Casio’s Exilim

Casio India, a wholly owned subsidiary of Casio Computer, Japan, has unveiled a new digital camera called Exilim. According to Kulbhushan Seth, chief manager for market planning at Casio India, Exilim is the world’s thinnest digital camera with colour display. This camera is the size of a credit card and has a thickness of 11.3 mm and weighs 85 grams. “As the customer’s requirements and usage are changing, so also all our products. Keeping in mind the customer’s requirement, we accordingly innovate our products. This Exilim digital camera is one such innovation,” said Seth.

According to Seth, Exilim’s thinness is due to its hyper CCD-lens integration system, which has integrated the lenses and CCD into one unit, thus making it so thin, while its small size is possible due to the Multi Chip Module. Multi Chip Module consists of four major chips—CPU, SDRAM, ASIC and flash memory—which are integrated into a single
module board by micro pitch joint.

“This Multi Chip module helps in decreasing the size of the camera by 70 percent,” Seth added. The company envisages a sales target of around 400 cameras per month. This camera, which is available in two models is priced at Rs 18,995 (EX-S1 model), and Rs 22,995 (EX-M1 model), respectively.

Casio has also plans to increase its reach with the appointment of more retailers across the country for all its products ranges, which include digital cameras, pocket PCs, PDAs and watches. “Casio is already a popular brand in India. So, we do not have to do any sort of brand building exercise for our different products,” said Seth. The company is also planning to open up retail outlets in some of the big departmental stores across the country.