Photo printing is a key part of the business model of digital photography, Gartner says. Profits on cameras themselves aren't significant, so post-sale services such as printing are critical. Camera companies are partnering with online photo services, but different brands of cameras use their own technology -- interoperability between brands is limited.

Gartner analysts says Web services can ease the integration challenge of connecting camera users to back-end services. The International Imaging Industry Association (I3A) is already advancing this strategy with its Common Picture Exchange Environment (CPXe) initiative and Picture Services Network (PSN) online directory of photo services (see http://Advisor.com/doc/09969).

CPXe uses Web services-based system architecture and interoperability specifications for service directory, description, transport, and environment. For example, CPXe represents one of the first real applications of Universal Description, Discovery, Integration (UDDI), basically making a private UDDI available to the public for read-only access.

"The I3A's CPXe initiative can create an open environment in which imaging devices can exchange digital images or information, regardless of manufacturer, service provider, or geography," says David Smith, vice president and Gartner fellow in Gartner Research. "This would allow consumers to get quality digital prints from their favorite retailer as conveniently as they can with film, but with the preview advantage of digital."

Companies involved in the project include Eastman Kodak, Fujifilm, HP, Konica, Olympus, and Silverwire. However, for CPXe to succeed, large companies such as Sony and Nikon will have to be involved, Gartner says, as will large retailers such as Walmart and CVS.