Innovation and the rapidly changing world of photography

Canon's recent announcement that it will no longer sell cameras that require film has interesting implications for the world of photography. This, paired with Kodak's decision to stop manufacturing film for most cameras in 2009, demonstrates the ever-accelerating pace of technology. While Kodak struggled to innovate away from its cash cow of film, Canon was able to shift from film cameras to digital cameras without too much damage. This is a lesson about strategic intent and its opportunities or limits on innovation. Canon saw an opportunity to take its photography business from film to digital and followed consumer preferences and technology advancement, while Kodak was concerned about making as much profit as possible from film. Understanding the job that the customer wants to do, and how that job is changing, is vital to sustain a competitive advantage.