2. 110.4 117.5 111.2
83.6
53.3
2.3
4.9
7.5
12.5
15.4
1.4 2.5
3.8
4.4
10
12.2 13.7
15.1
15.5
2009 2010 2011 2012 2013
Camera Consumer Behaviors
Other fixed lens Premium fixed lens (Highzoom)
Compact system
(Mirrorless)
DSLR
This includes Point &Shoot cameras and
other standard compact cameras
Camera phones are taking over for point-
and-shoot cameras. This leads to the
declining needs for Low-end fixed lens
camera
Refer to Slide
The major manufacturers are all producing
smaller and more advanced cameras, with
a host of features that used to only be
available on full sized DSLRs.
Bridge cameras used to be a serious
alternatives to a full sized DSLR, but they
are facing competition from Mirrorless.
Refer to slide
The mirrorless cameras have the image
quality it delivers. Packed into it’s small
size is a quality of image that stands up to
many DSLR’s. There may be a tiny
advantage in quality to the DSLR .
Refer to slide
The main advantage of a DSLR over the
mirrorless is the ability to autofocus.
Taking photos of static objects you will
notice virtually no difference, but a moving
subject is handled much better by a
DSLR. This distinct proposition allows
DSLR to continue to grow, though at a
slow rate.
Refer to slide
Key Driver: The growth of camera phones
technology, Price & Connectivity
Key Driver: Zoom and Price Key Driver: Convenience of use, compact
size and efficiency of the interchangeable
lenses
Key Driver: Sensor, Autofocus
The 4 camera segments in the industry and the distinct growth drivers
2
3. The strong competition from smartphones make it tougher for low-end
camera makers to sustain and make profit
0
10
20
30
40
50
60
70
80
90
100
Travelling/
Holiday
Event concept/
sporting
Friends/ family
photos
Days out Nights out Spontaneous
photos
Cameras
Smartphones
Camera Consumer Behaviors
Want camera with the
best quality photos 44%
Want specific effects not
possible on the
smartphone
22%
Want more manual
control over my photos 22%
Smartphone image quality
is not good enough 19%
Current camera no longer
meets my needs 17%
Most people owning smartphones only buy cameras with the ability to produce the best photo qualities, which is likely when
they go travelling, or capture images of sport events, or hang out with friends/ families. That means there is a huge market for
high-end rather than lower end cameras
Figure 1: In which
situations users
prefer to use
cameras over
smartphones
Figure 2: The reasons for iPhone users
to buy cameras
3
4. Compact System Camera may be growing in Japan (which is the reason
why Casio is still focusing on this segment) but not necessarily everywhere
else in Asia. Singaporean consumers are different from Japanese
Europe West
Europe East
APAC
China/ HK
Japan
Middle East/ Africa
Compact System SLR Fixed Lens
Camera Consumer Behaviors
Leica
They never had low-end product. Cater
mostly to the high-end. Customers are
willing to pay for the status of owning a
Leica
Fujifilm
X-line has become “the reasonably
priced Leica” for enthusiasts. Well-made
camera with outstanding lenses.
Eventually they may stop flooding the
market with superzoom and compact
cameras
Canon &
Nikon
Supplying outstanding products to high-
end market, and flooding market with
junk cameras. Nonetheless, the junk
cameras are still a whole lot better than
camera phone
Casio
No real high-end products, have a few
nice superzoom cameras, but nothing
better than Canon or Panasonic
Olympus
Moving to Mirrorless camera which is
growing now
The Professional/
camera enthusiasts do
not appreciate Casio’s
low-end cameras, which
might affect mass
market’s perception.
Refer to next slide.
Figure 2: Professionals’ perceptions of brands
Figure 1: Growth of
different camera types in
different regions
4
5. Based on profile of people clicking Casio Exilim Facebook, most of
current Casio Exilim cameras are 25-34, and they are more influenced by
Online expert reviews than normal social media buzz, views and likes
While females 25-34 are influenced by
Friends and Family recommendation the
most, males 25-34 are influenced by
Online expert reviews and user review on
retail sales. Social media buzz do not
seem to affect both groups significantly.
Implication:
Camera brands targeting this group to
spread the words for the brand should
make sure the expert group is fully
satisfied with the brands and use the
camera for different purposes and aspects
of their lives to reach out to the mass
market.
Brands can place LESS emphasis on
using the social media to advertise for the
brand
Look at expert review to predict the trend,
demand and customer needs. Refer to
Slide…
Camera Consumer Behaviors 5
6. Camera Consumer Behaviors
Canon PowerShot A4000
$165.99
FujiFilm FinePix F660EXR
$359.95
Canon Powershot G1-Mark II
$699.95
$939.95
Fujifilm X100S
$798.00
Sony A6000
Olympus OM-D E-M1
$950.00
$499.99
Sony A37
$604.95
Nikon D5300
$5599.00
Nikon O4S
$2199
Nikon D800
$1199
Casio EX-TR35
$1199
Casio-EX10
Price is the most critical factor customers use to compare cameras
Consumers often look at Price first before
looking at the specs and types of the camera.
They will then compare cameras of the same
price range together in terms of specs
Looking at the trend, it can be easily seen that
the more advanced specs come with higher
price.
Nonetheless, EX-TR35 and EX-10, despite
having relatively lower specs compared to other
bridge and mirrorless cameras, have relatively
the same price as them.
Hence, consumers consider EX-TR 35 in the
same comparison set as bridge or mirrorless
cameras. The effect of this will be illustrated in
the following slidesPrice
Specs
6
7. Camera Consumer Behaviors
Use case
First time users Documentation purposes Entertainment purposes
Photo-taking activities (i.e. selfies) that
take less than 4 mins/ day
• Children
• Those who have limited budget
and want to start trying out using
cameras
Used in class to replace the need to write,
for those without printer, or recording
phone numbers on the spot
People who like to conveniently play with
after-effect, emoticons like Instagram,
Snapseed, PicTapGo, Camera +,
Photoshop Touch, Hipstamatic, VSCO
Cam
Most people will only 1-5 selfies per day
except for going out with friends or going
for parties.
They also want easy online upload, or for
Whatsapp sharing
Expectation
Simple, no frills, inexpensive Clear enough to view, not too heavy for
easy storage
Constant update/ renew of after-effect
apps, interesting and cute photo-editing,
easy to use
Inexpensive stuff as it’s not worth it to
spend too much for activities that take
less than 4 minutes per day
Pay $300-$500 one-time maximum
Current offering by EX-TR35
Simple, no frills
Price: $1000 and above
12.1 Megapixels, Tilt-type LCD, 21 mm
Wide-angle lens: too much for
documentation purpose
No information of this on the
communication materials (i.e. posters)
Also, the camera after-effect is fixed until
customers purchase the new camera. But
customers prefer to have those apps
renewed fast at a low costs
Price: $1000 and above
260 battery life which is not really
necessary as consumers will not use it
very extensively. Customers will not be
willing to pay for something that will not
really benefit them.
Wi-fi function is not emphasized enough
• There seems to be a mismatch of the current product offerings with what consumers
expect to receive to satisfy their needs.
• There is a misconception that better technology will help differentiate the product
among other products. Nonetheless, the truth is that customers will be only willing to
pay for technology that really benefit their needs.
Customers compare EX-TR35 with other point & shoot cameras and other
multiple-use devices with camera options
7
8. Panasonic Lumix Olympus S Canon PowerShot A EX-TR35
Pros
Share your pictures
instantly by simply
touching it to any
smart phones or
tablets
SH-50 image
stabliser reduces the
blur and fuzziness of
action shots and
videos
Recognizes 32 photo
conditions and will
automatically adjust its
settings to match them
Cons
No automatic shadow
adjustment setting
No face recognition
Use more memory and
battery life than with some
other cameras because of
CCD image sensor
Price $499 $399
Megapixels 16.1 16 16 12.8
Connectivity Yes No No Yes
Battery life
(shots per
charge)
260 310 200 200
Rating 9.57/10 9.50/10 9.48/10
Camera Consumer Behaviors
Bad
- Expensive: most people using this to take
selfie and post on Facebook. People may
compare the price to the mirrorless camera
- Does not come with a touch-screen display
- User-interface is not very straightforward
- It’s a hit in China, but how sustainable can it
be? In China, Meitu is about $400-$500
- People prefer buying Nikon D7100 or Canon
70D with much better quality and more
control
- Noise when taking photos
- Optic quality could have been better at the
price point
- People would rather buy lens hood,
protecting filter, extra battery for Fujifilm x-
100X
- No difference from iPhone 2S
- People expecting it to be 300-500
Good:
- Various mode of post-production
Who is it attracting now?
- Malaysian females 25-34 and above based
on facebook reply. This raises the questions
of whether TR35 is really a good match to SG
needs
- This is probably bcos they dunt own
iPhonehttp://asiancorrespondent.com/37156/
iphone-usage-across-asia/
Comment:
Even though EX-TR35 is the only camera dedicated for selfie only, its relatively lower spec do not justify its price. With the
same price, people would rather buying a better camera. The problem with EX-TR35 is not really its positioning, but rather its
pricing strategy and its marketing communications have sent the undesirable signals about the camera.
In addition, looking at the rating of the brands, and reflect upon the cameras’ specs, we can also deduce the important
camera qualities that the users are looking at for selfie, documentation, first-time buyers or entertainment purpose. Despite
having lower battery life Olympus and relatively same Megapixels, Panasonic can charge higher price because of
Connectivity function. In addition, the price of $499 is within the expected range of customers.
Thus, 2 critical competitive dimensions in this market is: Price and Connectivity rather than Megapixels of Battery life.
EX-TR 35 needs to compete on Price and Connectivity
8
9. The sudden surge in sales of EX-TR35 may not be sustainable. The trends
of photography in SG and Japan are significantly different
Camera Consumer Behaviors
While Singaporeans
love natural photos, with
a little touch of “vintage”
feel, Japanese like the
more obvious touch of
technology onto the
photos. Effects like
making eyes bigger,
various emoticons and
drawings on the photos
are favoured by the
Japanese. This can be
seen via the larger
number of Neoprints
machines in Japan
compared to just a few
in Singapore
Figure 1,2,3,4: Photos of Xiaxue, famous blogger in Singapore Figure 5: Follow-me series
9
10. Camera Consumer Behaviors
Use case
Amateur with interests in photography Street and travel photography Video capturing Low light
People who want to capture high quality
photos and learn about photography
without the need to learn many
complicated techniques and steps
For static objects rather than moving
objects, those who do not want to carry
so many things when travelling.
DSLRs flip the viewfinder mirror up and
have to use the contrast-detection
focusing method, which means slower
focusing, and the camera has to
refocus. Mirrorless cameras are built with
focus sensors on the imaging chip, often
using both phase and contrast focusing.
For people who want to take good photos
in low light environment
Expectation
User-friendly functions, interchangeable
lenses, long battery life
Materials to guide and teach the amateur.
Compact size Focus sensor High ISO setting or large sensor
Current offering by EX-10
No interchangeable lens
12.1 Megapixels
Compact size Not much focus on talking about sensor
in marketing communications
Not much focus on talking about sensor in
marketing communications
• There seems to be a mismatch of the current product offerings with
what consumers expect to receive to satisfy their needs.
Customers compare EX-10 with other mirrorless cameras
10
11. Complaints regarding EX-10
- Expensive price considering that the sensor is not
very fantastic
- I feel a bigger image sensor, such as a 1-inch
sensor, should have been used in the EX-10 to
avoid this problem. This is especially so given its
high price tag
- It is not differentiated from other brands
- It is not differentiated from XZ-1
Good:
- Substantial thumbrest, substantial fingergrip,
capable lens, flipable
- Has control around the neck
- For non-geared headed, not tech-savvy to
elevate his standard
- A nice touch is the inclusion of the auto lens cap,
which opens and closes when the lens protrudes
and retracts respectively - you will not lose a lens
cap again.
- Battery life is quite good. While most compact
cameras stop at around 300 still images on a full
charge, the EX-10 takes around 450 still images.
Who is it attracting now?
- Most responses to the release on EX-10 is found
on dpreview, not on Facebook, which implies that
it is attracting the male enthusiasts group at the
moment.
Olympus OMD EM1
Fiji Film XT1
review
Sony Alpha A7r EX-10
Pros
Built-in Image
Stabilisation, weather-
sealed, superb EVF, Wifi,
great lenses
Superb quality,
huge EVF,
weather-sealed,
Wifi
Full- frame sensor,
weather-sealed, great
EVF, tilting screen, Wifi,
smallest and lightest full
frame mirrorless
Cons
No built-in flash, no
peaking or PDAF for
movies, no panorama
mode
Basic AEB, no
touch controls,
screen not fully-
articulated
Leisurely AF, poor CAF,
no touch controls, screen
not fully articulated
Price $1399 $1299 $2299 $1099
Lens Interchangeable Interchangeable Interchangeable
Not
interchangeabke
ISO
ISO- 25600
(customizable, default
ISO LOW - 1600)
ISO 51200 (but
no image
stablisation)
ISO 100-25600 ISO 80 - 12800
Sensor
Built in (Image sensor
shift type image
stabilization)
X-Trans CMOS
II (larger than
Olympus(
Exmor CMOS Back-lit CMOS
Weight 496g 440g 465g 384g
Camera Consumer Behaviors
Nikon and Canon have one big advantage—their lines of interchangeable lenses that keep long time users loyal. If the
companies are smart, they will capitalize on this by building on their currently minimal offerings of mirrorless cameras
that can use their existing lenses.
The difference of only $200 between Olympus and EX-10 is wide, and thus make it possible for customers to just top
up their cards and pay for a proper Mirrorless camera
Customers compare EX-10 with other mirrorless cameras on its lens and
sensor and weight
11
12. Many feedback that EX-10 and EX-100 are similar in specs, and yet are both
launched in half a year period
Camera Consumer Behaviors
Observations
Too many versions of Exilim released in a short
period may lead to product confusions among
consumers.
A good example of how a good timing of product
launch and clearly differentiated specs can help to
increase purchase intention is iPhone. Apples do
not have a lot of iPhone lines and they only renew
their line once per year. The recent iPhone 5 is the
most differentiated in terms of specs, which partly
explains why the purchase intention increased up
to 71% in September 2012
12
13. The GoPro Case Study
Strategy lesson learnt: Being niche and launch whole product
to fully satisfy the full range of needs of the niche market, being
single-minded in message strategy to dominate the niche market’s
mind share fully
Camera Consumer Behaviors 14
14. The words of mouth for GoPro was spread from the sports enthusiasts, and
they spoke the message of a quality & versatile camera strongly. They were
the active users and strong believers of the brand
GoPro started of as being very single-minded in
the segment they wanted to target. They wanted
to help the sport enthusiasts to capture the
moments.
The sport enthusiasts were fully
satisfied and used the cameras
to the fullest
Sport enthusiasts post on
Youtube and caught attention of
people
Plenty of user-generated videos
were generated
Spread to the mass market
The mass market generate
other uses of the products by
themselves
The camera became a hit to
both the amateur and the
professionals.
A camera does not need to be designed with the
mass market in mind, but it needs to be designed
with a single-minded mindset for ONLY one
market. That enables the camera to be fully
supported by a single group, and they will make
sure the words are spread. The mass market will
eventually figure out how to use the camera to fit
their lifestyles by themselves
Camera Consumer Behaviors 15
15. No discount, no sales, only focus on bringing the best values to ONLY one
niche segment when the product was first launched.
Looking at GoPro Facebook page, the following patterns are observed
• No discounts, no sales
• Continuously update the page with new gadgets that can maximise the usability of the
camera
• Many Youtube videos, and most are user-generated rather than company-made videos
• Since officially launched, GoPro only has a few product lines
What is GoPro trying to do?
GoPro Gaining the full support from the sport enthusiasts by ensuring that they have all the
need to adopt the new technology/ or to switch from the previous camera to GoPro. This is the
strategy of WHOLE PRODUCT LAUNCH. Refer to slide … for further details on what this
strategy is and how effective it is in generating strong word-of-mouth naturally and cost-
effectively.
Camera Consumer Behaviors 16
16. Whole product launch strategy is all about forcing your competitors out
from your niche market and being highly focused on securing the first
beachhead
Generic
products
Expected
products
Augmented
products
Generic product: is what is covered by the purchasing
contract. In this case, it is the camera
Expected product: This is the product that customers
thought they were buying. In this case, when
customers first bought GoPro, they were expecting
another camera which they have always seen like
Canon, Nikon etc. Nonetheless, they did not expect
they would have gotten a camera which went beyond
all those pre-determined perceptions of cameras
Augmented products: Handheld camera grip,
GoPole, Oculus Red filter, Thumbscrew, apps etc
The point of Whole Product Launch is to make sure
the target market which is the sport enthusiasts in this
case fully satisfied with GoPro. This enabled GoPro to
gain monopoly that segment. GoPro simply makes it
EASIER for their target segment TO BUY rather than
makes it EASIER for them TO SELL. Most people
resist selling but enjoy buying
Camera Consumer Behaviors 17
17. GoPro strategy is a huge contrast to Casio’s strategy which focuses on
increasing immediate sales & expanding product lines.
Why sales- focused approach may cause Casio to lose out
in the long run and unable to generate strong enough word
of mouth?
• Too many product lines confuse the customers about the
brand positioning. It makes them spend even more time trying
to figure out what to buy and how to use
• Being too sales-focused may make Casio unable to generate
a really strong critical mass of informed individuals who can
reinforce Casio’s positioning from times to times
• It makes it hard for Casio to do a Whole Product Commitment
as it is going to be costly to satisfy the full need of so many
segments at the same time
Camera Consumer Behaviors 18
18. This strategy has been adopted by many high-tech companies. This
explains the reason why Android grew to be more popular than the iPhone
Bottom line: Here's why Android now controls 80%
of the smartphone market
Google took a wildly different approach with Android than Apple
did with iOS. Any hardware maker can use Android free of
charge. Since Android is packed with excellent Google services
like Gmail, Google Now, and Google Maps, most of the hard
work was already done for manufacturers like Samsung and
HTC.
As a result, manufacturers have been able to flood the market
with devices. They've also been able to attack the low-end of the
market with cheaper phones.
R e a d m o r e :
http://www.businessinsider.com/history-of-android-2013-8?
op=1#ixzz35fQ7ivRZ
Camera Consumer Behaviors 19
19. GoPro website creates excellent customer experience
It speaks lifestyle, life experience, passion, and thus
have high emotional appeal. It is also highly customer-
centric in terms of design and content
Figure 1: Video of people’s activities is automatically
played once users visit the website
Figure 2: Beautiful photos
Figure 3: Making purchase easy by recommending
cameras according to the target market’s needs
Figure 1
Figure 2 Figure 3
Camera Consumer Behaviors 20
20. Casio website does not create much emotional attachment to the brand
Camera Consumer Behaviors
Figure 1: Website frontpage
Observations: lack of tagline, user-friendly interface or
pictures of people
Figure 2: Product page
Observations: mostly functional information of the products,
lack of experience and emotional “information”
21. The Nikon Case Study
Strategy lesson learnt: Building brand image and brand
personality through online platform
Camera Consumer Behaviors 21
22. Nikon website creates excellent customer experience using the power of
photos and tagline that connect to customers emotionally
The effectiveness of “I am” campaign
will be analysed in the next slides
Meaningful
tagline
Customer-centric
tabs
Camera Consumer Behaviors 22
23. Nikon’s ‘I Am’ Facebook activity helps consumers differentiate by driving
personal and emotional engagement
Nikon’s ‘I Am’ activity began in April
2010 and promotes the concept that
“great pictures always have
personality”.
It has a strong social media presence, with a
d e d i c a t e d b l o g a n d
integrated Facebook, YouTube andFlickr pages.
• Nikon’s activity successfully encouraged
consumers to engage on a personal level
• Facebook fans do not just engage with
photos- they particularly agree with the idea
that Nikon itself is relevant to them
• A fifth of Nikon discussion is emotional in tone
Camera Consumer Behaviors 23
24. Nikon club ensures Nikon stay connected to their loyal customers
Casio seems to spend more focus on the media on
the other hand, and is still lacking on channels to
engage customers more effectively.
Camera Consumer Behaviors 24
25. Showcase- “Through Asian Eyes” connected to website
Gallery captures users’ attention and convinces them
of the camera’s quality immediately. It also shows the
scenarios in which the camera functions best.
Camera Consumer Behaviors 25
26. Samsung Mobile Singapore is the most popular Facebook page in
Singapore. Learn from the best practice of being responsive to customers
Figure 1: Samsung replied to every single query on their Facebook
Camera Consumer Behaviors
Figure 2: Casio Exilim
Facebook page is not
very responsive to
customers’ queries
26
