Samsung 2010 Annual Report Download - page 12

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20 21
At Samsung Electronics, we are elevating our brand image and recognition by increased offerings of premium digital
cameras and digital camcorders. In 2010, we extended our line of interchangeable lens digital cameras by adding the
world’s first i-Function feature. Our newly released mirrorless digital camera, the NX11, secured our competitive lead over
professional optical brands. We continue to debut world-first and world-best cameras. These include the ST700 DualView
camera, which offers excellent image quality plus fun and convenient self-portrait options; the EX1, with the world’s first
ultra-wide F1.8 zoom lens; the SH100, which features Wi-Fi (DLNA) functionality; and the HMX-Q10 digital camcorder, with
the world’s first switch grip technology. Looking ahead for 2011, we are focusing on design and user convenience and
developing trendsetting digital imaging devices. We are rising as a premium brand.
GROWING WITH AN INNOVATIVE AND CHALLENGING
SPIRIT AS THE TOP BRAND IN DIGITAL IMAGING
“
Taking photos and capturing
precious moments and memories
is easy with the Samsung NX11.”
“ We produce most camera components, from LCD
panels and image sensors to image-processing
engines. Of course, our quality standards always are
the best in the industry.”
Hyojin Park
CSC Production Team, Digital Imaging Business
Sales
(in units)
2009 2010
Source: Samsung Electronics
15,482,000
Digital Cameras
13,393,000
Digital Cameras
16,928,000
Total Sales
15,095,000
Total Sales
1,703,000
Digital Camcorders 1,446,000
Digital Camcorders
Source: Samsung Electronics
Premium digital cameras,
percentage of category sales
2010
Source: Samsung Electronics
Premium digital HD camcorders,
percentage of category sales
34%
2010
41%
The NX100 Interchangeable Lens Digital Camera:
An interchangeable lens compact digital camera weighing only 282
grams, plus ultra-slim and ergonomically designed for improved grip.
The NX11 Mirrorless Digital Camera:
A classic-style mirrorless digital camera offering 14.6 megapixels,
APS-C size CMOS image sensor and our new i-Function feature.
DIGITAL IMAGING BUSINESS