Analysis of digital cameras in Australia

Digital cameras are getting more popular and growing demand in Australia. There are more Australian consumers replacing their film cameras with digital cameras as due to more affordable prices with better photo quality. There are many advantages of using digital cameras such as digital storage media is one time cost and reusable, users can view photos from LCD screen right after taking photos, digital format photo files are editable in home computers. Digital format photo files are easy to save and space saving, users can enjoy printing photos from printer at home. Users can view digital format photos and video clips from TV or monitor, digital format photo files and video files can be sent to your family or friends through the internet, online photo albums etc..

The above advantages of using digital cameras are just some of the reasons convincing consumers to buy digital cameras. There are some popular and well known digital camera brands in the Australian market such as Pentax, Canon, Fujifilm, Casio, Olympus, Sony, Nikon, Panasonic, Sigma, Kodak, Samsung, Ricoh and Leica. Moreover, there are some brands trying to increase their market share like Sanyo, Toshiba, Kyocera, Polaroid, Seiko and HP. As being a digital camera dealer, we define digital cameras in Australia into three categories according to our selling experience.

1. Digital SLR

The major digital SLR brands in Australia are Pentax, Sigma, Nikon, Canon, Fujifilm and Olympus. Basically the digital SLR can be equipped with interchangeable lens such as tele lens, wide angle lens and close-up lens for different photography purposes. For example, Pentax ist DL, Canon EOS 350D, Canon EOS 3D, Canon EOS 1D, Canon EOS 5D, Nikon D70, Nikon D50, Olympus E300 and Fujifilm S3 pro.

2. Medium Size Digital Still Cameras

The medium size digital cameras are designed for performance, easy to use and cost effective. In general, medium sized digital cameras will be equipped with powerful optical zoom (e.g. 12X), high resolution CCD sensor, large diameter optical lens, manual functions and performance assist features such as image stabiliser compared with compact size digital cameras. Moreover, hot shoe stand and capability of adding tele converter, wide angle converter and close-up converter can be seen on medium size digital cameras. For example, Canon S2 IS, Canon S3 IS, Panasonic FZ30, Panasonic FZ7, Fujifilm finepix S5600, Fujifilm finepix S9500, Olympus SP500UZ, Sony H1, Kodak Z650, Kodak easyshare P850 and Kodak easyshare P880.
Medium size digital cameras are suitable for consumers who are seeking photo quality, ease of use and cost effective compared to expensive Digital SLR. By using medium size digital cameras, experienced camera users still can obtain professional level controls and photos.

3. Compact size Digital Still Cameras

Compact size digital cameras are designed for majority of consumers. Most of camera users, just want to get good photos with point and shoot. The entire idea or the most important thing of the trip, party or event is to record the happy or important moment. Overall speaking, majority of Australian consumers in choosing digital cameras will consider the factors such as style, size, brand image, brand awareness, functions/features (e.g. LCD size, resolution ), special features (e.g. anti shake, shock proof, water proof), warranty (e.g. nationwide Australia warranty), photo quality, digital camera review and price.

According to our observation, there are three major design directions (subcategory) in the compact size digital cameras as described in the following;

Style and slim size oriented: In some cases, choosing digital cameras are like choosing cloths. Camera manufacturers integrate the fashion concept into digital camera design to make users look good when using stylish and slim design compact size digital cameras. Recently, there are more useful features being integrated into these subcategory compact size digital cameras such as shock proof, water proof, anti shake and Divx MPEG movie format. For example, Olympus mju 720 digital cameras come with shock proof and water proof features. Pentax Optio E10 digital cameras come with anti shake feature and long movie record in Divx movie format (43 mins at 30fps 640X480 full screen in 1GB SD memory card). Casio Exilim s600 and Casio Exilim S500 digital cameras feature with quick shutter and anti shake functions. In order to make cameras slimmer, digital cameras in this subcategory will usually adopt Lithium rechargeable batteries.

Performance oriented: Compact size performance oriented digital cameras are usually smaller than medium size digital cameras. They usually use AA battery with more optical zoom (4X or 6X) and more manual functions compared to other compact size digital cameras. For example, Canon Powershot A700, Canon Powershot A540, Fujifilm Finepix E900, Olympus SP350, Olympus SP310 and Nikon P1, P2 and S4.

Budget oriented: Affordable price and value for money are major considering factors when consumers purchase budget oriented compact size digital cameras. Digital cameras in this subcategory usually have an effective 3 to 4 Mega pixel CCD sensor with 2X to 3X Optical zoom. There are no fancy features but more than enough to generate excellent photo print out up to 6X8 size or some cameras up to A4 size. For example, Canon A430, Canon A530, Fujifilm A400, Fujifilm A500, Pentax Optio e10, Pentax Optio M10 Olympus FE115 and Olympus FE130. Budget oriented compact size digital cameras are suitable for first time digital camera users or gift idea for children.

Conclusion:

In our retail shop front, I will always get questions from our customers something like “what is your best digital camera?” “Should I buy the most expensive model to get better photos?” As a matter of fact, the digital cameras fit customers’ needs and wants are the best digital cameras. For example, I used to meet one customer came in our shop and complained about the poor photo quality generated by a famous brand digital SLR bought some where else. Of course, there is nothing wrong with that digital SLR. It is simply because that customer chooses a digital camera which is not suitable for her/his usage. I just make an example for that customer I remember. “You bought a sports car and used it as a UTE for your plumbing business.” That customer laughed and bought a compact size digital camera then taking photos in Darling Harbour afterwards. Based on my digital camera selling experience, I have outlined some guidelines for customers to find out what’s their needs and wants in choosing digital cameras.

1. Are you digital camera enthusiasts? Is photography your habit?
2. What subjects do you usually take photos of? (Such as Landscape, kids, animals, artworks etc.)
3. Is your photo subject usually far from you or very close-up detail required?
4. Do you prefer performance oriented digital cameras or stylish slim size digital cameras?
5. Do you usually travel to tough environment or extreme temperature?
6. Do you have shaky hands?
7. Do you drop things easily?
8. Do you often play water sports?
9. How much money are you prepared to invest in your digital cameras?

If you have not found out what’s your needs and wants in choosing digital cameras. First of all, ask yourself the above questions. Answer those questions and draw a table with the potential digital cameras you may choose from in conjunction with their features. The digital camera gets the most ticks should be your ideal choice. After doing what I suggest above, you will not ask “what is your best camera?” when you stop by a camera shop. You should be able to choose the most suitable and best digital cameras for yourself.

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