6Sight 2010: Future of Photography – Part 2

From Publisher to Producer – Basically, the „DNA“ of the seller has to change. Pictures are only a tool and not a permanent value anymore. They are valuable only because of the creative possibilities of special processing and design that do not know any boundaries at all. Boring traditional photo books, as we know from our parents would not interest anybody any longer. That’s why dealers need a greater flexibility. Seen from the online side, better corrections and image enhancements are needed, but in a way that the end user should not notice it, so that the user is just thrilled about the simplicity of its possibilities.

Here again you can see the greatest desire of the community: to share one’s life and to participate actively in the life of others. Ed Monahan noted that it is about a balance of powers. Things should not be replaced but expanded. The customer should be actively helped to preserve their favourite moments.

Simplicity & Education

One of the most important points for customer loyalty and support is to make the products more user friendly and to educate customers at the same time how to make use of the products. This is only possible in order to deprive the customer of the fear of the products and avoid potential pitfalls from the outset, said Gary Pagean. These programs must be self-explanatory and easy to use. With complex, incomprehensible software nobody is helped. The photo industry must also get a better understanding of the social media, as this medium is a win-win situation where both can learn from each other.

The demographics of the photographer have also changed. Currently, the photographer demographic has switched to 5% of professionals and 44% of enthusiasts. The remaining 50% is split almost equally between the Beginner and Advanced. Women make more, save more and print more than men and then share it with the social networks. The higher the level of education in both sexes, the more it takes place. A similar pattern can be determined in print. Men from all levels of education tend to print more at home, women are usually more inclined to let their images to be printed by professional labs.

Value = World Wide Sharing

While many social networks offer the opportunity to include photos so, however, the possibilities for the user to be creative are often limited. Reasons are either the images are compressed down to save space, so for instance Facebook has only recently increased its stored resolution of 640 × 480 pixels at 2MP. For many products, the photo size is still too small. Additionally there are also no bad or APIs, which allows easy access to the photos of a user.

Facebook stores billions of images with lots of metadata. Easier access to use them would be from advantage for the photo industry. Through social media, the customer is easily accessible and can be addressed effectively offering solutions to the needs and desires of the masses.

It would be helpful and effective for many purposes to reach the Facebook community. Here you can operate live video streaming, blog posts and discuss about received customer reviews. The integration of this video is a wonderful way to tell emotional stories. However, a picture is still telling a thousand times more than any video. A picture is something permanent a video is something rather volatile. Here again, the aim is that people want to hold something in your hands and not only a DVD with a video or slide show

In addition to the photographic prints, there are also the camera and photo printer, and other accessories. Again, the dealer has the problem that the customers are paying attention to the price but at the same time see little need for product counselling. Still the right choice of camera is a problem today, and often the buying of camera a hit or miss. But here again, the Internet has outstripped the retailer. So is the most widely read portal Amazon for customer reviews.

For the industry is today is the most important factor customer loyalty – Brand loyalty for camera manufacturers, as well as the preferred photo service. Especially from the point of social media it is an important marketing tool, but this is not yet used by many. Especially because of customer responses a viral effect would occur, that could be a advantage but also can discourage the customers. The photo industry here should really have a special understanding for their customers because:

People want to tell their stories, which should be used here!

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