SAN JOSE, Calif. -

The 6Sight Future of Imaging Conference this year focused on six important trends in imaging technology; and concluded with a session in which attendees representing business owners, photofinishers, technology developers, media, analysts, and hardware manufacturers voted on how each trend would affect the imaging industry.  

The votes are in, and ...
· Digital Cameras
The conference camera coverage kicked off with a rousing keynote from Stanford University professor Marc Levoy, in which he described leading-edge, image-processing technology that can be implemented in cameras today. His primary position was one endorsed by most of the audience: Cameras should be "open" to new imaging algorithms and applications, rather than limited, as they are now, to the features manufacturers think consumers want. Among his many spot-on opinions, Levoy expressed one sentiment the audience particularly applauded: Photography is all about sharing experiences, and the cameras of today do almost nothing for sharing. 
 
· Mobile imaging and smart phones
In terms of sales alone, phones with built-in cameras long ago outstripped stand-alone cameras. In the last few years, 6Sight analyst Tony Henning pointed out, phones have also added innovative applications for all kinds of imaging tasks - a new, competitive arena the camera industry hasn't yet even entered.
   Many 6Sight attendees voted the disparity is a moot point - akin to comparing framing hammers to jack hammers; different tools have different functions. 6Sight analyst Paul Worthington noted for years, the camera industry has claimed it would stave off encroachment from phones by always adding new functionality, and for years, it has done just that.
   "Every year, you can get a $200 camera that takes much better pictures than any phone."
   Meanwhile, phones may have added apps, but they still skimp on optics; and good lenses are much more important to good pictures than funny filter tricks. Henning agreed, adding for important events, no one depends on a phone to capture the memory.
   "You will always take the best camera with you."

· Augmented reality
Augmented reality (AR) combines capture, computation, connectivity, and photo display in new ways - for example, overlaying useful or entertaining information atop the live image on a camera phone display.
   Worthington noted AR might not be used by many photographers in the next few years, but "anything innovative in imaging improves the entire photography business. Customers see something cool, and even if they can't do it themselves today, it gets them thinking about photography right now; it spurs the use of the cameras they already have or perhaps the purchase of new models." 
  
· Picture printing and output
Here, the message was the loudest and clearest, beginning with views from executives at Fujifilm, HP, and Kodak in the AIE Output Summit, which opened the 6Sight conference. The photo printing business has to redefine itself from the ground up. It can no longer mourn lost revenues from easy-to-sell items and, instead, has to move on to higher margin materials such as custom photo books and poster-sized framed prints.
   Audience members also pointed out a photofinisher has to have an online component to stay in business. More important, the business itself requires inspiring customers to purchase hard-copy output. Even as they move from "memories to moments," customers are interested in "purposeful, not incidental, printing" - a gift, an expression - not just printing a 4-by-6 of every image to view and share.
   "Social media is the final nail in the coffin of the 4-by-6 print," observed PMA publisher Gary Pageau. Others agreed but noted while users can now easily share photos with friends and family without printing, they are also now getting more and more feedback on their photos - and that incites more picture taking.    
   The industry may have lost the easy sale of the 4-by-6, Byrd said, but it can evolve to the higher margin sales. "Photo books are how we will document our lives - something to pass on to our children."

· Video
Here, the audience of 6Sight found a mixed message. Yes, digital video today delivers fantastic new tools and capabilities - a mobile phone itself is almost a complete TV broadcast system with which one can capture, edit, and transmit video. The problem, however, is just that: When millions and millions of cameras and phones all capture video, there is almost more video made than there are eyeballs (and time) to watch it.
   This issue is only going to be exacerbated as always-on video capture devices come to market - cameras worn all day, every day, recording everything that happens in front of you. On the one hand, no memorable event will be missed just because your camera was in a pocket or at home; on the other hand, no event will be watched and shared, as there will be far too much content for anyone to pay attention to.

· 3D imaging
As made clear by current slow sales, 3D is not yet the huge consumer electronics phenomenon vendors had earlier this year hoped would follow in the footsteps of sky-high HDTV sales. It is also certainly, however, no fad or flash in the pan; 3D is how we naturally see, of course, with our binocular stereoscopic vision, and all "flat" photography is just a poor attempt to emulate natural perception.
   The question today is: How can 3D benefit the photography business? By providing a high-margin solid product, Byrd answered. The lenticular print, which displays stereoscopic images by overlaying a plastic lens atop a photo, is one example. For weddings, vacations, and other once-in-a-lifetime events, customers will pay a premium for a unique, high-value, printed 3D picture. Most consumers can't make a 3D print at home, Byrd pointed out.
   "But they will want them, and it is a high-margin business."
   Worthington added 3D printing provides a business that can't be duplicated by Facebook or other social media, as computer and phone displays don't show 3D. Also, as is often noted in arguments for prints versus screens, human beings are tactile - we like holding things. A lenticular print, in particular, rewards holding it, as the perspective changes in 3D as you tilt and pivot the print in your hands.
   So today, 3D imaging is neither a fad nor a boom, but it is a developing photography solution that can soon be profitable.