“We Embrace New Technology”

(p. 2D) . . . , the first digital images created by the earliest digital cameras “were terrible,” Rockbrook’s Chuck Fortina said. “These were real chunky images made by big, clunky cameras.”
Viewing those results, some retailers dismissed the new digital technology and clung doggedly to film. But Rockbrook Camera began stocking digital cameras alongside models that used film, Fortina said.
“Film sales were great, but we just knew digital was going to take over,” Fortina said. As those cameras and their images improved, the retailer saw a huge opportunity. ”Instead of thinking this is going to kill our business, we were thinking people are going to have to buy all new gear,” Fortina said of the switch from analog to digital.
“By 2000, film was over,” he said. Companies that didn’t refocus their business found themselves struggling or forced to close their doors.
Today, Rockbrook Camera is constantly scouring the Internet, attending trade shows and quizzing customers and employees in search of new technologies, Fortina said. “We embrace new technology,” he said.

For the full story, see:
Janice Podsada. “More Ready than Not for Tech Shifts; How 3 Omaha-area businesses altered course and thrived amid technological changes.” Omaha World-Herald (SUNDAY, SEPTEMBER 27, 2015 ): 1D-2D.
(Note: ellipsis added.)
(Note: the online version of the story has the title “How 3 Omaha-area businesses altered course and thrived amid technological changes.”)

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