TECH-SONY-CAMERA

Gurdip Singh

Sony to increase market share; unveils 22 new camera models

New Delhi, Jan 19 (UNI) Even though the Indian economy is in a slowdown phase with most sectors getting impacted by it, Sony India today announced plans to increase its market share of digital cameras from 42 per cent to 45 per cent by next fiscal, spending Rs 50 crore on marketing strategy.''The market for digital cameras is vibrant and Sony India is continually fuelling this competitive environment by introducing new and innovative products that alter the market landscape,'' company Managing Director Manasaru Tamagawa told UNI. Earlier, Sony India unveiled an innovative product line-up with a total of 22 products for the Indian market. It brought to camera connoisseurs an innovative product line up in 'H', 'S', 'T' and 'W' series Cyber shot cameras. These new cyber-shot cameras are a class apart as they are multi-equipped with revolutionary technologies like 'Sweep Panorama' and HD (High Density) movie.Also, most cameras are equipped with 14 mega-pixel resolution to produce sharper and cleaner pictures. Mr Tamagawa said the company plans to increase the unit sales to 8,00,000 units in 2010-2011, up from the sales figure of 5,50,000 units in financial year 2009-10.He said the introduction of 'sweep panorama' and high density movie technology that ensures a wider consumer audience would be able to experience Sony's technological superior products.The 'sweep panorama' technology allows capturing ultra wide pictures with the huge field of up to 270 degrees.The 'HD movie' feature with the new 720p (1080p high definition movie) shooting capability allows capturing own HD videos at 30 FPS at 1280x720 pixel resolution and share the excitement with one's friends.The sweep panorama and the HD movie technology will be available in a price range between Rs 12,990 to Rs 29,990, capturing a wide customer base.Mr Tamagawa said the compact camera segment in India is currently estimated at 1.3 million units and is expected to grow up to 1.8 million units by financial year 2010-2011.Asked how Sony India plans to increase its market share, he said it will launch an aggressive marketing strategy, opening new sales channel and advertising blitz, entailing television and billboard.Apart from this, it will capture on the growing income of the middle class and the upper classes.Given the high GDP growth, the income of these people are expected to grow in earnest.Sony India's main competitors in the digital camera market are Canon and Nikon.The company plans to enhance the number of exclusive outlets by 30-40, from existing level of 240.Mr Tamagawa said India is the eighth largest market for Sony India, the first being the United States.Cameras are becoming more intelligent where they capture the reality without much involvement of the person taking the picture, he said.The Managing Director said most camera models are available in 14-mega pixel resolution. The company's cameras are manufactured in Japan and China and are imported to India from there.However, software work is done in its unit in Bangalore, even though the company is outsourcing some of its software activities.He said 1,000 top class engineering brains are involved in the software development.Asked as to whether it would like to be linked to the government for its sales, he said that it would like to be a supplier of high definition equipment for the Commonwealth Games to be held this year.In many ways, Sony India is a unique and a successful MNC for neither the deep recession in Japan nor the slowdown in India has impacted its sales. The popularity of its products, even in times like this, continues to surge.