By Sarah Falson

SYDNEY: Sony Australia has appointed a new product manager for digital still cameras, Ervin Quek, who represents the second Panasonic staff member to transfer to rival Sony in a week.

Quek will now manage the Cyber-shot digital still and α digital SLR camera ranges.

Quek previously worked as the product manager for camcorder and digital still cameras at Panasonic, where he gained “extensive digital knowledge and digital imaging experience”, according to Sony.

Previous to his Panasonic stint, Quek also managed the products range of digital imaging accessories at Sony Electronics Asia Pacific.

In his new role, “Quek will be responsible for driving Sony’s digital imaging category to further growth, with a focus on delivering digital imaging solutions and new strategic campaigns to the market,” said Sony.

“There is enormous growth potential in Australia for the Cyber-shot and DSLR categories at Sony. They present exciting opportunities for our team to deliver the cameras and accessories that consumers really want,” said Quek.

According to Sony Australia group manager of digital imaging, Yasunari Nishioka, Quek is an important addition to the team.

“Ervin has a proven ability to develop product categories and embrace new technologies, which makes him an extremely important part of the digital still camera team,” he said.

Quek is the second pivotal Panasonic staff member in a week to cede to the company’s chief consumer electronics rival, following an announcement last week that former Panasonic marketing executive, Tim Boys, joined Sony’s advertising agency.