Memory Keepers Take Photos, Videos beyond Simple Shooting and Storing

October 17, 2008 - Pinnacle Systems, Inc., the consumer division of Avid Technology Inc. just shared the highlights of a presentation given by Tanguy Leborgne, Pinnacle Systems Vice President of Worldwide Marketing, at the InfoTrends Digital Imaging Conference 2008. During the conference panel session, “Targeting the Right Markets,” Leborgne emphasized the changes that are taking place in the consumer photo and video imaging markets. He also noted that there is a strong correlation between being able to do more with photos and videos, such as creating digital photo/video albums and sharing them on the Web, and consumer satisfaction with digital imaging.

“Family memory keepers have increasingly done away with the digital shoebox and are sharing photos, videos and digital photo albums on home TVs and across the Internet,” said Leborgne. He described memory keepers as usually being married females who enjoy taking photos and videos (especially when children are involved) and are very comfortable in working with editing and sharing solutions such as Pinnacle Studio version 12 photo/video production software.

“The needs of the camera/camcorder/production software markets can no longer be met with a single solution,” he told the audience. Referring to his firm's research results, he explained that there were measurable differences among the age groups as well as male/female, married/single and the number of children in the households.

“In a number of areas, our findings parallel those of InfoTrends when it comes to the growing demand for cameras/camcorders,” he stated. “We see the female of the household not only taking over the management of capturing family moments and memories, but also wanting to do more with them than simply leaving the images on memory cards or storing them on the family's computer hard drive.”

He pointed out that while the prosumer and hobby photography/videography market has been growing only modestly the past few years, the number of family memory keepers has risen significantly with the emergence of digital imaging.

“They shoot the photos and video at most family events and experiment with their content, often mixing stills with video clips and even TV content,” he explained. “More than half of them use software such as Pinnacle Studio to create really exciting photo shows and produce beautiful digital scrapbooks.”

Leborgne summarized by emphasizing that today's digital imaging memory keepers are no longer satisfied with a “one size fits all” approach to the camera, software or services they use. Instead, each segment wants products - devices, software and services - that meet their specific needs. “And in almost every instance, the solution has to blend smoothly into their Web 2.0 activities,” he noted.

For more information, visit www.pinnaclesys.com

SOURCE Pinnacle Systems, Inc.