Samsung is launching 9 new models of digital camera product with a Bt50-million market boosting package during the first half of this year, touting its leading technologies and attractive designs as the main advantages to build 'emotional' values for its new model line-up.
The company is also banking on its easy-to-use signature features, albeit sophisticated functions to cover all the needs of 5 different consumer groups including Wannabe, Style, Intelligence, Plus One and Essential. With plans to sell over 200,000 camera units by the end of this year, Samsung expects its digital camera market share to increase to 18%, assuring its previous expectation to become Thailand's no.1 digital camera maker in Thailand by the year 2010.
Boonlerd Viboonkiat, IT Business Group Leader, Thai Samsung Electronics reveals that "There is quite a sure sign that digital cameras will continue to grow thanks to the continuous launches of the new technologies, offering more efficient functions, higher picture resolutions in a cheaper pricing package yet brimmed with useful features to facilitate all the user's lifestyles.
Currently, Thailand's digital camera market is valued at slightly above 1.1 million units or about Bt7.7 billion, with 95% of those compact cameras and 5% SLR cameras. Digital cameras are all-time wonders for all consumer groups, from teens to students and from women, working people to amateurs and professional photographers. Overall, the market is growing at about 10% and 8% is in the compact camera segment alone.
"After the first introduction of Samsung digital cameras back in early 2007, we have enjoyed tremendous responses for our products thanks to our cutting edge digital imaging technologies. For example, Samsung NV100HD , Samsung's smart-touch digital camera with 14.7 mega pixel resolution was sold for over 12,000 units, more than double the expectation of 5,000 units. During the first half of this year, Samsung plans to unveil 9 new models featuring Samsung's own digital imaging technological development that emphasizes on photo capturing capabilities without the normally fuzzy functions. Two 'star' models of the year include the award winning Samsung WB500 and Samsung ST50 . With the Best Digital Imaging Innovation Award from the ICES 2009 in Las Vegas, USA , the WB500 features the world's first Schneider-KREUZNAC 24mm wide-angle lens with 10X zoom capability and HD-grade moving picture capturing mode. Samsung ST50 is a new smart digital camera that is easy to use, yet complete with an ultra stylish look of a slim, 16.6mm compact piece with functions you'd dream of from an advanced digital camera," said Boonlerd.
Samsung has also added some extra but easy-to-use new functions and controls into its new product line-up. The company focuses on featuring the 'World's First' digital imaging technologies including the extra-wide lens, AMOLED Screen and 11 Smart Auto Mode as well as the 'Best Application' available to ensure that Samsung users receive the maximum benefits of the new imaging technologies, but still being able to easily maneuver the product into their every day's life. The featured applications include 'Smart Album,' 'Frame Guide,' and effortless menu which are now becoming the standard features of all new Samsung digital cameras coming out this year. These new and advanced features will not just entertain the users, but will change the people's worldviews on digital cameras, thanks to its multi functions that make people's life easier and much more fun.
To effectively reach all groups of consumers, Samsung has divided its new digital camera products into 5 new lifestyle series, including 1) WB or Wannabe for serious amateurs or professionals who look out for the best applications possible for their photography hobby, 2) ST or Style for fun-loving hobbyists who look for something brightly playful and stylish, yet functional enough for their ventures, 3) IT or Intelligence for technologically savvy users looking for the more advanced, high-end yet easy-to-use functions with aesthetic appeals, 4) PL or Plus One for those looking for balance in quality, maneuverability and style of a digital camera and ask for complete ranges of functions including multimedia platforms, and 5) ES or Essential for basic users who love taking quality portrait snapshots and easy-to-use menu.
"In terms of our marketing strategies this year, we planned to increase our digital camera market share up to 18% this year by reinforcing the strong network of our marketing channels of other electronic products as well as co-holding promotional activities with our partners. We will also focus on extending our product awareness by ensuring that more users get to experience our real products more before making a purchase decision. With the Bt50-million market-boosting package, we will cover this year with a comprehensive, both Above- and Below-the-Line strategies, to outreach to our consumers. We plans to sell about 200,000 units of our digital camera by the end of this year and hope to stay on course of our previous projection of becoming Thailand's leading digital camera maker by the year 2010," said Boonlerd .