Digital video isn't digital (yet)
Sony wanted to restore growth to its consumer video camera business. The entire category had leveled off in terms of penetration despite the splashy introduction of "digital" video. We conducted ethnographic research with a range of consumers of still photography and video, both digital and traditional. Digital still photography had transcended film photography in both usage and meaning, thus creating a different type of experience for consumers. Video, however, was slower to be changed by the introduction of digital technology. Consumers do not attach new meanings or usage to digital vs. traditional video camcorders and media. We identified the specific attributes of "digital" that could be applied to new video products. This revealed the tremendous growth potential for truly digital video that will match what has been seen for digital still. Entirely new products and key new features for existing products were defined.
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