Reasons Behind the Demise of Kodak

pbahra tips a story that goes into the reasons behind Kodak's decline and fall. Quoting: "With digital, a significant shift in mind-set occurred in the meanings associated with cameras. Rather than being identified as a piece of purely photographic equipment, digital cameras came to be seen as electronic gadgets. The implications of this shift were enormous. With digital devices, newcomers such as Sony were able to bypass one of Kodak’s massive strengths: its distribution network. Instead, digital cameras became available in electronic retail outlets next to other gadgets. Kodak was now playing on Sony’s and other entrants’ turf rather than its own. Similarly, Kodak’s brand came to be associated with traditional photography rather than digital."

Comments

So, let them die.

[Geoffrey.landis]

I'm not sure why people think that it wasn't a right and proper thing for Kodak to die.

Kodak's strenght was film photography. There turned out to be plenty of other companies with strengths in digital, why should Kodak have colonized that market? Let them produce the stuff they're good at as long as people want it, then quietly go away. There's no reason corporations need to be immortal.

Re:So, let them die.

[cshirky]

But this assumes that the natural lifespan of a company is infinite. What I think Geoffrey is saying is that when Kodak went out of business, the answer to "what exactly went wrong?" is that nothing went wrong.

Here's an analogy: Imagine I offered you one of two things: 200 millions tons of granite rubble, or a cathedral. Which would you pick?

The cathedral is the obvious choice -- the stone in its raw state is fairly dull, while a cathedral is a spectacular work of architecture, the fruit of countless hours of skilled human effort. The cathedral has value right now, while the rubble isn't good for much without an enormous amount of additional labor.

What if labor was part of the equation, though? What if I gave you a choice between the beautiful cathedral and the chaotic rubble, with the stipulation that, after you chose, it was your job to build a bridge.

Now you want the rubble. Though the cathedral and the rubble are made up of about the same amount of stone, building the bridge out of the rubble will consume all the energy required to build a bridge, but building the bridge out of the cathedral will require all the energy needed to build a bridge plus all the energy required to dismantle the cathedral. For some tasks, it's simpler to start with raw material than with a beautiful structure that has to be dramatically altered to serve your purpose.

Now imagine I offered you one of two things: You have to build a digital photography business, and you can start with Sony, or Kodak. Which would you choose?

The problem Kodak faced wasn't that they couldn't have become a digital photography business. The problem Kodak faced was that the digital business was so different from what they are good at that the restructuring costs were crippling, *precisely because they were perfectly adapted to the previous era.*

Canon

[El Lobo]

That didn't prevent other giants of traditional photography like Canon and Nikon to evolve and adapt to the new era, successfully competing again the new kinds.

Another perspective from a pro photographers view

[yodleboy]

read this: A Photographer's Eulogy for Eastman Kodak a couple of weeks ago and it's a good complement to TFA. Among other things, the author recalls a meeting with a Kodak product manager in the early 90's who's response to digital on the horizon was "How do we stop this thing?" He also notes this wasn't the first time Kodak's ego got in its own way. Anyway, an interesting read.

But...Kodak invented digital cameras

[MpVpRb]

From Wikipedia...

1975: Steven Sasson, then an electrical engineer at Kodak, invented the digital camera.

1976: The Bayer Pattern color filter array (CFA) was invented by Eastman Kodak researcher Bryce Bayer. The order in which dyes are placed on an image sensor photosite is still in use today. The basic technology is still the most commonly used of its kind to date.

They also produced the first digital SLRs

http://en.wikipedia.org/wiki/Kodak_DCS

And, their sensor division made extremely high quality sensors for scientific, industrial and consumer cameras.

Makes it even more ironic and baffling that they couldn't make it in the digital world.

Re:Pretty simple

[Tharsman]

They failed to react to changes in their market.

Not true, Kodak actually adopted digital technology extremely early. They ventured into inventing many of the first generation digital photography technologies in association with Apple (and that’s biting them in the rear since now the patents they got from that and are using to sue Apple, among others, are being disputed by Apple as also or exclusively belonging to them.)

What really killed Kodak was the structure. The company had an extremely high profit margin business model in the film arena. So profitable they own[ed?] their own silver mills. When digital photography came to be, and film finally died, a humongous branch of their business died.

The only way for them to survive would have been to axe a gigantic percentage of the company, firing insane chunks of their manpower and getting rid of a lot of physical assets. The problem with such a move with a publicly traded company is that it makes it sound like the company is dying; investors will pull back in a heartbeat if the company suddenly axes over 60% of their manpower (and I’m being generous, they likely would have had to cut back even more.)

Another issue was that Kodak had too many eggs in one simple basket. They did go into photocopiers and printers, but those are two shrinking markets. In fact, now that it’s dying the company finally decided that they may as well axe the entire photography business and stick to printers. At this point they have little to lose since everyone knows they are walking dead. Investors that would had pulled out already did.

Kodak could have expanded in other fields, like computers and displays or TVs, spread their boundaries. This would have made them a bit more resilient to any given branch drying up. Or they could have gone the Apple way and not expand like crazy just because they can, keep a huge stockpile of cash in the bank and not expand operations just because they can afford to, only if they had to. Actually Apple did both. They expanded from computers into music, mobile smartphones, and TV setup boxes (business that is rumored to expand even further) not to mention invent a brand new computing branch with content consumption focused tablets.

So, Kodak did try to adapt, react and even be proactive, but restricted themselves to the familiar grounds (photography) and decided to live (like most companies) using up almost all their income nearly as quickly as they acquired it.

Re:Pretty simple

[jellomizer]

More to the point their Marketing failed to convince their consumers that Kodak was changing with the market.

Right when Digital cameras were getting popular, Kodak should have gone all out in their marketing trying to sell their own Digital Cameras and far more effort on their Printers and such.

The problem with their Printer Campaign was they were trying to sell that they have lower Total Cost of Ownership... It is really tough to sell Lower Total Cost of Ownership, They should have pushed High Quality Images... And TCO is one of the benefits that customers will get later.