In future digital services can be only successful, if we understand the behaviour of the " I- POD, YOU TUBE, MOBILE PHONE" generations. Imaging is no longer a mainstream . Those consumers do not have any experience with traditional photography and print services. The analogue world is history for them. But what we see at retail is very encouraging. The 50 + generation, grown up with film and prints uses digital imaging services quite naturally. Women with children, the traditional caretaker of family memories, do not hesitateto print their pictures at the kiosks. But without any doubt the I -Pod, Mobile Phone generations are the real challenge. Imaging is just a small part in the multi media world and consumers have more choices than ever to spend their money.
How can we position imaging better?
Can we attract them with new kiosk services, for example? Prints plus music download , mobile content and other options? If so, we have to combine new imaging and multi media applications faster in one very attractive consumer touch point to keep imaging in the game.