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North American Professional Photography Market

# Pages: 150+
Publication Date: September 2005
Services: Market Research
Region: North American

Introduction

Professional photography is a large, fragmented industry undergoing significant changes in all segments. With the widespread adoption of digital cameras over the past 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 semi-professional photographers are penetrating 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 devices for premium prices at regular intervals. The new digital professional photographer must make many decisions about what services to provide and what tools to use. As the professional photography business becomes entirely digital, there are significant opportunities for vendors and service providers to displace traditional methods and create new revenue streams.

• Design
• Workflow
• Image capture
• Studio management
• Editing
• Rights management
• Printing
• Web-based services (i.e. marketing, ordering, photo management)

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 North American professional photography industry to provide technology vendors with detailed, objective, and cost-effective information on this important market.

Project 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 of the study are outlined below:

• Segment and profile the North American professional photography industry
• Understand the use of technology and services
• Size and forecast the market for key products (units, revenue)
• Assess purchasing intentions and brand preferences
• Understand use of channels
• Understand critical issues, priorities, and requirements
• Identify opportunities and strategies for technology vendors

Project Deliverables

InfoTrends will analyze the desk research, in-depth interviews, and structured surveys to develop a comprehensive understanding of the opportunities and issues for technology 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:

• An executive summary that addresses key issues, findings, and overall recommendations
• A detailed written report (at least 150 pages) with text, charts, and graphs addressing the objectives of the study
• A set of presentation-style overheads for internal communication of the research results
• A data book of the survey tabulations for additional analysis of key questions and market segments

Getting Started

To learn more about the study or to sign up as a participant, contact Matt O’Keefe at +1 , ext. 115 or via e-mail at .