Samsung renews camera lineup
By Kim Yoo-chul
Samsung Electronics unveiled a renewed lineup of high-end, switch-lens cameras, Wednesday, hoping the new models will inject life into its money-losing business.
In a launch event for the new NX20, NX210 and NX1000 cameras at the company’s headquarters in southern Seoul, Han Myoung-sup, the head of the business, expected the division to see a ``gradual recovery’’ in the coming months. However, he admitted that the company will probably miss its early-year target of 5 trillion won in revenue from cameras this year.
Samsung in recent years has been accelerating efforts to strengthen its position in the digital camera market, which is dominated by Japanese brands Canon, Nikon, Panasonic and Sony. The Korean company, which has dual strength in parts and finished products, has been making strides in the global markets for televisions, smartphones and personal computers, but its camera division has lagged behind.
``Things will get better, but 5 trillion won is proving to be a very tough goal,’’ Han said.
Samsung absorbed its subsidiary, Samsung Digital Imaging in 2010, to strengthen its camera business. Last year, the division reported 2 trillion won in sales and a 10 percent share in the global market for digital cameras.
The company has been getting positive reviews for the Wi-Fi connections in its high-end camera models and the new entries to its NX lineup also emphasized Internet connectivity, looking to a new generation of users who enjoy posting their photos on Facebook.
The NX20 is particularly notable for its organic light emitting diode (OLED) display, which allows users larger freedom in terms of viewing angles.
The three new cameras will be hitting the shelves in May. Samsung expects immediate international demand for its new cameras to come from Asian markets in China, Taiwan and Hong Kong.
``Our wealth of experience in telecommunications devices is helping us produce more innovative cameras with greater connectivity and smart functions. These features are critical considering the public’s insatiable appetite for social media,’’ said Lim Sun-hong, a chief strategy officer at Samsung’s digital imaging division.