We are all familiar with Kodak as a famous photography brand, however we may have to readjust our perception. Now that Kodak has announced the release of their first smartphone for December 2016, Ektra, all eyes are on their new line of products.
For now it’s just this first handset, which sets out to rival Google Pixel XL and iPhone 7, according to Wired. The company is looking for a revival of its brand via this move and hopes to make a stunning entrance on the smartphone market. High-end smartphone, we might add, judging by the look of the device, as well as its price,“a substantial £450”.
Initially announced as a phone designed for photographers, the Bullit&Kodak-produced gadget raised a lot of interest over the ocean. Seeing how its intended imaging capabilities are supported by a 21MP Sony sensor (with F2.0 aperture), set on its back, as well as by a 13MP (F2.2) front-facing camera, this smartphone surpasses Google XL in terms of sensor power. The same Wired source mentioned above briefly tested the Ektra for its camera and the results were deemed impressive.
Kodak Ektra, marketing-wise
In order to get an idea of what this smartphone purposes are, we browsed its dedicated presentation page. Feel free to do the same, while expecting for this new product to become available for extensive tests and ultimately for purchase. The product tagline is, as expected, “Kodak’s professional-quality, photography-first smartphone”. Inspired by a classic, the 1941 Kodak Ektra, the 2016 Ektra counts on a luxurious exterior and on its tactile camera experience UI to impress.
Nevertheless, what about the other specifications? As announced, the Ektra smartphone should come with:
– Processor: Leading Helio X-20 Decacore Processor;
– Battery: non-removable 3000 mAh battery;
– Memory: 3GB RAM
– Storage: 32GB Memory, expandable with MicroSD cards
– Screen: 5″ Full HD IPS display (441 ppi). (1920 x 1080 resolution)
– Screen Protection: Corning Gorilla Glass Screen & Lens protection
– Operating System: Android 6.0 Marshmallow
Kodak Ektra, a niche phone
Seeing how Eastman Kodak has a reputation to raise up to, being the inventors of digital photography back in the 1970s, the angle they tackle the smartphones’ market is a special one. The company is looking for success with a niche smartphone “aimed at picture-snapping professionals and enthusiasts”, after existing the digital camera market in 2012.
The set of specifications that support this concept also pertain to the official Ektra 2016 presentation:
– 21MP main camera with Kodak non-reflective lens coating. Aperture f2.0;
– Optical Image Stabilization and Auto Focus;
– 13MP front-facing camera;
– Phase Detection Auto Focus (PDAF) & HDR Imaging;
– 4K Video Capture.
This type of approach is not new, and we may well mention here the Marshall London Phone, coming from a brand specializing in high-end audio products. An all-about-music smartphone this type, but the angle is similar. Perhaps is it a concept that bodes well with the traditional English stereotype – instead of aiming for the numbers, they aim for the class and the allure of their product.
While Ektra is manufactured by the Bullit manufacturer, Marshall co-opted Creoir to design and produce their flagship. Tech Crunch sheds a bit more light on the way the cooperation between Kodak and Bullit functioned. It seems that Bullit is more involved than Kodak in the making of this product, unlike what one might think at the first glance. If curious to find out more about the modular phone industry company that belongs to ex-Motorola execs, follow the link above for details.
Ektra design attractiveness
Besides recreating the glamour of its 1941 rangefinder via the same name, the smartphone in question looks classy, judging by the pictures available online. Coated in a dark, artificial “leatherette,” the device is slightly bulkier than your usual smartphone and has a curved grip on one side, as well as a dedicated shutter button on top. The precise dimensions are 147.80 x 73.35 x 9.69 (height x width x thickness).
Clearly the attractiveness of the device counts on the brand emotional attachment. Owning a sleek-looking leathery phone that mimics the look of high-end 1940s photographic gadgetry surely appeals to a certain public segment. The Kodak Ektra surely looks elegant, but is that enough to drive sales? Are the nostalgic or the modern retro lovers enough in order to make the device see market success?
It will be interesting to see whether this considerations deliver after the Ektra will be released in Europe. In what the American market is concerned, there are no current plans to release the Ektra in the US, although market demand will be taken into account following the European release.
For the moment, the late October 2016 saw the online media buzzing with excitement over this announced release, even if it will take place in Europe. Somehow Kodak managed to polarize the attention of technology reviewers everywhere.
Their roughly $552 Ektra Phone should definitely see another round of interest from the mass media following the December launch.
