With new line-up, Sony India eyes 40% share of digital camera market

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Sony's NEXseries of digital cameras
Sony's NEXseries of digital cameras

Our Bureau

Hyderabad, Dec. 21

Japanese major Sony is upbeat on the Indian digital camera market and is gunning at a 40 per cent market share up from 35 per cent it commands in 2010, by expanding the product portfolio and through a big marketing push.

“The new line up of digital cameras, which are strategically positioned between compact digital cameras and DSLR (digital single lens reflex) cameras, are aimed at attracting buyers keen to be creative in photography. To complement this, Sony India plans to spend about Rs 25 crore for marketing initiatives during 2011,” Mr Takahiro Hirata, Head, Digital Imaging, Sony India, said.

Addressing a press conference here today at Sony Centre, Mr Hirata said that a lot of thought has gone into the launch of the NEX series of cameras, which combine the advantage of being compact while delivering high definition quality that DSLRs offer. The new range is priced at Rs 34,990 and Rs 29,990 respectively. The company has announced its move to come out with a multi-media campaign spanning TV commercials, print ads, points of purchase displays and a 30-city road shows to familiarise the products with consumers.

Referring to Sony India's presence in the country's camera market, he said: “The company now commands a share of about 35 per cent in the compact and interchangeable lens digital cameras market during 2010. With the launch of the NEX range, we expect to grow this to about 40 per cent by 2011.”

While Sony plans to sell about 40,000 units of NEX range during 2011, its sales from the camera division is projected to go up from Rs 600 crore now to Rs 900 crore by 2011, he said.


The new range has features such as background defocus function that lets one enjoy the biggest advantage interchangeable lens photography offers. That provides the ability to defocus the background to make main object stand out in frames from the scene. It also has facility to take seven frames a second and enables in recording HD movies and also 3-dimensional panorama shots, he said.

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(This article was published in the Business Line print edition dated December 22, 2010)
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