Eastman Kodak is putting the spotlight on its new smartphone, even though it’s not a product that is reflective of the commercial printing and packaging that the company mainly focuses on now.
Actually, the new Kodak Ektra Smartphone isn’t even made by the company directly. It’s manufactured by a worldwide company called Bullitt Group, but it’s branded with the Kodak name, and director of content marketing Joshua Coon says it’s a very photo-centric smartphone.
He says it focuses on cool Kodak apps, like one that lets you simulate the look of an old Super 8 camera, and it’s even designed to look like a modern digital camera.
The device initially got some mixed reviews in the trade press, but Coon says Kodak is working to improve it based on the comments it has received.
“We always take to heart, user feedback, and the feedback that we get from the people who are using the device. And from what we’ve heard from the people who have bought it and used it in the U.K., has been really positive. People really like the device, they like how photography-focused it is, but we’re always listening to what people have to say,” Coon told WXXI News.
Even though Kodak doesn’t actually manufacture the new phone, Coon says the company felt it was important for its employees to learn more about it.
“We want people to be excited about it and to understand how important it is for us as a launch for the company, because any successful Kodak product benefits Rochester, so we really want to get the Rochester group together to experience it now that we have phones here in the states and get to play with it.”
The Ektra smartphone was introduced in Europe last year, and it just started selling in the U.S. this week, so Kodak invited its employees and the press to look at the smartphone at the company’s headquarters on State Street. The phone retails for about $400.
