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22
23
rd
SEPTEMBER 2010 Day Three
world of imaging
2010
Global photo market in recovery mode
T
he global photo market is once again
experiencing growth, after some regions
recorded a decline in the previous year. For
2010, GfK Retail and Technology is forecasting
sales of 141 million digital cameras, which even
represents an increase on the high levels seen in
2008.
For 2010 as a whole, GfK Retail and
Technology is anticipating that the digital camera
market, which includes both compact cameras
and system cameras with and without SLR
technology, will see a sales increase in volume
terms to over 141 million units. This market is
very strongly driven by growth in Asia: in China,
sales of over 14 million cameras are expected in
2010, and 16 million in 2011. On the one hand,
this data reects a high level of interest in the
subject of photography among consumers. On
the other, it is a sign of the still very low level of
market saturation. This growth means that China
has now become the second largest market for
digital cameras behind the USA (source: GfK
and NPD).
The Photographic Industry Association
reports that the mood within the sector is
extremely good. This is supported by the fact
that the global camera market is experiencing
a record high this year. The market researchers
at the Society for Consumer Research have
determined that roughly 403 million digital
cameras, 52 million camcorders and two billion
camera phones/smartphones are in use around
the world. These gures include about 140
million digital cameras, 17 million camcorders,
and 550 million camera phones/smartphones in
Europe. The number of images taken with these
devices is correspondingly high. Shutters “click”
1,000 times per second in Germany alone.
In the rst half of 2010, the technical
consumer goods market in 56 countries grew by
more than 20% in value terms compared with the
same period of the prior year. The photo sector
grew by 11% over the rst halfyear, and by as
much as 19% in June alone. Particular growth
markets are the Eastern European countries (with
an increase of 25%), Latin America (51%) and
Asia (20%). As a result of this positive trend, the
Middle East and Latin America have overcome
the decline recorded in the previous year and
are even at a far higher level than in 2008. The
main growth drivers are digital and multimedia
cameras – products that can be used both to
take photographs and to play videos and are
sometimes equipped with audio functions or
voice recording. Sales of digital picture frames
and camcorders did not reach the previous year’s
level in value terms.
Consumers are currently displaying a high
level of interest in high-quality digital compact
cameras with an interchangeable lens. This
product segment is characterized by the very
fast rate of technological development, and the
increasing number of functions is encouraging
many consumers to buy a second or third
camera. Digital SLR cameras recorded strong
growth
of 22% in the rst six months of the year.
They have been joined by system cameras
without SLR technology, a product segment
which appears to be establishing a new market
eld and creating demand potential both
from the traditional SLR market and from the
compact segment. In the second quarter of
2010 in particular, cameras in this market with
interchangeable lenses recorded growth of 32%.
The number of technical products that use
storage media, for example digital cameras,
digital photo frames, mobile phones and
smartphones, as well as camcorders and
notebooks, continues to rise. These markets are
seeing particularly positive growth in Russia, the
Middle East and Latin America. Consequently,
demand for memory cards is also increasing.
Although these have recorded an overall decline
of 13% in unit sales volume in Western Europe,
storage capacity and value sales have grown
by 16% and 2% respectively. The regions of
Eastern Europe, the Middle East and Latin
America have seen a rise in sales of between
5% and 7% in volume terms, an increase of
50% in storage capacity and growth in sales of
between 20% and 28% in value terms.Although
the smartphones market continues to enjoy very
dynamic growth, demand for micro cards which
are used in phones is not rising to the same
extent. In contrast, cards for digital cameras and
camcorders are on an upward trend. SD cards
should receive a special mention here, as they are
showing very positive overall development and
corresponding value growth.Average prices have
increased by 28% per card in Western Europe,
and by as much as 38% in Eastern Europe. This
means that clear trend reversals are emerging in
these product groups.
Courtesy: GfK Retail and Technology
Singapore projects striking photographic solutions
S
ingapore’s imaging and printing industry,
a S$ 5 billion enterprise is made up of
many of the world’s biggest names such as
Canon, HP Imaging and Olympus. Leveraging
its position as an important gateway to Asia
Pacic’s dynamic imaging and printing industry,
the Republic is also home to a growing pool
of regional and global players in photography,
videography, digital imaging and printing
solutions, as well as manufacturers of related
products. Wanting to explore the rising
opportunities presented
by this growing industry,
the Singapore Photo Trade
Association is leading
the Singapore Pavilion at
Photokina 2010.
With support from
International Enterprise
(IE) Singapore, The Singapore Pavilion
features six players representing a cross
section of the imaging industry in the city-
state. From consumer products and services
such as breakthrough wireless memory cards
and customised photo albums, to products that
promote the production of high quality images,
such as ashlights, Singapore wants to showcase
and promote its latest innovations to the world.
George Lin, President of the Singapore
Photographic Trade Association, said,
“Singapore’s sound
infrastructure for high-end
research and development
(R & D) has attracted
many global imaging
leaders to locate their
headquarters there, while
providing local players
with the right environment to constantly
innovate. It is also ideally located to act as a
regional hub from which companies can explore
opportunities from across the region. Coupled
with its established local printing and imaging
ecosystem, Singapore is primed to be a global
player in the printing and digital imaging
industry.” Some of Singapore’s innovations
include the FluCard, a Secure Digital (SD)
memory card with wireless capabilities, from
Mobile Media Solutions, digital imprinting
from Fakutomi Technolgoies Pte Ltd., the
world’s largest Xenon lamp manufacturer,
Xenon Technologies, a manufacturer of digital
camera batteries, and universal chargers for
still and video cameras, Swissco Technology, a
leading provider of lighting solutions, Sunblitz
Singapore Pte Ltd., and virtual photo frames and
photo albums from Kim Tian Colour Centre.