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Polaroid and the Digital Home

“Easy” is a potent value proposition for Digital Home solutions 

Just heard Scott Hardy, EVP of the Product Group at Polaroid, speak at a BrandMatters event in Minneapolis. 

Turns out Polaroid is not quite dead yet. In fact, they’re feeling much better now, thank you.

Get this:  Five years after entering the LCD TV market, Polaroid is #4 in market share - ahead of Sony, Philips, Toshiba, Panasonic.  If you’ve missed their rebirth as a mid-tier consumer electronics brand, you better pay attention.  They’re going after the Digital Home market in a big way.

Takeaways from Scott:

  • By 2009, the average consumer will have over 5 terabytes of personal and commercial content in their home.
  • That content is out of control, in a disconnected household.
  • Polaroid is harvesting their legacy instant film business and investing in Digital Imaging and Digital Lifestyle businesses to go after this segment.
  • They are targeting the Home Server space with Freescape, to provide a simpler solution than Microsoft Home Server and PC-based central home storage.  These are plug-and-play retail solutions that are very compelling.  Don’t see it on the web – could be a yet-to-be launched product line.
  • Unique product available now: Photokeeper an external hard drive that plugs into your computer and automatically sucks all the photos out to back up every photo on your PC.

Interesting storage solutions coming from a different direction and perspective than PC and storage players. 

I still think a data-centric view like Seagate has is a better solution than a view-centric one like Polaroid’s, but in the retail space it could strike a nerve.

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