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New Delhi, January 19, 2010: Sony India today announced the plans to boost its leadership status in the compact camera segment by touching a 45% market share. The market for digital cameras is vibrant and Sony India is continually fuelling this competitive environment by introducing new and innovative products that dynamically alter the market landscape. Sony India drives the business by way of a heavy investment strategy of Rs. 500 million that brings to camera connoisseurs the truly innovative product line-up in H, S, T & W series Cyber-shot cameras. These new Cyber-shot cameras are a class apart as they are multi-equipped with revolutionary technologies like ‘Sweep Panorama’ and HD (High Definition) movie. Also, most cameras are equipped with 14 mega-pixel resolution to produce sharper and cleaner pictures.

Speaking on the launch of new cyber-shot cameras, Mr. Masaru Tamagawa, Managing Director, Sony India, said, “This launch is in sync with Sony’s global strategy to design and create innovative products that not only strengthens our brand identity but also benefit our customers. It has been our constant endeavor to provide the best technological solutions for all target groups. The introduction of Sweep Panorama and HD Movie technology will ensure that a wider consumer audience would be able to experience Sony’s technologically superior products.”

The ‘Sweep Panorama’ technology allows you to capture ultra-wide pictures with a huge field view of up to 270 degrees. The technology works on the principle of shooting high-speed bursts of frames as you sweep the camera from side to side or top to bottom. The ‘HD Movie’ feature with the new 720p/1080p High Definition movie shooting capability allows you to capture your own HD videos at 30 fps at 1280 x 720 pixel resolution and share the excitement with your friends.

The ‘sweep panorama’ and the ‘HD Movie’ technologies will be available at a highly affordable and competitive price range, from as low as Rs. 12,990/- to Rs. 29,990/- , thus capturing a wider customer base.

Key business facts include:

• The Compact Camera Segment in India is currently estimated at 1.3 million units and is expected to grow up to 1.8 million units by Financial Year 2010-11.
• Sony India aims to achieve 45% share in the Compact camera segment by Financial Year 2010-2011, which was 42% in the corresponding period last year
• Sony targets to sell more than 8,00,000 units in Financial Year 2010-2011 up from 5,50,000 units in Financial Year 2009-10.
• A continued focus to strengthen brand image this year with an investment of Rs. 500 million towards ATL and BTL activities that involve print, electronic media, online, outdoor and shop-front.