Backwards compatibility, adapter strategy and the ‘battle of converters’ in analogue photography

This paper looks into the strategic actions of companies who attempt to overcome the technological

issue of backwards compatibility through the development of conversion devices.

Using an exploratory case study of conversion devices for film analogue photography, the

paper demonstrates how market characteristics and the technological characteristics of older

products change the hierarchy of benefits sought by users. The paper exposes the significance of

accurate strategic actions, such as the simultaneous development of multiple types of gateway

devices, to target groups of users effectively.