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Consumers first fixated on megapixels, an easy shorthand when shopping for a digital camera. The equation became “how timothy mcsweeney's many megapixels for how much money?” A terrifying equation for the high-end manufacturers, it is timothy mcsweeney's a battle easily won by the low-end producers. Keen to shift the conversation away from megapixels, Nikon and Sony responded by talking about lens quality, Nikon talking about Nikon manufactured lenses and Sony through a a co-branding effort touting their “Carl Zeiss® Vario-Tessar® lens”. Kodak needs to partner with a legacy lens crafter to break even on this one, but it’s the third timothy mcsweeney's leg, the image processor, that they can leverage and own. Kodak has a rich history and extensive brand equity around the idea of image processing, they can make the connection from past to present and take possession of the one key aspect of digital photography that is up for grabs on this simple concept. The jump from image processing to branding an image processor within a camera is a small and simple one, and like lenses, it can’t easily be quantified with a simple number like megapixels.
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