Panasonic will also launch an aggressive new marketing campaign in an effort to further expand its share of the digital camera market following on from the success of its recent "skipping" campaign for their tough new waterproof cameras.

In 2009, Panasonic Australia stripped market share from several digital camera manufacturers, in particular Sony and Samsung. It also took share away from both Nikon and Canon, which are market leaders in the category.    

At the recent CES in Las Vegas, Panasonic revealed a range of new Lumix cameras due to be formally revealed this week in Melbourne. 

Paul Reid, the Director of Consumer Products at Panasonic Australia, said, "We had a lot of success in 2009 with our Lumix range and I am confident that we can grow our share of the market in 2010. We believe that we have the right technology and the models that will appeal to consumers."

Reid admitted that demand for premium and digital SLR cameras will drive the market in 2010. 

Among them will be the DMC-ZS7, which comes with intelligent zoom and intelligent resolution control.

Panasonic Japan executives have said that in 2010 demand for "premium, feature rich" compact cameras and SLR type cameras will be in big demand as consumers move to upgrade their digital cameras.

A key part of the Panasonic offering will be the introduction of new digital camera technology such as intelligent resolution and intelligent zoom developments, which work hand-in-hand to digitally expand the optical zoom range of the camera while providing an image noise cleanup system to remove digital artifacts and render clear, sharp zoom shots taken at longer extensions.

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