HD cameras not clicking in India
By John Sarkar, TNN |
Highlights
HD
cameras might be a hit in the West, but in India companies are having a tough
time selling them.
NEW DELHI: High Definition (HD) cameras might be a hit in the West but in India consumer electronics companies are having a tough time selling them.
Majors such as Sony, Panasonic and Canon may be hardselling their new range of HD handycams and digital cameras here, but this niche segment is showing no signs of picking up, at least not the consumer range.
Of the one million units of the digital camera market and 300,000 units of the camcorder segment, the share of the HD segment is a miniscule 1%. So much so that even after a couple of years of the first HD camera launch, companies are finding it difficult to estimate a growth figure for the market. In comparison, in Japan, HD cameras rule 50% of the total camera market.
Last month Sony India launched HD digital imaging products that includes four new HD camcorders and three new cyber-shot digital cameras . But HD cameras and digicams are still very expensive in India, which leaves a very narrow gap for companies to be able to expand the market.
However, the companies are keeping their fingers crossed. “Affluent young adults (25-35 years) have always fuelled the market and they are still the target audience for high definition products. Furthermore, as this technology becomes mainstream and more affordable and as consumer habits change, we will make sure they reach a new and larger audience,” says Sony India digital imaging product head Sachin Rai.
The problem for HD cameras lies in the fact that HD viewing is still not in place in India. “The HD category for viewing is only available in the LCD and Plasma category. The combined contribution of both to the flat panel category of televisions is not more than 20-25 %, because the necessary infrastructure for viewing in HD is not in place yet,” says LG Electronics VP Girish Rao.
Lack of HD viewing is not the only reason why sales of consumer HD cameras have not taken off, feels Canon India VP Alok Bharadwaj. “In a bid to provide consumers with more choices companies are making things difficult.
For instance, in the HD camcorder segment you can choose between three formats-a miniDV tape, a DVD and a hard disc. Now, when a customer is investing a big sum to buy a HD camcorder he needs to know which format is going to stay. With technology evolving everyday it’s difficult for him to choose,” he adds. According to him, the DVD format should survive.
To overcome teething troubles for the HD camera market, companies are realising that along with capturing, they need to push HD viewing as well.
They understand that the trick lies in providing a complete HD solution to the consumer. Sony India is working on its strategies. ”We are consolidating and strengthening our distribution network. As HD becomes more pervasive in Asian households, consumers would want to view all content, including photos, in HD.
We are providing a complete HD solution to the consumer with products such as LCD televisions, digital still and video camera as well as notebooks and gaming consoles,” explains Mr Rai.
According to him, Sony India’s strategy will be further supported by communication campaigns that will focus on the advantages that consumers can receive from the use of HD products and technologies. Canon India too, plans to launch new models of its cameras in HD format soon.
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