Back in the 1980s, even a compact and relatively inexpensive camera cost ¥40,000 or more (about USD 240*) making it a major purchase for the average consumer. Nor were the cameras of the time particularly easy to operate: the user had to select the right film for the camera, load it properly, and typically press the shutter button halfway down in order to focus. A truly easy-to-use high-quality camera just wasn’t available.
Before it began development of QuickSnap, Fujifilm performed market research that indicated 70 percent of consumers had at some time experienced the frustration of failing to take an important photograph because they didn’t have a camera on hand. Fujifilm determined that a camera that cost ¥1,000 (about USD 6*) could be purchased anywhere, and allowed anyone to easily take good photographs would sell extremely well. Thus began the development of QuickSnap.
Yet how would it be possible to turn a USD 240* camera in a USD 6* camera? Simply reducing the cost of manufacturing the standard camera of the time was out of the question. After much debate, the development team came up with an idea that turned conventional wisdom on its head: Why not just put a lens on the film itself? This radical approach led to a massive simplification of the camera design: whereas a standard camera had some 1,000 parts, QuickSnap has about 30.
The goal of the product was to make it possible for as many people as possible to easily experience the fun and satisfaction of taking photographs without an expensive camera. The development concept was a camera that was as easy to use as possible and could be purchased anytime, anywhere.
*At 168.5 yen per dollar, an approximate exchange rate for 1986.