There are certain business names that are immediately recognizable and can be associated with a particular product. Mention Kodak and most people will relate it to photographic film and connected materials. Indeed throughout the vast majority of the 20th century the company which was founded way back in 1889 by a gentleman by the name of George Eastman, were the dominating brand, peeking in the 1970's with a market share in excess of 90% of sales in the United States.
Ironically however, it is their invention of the digital camera that is threatening their very existence. They have failed to firstly anticipate and then subsequently to react to the world's transition from film to digital photography and consequently found themselves lagging behind with profit margins falling alarmingly. This trend has continued year after year over the past 6 or 7 and culminated in them filing for bankruptcy protection and seeking almost a billion dollar credit facility to enable them to continue trading.
Realization has kicked in and they now focus their efforts to turn things around on the digital imaging markets. This strategic shift in emphasis is looking to capitalize on their innovative technologies in the printer ink business. It may be a risky strategy in a climate of electronic messaging, but there are projections that hope to see considerable profits by as early as next year. They produce a full line of document capturing software and compatible ink cartridges that are at the low end of the price bracket, when compared with competitors.
With the company experiencing testing times, this restructuring project does appear to be on track, although there have been a few suggestions that some of the advertising used has been somewhat misleading. This centers around the use of a small amount of colored ink for black prints, but in fairness practically all the home printers of today do the very same, irrespective of the manufacturer.
It has to be said that Kodak never compromises its quality in any quest to make savings. They employ pigment-based ink technology as their vibrancy controlling solution for their dye-based inks. This ensures that the text is super sharp, the documents and photographs are reproduced in superb color, which dry in an instant and are completely water resistant too.
They have a relatively new business team in operation that has been established to assist companies in their full range of devices that use their impressive selections of printer inks. This group of talented individuals have the experience and knowledge of the solutions best suited to specific needs. It is part of the recovery plan intended to expand its portfolio in the digital printing market place, with the additional selling point of producing packages and interfaces that allow Kodak imaging technologies to drop easily into more or less any type of requirement.
Investing heavily in the inkjet side of commercial businesses and associated software could well be the route that rescues this famous name from a potential complete fall from grace. The early signs are encouraging.