Target of Panasonic is top-tier camera status

LAS VEGAS–Panasonic is a relative newcomer to the camera business, but the electronics giant outlined strong ambitions for the business Monday.

“We will try our best to achieve 15 percent market share by 2009,” Tokihazu Matsumoto, director of the company’s digital still camera business unit, said at a news conference at the Photo Marketing Association trade show here. “We aim to become one of the top camera brands in the industry.”

The company also is hoping to reach 15 million units globally during the fiscal year, which for Panasonic runs through March 2010.

That’s a big step up from the 10 percent share the company said it had for fiscal 2007. To reach its goal, Panasonic said, it hopes for 13 percent share in 2008, Matsumoto said.

Panasonic’s goal is “aggressive,” given that the digital camera market isn’t growing much and most sales are to repeat buyers, said InfoTrends analyst Ed Lee.

“To get to 15 percent means they’re going to have to climb over a few manufacturers to get there,” Lee said. Specifically, that means Sony, with a market share percentage already in the high teens, and Canon, with market share exceeding 20 percent