At the recently
concluded CES, every major digital camera maker expanded the number of their
point-and-shoot SKUs endowed with Wi-Fi. Many product managers told me all
their point-and-shoot SKUs would include Wi-Fi in just a couple of years.
This connected feature
addition is obviously a reaction to the termite-like affect smartphones are
having on the digital imaging business.
About 687 million smartphones
and tablets (a majority include cameras) were shipped worldwide in 2012, and DTC predicts there will be 1.5 billion shipped
in 2017.
DTC estimates fewer
than 135 million digital cameras were shipped worldwide in 2012, projected to drop
to below 100 million by 2015.
Particularly
vulnerable are point-and-shoot models, shipments of which DTC expects to drop from
94 million this year to just 66 million by 2017.
This sales
deterioration could easily speed up; in the U.S., as smartphones plummet in
price, smartphone owners are expected to top 60 percent of all mobile phones by
mid-year.
To compensate for
this digital camera collapse, camera makers have turned in force to
higher-margin compact system models, a tactic which seems to have staunched their
overall sales and revenue hemorrhages.
On the
point-and-shoot end, however, manufacturers are flummoxed on how to compete
against enhanced smartphone camera capabilities. This year, all top-line smartphone
models are expected to offer 12 or 13 MP images, resolution expected to become
the new normal, with more advanced camera-like face-recognition, zoom, HDR and
editing features.
Hence the expanded
number of connected cameras. Camera makers figure adding smartphone-like
Internet connectivity, or even models with the Android OS, will help their
point-and-shoot models compete against smartphones.
Except in most cases,
digital camera Wi-Fi does not necessarily provide a link to the Internet for
instant sharing. Instead, camera Wi-Fi provides a direct Wi-Fi link to a
smartphone, to which photos can be automatically transferred and from which can
then be shared.
But this is a Catch-22
point-and-shoot Wi-Fi inclusion strategy.
A point-and-shoot
camera with Wi-Fi would only appeal to the owner of a smartphone. Except a
smartphone owner already owns a camera with Wi-Fi – their smartphone, which
takes photos that are "good enough." Or, a standalone digital camera
doesn't take photos that are vastly superior enough to warrant carrying around
an extra device and performing an extra step for sharing snaps.
Conversely, Wi-Fi in
a digital camera would be largely useless to the largest population of
potential point-and-shoot purchasers – feature phone owners.
So what will happen
to the digital camera business? Mainstream makers may decide to completely
abandon the low-end of the point-and-shoot market to drug-store brands such as
Vivitar and Polaroid and concentrate instead on the more lucrative CSC product.
While overall digital unit sales would continue to drop, profitability would at
least stabilize.
