In these markets, hundreds of millions of people have the purchasing power to become more frequent picture takers. Altogether, these initiatives represent a powerful set of business builders. To that end, later this year we are introducing a new consumer color paper that is clearly differentiated from both our own products and those of our competitors. This differentiation will be significant, substantive and clearly noticeable to the consumer. Our new paper is called DuraLife, and will be available in a new service we call, simply, Kodak Picture Processing.
More sharing is critical to making picture taking and viewing an everyday experience.
Our simulated consumer testing indicates this initiative will significantly expand our Output business. In a strategic shift with the past, we do not plan to make this paper available through private label channels. Instead, we will use it to establish Kodak as the clear photofinishing brand preference. This is, of course, very important to our margins. Another shift is that we will actively advertise this paper product and service.