It seems that Apple and Google's high quality cameras are going to face an upcoming tough competition. Kodak is in the process of making a comeback with a major rebrand, but still retaining the yellow and red "K" logo that they have been well-known for.
According to Design Week, Kodak is now entering the smartphone arena with a new photography-focused smartphone. Kodak's new identity is being handled by a New York-based studio called, Work-Order. Dubbed as "The Ektra," Kodak's upcoming debut to the smartphone industry is created by the Bullitt Group who is known for working with brands such as CAT and Land Rover. The "Ektra" will feature a revolutionary camera that contains a 21-megapixel fast focus sensor. Snapseed video and photo editing software will come built-in with the smartphone.
Kodak reveals their new smartphone just a few weeks after Google finally entered the mobile market with their own smartphone, the Pixel. The Pixel claims to have the most powerful smartphone camera available in the market.
Kodak's chief excutive, Jeff Clarke states that Kodak has a great history when it comes to imaging technology, and the launch of their new smartphone will show the public their ongoing commitment to providing consumers with the latest innovations in photography. Kodak's very first Ektra Camera was introduced in 1941, and was known to be top of the line at that time. Fast forward to 2016, and the new incarnation of the Ektra will continue the tradition of opening up new creative opportunities for all those who love photography.
As for its operating system, the Ektra will be running on Google's Android platform. A dedicated shutter button that mimics the layout of a physical camera will also be included. The Ektra will be marketed towards photography professionals and enthusiasts, and will be available in the UK with a £449 price tag in December.
