Success Story: Sony TRV22 MiniDV Camcorder

Manfacturer Suggested Retail Price: $699Key features:

• VGA digital still images saved to Memory Stick flash memory cards

• 10x optical Carl Zeiss lens

• 2.5-inch swivel screen LCD

• USB streaming

• MPEG EX movie mode

Sony Leverages Memory Stick

NEW YORK— While low price is a predictable product propeller, penny pinchers can periodically be prodded to pry open the purse if the feature-set is pleasing.

That was the message from retailers selling Sony's DCR-TRV22 MiniDV camcorder. Specifically, the TRV22 was one of Sony's first models to incorporate digital still photo capture to Memory Stick flash memory cards — a feature which has quickly spread throughout both Sony's camcorder product line and its competitors.

The still photo features of the TRV22 resonated with consumers, say dealers, and drove them to spend a little more.

"Sony is usually $100 above competitive brands with comparable models; it's the design and feature-set which sets them apart," said Kristen Elder, senior buyer for the Beltsville, Md.-based Ritz Camera Centers.

"The dual still and video functionality of the TRV22 really appealed to consumers" and enticed them to drop over $600 for a MiniDV camcorder, she added.

"This was a real winner without being the bottom of the product line," said Frank Sadowski, VP of consumer electronics, Amazon.com.

"Customers are very interested in features and MPEG video and still-image capture to Memory Stick really drove people to step-up," Sadowski said.

Sadowski added that while the still-photo features were attractive add-ons, it is the core video features that are driving camcorder sales for the TRV22 and for the category in general.

"Multiple digital outputs, the Carl Zeiss optics, the analog-to-digital conversion and optical zooms are still key to the market," he said.

The slim design of the TRV22 also lured the customer in, Elder said. The TRV22 weighs 1 pound, 2 ounces without the tape or battery.

The strength of the Sony brand in camcorders didn't hurt either, Elder said.