Unique Features of Lumix DSC Line Let Panasonic Add to Market Share

摘要

Matsushita Electric Industrial Co., Ltd., a manufacturer of Panasonic brand products, has gone on the offensive in the digital camera market as it highlights the benefits of its proprietary optical image stabilizer. Panasonic entered the DSC market late, in the fall of 2001. However, Panasonic rapidly expanded its share of the market by introducing the popular Lumix line of digital cameras, which employ digital imaging and advanced device technologies the company has acquired over the years, as well as a new high-quality lens developed in cooperation with Leica Camera AG. In FY2002 the company expanded sales to about 300,000 units, securing slightly less than 5 percent of the Japanese market. In its third year, Panasonic plans to step up sales in North America, Asia outside Japan and Europe starting with the Christmas shopping season. "The company has bolstered promotional effortsfor Lumix cameras with hopes the series will be recognized as a camera brand," says Ichiro Kitao, Manager, Product Planning Group, DSC Development Center, Network Business Group, Panasonic AVC Networks Company of Matsushita.