.com, http://www.kodak.com/ek/US/en/corp/default.htm
Kodak’s focus on disruptive Technology| 4
Kodak today
Around 40 buildings and about 6 million square
feet of space was taken down. There existed so
much of mixed emotions. It’s ironic that at Kodak
Park (now Eastman Business Park), now sauces
are made where Kodak used to make Camera
bodies. Kodak has presence are into Graphic
Communications; Packaging; Touch Screen
Sensors; Motion Picture Film; Industrial Materials
Group & Consumer Inkjet.
Today, Kodak is a Technology Company focused on Imaging on Business. Kodak headquartered in
Rochester, NY has manufacturing support around the world supported by around 7300 employees
globally in four operating regions.
� US & Canada Region
� Europe, Africa & Middle East Region
� Asia Pacific Region
� Latin America Region
Commercial printers and Publishers use Kodak solutions from both segments to produce magazines,
newspapers and books as well as advertisements and documents. Packaging printers use Kodak
products helping them to create eye-catching packaging from groceries, electronics and other goods
we usually see in store shelves. There is emerging market for functional printing i.e. printing
products that have functional and visual purpose and also Metal Mesh Films used in touch screen
sensors in smartphones, tablets & PC’s.
Packaging, Digital printing & Functional printing represents market transitioning to newer
technology. This provides Kodak with sufficient opportunities to growth in established markets such
as Graphics & Entertainment. Graphics business in Kodak includes printing plates & the information
on pictures to be printed.
Kodak offers software that helps automate the flow of work through a Print shop (Unified Workflow
Solutions) from receiving & preparing jobs through scheduling & printing them. Kodak is continuing
to provide films for the motion pictures & advertising industries as well as for surveillances, for
Circuit Board manufacturing etc.
Kodak’s current revenue stream is from Portfolio of products plus generating revenues from
licensing their widely recognised Kodak name. Kodak is currently serving customers with disruptive
technologies and breakthrough solutions especially Digital Imaging technologies.
� Kodak Stream Inkjet Technology – For packaging and printing solutions
� Kodak SQUAREspot Imaging Technology – Integrated Thin Film technology into fastest &
digital Inkjet press for producing Black & White textbooks.
Source: http://www.democratandchronicle.com/story/money/business/2015/07/10/eastman-kodak-building-
demolition-implosion/29964323/ ; http://quotes.wsj.com/KODK ; kodak.com
Source: www.kodak.com
Kodak’s focus on disruptive Technology| 5
Kodak’s strategy for future
Source: http://www.cmyktrends.com/off-set-blog/will-kodaks-strategy-work
Kodak’s focus on disruptive Technology| 6
Conclusion
Eastman Kodak the company who invented the first camera was unable to adapt to the
technological era of cameras, thinking that it will eventually disappear and instead continued to
focus in film and printing. They discarded the technological change thinking that it’s too expensive,
too slow and too complicated. Kodak didn’t base their strategies around markets’ wants and
consumers’ needs; instead it based it on its own business model which wasn’t open for any
upgrading.
Competitors such as Fujifilm, Nikon, Sony, Canon and many others managed to continue innovating
their products and services over the years.
After struggling to adapt with the digital world of photography and bankruptcy filing in 2012, Kodak
returned to NYSE in 2013. Now Eastman Kodak Co. operates as a technology company focusing on
imaging for business. It serves customers with disruptive technologies and breakthrough solutions
for the products goods packaging, graphic communications and functional printing industries.