Shrinking compacts target mass market
There seems to be an enduring trend in consumer-orientated technology that as a product improves in performance, it also gets smaller.
In keeping with this trend, there are now compact digital cameras for both amateur and semi-professional photographers that will fit into even the tightest of pockets.
However, leading vendors such as Sony and Minolta say compact cameras are generally targeted at consumers looking for something to take casual snapshots.
Mak Chin-tim, sales manager for the photographic division at Minolta Hong Kong, says the general public tends to choose cameras based on their portability, simplicity and convenience.
'They do not require a high level of imaging functions, especially the complicated functions. And these consumers are not willing to spend too much money on buying a professional camera,' he says.
Local computer centres offer plenty of styles and models of camera to choose from.
With the focus firmly on the mass consumer market, even low-end centres such as 298 Computer Zone in Wan Chai offer a wide selection.
Digital City Camera Company on the first floor of 298 Computer Zone has models from several vendors, including Casio, Minolta, Nixon and Sony.
However, the store sells grey market cameras that are imported unofficially. The store displays two prices for each product - the higher one is for the official product, which comes with the vendor's own guarantee. The lower price is for those goods that have been hand-carried into Hong Kong and are only supported by the 'store guarantee'.
Among the legitimate goods is Casio's ultra thin E-M1, part of the Exilim range, which sells for HK$1,850.
However, if you want to be assured of buying goods backed by the manufacturer, Sony has a wide range of compact cameras on display at its SonyStyle showroom in Causeway Bay.
For example, the Cyber-shot DSC-P10, which offers a resolution of five megapixels, costs HK$4,590. By comparison, the same camera is available around the corner at the 2C store in Windsor House for HK$4,980.
For those looking for something more basic, Sony's DSC-P32, which has an effective resolution of 3.2 megapixels, is selling for HK$1,990 at the SonyStyle showroom. The camera is largely automatic. Sony says ease of use is as important to buyers of compact cameras as size and price.
But with prices falling and functionality increasing, users' demands are likely to change.
'The price of compact cameras is going down but [includes] more advanced functions, better image quality and body design,' Mr Mak says.
And that is not all that is likely to change; Sony is predicting compact cameras will become even smaller and storage media will shrink too.
