Panasonic look to double sales with launch of new LUMIX range of digital still cameras

Panasonic estimates it holds 13% of the total market share in the Middle East, and plans to expand this to 18%t over the course of the next year.

At the end of the 2007 financial year, Panasonic held over 10% of the global market share in Digital Still Camera Business. By the end of 2009, Panasonic predicts that it will hold over 15% of the global market.

Panasonic's confidence of its predicted growth is founded upon the strength of the 10 new cameras that are currently being launched, and the loyalty of repeat purchasers who come back to LUMIX with every new offering.

The FX520, FX36, TZ15, TZ11, FS20, FS5, FS3, LZ10 and LZ8 models offer the latest in digital technology, including Panasonic's patented IA Technology, along with a variety of features unique to the individual models.

Panasonic Marketing Middle East Product Manager Yasuo Kimoto says that the LUMIX range is one of the most strategically important products for Panasonic.

'Digital still cameras are a major growing market for Panasonic and repeat purchasers are one of the keys to achieving aggressive 2008 sales targets,' he said. 'The new LUMIX range caters to every kind of customer,' he says. 'The line features cameras tailor made to specific purposes ranging from travel and outdoor activates to pocket sized cameras ideal for going out.'

'Repeat purchasers are generally sophisticated end-users who want to expand their photo taking capabilities while still being able to take advantage of the latest technologies that enhance their ability to simply point and shoot.'

The new LUMIX models represent major advances in a variety of areas. First, Panasonic has incorporated its Intelligent Auto mode into most of the new models. This new feature enables easy and fun photography by leaving all settings to the cameras inbuilt intelligence. Second, Panasonic has developed several new wide-angle lenses for the new FX, FS, and LZ models, greatly expanding the LUMIX line-up of wide-angle cameras.

'As soon as the Intelligent Auto mode is activated, the camera just takes over and automatically adjusts its settings to allow for lighting conditions, movement and exposure,' Kimoto says. 'Everything that is needed to get the best shot out of the situation is done automatically.'

Of the new models, Panasonic believe the FX36 and the FX520 are going to be the most popular, with people being attracted to the limitless features of the FX520, or the combined capability and style of the FX36.

'There is a LUMIX model to meet every requirement and all of them deliver high quality photography regardless of the skill level of the user.' Mr Kimoto says. 'There's never been a better time to get into digital photography for the first time.'