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23
23
rd
SEPTEMBER 2010 Day Three
world of imaging
2010
The Indian imaging market
shows positive trend in 2010
T
he Digital Still Camera is rapidly
strengthening its hold over the Indian
Market. The business is constantly
evolving. Aspiration and affordability is
driving people to multiple ownership and
driving up the market. Companies on their
part are innovating on design, functionality,
technology and even tweaking price to attract
buyers.
The challenge for the manufacturers today
is to provide the best of features and quality
at the most affordable prices as consumers
today look out for value for money. Touch
screen cameras, Optical zoom, Image stabilizer
are few of the popular features that an India
consumer looks out for while purchasing a
camera.
Digital Cameras market witnessed a great
boom in H1 2010, especially during the months
of May and June. This is primarily attributed
to Summer Holiday season and new model
introductions from major players. Small
brands like Nikon, Fujilm and Samsung
grew well due to their new enhanced models
and increasing market awareness about their
presence.
Around 0.46 million units were sold in
Jan-June’09 period with business of worth
INR 4.1 billion being conducted. The reported
10 towns witnessed a growth of 33 % in units
and 22 % in value over Jan-June’09 period.
Summer/ Vacation season (April-June) 2010
showed huge growth of 44% in units and 31%
in value vs last year, according to GfK Retail
and Technology
In H1 2010, Mumbai is the highest
contributor to DSC market (23%), followed
by Delhi (18.3%) and Bangalore (16%).
Growth is very well visible in smaller towns,
like Ahmedabad (68%), Pune (40%) and
Hyderabad (40%). These 3 are the potential
markets for the brands to focus on.
Higher purchasing power and exposure
to better photographic devices through use of
mobile phones has opened a huge market in
small cities that Brands are aiming to tap.
Digital SLRs are a growing segment in
Digital still camera. Though Compact Digital
Cameras still command 93% of the pie in terms
of value, SLR segment has witnessed 22%
of Value growth over YTD’09. The growing
demand for single-lens reex cameras is
visible as the customer base has spread from
professionals and camera enthusiasts to casual
users.
Feature Trends continue to indicated
upward Trend in Higher Megapixels. The
growth in the DSC market is primarily due to
the growth in the higher resolution segments.
10 MP and above segments have grown
phenomenally in 2010, as explained by chart
below.
Effective pixels segments 10 MP and above
have experienced huge price reductions, to the
extent of 25%. This reason, alongwith better
technology and superior features have led to a
good growth of this segment.
Though 4-6X optical zoom segment has
highest contribution, but higher optical zooms
have increased signicantly in H1’10, thus
showing increasing awareness of consumers
towards the advantages of the higher optical
zoom camera.
Sony is market leader with 34% unit
share and 35% value share in H1’09 period.
In this period, around 13 new models have
been captured in this period out of which
DSC-W210, DSC-S950, LCD monitor size.
As visible from the chart below, large
screen sizes are gaining popularity among
consumers. This is because a bigger screen
means one can see the detail more easily when
composing photos, makes reviewing photos
and showing them more enjoyable and nally
helps ensure the camera menus are larger and
more readable.
Price erosion happening across segments,
but due to shifting of the consumers towards
higher resolution cameras and increase of SLR
contribution to the total DSC market, the price
erosion of the overall category has been more
or less stable. The drop at a total DSC level is
approx 7%.
The Independent Non Photo Channel
experienced enormous growth of 60% in
YTD’10 over YTD’09. This over-shadowed
9% growth in Independent Photo channel.
Similarly, the contribution of National
chains has increased from 10% to 16% in
YTD’10. This shows that consumers are
moving more towards the “One stop shop” i.e.
organized retail for making their purchases.
This is mainly because the organized retail
provides better discounts and deals throughout
the year to the consumers.
Kodak’s Easyshare C140 is the top selling
model in H1’10. It contributes to 8% of the
total market size of DSC from Jan-Jun’10.
This model was launched in April’09 and was
at its peak from Sep’09 to Mar’10. Though
it is at its declining stage, but is still over
performing others. 2nd position is grabbed by
Sony’s CYBER-SHOT DSC-W320, which
contributes to 4% of the market share. This
model was launched in Jan’10 and it soon
picked up sales to be ranked as No. 2 at the
end of H1’10. The 3rd position is enjoyed
by Canon’s POWERSHOT A480, which
contributes to 3.8% of the DSC market. This
model was launched in Apr’09 and is in its
declining stage. For June’10, CYBER-SHOT
DSC-W310 and CYBER-SHOT DSC-W320
from Sony are the top selling models, together
contributing to nearly 12% of June’10 Market
Share.
There was the launch of 14.6 MP NX10
series from Samsung in India. This camera
features AMOLED screen which is claimed
to be better in performance than conventional
LCDs.
Fujilm added high denition (HD)
capability to its 14 new models launched in
April’10 in Indian Market. FujiFilm India has
geared up to offer a completely new experience
to Indian customers with added HD attraction
in their already existing line and by bringing
in new fully-featured cameras. Nikon aiming
to strengthen its Market share in Single Lens
Reex (SLR) camera market in India. Canon
focusing on smaller towns to gain out of these
potential markets.
The rst half of 2010 witnessed
enormous growth of 33% in units and
22% in value. Companies are generating
stiff competition by introducing newer,
stylish, convenient and competent models at
affordable prices. Photography now is not
only limited to professional photographers;
the number of casual users is increasing with
time, all thanks to growing income and our
better awareness about new technologies.
Consumers’ shift to enhanced features of
higher optical zoom, higher range of pixels,
touchscreen etc. proves this point.
Due to this, not only larger, but even
the smaller towns are emerging as potential
markets, which the Industry leaders are aiming
to tap for future.
Courtesy The GfK Group