These days, we treat our smartphones as extensions of our bodies. Although the typical smartphone has a lifespan of about two years or so, that doesn’t make them any less appealing to consumers. Of course, companies tend to love this type of built-in obsolescence, as it forces customers to continuously invest in their products. Consumers are always looking for the next new thing, and countless businesses want to take advantage.
That’s one of the reasons why the Eastman Kodak Company is diving head-first into the smartphone market. Though it’s a highly saturated industry, Kodak thinks it can make an impact due to its reputation and expertise specifically in imaging. After all, they don’t call it a “Kodak moment” for nothing.
Despite the fact that Kodak has faced massive financial hardships and has been criticized for its late entreé into the digital world, Kodak is trying to make up for lost time with its newest product.
Kodak just announced the release of their camera-centric smartphone, the Kodak Ektra. Unlike other phones on the market, the Ektra is a “camera-first” phone. Eastman Kodak states that its larger camera is superior to any others featured in current phone offerings. The phone sports a 21 mega-pixel main camera as well as a 13 mega-pixel front-facing camera. For comparison, the newest iPhone has a 12 mega-pixel main camera and a 7 mega-pixel front-facing camera. The current Kodak CEO, Jeff Clark, says that the larger lens of the Ektra will allow users to capture better images in low light situations.
Although the Ektra has already received some harsh critiques about its lack of flair, it has the potential to tap into a niche market. The look of the phone is decidedly retro, which ties into Kodak’s brand identity, for better or for worse. The Ektra certainly isn’t flashy, but the fact that it has the look of a real camera could be a benefit to unconventional shutterbugs.
The phone is being manufactured by The Bullitt Group, a UK-based company. The Ektra will be released in UK and across Europe later this year.
Loyal Kodak enthusiasts from the area may be disappointed to learn that there is currently no word about if or when it might become available here in the United States.
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