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To discuss two research projects, illuminating the ways in which digital technologies are both enfolded into people’s lives and open up new possibilities for practice that, in turn, have to be managed. To revisit this material to reflect on the benefits and limitations of in-depth interviewing for understanding the dynamics of new textual and visual forms of data in everyday life.

A broadly relational approach to technology and practice was employed, pursued through in-depth interviewing in two research projects about digitization and memory making.

In employing the qualitative method of in-depth interviewing to focus upon what people regularly do, the chapter shows how the material and mediating capacities of networked digital technologies such as cameras and smartphones are enacted and actively negotiated in relation to expectations and conventions about the temporality and visibility of personal life through diverse memory practices. These can be considered multiple ‘practices of adaptation’.

The research reported on provides some novel ways of thinking about devices and data in relation to practice.

In 1984 the number of photographs taken by people in the U.K. broke the 1 million mark and 75% of all households had a camera. By the end of the millennium (1999) people in Britain spent over 1 billion on cameras, film and processing and the number of photographs taken had exceeded 3 billion.¹ There is little doubt that most people are familiar with cameras, and the majority will be engaged in forms of photographic practice as amateurs, that is as a “pastime” or hobby or as an adjunct to events, activities and leisure in their everyday lives.

We examine how the organizational identity of established firms affects their strategic outcomes during the emergence phase of a new market. Drawing on cognitive theories of analogical learning, we build theory about how the established identities of producers influence the fluency with which consumers make sense of novel products, and hence affect valuations. We illustrate this theory through an empirical study of consumer evaluations of de alio entrants during the emergence of the digital camera industry.

Thanks to the advancement of digital image technology, digital single-lens reflex cameras (DSLRs) have replaced film single-lens reflex cameras. This advancement is reflected in some core technologies of DSLRs such as digital image sensors and electronic shutter mechanisms, which have allowed taking photographs even under tough conditions. In a similar vein, mirrorless interchangeable-lens cameras (MILCs) are now threatening to disrupt the DSLR market. Disruptive technologies represent a major challenge in forecasting. This paper uses specifications of over a 100 DSLRs and MILCs from the six leading dominant brands: Canon, Nikon, Sony, Pentax, Panasonic, and Olympus, for the analysis.