Thoughts on the tiny camera market (and Kodak Charmera specifically)

[kye]

I got a Kodak Charmera keychain camera recently.  It's terrible and you shouldn't buy one, but it is interesting.

In case you don't know, keychain cameras are seriously tiny cameras (think smaller than a GoPro) and have gone viral in the last year or so.  The Kodak Charmera is probably the most viral one, with multiple production runs being sold out very quickly and reissues etc.  Here's mine in comparison to some other cameras, including a couple of GoPro-sized action cameras and some actually pocketable cameras (GF3 and GX85).

Why is the Charmera interesting?  I think the design is essentially perfect:

• It's incredibly small (obviously) and ridiculously light but it's actually quite tough
• It's got a 35mm equivalent FOV lens
• It charges from USB-C
• With almost any MicroSD card it has practically infinite storage
• It has a rear screen that is just large enough to navigate the (very simple) menu and frame shots
• It's super-simple to use, if you plug it into a computer it turns on, mounts as a USB drive (without needing any software), charges the battery while connected, then when you unplug it it turns off again
• It's a ~15Mbps motion JPEG codec
• It's USD $30

Why aren't I recommending it?

• The image quality is terrible.  TERRIBLE.
• It says it has a 1440x1080 sensor, and that's the resolution of the JPGs and video files, but I think it's 2x2 binned, and heavily sharpened too, so it's a very poor quality VGA camera.  I shot a resolution chart - the moire was practically psychedelic.
• JPGs are just as bad as the video files
• No control over anything and with its AE it's perfectly happy to clip the crap out of decent chunks of the image

Why am I even bothering to write about it then?

It's a new class of camera.

We haven't really had cameras that were smaller than action cameras before, but not only have we got them now, but they sold out multiple times, so the world (or at least the trendy impulse buying world) has solidly suggested there is demand for them.

As far as I can tell, the competitors are action cameras, or those that are smaller like the Insta360 Go, and that's about it.  Those are 10x the price though, and larger and not nearly as fun to use.  The image quality of them is vastly superior, but in todays market where I wish I could get a camera that was smaller, had a quarter (or sixteenth) the resolution, and was drastically cheaper, this is the kind of thing that didn't used to exist really.

Even just playing with it around the house, I film things I wouldn't normally film.  It feels different to use.  

This is a new product in the market that smartphones basically killed.

Everyone used to have small point-n-shoot cameras but they all got killed by smartphones - the industry essentially got eaten from the bottom up.  This is the first counter-example I'm aware of (other than action cameras).  I would venture that everyone who bought one already had a smartphone, so this fulfils a niche that their expensive fragile dopamine-addicting smartphone doesn't.  

Retro cameras have enjoyed a resurgence recently, but I would suggest that this is different as it's a new thing rather than an old thing limping along.  This might make executives take note - it's not that small cameras are dying slower than they think - there is active demand and innovation in this space.

Tech gets better.

Assuming this form-factor remains popular, the video quality will get better.  I don't know why it wouldn't remain around..  kids aren't likely to want to record themselves less in future, tiny things won't stop being cute, having something so small it takes up zero space in your pocket (it's a keychain camera!) won't stop being handy, etc.

What I'd really like to see is a 'pro' version of this camera..  one that takes real 1080p video and doesn't sharpen it like it's entering a butchering competition.  Same size (or a little larger), same simple design, could be more expensive and still be interesting.