Sony, new digital camera "RX1R/RX100 II" recital report - promoting high-value-added model strategy

Kimio Maki, Division Director of Sony Corporation,

Digital Imaging Business Division explains the digital camera market tends to shrinks.

In such circumstances, commercialized two products 

in RX series as "DSC-RX100" and "DSC-RX1"

in 2012 towards the creation of a growth category with a new value-added. 

It is predicted that the high-end compact digital camera market represented 

by these two products is extended to 105% year-over-year between 2011 to 2012,

going likely to be 146% year-over-year in 2013. 

By the RX series, the average unit price of Cyber-shot raised up about 20-35 percent in Japan, 

United States and Europe. 

RX100 won the 2012 amount share number one 

in high-end compact digital camera market worldwide, 

RX series raising profit greatly.