Speaking at the launch of the new NEX series, Mr. Takahiro Hirata, Category Head, Digital Imaging, Sony India , said, “The launch of NEX-5 and NEX-3 marks a milestone for Sony as it yet again reinforces our strength in introducing new and revolutionary products in the market. These cameras are unique as they narrow the gap between professional and consumer segments and deliver the best imaging expertise in the hands of amateurs. We believe that these cameras would surely create excitement among Indian consumers who are dynamic and vibrant and receptive to new products and technologies.”
These cameras feature Background Defocus function which lets you enjoy one of the biggest creative advantage of interchangeable lens photography, which is, the ability to defocus the background to make your main subject stand out from the scene. 7fps of shooting speed allows users to capture fast moving action. You can record Crisp HD Movies with NEX-5 at the click of a simple record button. And lastly, by sweeping the camera from one end to the other, users can capture beautiful 3 Dimensional panorama shots.
Key Business Facts (All India ):
Sony has 35% share of the total Camera Market [Compact + Interchangeable lens Digital camera’s] in FY10 and with the launch of NEX-5 & NEX-3, it is expected to grow to 40% by FY11. In alignment to this, Sony’s Digital Camera Sales revenue is estimated to go up from Rs. 600 Crore to Rs. 900 Crore by FY11.
· Sony plans to sell 40,000 units of NEX series units by FY11.
· Invests Rs. 25 crore towards Marketing activities to accelerate sales of these cameras in India . ATL activities include TVC, Print, Outdoor, PR & Web while BTL includes Shop-front enhancement Training seminars & , National Retail promotions.
· The total Camera market currently pegged at Rs. 1750 Crore for FY10, is growing at 30% per annum, and is expected to reach Rs. 2250 Crore by FY11.
Regional Market Facts (Karnataka):
· We plan to capture 40 % share of Total Camera Market [Compact+DSLR) from Karnataka by 2011
· We plan to sell 4500 units by FY11.
· This region will contribute 15% to Sony’s camera business by FY 11.
· As for investments, we have allocated budget of Rs. 3 Crore towards ATL and BTL activities to promote Alpha NEX series.
NEX-5 and NEX-3 will be available from December across all Sony Centers and other major electronic outlets in India .
