Though there are a number of strong competitors in the digital camera market a new company is aiming to muscle in.
General Electric, the second largest company in the world, has decided to enter the digital camera market.
The digital camera division of the company is known as General Imaging but will still aim to use the strong brand image of General Electric to force its way into the market.
It has already been selling cameras in the US since September last year and will launch seven models in the UK this year, the first four of which will be on the shelves in March.
The cameras range from entry-level snappers to high-end models with functions including GPS mapping, so you can log the precise location where a picture was taken, and support for high definition.
The company has been around for 128 years but acknowledged that it was a very competitive market.
"We feel even in a crowded marketplace we have a great opportunity. We've got some innovations like blink detection which is a world first," General Imaging's Gary Banks told Web User.
The blink detection technology automatically knows when the subject of a photograph has blinked and displays a message to the photographer on the screen.
Pricing hasn't been confirmed but some models may be as low as £70, a General Imaging spokeswoman told Web User.
The cameras will also be available in a range of colours including pinks, purples, greens and yellows.
Watch our video coverage of GE's press conference.
www.ge.com/digitalcameras
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