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The Good Enough Revolution PDF Print E-mail
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Tags: camera | software

legoIn 2001, Jonathan Kaplan and Ariel Braunstein noticed a quirk in the camera market.

All the growth was in expensive digital cameras, but the best-selling units by far were still cheap, disposable film models. That year, a whopping 181 million disposables were sold in the US, compared with around 7 million digital cameras.

Spotting an opportunity, Kaplan and Braunstein formed a company called Pure Digital Technologies and set out to see if they could mix the rich chocolate of digital imaging with the mass-market peanut butter of throwaway point-and-shoots. They called their brainchild the Single Use Digital Camera and cobranded it with retailers, mostly pharmacies like CVS.

The concept looked promising, but it turned out to be fatally flawed.

 

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