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Fujifilm Aims At 10 Per Cent Market Share By 2013
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At present, the company has a seven per cent market share in the Indian digital camera market.
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Friday, September 21, 2012:
We can still find the word 'Fuji' on the rear of our memorable photographs taken decades back. Fujifilm, the digital imaging brand has spread its wings across a variety of segments. The company now, has various options that caters to the needs of consumers from the digital camera fraternity. EFYTimes spoke to Rohit Pandit, EVP,digital camera segment, Fujifilm India who revealed about the company's current stand in the market, new launches and how he plans to spearhead the operations in the near future.
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Excerpts-
Q Tell us about your current business segments in India?
In India, Fujifilm is engaged in four types of businesses mainly. These are Digital Cameras, Photo Imaging Products, Medical Systems and Graphic Systems
Q Which are the top options for pro-photographers?
XPro -1 and X 100 are the top options for pro photographers. Even the newly launched XE-1 mirror less interchangeable lens camera is for professionals.
Q Mention a few details about new products from Fujifilm?
Fujifilm has recently launched X-E 1, its second interchangeable lens camera after the success of X-Pro 1. X-E1 offers image quality comparable to 35mm full frame D-SLR sensors.
In addition, FUJIFILM expanded the lens line-up for its interchangeable cameras from three single focal length lenses in the first series to five with an addition of two lenses, a bright F2.8 super wide 14mm (21mm in 35mm equivalent) single focal length lens and a bright F2.8-4 zoom lens that covers the shooting range of 18mm to 55mm (27-83mm in 35mm equivalent). Another line of five unique lenses will be added to the XF lens series in early 2013, making the total to 10 lenses.
Q How much market share does Fujifilm have in the Indian market?
We currently have seven per cent market share in the India Digital Camera Segment. This fiscal we would like to touch 10 per cent market share and the next fiscal we will aim for 15 per cent share, though this year the first quarter has seen slow, we expect the demand to improve with the advent of the festival season.
Q What is your marketing strategy in India?
We are looking forward to expand our base in India. The future plans include penetrating Tier-2 and 3 cities in addition to strengthening our presence in Tier 1 cities for digital imaging. In order to dominate the Indian market and maintain its brand presence, Fujifilm is focusing on building awareness among the customers about the product portfolio and their technological advantage in their respective segments, hence by launching high definition cameras.
For the digital imaging products, we are targeting to increase our presence across 80 per cent of the multi-brand stores that actively sell digital cameras. Also, we have tied up with large format retail (LFR) chains, Consumer Electronics chains, Camera Specialty stores, Photo & IT channels, etc., to leverage upon the wide geographical footprint and network of the cross sectional channel segments.
Q With smartphones sporting top-notch cameras these days, don't you think digital cameras will become endangered species soon after?
The digital camera industry is progressing day by day and they don’t talk about only megapixel and optical zoom. The digital cameras offer many options like Panorama, Modes for users to capture various types of images, Technology of sensors, processors and lenses. Consumer would definitely keep a Point & Shoot because even they offer various features at an affordable cost which Smartphones cannot provide today. Definitely smartphones are coming up with great cameras but we don’t see replacements with cameras. Looking at the way the mirror less interchangeable lens cameras (X-Pro 1 and XE1) have entered the market with compact designs and professional features, it very easy to carry and at the same time they offer the technology beyond DSLRs.
Q What is the USP of Fujifilm digital cameras?
The USP of Fujifilm Digital Cameras is the technology. Our cameras are equipped with excellent combination of Lens and Sensors which allows superfine photography to the users.
Priy Pandit, EFYTIMES News Network
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Fujifilm got it wrong with the marketing of Xpro-1. One Lakh Rupees for an APS-C slow focusing body When the awesome D700 was selling for about 5k more. The point is if they are not gonna price aggressively or least at par with USD rates for their professional models increasing their market share will remain a mere pipe dream. We all know why Nikon and Canon selll more point and shoots - simply because they dominate the pro market and that psychological advantages sells to customers for point and shoot. Looking at the indicative prices of XE-1 I guess they are losing it again. Nearly 30 more than US prices I hope they will launch the cam at par with the US prices 1000usd. Otherwise OM-D will surely be a winner and market share of 10pc will remain a pipe dream.