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EXCLUSIVE: New GFK data reveals that the Australian video camera market is struggling with brands like Sony, Canon and Samsung set to be hit. Even worse is the pocket camcorder market where brands like Sony, with their Bloggie, and Cisco, with their Flip HD camera, are stuggling to find buyers for a new generation of camcorders.

Data obtained by ChannelNews reveals that only 18,714 digital camcorders were sold in May 2010. In the new pocket HD video camcorder market where Sony, with their Bloggie, and Cisco, with their Flip camera, compete, only 255 units were sold across the entire category in May, which is dominated by Sanyo, Cisco, Kodak, Sony and JVC. 
One senior executive in this category told ChannelNews: “There are no ‘pocket camcorders’ in the top 20, so you can safely assume that the Sony Bloggie, Kodak, JVC Cisco and Sanyo models have sold less than 255 each in the month. This is hardly a business.” 
“We are being told that the format is not successful in Australia, and these numbers bear this out. I for one wish it was successful, as we have a great product but no takers in Australia”. 
Industry observers claim that new digital SLR cameras, with built in video recording capability, and Smartphones, with HD recording capability, are hurting the pocket camcorder market.
Paul Shearer, the CEO of The Camera House, said recently that despite extensive catalogue advertising the pocket camcorder market had not “fired up” and that sales were extremely slow.
Last week, Todd Lynton, the General Manager of Cisco’s consumer business revealed to ChannelNews that Cisco was currently tipping thousands of marketing dollars into retail store merchandising in an effort to educate the market on the capabilities of the pocket camcorder.
Lynton said: “We are confident that we are doing the right thing. We needed to better educate consumers while making the purchase decision easier. With the Flip camera, we were introducing a whole new category so it was important that we told consumers at the point of sale how the camera worked and the difference from a normal camcorder”. 
He claims to have 42 per cent of the total pocket camcorder market.
Between January and June 2010 total Camcorder sales were 106,855 units according to GFK data. In the same period in 2009, sales were 106,340 units.
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