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Why the Cameras hit back at smartphones
CHEAPER prices and better cameras are on offer for savvy consumers, writes Jennifer Dudley-Nicholson. Multi-megapixel smartphones are stealing the camera's thunder, local prices are under pressure as the Australian dollar climbs and consumers who already own two or three digital cameras demand compelling reasons to upgrade.
In the face of these challenges, the Imaging and Digital Entertainment Association predicts zero growth for Australian camera sales this year.
But rather than wallow in the gloomy forecast, manufacturers are arming new models for battle, with fresh photographic features, better lenses and significantly cheaper prices across the board.
Cameras are even borrowing features from smartphones, adding touch-sensitive screens and, in some cases, apps and internet connectivity.
Panasonic became the latest company to head off the challenge this month, revealing nine new still cameras and seven new video recorders to arrive before May.
The devices, unveiled on Norfolk Island, include a travel camera with a 30x zoom lens (TZ30), a tough model (FT4) that can dive up to 12m below the waves and a $199 camera with an F2.5 lens (FH8).
Lumix group marketing manager Alistair Robins admits the camera industry is under pressure, but says it is responding strongly.
Panasonic's 2012 cameras will pack in extras including an auto-stitching panoramic mode, a high-dynamic range feature that combines two photos for the best exposure, and creative post-processing modes for striking effects.
Robins says prices will also be lower this year, even for advanced digital cameras.
"Five years ago a Lumix compact camera such as a TZ7 would have cost around $700 and this product had a 10x optical zoom, motion JPG video and weighed around 232g. Today with the TZ30 we're announcing you get a 20x optical zoom, full high-definition video, a MOS sensor and GPS in a slimline 290g body that costs costs 36 per cent less ($449)," he says.
Robins says smartphone use is clearly challenging digital cameras, but he argues it is also recruiting new photographers who will become more demanding and "look to purchase a camera that can deliver the results they're after".
"New data coming out from the US and Japan ... shows that half the people who only use a smartphone were going to buy a camera in the next 12 months," he says.
"Although we don't have any data for the Australian market I can't see why there'd be a huge variance."
Imaging and Digital Entertainment Association chief executive Paul Curtis agrees with Robins' prognosis, but he says smartphone snappers may take a while to switch.
"Ultimately, smartphone use is good for our business," he says.
"In the short-term, it will affect sales of digital cameras. I don't know by how much but it will be quite challenging."
GfK reports Australians bought more than 2.6 million digital still cameras last financial year, but Curtis says IDEA expects no further growth in 2012. "We've got to make smarter cameras," he says. "Camera manufacturers are going to have to keep inventing new and better cameras to stay ahead."
One camera manufacturer is seeking to do this by making its cameras more like mobile phones.
Samsung will this year introduce a range of "smart cameras" that feature a built-in wireless internet connection and apps. Samsung digital imaging business manager Craig Gillespie says wi-fi will be added to many Samsung cameras this year, as well as Facebook, YouTube, Picasa and Photobucket software. The first example, the WB150F, is already out.
"2012 will be the year of the smart camera," Gillespie says. "Not only do you get the feature set that you would with another camera in the consumer range, but you've got social sharing so you can upload your photos to social networking sites directly." The net-connected cameras will also be able to connect to other gadgets , such as tablets or smartphones , so they may be used to remotely control the camera or act as a viewfinder.
"You could set the camera up on a tripod and actually move into the photo," Gillespie says. "Using a phone as a viewfinder, you can frame the photo exactly as the camera sees it."
Other cameras released this year will add phone-like touchscreens, including Panasonic's Lumix TZ30, Nikon's new Coolpix S4300 and the Olympus OM-D E-M5 camera.
More other hot gadgets: Sports & action camcorders , Wired cctv cameras , surveillance equipment
In the face of these challenges, the Imaging and Digital Entertainment Association predicts zero growth for Australian camera sales this year.
But rather than wallow in the gloomy forecast, manufacturers are arming new models for battle, with fresh photographic features, better lenses and significantly cheaper prices across the board.
Cameras are even borrowing features from smartphones, adding touch-sensitive screens and, in some cases, apps and internet connectivity.
Panasonic became the latest company to head off the challenge this month, revealing nine new still cameras and seven new video recorders to arrive before May.
The devices, unveiled on Norfolk Island, include a travel camera with a 30x zoom lens (TZ30), a tough model (FT4) that can dive up to 12m below the waves and a $199 camera with an F2.5 lens (FH8).
Lumix group marketing manager Alistair Robins admits the camera industry is under pressure, but says it is responding strongly.
Panasonic's 2012 cameras will pack in extras including an auto-stitching panoramic mode, a high-dynamic range feature that combines two photos for the best exposure, and creative post-processing modes for striking effects.
Robins says prices will also be lower this year, even for advanced digital cameras.
"Five years ago a Lumix compact camera such as a TZ7 would have cost around $700 and this product had a 10x optical zoom, motion JPG video and weighed around 232g. Today with the TZ30 we're announcing you get a 20x optical zoom, full high-definition video, a MOS sensor and GPS in a slimline 290g body that costs costs 36 per cent less ($449)," he says.
Robins says smartphone use is clearly challenging digital cameras, but he argues it is also recruiting new photographers who will become more demanding and "look to purchase a camera that can deliver the results they're after".
"New data coming out from the US and Japan ... shows that half the people who only use a smartphone were going to buy a camera in the next 12 months," he says.
"Although we don't have any data for the Australian market I can't see why there'd be a huge variance."
Imaging and Digital Entertainment Association chief executive Paul Curtis agrees with Robins' prognosis, but he says smartphone snappers may take a while to switch.
"Ultimately, smartphone use is good for our business," he says.
"In the short-term, it will affect sales of digital cameras. I don't know by how much but it will be quite challenging."
GfK reports Australians bought more than 2.6 million digital still cameras last financial year, but Curtis says IDEA expects no further growth in 2012. "We've got to make smarter cameras," he says. "Camera manufacturers are going to have to keep inventing new and better cameras to stay ahead."
One camera manufacturer is seeking to do this by making its cameras more like mobile phones.
Samsung will this year introduce a range of "smart cameras" that feature a built-in wireless internet connection and apps. Samsung digital imaging business manager Craig Gillespie says wi-fi will be added to many Samsung cameras this year, as well as Facebook, YouTube, Picasa and Photobucket software. The first example, the WB150F, is already out.
"2012 will be the year of the smart camera," Gillespie says. "Not only do you get the feature set that you would with another camera in the consumer range, but you've got social sharing so you can upload your photos to social networking sites directly." The net-connected cameras will also be able to connect to other gadgets , such as tablets or smartphones , so they may be used to remotely control the camera or act as a viewfinder.
"You could set the camera up on a tripod and actually move into the photo," Gillespie says. "Using a phone as a viewfinder, you can frame the photo exactly as the camera sees it."
Other cameras released this year will add phone-like touchscreens, including Panasonic's Lumix TZ30, Nikon's new Coolpix S4300 and the Olympus OM-D E-M5 camera.
More other hot gadgets: Sports & action camcorders , Wired cctv cameras , surveillance equipment
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