Sony reinforces leadership position in digital camera market,
breaking into new consumer groups with social media strategy and customized community activities
Introduces Two New Cyber-shot Cameras with Advanced Imaging Technologies
Bangkok, Thailand – 30 September 2009 – Sony Thai Company Limited, the market leader in digital cameras and innovative electrical appliances has announced that its market leadership position will continue to continuously grow in 2009 thanks to innovative products that truly respond to sophisticated consumers’ needs in today’s world. In conjunction with the Digital Imaging Group direction and strategy, Sony has also introduced two new Cyber-shot cameras; the Sony Cyber-shot DSC-TX1 and Sony Cyber-shot DSC-WX1, two of the world’s slimmest compact digital cameras, measuring only 14.1 mm and 19.8 mm in thickness, respectively. The latest additions to the Sony Cyber-shot portfolio are equipped with core imaging technologies accommodating advanced features such as Hand-held Twilight and Sweep Panorama modes that enable users to take crisper and clearer pictures with every click. Also, the new Sony Party-shot device will help compliment the company’s digital imaging products and take them to the next level. In addition, Sony plans to expand to new target consumers through special activities on the up and coming online social networks including Facebook, Hi5 and Twitter.
Mr Taisuke Nakanishi, Managing Director, Sony Thai Company Limited said, “Customers today want user-friendly cameras that enable them to easily capture beautiful photos in any environment. The introduction of new advanced imaging technologies has made it easier for anyone to capture scenic moments even in low light conditions and enjoy new ways of shooting when using our Sony Cyber-shot series digital cameras. Our market share grew 5 per cent in 2009, compared to the same period last year and today, we have secured our highest ever market position with more than 30 per cent market share in the compact digital camera segment as well as being a lifestyle innovation leader with comprehensive product lines offering quality digital cameras in a wide variety of colours and designs in response to our customers’ needs.”
Mr Yoji Higashida, Senior Director, Consumer Market, Sony Thai Company Limited added, “In 2009, we are spearheading further into the digital camera market with exciting new communications strategies and above-the-line, below-the-line, as well as online marketing activities. Especially in the online communication channel, Sony has been conducting several activities to help the company communicate with our customers and also penetrate into new customer bases more rapidly and effectively. And for the newly launched Sony Cyber-shot DSC-TX1 and Sony Cyber-shot DSC-WX1, we are extending our online presence into the up and coming online social media sites such as Facebook, Hi5 and Twitter in the latest online campaign, entitled “Who Took the Shot?.” Sony will work closely with celebrities and social influencers in the campaign which aims at providing a community for customers to share their similar interests and lifestyles. All of the mentioned activities help highlight the company’s commitment to provide an inspiring, fulfilling consumer digital lifestyle experience.
“Who Took The Shot?” online campaign will kick off from 01 October 2009 at cybershot.sony.co.th, in collaboration with four of Bangkok’s leading socialites including Pimpisa Chirathivat, Jirada Yohara, Michael Kenneth Wong and Tony Rakgan, who will share glimpses into their lives through Facebook, Twitter and Hi5 social network websites where Sony customers and members of the public are encouraged to become their online friends and follow their movements and participate in the special activities with their favourite celebrities. Furthermore, participants also get a chance to win special prizes from a wide variety of online games to learn more about Sony Cyber-shot series cameras.
Latest offering from Sony’s Digital Imaging product ranges
Sony Cyber-shot DSC-TX1 and Sony Cyber-shot WX1
Two new models of Sony Cyber-shot series cameras come with the latest Image3 (Imagecube) technology, helping optimize unprecedented advances in photo capturing performance for sharper photos, via the new “Exmor R” CMOS sensor that can reduce approximately 50 per cent of noise in pictures, granting users an opportunity to take cleaner pictures in higher definition even in dimly-lit environments. Also the BIONZ imaging processor delivers high-resolution images and fast performance, while Sony’s G Lens series and esteemed Carl Zeiss® lens ensure the highest quality to satisfy nearly any shooting requirement.
Both Sony cyber-shot DSC-TX1 and Sony Cyber-shot DSC-WX1 out shine the competition with two new shooting modes, Hand-held Twilight and Anti Motion Blur. These modes enable vivid photos of the scene at high speed and achieve approximately 50% less noise. The Sweep Panorama mode also allows users to enjoy the wide scenery photo with ease at finger click and sweep. For those who are attracted by the allure of the night, the Handheld Twilight mode captures cleaner and sharper twilight shots which help enable capturing 10 frames per second.
The 10.2 mega-pixel Sony Cyber-shot DSC-TX1 camera is among the world’ slimmest compact digital camera boasting a thickness of only 14.4 mm and also equipped with 3-inch (230K dots) touch screen Clear Photo LCD plus display. The TX1 camera features the world renowned Carl Zeiss Vario-Tessar Lens enabling 4x Optical Zoom, 8x Digital Zoom and 22x Smart Zoom (VGA). In addition, the new Cyber-shot DSC-TX1 camera includes Sony’s Sweep Panorama and 10 frames per second burst shooting features and hand-held twilight modes. Using “Exmor R” CMOS sensor 1/2.4’s high speed and BIONZ™ processor to combine the shots into a single image of extraordinary detail and low noise, the camera includes the most recent Sony technology, including, Intelligent auto focus as well as Improved Face Detection technology. Sony Cyber-shot DSC-WX1 camera comes with 11 MB internal memory and will be available in five stylish colours including gold, silver, pink, blue and dark gray.
The 10.2 mega-pixel Sony Cyber-shot DSC-WX1 camera has a 2.7-inch (230K dots) Clear Photo LCD Plus display. The WX1 camera features a Sony “G” lens with an extraordinary wide angle 24 mm F2.4, and up to 5x optical zoom, 10x Precision digital zoom and 28x Smart Zoom. In addition to that, the new Cyber-shot DSC-WX1 camera also includes Sony’s Sweep Panorama and 10 frames per second burst shooting features and hand-held twilight modes. It uses “Exmor R” CMOS sensor 1/2.4’s high speed and BIONZ™ processor to combine the shots into a single image of extraordinary detail and low noise, and the camera includes the most recent Sony technology, including, Intelligent auto focus as well as Improved Face Detection technology. Sony Cyber-shot DSC-WX1 camera comes with 11 MB internal memory and will be available in three stylish colours including gold, silver and black.
Party-shot™
Party-shot is the world’s first auto-shooting system which leverages Sony’s Face Detection and Smile Detection technologies to become an “automatic photographer”, detecting the best picture composition and capturing the most natural expressions. By simply inserting the DSC-TX1 or DSC-WX1 into its dock, this intelligent auto-shooting system intelligently pans, tilts and zooms the camera to search and capture the optimal picture composition or smiles. With Party-shot, users can now effortlessly capture precious memories in their daily lives and at milestone events, without having to constantly remember to stop and take photos. In addition, no one will be left out of the photos because they were the photographer at these events.
Pricing and availability
Sony Cyber-shot DSC-TX1 digital camera will be available at Baht 13,990 and Sony Cyber-shot DSC-WX1 digital camera will be available at Baht 12,990 and Sony Party-shot will be available at Baht 4,990 from October 2009 onwards. For further products and authorized reseller information, please contact Sony Call Centre at Tel. 0-2715-6100 or
www.sony.co.thAbout make.believe
“make.believe” (make dot believe) is a Group-wide brand message that unites Sony’s communications initiatives across electronics, games, movies, music, mobile phones and network services. “make.believe” symbolizes the spirit of Sony – the power of creativity, the ability to turn ideas into reality and the belief that anything you can imagine, you can make real.
