Sony launches alpha NEX series cameras; to invest Rs 250 mn in promotions

MUMBAI: Sony has launched the new range of small and light interchangeable lens digital cameras alpha NEX-5 and NEX-3.

The two new products, priced at Rs 34,990 (NEX-5) and Rs 29,990 (NEX-3) allows users to effortlessly capture DSLR quality photos.

Tamagawa(L) and Teshirogi(R)

Sony India MD Masaru Tamagawa said, "The launch of alpha NEX-5 and NEX-3 marks a milestone for Sony as it yet again reinforces our strength in introducing new and revolutionary products in the market. These cameras are unique as they narrow the gap between professional and consumer segments and deliver the best imaging expertise in the hands of amateurs. We believe that these cameras would surely create excitement among Indian consumers who are dynamic and vibrant and receptive to new products and technologies."

The company, which enjoys a 45 per cent share of the compact camera market and a 35 per cent of total camera market (Compact + Interchangeable lens Digital camera‘s), claims that alpha NEX series will create a new market in the value added segment, thus taking its share in total camera market to 40 per cent.

Also, the company intends to increase its digital camera sales revenue to Rs 9 billion by the end of next fiscal, from Rs 6 billion at present. Sony India is also targeting to sell 40,000 units of the new camera units by FY 2011.
"We will Invest Rs 250 million towards marketing activities to accelerate sales of these cameras in India. We will promote the products through both ATL (above the line) as well as BTL (below the line) activities. ATL activities include TVC, Print, Outdoor, PR and Web while BTL includes shop-front enhancement training seminars and national retail promotions," Tamagawa said.

Tamagawa also said that Sony India is expecting that the alpha NEX series will contribute to 15 per cent of the topline by FY 2011.

Incidentally, Cybershot, the popular compact brand from Sony, contribute to three per cent of its total revenue. 
The new alpha NEX series is equipped with Background De-focus function, Full HD movie, 7 fps (frames per seond) High Speed shooting and 3D Sweep Panorama.
"As a leader in innovation, Sony developed this new line of alpha NEX series so that anyone can easily capture DSLR quality images, regardless of whether they are seasoned or amateur photographers," said Sony Corp business head alpha division K Teshirogi. "For photographers who are averse to extensive manual controls on a camera, the alpha NEX-5 and NEX-3 offer sleek form factor, as well as user-friendly settings. This allows them to capture professional quality photos effortlessly. For experienced photographers, lightweight alpha NEX offers serious DSLR performance in a camera that they can easily carry with them at all times."

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