In 2007 Eastman Kodak entered the inkjet market with its own line of All-In-One printers based on a marketing model that differed from the prevailing practice of selling the printer at a loss while making large profits on replacement ink cartridges. Kodak claimed that consumers could save up to 50 percent on printing by using its lower cost cartridges filled with the company's proprietary pigmented colorants while avoiding the potential problems associated with off-brand inks. This strategy proved unsuccessful and Kodak exited the consumer inkjet printer business in 2012.