Kodak and the digital photography disruption (1975-2012)
Eastman Kodak invented the digital camera in 1975 but chose to suppress it to protect its film and processing business, which generated enormous margins. By the time Kodak attempted a digital pivot in the early 2000s, Sony and Canon had seized the market. Kodak's market capitalization fell from $31 billion at its 1997 peak to bankruptcy in 2012.
Kodak tried several strategies to compete in digital, including online photo sharing and digital camera lines, but couldn't replace the profit margins that film had provided.
Kodak became the canonical example of an incumbent destroyed by a technology it invented but couldn't adopt without cannibalizing its core business.
IBM finds itself in a structurally similar position: it launched its own AI modernization tool (watsonx Code Assistant for Z) in 2023, but fully automating COBOL modernization could undermine the consulting revenue that depends on the process being slow and labor-intensive. The question is whether IBM can deploy AI to modernize its own business model faster than outside competitors.
