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캐논CEO왈: 우리는미러리스시장에서공세를가할것이다 목록
글쓴이 : 신라면매운맛 등록일 : 2018-03-14 00:49:49 조회수 : 655 추천수 : 1
https://www.dpreview.com/news/3943910050/canon-ceo-we-will-go-on-th...

Canon CEO: 'we will go on the offensive... in the mirrorless camera market'

캐논CEO가발표한 캐논의기업전략컨퍼런스의프레젠테이션이게재되었는데 캐논의카메라사업부는 데세랄시장에서압도적인점유율을갖고있지만 미러리스시장에서도 판매를확대하기위해노력할것이며 전체카메라시장의 50%점유율을목표로달릴거라고합니다. 캐논의기업전략컨퍼런스의프레젠테이션에서도 캐논프린터와함께 캐논미러리스바디가강조되었다네요.

Presentation chart from Canon's Corporate Strategy Conference, indicating its goal to seize 50% of the interchangeable-lens camera market.

There it is, clear as day. One week after a Canon executive said in an interview that Canon is finally willing to cannibalize DSLR sales to invest in mirrorless, Canon CEO Fujio Mitarai has made an even more definitive statement during his presentation at the company's Corporate Strategy Conference on March 6th.

A summary of Mr. Fujito's speech can be found in this PDF, but the relevant paragraph?in which he's talking of growing markets Canon will become more involved in?is quoted in full below (emphasis added):

Within existing businesses, there are market areas that are growing, such as color devices in MFDs and laser printers, and mirrorless in cameras. In these segments, by launching differentiated products that only we can provide, we will stimulate the market, grow our sales, and secure additional market share.

For example, in our core camera business, in addition to our overwhelming share of the DSLR market, we will go on the offensive and work to expand our sales in the mirrorless camera market, which is exhibiting remarkable growth. This will allow us to reach our goal of 50% market share of the entire interchangeable-lens camera market.

50% market share "of the entire interchangeable-lens camera market" is no small goal, and the declaration that Canon will "go on the offensive" to expand sales in the mirrorless market lends some official credence to rumors of full-frame mirrorless prototypes. It also makes this prediction by a Sony executive feel all the more prescient.

https://www.sonyalpharumors.com/bullish-canon-statement-with-new-mi...

Bullish Canon statement: With new mirrorless cameras they will get 50% market share of the entire ILC market.

In the many years I am working on SAR this is the first time I read such a bullish statement from Canon. They just published their Corporate Strategy Conference documents. And this is their goal til 2020:

“We will go on the offensive and work to expand our sales in the mirrorless camera market. This will allow us to reach our goal of 50% market share of the entire interchangeable-lens camera market.”

In short: They are sure their future new FF mirrorless camera will be that good that they will eat up market share from the competition like Sony. Sounds like they think this will be an easy task!

https://www.canonwatch.com/canon-wants-50-market-share-of-interchan...

Canon wants 50% market share of interchangeable-lens camera market, goes on the offensive with mirrorless

Canon posted documents from the company’s Corporate Strategy Conference. Not only the giant is alive and kicking, but there is a clear statement by CEO Fujio Mitarai about Canon’s plans with mirrorless, and with interchangeable-lens cameras in general (emphasis mine):

Within existing businesses, there are market areas that are growing, such as color devices in MFDs and laser printers, and mirrorless in cameras. In these segments, by launching differentiated products that only we can provide, we will stimulate the market, grow our sales, and secure additional market share. For example, in our core camera business, in addition to our overwhelming share of the DSLR market, we will go on the offensive and work to expand our sales in the mirrorless camera market, which is exhibiting remarkable growth. This will allow us to reach our goal of 50% market share of the entire interchangeable-lens camera market.

This is a clear statement. Canon is now taking mirrorless seriously (see this report too). Canon is already the leader in the camera market, aiming at 50% of market share of the entire interchangeable-lens market appears to be a move to challenge all of the competition, or to warn them what is going to happen in the near future.

http://www.canonrumors.com/canon-wants-a-50-marketshare/

Canon wants a 50% marketshare

Canon recently did their annual corporate strategy conference and there’s a pretty surprising statement from Canon in the middle of their speech summary. They were extremely bullish when it came to the camera side of the company as they dropped the gauntlet when it comes to mirrorless and their overall marketshare stating;

.. in our core camera business, in addition to our overwhelming share of the DSLR market, we will go on the offensive and work to expand our sales in the mirrorless camera market, which is exhibiting remarkable growth. This will allow us to reach our goal of 50% marketshare of the entire interchangeable lens camera market.

Now keep in mind, that Canon has been pretty strong on it’s mirrorless message for a while now, this is not Canon suddenly waking up and smelling the coffee ;)

A good example of this was the second quarter results from 2017;

In this quarter as well, sales remained strong, particularly for mirrorless cameras. Within this trend, we grew sales of the EOS M6, a new mirrorless camera that has been highly rated not only for its high image quality, but also for its compact and lightweight form factor. This camera was designed to capture demand from people who, for example, are considering a step up to a camera with more features and better performance. Including this factor, first half unit sales of mirrorless camera grew more than 70% compared to the same period last year, leading to overall sales growth for interchangeable-lens cameras.

Canon has also continued it’s message of increasing it’s automation of both Camera and Lens assembly, also leading into more of the mirrorless message simply because there’s less human work required to manufacturer a mirrorless camera than the more delicate alignment of a DSLR.

My own outlook on all this, since I’m allowed for one more day here, taken from CanonNews;

Some caution is needed when interpreting Canon Inc’s message to the world. This doesn’t mean that Canon is going embark on a major plan to do anything much different than what they are doing now. As we know from CIPA data, the vast majority of mirrorless cameras ship to asia, and north america has different ideas on what sells with respects to mirrorless. Will they expand mirrorless and add more capability? Yes of course, the new entry level M50 shows that. Will they launch a massive development campaign and replicate the entire Fuji lineup of primes? Probably not.

Development also has to be balanced with profitability and the majority of the world probably doesn’t even need that. What we don’t have as far as a message is; are they going to compete in the north america mirrorless market? That requires the heavier investment, the more innovative camera systems, and the higher upscale cameras then what they have been currently doing. The M5 was a good first try ? one of the more ergonomic mirrorless cameras being built today, however, it’s just a small start in the right direction if they are planning inroads into the highly competitive north american market.





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