Photography faces a mirrorless future

While 77 per cent of cameras shipped globally are point-and-shoot, mirrorless interchangeable-lens cameras (MILC) garnered 4 per cent volume share from January to June 2012, according to Euromonitor International.

These two segments, especially MILC, have gained popularity for their simpler functions, lighter weight, stylish look, high quality and more affordable price range than for digital single-lens reflex cameras (DSLRs). For consumers who want to capture great photos, these cameras become a fuss-free solution.

“Most cameras struggle under low-light conditions or [when shooting] fast-moving scenes, with only DSLRs having the functionality to allow users to adjust the various settings to adapt to surrounding conditions,” says Loo Wee Teck, head of consumer electronics at Euromonitor. “The crux of the problem is that most point-and-shoot consumers are not keen to play around with the settings.”
This insight was the crux of Havas Sydney’s recent ‘DSLR gear no idea’ campaign to promote the MILC Sony Nex- 5 in Australia.

The campaign gently mocked clueless DSLR users who had their powerful cameras continually set to auto and presented Sony’s MILC offering as a less cumbersome  and easier to use alternative.

There were about three major players in the MILC segment in 2011, but now up to seven manufacturers are focusing on it, according to GfK Asia. “Consumers who already own a DSLR, or are looking to upgrade from traditional point-and-shoot cameras might consider pur­chasing a mirrorless camera with a larger sensor that allows them to enjoy better mobility,” says Gerard Tan, account director for digital technology at GfK Asia.

The high penetration of social networks in Asia, especially in countries such as Singapore and Indonesia, is another reason for the increased demand for fuss-free cameras. “The reality is that there is growing interest in photography, partially fuelled by the growth of social media sites like Facebook and Twitter,” says Loo.

He says that while most photos are taken with smartphones, an increasingly large number are now being shot with high quality SLR cameras, but not all consumers are keen to fiddle with ISO and aperture settings or to carry an array of lenses.

Overall, MILC is taking a seven per cent share in terms of units in Asia-Pacific. Hong Kong, South Korea and Taiwan are key growth markets in the region, reaching 16 per cent in volume share in 2012, growing by almost five per cent over 2011, according to GFK Asia.

Tan says Southeast Asia has high growth potential, with sales volume share of mirrorless cameras reaching 10 per cent there in December.

Despite the launch of new models with an innovative twist, such as touchscreens, Wi-Fi connectivity, GPS, social media buttons and 3D lenses, volume market share is expected to decline to 46 per cent as manufacturers start to focus on high-margin products rather than volume-driven entry level point-and-shoot models.

“The attraction of new [mirrorless] technology and the narrowing price gap with high-end point-and-shoot cameras will see MILCs capture one third of the digital camera market in 2016,” says Loo.