Trends Digital CameraMarketMovements


FUTURESOURCE CONSULTING CONDUCTS A MONTHLY DIGITAL CAMERA TRACKING SERVICE ACROSS THE EMEA REGION, WHICH PROVIDES ITS CLIENTS WITH BRAND SHARES, SHIPMENTS, TRENDS AND MOVEMENTS DATA WITHIN THE FIXED AND INTERCHANGEABLE LENS CAMERA MARKETS. SHIPMENTS ARE SEGMENTED BY COUNTRY AND BY CAMERA FEATURE AND FORECASTS ARE ALSO PROVIDED OUT TO 2014. THIS ARTICLE PROVIDES A RUNDOWN OF THE HIGHLIGHTS OF THE RECENTLY-PUBLISHED Q2 2010 RESULTS.


In Q2 this year, the EMEA fixed lens


cameramarket witnessed 4%year-on- year shipment growth,which is in direct contrast to this year’s Q1 results,and volumes in Q2 have pulled themarket out of the decline witnessed in Q1.


Growth was primarily fuelled by a


turnaround in Russia,which has experienced year-on-year growth that continually increasedmonth-by-month across the first half, reaching a staggering 40%in June. In terms of shipment volumes,Russia was the highest-ranking EMEA country in Q2, the first time that this has happened. However, this growth was not replicated across Eastern Europe,as shipments to Poland - the second largestmarket in the region - fellmore than 20%year-on- year in the first half of 2010. Looking to the interchangeable lens


cameramarket, Futuresource data shows 8%year-on-year unit growth in Q2 2010 and also across the first half of 2010 as a whole.Similar to the fixed lensmarket,Eastern Europe has been a significant driver of growth this year,with the region growing nearly 30%year-on- year in the first half.Russia and Poland are the keymarkets for interchangeable lens cameras in this region,accounting for nearly 80%of Eastern European


shipments in the first half of the year. Within the interchangeable lens


cameramarket, the new interchangeable lens compact camera market is continuing to grow,accounting for 8%of all interchangeable lens camera shipments in the first half of 2010. Since the end of 2008,when


Panasonic launched the world’s first Interchangeable Lens Compact, Olympus,Samsung and Sony have introduced their ownmodels into this segment.Themarket was still relatively small last year,with just 80,000 units shipped acrossWestern Europe, compared with 3.2mDSLRs. Looking to the future, there are some


factors that will limit growth for the Interchangeable Lens Compactmarket in the short- tomid-term, such as certain technological factors that influence camera performance,and higher average retail prices when compared with entry level DSLRs. Another big influence on growth will


be whether Canon and Nikon - who currently dominate the wider interchangeable lens cameramarket - decide to launch an Interchangeable Lens Compact product.Makoto Kimura, Nikon’s president,has confirmed Nikon will launch a new type of SLR as early as this fiscal year, saying it ‘may adopt


the so-calledmirrorless structure’.To date there has been no official word fromCanon regarding its future plans for Interchangeable Lens Cameras. In the short-term,whilst we are


expecting significant growth for the Interchangeable Lens Compactmarket, it will still only reach shipments of 377,000 units acrossWestern Europe in 2010, compared to expectations of 3.3munits for DSLRs. Panasonic,Olympus,Sony and


Samsung (with a 20%combined share of interchangeable lens camera shipments in 2009) are expected to promote this segment heavily in 2010, particularly at the Photokina show in September in the run up to the


important fourth quarter period.The long termaimis to try to break Canon’s and Nikon’s stranglehold on the interchangeable lens cameramarket. Suffice to say this will be an interesting space to watch over the next two to three years. For the Futuresource report entitled


‘TheMarket Opportunity for Interchangeable Lens Compacts’, please contact JamesWells via email at james.wells@futuresource-hq.com.


by JamesWells


Research Consultant Futuresource Consulting


A big influence on growth will bewhether Canon and Nikon decide to launch an Interchangeable Lens Compact product.


Pixel Imaging Guide 09


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