Given the limited resources that Alaris presently has to work with ... an existing deployment of retail printing kiosks, a photo paper manufacturing plant and a disappearing film market ... what else can they do? Management is committed to short term profits, not long term investments. It would appear that they're betting on a cellphone app and attendant marketing campaign to suddenly ignite an unquenchable worldwide passion to print out all the family photos trapped on millions of iPhones and SD cards. This plan does seem to be an uphill climb, a bit of a stretch, a day late and a dollar short, and very, very familiar to any long-term Kodak observer.