Publication Date: April 2010
Service: Digital Photography Trends Europe

Introduction

Professional photography is a large, fragmented industry that has undergone and continues to undergo significant changes. With the widespread adoption of digital cameras over the last five years, many photographers are seeking opportunities to provide new services, improve their productivity, reduce costs, and extend their reach to new markets. At the same time, many new professional and semiprofessional photographers are entering the market as technology lowers the barriers to entry.

For technology vendors, the digital professional photographer is a lucrative and important market. These professionals typically purchase high quality cameras, printers, and related products at premium prices at regular intervals. Digital professional photographers are continuously reviewing the range of services they should provide and which tools that are most suitable for their business. The digital professional photography business presents significant opportunities for vendors and service providers in areas such as:

• Image capture
• Creative/editing
• Printing
• Web-based services
• Workflow, studio and rights management

However, the professional photography market is highly fragmented and decentralized. Most professional photographers work on their own and few specialize in just one area. Each segment has different business drivers, applications, workflows, technology requirements, and distribution channels. This study conducted in France, Germany and the UK will focus on four of the largest segments:

• Portrait
• Wedding
• Editorial
  o Photojournalism
  o Documentary
  o Fashion/ beauty
  o Sports
  o Travel
• Commercial
  o Advertising
  o Corporate – brochures, catalogs, annual reports

Vendors need a detailed understanding of the professional market to identify emerging opportunities, guide their product development efforts, and support their marketing programs. InfoTrends is conducting a comprehensive and detailed analysis of the Western European professional photography industry to provide technology vendors with objective and cost-effective information on this important market.

Objectives

The study will provide camera, printer, software, supplies and service providers with critical information to support their marketing efforts, product planning, and distribution initiatives. Key information objectives include:

• Segment and profile the professional photography industry in France, Germany and the U.K.
• Understand the use of technology and services
• Size and forecast the market for key products (units, installed base, revenue)
• Assess purchase intentions
• Understand critical issues, priorities and requirements

Analysis and Project Deliverables

There will be extensive analysis of the desk research, in-depth interviews and structured surveys to develop a comprehensive understanding of the opportunities and issues for equipment vendors and service providers. Clients will receive a combination of reports, presentation material, and research data for senior management, product managers and planners, and sales and marketing executives. The material will include:

• Executive summary that addresses key issues, findings and overall recommendations
• Concise analysis report addressing the objectives of the study
• Forecast spreadsheets in Excel
• PowerPoint charts summarizing forecast data
• PowerPoint charts summarizing survey data
• Data book of the survey tabulations for additional analysis of key questions and market segments
• Identify opportunities and strategies for technology vendors

Getting Started

For more information on the study or to sign up as a participant, contact Jennie Lewis at +44 1582 400120 or via e-mail at jennie_lewis@infotrends.com. Early subscriber discounts are available until November 30, 2009.