Samsung sharpens focus on DSC category

By Matthew Henry

SYDNEY: Samsung Electronics Australia will launch its first range of digital single lens reflex (D-SLR) cameras to the Australian market in September and has signaled a renewed assault on the DSC category with the appointment of a dedicated sales team to grow its camera business.

Samsung appointed Stephen Jacobs as its senior product manager for digital still cameras earlier this month and today announced that it will be launching new compact digital still cameras and its first range of D-SLRs next month.

According to GfK figures provided by Samsung, the D-SLR category grew 11 per cent last year and presents an opportunity for the brand in what is otherwise a flat digital still cameras market.

Samsung Electronics Australia recently took over distribution of Samsung cameras in Australia from photographics distributor Adeal, and has appointed a new sales team to help drive its first major product rollout next month.

Samsung will launch 13 new models in four ranges spanning from entry-level to premium compact cameras and D-SLR models.

“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 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.”

Jacobs will develop marketing plans to launch the new range of cameras. Together with the sales team, he is responsible for identifying new business opportunities, distribution strategies, providing point of sale and channel support, as well as responding to service requirements.

Jacobs 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 Samsung general manager – audio visual marketing, Mark Beard.

Samsung is targeting all tiers of the digital camera market with its new range – the new entry-level S series will target first time users; the L series will be style-focussed; the I series is designed for travelers due to its multimedia capabilities; and, the flagship NV range will appeal to consumers seeking high-end features and full functionality.

Details of the D-SLR models have not been confirmed, however the company has launched D-SLRs oversees in close conjunction with Pentax.

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