Magazine Article


State of the Industry 2006 II

Pentax Imaging Company
Take Advantage of the Web
Ned Bunnell, Director of Marketing

One year ago, Pentax launched, a dedicated website focusing on our waterproof line of digital cameras. Since then, we’ve launched and because Pentax buyers find Microsites valuable for convenient access to information to make their purchase decisions. Traffic to these sites is impressive, as is the growing number of leads we are sending on to our dealers’ sites (via dealer tags) where consumers may finalize their purchase decisions.

At Pentax, we will continue to focus on lifestyle products such as waterproof cameras and, as we promised last year, we have expanded our Digital SLR line with more bodies, lenses and flashes.

With 10 megapixels; Shake Reduction; CCD dust removal; 11-point Autofocus; support for raw, JPG, and DNG; unlimited JPGS in burst-mode; SDHC card format support; and a weather-resistant body, the K10D was a main focus for Pentax at photokina 2006. Along with the K10D, we will deliver the Pentax-DA 70mm F/2.4 Limited lens. Expect us to continue to deliver new digital SLR solutions and make the Pentax digital SLR system shopping experience more informative and convenient than ever. This month, Pentax unveiled an innovative Test Drive A Pentax ( sweepstakes campaign to drive customers into photo retailers to demo a Pentax digital SLR.

Samsung Opto-Electronics America, Inc.
Driving Technical Innovation
Steve Cordova, Executive Vice President of Sales and Marketing

The digital imaging industry is currently characterized by two major trends—convergence and consolidation. In this highly competitive space where margins are thin and technology is rapidly evolving, manufacturers are constantly looking for ways to maximize value for both dealers and end users while keeping pace with technological innovation. The most effective way to accomplish this has been to blend the features and functionalities of several products into a single device that can do it all. The trick has been to provide all of this functionality without sacrificing quality, dealer margins or consumer loyalty. That’s the convergence element.

Consolidation is not a new trend in digital imaging, but it is an extremely prominent and important trend as we move toward 2007. What we’re seeing right now is major photographic and CE manufacturers consolidating their efforts and working to deliver a full range of solutions under a single brand umbrella to digital photo customers.

Samsung Camera is leading the way in both of these areas. In the convergence area, Samsung continues to drive technological

innovation and set new standards for stylish design. We do this with a focus on delivering “lifestyle” digital media products that make dramatic statements in addition to delivering uncompromised performance and quality. With the recent launch of our new NV Series, we have shown the industry how style, technology, and advanced functionality can converge in products that are highly attractive to consumers. The NV3 is an excellent example of a cutting-edge convergence product, as it is a stylish digital camera that features a built-in Personal Media Player (PMP) that plays video files and MP3s.

Our entry into the DSLR space and the expansion of our product range to include solutions for both entry level and professional photographers is an example of our leadership in the consolidation area. Many manufacturers are expanding their digital camera ranges to include solutions for a variety of skill and experience levels. Samsung is in the unique position of having a global organization with unmatched manufacturing capabilities in every area of digital imaging production. In leveraging all of that expertise, we are able to deliver a unique combination of quality and aggressive pricing that sets us apart from the industry.

Moving into 2007, we can expect to see more of the same fierce competition that has characterized the imaging industry over the past several years. As things heat up, I think we can expect the strongest organizations to emerge as those who will set the pace, and who will deliver the greatest possible value to retailers and consumers alike. Samsung is completely committed to being among those market leaders, and we look forward to achieving great things with all of our retail partners in 2007 and beyond.

SanDisk Corporation
Expert Advice You Can Offer Your Customers
Nelson Chan, Executive Vice President and General Manager, Consumer Marketing

In the digital photography market, few things change as quickly as the technology itself, which means that expert tips and advice may no longer hold true as technologies quickly improve. Two common myths come to mind.

Myth #1: Do not use large storage cards because “you don’t want to put all your eggs in one basket.” Some photographers would rather shoot with a pocket full of 512-megabyte (MB) and 1-gigabyte (GB) cards or smaller rather than risk putting the majority of their images on a single card or several large capacity cards. Fact is, large capacity cards are a must for professional photographers. With the large resulting file sizes of RAW and RAW + JPEG options on today’s DSLRs, a 512-MB or 1-GB card today is as limiting as 32- or 64-MB cards were a few years ago due to their low capacities. Using an 8-, 12-, or even 16-GB card provides sufficient capacity to let you concentrate on your subject rather than the card.

Myth #2: Card speed is not important. Nothing could be further from the truth! While it’s true that storage cards are faster than most cameras, most photographers will notice a performance increase with a faster card.

Card-to-computer transfer rates are often overlooked but this is a critical workflow bottleneck. With a faster card and reader, all photographers can benefit when transferring images from a stack of cards to a computer.

For professional photographers, SanDisk offers its award-winning Extreme III and new Extreme IV cards in 2-, 4-, and 8-GB capacities as well its Extreme line of FireWire and USB 2.0 readers. It recently announced 12- and 16-GB capacities for its Extreme III line.

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