MARKET SEGMENTATION

Market Segmentation of a Sony Digital Camera

Market Segmentation of a Sony Digital Camera

Overview of the Digital Camera industry

The digital camera industry has to be studied as a global market to understand its mechanics. Perceiving the industry as a regional market may hinder proper evaluation and figures. In the last two years, the industry of digital compact cameras has grown by leaps, and bounds in terms of mass popularity and they have achieved these extraordinary devices consumers. Because of the ease of use of digital cameras, all the great features that provide automatic, high quality of the results of the captured images, and especially the low cost involved everyday use, these devices have become one of the most accessible technology accessories. For most users new to the world of photography, who want to take pictures at home to store your memories, digital camera replacement has been more successful in the world of photographic equipment.

Until a decade ago we had to use photographic film and subsequently hiring developing service, representing an investment of money every time we wanted to capture a moment of our lives. With the advent of digital cameras and ultra compact, users are able not only to enter the world of digital photography, but have also seen a large reduction in investment costs. Moreover, as mentioned, these remarkable devices make it possible for anyone new to the world of photography to take pictures with high quality and very simply, because these devices have a lot of automatic features that facilitate their operation (Vincent, Pp. 12).

It is believed that the inclusion of cameras in increasingly powerful cell phones, digital cameras and conventional eventually lose its privileged position in the market. However, most experts say it cannot establish a connection between both devices as digital cameras always provide a higher quality and performance that are in mobile phones. In general, compact digital cameras are usually between 35 devices to 20 mm, thus providing a good return on light exposure, excellent depth of field and an outstanding ability to focus. For all the benefits that have compact digital cameras, in 2009 polls were one of the digital devices purchased by consumers at home (Mike, Pp 09).

Challenges faced by the Industry

The most conventional use of digital photos is on Flicker having more than 55 million users, where they can share pictures. The camera most popular in uploading pictures on the website is Apple's iPhone 3G. The growth rate in sales of smart phones versus the digital camera is much faster, clearly showing that something is happening. While sales of Apple and Research in Motion (RIM) grew 92% and 40% respectively in 2010, digital camera brands sold 10.4% more than the preceding year, but for this year Smartphone sales is to reach 350 million units. If this trend continues, the consulting firm iSuppli estimates that by 2014 camera sales will plummet to the strong competition from the cameras integrated into mobile phones that they will become the original image capture device for consumers ...