Japanese consumer electronics giant Sony is looking for a bigger play in
the Indian DSLR camera market with its Alpha range, aiming to take on
dominant players such as Nikon and Cannon.
The company, which has been
focusing on compact cameras, will be spending Rs. 22 crore this year to
promote Sony Alpha in the digital single-lens reflex (DSLR) category.
“We
want to be treated as a serious camera brand. This is the first attempt
to position us as a serious professional camera brand,” said Sony India
Deputy General Manager (Marketing Division) Ryusuke Fukushima.
The campaign includes a TV commercial and setting up an online community for Sony Alpha users and photography enthusiasts.
According
to estimates, the total market size of DSLR cameras in 2013-14 was
around 3 lakh units. It is expected to be 3.6 lakh units in the next
financial year.
Sony India would also increase touch-points retailing Alpha to 800 this financial year, Fukushima added.
Asked
whether Sony is facing challenges due to being a latecomer in the DSLR
segment, Fukushima said: “We are not concerned about being late or early
in this market.”
The company would target the compact camera users who wish to upgrade to DSLR for better experience and results.
“We have entry level models that are in line with the competition,” he said.
Over
the competition in the market, Fukushima said, “Even as a late entrant,
I do not think that Sony will be willing to break the price-point and
introduce ground-breaking levels in terms of price. We are not going for
a price war.”
He added: “India has shown its full potential in
the interchangeable-lens category. It would be really about how we can
expand the market and invite the new customers.”
Presently, Sony
is selling 14 Alpha models in the market, ranging from Rs. 27,990 to Rs.
179,990. It has also launched 52 models of lenses, including Carl-Zeiss
and G-lenses priced between Rs. 7,990 to Rs. 1,39,990.
(Also see: Sony Alpha 7S full-frame interchangeable lens camera launched)
According
to market research firm GFK, Sony Alpha had four percent market share in
2012 and nine percent in 2013 in the DSLR segment.
Article source: http://thenextweb.com/gadgets/2014/04/18/sony-xperia-z2-tablet-review/
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