• Aims to sell 40,000 units of α NEX series
• To capture 40% share of total camera market.
• Target 15% contribution to Sony’s camera business.
• Plans investment of Rs. 25 Crore towards Marketing investment which includes exhaustive ATL and BTL activities
   

New Delhi, December 15, 2010: In a major initiative to provide the best quality Digital Imaging to Indian consumers, Sony has introduced the World’s Smallest and Lightest Interchangeable Lens Digital Cameras – the α NEX-5 and NEX-3. Compact & light weight, α NEX-5 and NEX-3 allow users to effortlessly capture stunning, DSLR quality photos. Equipped with Background De-focus function, Full HD movie, 7fps High Speed shooting and 3D Sweep Panorama, the new α NEX series cameras deliver superb imaging experience effortlessly.

Speaking at the launch of the new α NEX series, Mr. Masaru Tamagawa, Managing Director, Sony India, said, “The launch of α NEX-5 and NEX-3 marks a milestone for Sony as it yet again reinforces our strength in introducing new and revolutionary products in the market. These cameras are unique as they narrow the gap between professional and consumer segments and deliver the best imaging expertise in the hands of amateurs. We believe that these cameras would surely create excitement among Indian consumers who are dynamic and vibrant and receptive to new products and technologies.”

These cameras feature Background Defocus function which lets you enjoy one of the biggest creative advantage of interchangeable lens photography, which is, the ability to defocus the background to make your main subject stand out from the scene. 7fps of shooting speed allows users to capture fast moving action. You can record Crisp HD Movies with α NEX-5 at the click of a simple record button. And lastly, by sweeping the camera from one end to the other, users can capture beautiful 3 Dimensional panorama shots.

“As a leader in innovation, Sony developed this new line of α NEX Series so that anyone can easily capture DSLR quality images, regardless of whether they are seasoned or amateur photographers,” said Mr. K Teshirogi, Business Head, α division, Sony Corporation. “For photographers who are averse to extensive manual controls on a camera, the α NEX-5 and NEX-3 offer sleek form factor, as well as user-friendly settings. This allows them to capture professional quality photos effortlessly. For experienced photographers, lightweight α NEX offers serious DSLR performance in a camera that they can easily carry with them at all times.”

Key Business Facts:

• Sony has 35% share of the total Camera Market [Compact + Interchangeable lens Digital camera’s] in FY10 and with the launch of α NEX-5 & NEX-3, it is expected to grow to 40% by FY11. In alignment to this, Sony’s Digital Camera Sales revenue is estimated to go up from Rs. 600 Crore to Rs. 900 Crore by FY11.
• Sony plans to sell 40,000 units of α NEX series units by FY11.
• Invests Rs. 25 crore towards Marketing activities to accelerate sales of these cameras in India. ATL activities include TVC, Print, Outdoor, PR & Web while BTL includes Shop-front enhancement Training seminars & , National Retail promotions.
• The total Camera market currently pegged at Rs. 1750 Crore for FY10, is growing at 30% per annum, and is expected to reach Rs. 2250 Crore by FY11.

α NEX-5 and NEX-3 will be available from December across all Sony Centers and other major electronic outlets in India.