Duh, the digital camera market is eroded by the smart phone market, how is the manufacturer’s strategy?

Reporter: Amalia Nur Fitri | Editor: Guitarra Primary

KONTAN.CO.ID – JAKARTA. The onslaught of a smart phone or smartphone which presents high-resolution cameras and tend to be cheaper, making camera sales from year to year has decreased.

So that the camera market is not eroded, camera manufacturers are forced to turn their brains to fight smartphone by presenting more sophisticated products.
Like for example the sale of cameras from PT Datascrip Indonesia. The sole distributor of Canon cameras in Indonesia recorded a 50% decrease in demand in the camera market in 2020 I-2020.

Sintra Wong, Assistent Director Marketing Division Canon Business Unit PT Datascrip said, although sales were down, his side was optimistic that the digital camera market was still promising, given that various special needs in photography could not be fulfilled by cellphone cameras.

“Like high-speed action photography, taking photos in low light conditions, or taking long distance photos,” he told KONTAN, Friday (6/26). Now, to survive the onslaught of cameras smartphone sophisticated and cheaper, Canon concentrates on delivering high-tech products, which cameras cannot do smartphone.

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Canon will concentrate on presenting innovative products to meet the needs of taking high-quality photos and videos in a variety of shooting conditions. “What can’t be done with a cellphone camera,” he said.

Last year, Datascript noted that all categories experienced a decline in sales, including the mirrorless camera category. The decline in the total digital camera market in 2019 fell by around 25% compared to 2018. Where, Datascript was targeting the sales of Canon mirorless cameras by 40% of total sales or in the range of 48,000 units. Whereas at present, Canon’s sales are still largely dominated by DSLR camera sales

The Camera & Imaging Products Association (CIPA) notes, since 2010 sales of digital cameras have continued to decline. The decline in sales of digital cameras is caused by the number of smartphones with cameras that are quite sophisticated and provide many features like digital cameras in general. Moreover, the price of a smart cellular phone is not much different from the price of a digital camera.

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Another camera manufacturer, PT Fujifilm Indonesia, which is a camera market low-endits eroded camera products from smartphone. However, Marketing Manager Electronic Imaging Division Fujifilm Indonesia, Anggiawan Pratama believes, sales can be raised again.

The reason is that Fujifilm continues to innovate to create products with superior quality smartphone. “We are sure that the digital camera market will not disappear, but in the future it will switch to class digital cameras high-end, “he concluded.

Regarding the pandemic, Anggiawan said, sales performance had declined. Compared to last year, sales since March fell by 70%.
“Before the pandemic our sales were still quite good. We look forward to the moment new normal the economy and sales are slowly recovering, “he said.