Kodak releases ‘camera-first’ smartphone

With a foot modestly in the future and a thumbs up to the
past, Kodak made a daring step last week with the release of its new smartphone
and DSLR camera hybrid, the Kodak EKTRA. Designed as a “camera-first”
smartphone, Kodak hopes to bridge the gap between expert photographers and
smartphone users. I went hands-on with the device at a release event and got a
brief look at the camera’s functionality and how it holds up as a common
smartphone.

The EKTRA features a 21 megapixel camera sensor with f2.0
glass lens, an ergonomically-weighted body to make it feel more like a camera
than a phone, and a 13 megapixel front-facing camera. Also, like a DSLR camera,
settings — such as adjusting the ISO, resolution (from 4K to 720), f-stop,
white balance, and more — can be adjusted on the fly. The device comes with a
suite of Kodak-made apps exclusive to the phone, one of which uses filters and
vignettes to simulate the look and feel of classic Super 8 camera footage.

Running the latest Android operating system, the EKTRA’s
specs meet the status quo of what should be expected in today’s average smartphone:
32GB space (which is expandable with a microSD), 3GB RAM, and a 5-inch full HD
capacitive multi-touch screen. Currently the EKTRA is only available on
AT&T and T-Mobile networks in the US.

The built in camera features a touch screen wheel modeled
directly after the settings dial on any DSLR camera: manual, film/video, HDR,
Auto, Sport, and so on. When holding the EKTRA, I intuitively checked whether
the rim around the raised lens rotated, thinking that it may function as a
manual focus, which it did not. I saw this as a lost opportunity in design for
experienced photographers. Nonetheless, the manual focus feature is still there
as a touch screen function, and it gets the job done.

“It’s made for photographers,” a rep told me. That statement might
be a little concerning. Although the camera specs are impressive for a
smartphone, they’re not on par with full-fledged DSLRs, and the phone itself is
mid-tier at best, making it neither a camera replacement nor a reason to replace
your current device. Professional photographers, in most cases, are going to
have a mid- to high-range camera on them, which lowers the selling point to the
professional photographer market. And since, as a smartphone itself, it’s not
on par with higher-end devices, the market for the EKTRA risks falling into a
niche category.

The phone — I mean camera — does look really cool. The back
is bound with a textured leather with an imprinted Kodak symbol. The cases
readily available come in two types: camera pouch and camera case. Note that
they aren’t referred to as “phone cases.” The camera case, just like the phone,
is something you want to be seen holding. Stylized and tailored to look like a
classic, leather camera case: it’s classy and all show. Much like the phone
itself, the case was designed with the “camera-first” mindset.

The EKTRA seems heavily tied to the nostalgia of Kodak’s
heyday, and that’s tricky: anyone from the days of analog photography will have
an appreciation for the phone’s exterior design, but to a new generation, it’ll
feel more like retro-ware, which may make it a novelty more than a desired
product.

A lot can be said about Kodak and its struggle for relevance
in a digital age. But at the end of the day, Kodak is playing to its strengths
here. Instead of a desperate plea to stay relevant, it has chosen to focus on
creating a new product that also caters to its past success. That’s bold, and I
can’t help but recognize and respect it. Still, the true test will be how
relevant its nostalgia-fueled pitch will compete in the modern tech world.

The Kodak EKTRA Smartphone is available for $399.99 and can
be purchased at B&H Photo Video, Best Buy, Amazon, and kodakphones.com.

This article appears in May 31 – Jun 6, 2017.