INTERES Invest in Spain

Cristóbal Medina Pardo, Director General/Country General Manager, Polaroid Iberia & Italy

1. Why did Polaroid choose Spain as the exclusive launch pad for its new product line?

Well, Spain is a very interesting country for the introduction of new technologies. In fact we have a distribution network here that could be referred to as unique in Europe. It is very attractive for testing the acceptance of products. On top of that, Spanish consumers are very mature when choosing and deciding. It is therefore a very good testing ground.

2. Having given up the manufacture of the legendary instant cameras, what are the new lines of business?

Polaroid has developed a whole new generation of products that will little by little be launched in the country. It is a new generation of electronic devices aimed at the personal and home leisure environment.

The company’s offering comprises a varied range of consumer products based on new applications and technologies as yet unknown to the users, with three key concepts; meticulous design, user friendliness and a high degree of connectivity.

The products range from digital cameras, to portable multimedia players, digital frames, LCD TV, etc. and of course digital cameras to which we are adding our new technology in order to bring the magic of instant photography to the digital era; producing our personal inkless digital printer ‘Zink’.

Zink is Polaroid’s answer to the new users of the digital era, while conserving the magic of instant photography, which this company invented and pioneered. In addition to its low cost, it also responds to the environmental protection demands of the same users, since it has a much lower impact compared with traditional printing systems.

We are sure this new technology will allow us to revolutionize the market. We are working on its integration into new applications and devices linked to the world of instant digital photography.

3. Do you think the Spanish market is mature in the sector of new technologies?

Yes, we think Spain is now sufficiently mature for the introduction of new technologies for leisure and the home. That’s why we have aimed at the domestic and personal environment during this first phase.

As an example, according to analysts studying the market for LCD TVs, Spain accounts for 10% of the total European market. This demonstrates its technological maturity, although in my opinion the market will continue to grow.

We do however feel that one of the main disadvantages for the users is scattered use and the lack of a possibility of dialog between numerous electronic devices. We have therefore made a commitment to integrate all the devices to offer the user the possibility of centralizing everything through the television, the element we think will be at the center of the digital home, but always with added value in terms of functionalities and design in comparison with what currently exists on the market and at a very competitive cost in terms of the price-quality ratio.

4. Do you have expansion plans in Spain?

We are currently undertaking the process of setting up the company in Spain. We have to get closer to the user and introduce our business model to the distribution channel. We are therefore at the launch stage, but up to now and just three months after starting operations the results have been extraordinary, and more importantly with a high level of user acceptance, which means there is a great future. Our objective is to be the referential trademark in the electronics leisure market just as we were for analogical instant photography, and of course we are going to get there.

5. Do you think the Spanish government provides enough incentives for R&D in new technologies?

Spain was far behind other similar countries in terms of R&D and Innovation until recently, but it has made a huge investment effort over the last few years to reduce the differences. And it has been successful and I believe it will continue to make investment efforts in this field. The outlook is favorable.