Sony 2009 Annual Report Download - page 20

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18
The compact digital camera market saw a lull in replacement
demand—particularly in Europe and the United States—while
the impact of the economic slowdown dulled growth in emerging
markets. As a consequence, worldwide unit sales in the period
were level with those of the previous fiscal year. Sales of Sony
compact digital cameras decreased 6% from the previous fiscal
year to approximately 22 million units. Nevertheless, Sony retained
its position as a global industry leader, with a market share of 21%
(Sony estimate, as of May 2009).
During the period under review, Sony released a number of
new models designed to respond to a variety of customer needs.
These include models in the Cyber-shot™ W series, aimed at price-
conscious consumers; the Cyber-shot T series, which includes slim
(13.9mm)-profile cameras loaded with high-performance features
that are uniquely suited to shooting high-definition movies; and
the Cyber-shot G series, featuring cameras with built-in wireless
Internet connectivity that enables users to upload images to photo
sharing sites with ease. Fiscal year 2008 also saw the launch of
the first model in the Cyber-shot HX series, which is the first ever
compact digital camera to be equipped with a complementary
metal oxide semiconductor (CMOS) image sensor, and allows for
high-speed and panorama shooting.
Sony is a relative newcomer to digital single lens reflex (SLR)
cameras, having entered this market in fiscal year 2006. Fiscal year
2008 saw the launch of the α900—a high-end model mounted
with a 24.6-megapixel, 35mm full-frame Exmor™ CMOS image
sensor—in the α (“alpha”) series, which now encompasses a
complete lineup of models, from entry-level to high-end. Sales of
Sony digital SLR cameras during the period amounted to 1.15
million units, approximately triple the result for the previous fiscal
year, giving Sony a market share of more than 10% (Sony estimate,
as of May 2009). Highlighting our pursuit of synergies among
businesses, Sony began using G lenses, which are prominent in
our digital SLR cameras, in the Cyber-shot HX series of compact
digital cameras.
The global market for video cameras declined 17% to
approximately 15 million units in the fiscal year ended March 31,
2009, evidence of its approaching maturity. Sales of Sony video
Cyber-shot™ Digital Camera
DSC-T77
Unit sales of video cameras and market share
7.45 7.7
6.2
2007 2008 2009
41% 43% 41%
(Millions of units)
Unit sales of compact digital cameras and market share
17.0
23.5 22.0
2007 2008 2009
22% 23%
21%
(Millions of units)
*In June 2008, cumulative shipments of Cyber-shot cameras
(including Digital Mavica) surpassed 100 million units.
*Years ended March 31
*Years ended March 31