Abstract

Image Browsing and Sharing Product Positioning Gains Acceptance in Japanese Market

When the author of this report visited the Shinjuku Nishiguchi and Akihabara electronics districts at the end of October of 2007, it was found that stores mainly displayed digital photo frames at an exclusive counter for symbolic purposes. The diversity and number of models was limited.

However, during the author's visit to the two districts in Tokyo in October 2008, the display area of digital photo frames in electronics stores had increased. During his latest visit, data was collected for 41 models.

The sales of digital photo frame products in Japan have grown evidently since October 2007. The product positioning of digital photo frames as devices with which people can browse and share images has become known among Japanese consumers and has been accepted.

Leading Brands Focus on High-end Specs, Lesser-Known Vendors Focus on Entry-level Specs

Examining the functions and specifications of the 41 digital photo frame products sold in Tokyo's electronics districts, leading brands are considerably ahead of lesser-known vendors in terms of display resolution built-in memory capacity. The leading brands have also added special features to their products, such as touch pad, wireless enabled, updates from web albums, auto touch-up and HDMI output.

Evidently, this is the way in which leading brands aim to differentiate their products from those of lesser-known vendors. This has led to a different competition models, one centered on high-end specifications and one centered on entry-level specifications.

7.0"-10.x" Sizes Are Mainstream in the Japanese Market

In terms of display sizes, 7.0" is the mainstream display size of digital photo frame products in the Japanese market. In general, the range of display sizes in the Japanese market is between 7.0" and 10.x". The combined share of products in this size range is 82.9%. The share of products with sizes below 7.0" and higher than 10.x" is 17.1%; these size segments are not focus areas of digital photo frame vendors in the Japanese market.

Appendix

Research Scope

This report examines the results of a survey of 41 digital photo frame products on sale in the Shinjuku Nishiguchi and Akihabara electronics districts of Tokyo, Japan in October 2008.

Definitions

"Leading digital photo frame brands" or "leading brands" in this report include Samsung, LG, Sony, and Kodak. Other vendors are referred to as "lesser-known digital photo frame vendors" or "lesser-known vendors".

List of Companies