Commentary

Polaroid Unveils Socialmatic Camera

by Erik Sass , Staff Writer, January 5, 2015

You know what they say: if it looks like a gimmick, sounds like a gimmick, and is marketed like a gimmick -- it’s probably something in the consumer electronics category. On that note, Polaroid has unveiled a new digital camera, the Socialmatic -- which, as its name indicates, is designed for social sharing of pictures.

According to Polaroid, the camera (designed by Socialmatic and manufactured by Polaroid under license) “creates a social media hub… delivering a true 360-degree social media experience.” What this means is that it comes equipped with an Android operating system and wireless connection, and features a touchscreen that allows you to view and edit your pictures, as well as customize them with text, icons, or clip art. You can then upload the photos to Facebook, Twitter, Instagram, or the new “Socialmatic Photonetwork.” The camera is also compatible with smartphone Bluetooth connections, in case Wifi isn’t available and you simply must share your photos with the world immediately.

The camera is also continuing Polaroid’s legacy with its “Zero-Ink” ink-free printing function, which is enabled by the printing material, a composite embedded with cyan, yellow and magenta dye crystals, which are activated by heat to produce high-quality photographic images. The Zero-Ink system means you never have to replace ribbons or toner cartridges.

One interesting feature: every Socialmatic camera and photo comes with a unique QR code, so the user scan the code and view a picture’s history, track its whereabouts, and follow it as it is shared around the world. They can also upload photos from other mobile devices and print images remotely from other Socialmatic cameras.

To a consumer electronics layman (that’s me) the Socialmatic looks like a nifty gadget that’s intended to claw back some market share from smartphones, which have basically replaced low-end and mid-market cameras for casual photography. Whether it will succeed at a $299.99 price point -- exceeding many smartphones which offer other functionality -- remains to be seen.

ad technology, content sharing, mobile, photography, social media

2 comments about "Polaroid Unveils Socialmatic Camera".

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Brett Johnson from Independent Contractor, January 5, 2015 at 5:06 p.m.
I would love to see Polaroid succeed in the digital age but this seems like a stretch, particularly at $299. We had several cameras growing up and still pull out the pictures filled with smiles and spontaneity. Case study of one here - carrying a second device beyond a mobile phone isn't happening. An app with a micro printer in my backpack or car is more likely, at best.
Additionally, "Refills" seem to be a thing of the past. Several people have said to me that they've even switched from ink to laser, even foregoing color, because replacement cartridges are an expensive nuisance.
What might be fun, but a public clean-up nightmare, would be if the printed pictures were stickers. I might carry a mobile compatible micro-printer, no camera needed, to sticker-bomb friends in various locations. It might even be fun to take pics on a trip and slap them on a suitcase or notebook.
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Erik Sass from none, January 5, 2015 at 5:22 p.m.

Hey Brett, apologies, I should have mentioned in the post that the Polarmatic's Zero-Ink printing function uses adhesive-backed paper, so they did anticipate the sticker feature you mentioned. As for the rest I totally agree with your analysis.