Polaroid you are doing this wrong!

The Polaroid recently presented Lab, a kind weird device that allows users to scan smartphone screen and print almost instantly like old photographs.
The idea is really simple. You can print whatever is visible, so at first glance, the possibilities are almost endless. Imagine that you can print still frame from Youtube video!

I’ll try to describe why this is a bad idea.
Every year more and more photos are taken using our smartphones. But one thing is also worth to remember, almost no one is watching those photographs. You can also print whatever is wanted. Almost every home got a small printer or possibility to order photos online. Of course, this is not that instant but there is a huge quality difference in favor of traditional print methods.

Some will tell that I only criticize a good idea without any example of making something better.  A good model is Burberry wich had their hard days too, but decided to switch to digital-only company. They created a completely new approach as a brand. Reworked portfolio and global pricing on various markets. They also tell a story as a brand.

Polaroid Lab is not the same kind of revolution, this is only another print method. Just another iteration of similar-looking product. Polaroid please use your story to promote this new product, try to create new opportunities and examples of adopting this product using an army of influencers. In XXI century this is easier than in the 90’s.