Mass Communication to Mass Customization—The Future of Commercial Print. An exploration of the forces impacting the commercial print market and the paths a print service provider can follow to stay competitive.

1. Mass Communication to Mass Customization –
The Future of Commercial Print
Vince Ferraro
Vice President, Consumer Marketing

2. If you flew here on one of these airlines…
…then you will know what Chapter 11 is and is
not

3. 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

4. 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

5. Mass customization

6. Customized communications show proven results
50% 33% + 20-30%
Increase in Consumers who Boost in response rates
response rates go online to when personalized
with multi-channel respond to URLs are integrated
campaigns 1 direct mail 2 into direct mail 2
1Source: InfoTrends
2Source: DMA

7. Reach and engage

8. Create, extend and multiply the dialogue

9. 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)

10. Innovation Growth

11. Innovation Growth
Mass customization
through digital print

12. Revolutionizing direct mail
Data + new digital print technologies =
new revenue opportunities
Hybrid printing
offset + digital

14. Mass customization opportunities
Customized collateral,
web-based templates

15. Mass customization opportunities
Books-on-demand,
customized content

17. Mass customization opportunities
Remote newspaper
printing

18. Mass customization opportunities
Personalized photo
products

21. www.kodak.com/go/lyra