Camera-makers focus on high end, professional segments

       Major camera brands are going ahead with development of advanced and innovative products to tap techno-savvy shoppers who are still willing to pay for the latest technology.
       Meanwhile, digital cameras focused on the mass market seem to have less attraction for leading brands amid the economic slowdown, as a serious price war continues to be waged in this segment.
       Sony Thai last week launched two new models of its Cyber-shot camera equipped with advanced imaging technology. It also introduced the Party-shot, a new digital camera accessory that features an auto-shooting system, for use with the new models.
       According to Gfk Retail and Technology (Thailand)'s latest report on the digital camera market, digital single-lens reflex (DSLR) cameras and cameras for professionals show the most potential for growth this year and in the near future. Total camera sales this year are forecast at 1.1 million units. DSLR and professional cameras are expected to account for 6 percent of the total market this year.
       Yoji Higashida, senior director, consumer market, Sony Thai, said last week that Sony recently conducted research on roughly 5,000 general consumers. The company identified six groups of IT consumers from the survey. The first three groups are the "Image Conscious", or shoppers who buy IT products for their image, "Connectors", who use IT products to make contact with others, and the "Techno Savvy" group.
       Among these groups, the Techno Savvy show the most potential, as they are willing to spend on the latest technology despite the economic slowdown. Therefore, Sony Thai is paying most attention to this group.
       The latest Sony Cyber-shot digital cameras are the DSC-TX1 and WX1. The highlight of the two models are the new Exmor R CMOS sensor, which can reduce the "noise" in images by roughly 50 percent, granting users an opportunity to take cleaner photos at higher definition, even in dimly-lit environments, Sony's Sweep Panorama and 10-frames-per-second-burst shooting features are also included.
       Another highlight is Party-shot. Users insert the two new Sony digital camera models into the dock of the device. The product is uses Sony's face-detection and smile-detection technologies, intelligent auto-shooting, pans and zooms to enable the cameras to take pictures by themselves.
       Sony Cyber-shot DSC-TX1, DSC-WX1 and Party-shot are priced at Bt13,990, Bt12,990 and Bt4,990, respectively.
       Sittiwech Sawedpat, manager, electronic imaging products, Fujifilm (Thailand), said Fuji would for the first time seriously focus on products priced at more than Bt10,000 each.
       Almost all of Fuji's digital cameras are priced below Bt10,000.
       Sittiwech said Fuji would also launch the world's first 3-dimensions camera - FinePix Real 3D W1 - at a photography fair to be held in November this year. Users can view 3D pictures on an LCD screen without 3D eyeglasses.
       "We should do well if we focus on techno-savvy consumers. I believe that the 3D camera will be the trend in digital cameras next year. We asked Fuji headquarters in Japan to deliver 300 3D cameras to the market in Thailand this year, but we will get only 30 units this year. We expect to sell the entire lot of 3D cameras at the fair," he said.
       Premium camera brand Leica recently introduced several new products, as well. Two are the Leica M9 and Leica S2, which are priced at Bt289,000 and Bt890,000, respectively. The cameras are targeted at professionals, a niche market that still needs new technology.
       Jimmy Soo, regional manager, Schmidt Marketing (Singapore), Leica's distributor overseeing the Thai and Singaporean markets, said the company's sales in Thailand were still growing but below projections.
       The firm expects the Thai market to grow by 10 percent in terms of sales this fiscal year (ending March 2010).
       Chitchai Thienkanjanawong, sales and marketing manager for major digital-camera retail chain Big Camera, said DSLR and digital compact pro consumer cameras would be the two segments with the most growth potential over the next two years.
       Big Camera plans to invest Bt15 million to Bt20 million next year to renovate existing shops located in shopping malls. It aims to tap high-end shoppers with potential to spend in tough market situations.
       The total digital-camera market this year is expected to be worth about Bt10 billion. DSLR cameras are forecast o account for 20 percent of that market.