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What's Developing At Polaroid

Boot Camp feature for Monday, January 22, 2001

What's developing at Polaroid. I'm Fred Fishkin with Bloomberg Bootcamp. What's developing is a growing digital photography business...

"Polaroid is starting to build upon our digital camera line. We actually had the number one camera in mass last year and what we're trying to do is take that to new levels.And so what we're trying to do is come up with new products such as the new 2300 Z which takes 2.3 megapixel pictures and allows users to blow up their pictures all the way up to 8 by 10."

Polaroid's Craig Armstrong. The company has made its mark with some of the most aggressively priced digital cameras...

"And that's been our whole strategy from the beginning is something that would allow customers for the first time to enter the digital camera market. So what we've done is we've really targeted the first time users with a range of products anywhere from 59 dollars all the way up to under 400 dollars."

That's where the new two megapixel 2300 Z comes in. And leave it to Polaroid to come up with a way to merge the new digital technology... .with its good old instant print film...

"What people are looking for is an easy way to print. And so what Polaroid has come up with, building on our instant expertise is a printer that has the ability to print via CompactFlash card from any digital camera. So what I can do is I can take a CompactFlash card out, put it into the side here, and within fifteen seconds out will come a print... from my digital camera."

And you thought digital photography was a threat to the instant film business. The new P500 printer sells for about 249 dollars. Bootcamp, I'm Fred Fishkin, Bloomberg Radio.