Canon is a brand surrounded by challenges: the shrinking of the digital
camera market due to the accelerating use of mobile devices as a primary camera;
fierce competition from Nikon, Sony, Xerox and other big brands across business
segments; changing customer preferences for greater connectivity and for even
greater cost reductions; and a sluggish recovery of the global economy.
challenges, Canon remains committed to its Excellent Global Corporation Plan, and is implementing a variety of initiatives that show the company
is aware of the risks and challenges it faces, and is adapting for the future.
For example, in the smartphone-usurped digital camera field, Canon is now
focusing on advanced amateur users and professionals-those dissatisfied with
the level of quality attainable in a smartphone snapshot. Despite a shrinking
market, the company has maintained its #1 global market share in digital
cameras. Canon is also increasing the WiFi connectivity and cloud-compatibility
of its camera and office products, focusing more on its B2B businesses, and adapting
product features and solutions to better satisfy consumer demand. Furthermore, through
the launch of recent advertising campaigns like "Scenes of Life," shot entirely with Canon cameras and lenses, the company has
demonstrated a commitment to promoting awareness, improving understanding and creating
affinity within key markets and sectors.
believes that "change is progress and transformation is advancement." Only time
will tell whether Canon will be able to deliver on that belief, and whether the
company can ride the wave of economic recovery and keep the brand on a path of increased