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Keys To Growth: Quality, Connectivity, Lifestyle (Online-Only Bonus Content!)

TWICE:What will drive the next growth resurgence?

Masahiro Horie, Nikon: Consumers want to share their high-quality images, so it will be essential to have connectivity and sharing built into products. Brands like Nikon play a vital role to inspire people to embrace photography and realize their full potential when choosing a Nikon.  We need to demonstrate the power of photography to attract new customers and educate people to understand that DSLR-level photography is within their reach for capturing what they most care about in life- sports, family, travel, and ordinary moments that can be extraordinary.

Nikon continues to offer a full line of products for every skill level. Products that address the current market trend toward the entry-level DSLR user, including lenses and accessories. For example, Nikon has recently released a new AF-S DX Nikkor 18-300mm lens that will provide first-time lens upgraders with excellent telephoto capabilities at an attainable price point. Additionally, Nikon’s acclaimed f/1.8 series of lenses also give users a cost-effective way to enjoy the benefits of faster precision optics for stellar photo and HD video.

Eliott Peck, Canon: If people can actually see what higher-end compact cameras and DSLRs can do — the gorgeous close up pictures they can create with long zoom ranges, how depth of field adjustments can create beautiful portraits, and shooting videos that make them feel like they’re creating their own Hollywood movie — they will be intrigued and inspired. If we can get even a small percentage of those that think their smartphone is good enough to change the way they think about photography, the growth will happen. Easy connectivity and sharing will also drive growth.

Mark Sherengo, Ricoh Imaging: Medium format is one point of our growth. Adding non-traditional SLRs to attract new users to the Pentax brand is another.

Mark Weir, Sony: Innovation — features and performance that compel photographers to replace or upgrade because it enhances their photography.  This has helped mirrorless interchangeable-lens cameras post growth rates that have exceeded traditional DSLR, and also helped the premium and long-zoom subcategories of compact cameras.

Darin Pepple, Panasonic: The resurgence that we are seeing is a technology breakthrough mostly in video in a category that we call hybrid photography.

Jay Kelbley, Samsung: We predict that the convergence of product categories within our electronics lifestyle ecosystem will continue to drive growth.  Consumers have come to expect the connectivity and sharing offered on their mobile device in all electronics that they own.  We continue to deliver on this expectation, and offer converged camera solutions for mobile users. This is a big reason we merged our mobile and digital imaging divisions at Samsung.

Chris Chute, IDC: Consumer demand is focused on two things: first, products that provide a unique experience. GoPro and Lytro are excellent examples. The former allows users to inexpensively capture first-person video footage, and the latter allows prosumer photographers to compose images in a new ways, thus allowing for additional creative expression.

Second, there is demand for products that can connect users on an intimate level with friends and family, but also allow them to participate in larger conversations. The smartphone allows users to communication one on one, or within a tight circle, but to also broadcast personal content to a larger world (think Instagram and Twitter).

Ben Arnold, The NPD Group:  I think the next opportunities for growth lie in imaging capabilities beyond traditional camera products — wearables, action cams, phones, accessories.  Consumers are obviously used to taking photos with products that are not traditional cameras; I think that’s where the next big opportunity lies. 

For traditional camera devices, I think there is some opportunity in lifestylizing the devices with new color ways, making them rugged/waterproof, more connected to the Internet.  I think making the camera a larger piece of one’s digital life is important.  That’s where the opportunity for camera devices lies.

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