Five reasons why Canon is better than the rest?

From Andrew Koh, Senior Director, Image Communications Products Group, Canon India, in an exclusive interview with BI


Canon India closed 2014 with revenues of Rs. 2,026 crore, which is a 6 per cent growth over 2013. Canon’s consolidated net sales for fiscal 2014 (ended December 31, 2014) totalled $30.8 billion (at an exchange rate of \121=US $1). Lost in the translation of large numbers? Here is a sneak-peak into the secret of its leading position in the DSLR segment of world’s digital camera market for 12 years.


1. Unlike others in the field, Canon has a unique approach in the market. Rather than focusing on expanding the DSLR market, they believe in expanding the photography market. So simple yet one must agree to the brilliance of the concept.


“We want people to enjoy photography. We want to expose them to the joy of photography because photography is an artistic form of expression. We are not product centric. We are looking at it from a holistic point of view. It is all about photography,” said Andrew Koh.

Is that one of the reason why he joined Canon?

“I am not so creative. I wish I could be!” he said with a wholehearted laugh.


2. To continue the culture, it has given the country an exclusive Canon institute, EOS Academy in 2014, to encourage and engage the youth in a better way.


“We want to continue to grow the photography market. Once people understand the niche of photography, then they will see the need to buy DSLRs,” he said.


3. Technology mixed with emotional connection with the consumers is what makes Canon better than the best. Canon is the only brand which has developed full frame DSLR camera range. And, now with the new DSLR cameras with the world’s highest resolution 50.6 megapixel cameras, it sure is hard to beat. Most of the revolutionary technology used in the DSLR cameras have been introduced by Canon itself. Experts with over 70 years of experience and young innovative minds have pulled it all together for Canon.


“We devote a lot of resources in R&D to make sure new technology is coming. Who would have thought a few years ago to video shoot using DSLR cameras?” he said.


4. Canon goes one step further to encourage the culture of photography. It organises a unique photography event every year, the Canon PhotoMarathon.


5. Canon has launched exclusive brand stores throughout the country where they can touch, see and testdrive the DSLRs. Andrew believes that would make it more connected to the consumers. They have even expanded to Tier II and Tier III cities.


So it is not one product that makes it better in the market. Approach, technology, innovation, expansion and encouragement mixed in the perfect ratio is the recipe which has put it in the numero uno position in DSLR camera market.


(image credits: Business Insider India Bureau)