| After months of anticipation, Kodak announced its entry into the home photo printing market on February 6 at an event in New York City. The new round of home printing products joins a Kodak digital imaging portfolio that already has leadership positions in home 4” x 6” printers, as well as retail and online photo printing. Kodak claims that it is going against the industry-wide practice of selling inkjet cartridges at a hefty markup to generate profit while selling hardware at minimal margins. Indeed, the company plans to sell hardware at what it calls “a fair price,” while significantly reducing the cost of ink, compared with other vendors in this market. This is a bold move that will no doubt cause widespread industry reaction—especially if Kodak can substantiate its cost-per-page value proposition.
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