mass communication to mass customization

Mass Communication to Mass Customization Mass Communication to Mass Customization ––The Future of Commercial PrintThe Future of Commercial Print

Vince FerraroVince FerraroVice President, Consumer MarketingVice President, Consumer Marketing

If you flew here on one of these airlines…

…then you will know what Chapter 11 is and is not

What we announced

• Kodak filing for Chapter 11 reorganization to:–Bolster liquidity in U.S. and abroad–Monetize non-strategic intellectual property–Fairly resolve our legacy costs, and –Enable company to focus on most valuable business lines

• Business continues in ordinary course

• Non-U.S. subsidiaries not included in filing; continue to operate as normal

• Continued supply of goods and services to customers

• Company has a commitment of $950 million in DIP ( Debtor in Possession) financing

What we intend to do

• Take the steps to emerge as a more competitive, sustainable enterprise – like many other companies

• Continue operating as usual – supplies and services to you will not be affected by the filing

• Through the process Kodak intends to:– Bolster liquidity with approximately $950 million in DIP financing–Fully enforce Kodak’s IP rights against industry players that have

infringed our proven and valuable digital imaging patents, or spur the monetization of the Company’s valuable intellectual property.

– Ensure remaining legacy costs are fairly apportioned and scaled for a company of the size we are today

–Actively manage value of Kodak’s enterprise for its stakeholders, enabling us to reorganize around our consumer and commercial business lines

Mass customization

Customized communications show proven results

Increase in response rates

with multi-channel campaigns 1

50%Consumers who

go online to respond todirect mail 2

33%Boost in response rates

when personalized URLs are integrated

into direct mail 2

20-30%

1Source: InfoTrends2Source: DMA

+

Reach and engage

Create, extend and multiply the dialogue

Trends in direct mail

US businesses spent $45.2 B on direct mail in 2010 (Winterberry Group, Outlook: 2011)

13.5 B catalogs were mailed in 2009 (DMA2010)

Catalog recipients spend 28% more (ComScore/USPS Catalog Study)

Households receiving catalogs shop online more often (ComScore Cast Study)

18-34 year-olds prefer print when searching for information(ICOM, 2010)

Innovation Growth

Innovation Growth

Mass customizationthrough digital print

Data + new digital print technologies =new revenue opportunities

Hybrid printingoffset + digital

Revolutionizing direct mail

Mass customization opportunities

Customized collateral,web-based templates


Books-on-demand,customized content


Remote newspaper printing


Personalized photo products

www.kodak.com/go/lyra