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Capitalising on the significant growth opportunity in the Digital Still Camera (DSC) category, Samsung
will make investments to strengthen its DSC business in Australia.
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Capitalising on the significant growth opportunity in the Digital Still Camera (DSC) category, Samsung
will make investments to strengthen its DSC business in Australia.
SYDNEY – 30 August 2007 – Capitalising on the significant growth opportunity in the Digital Still Camera
(DSC) category, Samsung will make investments to strengthen its DSC business in Australia. Samsung has appointed Stephen Jacobs as the new Senior DSC Product Manager, has implemented a dedicated sales team for the category and will soon launch an exciting new range of camera products.
The Samsung Digital Still Camera Opportunity
The Digital SLR category has grown by almost 11% in the last year1, and while the growth of the DSC compact category is static, consumer demand is evolving and herein lies an opportunity for Samsung to fulfill new consumer needs with a corresponding product range. Whether they are first or second time purchasers, consumers want more from their camera such as functionality, 7-Megapixels or more, sleek and stylish designs, as well as a camera that enhances their lifestyle.
“GFK Consumer Scope research tells us that Australian consumers are replacing their cameras every two years and looking for products that not only provide an excellent image quality but are also feature rich,” said new Digital Still Camera Product Manager, Stephen Jacobs. “Samsung are targeting the second time purchaser and we will introduce a feature-packed range of products with key technology including facial recognition software and high bright LCD screens with touch pad functionality that also looks fantastic. Samsung have a reputation for innovative and stylish products and our digital still camera range will be no exception.”
Currently, Samsung occupies approximately three percent of the DSC category market share in Australia. In parts of Europe, Samsung has the number two market share, and in the UK and US, Samsung cameras are now an established and respected brand.
The New Samsung Digital Still Camera Marketing and Sales Team
On 8 August, Stephen Jacobs joined the AV Marketing Team as Senior Product Manager for DSC. Stephen will work closely with the Samsung Gadget Team, which is dedicated to providing sales and channel support for Imaging and MP3 products.
In his new role, Stephen will develop marketing plans to launch the new range of cameras. Together with the sales team, Stephen is responsible for identifying new business opportunities, distribution strategies, providing point of sale and channel support, as well as responding to service requirements.
Stephen has almost 20 years consumer electronics industry experience including 10 years dealing with national merchandising buying teams. He has worked in senior management positions at Olympus, Sharp and most recently Dick Smith Holdings.
“Stephen has an impressive background and will bring a strategic focus to the new category, particularly in relation to channel marketing, which is fundamental to the success of the Samsung DSC business,” said Mark Beard, General Manager Audio Visual Marketing, Samsung Electronics Australia.
The Samsung Product Range
Leveraging on an excellent reputation in the CE retail space for bringing competitive, innovative, stylish and profitable products to the market, Samsung will launch thirteen new Digital Camera models in September. These new models will include entry-level, compact and high-end Digital SLR cameras that will provide additional revenue categories to retailers.
There are four key product categories to the DSC range. They include:
• the “S” Series includes entry-level models and will target the first-time camera purchaser;
• the “L” Series are stylish and feature rich models that suit the fashion conscious consumer;
• the “I” Series will suit the traveller because of it’s full multimedia capability; and
• the NV Series will be the flagship range that includes full function, compact cameras.
Complementing this range will also be the launch of Samsung Digital SLR cameras and all associated accessories.
The new product range, together with localised customer service support and a consistent inventory supply, provides a strong platform for success for Samsung and retail partners in Australia.
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