City of Industry, Calif. — DXG is preparing for the warmer weather by rolling out four new mini camcorder offerings focused on ease of use, HD recording quality, attractive body styling and value price points.
Paul Goldberg, DXG USA sales and marketing senior VP, said this year’s camcorder lineup targets a wide range of customers from fashion-conscious ladies to action lovers.
“We think a lot the customers for our products are females. Seventy-five percent of our product registrations
are female, and around 30 percent of our customers actually register,” said Goldberg. “We also sell a lot of our products through accounts including Kohl’s, Target and Wal-Mart, and those accounts have indicated that a lot of the customers going for these products are women.”
For ladies and fashion loving metro-sexual men, DXG has developed the horizontally configured DXG-566V Luxe line with three distinct cosmetic style options and a range of color choices including plaid (“SoHo”), pink, black and white. All ship with matching cases.
The Luxe models, which ship in August at a $149 suggested retail, feature a vertical shooting configuration, a 3-inch flip-out rotating LCD, up to 720p/30 fps HD video resolution using the H.264 MOV file formats, built-in LED lamp and still photo flash, 5-megapixel still image resolution, an SD/SDHC card slot plus 32MB of built-in flash memory.
The lens is a fixed f/3.2-f7.5mm with glass optics and a 2x digital zoom. It is powered by an NP40 li-ion battery.
For outdoor, action enthusiasts the company produced a pair of options in the cellphone or “candy bar” sized DXG-125V series and a new “underwater value pack” including the vertically configured DXG-579V camcorder, which was introduced last year, along with a new transparent plastic underwater case that will keep the camcorder clean and dry at depths up to 15 feet. The underwater bundle will be available in June at a $149 suggested retail, and will see expanded distribution to cruise lines, airport and duty-free shops and various tourist and hobby shops in the Caribbean islands, Goldberg said.
The DXG-125V, which ships in July at a $99 suggested retail, features a new “candy bar” spill-resistant configuration and is available in colors including black with yellow accents, and white and gray (“ice”) camouflage. It weighs 3 ounces without batteries and is styled to be carried in a breast pocket.
The DXG-125V camcorders produce up to 720p/30 fps HD resolution in the H.264 MOV file formats, and include a 2-inch LCD, a lanyard strap, 1-megapixel still camera with up to 3-megapixel interpolation, SD/SDHC card slot, li-ion NP40 battery and 128MB of built-in flash memory. The lens is a fixed f/3.2-7.5mm with 2x digital zoom function.
Completing the new offerings is the DXG-517V, which is available now at $129 suggested retail. Like the Luxe line, 517 models feature a vertical shooting configuration, a 2.5-inch flip-out rotating LCD, up to 720p/30 fps HD video resolution using the H.264 MOV file formats, HDMI output, built-in LED lamp and still photo flash, 5-megapixel still image resolution, an SD/SDHC card slot plus 128MB of built-in flash memory. Five body color options are available.
The lens is a fixed f3.2-f7.5mm with glass optics and a 3x digital zoom. It is powered by four AAA batteries or an NP40 li-ion battery.
All of DXG’s new camcorders ship with ArcSoft TotalMedia Extreme, Mr. Photo, and VideoWorks software.
Goldberg said the new offerings answer a number of market trends not the least of which is affordable prices to answer the needs of consumers in the economic downturn.
He said that DXG’s value/performance strategy helped it earn a No. 7 market share ranking among camcorder brands in 2008, according to the NPD Group.
All of the new models are tailored to users who like to both capture precious family memories and the growing base of social networking enthusiasts who want to post videos online for friends and family to see, immediately.
Goldberg said the company is exploring options for building the brand through the latest social networking sites, and will do prelaunch specials on several TV shopping networks to help build demand and awareness in the market before the new models hit the streets.