Manufacturers, imaging service providers, commerce and media 
	representatives met on 1 and 2 March 2017 at the Business 
	Forum Imaging Cologne to present and discuss the trends and 
	future of the photography and imaging industry. 
	
	The title of the conference - "Moving beyond the limits" - 
	suggests the general approach towards the recent and future 
	developments in the photography and imaging market. 
	
	International top managers of the imaging industry, experts, 
	scientists and pollsters presented in a total of 14 speeches 
	the right strategies for imaging services, retailers, 
	professional photographers, video producers and manufacturers 
	to approach successfully the recent and future trends in 
	the photography and imaging market. 
	
	The imaging industry showed full confidence in its future 
	and the growth of the photography market despite the well 
	known developments in the traditional segments. 
	
	The market research company GfK Retail and Technology 
	presented the trends in the photography industry and the chances 
	of growing turnover if the new solutions will be applied. 
	
	According to GfK, the global digital market is likely to see 
	a YoY (Year over Year) value decrease of 2% based on traditional 
	categories in 2017. 
	However, the category Photo remains stable in share with expected 
	value growth of 2%. 
	Expected value growth in 2017 for selected photo categories: 
		4K			+27%
		Smartphones		+1%
		Action Cams		-2%
		SLR/CSC			-9%
		Tablets			-11%
		
	The global sales value of Picture Taking Devices is EUR 23 billion  
	in the forecast for 2017 which equals the global sales value 
	in 2016. 
	The sales value of cameras and lenses is likely to increase 
	up to 53%. The sales figures of the digital cameras of value more 
	than EUR 1000 will possibly stay stable or may increase while 
	the sales value of lenses will decrease by 7%. 
	
	Further, the forecast shows different developments for selected 
	camera types. 
	The sales figures of SLR cameras of value more than EUR 1000 
	will decrease by 8%. 
	The sales figures of CSC cameras of value more than EUR 1000  
	will increase by 23%. 
	While the sales value of lenses will decrease by 7%, the fixed 
	lenses of value more than EUR 1000 will increase by 32%. 
	The greatest growth of sales value in 2017 is expected for drones 
	with the increase of 158%. 
	
	The forecast indicates the best chances of the growth in sales 
	of the drones and the high quality cameras and lenses. 
	The target group for the high quality cameras and lenses are 
	professional photographers and photography enthusiasts.  
	The age of 35 years is the estimated starting age of the high 
	quality driven consumers.
	
	The market research company GfK Retail and Technology predicts 
	the connectivity as the imaging trendsetter for 2017. 
	The aim is to connect smartly all devices and give the consumer 
	the connected experience. 
	
	
	The photography/imaging industry presented their strategies 
	and solutions for the future. 
	This year, the digital service, the printing and the engagement 
	with the photos are the main focus of attention. The target group 
	is the young generation.
	The aim is to offer all kind of the printing and digital service 
	that can be executed 'quick and easy' for the consumer. 
	
	They have been developed many new photo applications to enable 
	the consumer to retouch, print and order photo books and other 
	diverse photo printing products, instantly after the photos 
	have been taken. 
	
	The most solutions and strategies of the imaging industry are 
	based on the assumption that more than 90% of consumers 
	are not interested in quality but in easy and instant action. 
	
	Fortunately, some companies are aware of the professionals and 
	the high quality conscious consumers. 
	Canon Europe and the Swiss company Imaging Solutions presented 
	interesting strategies and solutions at the Business Forum Imaging 
	in Cologne. 
	
	
	Alberto Spinelli - Director Digital Service Business, Canon Europe - 
	presented the Canon strategy for an eco-system of digital service. 
	The approach of Canon is unique and impressive. 
	Canon aims to create new customer's experience. 
	The company assists with its digital service consumers of any expertise 
	through the whole process from capturing through organising and sharing 
	to printing. 
	
	There are three phases: 
	- Capturing, 
	- Remembering, 
	- Creating. 
	Capturing means for Canon more than only to capture the picture 
	with the camera, it means also to connect, inspire and learn. 
	In the second phase the photos should be remembered which means 
	they can be found, shared and organised. 
	The final phase is creating of the digital print which should be 
	a delightful experience for the customer. 
	
	Canon takes care of customers of any expertise, from the beginners 
	to the enthusiasts and the professional photographers. 
	The application Lifecake targets young parents and enable them 
	to take, share, organise and prepare to print photos of their 
	children. 
	The application gives smart hints and learning tips for taking 
	better photos. In this way, the parents' photo expertise grows 
	and customers will be led to advanced technologies and digital 
	service. 
	
	The application Irista is for quality driven consumers and hobbyists. 
	Canon created one common Digital Service Platform using one global 
	Canon ID. All photos from any device, no matter if it is a smartphone, 
	tablet, computer or camera, will be stored in original quality in one 
	safe place. After the photos have been printed the memories can be 
	recreated via Virtual Reality. 
	The offered bounding service is adding value to the Canon hardware. 
	The company lets the customer make his way from a piece of hardware 
	to experience. 
	
	
	The Swiss company Imaging Solutions gives priority to high quality 
	in response to the strong demand for prints products, especially 
	for the high quality photo books. 
	
	Djawad Khorosh - Chief Marketing Officer, Imaging Solutions - 
	presented the company's response to the trends in the photography 
	and imaging market with the high quality offerings. 
	
	The company has developed and produced its fastBook Professional 
	bookbinding systems. 
	The systems are designed for the production of LayFlat photo books 
	up to a format of 45 cm x 45 cm (18" x 18"). 
	Additional to digital printing papers the photo books can be printed 
	on original photo papers (AgX). 
	The LayFlat binding technology and printing on the original photo 
	papers (AgX) in XXL format create an extraordinary look and special 
	feeling of the high quality photo books. 
	
	
	The photography and imaging industry sees potential for growth 
	especially thanks to the strong demand for printing photos. 
	This includes standard prints and large format prints on paper, 
	acrylic glass, aluminium, canvas or wood. The remarkable demand 
	for the high quality photo books provides a great opportunity 
	to develop new technologies and services. 
	
	
						Lidia Ziemnicka-Otto
					    Arts Journalist Photographer
						Author Poet Essayist
						       
						 www.lidiaotto.com