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One-Time-Use Video Camcorder

One-Time-Use Video Camcorder, Pure Digital Technologies Inc.
In 2005 Pure Digital Technologies Inc. of San Francisco introduced a Digital One-Time-Use Camcorder onto the American market. The camcorder weighs less than 150g and is about the size of a deck of cards.  It has a 35 mm square colour LCD screen that is both a viewfinder and playback screen and four buttons; on/off, playback, record and delete. The lens and microphone are in front and video is recorded onto an internal 128-MB flash memory card which can hold up to 20 minutes of footage.  The VGA camera captures images at 30 frames per second at a resolution of 640x480 at VHS quality enabling the user to playback and delete videos.

The camcorder retails for $30. When the user has taken all the video they want, they return the camera to the shop where it is plugged into a computer and the video extracted and burnt onto a DVD. This process takes around 30 minutes and the user receives their DVD and special software that enables them to email video clips. This processing currently costs $13.

In order to reduce the amount of waste going to landfill and retain the financial investment they have committed to the provision of a high quality digital product, Pure Digital have designed these One-Time-Use video camcorders to be refurbished.  Once the video has been extracted, they take the camera back, refurbish it if necessary and repackage it ready to be sold to another user. The company claim that they usually get about five uses out of each camcorder.

This one-time-use video camcorder can be seen as a service (which type of service – link with ch 7?) as the user is only paying for the short-term use of the product and then returning it to the manufacturer who reuses a number of times. Some critics argue that $30 is very expensive for 20 minutes of video however the product enables people who couldn’t usually afford one to have the use of a camcorder. It also enables those people who do already own a camcorder to use one in an environment where they wouldn’t want to take an expensive product. This product has been very successful for Pure Digital showing that the idea of paying for the use of a product can be made attractive to consumers.

Text and images supplied by Pure Digital.

© Pure Digital