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Sony India eyes 50% growth in Camcorder segment, plans to capture 85% market share

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Sony India eyes 50% growth in Camcorder segment, plans to capture 85% market share Mumbai, March 29, 2010: Consumer Electronics giant Sony India today introduced a whole new range of Handycams with a plan to capture 85% market share and achieve 50% growth in the Camcorder segment by Financial Year 2010-11.Taking photo and video clarity to the next level, the new range of camcorders will offer excellent performance and ease-of-use in video photography to the Indian consumer.

Speaking on the launch, Mr. Masaru Tamagawa, Managing Director, Sony India said "The new range completely embodies everything that today's consumers are seeking in terms of unique design and flawless performance. The new range has been enhanced for user-friendliness and increased performance, letting users easily record high-definition videos and images. Designed to fit every pocket, the models have been introduced at a very attractive price point of Rs. 14,990 so that more people can enjoy video shooting. We have a high investment lined up for this category to keep Sony at the apex position in this segment"

The new camcorders offer exceptional 'recording capacity' ranging from 80-240 GB. You can record up to 101 Hrs of High Definition & 183 Hrs of Standard Definition recording with 240 GB HDD. Expanding memory card compatibility, the latest camcorders will additionally feature a single slot that works with both SD card and Memory Stick usage. 60x optical zoom, built in flash light and stamina battery are some of the features which will now be available even in entry segment camcorders. The new line up boasts of exceptional low light performance with "Exmor R" CMOS Sensor" and smoother video recording with the enhanced Optical SteadyShot. They also feature a wide angle G lens enabling users to make sure nobody is left out of the picture indoors or to capture more of the scenery outdoors. The stylish new models are equipped with Full HD & SD video recording formats and promise to deliver high-quality imaging solutions.

Key business facts include:

The Camcorder Segment in India is currently estimated at 1, 00,000 units and is expected to grow up to 1, 40,000 units by Financial Year 2010-11.

Sony India aims to achieve 85% market share in the Camcorder segment by Financial Year 2010-2011, which was 80% in the corresponding period last year.

Sony targets to sell more than 1, 20,000 units in Financial Year 2010-2011 up from 80,000 units in Financial Year 2009-10.

A continued focus to strengthen brand image this year with an investment of Rs. 15 Crores towards ATL and BTL activities that involve print, electronic media, online, outdoor and shop-front.

The new Handycams will be available at Sony Center stores; select Sony authorized dealers, as well as national retail partners across the country.

Model Key Features Price Colors
DCR-SX44E 60X Optical Zoom/ 8 GB Memory* Rs 14,990 Silver, Blue, Red
DCR-SX63E 60X Optical Zoom/ 16 GB Memory Rs 16,990 Silver
DCR-SR68E 60X Optical Zoom/ 80 GB Hard Drive/92 Hours Video Recording Rs 19,990 Silver
DCR-SR88E 60X Optical Zoom/ 120GB Hard Disk/92 Hours Video Recording Rs 23,990 Silver
HDR-CX150E 1920*1080 recording, 32 GB Memory**/25X Optical Zoom/3M Still Image Capture Rs 29,990 Black
HDR- XR150E 1920*1080 recording, 120GB Hard Drive/3M Image Capture Rs 39,990 Black
HDR-XR550E 1920*1080 recording, 240GB Hard Drive/25X Optical Zoom/12M Still Image Capture Rs. 59,990 Black

*4GB Internal flash memory + 4GB Memory Stick Duo Media bundled
** 16GB Internal flash memory + 16GB Memory Stick Duo Media bundled

About Sony India Pvt. Ltd.

Sony India is one of the most recognized consumer electronics brand in the country, with a reputation for new age technology, digital concepts and excellent after sales service. In India, Sony has its footprint across all major towns and cities in the country through a distribution network comprising of over 5000 dealers and distributors, 240 exclusive Sony outlets and 19 direct branch locations. Sony India also has a strong service presence across the country with 20 companies owned, 190 authorized service centers and 16 exclusive demonstration centers.

For further Information, please contact:

Ruma Gautam
Sony India Pvt. Ltd.
Ph: 011 66006600
E mail:

Namrata Aswani / Belinda Dokras
Perfect Relations
Ph: +91 9324445333 / 9820284220
Email: /

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