Panasonic also developed a battery specific to digital cameras. The issue at hand — extended battery life. The oxy-alkaline batteries can last up to 43 percent longer than traditional high-drain alkaline batteries in digital still cameras. "Longer battery life translates into more photo opportunities, more fun and greater convenience for consumers," said Brian Kimberlin, senior marketing manager for Panasonic Battery Group. "Digital camera users were accustomed to 'rationing' their shots to conserve battery power. With Panasonic's PowerEdge batteries, consumers can take more photos and have a larger selection of shots they'll want to keep."
He added that sales of digital still cameras are expected to reach more than 11 million units in 2003, an increase of 26 percent over last year. Sixty-three percent of the top 100 U.S. digital camera brands require AA-size alkaline batteries.
Monster Cable's Jerry Magtoto has been paying attention to digital cameras since the company launched its line of batteries. It happened just as digital cameras got noticed. He said that rechargeables give the consumer more time to shoot, explaining, "There's always going to be a need for a disposable alkaline," as used in remote controls. "The market share for alkaline is still much greater because there's still a lot more devices out there that don't need a high-drain tool," he explained.