Entry level models are definitely the growth item, but with new pro-sumer models now available and earlier entry level users stepping up to a more advanced proposition, the market will be well balanced this year. And the step up to pro-sumer means more lenses, specifically non-bundled lenses too.

While there remains genuine opportunity in DSLR for traditional outlets, overall, in terms of online shopping there is a year-on-year increase in camera sales, which underpins the growth in home Internet users. As we know this creates an environment that challenges traditional retail channels. Though a challenge, it isn’t all gloom. Online trading has its own issues on providing a preferred place to shop and a good service. Creating a value proposition alternative to this is the key factor for those in traditional retail stores.

It is not mistaken that the route to the PC is clearly where most technology devices head and the impact of this on the photo market is marked, as much by the threat of PC users shopping online, but also for the opportunity that it presents; the extension of products in the mix and an opportunity to diversify product ranges.

The main thing for anyone competing for sales in the next year is a question of having a decisive offering. With a hybrid customer now, who will mix shopping between Internet and in-store, each channel will need to effectively promote its USP in order to capitalise on the opportunities this year presents.