here has been a big shift in the way photography is developing. Across the world, digital cameras are creating a quiet revolution. Sales of traditional cameras have fallen from 67 million in 1999 to 43 million in 2004, while digital cameras zoomed from 5.5 million to 70 million during the same period - estimates for 2005 put the figure at 87 million.

India too seems to be following the global pattern. The year 2004 saw a 140 per cent growth and 2005, say industry observers, was only better. Not surprisingly camera makers are rushing in with many choices. There are amateur users who prefer simple, easy to use click-and-shoot cameras; lifestyle users who want looks and style; professionals who demand the best quality and performance and a segment that always existed but is being targeted aggressively now - prosumers. Call them proactive-consumers or semi-professional consumers. These are consumers who are more involved with the camera and its features, demand good quality, but may not be willing to shell out as much as professionals do. They want to have a professional experience with the camera, but are using it only for themselves. This is the segment that seems to hold promise for digital camera makers.... more