This article originally published in Self-Service World magazine's special section, FOCUS: Photo Kiosks, February 2007.
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| Gary Pageau, Photo Marketing Association International |
Despite this penetration, though, the opportunity is still enormous. Less than 10 percent of U.S. households have used a photo kiosk, according to PMA Marketing Research. As digital cameras continue to penetrate U.S. households, this number will increase dramatically. Digicams are present in more than half of U.S. households, and more than 25 percent of digicam owners have used kiosks. And as more kiosks become camera-phone-friendly, there is even more print potential.
According to the latest PMA Monthly Print and Camera Trends Report, in the 12 months ending September 2006, overall digital print volume increased 61 percent compared to the prior 12-month period. Printing via an instant kiosk increased 41 percent.
A few years ago, printing via stand-alone kiosk was the fastest-growing digital print segment in the U.S. There were few other options for making prints besides at home. Now, kiosk print growth is slowing and the segment has lost some market share. This is occurring not because of a decline in kiosk usage, but the rise of other, more popular print options. For example, online ordering and in-store pick-up account for much of the growth at retail. The now-widespread availability and awareness of this option (sometimes called "kiosk at home") coupled with increased broadband penetration support this growing segment.
Also, the kiosk itself has undergone an evolution. No longer just a dispenser of snapshots, kiosks have evolved to offer a wide array of user-driven options, including scrapbook pages, collages, posters and books. They also are ordering stations for other equipment in the retailer's store. Before too long, photo kiosks will be able to handle other multimedia, like video clips.
Whereas kiosks once were designed only for quick and efficient transactions, there's a growing movement today for the kiosk lounge concept. Here, consumers can sit comfortably, enjoy a beverage, and take their time reviewing and printing their photos. This model has changed the dynamics of photo retail, focusing more on the experience of the store, rather than on the process used to make the pictures.
One way to keep up with the many changes in kiosk offerings is the annual DIMA Photo Kiosk Shoot-Out, held at the annual PMA convention and trade show. Now in its fourth year, the DIMA Photo Kiosk Shoot-Out will display kiosks side-by-side for attendees to touch, feel and even use to make prints throughout the four days of PMA 07, March 8-11, in Las Vegas. More information is available from www.pmai.org/shootouts.
This year's Shoot-Out competition will be judged by panels of both consumers and self-service technology experts. The consumer panel will evaluate each digital photo kiosk system based on ease of use, print options, etc., while the expert panel will assign points based on operational features and functions important to retailers, such as configuration and flexibility. There will be a winner in each category (digital order station, instant print kiosk, software only, other than photo) for both Experts Choice and Peoples Choice.
Gary Pageau is Publisher, Content Development and Strategic Initiatives, with the Photo Marketing Association International (PMAI). His primary responsibilities include overseeing the association's editorial department, marketing research unit and corporate relations department.
