Fuera de foco: la fotografia digital se populariza en todas partes, pero no en America Latina.
Author | Love, Elizabeth |
Position | Tecnologia |
Rubén Leone, gerente de una tienda de fotografía en Buenos Aires, invirtió US$13,000 en un escáner y una Macintosh G-3 hace dos años, pensando que habría una avalancha de dientes pidiendo que les editara fotos tomadas con sus cámaras digitales. A fin de cuentas, el único gasto era la cámara, porque no había que comprar ninguna película. Y mientras más barato, mejor, ¿verdad?
Hoy, el gerente de la Casa del Flash contempla su tienda casi vacía. "Fue una de las peores inversiones que he hecho", reconoce.
A pesar de las cuantiosas ventas en Japón y Estados Unidos, y los pronósticos de que las cámaras digitales enterrarían a las tradicionales, en América Latina no ha sido así. En parte se debe a que un escáner y máquina de edición digital puede costar hasta US$150,000, una inversión arriesgada para establecimientos como Foto Internacional, en Buenos Aires, donde las dos primeras cámaras digitales que intentó vender se quedaron acumulando polvo.
"La gente no compra tantas cámaras digitales como todos esperaban. Por eso no están imprimiendo esas imágenes ni entran en Internet para transmitir esas fotos", dice Jaime Cohen Szulc, vicepresidente de creación de imágenes para el consumidor de Kodak en América Latina.
Kodak, que produce varios modelos económicos y fáciles de usar, dice que las ventas de equipos y servicios digitales son sólo el 1% del total en la región. Ante la crisis económica, los ejecutivos de Kodak prefieren gastar su presupuesto de publicidad en productos que el público hallará más atractivos, como película y papel fotográfico de gran duración.
Sin embargo, convencida de que con el tiempo aumentará la popularidad de la tecnología digital, Kodak lleva a cabo una venta por convencimiento, ayudando a las franquicias a ofrecer servicio digital a través de su laboratorio central en cada país. La meta es "democratizar" la tecnología digital, dando a todo el que tenga una cámara convencional acceso al mundo digital. "Todos sabemos que la gente se resiste a los intentos de imponerle la tecnología", dice...
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