Soon after Antonio M. Perez left Hewlett-Packard (HP) to become president of Kodak Company, he began an effort to revitalize the inkjet printer. Perez sees opportunities in a new ink developed by scientists at Kodak. The ink promises to provide photographic prints with excellent color quality that can last a lifetime. Since Perez discovered what he calls the 'Holy Grail of inkjet printing,' he and the company have worked on a secret plan to enter the consumer market for inkjet printers. For about a year, a development team at Kodak has been developing printer technologies. Kodak printers are designed to print high-quality photographs with ink formulated in such as way that prints will remain vibrant for a period of 100 years, compared to the 15 years promised by other companies. The new Kodak printers are expected to reach the market in March 2007. The cost per print for consumers who purchase the company's Photo Value Pack, which offers a combination of paper and ink, totals approximately 10 cents. Comparatively, prints cost 24 cents each for consumers who buy a comparable package from HP. According to David Morrish, senior vice-president of merchandising at Best Buy Co., the Kodak product represents a 'revolution' in thinking about how to reduce the price of printing and encourage consumers to print more. Best Buy has an exclusive right to sell the Kodak product for three months.