PHILADELPHIA, May 18 – Just as digital technology created a bigger consumer photography market, it will provide the same growth opportunities for commercial printers, marketers and data managers, said Daniel A. Carp, Chairman and Chief Executive Officer, Eastman Kodak Company. In a keynote address today to attendees of the AIIM ON DEMAND Conference and Exposition at the Philadelphia Convention Center, Carp highlighted both the forces transforming the graphic communications industry and the traditions that can serve as guideposts for companies navigating those changes. “During times of industry transformation, change is not a choice. It is a necessity,” Carp said. “There was a moment for me when Kodak's direction became clear. We had to change and transform Kodak around a new digital business model. It was a liberating moment, one that inspired our organization to think differently, to change old ways of working and to act on the best ideas. “The digital transformation created new markets, wider markets in these and other industries,” Carp said. “We were able to transition from limited conventional businesses into dynamic digital growth markets. Let me emphasize again that NONE of it has been easy. But ALL of it has been enabling, and exciting. We're carrying an iconic brand into the future, to remain an icon—of excellence, and of customer-driven change.” Carp stated that graphic communications businesses are moving quickly to deliver on the promise of digital technologies and workflows, and that Kodak is determined to provide them with the products and services necessary for success. “The end client increasingly values a vendor who can be a one-stop shop, that offers database management, prepress services and blend both digital and traditional offset processes seamlessly; a shop that can handle variable data printing in small lots and large one; and that can provide both inventory management and workflow management services. A vendor who can help them do more, better, faster; a vendor who can help them improve their business,” Carp said. Carp noted that since 2003 Kodak has invested more than $2 billion to assemble its Graphic Communications Group and to build the broadest portfolio of technologies, products and services in the industry. “We chose—aggressively, wholeheartedly—to become a major participant in this industry,” Carp said. “We voted with our feet and our pocketbooks to immerse ourselves in this industry in the midst of all of the transformation. We did it because it's clear to us that while transformation creates risk, it also creates opportunity.” Carp concluded by stating, “If you can use the best of digital technology to transform your business to serve the customer—streamlining processes and creating time and producing opportunity, you will find that you are more than successful, you will be the advisor they turn to to help translate their ideas and aspirations into reality.”