Sony 2010 Annual Report Download - page 29

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26
automatically takes photos—an innovation that attracted
considerable notice. Sales of Sony compact digital cameras in
fiscal year 2009 totaled 21 million units.
Sony’s efforts in the area of digital single lens reflex (DSLR)
cameras in fiscal year 2009 focused on reinforcing its
business structure, as well as on steadily enhancing product
development with the aim of expanding into new fields. Moves
included shifting a portion of DSLR camera production from
facilities in Japan to Thailand and integrating its domestic
DSLR-related businesses. Additionally, Sony launched new
models including the α550, which features a proprietary
digital image processing function—Auto HDR (high dynamic
range), which enables the camera to automatically capture
scenes with a huge dynamic range of luminance—and a
continuous shooting speed of seven frames per second. Sony
is also proceeding with ambitious efforts to create a new and
promising market for compact interchangeable lens digital
cameras through the NEX-5 and the NEX-3, to be released
in June 2010. Based on the concept “SLR image quality,
anytime and anywhere”, the two new models feature the
newly developed Exmor APS HD CMOS sensor and an HD
video recording function.
The launch of new models featuring a wealth of exclusive
technologies supported Sony’s continued leadership of the
video camera market in fiscal year 2009. In the Handycam® CX
and XR series, Sony enhanced product appeal by leveraging
its BIONZ image processing engine technology to facilitate
digital image stabilization—ensuring compensation for camera
shake not only when shooting vertically and horizontally but
also when rotating the camera—and by mounting its exclusive
high-performance G Lens, which increases the size of the
photographed area. New models featuring such cutting-edge
technologies proved to be major hits. Sales of Handycam®
for the fiscal year totaled 5.3 million units, achieving 42% of
the global market share*2. New offerings in the period also
included two models of bloggie™, Sony’s pocket-sized mobile
HD snap camera aimed at consumers who have blogs or are
active in social networking. Going forward, Sony will continue
striving to offer a broad range of video cameras, from high-
spec, value-added models to affordable ones.
*2 Sony estimate, as of May 2010
Home Video
Fiscal year 2009 marked a momentous advance in Sony’s
Blu-ray Disc™ recorder and player business. Sales of Sony
Blu-ray Disc players in the period amounted to 3.3 million
units, a year-on-year increase of 1.1 million units, earning
Sony the top position in North America—the principal market
for Blu-ray Disc players—with a market share of approximately
7.7
6.2
5.3
43% 41% 42%
2008 2009 2010
Unit sales of video cameras and market share
(Millions of units)
*Years ended March 31, shares are Sony estimates