Kodak unveils new logo after 70 years

Recently introduced in Las Vegas but not yet shown in India, Kodak's still "awaiting guidelines in this matter".

The $13.5 billion photography giant Kodak has introduced a new logo that does away with the graphic "K" and simply shifts to the word Kodak in a new typeface.

The company's distinctive red and yellow colours have been retained, but not the box that has contained the word "Kodak" for the past 70 years.

The logo change, designed to reflect Kodak's varied businesses - from digital cameras, computer software, health imaging, pre-press and document imaging - was introduced by Kodak chairman and CEO Antonio Perez at a recent consumer electronics show in Las Vegas.

Confirming the development, Kodak India managing director Ravi Karamcheti said they were "waiting for guidelines in this matter". Kodak developed the world's first digital camera prototype that was used by NASA in 1975.

Meanwhile, Kodak India has introduced several innovations in the Indian market. For instance, it recently introduced the "Kodak Picture Kiosk" which "eventually should find their way in the shopping malls in Bangalore, Mumbai and Delhi to begin with".

"Anyone with a camera phone or digital camera can walk in, insert a compact disc, memory card or USB (universal serial bus) drive and walk out with a print photograph (of course, after paying for it online or to the person manning the kiosk)," says Karamcheti. The online payment option, though, might take a while to materialise in the Indian environment.

The kiosks, which sell at Rs 450,000 (excluding taxes), will target high-traffic areas like shopping malls, grocery chains and petrol pumps.

"We have consciously invested on creating a retail environment. We have over 20 per cent of the market share in the digital camera business. In the health imaging sector, we have a 50 and 60 per cent share in the consumer and amateur sectors, respectively. Our strength is that we don't just sell devices but also a system - from capture to printing. Besides, we have a wide range of choice," says Karamcheti.

Despite the digital camera boom, Kodak India continues to be bullish about its "traditional" business, which deals with analogue cameras.

While there are about 2.5 million analogue cameras being sold annually in India, the sale of digital cameras stands at a fraction - around 320,000 digital cameras every year.

"It's but natural for us to concentrate on our traditional business too. We are investing in the B and C class towns. It might take around five to seven years for the analogue camera business to slow down," explains Karamacheti.

However, camera phones are getting increasingly sophisticated. Admitting this, Karamcheti says, "We have to take cognizance that camera phones are getting better. However, there is an issue of what size print outs can you get. Besides, there will always be the need for very high-resolution prints that a camera phone is simply not tailored to meet."

Karamcheti opines that for digital cameras - which are growing at around 60 per cent year-on-year - to catch on, the government must halve the current duty structure. The grey market for digital cameras, too, is on the decline.

"Our pricing strongly discourages the grey market. Besides, users demand after-sales service that the grey market cannot offer," asserts Karamcheti.