- 1 -

Camcorders and Digital Cameras in JapanMarket Research & Evaluation

2008.12.05~2008.12.07

Camcorders and Digital Cameras in JapanMarket Research & Evaluation

2008.12.05~2008.12.07

- 2 -

General Overview

1. Camcorders

- Best-selling items on the Japanese market are all HDD-equipped

-The two most-mentioned advertisement keywords are: HD-support, extra long recoding times and a PC-independent backup function

- HD-supportive(1) camcorders and its performance were viewable in real-time on HD-supportive displays

- Miniature-items were ranged in order to efficiently test the zoom-function of each camera(2)

- By releasing, small cutting-edge cameras, more and more companies are trying to market products directly towards female users(3)

- Exposure of product related promotion-assets (e.g. Videos) on YouTube et.al

2. Digital Cameras

- All brands were promoting the CCD and Full Touch-Panel functions

- To demonstrate ISO-features, a printed ISO-image is available with the devices

- Representative models were separated showcased separately to maximize exposure

- Reinvented form of camera accessories (4)

- Visitors are given the opportunity to test and first-hand experience most of the available products

- Focus on blog-users by promoting products as “exclusively designed and optimized for blog sites” or similar features (5)

(1) (2) (3) (4) (5)

- 3 -

Electro Mall in Shinjuku and Akihabara

Possibilities to test products directly at location

- Features or technologies such as the “AF Tracking” could be tested on a set to showcase the advantages of those kind of features(1)

Intelligent Exposure : A technique, which automatically adjusts gamma-parameters to lighten up specific items on a picture AF Tracking : Focus tracking technology which automatically focuses a specific item displayed on a LCD-displayFace Detection : Multiple face detection can be tested in front of a picture with various models

- Two separate monitors are available to compare the quality-difference of SD and HD cameras

(1) (2)

(3) (4)

Newest products are being displayed separately to their normal booth(3)

Product "How-To" Video

Latest products are showcased alongside with relative video-assets, to describe product-relative features, advantages and instructions of how to use the camera properly.

- 4 -

CANON Digital House / Gallery

Overview-An "testing"-Area is installed, consisting the showcased cameras and miniature-figures to provide visitors with a first-hand experience of the advertised features (e.g. Zoom-function)

-Camcorders are showcased alongside with flying/moving item.

-Season-related areas are available as well.

Brand Specific ServicesPrinting services for cameras

-Each camera booth is equipped with a printing service, so customers are able to print their shoots.

-To maximize the performances of each camera, feature-optimized items are displayed

-To demonstrate pixel-resolutions, camcorder-booths are equipped with a printing-area as well

(1) (2)

Promotional AssetsProduct videos

-For each product, a detailed video is available, showcasing and describing each functions and features, in detail

DSLR - Professional information's for visitors

-Even the smallest mechanism inside the cameras is described in detail

-Besides cameras; Lenses and other relative accessories are showcased

The most representative model is the 920IS

(3)

(4)

- 5 -

CANON Digital House / Gallery

- 6 -

OverviewCameras

All products are sorted by model-type, and depending on the model miniature figures were available

Camcorders

Showcase-assets such as miniature-figures or similar objects were available for first-hand experience shootings

Brand Specific ServicesAt the Sony Style Room, a set, based on the PS3 game "HAKUNAMATA", was installed for showcase purposes.

SONY Showroom / Style

Miscellaneous-Camcorders, Cameras are connected to HD Displays

To demonstrate pixel-resolutions, and promote showcase displays, HD-displays were installed

(1) (2)

(3)

- 7 -

(4) (5)

(6) (7)

OverviewAn separated studio area to test camera functions

- A separate studio for camcorder-users was installed to film children's. Results could be seen on external monitors.

- Especially for blogger's life log, a tutorial-booth was installed to educate them, considering the maintenance of cameras et.al

SONY Showroom / Style

MiscellaneousShowcase of photo frames

T-Series also introduces leather-cased

- DSLR-camera users could also visit a booth with several gadgets for them

- Representative model: DSC-T77, HDR-TG1

- 8 -

OverviewBlogger-dedicated Marketing

- To directly market towards bloggers, a blog-alike diary was showcased

- On online-sites various photo albums and life-style albums were available Product videos

- For Pentax's latest product: the K-M, Pentax prepared several videos to showcase the camera's features at the exhibition, as well as, stores.

(1) (2)

(3)

(4)

PENTAX FORUM

MiscellaneousCooperation with a well-known photographer to showcase a calendar made with a Pentax DSLR camera

Slideshow on LCD-displays of the pictures made (DSLR: EIZO Monitor usage)

Image sensor Cleaning Kit purchase

- Product history showcase

- 9 -

Overview-Besides products, a detailed overview of the definition and know-hows were showcased

Promotional Assets- A video introducing and explaining the mechanisms of NIKON cameras

(1) (2) (3)

(4) (5)

NIKON PLAZA

MiscellaneousCorporations Packages

In co-operation with Porter, Nikon showcased DSLR-camera dedicated bags et.al

Cooperation with a well-known photographer to showcase a calendar made with a Nikon DSLR camera

A tutorial of how to use NIKON's PHOTO EDITIING SW Capture NX2

Representative models: D3X, COOLPIX S60

- 10 -

OverviewOlympus Life Art Marketing

- A promotional event to showcase the ease of way to upgrade normal images to fabulous images

- E-30 promoted its event by cooperating with Aoi Myazaki and Lily Franky

- Various images in different enjoinments were lined up for showcasing purposes

(1) (2) (3)

(4) (5)

OLYMPUS PLAZA

Promotional Assets- A video to showcase the mechanism and lenses were showcased

A studio for first-hand-experiences was available

MiscellaneousA WWF calendar, shoot with Olympus camera was available

Representative model: E-30, U1060

(6)

- 11 -

Results

Product feature Items

All brands allocated miniature figures for feature-testing

For all kind of features, such as HD-supportative recording or AF-Tracking, optimized assets were provided to fully experience the potential of those features

Usage of Product videos

A video to showcase and explain mechanisms or features were used

Marketing towards bloggers

Special blogger-dedicated events were opened and executed

- 12 -

Thank you