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Disposable Digital Cameras
Pure Digital was actually the first to exhibit the concept at a photo trade show in 2002 and were test marketed soon later for $11 each. In contrast, the disposable film cameras, which retail for $4 to $10, is a market dominated by Kodak and Fuji. Despite the new innovations in the field, such as the entry of digital cameras, many analysts say that the market for click-and-toss cameras peaked in 2004 with around 460 million units sold. Disposable Digital Cameras History The first one time use digital cameras were introduced in late 2003, when Pure Digital started offering their Dakota-brand disposable camera in 14 cities through Ritz Camera and Wolf Camera retail stores. The first generation one time use digital cameras were sold for $11, and were targeted at customers who wanted an inexpensive, single-use camera and were interested in trying digital for the first time. The first disposable digital camera, the Dakota Digital, could capture up to 25 snapshots and used a CMOS (complementary metal oxide semiconductor) sensor. It had 12MB of internal memory. The camera ran on AA alkaline batteries. On the downside, the first model did not have a LCD for viewing pictures, but did have a delete button to erasing bad photos. Once the memory was full, these disposable cameras were taken back to the place of purchase, (Ritz or Wolf Camera). These cameras used a proprietary image format (Pure Digital Imaging Platform), which works only with Pure Digital's machines, found in their reseller stores. The second generation of disposable digital cameras with 2 megapixel resolution debuted in late 2004, when Pure Digital started selling them for $19.99 through CVS drugstore chain, The Disney World resorts, and Longs Drugs. Unlike its predecessor, the latest-generation disposable Pure Digital's have a color preview screen. Similarly to the first generation model, the new version cannot be hooked to a PC, but rather you have to bring it back to the place of purchase for developing the pictures. As for future directions, Pure Digital is in the process of developing software that will allow the one time use cameras to interact with camera phones. Also, they're trying to develop a product that would generate a whole new category of products: a disposable digital video camera. |