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SONY MARKETING MIX 4 P’S
Executive Summary…………………………………………........ Introduction ……………………………………………………… Sony Corporation In Brief ……………………………................ Sony Products ……………………………………………............. Sony Promotion…………………………………………………… Sony Place (Distribution) ………………………………….......... Sony Price…….. ……………………………………………......... Suggestion On The Current Marketing Mix ……………………
SONY SWOT ANALYSIS
Strength……………………………………………………. Weakness………………………………………………….. Opportunities……………………………………………… Threats………………………………………………………
Throughout the assignment I will prefer to use my reference to Sony Corporation. My suggestion to the organization concerning the marketing mix. Promotion. SONY Corporation In Brief Sony Corporation is a multinational conglomerate corporation Headquartered in Tokyo. the price range. Place (Distribution) iv. Jerome McCarthy which are: i. this assignment is concerned about marketing management.Executive Summary In brief.7 billion (as of 2008) based in Minato. Find out if the marketing mix used by organization is satisfactory. and one of the world's largest media Conglomerate with revenue of US$88. In this assignment. i. Marketing mix is a model of crafting and implementing marketing strategy. Introduction: Marketing Mix is a major concept in modern marketing and involves practically everything that a marketing company can use to influence consumer perception favorably towards its product or services so that consumer and organizational objectives are attained. 3. Japan. Price iii. I will also try to find out if the current marketing mixes used by the Sony corporation are satisfactory or not. In this assignment the following points are going to be discussed: 1. E. It Covers in details about the concept of marketing mix with the aid of Sony Organization which I have taken as a case study in exploring the way this Organization has applied the marketing mix.e. I will discuss the major marketing mix variables as classified by Prof. Also I will give suggestion to the Sony Corporation regarding the marketing mix. Product ii. I will refer to this company how it has diversify its market products. 2. . places for distribution and the promotional strategies they have used to promote their products. Sample List of Marketing Mix being used by the organization.
use or consumption that might satisfy a need or want. Sony Ericsson and Sony Financial Holdings. Storage and Recording media. Its name is derived from Sonus. ii. Game. The company's slogan is Sony. SONY Products The first market mix element is Product. Portable Audio. which is why marketers should improve existing products. x. Sony Pictures Entertainment. Home video. which is engaged in business through its five operating segments—electronics. Styling. accessories and Services. . Repairs and Support. Product decision normally base on brand name. In-Car entertainment. Sony Computer Entertainment. xi. Sony is one of the leading manufacturers of electronics. video. vi. Packaging.S. Also. As a semiconductor maker. Sony's principal business operations include Sony Corporation (Sony Electronics in the U. Hand cam video camera. Functionality. the Greek goddess of sound. So. communications. and discontinue old ones that are no longer needed or wanted by the customer. These product attributes can be manipulated depending on what the target market wants. Sony BMG Music Entertainment. Iv. Sony Corporation is the electronics business unit and the parent company of the Sony Group. Mobile phones. games and entertainment. briefly Sony products can be categorized in the following major product categories: I. video game consoles and information technology products for the consumer and professional markets. Sony is among the Worldwide Top 20 Semiconductor Sales Leaders. Home Theatre system. entertainment (motion pictures and music). These make Sony one of the most comprehensive entertainment companies in the world. Safety. Viii.). develop new ones. Quality. Home Audio. A product is anything that can be offered to a market for attention. Sony has a variety of products ranging from electronic devices. xii. Television and Projectors.Tokyo. games. ix. Like no other. customers always look for new and improved things. v. acquisition. Computer Peripheral. Warranty. financial services and other. Iii. Vii. Digital Photography.
D.g. xiv. In these category. Some even house additional features such as the ability to handle multiple formats. ii. Also. Home Theatre System . C. Batteries and Charger. E. Home theatre projector Iv. For example here we can see that Sony has tried to fulfill the demand of displaying devices from the home television sets. track programming and repeat and random play. These products include: i. A.xiii. multiple disc changers which for putting many discs at a go. Sony has further subdivided its products in different models. iii. style and performance. Sony has tried to cover many areas where the need of displaying devices are of great need. Home audio accessories. As it can be seen above. for example the emerging data storage format called Blue. Television and Projectors In the category of television and projector. Blue-ray disc player. Office projectors and Public display panels to cover different needs and the size of the people in need of those displaying devices. usage and budgets. iii. v. Digital media port. Sony has provided several home products ranging from small packages to big audio systems. made richer with preset equalizer settings. Sony has tried to bring in new format so as to dominate the market. Business Projector. DVD portable player. The home audio products categorized by Sony are: i. ii. Other Accessories. Bravia LCD TV. B. DVD player. They boast on their Hi-Fi which deliver rich music. ii.ray has been launched along with the devices which can be used to run such a latest storage technology. Sony has included home video systems and accessories which can enable the user to record various favorite TV programs. Among other features which Sony boast to offer are like. CRT TV. Home Audio Depending on the customer needs. In this category we have several other sub categories and designs which are: I. Home Video In this category. Hi-Fi Systems. Public Display Panel.
eg. Sony has produced a variety of imaging devices depending on the users and their professions. Sony provides a range of IT and computing devices. Digital Photo Frame. Digital SLR ii. A variety of these handy cam video camera are easy to use as from producing family video. Computer and Peripherals Combining form. Digital Photography In terms of digital photography. Home Theatre System Accessories E. documentary filming and developing feature films. Home Theatre Component System iii. Cybershot Digital Camera iii. The sub-categories of these are: . The sub-categories in digital photography which Sony offers include: i. Digital Photo Frame G. Sony has developed a series of Home Theatre Systems that provides customers with an enhanced home theatre experience. students and businessmen. In this category. DVD Home Theatre System ii. Digital Photo Printer v. Sony has categorized the products as: i. For real photograph enthusiast and professionals there are more sophisticated cameras with advanced features like digital SLR camera. Handycam Accessories iv. function and the latest in technology. In case of the computer devices Sony has produced a variety of laptops with different price ranges and performance to meet the demands of the users like home users. Digital Photo Printer iv. Surround sound environment and dedicated audio input for connecting portable digital music players. F. The subcategories of these hand cam video camera produced by Sony are as follows: i. Handycam high definition video Camera ii. And also they have produced photo printers and frames.Sony has tried to combine the latest video and audio technologies. Handycam Standard Definition Video Camera iii. For example for a casual user or girls there are slim camera which can be easy to carry or put on the purse. Handy Cam Video Camera Sony has produced a variety of video camera for home and office use.
Sony has produced Powerful consoles which are accompanied with compelling games. Sony has produced more entertaining devices to view different media like video and television. Voice recorder vi. Also a series of mobile phone accessories have been produced by Sony so that customer can spruce up their mobile phone’s appearance. Xplod in car visual . budget and profession. VAIO laptops and computers ii. Mobile Phones With Sony Ericsson. Among the subcategories are: i. The sub-categories of these portable audio produced by Sony are: i. Audio Accessories I. Walkman mp3 series ii. Portable Audio Sony has produced a lot of various varieties of portable audio whose main target are the youth of the new generation. Sony has produced a variety of mobile phones for different people. Phones ii. Among the products subcategorized in this category are as follows: i. Playstation 2 iii. prevent them from damage. Xplod CD receiver ii. Games Sony offers games of all genres to match customers gaming preference. CD/Radio/Cassette player iv. Phone Accessories. Apart from the normal car radio and CD changer devices. These games produced by Sony includes: i. lifestyle. Radio v. K. PSP (Playstation Portable) J. Business Projectors iv. Playstation 3 ii. VAIO accessories iii. usage. In-Car Entertainment Different in-car entertainment products have been produced by Sony. or enhance their usage. Also.i. CD Walkman series iii. Memory Stick H.
Memory Stick ii. Sony Corporation has used all of . These products ranges from those devices which can be used to store small amount of data for transfer and those media to store a large amount of data permanently. their features and influence their attitudes favorably. personal selling. making sure that the customer will never be left hanging during the most crucial time. Xplod Cassette receiver iv. The sub. USB storage media iii. A company’s promotional efforts are the only controllable means to create awareness among publics about itself. Xplod Speaker/Subwoofer L. Xplod Amplifier v. Storage media vii. sales promotion. out of which Rs 60 crore will be spent only on digital imaging products. Professional media M. Video Storage media v. Audio media vi. Data storage media iv. Sony Marketing Communication Mix: Sony India will spend Rs 200 crore in this financial year on advertising and promotion (Promotional Budget) of the entire range of consumer electronics. and publicity. SONY Promotion Brief Introduction: Promotion is a key element of marketing program and is concerned with effectively and efficiently communicating the decisions of marketing strategy. transferring or storing their information. to favorably influence target customers’ perceptions to facilitate exchange between the marketer and the customer that may satisfy the objective of both customer and the company.iii.categories of these products include: i. The major elements of promotion mix include advertising. direct marketing. the products and services it offers . Battery and Charger Sony has a range of batteries that are long-lasting and offer maximum power for optimum performance. Storage and Recording Media Sony has developed a range of reliable storage and recording media that customers can depend on for recording.
scratch cards. Sony incorporates co-operative advertising in its advertising process. what the manufacture wants to communicate. etc. mail or the internet. Sony also uses direct – response advertising. by an identified sponsor. So far. the name ‘co-operative advertising’.g. coupons. Sony has advertised a wide range of products it offers to its customers. and/or sales levels that generate a specific. Sony has promoted its products through different sales promotional . television or radio commercials. And also through Posters a message has been sent to a lot of people to be aware of the products which Sony offers. premiums. contents and sweepstakes. SONY has advertised its products through many different ways and media. Sony World) with the materials and guidelines to develop ads for print. Through newspapers like Times of India. Sony has advertised its games like Playstation 3. Through TV we have seen different advertisements of its products such as Bravia televisions or Sony wega TV. Also. Sales promotions for example includes free samples. Such advertising is done through direct mail or catalogues. services and ideas etc. discount. early bird prizes. Advertising Advertising is any paid form of non-personal mass communication through various media to present and promote product.these marketing communication mix elements. measurable action or response for a product or service. Sales Promotion Sales promotion is a marketing discipline that utilizes a variety of incentives techniques to structure sales – related programs targeted to customers. like sports. Sony also advertise its products by targeting those favorable television programs. rebates. This is type of advertising that encourages the consumer to respond either by providing feedback to the advertiser or placing the order with the advertiser either by telephone. series and also it has its own channel called Sony TV channel. The company and the dealers usually share the media costs and hence. exchange offers. Sony corporation provides the dealers (e. This ensures that message is in line with. Sony uses some events like Miss India 2008 to promote its products. Playstation 2 and PSP using sports like football in England premiere league. trade.
Sony Ericsson has also promoted its Sony Ericsson K550i Mid-Range Cyber-shot Phone that if you buy it you get a free Bluetooth headset with one year manufacturer’s warranty. the copy read as "Ten Years of Passion". O. This supposedly took advantage of the publicity from the Mel Gibson film The Passion of the Christ. Public Relations and Publicity Public relations is a broad set of communication activities employed to create and maintain favourable relationship with employees. Sony released a Dutch advertising campaign featuring a white model dressed entirely in white and a black model garbed in black. media. saying that it was only trying to depict the contrast between the black PSP model and the new ceramic white PSP.). . For example after the release of the Sony BRAVIA television sets. In July 2006. Another example is that. In this way Sony can create a mutual relationship with its customers and ensure that it serves the wishes and demands of its customers. X. the campaign was quickly discontinued. The words "White is coming" headlined one of the ads. A Sony spokesperson responded that the ad does not have a racist message. potential investors. Also Sony has promoted its Sony Ericsson P1i phones by including a scratch cards which gives the customer the offer to download 10 free software application for that mobile phone. To minimize the negative effect of such situations leading to unfavorable coverage..000 received and validated by Sony. For example. Sony promoted them by earl bird prizes by saying that all BRAVIA full HD LCD TVs purchased during July 2008 and registered within two weeks of purchase qualify for a Bonus Playstation 3 as long as the customer claims is one of the first 35. financial institutions. The ad has been viewed as racist by critics. After the incident. The first ad featured the white model clutching the face of the black model. government agencies and officials and society in general.suppliers. Sony corporation has its provided contacts for those customers who will be in need of any information from the company. the company has policies and procedures in place to manage help any such public relation problems. Unpleasant situations arising as a result of negative events may precipitate unfavorable public reactions for an organization. The advertisement outraged the Vatican as well as many local Catholics. Other . Through its website. Sony released an ad depicting a man smiling towards the camera and wearing on his head a crown of thorns with button symbols (. shareholders. educators. At the bottom. prompting comments such as "Sony went too far" and "Vatican ex-communicates Sony".strategies.
sony. customer buy their Sony product from the retailers recognized by Sony. In India. warranty and guarantee. So it’s the duty of the public relation department of Sony to solve such issues as mentioned above so as to ensure that it maintains a good public relation with the public. Apart from this there are grey-markets in India and other countries where a practice of intensive market coverage is practiced.in/section/shop and specify the product and location. marketing management decides to put into place an exclusive. Then it will display all the nearest retail shop available.e. while selecting the appropriate dealers or wholesalers. one level channel and two-level channel.g. Sony has used the method of one-level distribution channel. Sony has helped its customers to find the nearest retail shop where they can buy the Sony products. and the products in these kind of markets normally do not posses all the features and benefits which Sony offers e. This means that. Depending on the nature of the product.g. Sony distributes its products in various channels. and these retailers buy the products directly from the company itself. it is practicing selective distribution of its products from the selective dealers i. MANUFACTURER RETAILER CUSTOMER Through the internet.pictures of the ad campaign include the black model overpowering the white model. Sony being the company which positions itself as a seller of durable and high-end products. It uses Zero-level channel. SONY Place (Distribution) Decisions with respect to distribution channel focus on making the product available in adequate quantities at places where customers are normally expected to shop for them to satisfy their needs. SONY Price Pricing decisions are almost always made in consultation with marketing . selective or intensive network of distribution. SONY World. All you have to do is to go to their website e. www.co.
VAIO SR. VAIO TZ. 75. 80. This model was designed mainly for home user or casual user of laptops who aims on media playback.000. It’s price is about Rs. Lets consider Sony series of VAIO laptops. It was designed to meet customers ambiance and lifestyle.000 and Rs. 1.1.15. boast on style and texture. VAIO NR. high processing speed. Depending on the configuration. The price of it is around Rs. user. it tends to sell its products with price range from moderately-high to high-prices. boast of elite lifestyle. For all this facts Sony has priced it to be between Rs. this are VAIO SR. Sony being a company which emphasize product quality.000 depending on the configuration. mobility and performance. For example.000/ VAIO FW. 40.40. This laptop was developed by Sony to target executives and business people who are mobile. as price is a major factor that influences the assessment of value obtained by customers. influence the development of marketing strategy. and high class performance. VAIO FW. Price is the only marketing mix variable that can be altered quickly. VAIO tokage. VAIO SZ. 65. VAIO CR. The laptops sold by Sony in India include a series of Sony VAIO. boast of theatrical experience and world class performance.management. boast of premier mobility and executive excellence. boast on the excellence in mobility and perfection in performance. 50. VAIO CR. The laptop is fitted with hybrid hard disk drive and motion eye camera and Bluetooth compatible headset with applications for increasing mobility and video conferencing. particularly in case of products that are ego intensive of technology based.000 and Rs. Sony has tried to categorize the laptops according to style.24. This laptop was designed for businessmen and its price is around Rs. chic design. depending on the use and the targeted customers. discounts. the prices are from Rs. allowances.000 to Rs. VAIO TZ and VAIO SZ.. and each a corresponding price. 40. 1.000. For this reason the Sony corporation has decided the price of the laptop to be Rs.000 and Rs. Customers directly relate price to quality. .000. boast of natural. 1. Price variables such as dealer price. The laptop was designed purposely for business as it is light weight.25. purpose. credit terms etc.000. VAIO NR. and flash memory storage and longer backup power. retail price.
In most of all this places. In the case of place (distribution).e. Sony has priced its products too expensively for a middle or lower class customer to afford to buy those products. As it can be Cleary seen that Sony as a company has expanded its products and services from electronic and digital devices to television broadcasting(i. Sony Picture).e. Pune. though the rural areas are left out. Sony BMG music entertainment) and movie production and distribution (i. Sony home entertainment) and entertainments like music (i. Mumbai etc. I think Sony has to create also some of low end products with low prices which can be affordable to low income users. From time the company was created till now. the quality of the products that Sony offers is improving each year.Suggestion On The Current Marketing Mix In my opinion. in big cities like New Delhi. Sony has targeted its markets in the urban areas. and also this issue degraded the company’s reputation. As I have mentioned above. although there are some occurrence of defects like that of defect on laptop batteries which were sold and got exploded and caught fire in Japan has caused the company a great loss as it had to recall a million of those defected batters. But the overall products offered by Sony to my opinion will still be of best quality. . So. Apart from that Sony has targeted its market mainly to urban customers as are the only customers who can afford such expensive products. Sony has by far influenced most of the its customers perception favorably towards its products. Sony has more than four different distributors like Sony world and also they have Sony service centers. Even though the prices imposed by Sony seems to be fair with consideration of the quality of the products and services offered . For the customers in urban areas the supply seem to be satisfactory. The only problem is that. I think the current marketing mix which Sony Corporation has is satisfactory to customer needs.e. In my opinion. In providing a wide range of products and services with high quality.
Another strength of Sony is their ability to be successful in several different markets.com/en/corporate). the PlayStation game system in 1995. the Compact Disc (CD) in 1982. Sony Corporation has managed to be competitive and stay a powerful organization by learning from past failures. The Sony MSX home computer. In effect.SONY SWOT ANALYSIS Strength One of Sony’s greatest strengths is their ability to produce innovative. representing latent power within Sony that did not exist in other AV companies” (Sony. Sony’s Reader was listed as number six and Sony’s PlayStation was listed as number sixteen. did not attain a satisfactory level of success. The majority of games available are all first-person shooter games. the transistor radio in 1955. the Minidisk (MD) player in 1992. Weakness Sony’s biggest and most recent weakness is their lack of innovation with PS3. Digital Versatile Disc (DVD) player in 1998. and especially the television market and there are still numerous others. Yet the weakness of the PS3 is even deeper when considering the range of video game selections. Digital Mavica camera in 1997. But this technology can only be viewed on a high definition TV so a lot of people will not even be able to see the full potential it has to offer. Opportunities . and the Network Walkman digital music player in 1999” (Sony. There are few games that appeal to a different section of video gamers. Sony focused on digital technology when building the PS3 and it has the ability to export video in high-definition.net). the world’s first color video cassette recorder in 1971. PC World published The 20 Most Innovative Products for the Year 2006. They have made an impact in the video game market. But it did teach Sony development engineers valuable knowhow that would be applied in later years. the first 8mm camcorder in 1985. which Sony has recently lowered by $100. Sony executives made it clear that they know they need to do more than lower prices to woo consumers back to its flagging video game brand. which appeal to a particular market. the PC market. for example. quality products. Sony states the following: “Sony has learnt much from previous unsuccessful products. the world’s first all-transistor TV set in 1960. these engineers became living resources. including: the first magnetic tape and tape recorder in 1950. Another downfall to the PS3 is the price. Sony’s web page states “Sony innovations have become part of mainstream culture. the Walkman personal stereo in 1979.
which features a bloody gun battle scene between American soldiers and aliens. there was a clear emphasis on what many predict will be the boom technology of the next few years – social networking in all its forms. Competition isn't the only threat Sony is facing. Additionally.Sony seeks a lot of opportunities that utilize their strengths of innovation. design is about more than just a good looking product: it is integrated into every step of the process – intelligent features. One of the other CSL projects most likely to succeed was a nifty little piece of graphics software for cell phones by Ivan Poupyrev. innovative materials and." Sony used the Manchester Cathedral in northwest England in this video game. Threats a common threat facing any company in sales is competition. "Resistance: Fall of Man.000 Nintendo Wiis. 2007. The PlayStation 3 sales have fallen behind recently. Sony’s Vaio is its newest innovation in notebook computers. Panasonic and more. Sony's Reader. Sony’s top competitors in the gaming industry are Nintendo and Microsoft. which is also setting a standard on what is expected in regards to new products that encourage environmentally friendly devices. However. the cost of a Dell notebook computer seems to have a lower price tag than many of Sony’s Vaio models. a device the consumer-electronics giant hopes is an early draft of how the world will read books in the future. The various models range in price from $845 . However. 82. including Samsung. user-friendly applications. In 2007. not to mention that Dell has also been a top seller when it comes to desktop computers. public apology on July 6. but the ability to draw realistic icons and avatars directly on a standard (non-touch screen) phone is sure to add appeal to users of mobile social-networking sites. Although there was far too much on display today to cover in depth here. Dell has a great reputation when it comes to laptops similar to the Vaio and has a broader range of notebooks to choose from.000 PS3s have sold and 360. Sony made a formal. Sharp. is another innovation that Sony is using as an opportunity to enter a new market. Many of these same brands appear in the DVD player market that Sony has to compete with. It might not sound like much. when asked to withdraw the game or make donations to community groups. The downloaded books generally cost 20 to 30 percent less than their dead-tree counterparts.$2300. Design is the essential differentiator when comparing mobile communications products. . they have refused. of course. attractive visual appearance. At Sony Ericsson. In the LCD television market. Sony excels but still faces some strong competition. Sony most recently had to make a public apology concerning the use of a backdrop in a violent video game.
In 1998. called the Discman. Ultra-thin models range in price from about $300-$400. tape recorders. and remote controls. tripods. intermediate. Sony introduced its first digital camera that made use of the Memory Stick external memory card. external flashes. you can purchase a variety of accessories for Cyber-Shot digital cameras. and these more advanced models range in price from $250-$500. and TVs. AC adapters. Today's Sony Offerings Sony customers will find Cyber-Shot digital cameras aimed at beginner. Sony Corporation of America. among other items. battery chargers. In 1975. which manufactured telecommunications equipment. interchangeable lenses. The first digital camera from Sony appeared in 1988. Many Cyber-shot models are colorful. Consumer. and the company became Sony Corporation in 1958. including batteries. and advanced users. which was established in 1960. Advanced SLR (single-lens reflex) digital cameras from Sony will work best for intermediate photographers and advanced beginners. Sony did not create another digital camera until 1996's release of the company's first Cyber-shot model. camera cases. giving consumers many options. brand named Sony. On the Sony Web site. the Mavica. Sony launched its one-half inch Betamax VCR for consumers. memory cards. Related products. . cabling. Most previous digital cameras had used internal memory.Sony's History Sony was founded as Tokyo Tsushin Kogyo in 1946. followed by a portable CD player. is loaded in New York City. Sony offers its Cyber-shot point-and-shoot models with a variety of camera body types and feature sets. in 1984. Sony's global headquarters are in Tokyo. Some larger models offer high resolutions and large zoom lenses. • • • SLR. Sony focused on magnetic recording tape and transistor radios. Others are basic. Japan. ranging in price from about $125-$250. lowend models. The company created a paper-based magnetic recording tape in 1950. Prices range from about $500-$3. It worked with a TV screen display.000 for the Sony digital SLR models. with interchangeable lenses available.
followed by Nikon with 29.” said Masahiko Ishino. improving from 16. where Canon has the lead. Sony. were among manufacturers who lost market share last year.. Following is the table for worldwide digital still camera shipments by vendors from IDC Japan in an e-mail release yesterday.Market research firm IDC released its findings about the worldwide digital camera market recently. Sony Corp. Canon’s share remained perfectly constant at 19%. an analyst at Mitsubishi UFJ Morgan Stanley Securities Co. Enlarge image An employee of Sony Corp. are among companies unveiling devices that eliminated the need for a mirror in professional. Fujifilm Holdings Corp. researcher IDC said in an e-mailed statement to Bloomberg News yesterday. (6758) and Nikon Corp. according to the data. The worldwide market for digital cameras is also growing — last year it increased 10% to 141 million cameras sold. Photographer: Kimimasa Mayama/Bloomberg Worldwide camera sales jumped 10 percent to 141 million units last year. (7751).9% to 17. In the market for cameras with interchangeable lens. with interesting details about the current market shares of camera manufacturers. Nikon had 12. helped by the introduction of new models and economic growth in markets such as China. Kodak Co.9 percent of the market..6 percent compared with Canon’s 19 percent.grade cameras. holds the Sony NEX-5D mirror-less camera at a Sony showroom in Tokyo. last year after introducing a new lineup of models. From 2009 to 2010.8 percent and Sony with 11. Canon controlled 44. improving from 10. .9 percent. Sony and Samsung Electronics Co. and Casio Computer Co. the world’s second-biggest camera maker. (7731) narrowed the gap to Canon Inc.5 percent of the market. according to the data. controlled 17.1% to 12.1 percent of the market last year.6%.9 percent.9%. the world’s largest camera maker. which remained unchanged from a year ago.9 percent a year earlier. Samsung had 11. while #2 players Sony increased its share from 16. or single lens reflex cameras. “Sony’s and Samsung’s launching new mirror-less digital cameras helped them obtain more market share. To win new customers. Nikon also grew from 11.
Bing Crosby laboratories (the research team funded by Crosby and headed by engineer John Mullin) created the first early VTR and by 1956. Kodak has invented several solid-state image sensors that "converted light to digital pictures" for professional and home consumer use. Images were recorded onto a mini disc and then put into a video reader that was connected to a television monitor or color printer. the early Mavica cannot be considered a true digital camera even though it started the digital camera revolution. Both television/video cameras and digital cameras use a CCD (Charged Coupled Device) to sense light color and intensity. the first to do so. In 1951.2 Fuji 4.6 11. Since the mid-1970s. the first video tape recorder (VTR) captured live images from television cameras by converting the information into electrical impulses (digital) and saving the information onto magnetic tape.7 Vivitar 1. the camera which was the first commercial electronic camera. It was a video camera that took video freeze-frames. Ginsburg and the Ampex Corporation) and in common use by the television industry. In .9 Nikon 12.1 Samsung 11.4 Casio 4 4. However. NASA converted from using analog to digital signals with their space probes to map the surface of the moon (sending digital images back to earth).1 10.4 8. Texas Instruments patented a film-less electronic camera in 1972.Worldwide Digital Camera Market Shares by Vendor ==================================================== Vendor 2010 2009 ---------------------------------------------------Canon 19 19 Sony 17.7 Other 6. In August.6 Olympus 6.2 0. 1981.6 7.9 Kodak 7. During the 1960s.net.9 5. Sony released the Sony Mavica electronic still camera.7 PENTAX 1. VTR technology was perfected (the VR1000 invented by Charles P.8 Panasonic 7.7 7 ----------------------------------------------------- To contact the reporters on this story: Kazuyo Sawa in Tokyo at firstname.lastname@example.org 16.5 1. Government use of digital technology helped advance the science of digital imaging. the private sector also made significant contributions.1 6. Digital imaging also had another government use at the time that being spy satellites. Computer technology was also advancing at this time and NASA used computers to enhance the images that the space probes were sending. Mariko Yasu in Tokyo at email@example.com History of Digital cameras Digital camera technology is directly related to and evolved from the same technology that recorded television images. however.
1986. It was a Nikon F-3 camera equipped by Kodak with a 1. and add digital images to documents. Kinko's and Microsoft both collaborated with Kodak to create digital image-making software workstations and kiosks which allowed customers to produce Photo CD Discs and photographs. IBM collaborated with Kodak in making an internet-based network image exchange. Kodak scientists invented the world's first megapixel sensor. 1994). the Kodak DC40 camera (March 28. and Sony's Cyber-Shot Digital Still Camera (1996). the Casio QV-11 (with LCD monitor. 1995). .4 million pixels that could produce a 5x7-inch digital photo-quality print. Kodak developed the Photo CD system and proposed "the first worldwide standard for defining color in the digital environment of computers and computer peripherals. transmitting and printing electronic still video images. Kodak entered into an aggressive co-marketing campaign to promote the DC40 and to help introduce the idea of digital photography to the public. However. The first digital cameras for the consumer-level market that worked with a home computer via a serial cable were the Apple QuickTake 100 camera (February 17 . Kodak released seven products for recording.3 megapixel sensor. aimed at photojournalists. In 1990. Kodak released the first professional digital camera system (DCS). In 1987. storing. capable of recording 1. Hewlett-Packard was the first company to make color inkjet printers that complemented the new digital camera images." In 1991. late 1995). manipulating.
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