Originally posted by mecrox On my local Q colour configurator it says: "Wait for approximately 5 weeks for your camera to be specially made for you and delivered."
I'm not sure why it should be automatically assumed that Ricoh will be able to put a kiosk in all those stores where it currently does not offer physical cameras. Why would those stores want kiosks rather than cameras? And why would the store want a Ricoh kiosk when everyone else is doing kiosks as well, which they will if BTO is the no-brainer financial winner some seem to think it is? The logic here leads inexorably to online-only sales, it seems to me.
Apart from the small matter of Ricoh needing to make huge investments in back-end systems and modular hardware design, for which there doesn't seem any public evidence, you are making BTO sound as easy as falling off a log. I don't believe it is. In my country, I have to search high and low and travel for hours to find a physical selection of Ricoh items. If the same applies to a BTO kiosk, then as a customer I am no better off. BTO may make it more profitable for Ricoh to sell things but the key is making it easier for the customer to buy those things.
I've said many times here that Ricoh's objectives are measured over the intermediate term, which is 5-7 years. Ours are measured over 5-7 weeks. At this time Ricoh might state there is a 5 week lead time but that isn't necessarily a permanent condition.
If BTO becomes a Ricoh differentiator - a manufacturing hallmark - and one reason that might happen is because they are not captive to their existing capital commitments the way the majors are - it will happen because computers and robots allow it to happen and because Ricoh, the 279th largest company on earth, chooses to exploit opportunity..