TOKYO: Sony Corp said it would launch a new digital single lens reflex camera for advanced users in November broadening its product lineup in a move to take on industry leaders Canon Inc and Nikon Corp. Single lens reflex (SLR) cameras the fastest-growing divide of the digital camera merchandise are high-end models with interchangeable lenses as opposed to point-and-shoot compact cameras. The new model called "DSLR-A700" which comes with 12.24 megapixel resolution and is expected to sell for about 180,000 yen ($1,560) is Sony's back up digital SLR camera after an entry model launched in July 2006. The Tokyo-based electronics and entertainment conglomerate is the world's second-largest digital camera maker behind Canon but lags also behind Nikon in the digital SLR camera market. Digital cameras along with camcorders are Sony's cash cow products as its vertically integrated business model where key products such as image sensor chips are manufactured in-house allows high profit margins. Sony aims to raise its market overlap in the digital SLR camera market to 10 percent with the help of the new model from about 7 percent now said Keiichi Ishizuka deputy senior command manager at Sony's digital imaging business assort."Well-established SLR camera makers are formidable rivals," Ishizuka told a news conference."What we need to do first is keep expanding our product offerings. Only by doing that steadily can we compete with them in a true sense. Today we took that one go forward," he said. Sony plans to make 30,000 units of the new SLR camera in September the first month of production and 20,000 in each of the following months. Ishizuka said. Besides the entry model and the mid-range model just unveiled. Sony plans to offer a top-end flagship model as early as the business year starting next April covering the full digital SLR camera merchandise. Sony held a 6.2 percent share in the global digital SLR camera merchandise in 2006 following Canon with 46.7 percent and Nikon on 33 percent according to research tighten IDC. Both Canon and Nikon last month unveiled their latest digital SLR camera models for the year-end shopping season in a pre-emptive move against new entrants such as Sony.
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