Sony 2009 Annual Report Download - page 21

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19
cameras slipped 19% to about 6.2 million units, resulting in a
market share of 41% (Sony estimate, as of May 2009), maintaining
the lead position in the video camera industry.
In February 2009, Sony launched a new model of digital high-
definition Handycam® video camera—mounted with Exmor R, a
newly developed back-illuminated CMOS image sensor—that is
playing a crucial role in Sony’s “HD World” initiative. The Exmor
R CMOS image sensor achieves unprecedented light sensitivity
through illumination of the silicon substrate from the back. This
enables the sensor to deliver outstanding clarity in low-light
situations. In January 2009, Sony released two new versions of
Webbie HD™, a pocket-sized video camera, in the North American
market. Moving forward, Sony will further expand its video camera
lineup to include a broad range of models, from high-spec and
value-added to affordably priced, in an effort to bring the joy of
easy-to-shoot high-definition video to individuals as well as families.
Sony has steadily expanded its Blu-ray Disc™ recorder and player
business since first launching Blu-ray Disc players in North America
and Blu-ray Disc recorders in Japan in fiscal year 2006. In fiscal year
2008, sales of Blu-ray Disc players amounted to 2.2 million units,
earning Sony the top position in North America—the key market
for Blu-ray Disc players—with a market share of over 40% (Sony
estimate, as of May 2009). Sales of Blu-ray Disc recorders totaled
500,000 units. Looking ahead, in addition to anticipating significant
growth in the market for Blu-ray Disc players and recorders, Sony
expects each of its Blu-ray Disc-related businesses—including PCs,
components and filmed content—to grow and yield considerable
synergies within the Sony Group.
Sales of Sony’s digital music players in fiscal year 2008 were
approximately 7 million units, an increase of 21% from the previous
fiscal year. In the Japanese market, Sony achieved a high market
share as the Walkman® S series of players with stand-alone
speakers included—commercialized with young users in mind—
proved a major hit. In April 2009, Sony launched the flagship X
series. Featuring the S-Master fully digital amplifier—which is used
in Sony AV amplifiers and home theater-related products—as
well as digital noise cancellation, X series players also boast a
3.0-inch wide-screen organic light-emitting diode (OLED) display.
High Definition Handycam®
HDR-XR520V
Digital music player
Walkman® X series
Unit sales of digital music players and market share
4.5
5.8
7.0
2007 2008 2009
6% 7% 9%
(Millions of units)
*Years ended March 31