No wait – you don’t have to shake these Polaroids!

Polaroid’s new Digital Instant Mobile Photo Printer that it unveiled at the Consumer Electronics Show earlier this week seems pretty cool – and a sign that the company is realizing it needs to go back to its roots if it is going to have any relevance in the industry.  Question is, is it enough to revitalize the brand?   

The Zink printing technology, which prints photographs by heating dye crystals embedded in the photo paper, sounds amazing.  The printer is connected to a camera either through a cord or Bluetooth.  Two by three inch photos are printed in less than a minute each, completely dry with no border, and can even be peeled from their backing to be used as stickers.  I’m sure the technology will evolve rapidly, and soon enough we’ll have cameras that print their own full-size photographs – minus the need to shake them.   

But back to Polaroid.  I think it was very smart to partner with Zink, and it shows some forward thinking within the organization.  However, does it mean that Polaroid is going to stop making other electronics and focus on what it’s good at?  I kind of get the plasma TV thing – kind of – but why are they making DVD players and GPS systems?  What do you think?

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