As camera makers lock their sights on increasing technology, Ikea is going lo-fi with its new cardboard camera.
The Scandinavian furniture and appliance designer has announced a cardboard camera designed by Jesper Kouthoofd, who praises its features on a recently released YouTube video.
Among the features is its "zoom" function, which is basically extending your arms closer to the subject of the photo, as Kouthoofd praises how easy it is to use.
While Ikea pokes fun at its own creation, it isn't a joke. It is an actual product, though with some decidedly different and limited features not likely to make it a rival of Canon or Nikon anytime soon.
Engadget , describing it as "something more whimsical and lo-fi than Instagram," reported that the digital camera runs on two AA batteries and features a swing-out USB plug. There's also a viewfinder cutout, shutter key and paperclip-friendly delete button.
It holds up to 40 pictures.
Another difference to the hi-tech electronic consumer world? It will be given away rather than sold.
BBC News reported it is part of Ikea's PS at Home project , meant to get buyers to photograph their furniture and share the images on the chain's website. The plan is to give the camera to customers in select stores around the world.
"Just to be clear, this isn't a move into selling digital equipment," Ikea said according to Gizmag.com .
The 2.3-megapixel camera may not be a true representation of electronics firms going green, considering Ikea won't be selling the camera. There are other recent examples as reported by the BBC News.
Among them is Taiwanese computer manufacturer Asus and its Ecobook, a laptop with a cover made of bamboo and recyclable plastic inside. Cardboard lines the computer's components, which are not painted or sprayed.
There is also Samsung Blue Earth, a smartphone made entirely from plastic bottles that uses a solar panel on its back for charging.