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This article is an introduction to the April\u00a017, 2018 seminar jointly organized by Total, HEC and Presans on Kodak’s missed digital turn, with the exceptional presence of Steven Sasson, the inventor of digital photography.<\/em><\/p>\n Capture of a workshop on LinkedIn, panoramic view of a beach on Instagram or untimely selfies on our Facebook timelines … Digital photography is today an integral part of our daily life, as a connected image. But this was not always the case, it was thought to be devoid of interest and without a future in its infancy.<\/p>\n It is indeed with the responsibility of a task considered insignificant that Steven Sasson, a 24-year-old engineer, begins his adventure at Kodak in 1973. His mission: to find a specific use to the device of charge coupling (CCD) developed in 1969 to convert emitted light into digital signals.<\/p>\n Sasson completes his recipe in 1975: converting these signals into numbers, storing the information in a RAM memory, transcribing it on a magnetic tape to connect everything to a television set. And PAF! It makes digital photos!<\/p>\n Sasson decides to present his device to a few Kodak executives: 3.6 kg on the scale, taking black-and-white photos of 0.1 megapixels in 50 milliseconds, recording on tape and\u00a0diplaying images on a television screen\u00a0in 23 seconds. This was the future happening \u2014 except it didn’t really. The reception of the idea did not really\u00a0move the crowds, as Sasson explains:<\/p>\n “They were convinced that no one would ever want to watch their pictures on a TV screen. The photo only existed on paper and for over 100 years, no one complained about the prints and they were very inexpensive …”<\/p>\n<\/blockquote>\n The Marketing team identified a strategic positioning problem. Kodak, who made huge margins on film, did not see the point of questioning the pattern of the chain of production\u00a0for\u00a0images which they controlled from A to Z: Kodak devices, Kodak film sales, Kodak paper, photo prints based on Kodak emulsions … A real Apple before the hour, with less flair. Concentrated only on photography, powerful Kodak did not need anybody and especially none of its then-competitors, who were more diversified (Canon, Nikon) and showed an inclination for industrial alliances (Leica-Panasonic, Zeiss-Sony). At the end of the day, Kodak filed a rather bland patent\u00a0for Sasson’s device, without particular investments on this new market.<\/p>\n 18 years later, Kodak begins its digital shift and markets its first device. The company declares bankruptcy in 2012. In 2013, it has 8500 employees and specializes in printing on paper for businesses, at the time of the digital revolution. Enough said.<\/p>\n So how did Kodak get so excited by letting the digital revolution slip through his fingers? What do we have to learn from the evolution of the concept of industrial risk-taking from the point of view of decision-making from yesterday to today? Would Kodak take first place in the Fortune Global 500 if its executives had used the Presans Conciergerie Service?<\/p>\n These are examples of questions we will discuss during this exceptional seminar, in the presence of one of the main protagonists of this case study that continues to unleash the passions of industrial strategists of all kinds.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”3.14″ background_position=”top_left” background_repeat=”repeat” background_size=”initial” global_module=”7929″][et_pb_column type=”4_4″][et_pb_post_nav global_parent=”7929″ _builder_version=”3.14″ in_same_term=”on” background_color=”#3d59a1″ title_font=”|800|||||||” title_text_color=”#ffffff” title_font_size=”16px” custom_padding=”10px|10px|10px|10px” border_color_all=”#3d59a1″ border_width_all=”2px” border_radii=”on|4px|4px|4px|4px” \/][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>","protected":false},"excerpt":{"rendered":" How a company that has seen the birth of the concept of digital photography is today specialized in printing on paper?<\/p>\n","protected":false},"author":182,"featured_media":6689,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":" Cet article est une introduction au s\u00e9minaire du 17 avril 2018 organis\u00e9 conjointement par Total, HEC et Presans sur le virage num\u00e9rique manqu\u00e9 de Kodak, avec la pr\u00e9sence exceptionnelle de Steven Sasson, l'inventeur de la photographie num\u00e9rique.<\/em><\/p> Capture d'un atelier workshop sur LinkedIn, panoramique d'une plage sur Instagram ou selfies intempestifs sur nos timelines Facebook... La photographie num\u00e9rique fait aujourd'hui partie int\u00e9grante de notre quotidien, en tant qu'image connect\u00e9e. Mais ce ne fut pas toujours le cas, elle qu'on pensait d\u00e9pourvue d'int\u00e9r\u00eat et sans avenir \u00e0 ses premiers balbutiements.<\/p> C'est effectivement avec la responsabilit\u00e9 d'une t\u00e2che jug\u00e9e insignifiante que Steven Sasson, fringuant ing\u00e9nieur de 24 ans, d\u00e9bute son aventure chez Kodak en 1973. Sa mission : trouver une utilit\u00e9 sp\u00e9cifique au dispositif de couplage de charge (CCD) mis au point en 1969 et permettant de convertir une lumi\u00e8re \u00e9mise en signaux num\u00e9riques.<\/p> Sasson finalise sa recette en 1975 : convertir ces signaux en nombres, stocker l'information dans une m\u00e9moire RAM, la retranscrire sur une bande magn\u00e9tique pour relier le tout \u00e0 un poste de t\u00e9l\u00e9vision. Et PAF ! \u00c7a fait des photos num\u00e9riques !<\/p> Sasson d\u00e9cide de pr\u00e9senter son dispositif \u00e0 quelques cadres de Kodak : 3,6 kg \u00e0 la balance, prise de photos en noir et blanc de 0,1 megapixels en 50 millisecondes, enregistrement sur cassette et affichage sur \u00e9cran t\u00e9l\u00e9vis\u00e9 en 23 secondes. Le futur \u00e9tait en marche. Sauf que non. La r\u00e9ception de l'id\u00e9e ne souleva pas vraiment les foules, comme l'explique Sasson :<\/p> \"Ils \u00e9taient convaincus que personne ne voudrait jamais regarder ses images sur un \u00e9cran de t\u00e9l\u00e9viseur. La photo existait uniquement sur papier et ce depuis plus de 100 ans, personne ne se plaignait des tirages et ils \u00e9taient tr\u00e8s peu co\u00fbteux\u2026\"<\/p><\/blockquote> Car l'\u00e9quipe Marketing y voyait un probl\u00e8me de positionnement. Kodak, qui r\u00e9alisait des marges colossales sur les pellicules, ne voyait pas l'int\u00e9r\u00eat de remettre en question le sch\u00e9ma de la cha\u00eene de production d'une image qu'ils contr\u00f4laient de A \u00e0 Z : vente d'appareils Kodak, de pellicules Kodak, de papier Kodak, de tirages photos \u00e0 base d'\u00e9mulsions Kodak\u2026 Un vrai Apple avant l'heure, le flair en moins. Concentr\u00e9 uniquement sur la photo, le puissant Kodak n'avait besoin de personne et surtout pas de ses concurrents d'alors, plus diversifi\u00e9s (Canon, Nikon) et enclins aux alliances industrielles (Leica-Panasonic, Zeiss-Sony). R\u00e9sultat des courses : un brevet bien fade pour le dispositif de Sasson sans investissements particuliers sur ce nouveau march\u00e9.<\/p> 18 ans plus tard, Kodak enclenche son virage vers le num\u00e9rique et commercialise son 1er appareil. L'entreprise d\u00e9clare faillite en 2012. En 2013, elle compte 8500 salari\u00e9s et se sp\u00e9cialise dans l'impression sur papier pour les entreprises, \u00e0 l'heure de la r\u00e9volution digitale. Enough said.<\/p> Alors, comment Kodak a-t-il pu se montrer si f\u00e9brile en laissant filer entre ses doigts la r\u00e9volution num\u00e9rique ? Qu'avons-nous \u00e0 apprendre de l'\u00e9volution de la notion de prise de risque industrielle du point de vue d\u00e9cisionnel d'hier \u00e0 aujourd'hui ? Kodak occuperait-il la premi\u00e8re place du Fortune Global 500 s'il avait utilis\u00e9 le service de Conciergerie de Presans ?<\/p> Tels sont les exemples de question que nous aborderons lors de ce s\u00e9minaire exceptionnel, en pr\u00e9sence d'un des protagonistes principaux de ce cas d'\u00e9tude qui continue \u00e0 d\u00e9chainer les passions des strat\u00e8ges industriels de tous bords.<\/p> So, save the date !<\/p> [maxbutton id=\"1\" url=\"http:\/\/bit.ly\/presans_kodak\" text=\"PRE-REGISTRATION\" ]<\/p> \u00a0<\/p>","_et_gb_content_width":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[4],"tags":[460,993,1571],"_links":{"self":[{"href":"https:\/\/open-organization.com\/en\/wp-json\/wp\/v2\/posts\/6688"}],"collection":[{"href":"https:\/\/open-organization.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/open-organization.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/open-organization.com\/en\/wp-json\/wp\/v2\/users\/182"}],"replies":[{"embeddable":true,"href":"https:\/\/open-organization.com\/en\/wp-json\/wp\/v2\/comments?post=6688"}],"version-history":[{"count":0,"href":"https:\/\/open-organization.com\/en\/wp-json\/wp\/v2\/posts\/6688\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/open-organization.com\/en\/wp-json\/wp\/v2\/media\/6689"}],"wp:attachment":[{"href":"https:\/\/open-organization.com\/en\/wp-json\/wp\/v2\/media?parent=6688"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/open-organization.com\/en\/wp-json\/wp\/v2\/categories?post=6688"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/open-organization.com\/en\/wp-json\/wp\/v2\/tags?post=6688"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}” Nobody will ever want to watch pictures on a TV screen! “<\/strong><\/h5>\n
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\" Personne ne voudra jamais regarder des images sur un \u00e9cran de t\u00e9l\u00e9viseur ! \"<\/strong><\/h5>