TheBigYellow’sfocuson

disruptivetechnology(Imagingon

Business) EYGLOBALSHAREDSERVICES

DENO THANKACHAN

Kodak’s focus on disruptive Technology| 1

Overview

Road to bankruptcy…………………………………………….. 2

Kodak’s Digitalization favoured portfolio……………… 3

Kodak today…………………………………….……………………4

Kodak’s strategy for future …………………………………. 5

Conclusion…………………………………………………………….6

Kodak’s focus on disruptive Technology| 2

Road to bankruptcy:

Now a days the photos are posted

(in Facebook), tweeted and even

Instagrammed. Before all these

digital cameras were disruptive

technology, Steve Sasson, an

engineer at Eastman Kodak in the

late 1970’s invented the Digital

camera & called this technology

“Filmless photography”. In those

days Digital camera had bad

reputation due to the lack of digital

consumer able products and digital was expensive. Today everything is digital.

The invention of digital camera

changed the world of photography.

Also with the innovation of this

technology, lead to the downfall of

Kodak. Kodak in order to compete in

the digital age, George Fisher,

Former CEO of Kodak (1993 – 2000)

made investments in Digital frames

and also in one of time, Kodak

owned the largest market share in

digital camera sales, but the revenue

continued to decrease.

In 2005, Kodak brought Antonio

Perez as the new CEO, who saw

the future of Kodak in consumer

printers and had problems in

changing the culture & legacy

Kodak leadership at Eastman

Kodak. On January 19 2012,

Eastman Kodak filed for Chapter

11 bankruptcy protection.

Source:

https://www.technologyreview.es/printer_friendly_article.aspx?id=39219

https://www.technologyreview.es/printer_friendly_article.aspx?id=39219

Kodak’s focus on disruptive Technology| 3

Kodak’s Digitalization favoured portfolio

Kodak helps customers to achieve results & its portfolio of products is organized into two

categories.

1. Digital printing & Enterprises a. Digital Printing Solutions

i. Roll-fed and Cut-sheet production process

ii. Inkjet Print heads

iii. Original Equipment Manufacturer (OEM) Partnerships

iv. Consumables

b. Functional Printing

i. Flexo Solutions (Displays, Smart packaging)

ii. Thin Film Solutions (Specialized substrates)

c. Enterprise Services

i. Security solutions

ii. Government modernization

d. Flexo Packaging

i. Flexo Solutions

ii. Proofing Solutions

2. Graphics Entertainment & Commercial Films a. Graphics

i. Computer-to-Plate Output devices

ii. Digital Plates

iii. Controllers

iv. Unified Workflow Solutions

b. Entertainment Imaging & Commercial Films

i. Camera, Print & Aerial Films

ii. Printed Circuit Board Films

iii. Consumer Film for Supply Agreement

c. Other Businesses

i. Global Technical Services

ii. Intellectual Property

iii. Brand Licensing

Source: Kodak.com, http://www.kodak.com/ek/US/en/corp/default.htm

Kodak’s focus on disruptive Technology| 4

Kodak today

Around 40 buildings and about 6 million square

feet of space was taken down. There existed so

much of mixed emotions. It’s ironic that at Kodak

Park (now Eastman Business Park), now sauces

are made where Kodak used to make Camera

bodies. Kodak has presence are into Graphic

Communications; Packaging; Touch Screen

Sensors; Motion Picture Film; Industrial Materials

Group & Consumer Inkjet.

Today, Kodak is a Technology Company focused on Imaging on Business. Kodak headquartered in

Rochester, NY has manufacturing support around the world supported by around 7300 employees

globally in four operating regions.

� US & Canada Region

� Europe, Africa & Middle East Region

� Asia Pacific Region

� Latin America Region

Commercial printers and Publishers use Kodak solutions from both segments to produce magazines,

newspapers and books as well as advertisements and documents. Packaging printers use Kodak

products helping them to create eye-catching packaging from groceries, electronics and other goods

we usually see in store shelves. There is emerging market for functional printing i.e. printing

products that have functional and visual purpose and also Metal Mesh Films used in touch screen

sensors in smartphones, tablets & PC’s.

Packaging, Digital printing & Functional printing represents market transitioning to newer

technology. This provides Kodak with sufficient opportunities to growth in established markets such

as Graphics & Entertainment. Graphics business in Kodak includes printing plates & the information

on pictures to be printed.

Kodak offers software that helps automate the flow of work through a Print shop (Unified Workflow

Solutions) from receiving & preparing jobs through scheduling & printing them. Kodak is continuing

to provide films for the motion pictures & advertising industries as well as for surveillances, for

Circuit Board manufacturing etc.

Kodak’s current revenue stream is from Portfolio of products plus generating revenues from

licensing their widely recognised Kodak name. Kodak is currently serving customers with disruptive

technologies and breakthrough solutions especially Digital Imaging technologies.

� Kodak Stream Inkjet Technology – For packaging and printing solutions

� Kodak SQUAREspot Imaging Technology – Integrated Thin Film technology into fastest &

digital Inkjet press for producing Black & White textbooks.

Source: http://www.democratandchronicle.com/story/money/business/2015/07/10/eastman-kodak-building-

demolition-implosion/29964323/ ; http://quotes.wsj.com/KODK ; kodak.com

Source: www.kodak.com

Kodak’s focus on disruptive Technology| 5

Kodak’s strategy for future

Source: http://www.cmyktrends.com/off-set-blog/will-kodaks-strategy-work

Kodak’s focus on disruptive Technology| 6

Conclusion

Eastman Kodak the company who invented the first camera was unable to adapt to the

technological era of cameras, thinking that it will eventually disappear and instead continued to

focus in film and printing. They discarded the technological change thinking that it’s too expensive,

too slow and too complicated. Kodak didn’t base their strategies around markets’ wants and

consumers’ needs; instead it based it on its own business model which wasn’t open for any

upgrading.

Competitors such as Fujifilm, Nikon, Sony, Canon and many others managed to continue innovating

their products and services over the years.

After struggling to adapt with the digital world of photography and bankruptcy filing in 2012, Kodak

returned to NYSE in 2013. Now Eastman Kodak Co. operates as a technology company focusing on

imaging for business. It serves customers with disruptive technologies and breakthrough solutions

for the products goods packaging, graphic communications and functional printing industries.