Interactive tutorials in the marketing of digital cameras: How tutorials benefit consumers & retailers

Abstract

There is a growing market for digital single-lens refl ex cameras (SLRs) that is driven by their ease of use, accessibility, and falling price points. Marketing these cameras with an interactive tutorial not only allows photo enthusiasts to improve as photographers, but also gives the retailer a profi table add-on and selling incentive. This work explores how interactive multimedia can be utilized as a source for instruction in camera mechanics. The proposed model is an interface using a virtual camera with which the user interacts. From this starting point the user can choose tutorials from corresponding elements on the camera. The topics covered include the shutter, aperture, image sensor, lens, and metering system. The interface allows for multiple paths through the tutorials. The tutorials are also interconnected so the user can transfer between topics when necessary. Tutorial information is layered from basic to detailed so the user can determine the amount of information they will access on a particular topic. By providing information in this way the users can customize the tutorial to fi t their needs and interests.